Overview

• The nationwide survey, conducted with Kantar, AMFI and market infrastructure institutions, covered about 90,000 households across 400 cities and 1,000 villages.
• Participation is concentrated in urban India at roughly 15% versus about 6% in rural areas, with the top nine metros near 23%.
• Product reach remains narrow, with mutual funds at 6.7%, direct stocks at 5.3% and less than 1% in derivatives or corporate bonds.
• About 80% of households prioritize preserving capital, a risk-averse stance that also appears among Gen-Z respondents.
• Roughly 22% of aware non-investor households plan to start within a year, seeking simpler digital onboarding, lower entry barriers and clearer information.