Two waysto begin.
Fiduciary advice as a SEBI registered Investment Adviser, or mutual fund solutions as an AMFI registered distributor. One capacity per engagement, never both.
The two capacities
SEBI Registered Investment Adviser
Advisory
- Independent, fiduciary investment advice
- We advise, you invest
- Portfolio reviews at regular intervals
AMFI Registered Mutual Fund Distributor
Mutual Fund Solutions
- Goal based mutual fund selection
- SIP or lump sum amount
- Fund reviews at regular intervals
- Investments made directly with fund houses, in your name
The capacity is stated in writing before anything begins, and what each one costs is set out below.
Fees
Set out in writing before an engagement begins.
Advisory
Annual fee on assets under advice
| Assets under advice | Annual |
|---|---|
| Up to ₹1 crore | 1.50% |
| ₹1 crore to ₹5 crore | 1.25% |
| Above ₹5 crore | 1.00% |
- Rates are annual and applied slab-wise, so each rate applies only to the portion of assets within its band.
- Billed quarterly in arrears, on the average daily value of the assets under advice during the quarter.
- All fees are exclusive of GST, charged at the prevailing rate.
For example. On ₹3 crore, the fee is 1.50% on the first ₹1 crore and 1.25% on the next ₹2 crore, ₹4,00,000 a year before GST.
Mutual fund distribution
No fee charged to you
Under mutual fund distribution the firm is paid trail commission by the asset management companies, at rates each AMC sets under AMFI standards. It is embedded in the regular plan expense ratio rather than invoiced to you, and it is disclosed in full in the engagement letter signed at onboarding.
One capacity applies per engagement. The same assets are not advised for a fee and distributed for a commission at the same time. Which capacity applies is agreed in writing before the engagement begins.
No lock-in and no exit penalty. The engagement can be ended at any time with short written notice.
SEBI caps annual fees for individual Investment Advisers at 2.50% of assets under advice. This schedule sits within that limit.
[PLACEHOLDER: Reviewed fee disclosure, the most important terms of the advisory agreement, and any SEBI or AMFI mandated language on fees and commissions, to be inserted after compliance review.]
Suitability is the first test. Product selection is the second.
The engagement,
in six stops.
Every relationship follows the same documented path.
How it begins
Understanding you
Capacity to bear loss and temperament to endure it, assessed separately. The more cautious answer governs.
Suitability before product
Every recommendation passes suitability first. A failed gate means the exposure is declined.
A written charter
An Investment Policy Statement we both sign: profile, mandate, benchmark, review cadence.
How it continues
Reviews on a cadence
A monthly scan, a quarterly review, an annual re-certification. Life events trigger one any time.
Rebalancing on triggers
Pre-committed triggers, new money directed first, every action weighed for tax and cost.
Honest reporting
Plain language, nothing hidden, and a down year called a down year.
Plain dealing, in writing.
Risks are described as concrete scenarios, before capital is committed.
Drawdowns are discussed before they happen, and named when they arrive.
Benchmarks are fixed at the start and never moved to flatter the outcome.
Every recommendation is approved by the Principal Officer, by name.
Conflicts of interest are disclosed, including the founder's own holdings.
You can leave at any time. No lock-ins, no exit penalties.
[PLACEHOLDER: Grievance redressal statement, escalation contacts, and regulatory disclosure references, to be inserted after compliance review.]
Asked often, answered plainly.
A first conversation carries no fee and no obligation.