The most important message, promoting MFs , centered around convincing investors how they must invest in the stock market, but only through the Mutual Funds. An individual investor, has neither time, nor expertise to understand the complexities and volatility of the financial markets. So, she must invest in one or a few investment schemes of different MFs. A message is sought to be conveyed that the retail investors can rest assured, even though no assured returns are given, about their money being professionally managed. All that they need to do is to check the Net Asset Value (NAV) of their units (investment is broken into units) and rest is left to Investment Officers of the individual MFs. Yet another broad theme is, investors must always look for long-term gains and each individual has different investment goals and therefore needs a different scheme. Fair enough, but by no stretch of imagination, an individual investor can choose among 1967 schemes currently under operation, as per the AMFI data. First, people like us commoners, require an expert in the form of a MF who would navigate our financial interests; and now we need another master expert on top who should guide us through this maze of 2000 odd MF schemes.