Mithun Avinash Jathal: Ensuring Vitamin-M (Money) in Everyone's Life

India’s Mutual Funds investment space, though growing, is still nascent, with ₹70 lakh crore in Assets Under Management and SIP inflows jumping from ₹6,000 crore pre-COVID to over ₹27,000 crore now. However, investor longevity is a pressing concern, especially with younger investors driven by short-term gains. Data shows only 18 percent of SIPs last beyond five years, and merely 3 percent survive a decade, indicating a 97 percent SIP mortality rate.

In the very first meeting, every prospective client is first introduced to this market data, not to discourage them, but to help set the right expectations. When someone enquires about the “Best Mutual Fund or SIP”, Mithun Avinash Jathal first illustrates both the potential and the pitfalls. This data shapes the firm’s vision, which is to build long-lasting client relationships on the foundation of trust, driven by integrity in every action and to lead by innovation.

An Inspiring Journey

Mithun completely dedicates his success to his better half, Niyati, who transitioned from Banking to Financial Distribution in 2004. After their marriage, her integrity and client trust inspired him to formally enter the field, become a Certified Financial Planner and build a career rooted in purpose. Niyati now runs two ventures, one in finance and another in travel. For both Mithun and Niyati, their business has grown from Ahmedabad roots to now having national and international clientele, with 80 percent outside Gujarat and about 100 overseas clients.

From zero SIPs, the firm now manages ₹5 crore+ in monthly SIPs and an overall AUM of ₹800 crore across mutual funds, PMS, AIFs, Sovereign Gold Bonds, Company Deposits, Debentures and more. This success, largely referral-driven, reflects deep client trust. Mithun works year-round, including weekends, driven by passion rather than obligation. For him, this is more than a profession and a lifelong mission to help clients achieve their life goals.

Advisory Excellence

Founded over a decade ago, the firm selectively onboards clients who align with its long-term philosophy of wealth creation through patience, discipline and clarity. It follows a “contrast strategy”, tempering expectations in bull markets and encouraging optimism in downturns. The core approach includes ongoing behavioral guidance via daily education and tailored content, helping clients stay invested for 10+ years. This drives strong engagement, high retention and commitment through market volatility while keeping focus on long-term goals.

Mithun’s team is structured for seamless service, covering operations, customer service, digital marketing and location-based support. As assets grow, the team scales to uphold service quality. Clients access both the principal advisor and relevant team members directly, ensuring prompt responses.

Furthermore, the firm follows a goal-based planning approach, not a product-centric one. Like a doctor  diagnosing before prescribing, investment discussions begin only after understanding a client’s financial health and life goals. Each journey starts with risk profiling to determine investor type, namely aggressive, moderate or conservative, followed by a tailored asset allocation across gold, silver, bonds and equities (large, mid, and small-cap).

Just as we focus on vitamins and nutrients for physical health, “Vitamin M”, meaning money, is essential for a wellrounded, secure life

Mithun Jathal, Mutual Fund Distributor

Financial profiling is likened to a medical checkup, revealing the right asset mix. Clients then define short, medium and long-term goals such as education, weddings or retirement. Using interactive calculators and real-time inflation inputs, clients visualize future costs and required investments. This emotional connection helps them stay disciplined. Detailed plans show monthly investment needs and step-up strategies. Over time, conversations shift from fund selection to goal tracking, reinforcing the firm’s role as a long-term financial partner. “Investing should feel like watching paint dry or grass grow, which is slow, steady and purposeful. If you want to get rich slowly, it’ll take 20 years. If you want to get rich quickly, it will take 30 years”, states Mithun Jathal.

Client-Centric Approach

Client engagement begins with “Dhan Ki Baat”, an educational module focused on wealth protection as Foundation. It redefines EMI as Emergency fund, Medical insurance and Insurance for life. Clients are advised to maintain emergency funds (6–12 month’s expenses) in liquid funds for easy access. Additionally, the firm stresses proper health and term insurance cover before investment.

Only after this protection framework is secured does goal-linked investing begin, ensuring clarity and emotional commitment. Clients are guided to shift from “Income – Expenses = Savings” to “Income – Savings = Expenses”, reinforcing disciplined wealth creation and long-term financial resilience.

In-total, the firm’s philosophy centers on mutual accountability, fostering a trusted advisor-client partnership. Rather than chasing returns, it emphasizes goal protection through patience and consistency. Each client receives a personalized plan aligning investments with life goals, like loan repayment, home purchase or unique aspirations, detailing timelines, fund needs, SIPs, and step-ups.

This transparent approach drives deep engagement with clients actively managing deviations. All plans and risk profiles are documented and shared. Mithun reanchors clients during distractions, ensuring discipline, long-term commitment and a clear focus on achieving personal milestones. “The moment a client calls to say, ‘thank you for helping me become a crorepati’, it gives me an unbelievable high”, states Mithun.

The Path Ahead

Ultimately, the future roadmap is not just built around numbers, but around impact. It’s about how many lives we can transform by making people financially fearless, so they can pursue their dreams without stress, knowing their future is secure. Quantitative goals for the firm include: Doubling SIP book from ₹5CR/ month to ₹10CR/month, Growing AUM from ₹800CR to INR 1,000CR+ and Creating 500+ “crorepati clients” through disciplined investing, not inheritance. Mithun concludes by stating “Money may not be everything, but it’s a vital ingredient to live with dignity, peace of mind, and purpose. Just as we focus on vitamins and nutrients for physical health, “Vitamin M”, meaning money, is essential for a well-rounded, secure life”.

Complete Financial Toolkit Comprehensive Product Suite

● Mutual Funds, PMS (Portfolio Management Services), AIFs (Alternative Investment Funds)

● Sovereign Gold Bonds (SGBs), Non-Convertible Debentures (NCDs), Corporate Deposits

● Aligned to each client’s goals and risk profile

Ethical Insurance Advisory

● Only pure term life insurance (no endowment/ ULIP policies)

● Comprehensive health insurance – Family floater plans with super top-ups

● Strong emphasis on both Wealth Protection along with Wealth Creation