Direct equity is ownership, not trading. A short list of good businesses, bought at sensible prices, held long enough for compounding to do what only it can.
20 years at 12% — no additional investment, no activity, no timing. Just ownership, left alone.
Rule of 72doubles every 6 years at 12%
Done like an owner
Three rules we don't break.
Research before rupee
Balance sheets, promoter quality, cash flows — a business enters your portfolio the way it would enter a partnership: examined.
Few, good, understood
15–25 businesses you can explain in a sentence each. Concentration limits protect you from any one of them — and from us.
Hold through noise
Elections, budgets, corrections — the ownership premium is paid to those who stay. We manage the urge to act, not just the portfolio.
Is direct equity for you? It suits investors with a 7+ year horizon and the temperament for swings. For most goals, equity mutual funds do the same job with less concentration — we'll tell you honestly which fits.
Wealth multiple calculator
What does patience pay?
One investment, left alone. Move the sliders and watch the multiple.
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Value over time
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Darker bars mark each doubling. Illustration only — equity returns vary year to year and are not guaranteed.
Own something worth holding.
Bring your current holdings — we'll review them honestly, including the ones to sell.