Wealth Company MF Launches India’s First NFO on ONDC

In a landmark move for India’s mutual fund industry, The Wealth Company Mutual Fund — led by Madhu Lunawat — has become the first Asset Management Company (AMC) in India to launch a New Fund Offer (NFO) through the Open Network for Digital Commerce (ONDC). The launch, in partnership with Cybrilla Technologies, marks a major step toward democratizing access to investment products across the country.

What This Means for Investors

From September 24 onwards, investors across Bharat—especially in Tier 2 and Tier 3 cities—will be able to access The Wealth Company’s NFOs via ONDC’s open-digital infrastructure, envisioned to streamline mutual fund distribution in areas where traditional channels are limited.

Madhu Lunawat, Founder, MD & CEO of The Wealth Company MF, called the news a “breakthrough moment.” She noted that this integration with ONDC strengthens the company’s goal of financial inclusion and access to investment capabilities for investors who had previously been underserved.

ONDC’s Role In This Context

ONDC is a government-backed network originally designed to democratize digital commerce in open, interoperable, and inclusive ways. It is now in the process of expanding into financial services and the distribution of investment products.

Keep in mind that in August 2025 alone, ONDC had settled over 2,800 mutual fund transactions worth approximately ₹1.1 crores, and had more than 15 distributors on the network. These support and substantiate early traction and apparent demand for better access to investment options in a digital format.

Why It Matters

1. Financial Inclusion: The Wealth Company Mutual Fund is using ONDC to reduce barriers for individuals in smaller towns and cities, where awareness, infrastructure, or traditional advisor networks may be lower.
2. Evolution of Digital Distribution: The wealth could create the opportunity for more AMC to move towards open networks for funding. 
3. Empowerment of New Fund Houses: The wealth company recently noted that it was only granted SEBI approval to operate a mutual fund house in July 2025.

Challenges and the Way Ahead

Of course, there are challenges to scaling. Digital literacy, awareness, and trust remain prohibitive in underserved areas. ONDC needs to continue to improve its infrastructure, encourage distributor involvement, and enhance the user experience. The regulators and the AMCs also need to ensure that disclosure, transparency, and accountability keep pace with the innovation.

However, this effort by Madhu Lunawat and The Wealth Company is an ideal representation of how the mutual fund industry in India can shape itself as more inclusive, digital, and accessible. If successful, it could allow for additional similar efforts and completely change the script of how investment reaches every sector of the country.