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Nilanjan Dey

DWS intends to build its operations in India on two basic props - newer products and better distribution.

Kolkata , May 2

DWS, the refurbished face of Deutsche Mutual Fund, will aim at creating newer delivery channels in India even while it plans to use technology that it has tested elsewhere in the world.

Billed as part of a global initiative, DWS will be positioned as the retail mutual fund brand of Deutsche Bank and will be taken forward in the domestic market by means of a special thrust on distribution, said Mr Ed Peter, Head of Asia-Pacific and West Asia, Deutsche Asset Management (DeAM).

The idea is to facilitate greater recall of the new brand, in line with the international move. "DWS is quite a household name in Germany. We hope to replicate its impact in Asian markets as well," he added.

DWS intends to build its operations in India on two basic props - newer products and better distribution. It has hinted at introduction of funds that will cater more efficiently to investors, including retail investors who are set to assume a greater role in the domestic scenario.

Incidentally DWS, which markets its products across Europe under the DWS Investments brand, emphasises on active management of a range of funds.

"DWS will leverage technology in a way that complements its strategy," Mr Peter, who is also a member of DeAM's Global Operating Committee, said when asked about the kind of competition it would be faced with in the days ahead. The reference was to the increasing competition among asset management companies in terms of marketing of products.

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