Tata Mutual Fund has launched the latest edition of its investor education campaign titled ‘Index Funds Simple Hai’, as part of its ongoing efforts to raise awareness about index funds.
The 2025 edition builds on last year’s campaign and employs a character-driven storytelling approach. It aims to communicate a central message: investing in index funds is simple, accessible, and cost-efficient.
This initiative falls under the broader ‘Desh Kare Nivesh’ platform. It features scenarios drawn from daily life — such as conversations on local trains, discussions over tea, and casual chats among friends — to highlight three main attributes of index funds: tracking the market, cost savings, and convenience.
The campaign seeks to reach a diverse audience across urban and rural India, targeting individuals who are increasingly taking responsibility for their financial decisions.
“Index funds have established themselves as a smart and inclusive investment choice,” said Prathit Bhobe, Chief Executive Officer and Managing Director of Tata Asset Management. “Whether you're starting your investment journey or are a seasoned investor seeking efficient diversification, index funds offer a good value proposition. With our latest campaign, we aim to simplify the complexities, raise awareness, and empower investors to make confident and informed decisions. The rapid growth in AUM of index funds is a testament to the category's increasing acceptance.”
As of 30 June 2025, the net assets under management (AUM) in index funds stood at ₹3.09 lakh crore, an increase of over 44% from ₹2.14 lakh crore in March 2024. This growth reflects rising interest among Indian investors in low-cost, transparent investment options.
Ashish Pawar, Head – Marketing, Tata Asset Management, said, “Our aim with this campaign is to bring index funds into everyday conversations. The messaging is simple, yet sharp, and the core content is relevant for anyone looking to make informed and efficient investment choices.”