SIMPLICITY INVESTING | SINCE 2011
Every Piece
Has a purpose
Nothing added without a reason
About Us
Simplicity Investing aims to remove the complexity from wealth creation, bringing clarity, discipline and purpose to every portfolio we manage
our origin story
Est. 2011
Simplicity Investing was established in June 2011 with a conviction that financial decisions should be guided by purpose not by noise, complexity, or short-term market sentiment.
Over the years, we have worked through changing market conditions, economic shifts, and periods of uncertainty. Our approach has continued to centre on disciplined thinking, research-led decisions, and a clear understanding of each client’s circumstances.
As the firm has grown, our founding belief has remained constant: wealth deserves thoughtful stewardship.
We look beyond the daily market movements to understand the wider picture.
“
Simplicity boils down to two steps: Identify the essential. Eliminate the rest.
-Leo Babauta
The Power of Less
of investing excellence
15+ Years
in assets under management
₹700+ Crores
who trust us with their wealth
2,600+ Clients
Our team participates actively in the financial lives of our clients, guiding them through every stage of the journey and optimising their cashflows with thoughtful analysis, sound judgement and relentless follow-through. A personalised service built on objectivity, transparency and, above all, SIMPLICITY.
As on Sep 2026
What shapes our work
Research before reaction
We examine the economic, sectoral, and market forces behind an investment decision rather than responding to every short-term movement.
Purpose behind every decision
We seek to understand why a recommendation belongs in a client’s financial strategy and what role it is intended to serve.
Clarity in communication
We explain our thinking, disclose relevant considerations, and help clients understand where their money is invested and why.
OUR INVESTMENT PHILOSOPHY
We believe simplicity leads to clarity, clarity leads to focus, and focus leads to long-term success. Our approach rests on three principles.
Forget the past.
Investing is about future.
Strategic
We invest in what's coming, not what has already happened. We identify the sectors and companies positioned to lead the next disruption, and we back them with conviction for the long term. No speculation, no shortcuts, no chasing the daily ticker. Specialist sector strategies over generic fund baskets, aimed at the industries that power the economy's growth.
Global
Twenty-first century economies are interconnected. Your portfolio should reflect that. Through sectoral and global funds, we give your capital a reach that matches the world it operates in, with research driving every fund and stock we select.
Simple
Too many asset classes and too many investment baskets create inefficiency, not safety. One truly diversified portfolio is easier to understand, easier to manage and easier to stay committed to. We build focused portfolios of low-correlation holdings, where every position has a distinct purpose.
Complexity has nothing to do with intelligence.
Simplicity does.
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How We Build Portfolios
OUR COMMITMENT
We don't just manage your wealth. We want you grow alongside it. With transparency, unbiased advice and deep personalisation, Simplicity is built to be your financial partner through every chapter of your life.
— The Founders, Simplicity Investing
LEADERSHIP
The Minds Behind the Vision
Rashmikumar Shah
CA, CPA · FOUNDER & CEO
Rashmikumar Shah is a veteran investor with four decades of experience across Indian and global markets. During his career, he spent nearly 12 years at Lennox International Inc. in the United States, developing experience in organisational leadership, strategic planning, global macroeconomics, compliance, and corporate governance
At Simplicity Investing, he has guided clients through multiple market cycles and crises. Today he is a trusted advisor to high-net-worth families and multi-generational portfolios, and a hands-on mentor to the next generation of investment professionals. His founder-led vision rests on simplicity, transparency and disciplined investing over speculation.
Steve Attri, MBA
Co-Founder
As Co-Founder and Director of Simplicity Investing, Steve brings a global business perspective and a belief that meaningful solutions begin with understanding people. His approach reflects Simplicity’s philosophy: listen closely, identify what matters and make complexity easier to navigate.
With experience at Johnson Controls, Flowserve and Emerson, Steve brings expertise in strategy, customer insight and international marketing. An MBA graduate of Texas A&M’s Mays Business School, he contributes this perspective to shaping Simplicity’s vision, strengthening its brand and building lasting client relationships.
Executive Leadership
Abha Ban
Director, Organisation Development
Abha Ban holds a foundation in Mathematics and an MBA. She brings nearly two decades of expertise in people management and scaling operations, gained at leading Indian and global organisations including Bajaj, Mahindra and Maersk. She builds transparent, trust-based relationships that put the investor experience first.
Aniket Karlekar
Head of Sales & Business Development
Aniket Karlekar has extensive experience in sales and relationship management with brands such as Lloyds Bank (UK) and Nyaasa KPO. He specialises in turning complex financial data into clear, confident conversations, and in delivering a seamless, relationship-led experience at every touchpoint
Shruti Suman
Director, Organisation Development
Shruti Suman is leading international clients and global business development.With 18 years in financial services, including senior roles at Bajaj Asset Management, she has driven platform innovation, digital growth, and AUM expansion. At Simplicity, she will strengthen international relationships and accelerate global business
BOARD OF DIRECTORS and independent advisors
Our Board of Directors contributes independent experience, oversight, and perspective to the firm’s long-term direction.
Their involvement supports accountability, sound decision-making, and the continued development of the organisation as Simplicity Investing grows.
Guided by Experience. Anchored in Governance.
Prashant Babulal Datta
Director, Laxmi Narayan Chiwda
Ashok Ramachandran
Senior Vice President, Altor Solutions
Sandeep Tendulkar
Founder, Deccan Logic
Your Wealth Deserves Clarity.
than 2600 clients who we have served to build simpler and smarter path to wealth.
Your next step
As on Sep 2026