Investment Management Philosophy

A disciplined approach by investors with right exposure and proper asset allocation can help in successful long-term wealth creation.

We at NJAMPL have been pioneering the mechanism of “Rules Based Investing” as against “Active Management”.

Rules based investing is a process oriented way of fund management wherein:

  • The selection of the underlying is based on a pre defined set of rules
  • The fund manager bias has been eliminated
  • The rules help the portfolio remain “true to label” at all times
  • The rules based models are able to be credibly back tested for their performance and volatility in various scenarios as there is no human intervention

The rules based funds are gaining traction globally and in India as it becomes tough to beat the benchmark when the information arbitrage becomes low when the market matures.

Exhibit 1: Active funds beaten by benchmarks in the world over

Exhibit 2:

So at NJAMPL we have been following the mechanism of a systematic Rules Based Investment Approach for the various products that are manufactured and offered to clients.

At NJAMPL we also believe that different types of clients have disparate risk appetites and investment horizons, so its important to provide a wide range of products on both Pure Equity and Dynamic Asset Allocation side.


NJ Asset Management Private Limitedhas a strong lineage, as a part of the NJ Group. NJ India Invest Private Limited(NJ), the flagship company of the group, was started in 1994 to cater to the growing needs in the financial services industry. NJ today is one of the leading distributors of investment products and providers of financial services in India.

The NJ group has a very strong understanding and domain expertise in financial investments space and portfolio management services accumulated over two decades of experience in the industry.

NJ is amongst the largest distributors of mutual funds in India and has over Rs. 1,35,110 * of mutual fund assets under management. NJ also has one of the largest network of financial products distributors in India, numbering over 29,265 * engaged in distribution of financial products.

The NJ Group is also spreading its Real Estate business by undertaking projects in engagement with various stakeholders. NJ also provides training and development services under the brand of NJ Gurukul. NJ Gurukul is one of the largest trainers of AMFI - Mutual Funds certification and is also one of the selected Education Providers (EP) of the prestigious Certified Financial Planner (CFP) certification affiliated to FPSB India. NJ Insurance Brokers is a registered Insurance Broker with IRDA and offers insurance solutions to the clients. NJ Group recently also ventured into Information Technology business, offering clients with solutions that leverage upon the Group's strong IT expertise. The NJ group is currently present in over 165+ locations across 19 states in India and has over 1,810+ employees.

The NJ Group prides in being a professionally managed, quality focused and customer centric group. The NJ Group gives critical importance to internal processes and technology for providing convenience and value to clients.

NJ places a lot of importance to research and has an in-house research team dedicated to mutual fund analysis and experience in portfolio management, something that we strongly leverage at NJAMPL. At the heart of the NJ Group is the vision for overall financial well-being of the customer. As part of the NJ Group, we share the same ethos, values and culture and all the initiatives undertaken and services being offered by us are in line with this vision, to which we are committed.

as on 31/12/2022*

Management Team

While at NJAMPL we have been pioneering the practice of "Rules Based Investing", we have also built a credible team that is dedicated to wealth creation of its investors.

It works under strong operational processes and compliance, which ensures minimisation of operational risk while protecting interests of its investors. It follows a disciplined process for managing investments. The Board of Directors and Investment Committee provide overall direction to the investment function.

The Investment Policy is a comprehensive document, which provides a complete set of guidelines for managing the investors' portfolios.

Mr. Neeraj Choksi

NJ Asset Management Private Limited
Educational Qualification : BBA, CFPCM
Work Experience : 25 years

Mr. Neeraj Choksi is the co-founder & promoter of the NJ Group, a diversified business Group, head-quartered in Surat. NJ Group has presence in businesses like Real Estate, Asset Management, Technology, Training and is primarily engaged in financial services industry wherein it has one of the largest networks of financial products distributors in India. As the visionary founder and MD of NJ Asset Management Private Limited, Mr. Neeraj Choksi has been involved in providing guidance to and shaping the future of the asset management business.

Mr. Rajiv Shastri
Director, Chief Executive Officer and Principal Officer

NJ Asset Management Private Limited
Educational Qualification : CA, MSC. Economic Management & Policy
Work Experience : 25 Years+

Mr. Rajiv Shastri is a qualified Chartered Accountant and also holds a master’s degree in Economic Management & Policy from University of Strathclyde, Glasgow. He has over 25 years of experience in roles that encompassed Fixed Income Fund Management. Macro – economic Analysis, Quantitative Investments and Business Strategy. He was part of the start-up team at HDFC Mutual Fund and headed Fixed Income Investments there. Later, he was responsible for business strategy and driving growth at Lotus Mutual Fund. In his last engagement with the MF industry he was ED & CEO of Essel Mutual Fund.He is Professor of Practice at the National institute of Securities Market and a columnist with ETPrime, Money Control and Business Standard.

Corporate Governance

NJ Asset Management Private Limited realises the importance of corporate governance and seeks to implement the best practices for the same. We believe that, as corporate entities, we have some obligations and duties towards all stakeholders; including customers, employees, business partners, authorities and to society at large. In all our initiatives and operations, we aim to strike the right balance between upholding interests of the all stakeholders, especially our customers, minimising business risks and pursuance of growth in business.

Corporate Governance at NJ Asset Management Private Limited is based on the following main principles:

  • Timely and strict compliance to all established rules, regulations and guidelines.
  • Building sound system of risk management and internal control.
  • Timely and balanced disclosure and communication of all material information to all stakeholders.
  • Transparency and accountability in all practices.
  • Focus on process driven, unbiased, collective and controlled investment decision making process.
  • Strong internal audit for all practices to ensure continued improvements and effective implementation of policies.
  • Fair and equitable treatment of all its stakeholders including employees, associates, customers & community

Consumer Grievances:
This Grievance Redressal and Dispute Resolution Mechanism is framed to ensure the best services to the Clients of NJ Asset Management Private Limited (the “Portfolio Manager”) and to comply with the SEBI (Portfolio Managers) Regulations, 2020 as amended from time to time, to enable the Clients of the Portfolio Manager to lodge their complaints / grievances or give their feedback and suggestions to the Portfolio Manager in relation to their dealings with the Portfolio Manager including inquiries, if any, being provided by them and for redressing the same in a time bound manner. The customers may approach NJ Customer Care Help Desk for any queries / clarifications or issues that they may face or may also send email for any queries or grievances.

Email :

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