When we ideated ithought, we clearly intended to offer a managed portfolio product. We spent time understanding what we could do differently. We mapped our strengths and market opportunity. We strongly felt that our PMS should be carefully curated, delivery driven, and centred on investment excellence. Our strengths were clear. We are backed by years of research, a performance-driven advisory track record, and a unique investing experience. We work with a smaller subset of investors and focus on quality engagement. We understood that meeting investor expectations and meeting one’s own expectations never happens seamlessly. We felt strongly about the need to choose focus areas clearly. Our PMS will offer thematic investing opportunities and innovate in product design. We believe that our model will be significantly differentiated from products on offer. Our PMS is designed mainly for high net worth investors with an expectation of reasonable long-term returns generated through moderate risk taking and consistent investment strategy. Our approach could see periods of underperformance and outperformance against the benchmark. This is inevitable as we are mostly going to be investing away from the benchmarks. It is our belief that bottom-up investing can still deliver outlier returns without racing indices and benchmarks. Our PMS is for the investor who does not want to keep checking his portfolio and prefers a good night’s sleep, over anything else. We plan to be working with a smaller subset of investors and focus on quality engagement. We believe our work will be differentiated from the market and deliver strong long-term returns with the invaluable alpha of peace of mind thrown in.