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This research study provides insights into effect of the recent marketing trends and investment behavior of retail mutual fund investors of the India. Purpose of the study is to observe the changes in Asset Under Management, number of folios, contribution done by retail investors in the mutual fund industry and preference towards equity fund among different types of mutual funds. The research study is descriptive type of research, based on secondary data; last ten financial years are considered for the study. The research data is collected from the research reports of Association of Mutual Fund India (AMFI). Average AUM of the industry has been increased by 154 % whereas Avg. AUM of retail investors has been increased by 125 %. Equity funds are popular funds and most preferred type of mutual fund of retail investors because maximum of their investment is in equity funds. The outcome of this research will be helpful to financial marketers, managers, financial consultants, management students and investors, to know more about change in pattern and investor’s behavior about mutual fund investments
Asset Under Management (AUM), Folios, Mutual Fund, Mutual Fund Industry Retail Investors