From Feet on Street to Fingers on Screen

Nippon India Mutual Fund is driving into newer customer segments by leveraging voice and vernacular as the drivers, reveals the company's Chief Digital Officer Arpanarghya Saha:

Smriti Pandey: Since when are you a Chief Digital Officer?

Arpanarghya Saha: I have had the opportunity to work as the Chief Digital Officer for Nippon India Mutual Fund (NIMF) since 2019. It has been a 100% learning and entrepreneurial journey with transformation and Unit Economics at the Core.

Briefly describe your first major project as CDO?

My first major project as the CDO for the organization was a project by the name of 'Conversational Commerce' that was executed on our Simply Save mobile app.

The Simply Save app promotes one click, impulsive saving habit for investors by offering a superior alternative for managing idle funds vis-à-vis a traditional savings account. Since the masses of this country perceive mutual fund investments to be complex and difficult, the app provides need based, packaged solutions which consumers can invest in and plan for their various life-stage and life-style needs like corpus accumulation, tax saving, child education, retirement, gold-buying, etc.

The new-age Conversational Commerce interface was a pathbreaking innovation that was designed to let investors transact in mutual funds using the most natural, simple, easy and intuitive medium-the human voice.

Developed in partnership with Google, this cutting edge, AI enabled solution, helped customers do mutual fund related financial transactions with the ease and convenience of voice commands. Its biggest USP was its transaction-oriented interface, and thus commerce enabled via conversation/voice.

NIMF was the first organization in the Indian BFSI industry and across APAC to create a digital asset that helped customers transact purchase, withdraw and make a balance enquiry - via voice in Nippon India Mutual Fund through the Simply Save app.