According to the fund home, regardless of the challenges of the COVID19 Pandemic, this assortment determine is a big enhance over these of our earlier two NFOs within the final one yr (Sundaram Equity Fund – Rs 358.95 crore in September 2019 and Sundaram Balanced Advantage Fund Rs 485.12 crore in March 2020).
Sundaram Bluechip Fund might be managed by Rahul Baijal – Senior Fund Manager – Equity and S. Krishnakumar, CIO – Equity. The benchmark chosen is the Nifty 100 TRI Index. The fund reopens for subscription on October 14, 2020.
The fund home says that the success was partly achieved by Sundaram Mutual’s Digital-First method to the Marketing and Investment Execution course of.
Using a number of social channels, the Google Ads Network, and business related boards, Sundaram Mutual leveraged numerous codecs to make customers conscious of the USPs of the fund via reside webinars, movies, informative posts, Live Q&A periods, podcasts, engagement tales, and so on, mentioned a press launch by the fund home.
The fund home activated a Distributor Initiated Platform (DIT) the place transactions could possibly be initiated by distributors and executed upon investor authorization. By merely clicking on the hyperlink, traders might transact on a touchdown web page with the distributor’s pre-filled particulars; A devoted NFO Helpdesk was additionally set as much as assist with operational and digital transaction queries, the press launch mentioned.
On the shopper entrance, investments have been accepted on web site via a quite simple three-step course of both direct, or via their current distributor, as additionally via numerous main on-line platforms. Investors have been additionally in a position to arrange SIPs via a paperless eNACH (digital mandate) characteristic.
Sunil Subramaniam, Managing Director, Sundaram Mutual mentioned, “The response to the Sundaram Bluechip NFO was overwhelming in these challenging times! 60% of the applications received through the Digital mode has been a strong validation of the Digital First approach adopted by us. Sundaram Mutual has always been retail-focussed in its distributor and customer approach.”
He added that, “Given that Covid had created challenges on the physical infrastructure front for many of our partners, we had necessarily to make the ‘selling and investing’ journey as seamless and paperless as possible. Also, with an increasing number of prospective investors spending a significant part of their time on online media, it was imperative for us to engage them with online marketing campaigns as well as provide digital STP (Straight Through Processing) enablers at scale. The slew of features released by our team and our RTA, along with campaigns have been instrumental in the success of our NFO. On the campaign front, #SizeMatters as a tag line with the Sumo Wrestler visual has been very well received by investors and we are thrilled by the collections!”