I build rules based portfolios for Indian families and write about how I invest. This site shares information. It does not give advice.
In 30 seconds
01Ten years at HDFC Life, rising through many roles to Senior Manager Advisors, and brand ambassador for term and cancer care cover.
02Since 2017, Index Funds Sahi Hai. Over ₹800 crore of family money in index linked mutual funds, at 0.75% all in.
03Nine in ten of our families are still investing after five years. That is the number I care about.
04Half my own money is outside India. India is about 2% of the world's investable market.
05Four hours of reading a day. Everything below came from it.
Story
Two careers. One lesson.
2007 to 2017, HDFC Life
HDFC Life's HR rejected me twice. No experience, weak communication, no personality. An area manager hired me anyway because I promised him a sale on my first day. I delivered it, and that day is still on record there. Mr Deepak Satwalekar, the company's first CEO, signed my certificate.
I was on the floor in 2008 when the market fell by half and colleagues lost their jobs. I learned what a crash does to people who were sold the wrong product at the top, and I worked under a demanding CEO whose discipline I resented then and understand now.
The products were the lesson. Endowment, unit linked and pension plans are built so the company and the agent earn first and the customer last. I rose through many roles to Senior Manager Advisors, and as brand ambassador for term insurance and cancer care cover I steered families to pure protection, never to a savings policy. From any life insurer I hold two things: term insurance and a critical illness rider.
2017 to 2026, Index Funds Sahi Hai
I left HDFC Life in 2017 and joined the firm Lekshmi had founded in 2015 with a team of three and ₹10 crore. In 2019 Alpha on Index was born. We built the first portfolios with ETFs on broking platforms, by hand, for one family at a time.
Then I bought a domain, indexfundssahihai.com, and we set out to build a clean app so a family could do in three minutes what took us a week. It was a struggle. Building a platform is nothing like selling one. My team, my mentor Dr Prashant Bhamare, my life partner Lekshmi, and three people from the evidence based investing world, Mark Hebner of IFA.com, Robin Powell and Vishal Jain of Zerodha Fund House, got me through it.
Looking back, we went from a distribution business to a fintech platform with more than ₹800 crore of family money and a team of 15. The number I watch is persistence. Nine in ten of our families are still investing after five years. Nobody sold them a story, so nobody had a story to abandon.
Rules
Six things I hold to.
Not recommendations. What I apply to my own money. Each one is argued, with evidence, in the ten questions below.
The market price is the best estimate there is.
Rules beat opinions.
Cost compounds in the wrong direction.
Allocation decides more than fund selection.
More funds is not more safety.
Stay invested, especially when it is hard.
Ten questions
What every investor should know.
The questions every investor asks at some point, and the answers I arrived at after a decade of reading and a decade of managing family money.
01Can fund managers pick the winners?+
If they could, their results would show it. They do not. In India, roughly 8 of every 10 large cap normal mutual funds have trailed their own benchmark over ten years, according to the SPIVA India scorecard, and many of the funds from ten years ago no longer exist at all. The market is a very good information machine. Millions of people trade every day and every piece of news is in the price within minutes. Finding a stock the whole market has mispriced is hard for anyone, and the fee for trying is charged whether or not it works.
02Why not just buy last year's winners?+
Because last year's winners rarely stay winners. Of the funds in the top quarter over one five year period, only a small minority are still there in the next. Most drift to the middle, some fall to the bottom. A five year return tells you what a fund did. It tells you almost nothing about what it will do. I stopped reading past returns as a guide the day I read the persistence data for myself.
03Is there a more reliable way to invest?+
Yes. Stop trying to pick the winners and own all of them. An index linked mutual fund holds every company in an index at a fraction of the cost of a normal mutual fund, and it never has a bad year relative to the market because it is the market. The return comes from the growth of the companies themselves. The guessing is what you give up, and it was never earning you anything.
04Can I do better than just matching the index?+
A single broad index fund is a good answer, not the only one. A plain index is weighted by size, so a handful of the largest companies dominate it, and it changes its members on a fixed calendar, so every fund tracking it buys and sells on the same day. What I do differently is combine several index linked funds, each built on a different public rule, into one portfolio with a fixed allocation that is rebalanced on a schedule. That combination is the Alpha on Index portfolio, and it is the only thing I build.
05What does the evidence say about earning more?+
Academic finance has spent fifty years asking which characteristics of a stock are linked to higher returns over long periods. A few have survived every test, in every market, including India. They are published, peer reviewed and well known to every large investor in the world. The lesson I take is not any single rule. It is that a rule applied consistently across hundreds of companies beats an opinion applied to a dozen. That is the whole difference between investing and betting.
06Why invest outside India?+
Because India is only about 2% of the world's investable stock market (free-float value). The other 96% of the world's best businesses, the companies that make the chips, the drugs, the software and the brands we use every day, are listed somewhere else. An investor who holds only India has decided, without ever deciding, to own none of them.
