Rite Knowledge Labs India Private Limited

Client Brief

IIFL Asset Management wanted to demonstrate its distinctive investment strategy as well as showcase the success of its investment approach over the years.

It also aimed to position India as an ‘emerged’ investment destination and demonstrate its expertise in capitalizing on the country’s growth story. Further, while IIFL Asset Management was proud of its legacy in the IIFL brand, it wanted to come out of the overarching brand shadow and reinforce it competencies independently, separate from its parent retail focus.


Rite KnowledgeLabs conducted Discovery Workshops with various stakeholders at IIFL Asset Management from the senior leadership team to the various product and line of business functions.

A hub and spoke UI / UX model was deployed with iiflamc.com forming the nucleus of the organization’s online identity and service-specific microsites (aif.iiflamc.com | portfolio.iiflamc.com | iiflmf.com) which catered to the specialized needs of the offshore services, portfolio management services and mutual fund businesses of the group.

The content approach laid emphasis on compelling messaging, intellectual vocabulary and intensive research. This was complemented by a global, minimalistic UI design which reflected an unsaid sophistication and the positioning of a solid asset management leader. The three business websites reflect the design of the overarching parent website but are also distinct in their look & feel. It was a careful balance, focusing on the strengths of each business whilst recognizing the brand the parent website stands for.


IIFL Asset Management partnered with Rite KnowledgeLabs to create a powerful digital asset demonstrating its unique capabilities, differentiated offerings and innovative, high-conviction investment strategy.

The primary target audience for the website were the customers i.e. investors who were top-of-the-pyramid members such as HNIs, UHNIs, family offices, institutional investors etc., prospective employees, regulators among others.

The IIFL AMC website was created with an objective of establishing asset management thought leadership and reputation through compelling content, intellectual vocabulary and knowledge capital. With a global look and feel, which catered to the sophisticated aesthetics of this audience.


The new website received a lot of traction and appreciation from various stakeholders. The website has brought out an untold story of asset management success and created a differentiated leadership positioning that does as much of the reputation building for IIFL Asset Management as possible. Today, when the IIFL Asset Management team meets a potential client, the value proposition is there on the website for the client to validate and believe.

Rite Knowledge Labs India Private Limited

Digital Marketing

  1. Mumbai




11-25 Employees

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