Avinash Satwalekar, President of Franklin Templeton Asset Management (India), has called on women to take greater ownership of their financial futures.

This push for financial inclusion aims to bridge the gender gap in investment decision-making within Indian households. By encouraging women to lead financial conversations, the initiative seeks to foster long-term economic stability, and independence for women across the country.

The call to action was a central component of the #ChangeTheSoch awareness drive. The campaign involved a journey of more than 4,000 km [1], traveling from Kanyakumari at the southern tip of India to the northern frontier in Kashmir [3]. The drive was flagged off Jan. 20, 2026 [2].

Satwalekar said that while individual agency is necessary, the role of the family remains a key factor in this transition. "Women should start taking more ownership of their financial future, but the support mechanism of men is also crucial," Satwalekar said.

The campaign sought to empower women with the confidence to manage assets, and participate in household investing conversations [1]. Organizers said the effort was a way to recognize the role women play in building family finances and livelihoods [2].

Throughout the drive, the organization focused on removing the psychological barriers that often prevent women from engaging with formal investment tools. By traversing the length of the country, the initiative aimed to reach diverse demographics—from urban centers to rural villages—to promote a shift in traditional mindsets regarding wealth management [3].

“Women should start taking more ownership of their financial future, but the support mechanism of men is also crucial.”

The #ChangeTheSoch campaign reflects a broader trend in the Indian financial sector to target the underserved female demographic. By framing financial literacy as a household shift rather than just an individual pursuit, Franklin Templeton is attempting to dismantle systemic social barriers that have historically kept women out of active investment roles in India.