Suitability first
Every recommendation is tested against your horizon, liquidity needs and risk appetite before it is tested against returns. Products that do not fit are declined, not repackaged.
Resplendence, safeguarded.
Shri Masun Financial Services is a Registered Partnership Firm started in 2016, distributing Mutual Funds and Alternative Investment Funds to Corporates and Ultra High Net Worth Individuals.
Our story
The name is the mandate
“SHRI” means resplendence, wealth and prosperity in Sanskrit. “MASUN” means safeguarded or well-protected in Sanskrit.
We wish that all our clients flourish with wealth and prosperity by safeguarding their investment surplus — investing it into their suitable asset allocations. That single sentence has shaped every mandate we have taken on since 2016.
In that time we have managed a peak AUM of over ₹1000 Crores and an average AUM of over ₹500 Crores from Mutual Funds and Alternative Investment Funds, working with Corporates and Ultra High Net Worth Individuals who expect institutional rigour and personal accountability in the same relationship.
Meet the partners
2016Registered Partnership Firm
What makes us different
Distribution is the easy part. Judgement is not.
Anyone can sell you a fund. Very few will tell you which part of your surplus should not be in one.
Open architecture
We are associated with 20+ Asset Management Companies and select AIF managers. No captive shelf, and no house view forced on to your portfolio.
Corporate & UHNI focus
Our practice is built for treasury surpluses and family balance sheets — larger ticket sizes, longer horizons, and reporting that stands up to a board or a family office.
20+ years at the desk
Leadership experience across Mutual Fund AMCs, wealth management firms and banks — ICICI Bank, Nippon India, PGIM India, Trust Plutus and more.
Documented and compliant
AMFI registered Mutual Fund Distributor, ARN 117558, EUIN E178093. Every engagement is papered properly, from onboarding through periodic review.
Alternatives that add something
AIFs enter a portfolio only when the strategy brings a genuine value-add — not to fill a product slot.
How we work
A four-step engagement
Deliberately unglamorous. It is the sequence that protects the outcome.
01
Discover
We map your surplus, obligations, existing holdings and time horizon.
02
Allocate
A written asset allocation across equity, debt and alternatives — before any fund is named.
03
Execute
Scheme and AIF selection from an open shelf, with the paperwork handled end to end.
04
Review
Periodic reviews and rebalancing as markets, regulation and your goals move.
Next step
Have a portfolio you would like a second opinion on?
We will look at your current allocation across Mutual Funds and AIFs and tell you plainly what we would change — and what we would leave alone.