Money talk usually centres on what’s urgent—EMIs, education, holidays. But planning for life after work? That rarely makes the list. In this candid conversation, Kailash Kulkarni, CEO, HSBC Mutual Fund, explains why that needs to change. From the insights behind their campaign to the importance of early financial planning and grassroots literacy, he shares how retirement can move from being a last-minute worry to a long-term, fulfilling goal. No jargon, no fear—just a timely push to rethink what financial security really means.
Q] The ‘Retire to More’ campaign presents a refreshing take on retirement. What was the core insight behind it?
Firstly, I’m glad you found it refreshing — that was the goal. We wanted to break the idea that retirement is boring. It should be something to look forward to. When we spoke to people about their post-retirement plans, three common themes emerged. So, we created light-hearted, relatable films that make viewers say, ‘That’s me!’ The campaign brings real aspirations to life.
Q] Your campaign, ‘SIP hai Fayde Wali Aadat’, struck a chord with many. Was there a key takeaway from that which helped shape ‘Retire to More’?
‘Fayde Wali Aadat’ was a relatable, colloquial phrase that clicked with people. They understood SIPs bring benefits, especially through our light-hearted videos. While SIPs are now part of investor culture in India, many still don’t plan them well. The campaign aimed to show how SIPs help achieve life goals. Retirement, as a separate goal, needs the same approach. With long-term SIPs and early planning, you can avoid last-minute stress and truly do what you’ve always wanted after retirement.
Q] What kind of research helped you arrive at the three themes — passion, freedom, and life — for the campaign films?
Research showed that nearly 40% haven’t planned for retirement. Earlier, parents relied on children, but today many live apart, and seniors prefer staying in their own circles. As a result, both men and women now realise they may have to keep working — not by choice, but out of need. These insights made it clear: retirement planning must start early.
The three films came from real insights. One person said they’d been a dancer and wanted to perform again — that became one story. Many, especially younger people, spoke of travelling post-retirement or retiring early, which needs proper planning. Others shared hidden passions like singing or baking, inspiring a film about a corporate professional starting a bakery. The idea was to show what’s possible when you start planning in your 30s or 40s, giving yourself time to prepare.
Q] The campaign has been visible across social media, digital, and outdoor platforms. What was the media strategy behind this mix? And could you share what’s working best so far?
The full campaign hasn’t launched yet. It’ll roll out over the next few months. So far, we’ve focused on social and digital media, along with some outdoor branding like metros and buses. The QR code there links to our retirement calculator to help users estimate savings. We plan to extend the campaign to television soon. For now, the digital and social pieces have performed very well in terms of views and impressions.
Q] The campaign highlights that 4 in 10 affluent Indians feel unprepared for retirement. Is HSBC Mutual Fund looking to drive this insight into long-term behaviour change?
Yes, absolutely. When people talk about goal planning, they usually mention children’s education, a home loan, or a holiday, rarely their own retirement. That’s the conversation we’re now trying to start, not just through ‘Retire to More,’ but across forums: media, public gatherings, and small group sessions across the country. We’re not trying to create panic, but encouraging people to plan early so they can enjoy a fulfilling retirement. It’s a message we’re pushing consistently and one that really needs to become a
national focus.
Q] Have you seen any early signs of success from the campaign, perhaps in terms of increased investments or engagement?
I’ll share an anecdote. Before the public launch, we ran the campaign at our annual HSBC employee event. We introduced the retirement calculator, and many were surprised by how much they needed to save. It triggered the thought: I need to do more. That gave us an early insight from a closed user group into the tool’s impact. Since the public launch, it’s only been about two weeks, so it’s too early to talk about long-term results. But the immediate feedback has been great. People are saying the films feel warm and relatable. Many have thanked us for the calculator too, saying it’s helped them plan better. That’s how we’re looking at early success for now.
Q] The average retirement savings in India is estimated to be around `3.9 lakh. How do you plan to make investors see retirement planning as achievable, rather than daunting?
It is achievable, but a bit of that ‘daunting’ feeling is necessary. Without it, people don’t take the first step. The urgency to start today is key — not six months later. The earlier you begin, the better. Even if it means small lifestyle changes now, it’s worth it. Otherwise, you risk being among the many who reach retirement unprepared. For us, even starting that conversation is a step towards success.
Q] Financial literacy remains a barrier for many, especially in regional areas. Beyond campaigns, are there on-ground or community-led initiatives to address this gap?
Yes, absolutely. At HSBC Mutual Fund, a lot is being done to promote financial literacy on the ground. We work closely with defence forces, educating them on the importance of investing and factoring in inflation, which many people overlook. For example, `50,000 might be enough today, but 15 years later, due to inflation, the same lifestyle could cost `3–4 lakh a month. Our retirement calculator includes this factor to help people plan better. We’ve educated over 50,000 defence personnel so far. Additionally, we conduct 100–150 on-ground sessions every month, catering to groups of 15 to 50 people. We also train CBSE school teachers in financial planning, and thus, the students. The idea is to start young and build awareness early. So yes, there’s much more happening beyond just campaigns.
Q] Apart from retirement, are there other goals like education or health that HSBC Mutual Fund is focusing on — or plans to focus on in the future?
We believe in goal-based investments, tailored to the audience. With school teachers, we focus on post-graduation—a 5–7 year goal. For defence personnel, it’s long-term planning, as they often retire early with decades ahead. We’ve even spoken to young children about their dreams. Unlike earlier generations with fixed paths like engineering or medicine, today’s kids want to be astrophysicists, chefs, or film stars. The message to parents is simple: every dream needs planning and investment. Depending on the goal, the horizon could be 10, 15, or 20 years—there’s no ‘one-size-fits-all’ approach; we shape each goal and story to fit
the audience.
Q] Given global uncertainties and market fluctuations, what steps is HSBC Mutual Fund taking to safeguard investor confidence and ensure long-term returns?
We follow a two-pronged approach: engaging both investors and educating our distribution partners. For distributors, we run regular webinars with our Indian team as well as global experts who explain geopolitical events and market shifts. This helps them guide investors with confidence. For investors, we send monthly newsletters that cover the basics of investing, goal-setting, and the importance of long-term investments. We also share data showing how markets have recovered from past global events to help counter panic-led withdrawals.
We emphasise that long-term investing only makes sense when tied to specific goals. Retirement is a great example; it’s the longest financial goal compared to shorter ones like a child’s education or buying a home. Through SIPs, we encourage disciplined investing, helping people grow their wealth even after factoring in inflation and taxes. That’s the core message of #RetireToMore.
