market: Industry campaigns like ‘Mutual Funds Sahi Hai’ key to SIP growth: Sunil Subramaniam

“It is I think a consistent marketing by the industry through its campaign Mutual Funds Sahi Hai where top brand, top icons of the country are being roped in to do that, plus the entire distribution force I think had constantly been focusing on,” says Sunil Subramaniam, MD & CEO, Sundaram Mutual.

Month after month we keep on talking about this record high number, come hay or hail the support from the retail subscribers of the SIP continue to be unabated.
Absolutely. I think it is still under-penetrated market. Equity penetration in India is still in the single digit. So, I think there is immense scope for this to grow. And it is I think a consistent marketing by the industry through its campaign Mutual Funds Sahi Hai where top brand, top icons of the country are being roped in to do that, plus the entire distribution force I think had constantly been focusing on has helped in growth.

I want a reaction on the smallcap, midcap end of the market. Are flows going there? What is the latest show, the SIP number show?
Yes, I think they continue to come into the small and midcap because increasingly even distributors are realising that valuations that have risen and they are hence telling to get people to put it through SIP rather than through lump sum, so I think that strategic thought continues. And I think it is also better bet from the retail investors to approach this segment through SIP.