01478nam a22001217a 4500008004100000100001800041245005000059260003700109300004100146520106200187650007001249773003701319230303b           ||||| |||| 00| 0 eng d  aPandey, Aditi  aMutual funds in India: Innovations and growth  aThe Indian Journal of Economics   a101(403 pt. 4), Apr, 2021: p.671-693  aInvestment and savings are the key variables for the growth of an economy. Investments are channelizing by accumulating the savings. Lewis, Kaldor, Schempeter etc. economists were advocated the role of investment is vital for the profit generation that lead to reinvestment of the funds. It is important for the economy to increase its investments. Present paper provides the analytical view to explore the reasons of growth in Mutual Fund Industry in India. SIP and advertisements are the major reasons discuss by the researcher. To explain the facts secondary data is used from AMFI, SEBI, RBI etc. Researcher has used the AIDA model to show the impact of advertisement on the growth of Mutual Fund Industry. It further discusses how Mutual Fund advertisements play role from attention to action. Sample of 90 respondents is taken and data is collected through questionnaire method. It is important for an investor to analyse various macro economic variables of the economy and ensure that the investment profile must be inflation beating. – Reproduced   aMutual funds, Innovation, Attention, Action, Advertisements, SIP.  aThe Indian Journal of Economics