Changing Investment Habits Among Women Take the Spotlight in Edelweiss Mutual Fund Campaign

Radhika Gupta, Managing Director and Chief Executive Officer of Edelweiss Mutual Fund, highlights how women across India are starting earlier with SIPs and building disciplined long term investing habits.

Mumbai, March 6, 2026: Edelweiss Mutual Fund has launched a digital campaign for International Women’s Day that focuses on the evolving financial behaviour of women investors in India. The initiative highlights how women are increasingly starting their investment journeys earlier, investing consistently and building disciplined long term financial habits.
The campaign film presents women as a significant force shaping India’s financial ecosystem. Across mutual funds, equity markets, insurance and banking, women are increasingly participating in financial decision making and long term wealth creation.

Radhika Gupta, Managing Director and Chief Executive Officer of Edelweiss Mutual Fund, said, “For a long time conversations around women and finance have focused on what is missing such as participation, access or confidence gaps. What we are seeing today is a powerful shift. Women are investing earlier, building disciplined habits and taking charge of their financial future. This campaign recognises that momentum and encourages more women to be part of it.”
The campaign adopts a positive perspective by recognising the progress already made by women in financial participation rather than focusing only on the gaps that remain. By highlighting the increasing role of women in investing and financial decision making, the initiative aims to reinforce confidence and encourage sustained participation in the financial ecosystem.

Led by Radhika Gupta, the campaign film builds toward a central message that the fastest growing force in finance today is not a product or company but women themselves. Across the country women are opening investment accounts, starting systematic investment plans and participating in capital markets to build long term wealth.
The film concludes with the message, “The fastest growing thing in finance today is women. Are you in?”
The campaign has been rolled out across digital platforms including YouTube, Instagram and LinkedIn to encourage more women to take their first step towards investing and financial independence.
The campaign was conceptualised by the creative agency All In, with Sonal Batra serving as Creative Director.

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