Our overarching goal is to create a movement around responsible investment: Puneeth Bekal

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In conversation with Adgully, Puneeth Bekal, EVP & CMO, HDFC Securities, speaks about the company’s strategic vision behind renaming the Ghatkopar Metro station, highlighting the unique role this initiative plays in financial education and empowering everyday commuters.

Ghatkopar, with its significant footfall of 3-5 lakh commuters each month and its position as a key interchange between East and West Metro corridors, was chosen as the ideal location to engage with a diverse demographic. From students and gig workers to professionals and executives, the station presents a unique opportunity to promote HDFC Sky’s mission of encouraging people to invest and equitize their savings.

The innovative use of technology and engagement strategies at Ghatkopar Metro station exemplifies HDFC Sky’s commitment to building financial literacy and fostering a disciplined investment culture. Through QR codes, interactive kiosks, LED screens, and monthly webinars with financial experts, the company is bridging the gap between commuters and accessible financial education. By offering a platform that provides research-backed recommendations and personalized investment tools, HDFC Sky aims to make investing more approachable for a wide range of individuals, especially in underserved areas.

Bekal discusses how this initiative aligns with HDFC Sky’s broader vision of making money matter and promoting responsible investment through the platform’s research-driven approach. He also elaborates on the company’s broader growth plans, focusing on expanding its presence and encouraging a nationwide movement that empowers people to take control of their financial journeys.

What strategic vision led HDFC Sky to rename Ghatkopar Metro station? And how does this initiative amplify your mission to make money matter?

Ghatkopar is a unique station in Mumbai, as it is the point where the east and west corridors of the metro meet. It serves as a key transit hub for commuters, with between 3 to 5 lakh passengers using it each month. The demographics of these commuters are diverse, ranging from students and professionals to gig workers and executives.

With this in mind, we have a clear vision that in today’s environment, everyone should begin investing and equitize their savings. While there is a growing trend towards mutual fund investments, we also believe consumers should start incorporating equity into their savings. One of the key steps to starting an investment journey is understanding how and where to invest. This is where HDFC Sky, which is a part of HDFC Securities, comes into play.

We provide a full-fledged research team that offers daily live calls and research recommendations on the HDFC Sky app. If you open the app and click on the research tab, you’ll find stock recommendations for short-term and long-term investments, as well as guidance on intraday trading. Our recommendations cover mutual funds, equities, F&O, commodities, and currencies. For consumers who may be unsure or apprehensive about where to start, we believe HDFC Sky is the perfect place to begin their investment journey.

In Ghatkopar, the station allows us to engage directly with commuters. For instance, we have a mezzanine floor where we host monthly webinars and sessions with experts. Commuters can take a break and learn about market trends and investment strategies. Additionally, we have LED screens across the station where commuters can access educational content about investing. There's also an interactive kiosk where users can input their goals, such as saving for a vacation, building a children's education fund, or securing a home loan. The calculator provides personalized insights into how much they need to save and where to invest.

How do you envision the partnership influencing financial literacy and empowering everyday commuters to take control of their financial journeys?

As I mentioned earlier, our goal is to be an enabler for commuters, guiding them on how to start investing responsibly. In today’s world, there is an overwhelming amount of information, often from unreliable sources. This is where we step in, with our trusted research capabilities. Our app offers daily research recommendations, helping consumers understand where the market is heading and where to allocate their savings—whether it’s in mutual funds, equities, or stocks. Our platform isn’t just about branding; it's about motivating people to equitize their savings and to make money matter. It’s a blend of investment and education.

What role does innovation and technology play in ensuring HDFC Sky becomes a more accessible and impactful platform for financial education through initiatives like this?

At the Ghatkopar Metro station, commuters can easily access our services via QR codes. Scanning any of these codes takes them directly to our app. Our app features around 114 SkyLearn videos, which provide comprehensive knowledge on investment topics. In the coming months, we’ll also launch a masterclass, offering curated modules for commuters to enhance their investment knowledge.

We continue to add new SkyLearn videos regularly, updating them to keep up with market changes and ensure consumers are educated week by week. Technology plays a vital role in making financial education accessible, and our app is a key tool in this initiative.

How does this milestone fit into HDFC Sky's broader plan for community engagement and nationwide brand building?

This is just the beginning of our journey. We aim to be an integral part of every commuter’s life, starting with metro stations like Ghatkopar and expanding to airports and corporate offices in the future. We’re already collaborating with corporates to help their employees equitize their salaries and invest responsibly. Our vision is to empower consumers with the right tools, information, and education, enabling them to make their savings work for their goals.

What significant milestone or development in the BFSI industry has influenced your business strategy?

Technology is a major driving force in engaging with consumers today. It enables users to access platforms seamlessly. Our app is stable, intuitive, and continuously improving to offer new features. We want to build a daily habit among consumers, similar to how people check social media apps like Instagram or Twitter. Our vision is to create a movement where consumers regularly check their app to monitor their wealth, build discipline, and make their money matter.

What target have you set for HDFC Sky in the coming year, and how do you plan to achieve that?

HDFC Sky was launched in September 2023, and within a year, we’ve already surpassed 1 million app downloads. We’re confident that, with positive word-of-mouth, we’ll be in a position to launch a comprehensive media campaign by mid-2025. Our aim is to become one of the top three brokers in India in the coming years.

India is a global leader in adopting UPI for digital payments. How is your organization creating awareness and driving adoption, particularly in local and underserved areas?

Stock investments can be made through UPI on the HDFC Sky app. A significant portion of our customer base comes from tier 2 and tier 3 towns, mostly in the 18-35 age group. Additionally, we leverage HDFC Bank's vast network of over 8,000 branches across India to promote investment in underserved areas. Through CSR activities, we are also reaching out to underprivileged communities, educating them about how they can invest in safer options like mutual funds and NFOs.

How was 2024 for HDFC Sky?

Though HDFC Sky launched in September 2023, we've already crossed 1 million downloads. While we haven’t executed large-scale media campaigns yet, word of mouth about our brand has been positive, and we’re optimistic that this growth will only continue in the coming year.

What are your plans for 2025?

For 2025, we have ambitious plans. We’ve already started a podcast called “Make Money Matter”, where experts share their personal financial journeys and insights. We also plan to expand our partnerships and engage more actively with educational institutions to promote responsible investing among young people. Our overarching goal is to create a movement around responsible investment, with the aim of making money matter for everyone.

Also Read: HDFC Securities aims to harness growth of HNI over next 5-10 years: Puneeth Bekal