Cash investments in mutual fund can be tricky: A rural investors perspective

In the recent past the significant proportion of the investment of the urban investor is being attracted by the mutual funds. This has led to the saturation of the market in the urban areas. In order to increase their investor base, the mutual fund companies are exploring the opportunities in the small towns and sub-urban areas. But marketing the mutual funds in these areas requires the positioning of the products in the minds of the investors in a different way. The product has to be acceptable to the investors, and at the same time the investors should be aware of it. Also they are ready to invest their cash amount in Mutual Funds. The present paper deals with all these issues.