Amid tightening regulatory measures, domestic fund houses are apprehensive about a drop in sales figures, as the fund market undergoes fundamental and directional changes.

In the light of the present state of the industry, PricewaterhouseCoopers (PwC), in its report, has highlighted a few aspects which asset management companies needed to focus on to ensure the industry meets its growth objectives.

The report said fund houses should introduce a new range of offerings in the market to attract investments. The new-age investor today looks for returns higher than traditional bank deposits. Fund houses should be encouraged to design products to suit investor requirements of a higher return and with better diversification of risk, said the report.

The report said MFs had to compete with bank deposits and government securities for their share of consumer savings. Thus, in order to make MFs more acceptable to retail investors, the industry should offer comprehensive life cycle financial planning, and not products alone.

PwC suggested that exchange traded funds (ETFs) should be given a boost and brought into increased focus. Gold ETFs serve as a good investment option in times of market volatility. These products prove to be a viable solution for risk-averse investors, without diluting the urge to have the physical assets.

It maintained that budget for investment in technology should be increased to enable fund houses streamline their distribution networks. In order to spread financial literacy among investors, campaigns and education drives should be regularly undertaken.

For cost rationalisation, the report said, Outsourcing could be looked upon as a possible measure to reduce costs, provided the risks emanating from this are better managed.