India’s millionaire households have jumped 90% in just four years, and a gold rush for wealth managers has begun. Firms like Nuvama, Kotak, and 360 One are in a race for high-net-worth clients—deploying relationship managers, slashing rates, and dangling exotic products to stay ahead.
But the old playbook of generous distribution fees is colliding with a new reality. Today’s wealthy are savvier, fee-sensitive, and increasingly leaning on advisory-first models or even building in-house family offices. That’s left pure-play firms in a difficult spot, even as VC-backed challengers chase growth at all costs.
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