Deliverables

The five items this project is being assessed against. Each will get its own write-up here.

1. Business problem statement

INDmoney faces a problem where salaried young adults aged 18–28 (early-career users) consider starting a mutual-fund SIP but do not complete their first SIP.

2–3. Industry KPIs and Marketing metrics

Groups 1–6 (industry KPIs) cover how the segment behaves. Groups 7–9 (marketing-relevant metrics) cover how to reach and persuade it. Note: groups 7–9 aren't marketing metrics in the standard sense (CAC, conversion rate, ROI) — we have no data on actual marketing activity. Click a KPI name to open its page, or a specific question to jump straight to that chart — in either view below.

React Flow

4. Analysis and visual representations

Every chart, table, and written finding for each KPI and marketing metric lives on its own page. Click a finding below to jump straight to the chart it's based on.

To view analysis, click here →

KPIs	Finding
1. Motivations and financial goals	The two most commonly reported reasons for considering investing — long-term growth and short-term gains — are separated by less than one percentage point, so neither stands out as the dominant reason.
1. Motivations and financial goals	Growing wealth and supporting family lead financial goals — but these are general priorities, not motivations specific to mutual funds.
2. Reported barriers	Fear of losing money is the most commonly reported barrier, among the roughly half of the group who answered this question.
	Several distinct concerns — perceived risk, not knowing how mutual funds work, and not knowing how to start — are reported at similar rates just behind fear of loss.
	Distrust — of fund managers and of mutual funds generally — is a third, distinct barrier theme, reported by about 1 in 5.
3. Previous investment and stopping reasons	A quarter of the focused group has invested in mutual funds before — this is not a first-time-investor sample.
	Most people who answered why they stopped investing are confirmed to be past mutual-fund investors.
	Among those who stopped, market conditions and returns are cited far more often than product complaints like fees or hidden costs.
4. Risk preferences and reactions	Most respondents lean cautious: over seventy percent prioritize capital preservation or stable returns over higher growth.
4. Risk preferences and reactions	Reactions to a hypothetical downturn are split — most say they'd hold or worry a little, but almost a quarter say they might stop investing.
5. Reported uncertainty	The topic with the most reported uncertainty is a general risk-diversification idea, not a mutual-fund-specific mechanic.
	Fewer than half of respondents correctly worked out that a return below inflation is a real loss.
	Most respondents describe themselves as at least somewhat familiar with stock markets — in tension with the uncertainty shown on the knowledge battery and inflation check above.
6. Group differences	People with no prior investment experience want more education, notably more than past mutual-fund investors.
	Fear of losing money rises steadily with income tier — the one barrier with a clear step-by-step gradient.
	Distrust of fund managers is reported notably more by past MF investors than by people with no prior investment.
	Three specific respondent-level relationships were tested — risk preference vs. fear of loss, expense-ratio knowledge vs. wanting education, and online-KYC knowledge vs. wanting a simpler process — and none shows a strong or consistent pattern.
7. Awareness sources and media	Friends, family, and social-media influencers are the two leading awareness sources — formal/professional channels lag far behind.
7. Awareness sources and media	Among media (as opposed to sources), social media and television lead by a wide margin — print and radio lag far behind.
8. Encouragement factors	A simpler process is the single most-selected encouragement factor — ahead of reducing the minimum investment or better education.
9. Learning preferences	Video is the clearly preferred format for investor-education content, well ahead of any other format.
	Very few respondents have attended any investor-education program before.
	The most-wanted education topics are practical protection (spotting fraud, knowing investor rights) — not product mechanics.
	Hindi leads as a preferred language, but no single language dominates — over a third want something other than Hindi or English.

5. Propositions

We propose a guided investing experience for young salaried adults that combines simple explanations, clear comparisons, transparent fund information and an understandable payment commitment. It would help users assess risk, resolve questions and complete SIP setup when they choose to invest, while allowing them to wait or reconsider. The proposal is informed by reported survey concerns and requires testing with users of INDmoney.