Our business is based on one simple idea - to provide our clients outstanding personal attention, the highest level of ethical advice and rock-solid money-management services.

We invest capital for the long-term and focus on identifying those assets whose intrinsic value has not been fully recognised by the market. Typically, we allocate our clients' capital to undervalued assets in order to generate above-average returns over the entire business cycle. We understand that investment success depends on the timely allocation of capital to sound assets which are poised for long-term growth. After conducting extensive fundamental analysis, we try and determine what an asset is worth and only invest if its price tag is favourable. Conversely, we avoid allocating capital to highly popular and richly valued, hence overpriced assets.

We understand that capital preservation is essential for investment-success. Accordingly, we safeguard our clients' capital and manage volatility by following strict risk-management strategies. After the onset of certain conditions in the credit markets, we reduce market risk by increasing our exposure to cash/fixed income assets. On the other hand, we tend to become aggressive during bear-markets/business recessions when fear is widespread and quality assets have become temporarily inexpensive. In summary, we accumulate our growth-producing assets during times of gloom and capture profits by selling when price levels are elevated and the general sentiment is euphoric.

As a rule of thumb, we do not utilise leverage in our investment operations and stay well clear of short-term speculative activities. In our view, it is critical that our clients understand the difference between investing and speculating. In simple terms, an investment is an endeavour which, upon thorough research, assures safety of capital over the long-term and provides a reasonable return. On the other hand, speculation is everything else; whether done knowingly or in the guise of investment. In order to maintain our discipline, we do not engage in any speculation. Therefore, our firm is not in a position to assist those who seek rapid and large near-term profits. Furthermore, we do not participate in investment strategies which fall outside our area of understanding – complex hedge funds, 'get rich quick' schemes and derivative-based strategies fall under this category.

Most importantly, it is our firm belief that investing is most successful when it is most businesslike. In other words, instead of viewing a stock as a ticker symbol, we regard it as an operating business - a company with plant, equipment, cash flow, debt, earnings and human resources. In reality, stocks are claims on the long-term cash flows of operating businesses and in the long run, any given stock’s performance ultimately depends on the fate of its underlying business. Accordingly, when investing capital, we seek out dominant businesses which (over the years) have demonstrated stable earnings growth and high returns on shareholders’ equity. So far, this strategy has worked well for us and we have no reason to expect a different outcome in the years ahead.

We formulate our investment strategy based on the secular macro-economic and business trends. Furthermore, unless the fundamentals change, we remain focused on our long-term investment objectives whilst ignoring the short-term market 'noise'. Very simply, we do not believe that short-term market direction can be consistently or reliably forecasted. Therefore, we do not adjust our investment positions due to the short-term fluctuations in the market. Our investment style does not require us to predict the future with pin-point accuracy. Rather, we try and objectively evaluate the present. Investing with Puru Saxena Wealth Management means building a portfolio designed to capture long-term growth in a controlled risk environment.