SIPs and equities hold 80% of digital investors' wealth in India
Synopsis
India's digital investors are accumulating wealth faster than they are diversifying it. With 80% of assets parked in SIPs and equities and two-thirds of investors unwilling to switch platforms even for zero brokerage, the battleground for platforms has shifted from pricing to trust, interface quality, and the ability to nudge investors toward a wider product universe.
Key Takeaways
Nearly 80 per cent of investable digital wealth in India is concentrated in SIPs , direct equities, and lump-sum mutual funds, per a Redseer report dated 23 June .
The average digital investor holds close to ₹10 lakh in their portfolio and adds roughly ₹3 lakh annually.
SIPs account for 37 per cent of holdings; direct equities account for 32 per cent .
Products such as ETFs , global equities, and margin trading facilities have high awareness but low adoption.
Nearly two-thirds of investors would not switch platforms even for zero brokerage , making pricing a hygiene factor rather than a differentiator.
One platform holds close to half of active platform usage despite strong competition.
Nearly 80 per cent of investable digital wealth in India remains concentrated in Systematic Investment Plans (SIPs), direct equities, and lump-sum mutual funds, even as the average digital investor holds close to ₹10 lakh in their portfolio and adds roughly ₹3 lakh annually, according to a report released on Tuesday, 23 June by consulting firm Redseer Strategy Consultants. The findings suggest that while asset accumulation has accelerated, product exploration has not kept pace.
How the Wealth Is Distributed
SIPs account for 37 per cent of total holdings among digital investors, while direct equities make up 32 per cent, together forming the dominant share of portfolios. Lump-sum mutual fund investments account for much of the remaining concentration. Despite strong awareness of instruments such as ETFs, global equities, margin trading facilities, and loans against securities, actual adoption of these products remains limited, the report noted.
Three Investor Profiles Shaping the Market
Redseer identified three distinct investor segments driving digital wealth growth in India. Guided savers treat investing primarily as a long-term savings discipline, relying on structured products like SIPs. Aspiring investors are gradually expanding their participation beyond conventional instruments. Confident builders actively diversify and seek to capitalise on market opportunities across asset classes. Each group presents platforms with a different engagement and monetisation challenge.
What the Industry Must Do Next
'The more interesting challenge for platforms today lies in helping investors navigate a wider investment universe and participate with greater conviction,' said Mrigank Gutgutia, Partner, Redseer Strategy Consultants. The report argues that the next phase of growth will be driven less by acquiring new investors and more by deepening the financial engagement of existing ones. Platforms that can simplify decision-making, surface relevant opportunities at the right moment, and build lasting brand trust are positioned to capture greater Assets Under Management (AUM) share over time.
Platform Loyalty and the Pricing Shift
The report found that one platform commands close to half of active platform usage in India, despite strong awareness of competing services. Notably, nearly two-thirds of digital investors said they would not switch platforms even if offered zero brokerage — a signal that pricing has shifted from a key differentiator to a baseline hygiene factor. Investors now place significantly greater value on intuitive interfaces, execution reliability, consolidated portfolio visibility, and brand trust, with leading platforms outperforming category averages most meaningfully on these dimensions. The report concludes that transforming passive participation into deeper financial engagement will define the next chapter of India's digital investing story.
Point of View
But it is pooling in the same two or three instruments. SIPs and direct equities are not bad choices, but an 80 per cent concentration signals that platforms have succeeded at onboarding without succeeding at education. The finding that two-thirds of investors won't switch even for zero brokerage is the most consequential number in the report — it means the moat is no longer price but habit and interface. Platforms that crack personalised product discovery stand to unlock a far larger AUM opportunity than any brokerage war ever could.
NationPress
23 Jun 2026
Frequently Asked Questions
What share of digital investors' wealth in India is held in SIPs and equities?
According to a Redseer Strategy Consultants report released on 23 June, nearly 80 per cent of investable digital wealth among Indian investors is concentrated in SIPs, direct equities, and lump-sum mutual funds. SIPs alone account for 37 per cent of holdings, while direct equities make up 32 per cent.
How much does the average digital investor in India hold in their portfolio?
The average digital investor in India holds close to ₹10 lakh in their portfolio and adds approximately ₹3 lakh annually, according to the Redseer report. Despite this accumulation, most of the wealth remains in a narrow set of instruments.
Why are products like ETFs and global equities not widely adopted despite high awareness?
The Redseer report notes that while instruments such as ETFs, global equities, margin trading facilities, and loans against securities enjoy considerable awareness, adoption remains limited. The report attributes this to platforms not yet effectively simplifying decision-making or surfacing these products at the right moment for investors.
Would Indian digital investors switch platforms for zero brokerage?
No — nearly two-thirds of digital investors said they would not switch platforms even if offered zero brokerage, according to the report. This indicates that pricing has become a hygiene factor, with investors prioritising intuitive interfaces, execution reliability, and brand trust instead.
Who are the three types of digital investors identified by Redseer?
Redseer identified guided savers, who invest as a long-term savings discipline; aspiring investors, who are gradually broadening their participation; and confident builders, who actively diversify and seek market opportunities. Each segment represents a different growth challenge for investment platforms.
