1. Wealth Creation -

Money has a fickle nature to it, wealth is built with discipline. And we want to help our clients build this wealth bit by bit. We believe time in the market beats timing the market.

2. Wealth with Wisdom -

We keep the client first - at all times. And so, the client should know the difference between good advice and self-interests when it comes to their money. Thus, we believe in not just being instructors, but guides who illuminate the path for you.

3. Client First -

We keep clients first, because personal finance is more personal than finance. So, we stand with our clients to help them make decisions which are right for them.

We believe in staying invested through thick and thin. We do not practice churning for ourselves or our clients. Our role is filling the Behaviour Gap - the difference in returns between fund returns and actual retail investor returns.

Beyond this, we are huge proponents of contrarian and value investing - investing in things which are undervalued and hence have not worked in the recent past. This is the only consistent way how people can get additional returns over existing fund returns.

We don't promise any returns above 12% which is how broadly the NIFTY 50 has performed over the past 20+ years. Any return earned above that is a combination of discipline and luck.

We believe that returns are earned by those who deserve it, not those who wish for it. That means sticking through tough markets and even tougher public paranoia.

1. Those who are in it for the long term and do not get affected by short term market noise.

2. Those who are goal oriented and not return oriented.

3. Those who are willing to learn and grow together. We believe life is about continuous learning and we want a partner who can partake with us in that.