Mutual funds | Why financial advice matters

It is hard to miss the ‘Mutual Fund Sahi Hai’ advertisement. It’s on billboards, metro trains, in newspapers, on social media, at the IPL, and many other places. The campaign's success is undeniable, and it has brought millions of people into the investing fold through mutual funds (MFs). According to the Association of Mutual Funds in India (AMFI) data, the unique investor count had surged from 23 million in 2020 to over 61.4 million by mid-2026. But many of these new investors seem to have joined the bandwagon out of FOMO, and have not fully understood the nuances of mutual fund investing.