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How women invest in the age of finance bros

Kuvera, one of India's leading platforms for wealth management analyzed investors in India for insights into gendered investment behavior.

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Investments play as crucial a role in wealth-building as a nutritious diet does in wellness. It puts money to work and creates a hedge against inflation. For the longest time, men held higher power in financial decision-making, but fortunately, women today are taking charge of their finances. 

Kuvera, one of India’s leading platforms for wealth management recently analyzed investors across India to gather insights into gender-wise investment behavior. Their findings exhibit investment patterns that set women investors apart while some findings pose interesting questions. Read on to explore more about how Indian women are investing. 

Gender parity in Investing sector 

On the occasion of International women’s day 2022, Kuvera ran a survey to understand the state of female investors in India. Among other things, the data highlighted that the gender gap still stands in the way of financial equivalence. The statistics painted a sobering picture that out of every 5 investors in India, only 1 is a woman.

Top cities for women investors 

It also presented cities with a higher percentage of women investors, with NCR at the top with 10.34 %, Banglore with 9.43%, Mumbai with 8.03%, Pune with 4.56%, Chennai with 3.59%, and Hyderabad with 2.75%

On Kuvera’s analysis of the share of the top 6 cities vs the rest of India, it came to light that over 60% of women investors are from India beyond the headlines.

Why are women delaying investments?

Kuvera also looked at the age difference between men and women investors; the median age of women is 34 years whereas it is 31 years for men. When looking at the average age of investors gender-wise, women were at 37, and men at 33. The major reason for this variation is the gender pay gap. This causes women to start investing much later than men.  

Positive trends among women investors 

The data further suggests that positive exponential growth can be seen in women’s participation in tax-saving investments. The share of women investing in ELSS funds has shown consistent growth (from 23% to 28%) in the last three years,

Mutual funds are the preferred choice of investment for 22% of women, followed by shares and gold. 34% of women seem to prefer having a mix of investment instruments like fixed deposits, RD, PPF, and savings accounts.

Top Financial Goals of women

When asked about their top financial goals, women seem to prioritize retirement & buying a house. A significant portion invests for their children’s education. Almost 50% more women have a plan for their 25th anniversary when compared to men.

Other Financial Goals Of Women include:

26% of women invest to retire easily.

21% of women invest to own a house.

14% of women invest for child education.

12% of women invest to buy a car.

12% of women invest for a foreign vacation.

8% of women invest for tax-saving.

4% of women invest for their anniversary

What is Kuvera?

Kuvera is India’s widely trusted investment platform with over 1.4 million investors and more than Rs 38,000 crore in assets under advisory. Registered with the Securities and Exchange Board of India (SEBI) as an Investment Advisor, Kuvera offers a range of investment options starting from commission-free mutual funds, FDs, Indian Stocks and US equities. A key feature of Kuvera is their goal-based investing approach. Investors can also use their smart Tax Harvesting feature to reduce long term tax impact every year. Kuvera also lets you track external investments in mutual funds, stocks, gold and EPF. 

The team consists of data-driven ex-money managers & techies who are making investing simpler, faster and better. was founded by Gaurav Rastogi (Univ. of Chicago, IIT Delhi) and Neelabh Sanyal (IIM Bangalore) as a platform that makes wealth management and investment tools accessible to everyone. In 2017, Kuvera pioneered commission-free direct plan investing in India. 

(ThePrint ValueAd Initiative content is a paid-for, sponsored article. Journalists of ThePrint are not involved in reporting or writing it.) 

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