HDFC Mutual Fund Brings #BarniSeAzadi to Magh Mela 2026: Empowering Women Through Financial Literacy
Prayagraj, January 30, 2026 – At the vibrant Magh Mela 2026, HDFC Mutual Fund is turning tradition into transformation with its women-focused investor awareness campaign, #BarniSeAzadi. Running from January 12 to February 15, the initiative seeks to inspire women to move beyond age-old savings practices and embrace disciplined, long-term investing.
From Barni to SIPs: A Cultural Shift
In many Indian households, savings are often tucked away in jars or containers—commonly called barni. While symbolic of security, such idle savings lose value over time. HDFC Mutual Fund’s campaign encourages women to take the next step: channeling their savings into Systematic Investment Plans (SIPs), which offer the benefits of discipline, compounding, and long-term wealth creation.
Engaging Communities at the Mela
To connect with the diverse audience at Magh Mela, the campaign uses culturally familiar formats:
- Giant Barni installation – a striking reminder of traditional savings habits.
- Nukkad nataks – street plays that simplify financial concepts through storytelling.
- AI-enabled photo booth – blending technology with engagement.
- Diya floating activity on Maghi Purnima – symbolizing hope and new beginnings.
These activities are designed to spark conversations and make financial literacy approachable for everyday people.
Leadership Perspective
Navneet Munot, MD & CEO of HDFC Asset Management Company Ltd., emphasized the importance of awareness and inclusion:
“True financial freedom begins with awareness and small, disciplined steps. Women have traditionally been the custodians of household savings, and through our BarniSeAzadi initiative, we are encouraging a shift from idle savings to purposeful investing. By taking investor education to community platforms like the Magh Mela, we hope to meet people where they are, using familiar symbols and simple ideas to convey the power of long-term, goal-based investing.”
Why SIPs Matter
HDFC Mutual Fund highlights the advantages of SIPs for women and families alike:
- Freedom from market timing
- Well-suited for long-term wealth accumulation
- Encourages disciplined wealth creation
A Step Toward Financial Inclusion
By bringing investor education to one of India’s largest community gatherings, HDFC Mutual Fund is reinforcing its commitment to financial inclusion. The campaign bridges tradition and modernity, empowering women to take charge of their financial futures.
For more details, visit: Barni Se Azadi – HDFC Mutual Fund
