Sundaram Mutual celebrates Silver Jubilee today

February 26, 2021, Mumbai: Sundaram Asset Management Co. Ltd. - the asset manager for the schemes of Sundaram Mutual completes 25 years as a corporate entity today.

The company is a 100% subsidiary of Sundaram Finance, one of the premier and most respected NBFCs in the country with a 67-year history of servicing customers in the areas of commercial vehicle and private car finance as well as retail deposits.

Sundaram Mutual, as the brand is popularly known, has been through multiple avatars in its 25 years interspersed with two Joint Ventures – First as Sundaram Newton till 2002 and then as Sundaram BNP Paribas from 2006 till 2010.

In course of this journey, the brand has built up a solid retail customer base with over 3.5 million customers having invested in its schemes. Today it has a nationwide presence with 88 branches spread across the length and breadth of the countryand a representative office in Dubai. The company has two subsidiaries - Sundaram Asset Management Pte., Singapore serving accredited customers across the globe and Sundaram Alternates which serves the needs of Institutional as well HNI customers through AIFs and Portfolio Management services.

Along with its subsidiaries the Assets Under Management of the group exceed र40,000 crs.

In its latest strategic action, the group reiterated their commitment to the Asset Management business and to striving to provide a full bouquet of wealth creation products to their retail customer base, by announcing the acquisition of Principal Mutual Fund (subject to regulatory approvals). Principal Mutual, as it currently stands, should add about half a million customers and about र7500 crs in assets under management to the Sundaram Mutual stable.

Over the years, Sundaram Mutual has gained industry wide recognition in several areas:

1. Unearthing the India Midcap wealth creation opportunity: Sundaram launched the first branded midcap fund in the industry in Jul 2002 (as of Jan 31^st 2021 it has delivered a CAGR of 23.8% since inception vs the benchmark return of 19.7%; please see the annexure for a complete performance disclosure)


2. Launching Innovative Themes: Sundaram Mutual was first to launch several innovative thematic fund ideas notable among which are a rural themed fund as well as a Services themed fund.


3. Digital Focus: An early mover in the Digitalspace in Marketing establishing Thought Leadership through several well recognized digital properties such as The Wise Cast series of YouTube Webinars, Blogs and Podcasts, E.M.I – a monthly update on the Economy, Markets and Investments, The Question Hour and Dhann Ki Baat. The company’s digital New Product Offering videos have recorded several million views across digital channels. These led to recognition from Google as a Silver YouTube Content Creator Award.The Digital focus has also extended to execution with tie-ups players like Paytm Money, Groww, ET Wealth, Scripbox, IND Wealth leading to more than 25% of new customers being sourced from digital channels every month and over 60% of the business becoming completely paperless.


4. Brand Recognition: The extensive initiative in branding across multiple media over the two decades has rendered Sundaram Mutual among the most recognized brands in the financial services domain as validated by several Industry level recognitions – among which are The Economic Times Best Brand Award (2019), ET Best BFSI Brand (2018, 2019); Best Brand at Tamil Nadu Brand Leadership Awards 2020 of the World Marketing Congress, and Innovative Launch Campaign of the Year 2020 for the Sundaram Bluechip Fund.