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Direct Fund Investments

Ashay Nerurkar wants to know if it is correct that there is no entry load in case of direct fund investments

If I invest in mutual funds directly, there is no entry load. Is this correct? If I invest in a mutual fund through online platforms like ICICI direct, will it be considered as direct investment with no entry load?
-Ashay Nerurkar

If one invests in mutual funds without an intermediary, no entry load is chargeable. But if you invest through ICICI direct, which is a broker, you will have to pay the entry load as it is not a direct investment.

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