A variety of online investment platforms have started advertising and churning out digital content to create awareness about products such as mutual funds and shares as scores of new retail investors have thronged the Indian stock markets during the lockdown. It also ran a television campaign to build awareness about financial products to help young people make investment decisions. Online stock broking platform Zerodha is riding on content creators in the finance space recommending the platform to new investors. However, a segmental digital strategy is called for to cater to the mass market, mass affluent and high and ultra-high net worth segments, Shah said. The mass affluent segment has increasing digital propensity in terms of enrolment in new products, digital trade execution and performance tracking, he said.

Source: Mint November 18, 2020 03:11 UTC