72% Women Make Independent Investment Decisions: Study

There has been a major change in the investment choices of the women living in the T30 cities (top 30 geographical locations in India). These investors are looking forward to investing in newer investment options like mutual funds, stocks and even startups. On the other hand, women living in B30 cities (locations beyond the top 30) have shown an inclination towards more traditional options. These include fixed deposits and gold besides the Mutual Funds. This has been highlighted in a study titled Women Investment Behaviour Report 2024 by Axis Mutual Fund, one of the fastest-growing fund houses in India.

B Gopkumar, managing director and Chief Executive Officer of the Axis AMC addressed the importance of this study. According to Gopkumar, “The mutual fund industry is undergoing a dynamic shift as more people, particularly women, embrace investing in mutual funds as part of their financial strategy. Our research into the investment patterns of Axis MF investors reveals that women constitute 30% of Axis Mutual Fund’s customer base and hold ~35% of the total AUM.”

AUM or the Assets under management (AUM) term is the total market value of the investments managed by a person or entity on behalf of investors.

The report has highlighted many other key points as well which include how women investors have emerged as long-term proponents of long-term investing. This preference for long-term wealth building fosters financial security and stability, not just for individual households but also for the broader economy.

According to the Women Investment Behaviour Report 2024, the conventional notions of passive women investors have also been shattered. The study reveals that a remarkable 71.9 per cent of women make independent investment decisions. The trend is more prevalent in the younger generations, with 75 per cent of women aged 25-34 and 70 per cent aged 35-44 taking control of their financial futures by making their own investment choices. This also underscores a major shift towards financial empowerment and autonomy for women across all demographics. It will pave the way for a more inclusive and diverse investment landscape.

The proportion of Axis MF women investors using fintech channels has leapt from 14 per cent to 55 per cent.