01 · Who we serve
We work with people putting money to work in mutual funds, who want a written plan and someone accountable when life or markets shift.
You are ready to begin a SIP or a lumpsum, and you want the first plan written down.
A house, education, retirement, or a cash need - the money has a job.
No single goal yet. You still want a wealth path that fits how you live.
The hard part is not buying. It is not abandoning the plan in a bad year.
02 · Where your money goes
When you invest, the rupees leave your bank and go to the mutual fund. Units are allotted in your folio, in your name. We do not receive that money, hold those units, or sit between you and the fund house.
A SIP or lumpsum is debited from your account.
The scheme receives the money. Units are allotted.
Holdings sit in your name. View, analyse, and transact more.
03 · Why you can trust us
The practice
Technology partner
NJ India Invest Private Limited is an AMFI-registered mutual fund distributor (ARN-0155). Investor presence in India: pincodes 75.8%, talukas 85.3%, cities 95.5%, states and UTs 97.2%. Data as on 31 July 2026. Assets managed by various AMCs, mobilised by NJ. To verify distributor credentials, visit amfiindia.com/locate-distributor.
04 · Us vs DIY apps
Apps are good at opening a SIP. Five years later, more DIY SIPs are gone.
| Us | DIY | |
|---|---|---|
| Starting a SIP | Quick & Paperless. You hold the login. | Any fund. Fast. That job they do well. |
| After five years | 4.4% of those long SIPs stopped. | 33% of those long SIPs stopped. |
| When you want to stop | We ask if the goal changed, or only the headline. | Two taps. Nobody has to pick up. |
Source: Cafemutual, March 2025 to March 2026.
That pressure is strongest when markets fall. Here is how it looked in the COVID market fall of 2020.
05 · Crisis behaviour
In 2020, Sensex and Nifty 50 fell 38%. Same ₹10,000 SIP. One sold as the drop started. One sold at that low. One stayed.
NAV
Stayed
Invested
Stayed Sold as the drop started Sold at the COVID low Total invested
₹10,000 SIP each month
Sold as the drop started
-
Sold at the COVID low
-
Stayed invested
-
₹10,000 SIP, first NAV of each month. Past NAV of the fund you pick. Not a recommendation. Drop started: this fund’s highest NAV from 1 Dec 2019 until the COVID low. The 38% above is the 2020 Sensex and Nifty 50 fall, from Kumar and Kumara, Materials Today: Proceedings, 2020.
06 · How we make you stay
Long-term wealth needs years. That is our work in your life.
You start the SIP. We keep it alive in good years and bad years. That is our work in your life.
When the screen is noisy, we bring you back to the plan you wrote. Not to the day’s number.
We hold the monthly habit with you. You do not need a brave month. You need us to not let the habit break.
You can start a SIP from your phone in a few minutes. Knowing whether you should, how much, and for what, is the conversation we have with you.
News, tips, and daily numbers make people freeze or jump at the wrong time. Fund changes do the same. We tell you what matters for your money. The rest you can leave.
Two people with the same salary can need completely different plans. We listen to how you actually live, and we build around that.
A new job, a child, a hospital bill, a house. Those do not show up on an investing app. You tell us, and we look at the plan again.
07 · Plan and portfolio
One beginning. One already invested, with a portfolio that needed structure.
Beginning
Already invested
Illustrative only. Names and details are fictional. Your outline will differ. Switching or rebalancing schemes can attract capital gains tax and exit loads.
08 · Further reading
Regulator and industry pages first. Use these to verify us and review our technology partner.
09 · Clear ask
No account opening on the first call. If it is not a fit, we will say so - including “stay on direct.”
Rebalancing or switching mutual fund schemes can trigger capital gains tax. Exit loads may also apply depending on the scheme and holding period. Any change to your portfolio should be reviewed for tax and cost impact before you proceed.