Interview with Gaurav Suri, EVP & Head Marketing / Training at UTI Asset Management


PW: As a marketer what would you say are your current priorities?

GS: Today UTI boasts of by far the largest investor base amongst AMC’s. With recent pressures

on margins and cost of acquisition having gone up a clear priority area is leveraging this customer

base to cross sell/ up sell. For this better customer data management and analytics (on going and

predictive) would be an area of investment. Leveraging Social media for customer engagement

and harnessing the power of digital for reducing cost of keeping in touch are areas of focus for us.

Further we are trying to attempt behavior migration / inculcate customer self service attitude and

promote use of e commerce.

We have also started using De Dupe to arrive at strength of our relationships and unique

customer holdings, ascertain family holdings and then try to build a customer life time value



PW: At UTI Asset Management, how has technology played a role in customer acquisition or


GS: Service is part of our fundamental product offering in mutual funds. As a result, technology

has helped us tremendously to reassure our customers and keep in touch more frequently. It has

also helped in reducing the fear related to managing one’s own money or taking decisions related

to investments. For acquisition analytics to figure out propensity to buy, using integrated digital

marketing to get a sharper sales funnel and using SEM has helped at our firm.


PW: How has technology played a role in new product development, market expansion or other areas?

GS: There is a small yet growing community of DIY ( do it yourself) customers who have started

transacting on- line , a lot of them are first time transactors and in their first jobs. Thus, helping us

acquire younger customers. Technology has helped create additional distribution infrastructure,

wherein we were the first ones to enable the NSE stock exchange platform for buying mutual



PW: Do you have a separate budget for the IT component of marketing? And how aligned are the marketing and IT functions in the organization?

GS: While the digital activity which relies on technology infrastructure is part of the marketing

budget.( E mailing engine, Mobile platform, E commerce). The marketing team sits very

closely with IT to budget for additional investment into hardware or software required to enable

organizational goals.



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