The Indian Knowledge System (IKS) emphasizes the principles of Artha (wealth creation), Yukti (logical decision-making), and Sanyama (discipline) in financial practices. In the contemporary financial ecosystem, mutual funds represent a structured and diversified investment mechanism that aligns with these traditional principles. This study explores the level of Nivesha Jagruti (investment awareness) towards mutual funds among investors in Guntur city, a rapidly developing semi-urban region of Andhra Pradesh. Despite the significant expansion of the mutual fund industry in India, awareness and participation in smaller cities remain uneven due to factors such as limited financial literacy, risk aversion, and preference for traditional investment avenues like gold and fixed deposits. The study integrates behavioral finance theories with IKS concepts to understand investor perception and decision-making patterns. The research adopts a descriptive methodology using primary and secondary data to assess awareness levels, preferences, and influencing factors. The findings reveal moderate awareness but low participation due to lack of knowledge and trust. The study concludes that enhancing financial education through an IKS-based approach can bridge the gap between savings and investments, promoting sustainable wealth creation and economic development.
Chaitanya et al. (Thu,) studied this question.