India’s investment landscape is experiencing a major transformation, with mutual fund assets under management (AUM) projected to exceed Rs 300 lakh crore by 2035. A report by Bain & Company, in collaboration with Groww, indicates that direct equity holdings are expected to rise to Rs 250 lakh crore. This shift is primarily driven by an increase in mutual fund penetration among Indian households, which is predicted to double from 10% to 20% over the next decade, especially among mass and mass-affluent investors outside the top 30 cities.
Growth in Tier-2 Cities and Young Investors
The report highlights a democratization of investing in India, with a notable rise in participation from younger investors, women, and households outside major metropolitan areas. Over the last decade, average monthly Systematic Investment Plan (SIP) inflows have surged at a compound annual growth rate (CAGR) of 25%, mainly driven by individuals aged 18 to 34. Investors under 30 now represent 40% of the National Stock Exchange (NSE)-registered investors, a sharp increase from 23% in FY19.
Additionally, smaller urban centers are pivotal to this growth. Approximately 55% to 60% of new SIP registrations come from B30 cities, and areas beyond the top 110 cities now account for 19% of mutual fund AUM, up from just 10% in FY19. Women’s participation in the investment sector has also witnessed a positive trend, rising to 25% in FY24 from 20% in FY19. This shift reflects a broader acceptance of investment practices among diverse demographics, contributing to a more inclusive financial ecosystem.
Digital Platforms Revolutionizing Retail Investing
Digital platforms are rapidly becoming the channel of choice for retail investing in India. Currently, around 80% of equity investors and 35% of mutual fund investors are onboarded digitally. Notably, Gen Z investors make up roughly 45% of the overall investor base, and salaried individuals are emerging as the dominant segment.
Investors from Tier-2 and Tier-3 cities account for nearly half of all users on digital investment platforms, highlighting the expanding reach of these channels. The convenience and accessibility provided by digital platforms are expected to further encourage investment participation, especially among younger, tech-savvy individuals. This trend enhances the overall investment experience and fosters a culture of financial literacy and empowerment across various segments of society.
Retail Investing as a Catalyst for Economic Growth
Retail investing is set to play a crucial role in driving India towards a $10+ trillion economy. Increased participation in the investment landscape is anticipated to boost market liquidity and facilitate more small and medium-sized enterprise (SME) initial public offerings (IPOs). The report notes significant growth in SME IPOs, which have surged from Rs 1,800 crore in FY19 to nearly Rs 6,000 crore in FY24.
Rakesh Pozhath, a partner at Bain & Company, stated that India is entering a transformative era of retail investing. He pointed out that steady domestic inflows are providing resilience to capital markets, enabling them to absorb volatility and recover more swiftly. As investment participation broadens across generations and geographical regions, India’s financial landscape is evolving into a more inclusive and mature system, characterized by longer holding periods and a sustained SIP culture that promotes long-term wealth creation.
Digihunt is not a financial advisor and this is not investment advice.









