The Campaign

Financial literacy is regarded as an important requirement for functioning effectively in modern society. And trends in retirement income policies,work patterns and demography suggest its importance can only increase in the year ahead. Rising financial literacy supports social inclusion and enhances the well being of the community. With a very high household savings rate__over 30% of the country's GDP at last count__Indian investors understand savings over current consumption.However, a large part of this money is in low yielding assets and fixed income instruments. There is a need to upgrade the investor to a far-sighted 'Planner' to help him invest with a long-term horizon, taking into account his overall financial goals and needs, while being aware of the risks and returns associated with such investments. With these factors in mind, UTI Mutual Fund initially in 2010 had launched its largest Investor Education Initiative called “Swatantra”. This Initiative is in Partnership with Ministry of Corporate Affairs, Government of India UTI Mutual Fund had launched its largest Investor Education Initiative called “Swatantra” for creating awareness about the concepts of financial planning and benefits of investing in mutual funds.

Results

• In the initial stage, we introduced financial planning, the advantages of the same and the different types of financial products like bank FDs, post office savings schemes, mutual funds, insurance, pension products, shares, bonds etc, with which one can have a financial plan. We also introduced the concepts of financial advisors and financial planners, why they are important, what all they can (and should) bring to the table, and how to select the best one. • In the next stage we introduced the concept of risk and how one can manage risks associated with one's investment plans. This was the stage where we also introduced our readers to different kinds of mutual funds available in the market, classified by the level of risks associated with them: low risk, medium risk and high risks schemes. • In between we also introduced the concept of systematic investment plan (SIP), the virtues of SIP and the power of compounding helps to build a large corpus over the long run. • Each week we also invited at least one industry expert to write on the theme of page. Titled 'Guru Speak', this column is aimed at validating to our readers about what we are saying with a stamp of approval from someone with years of experience in the same field • To break this prejudice, UTI started an initiative called the ‘UTI Mythbuster’ wherein we christened a character called ‘Swatantra Kumar ‘to decode the myths that the investors would have and with examples that prove them wrong.

The Audience were drawn to the content in various ways: 1. Every Tuesday articles that were published were contextual to their life 2. We even developed an interesting character 'Swatantra Kumar' who was used to demystify myths in their mind 3. Frequent buzz was created on digital landscape too 4. UTI Knowledge Caravans traveled through almost all the states in India and covered a total distance of about 10,000 kms. During their journey more than 1300 Investors Meets were conducted.

Over 7.5 million people, taking there first step towards financial literacy. Increasing their opportunity to secure a brighter future and sustained prosperity. To truly experience SWATANTRA.