Brands
CDSL IPF launches campaign to encourage women to start investing
‘Ms Atmanirbhar Investor’ initiative aims to boost women’s participation in markets
MUMBAI: With more women stepping into the world of investing, the Central Depository Services (India) Limited investor protection fund is trying to turn curiosity into confidence.
The CDSL IPF has launched a new digital campaign titled ‘Ms Atmanirbhar Investor’ around International Women’s Day, encouraging women to begin their investment journey in the securities market in a responsible and informed manner. The initiative forms part of its flagship investor awareness programme, ‘AtmanirbHER’, which focuses on improving financial literacy among women.
The campaign arrives at a time when women are steadily claiming a larger share of India’s investing landscape. According to CDSL IPF, women now account for about 25 per cent of demat account holders, up from 20 per cent last year. The rise reflects a growing shift towards financial inclusion and greater awareness about personal finance.
To carry the message across the country, the campaign features two digital films released as part of a multilingual rollout in 12 Indian languages. The idea is simple and relatable. In the first film, a group of friends encourages a hesitant woman to overcome her doubts and take her first step into investing. The second film picks up the story after she makes that decision, celebrating the confidence and freedom that comes with taking charge of one’s financial future.
Together, the films promote the message #BanoMsAtmanirbharInvestor, reinforcing the idea that thoughtful, well researched investing can help women build financial independence and pursue their goals.
Central Depository Services (India) Limited chief regulatory officer and CDSL IPF trustee Nayana Ovalekar said financial self-sufficiency is one of the most powerful forms of empowerment and investing plays a crucial role in that journey. She added that the AtmanirbHER initiative aims to encourage more women to take their first step into the securities market with the right knowledge, planning and confidence.
Through campaigns like this, CDSL IPF continues to focus on expanding investor awareness and financial literacy among diverse audiences. The AtmanirbHER initiative in particular seeks to motivate women from different backgrounds to participate responsibly in the securities market and build long-term financial security.
