CDSL IPF Launches ‘Ms. Atmanirbhar Investor’ Campaign to Encourage Women’s Participation in Markets
The initiative, unveiled around International Women’s Day under the flagship ‘AtmanirbHER’ investor awareness programme, aims to promote financial literacy and empower women to take charge of their financial futures through informed investing.
New digital campaign rolled out in 12 languages to promote financial literacy ahead of International Women’s Day
Mumbai: Central Depository Services (India) Limited Investor Protection Fund (CDSL IPF) has launched a new digital awareness campaign titled “Ms. Atmanirbhar Investor” to encourage women to begin their investment journey responsibly in the securities market.
The initiative, unveiled around International Women’s Day under the flagship ‘AtmanirbHER’ investor awareness programme, aims to promote financial literacy and empower women to take charge of their financial futures through informed investing.
According to CDSL IPF, women now account for 25 percent of demat account holders, up from 20 percent last year, indicating a steady rise in women’s participation in the securities market.
Digital films highlight women’s investment journey
As part of the campaign, CDSL IPF has released two digital advertisement films designed to motivate women to overcome hesitation and take their first step toward investing.
The films form part of a multilingual campaign launched in 12 Indian languages, enabling the message to reach women investors across diverse regions of the country.
The first film portrays a group of friends encouraging a hesitant woman to explore investing, addressing common doubts about entering the securities market. The second film celebrates her decision to begin investing, symbolising the confidence and independence that come with financial awareness.
Together, the campaign promotes the message #BanoMsAtmanirbharInvestor, highlighting that informed investing supported by research and planning can help women achieve financial independence.
Encouraging financial self-reliance
Nayana Ovalekar said financial self-sufficiency is one of the strongest forms of empowerment.
“Financial self-sufficiency is one of the most powerful forms of empowerment, and investing is a key step in that journey. Through the ‘AtmanirbHER’ initiative, we aim to encourage more women to take their first step towards investing in the securities market with the right knowledge, planning and confidence,” Ovalekar said.
She added that informed participation in the securities market can help women build long-term financial security and become truly self-reliant investors.
Expanding financial literacy outreach
CDSL IPF said investor education remains a core focus of its activities across the country. The organisation regularly conducts investor awareness programmes in collaboration with regulatory bodies, financial institutions, and academic organisations.
During FY 2025–26, CDSL IPF conducted 3,151 investor awareness programmes across 33 states and union territories, covering 499 districts and reaching over 1.74 lakh participants.
These programmes are conducted in English, Hindi, and several regional languages to ensure wider accessibility for both existing and potential investors.
Through initiatives such as AtmanirbHER, CDSL IPF aims to encourage women from diverse backgrounds to participate responsibly in the securities market and build long-term financial resilience.
Link to watch the ad campaign films:
Film 1 link: https://youtu.be/67W–BXl2H8?si=d741IhvrQ1N0dEv5
Film 2 link: https://youtu.be/OMKH378uv0k?si=p-4nv_EbY9u8gHMz
