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Bank deposits , real estate . gold, PPF , Post Office savings have been the most popular investment avenues of Indian households. Mutual Funds investments having been gaining increased attention from Indian investors since 2009 with SEBI ‘s various initiatives and active involvement from Asset management companies and mutual fund distributors.  


The AUM of the Indian MF Industry has grown from Rs. 6.65 Lakh crore as on 31st December, 2009 to Rs.26.54 Lakh crore as on 31st December, 2019, about 4 fold increase in a span of 10 years.Out of which about 2.5 times growth has been achived in the span of five years viz:From Rs.10.51 Lakh crore  as on 31st December, 2014 to Rs. 26.54 trillion as on 31st December, 2019. The total number of accounts as on December 31, 2019 stood at 8.71 crore (87.1 million), while the number of folios under Equity, Hybrid and Solution Oriented Schemes, wherein the maximum investment is from retail segment stood at 7.75 crore (77.5 million). This is 67th consecutive month witnessing rise in the no. of folios.


Distribution of Mutual Funds has been traditionally carried out through various distribution channels like Banks, National Distributors, Independent Financial Advisors(IFAs), Digital Channels  and Direct sales.


This paper tries to study the shift in distribution models and investment patterns of investors mutual funds in India. 

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