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The Art of Mutual Fund Distribution: Insights from an Expert


In today’s dynamic financial landscape, mutual funds have emerged as a popular investment tool for individuals and families looking to grow their wealth.

To gain deeper insights into the field of mutual fund distribution, we had the privilege of speaking with Shankar Bhatt, the Founder and CFP of Credo Capital. With 16 years of experience in distributing mutual funds and advising around 50 families with an estimated AUM of 120 Crores, Shankar is a seasoned expert in the field.

Our conversation shed light on the key factors that contributed to his success and the art of personalised mutual fund distribution.

The Importance of a Personalised Approach

Shankar’s journey into mutual fund distribution was propelled by his background in wealth management and a burning desire to establish his own venture. One of the key principles he emphasized is the importance of a personalized approach. Recognizing that one size does not fit all, Shankar believes in understanding the unique needs of each investor. Before making any recommendations, he takes into account factors such as the investor’s age, current portfolio, and investment goals. This tailored approach ensures that his clients receive customized mutual fund recommendations that align with their financial aspirations.

The Power of Asset Allocation

A crucial aspect of Shankar’s strategy is an effective asset allocation framework. This
framework guides clients through investment options, including stocks, fixed income, real estate, and gold. Shankar excels at customizing this allocation to suit his client’s specific needs and risk appetite. By carefully balancing these assets, he creates a diversified portfolio and reduces the overall risk exposure for his clients. Mutual funds play a pivotal role within this asset allocation framework, serving as a key component for achieving the desired investment objectives.

Building Strong Client Relationships

Effective communication is the bedrock of any successful client relationship, and Shankar firmly believes in its significance. Regular and transparent communication is the key to building trust and ensuring that clients remain well-informed about their investments. Shankar recommends at least one annual meeting to discuss progress, reassess goals, and make any necessary adjustments. This open line of communication allows him to address any concerns, answer queries, and provide guidance, ultimately empowering his clients to make informed decisions about their mutual fund investments.

Leveraging Technology for Mutual Fund Management

Shankar acknowledges the role of technology in streamlining his mutual fund distribution operations. Among the various tools available, he highlighted the reporting system of MProfit as a game-changer. For Shankar, MProfit has simplified mutual fund management by generating clear and comprehensive reports on investments, capital gains, and dividends. By leveraging MProfit’s powerful capabilities, Shankar is able to efficiently track and analyse the performance of mutual fund portfolios, allowing him to provide accurate and timely advice to his clients.

A Personal Touch and Attention to Detail

While technology plays a pivotal role in Shankar’s operations, he also believes in the
importance of maintaining a personal touch. Managing a team of three people, he ensures that each client receives personalized attention. This hands-on approach enables him to understand the intricacies of his client’s financial situations, identify their unique investment needs, and deliver tailored solutions. By fostering a close-knit and dedicated team, Shankar creates an environment where clients feel valued and supported throughout their investment journey.


Mutual fund distribution is an art that requires a delicate balance of personalized approach, attention to detail, effective communication, and the utilization of automated software tools. Shankar’s experience and expertise serve as a testament to the significant impact a seasoned expert can have on investors seeking tailored investment options. With the guidance of a mutual funds distributor like Shankar, individuals and families can navigate the complexities of the financial market and make well-informed decisions that align with their unique needs and goals.

19 June, 2023