The Struggle for Passive Funds in a Competitive Landscape

 For a while now, the new kids on the block in India’s $750 billion mutual fund industry have been trying to really shake things up.

The likes of Navi, Zerodha and Groww have been dreaming of a big disruption. And a couple years ago, they thought they had found the answer to their prayers. A playbook that would catapult their growth.

They were convinced passive investing is the future. They had good reason to believe so. Last year, passive funds won the big game in the US, where—for the first time ever—they overtook active funds in assets under management (AUM). Blackrock and Vanguard built empires on this shift. So, naturally, the question is: why not in India?

Well, things haven't worked out quite how they had hoped.

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