How Do the Affluent Indians Save and Invest to Be Rich, Wealthy, and Wise? Learn the Top 11 Habits to Meet the Financial Goals

Introduction: When Having Money Isn’t Enough

As a CERTIFIED FINANCIAL PLANNER® and mentor to some of India’s top professionals and business families, I’ve often encountered a paradox: the more wealth people accumulate, the more financially vulnerable they sometimes become.

A recent survey conducted by Marcellus Investment Managers and Dun & Bradstreet on affluent Indian households (with wealth over ₹10 crore and income above ₹20 lakh/year) revealed that wealth doesn’t automatically translate into financial freedom.

In this article, I break down the findings and show you 11 habits of affluent Indians—what they’re doing right, where they’re going wrong, and how you too can adopt these practices to create true wealth, wisdom, and long-term success.

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Habit 1: They Save More—But Often Without a System

The survey revealed that 63% of HNIs save over 30% of their post-tax income. That’s a great start—but I’ve seen many do this without a clear system or plan.

A real estate developer I coached used to stash away large chunks of income in FDs, savings accounts, and gold. But when we mapped this to his retirement, education, and legacy goals, it was clear—he was saving blind, not strategically.

Lesson: Saving is important. But goal-based saving is powerful.

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Habit 2: They Still Prefer Real Estate—Sometimes Too Much

One of the most consistent patterns? HNIs love real estate. The survey showed:

• 48% allocate over 30% to property

• Half of HNIs hold 20%+ of wealth in real estate (excluding their home)

The problem? Real estate is:

• Illiquid

• Cyclical

• Tax-heavy

One of my clients had six apartments across Delhi and Mumbai but couldn’t fund his child’s education abroad on time because all his money was locked up.

Wealth must move—not just sit in concrete.

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Habit 3: They Underinvest in Equities

Only 17% of HNIs allocate over 30% of their assets to equity. And 30% say they’re not comfortable investing in stocks.

This despite the fact that:

• They can afford risk

• They need long-term compounding

• They have access to the best advisors

One entrepreneur told me, “Equity is like gambling.” After a deep session, we shifted just 20% of his capital into blue-chip mutual funds. Five years later, that portion is outperforming everything else in his portfolio.

The equity fear is real—but it’s expensive.

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Habit 4: They’re Aware of Their Retirement Corpus—but Don’t Act Accordingly

Interestingly, 76% of HNIs know how much they’ll need for retirement. Yet their actual diversification and planning fall short.

Also read: How to Attract More Money and Achieve Financial Freedom with a Powerful Mindset

I remember a senior executive in Pune who wanted to retire at 52 with ₹6 crores. His portfolio was 70% in real estate and 20% in fixed deposits. We had to completely realign his assets to create flexibility, passive income, and inflation protection.

Awareness without execution is like a map without a journey.

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Habit 5: Many Still Lack an Emergency Fund

Yes, even the rich sometimes live dangerously. The survey said:

• 14% of HNIs have no emergency fund at all

One business owner I work with had to sell shares at a 25% loss during COVID because he had zero liquidity when his supply chain collapsed.

Cash is boring. But it’s your financial oxygen.

Emergency funds are not optional. Even for the rich.

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Habit 6: They Borrow More Than You’d Expect

About 40% of HNIs surveyed have at least one open loan.

From lifestyle loans and business borrowing to top-up home loans, many affluent Indians are over-leveraged—either because of convenience or poor planning.

While smart debt (like low-interest, tax-deductible loans) can accelerate growth, many carry high-interest liabilities while sitting on underperforming assets.

Wealth with debt stress = financial friction.

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Habit 7: They Seek Advice—But Are Often Unhappy With It

Surprisingly, 87% of HNIs depend on outside advice—yet two-thirds are dissatisfied.

They rely on:

• Wealth managers

• CA firms

• Stockbrokers

• Friends or family

But few have:

• A comprehensive financial plan

• Periodic reviews

• Actionable dashboards

The result? Disconnected decisions. I’ve seen portfolios with 17 mutual funds, 6 insurance policies, and no real structure.

Don’t confuse more advice with better outcomes.

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Habit 8: They Save for Kids, Not for Themselves

According to the survey:

• 75% of HNIs save for children’s education and marriage

• 40% want to start a business or buy a house

• But very few prioritize their own retirement and freedom goals

While generosity is admirable, self-neglect in financial planning is dangerous.

One affluent couple I guided had spent nearly ₹2 crores on weddings and foreign degrees—yet had no solid retirement fund at 60.

Your dreams matter too. Don’t defer them endlessly.

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Habit 9: Global Investing Is Still a Blind Spot

Only 21% of HNIs have started investing abroad. And nearly a quarter are unfamiliar with global products altogether.

In 2025, that’s a missed opportunity.

From US tech stocks and global ETFs to Singapore REITs and Europe dividend funds—global diversification reduces India-specific risk and boosts currency-adjusted returns.

Your life is global. Your portfolio should be too.

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Habit 10: Their Diversification Is Often Lopsided

Despite having large portfolios, HNIs in India are often heavily concentrated in:

• Real estate

• Gold

• Traditional insurance

• Company stock (in case of founders)

And they lack balance across:

• Short-term liquid assets

• Equity (domestic & global)

• Structured debt or arbitrage

• Risk-managed alternatives

Diversification isn’t about having many things. It’s about having the right mix.

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Habit 11: They Don’t Involve the Family Enough

One major risk I see is that wealth decisions are siloed.

• Spouses don’t know about mutual funds

• Children are unaware of goals

• There are no wills, trusts, or documented plans

I’ve helped HNI families create shared dashboards, assign financial roles, and hold quarterly money meetings. The transformation? Massive clarity, accountability, and harmony.

Wealth without communication creates confusion. Wealth with collaboration creates legacy.

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Final Thoughts: It’s Time for the Rich to Think Richly

This survey showed us something powerful: even India’s most affluent households are not immune to:

• Fear-based investing

• Outdated habits

• Over-dependence on real estate

• Poor advice and unclear goals

I’ve coached business owners, doctors, industrialists, and top-tier professionals—and the biggest shift always comes when they stop asking, “How much am I saving?” and start asking, “Is my money aligned with my goals?”

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Your Takeaway Action Plan (Whether You’re Already Rich or on Your Way There)

If you want to adopt the mindset and structure of truly wealthy individuals:

Step 1: Review your current asset allocation

Step 2: Create separate buckets for goals (retirement, education, business)

Step 3: Allocate at least 25–30% to equity (domestic + global)

Step 4: Build an emergency fund of 6–12 months’ expenses

Step 5: Write down your family’s financial priorities—and revisit them quarterly

Step 6: Build a “One Page Financial Plan”

Step 7: Seek professional, unbiased, and consistent financial mentorship

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 My Personal Invite to You

If you’re an affluent Indian—or you’re becoming one fast—and you feel your portfolio lacks clarity or direction…

Join my free 90-minute masterclass where I teach:

• How to structure your wealth

• How to invest with confidence

• How to create long-term peace of mind

Sign up now: www.therichnessacademy.com

Let’s not just be rich. Let’s be wealthy, wise, and ready.

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