Small-town India is getting serious about investing
Investors from smaller cities like Indore, Kochi, and Nashik are moving beyond gold and real estate—they're now choosing professional portfolio management services (PMS), which used to be a metro-only thing.
This shift is fueled by growing financial awareness since the pandemic, and it's changing how wealth gets managed outside big cities.
Non-metro investors are making waves in PMS
The share of non-metro clients in PMS has jumped—from just 10-12% at ICICI Prudential over the past three years to 30%.
Nationwide, PMS clients have shot up from 1.3 lakh to 2.2 lakh, with assets under management rising to ₹8.54 trillion in three years through October.
What's behind the trend?
A lot of these new investors are business owners who want to formalize their wealth and get into equities—often starting with at least ₹50 lakh.
Plus, more PMS distributors are popping up in tier-2 and tier-3 cities, making it easier for people outside metros to access customized investment strategies and professional risk management.
This boom means India's financial markets are reaching deeper than ever—even if you're not living in a big city, sophisticated investing is now on the table.