Mutual Fund Sahi Hai

Mutual Fund Sahi Hai' (meaning 'Mutual Funds Are Right') is the landmark investor awareness campaign launched by the Association of Mutual Funds in India (AMFI) in March 2017 — one of the most successful financial literacy initiatives in India's history, credited with driving a dramatic increase in retail mutual fund participation across urban, semi-urban, and rural India. The campaign's core message — delivered through television commercials, digital advertising, outdoor media, and social media — is that investing in mutual funds through systematic SIPs is the right financial decision for long-term wealth creation, presenting it as accessible, transparent, and professionally managed. The campaign specifically targeted first-time investors who kept savings in bank deposits or physical gold — educating them about the benefits of equity mutual fund investing while encouraging them to 'Invest in Mutual Funds — Sahi Hai.' The impact has been transformational: India's mutual fund industry AUM grew from approximately ₹17 lakh crore in 2017 to over ₹68 lakh crore by 2025, with monthly SIP contributions exceeding ₹20,000 crore — a large portion of this growth attributable to the millions of first-time investors mobilised by the Mutual Fund Sahi Hai campaign. The campaign continues to run across India, with AMFI spending hundreds of crores annually on investor education and awareness — funded collectively by all SEBI-registered mutual fund AMCs operating in India.