ICICI Direct: Live The 'AND' Life

*This is in partnership with NDTV Profit BrandStudio

In a world where financial choices dictate the course of one's life, ICICI Direct has emerged as a beacon of empowerment, encouraging investors to embrace the 'AND' life.

The essence of this transformative philosophy lies in living life to the fullest without compromising on desires, a departure from the traditional 'OR' life mindset.

Meet Ananya

Unlike the previous generation that lived the 'OR' life, choosing between desires of today and securing a better tomorrow, Ananya personifies the spirit of dual fulfilment.

For her parents, travel was a deferred dream—a luxury reserved for retirement. Ananya, however, explores the world freely, unburdened by the constraints of financial responsibilities. From exploring the enchanting landscapes of Ladakh to embracing the cultural richness of Japan and the vibrancy of Italy, Ananya exemplifies a shift from local to global destinations, breaking stereotypes with each journey.

Ananya deftly manages the delicate balance, ensuring that fulfilling her parents’ dreams and securing her financial future can coexist harmoniously.

New India is driven by the desire to maximise every opportunity, ushering in an era of the 'AND' life. Ananya, representative of this dynamic generation, embraces the sharing economy, delaying ownership but gaining access to a myriad of experiences.

With ICICI Direct as her financial partner, Ananya confidently navigates this landscape, making informed investment decisions that align with her lifestyle. Her life is not just about making choices but finding a balance. 

To translate the AND life philosophy into tangible financial success, ICICI Direct offers a diverse range of financial products and tools to empower users to craft multiple portfolios aligned with their unique goals.

• Mutual Funds AND Stocks: To achieve diversification and growth by blending mutual funds and stocks in your portfolio.

• Fixed Deposits AND Bonds: To diversify your portfolio and protect against market risk, establish stability and plan for the future with reliable fixed-income instruments.

• Research Recommendations: To make informed decisions with expert insights and analysis.

• Readymade MF AND Stock Baskets: To simplify your investment journey with curated baskets tailored to specific themes or strategies handpicked by our award-winning research team.

In essence, ICICI Direct empowers Ananya, and over 1 Crore other customers, to break free from the constraints of the 'OR' life, offering a path where present joys and future security co-exist. As the world shifts towards a mindset of growth and simultaneous fulfilment, ICICI Direct stands as a trusted companion, guiding investors on their journey to live the 'AND' life—a life without compromises, where dreams are pursued without hesitation, and financial freedom is a reality.

So what are you waiting for, take your first steps in direction of fulfilment AND financial freedom, just like Ananya!