22/05/2026
Choice Overload — The Bias That Quietly Paralyses Indian Retail Investors
In May 2026, the average Indian retail investor with a demat account can choose between roughly 5,000 listed equities on the NSE and BSE combined, ~1,500 distinct mutual fund schemes across more than 44 AMCs registered with AMFI, hundreds of NCDs, dozens of PMS managers, 100+ SEBI-registered AIFs, listed and unlisted REITs/InvITs, multiple ETF families, sovereign and corporate bonds across the RBI Retail Direct portal, and a growing menu of internationally accessible US ETFs through LRS-linked platforms. On paper, that abundance looks like progress: more options must mean better outcomes, because the investor can always pick exactly what suits her objective.
The behavioural-finance research of the last twenty-five years says exactly the opposite. When the option set crosses a certain cognitive threshold, decision quality collapses.
Iyengar & Lepper’s 2000 jam study and Sethi-Iyengar’s 2004 401(k) evidence show that wider option sets paralyse decision-makers. With ~1,500 MF schemes and 5,000+ listed stocks, Indian retail investors face an extreme choice-overload landscape. A four-step counter-measure checklist, and an educa...