NJ Asset Management (MF)


NJ Asset Management Private Limited is a part of the NJ Group. NJ India Invest Private Limited (NJ), the flagship company of the group. NJ Mutual Fund received its MF license on 30 April 2021.

NJ represents the initials of its founders – Neeraj Choksi and Jignesh Desai – first generation entrepreneurs who began the journey of NJ in 1994. NJ is one the largest mutual fund distributors (MFD) in India with over Rs.1,23,245Cr* of mutual fund assets under management, and a network of over 26,119 individuals (IFAs) as on 30/4/2022.

NJ Mutual Fund has raised around ₹5,200 crore in the new fund offer (NFO) of its balanced advantage fund (BAF).

Key staff

Rajiv Shastri is the CEO. He has 25 plus years of experience in the mutual fund space. A qualified Chartered Accountant who holds a master’s degree in Economic Management & Policy from University of Strathclyde, Glasgow. He was part of the founding team at HDFC, Lotus, Peerless & Essel Mutual Fund. Mr. Shastri was a Professor of Practice at the National institute of Securities Market and a columnist with ETPrime, Money Control and Business Standard.

Rishi Sharma is the fund manager. He has 15 years of experience in rule-based investing and quantamental techniques. He graduated in commerce from Baroda university and thereafter pursued his PGDBA from IES Management college Mumbai. He has been associated with NJ AMC since 2020. He has worked with IIFL, Monsoon Capital, MAPE Securities & Suyash advisors.

Investment philosophy

It considers fundamental factors such as value and quality of the stock and considers market factors such as momentum and volatility.


NJ Mutual Fund raises ₹5,200 crore in Balanced Advantage Fund NFO, source – Mint

Summary – The NJ mutual fund issued its NFO and raised ₹5,200 crore.The bulk of the collections has come through the NJ’s own mutual fund distribution arm, with around ₹230 crore coming from about 140 non-NJ distributors and registered investment advisers NJ Mutual Fund has a total of about 225,000 investors from more than 600 districts in 35 states and Union territories.

The core of NJ AMC’s offering will be rule-based products, Source – Mint

Ravi Shastri, CEO of the group stressed upon his firm’s belief in the rules based investing methodology and how the Indian market is currently obsessed over active management. They believe that it is going to be as much a success in India as it is in other parts of the world and they will be able to make a mark for themselves because of the vacuum in the Indian market following this methodology.

Analyst questions

Why rules based investing?

Are there plans to launch a new fund in other asset classes in near future?

Prepared by – Revant Sharma, 07/06/2022

Peer reviewed by – 



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