The first time 26-year-old Mayuri Kayande invested in mutual funds was in 2016. The software engineer with Accenture did so to save taxes. “I was putting money into PPF to save taxes before I figured out about equity-linked savings schemes (ELSS), in which investments qualify for tax savings under Section 80C,” she says confidently. Kayande is among the scores of Indians who have taken a liking to mutual funds in recent years due to extensive communication spread by the mutual fund industry on the benefits of investing in them. A well-regulated product, rising markets, coupled with reducing interest in physical assets are some of the reasons for the surge in new investors joining the mutual fund bandwagon.