This is called home bias and every country has it. It feels safe because it is familiar. It is not safe. An Indian family already has its house, its job, its business and its pension in one country and one currency. Adding the savings to the same pile is concentration with a familiar face. And the government gives you nothing for it: no tax break, no bonus, no guarantee for staying all in India. The Liberalised Remittance Scheme leaves the door open every year. Most people never walk through it. Half of my own money is outside India for exactly this reason.
Ranked annual returns of 22 developed markets, 2006 to 2025, in US dollars. Source: MSCI country indices as compiled by Dimensional Fund Advisors. Past performance is no guarantee of future results.07What about the tips and the news?+
Most of what reaches you about markets is entertainment dressed as information. A tip from a friend, a channel that is sure about next week, a forward with a target price. None of it comes with a track record, and none of it will be there when the position goes wrong. My rule is simple. If a piece of news changes nothing about my allocation, I do not act on it. Almost nothing does.
08What do I do when the market falls?+
Nothing. The urge is to sell now and buy back when things look calmer. Nobody does this reliably, and the cost of being out of the market for its few best days is severe, because those days arrive in the middle of the worst periods, when the person who sold is still waiting for calm. Falls are the price of equity returns. The families who kept their monthly investments running through 2020 are the ones who are glad today.
09When is the right time to invest?+
Today. Equity is priced every morning to deliver a positive expected return, otherwise nobody would hold it. That is as true at an all time high as after a 10% fall. A century of US data shows money invested at a record high has earned about the same over the next three years as money invested after a sharp drop. Waiting for the right moment is a way of never starting. The families who have done best with me set a monthly amount, named the goal, and let the calendar do the work.
10What should help look like?+
Most investors do not need someone to pick funds for them. They need someone to stop them doing the five things that destroy returns: chasing last year's winner, selling in a fall, paying for products that do not justify their cost, holding many funds that move as one, and keeping everything in one country. Good help is a written plan with a name on it, a portfolio in your own name where every change is your decision, a cost you can see in one number, and a person who will tell you, in a bad month, to do nothing.
How I live
Same rules. Applied daily.
The portfolio and the body run on the same idea: a few rules, kept every day, no shortcuts.
ReadingFour hours a day. Papers from 1891 to 1990, books, and the people who have thought longer about markets than I have.
TrainingEvery day, the same way. Six feet, forty years old, and training is not negotiable. Discipline is not a mood.
MoneyOne portfolio, half in India and half outside it, rebalanced on a schedule. I own exactly what my families own.
NoiseNo tips, no targets, no daily checking. If it does not change the allocation, it does not get my attention.
Reading
Books finished, papers behind them.
Everything here I have read cover to cover.
The Little Book of Common Sense InvestingJohn C. Bogle
Winning the Loser's GameCharles D. Ellis
A Random Walk Down Wall StreetBurton G. Malkiel
The Four Pillars of InvestingWilliam J. Bernstein
The Psychology of MoneyMorgan Housel
Show all 25 books and the papers
TrillionsRobin Wigglesworth
The Intelligent Asset AllocatorWilliam J. Bernstein
Money
How Not to InvestBarry Ritholtz
The Wealth LadderNick Maggiulli
Just Keep BuyingNick Maggiulli
Invest Your Way to Financial FreedomBen Carlson and Robin Powell
Poor Charlie's AlmanackCharles T. Munger
The Almanack of Naval RavikantEric Jorgenson
The 5 Types of WealthSahil Bloom
All About Index FundsRichard A. Ferri
Risk-Return Analysis, Volume 3Harry M. Markowitz
The Fama Portfolio: Selected Papers of Eugene F. Famaedited by John H. Cochrane and Tobias J. Moskowitz
The Intelligent Investor, Third EditionBenjamin Graham, with Jason Zweig
The Bogleheads' Guide to InvestingTaylor Larimore, Mel Lindauer and Michael LeBoeuf
Against the Gods: The Remarkable Story of RiskPeter L. Bernstein
Index Funds: The 12-Step Recovery Program for Active InvestorsMark T. Hebner
Stay Calm: Learn to Embrace Uncertainty in Investing and Life
Barking Up the Wrong TreeEric Barker
Atomic HabitsJames Clear
Papers
The Theory of SpeculationLouis Bachelier, 1900
Portfolio SelectionHarry Markowitz, 1952
Capital Asset PricesWilliam Sharpe, 1964
Efficient Capital MarketsEugene Fama, 1970
The Loser's GameCharles Ellis, 1975
Returns to Buying Winners and Selling LosersJegadeesh and Titman, 1993
Work
One job. Help families keep more of what they earn.
Index Funds Sahi Hai. A low cost platform. Build your portfolio in three minutes.