"We hope to raise the awareness among the large pool of retail customers on the need to have a trusted financial advisor and increase equity ownership as part of household financial savings with this launch," Director of Axis Securities, Nilesh Shah told reporters here.
As per the broking firm, equity ownership constitutes only under six per cent of the domestic household's financial wealth excluding against 45 per cent in United States.
"Every sphere of occupation- be it salaried, businessman, professional or an agriculturist, has witnessed growth in personal savings, yet dominant part of these savings is locked in fixed deposits, life insurance, gold and real estate," Shah said.
Axis Direct Investment Kit will help in investment in various instruments like equities, mutual fund, IPOs, bonds, NCDs, ETFs and SIPs through on line route,he added.
"This will help us reaching to more retail investors," Shah said.