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Axis Mutual Fund’s cookie jar experiment lays bare the truth: people invest in dreams, not health

15-April-2017
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Axis Mutual Fund’s cookie jar experiment lays bare the truth: people invest in dreams, not health

Axis Mutual Fund, one of the leading asset management companies, has launched a unique campaign – The Cookie Jar Experiment, to create awareness among customers to not forget their health as they plan their transition to retirement, one where they get to live out their dreams.

“We all wish to lead a ‘happy’ retired life. It is one thing to say that you want to be positive about the future. If that is true for you, then healthy aging should become a major part of your retirement plans and lifestyle,” says Karan Datta, Chief Business Officer – Axis Mutual Fund.

He said their consumer survey revealed that everyone has big plans for their post-retirement phase. Every person has a grand plan which covers interests one cannot pursue in their working lives; some want to travel, take up a long forgotten hobby, others want to take care of their grandchildren. However, one forgets that these goals and dreams can only come to life if we lead a healthy life. Even the smallest health issue can have an impact on our finances. Hence, one needs to not just plan for the “essentials” bucket which will pay for all the post-retirement dreams, but also save towards healthcare expenses which one may need to incur in the future.

Basis this insight, Axis Mutual Fund came up with an interesting experiment wherein they asked people what they picture themselves doing post retirement, and gave them cookies that symbolised money to be filled in cookie jars which represented the areas where they wanted to invest.

What followed was interesting – while the travel and hobbies jars were filled to the brim, the jar labelled ‘health’ had little in it. This brought out an important fact: People tend to ignore health and related expenses and focus only on their dreams when it comes to retirement planning.

Through this campaign, Axis MF aims to educate its customers to start planning for both their “dreams and health” for a secure and stress-free post retirement life. For this, it recommends adopting a Systematic Investment Plan (SIP) route while planning investments. 

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