Frequently asked questions

We are an AMFI-registered mutual fund distributor (ARN-171748). When you invest through us in regular-plan mutual funds, the AMC pays us a commission — already built into the fund's expense ratio. You do not pay us a separate advisory fee for that path. For insurance, we earn commissions from the insurer on policies placed through us. We are transparent about this — and we have written about the direct-plan alternative on our Insights page so you can make an informed choice.

There is no formal minimum. We work with families starting their first SIP of ₹5,000 a month and families reviewing portfolios of several crores. What we look for is alignment — families who value discipline, patience, and long-term thinking. If that describes you, portfolio size matters less than intent.

Yes. We serve NRI families across Singapore, the US, the UAE, and Africa. The process works through video calls, email, and our client portal. We handle India-side compliance — KYC, FATCA, nomination updates, holding-structure reviews — so you are not navigating it blind from a distance. We recommend at least quarterly reviews for NRI portfolios.

We operate as a distributor, not as a SEBI-registered investment advisor (RIA). That said, our approach is advisory-first. Every engagement begins with goals, a protection audit, and a portfolio diagnostic — before any product is discussed. Bhanu holds the CFP® certification, which reflects a planning-led philosophy. We do not sell products first and justify them later.

Nothing dramatic. We listen. You tell us about your family, goals, existing investments and insurance, and what is worrying you. We do not pitch any product in the first meeting. Afterwards we study your portfolio and return with observations and a proposed framework. If working together makes sense, we proceed. If not, the conversation cost you time but not fees.

Quarterly for active portfolios; semi-annually for stable ones; and immediately when life changes — a job shift, a child, a medical event, a property decision, or anything that changes the financial picture. Reviews follow your life, not headlines.

We recommend specific funds only after understanding goals, risk capacity, horizon, and existing holdings. We do not publish “best fund” lists or push NFOs. Recommendations sit inside a structured allocation — not as standalone tips.

Yes. Insurance is foundational. We use Human Life Value thinking for families, audit existing policies for adequacy and overlap, and recommend cover where gaps exist. Our Chief Patron, Sukhmal Chand Jain, has been a LIC agent since 1974 — protection is in the firm's DNA.

Our fortnightly newsletter — markets, behaviour, compounding, and how we think about advice. Written by Bhanu and edited by Sapna; free, without spam. You can read Issue F01 on the site before subscribing.

Of course. Many families arrive with existing portfolios elsewhere. A review is not a commitment to switch — it is a check on whether the current structure serves your goals. If it does, we will say so.

Tinsukia, Assam — 1st Floor, Ankit Towers, S.R. Lohia Road, Tinsukia — 786 125. We work with families across Upper Assam, major Indian cities, and the NRI diaspora. Location has not been a barrier to how we operate.

Investing with a date and a rough price tag in mind — education, home, retirement — so your mix of safety and growth matches when you need the money, not when a friend WhatsApp’d a tip.

Systematic Investment Plan: a fixed amount invested on a schedule (usually monthly) into a fund or portfolio. It turns saving into a calendar habit instead of a mood decision.

A SIP that increases by an agreed percentage or amount each year as income grows. The jump feels small month to month; over a decade it can materially lift your corpus without a dramatic lifestyle cut.

No. Lump sum is money invested once; SIP is money invested in instalments. Both can be appropriate; which fits depends on how much sits idle, your horizon, and whether you need rhythm to stay invested.

How you split money across broad buckets — equity, debt, cash, sometimes gold or property-linked exposure — so no single asset type decides your entire future.

Not putting every rupee on one bet. True diversification is across types of companies and instruments, not fifteen funds that move the same way.

How quickly and cheaply you can turn an asset into cash without distress-selling. Long-term growth and high liquidity rarely live in the same box — which is why emergency buckets matter.

Periodically bringing your mix back toward a chosen allocation when markets push it off-centre — a disciplined trim or top-up, not a prediction trade.

No. It is the arithmetic of buying more units when prices are lower and fewer when higher, via fixed instalments. Discipline matters more than the label.

Money kept aside for job loss, medical surprise, or family crisis — typically in liquid, low-drama accounts — so long-term investments do not become emergency ATMs.

The slow rise in prices over time. A crore “feels” smaller two decades later because the same rupee buys less. Long goals need growth assets and honest arithmetic, not nostalgia.

Prices can fall, stay flat, or swing without warning. Risk is not a bug in regulated products — it is the price of seeking growth. Your job is to align risk with when you need the money.

How much an investment’s value bounces around. High volatility is not “bad” for a twenty-year goal if you can stay invested; it is painful if you need the money next year.

Compound Annual Growth Rate — a smoothed yearly return figure across a period. Useful for comparing long windows; useless for predicting the next twelve months.

Because winners rotate. A chart is history, not a contract. Process, costs, and fit to your goal matter more than last year’s leaderboard.

A standard index or blend used to judge whether a manager added value after risk and costs — not a guarantee you should buy the benchmark yourself.

Beta: how much a fund tends to move relative to its market cousin. Alpha: whether it beat that cousin after adjusting for that sensitivity. Useful for analysts; for families, behaviour often matters more.

Equity Linked Savings Scheme — mutual funds with a statutory lock-in, often used under Section 80C-type baskets for tax-saving. Rules and limits change in Budgets; confirm the year’s law before acting.

A bucket of specified investments and expenses that may reduce taxable income up to a legislated cap — the list and ceiling are political; verify each assessment year.

Tax on profit when you sell something that appreciated — equity funds, debt funds, property, etc. Holding periods and rates differ by asset and by law year. Your CA maps this to your return.

Regulators need identity, residency, and tax reporting hooks. Completing them once cleanly saves drama later — especially for NRIs and joint holders.

Securities and Exchange Board of India sets disclosure and conduct rules for markets and mutual funds — to protect investors and keep the game observable. SEBI is not a personal guarantee of profits.

AMFI is the industry association for mutual funds in India — standards, ethics codes, investor education. ARN is an adviser/distributor registration number. Seeing an ARN means check credentials — not automatic endorsement of skill or fit.

Scheme Information Document and Key Information Memorandum describe mandate, risk factors, and costs. Factsheets summarise recent portfolio and performance. Boring reading — cheaper than surprises.