India’s mutual fund industry has entered a new phase of growth. With assets under management surpassing ₹81.6 lakh crore, participation continues to expand across geographies, demographics, and investor segments. Yet, as access to investing has widened, investor confidence and understanding have not always kept pace.

Based on insights from 1,100+ investors and non-investors across India, this report examines how reputation influences investor behaviour, what drives trust in mutual fund companies, and why factors such as fund manager credibility, communication quality, customer experience, and investor education are becoming as important as performance itself.