In the face of sharp decline in asset base, some mutual fund houses are seeking to gain investor confidence by introducing newer marketing features.

Bharti AXA, SBIMF and Tata Asset Management have come up with business development initiatives to draw investor attention.

Bharti AXA has introduced a product feature called 'Zero Balance Portfolio', where the fund house will feed information about products and services on daily basis either through email or by post. The AMC is offering the service across India through its distribution network free of cost.

"We will not force a subscriber of this service to buy our schemes. The idea is to educate investors about products with their long term return potential. After being fed by veritable facts, an investor will automatically take interest in schemes," said Vikaas Sachdeva, Country Head – Business Development, Bharti AXA Investment Managers.

Laying thrust on the Internet medium, Tata Asset Management has uploaded an audio speech of its managing director Mr. Ved Prakash Chaturvedi explaining investors the pros and cons of market recession with reference to Tata's 'reasonable' scheme returns.

"We always claim reasonable returns from our fund schemes. In this bear market, now we feel vindicated in respect of miserable performance of certain schemes which projected extraordinary returns during bull-run. We now aim to disseminate our trust worthiness in generating reasonable returns and bring back those investors who were earlier misguided," said an executive at Tata AMC.

The fund house has posted meticulous details of its portfolios on the website along with weekly market movements. It is also focusing on brand advertisement with no cut in ad cost even in this tight liquidity.

While Bharti AXA is getting good response in terms of free subscription on zero balance portfolio and expects the subscription to grow manifold by November end, fund houses like SBIMF and Birla Sunlife are intensifying their marketing efforts in increasing its SIP subscription.



"Our marketing blitzkrieg on SIP will continue to intensify through our all distribution networks nation wide," said Achal Gupta, managing director, SBIMF.

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Related Posts : 05-11-2008, Bharti AXA, Mutual Funds, SBI MF, TATA AMC