SEBI launches ‘Samajh Se Investing Simple’ campaign, rolls out MUST initiative

MUMBAI: The Securities and Exchange Board of India (SEBI) has stepped up its investor education drive with the launch of the ‘Samajh Se Investing Simple’ campaign, a new student-focused financial literacy initiative and its official presence on WhatsApp.

The initiatives were announced on 5 October at Panjab University, Chandigarh, as part of World Investor Week (WIW) 2026, being observed in India from 5 to 11 October.

The 10th edition of WIW, organised annually under the aegis of the International Organization of Securities Commissions (IOSCO), is being held this year around the theme ‘Samajh Se Investing Simple’.

The campaign is part of Project Jagrook, a nationwide investor awareness programme launched by Union Minister for Finance and Corporate Affairs Nirmala Sitharaman. The project uses physical and digital channels, multiple languages and partnerships with securities market institutions to promote financial literacy, informed investing and fraud prevention.

Under ‘Samajh Se Investing Simple’, SEBI and its Securities Market Partners (SMPs) including the National Institute of Securities Markets (NISM), BSE, NSE, MCX, CDSL, NSDL and the Association of Mutual Funds in India (AMFI) are working to make investing easier to understand.

The campaign encourages investors to understand investment products, their features and risks, verify the authenticity of investment platforms and payment requests, and make informed investment decisions.

SEBI has also introduced the ‘Mentoring of University/College Students by Trainers (MUST)’ initiative to strengthen financial literacy among students and improve awareness of the securities market.

Under MUST, nominated faculty members, staff or senior students will be trained and certified by SEBI, SMPs and NISM as Partner Trainers. These trainers will then conduct financial literacy and securities market awareness programmes within universities and colleges.

The initiative will focus on basic financial literacy, responsible investing and preventing financial fraud.

SEBI is also working with the Association of Indian Universities (AIU) to encourage wider adoption of Project Jagrook and MUST across universities and educational institutions.

As part of the student outreach, SEBI has introduced an interactive leaflet that compares investing with a trek. It includes a ‘Spot the Differences’ game designed to encourage good investor habits while highlighting the importance of preparation when navigating the ups and downs of both investing and trekking.

SEBI has also announced its official presence on WhatsApp, giving investors another channel to access awareness material and educational resources.

The regulator said its official WhatsApp Channel can be accessed through 1800 22 7575 and will carry a verified blue tick to help users distinguish the authentic account from potentially fraudulent ones.

The WhatsApp initiative is particularly aimed at expanding SEBI’s digital investor outreach through a platform widely used by consumers across India.

Alongside the new initiatives, SEBI and its securities market partners continue to conduct investor awareness programmes under Project Jagrook in collaboration with state and Union territory governments and the Ministry of Panchayati Raj.

At Panjab University, an investor awareness art exhibition featured paintings covering different aspects of the securities market and investment avenues. Securities market partners also organised stalls with interactive games, quizzes and information on investor rights and protection against financial fraud.

The Chandigarh event also coincided with the inauguration of SEBI’s Chandigarh local office and was attended by senior officials from SEBI, Panjab University, AIU and securities market partners.

Through Project Jagrook, SEBI is seeking to make investor education more accessible across age groups and regions, while placing greater emphasis on informed decision-making and fraud awareness.