A factsheet picks its own start date. A ranking picks the metric that flatters. Both are public, both are checkable, and almost nobody checks them the way an auditor would. That is the entire job here.
Most people investing in India today are the first in their family to do it. There is nobody at home who has read a scheme document, so the sources on offer are a factsheet written for analysts, a reel ranking funds on last year's return, and a distributor whose interests are not always spelled out.
None of that is dishonest, exactly. But a factsheet picks its own start date, a ranking picks the metric that flatters, and a number quoted without its method cannot be checked by the person it is aimed at.
So we do the arithmetic ourselves. Every return here is recomputed from the fund's own published NAV history — then placed against its category and against its own record, measured from hundreds of different start dates. See the working →
Most financial content in India is anonymous, and that is usually deliberate. Two co-founders answer, by name, for everything published here: a Chartered Accountant who reads balance sheets for a living, and an engineer who built the system that recomputes every fund.
Nearly a decade of audit and capital-markets work at PwC, across India, the UK and Canada, and an IIM Calcutta major in investment banking. He reads balance sheets for a living, which is roughly what this publication does to a factsheet.
An engineer who started at Infosys and now runs Poplify, a London and India studio that has built more than fifty digital products, including for financial-services firms. He built the machinery here: the pipeline that recomputes every fund from AMFI’s record each night, so the numbers on this site are worked out, not copied.
Nothing is paywalled and nothing is upsold. The page you are on is the whole product.
Every fund, recomputed daily. Trailing and rolling returns, worst fall and recovery, how often the fund has lost money over a holding period, and what the Regular plan costs against Direct — all from AMFI's published NAV history, not a factsheet.
Analysis under a real name. Fund managers, AMFI-registered distributors and analysts writing under their own names, with any commercial interest stated on the piece.
Explainers that answer one question. Not a glossary — each one takes a question a first-time investor actually asks and answers it with figures from real Indian funds.
A daily edition by email, if you want it. One fund, the numbers behind it, one click to leave.
What we do not do: rate funds out of five, tell you what to buy or sell, or publish a price target. An adviser who knows your circumstances can do that. A publication cannot, and the ones that try are usually selling something.
Decoded — show what sits under the headline number, not just the number.
Plain — no jargon without a translation, in the same sentence.
Honest — say when data is missing, when a move is a one-off, and when a fund is too new for a figure to mean anything.
Four ways Indians put money to work through a professional manager. They are regulated differently and disclose differently, so our coverage is deliberately uneven — and we say which is which rather than pretending otherwise.
Every article is free. No paywall, no subscription, no paid tier.