Frameworks·11 June 2026
The ultimate cheat sheet: SIP, STP, SWP and Lumpsum explained
The four ways to move money in mutual funds: SIP, STP, SWP and lumpsum, explained with simple analogies and an interactive strategy simulator.
Established 2021 · A decade plus in investment services
Wealth is built with intellect.
Protected with wisdom.
A Private Investment services firm dealing with Mutual Funds, PMS, AIF, SIF and GIFT City products. We work with a small number of HNI Families over long horizons to save their time and build a lasting legacy.
₹175 Cr+
Client Assets
Near-Zero
Client Attrition
Research-Oriented
Investment Approach
Tech, Doctors, CXOs, Founders & NRIs
Who We Serve
Who we work with
You've done well. Now it needs attention.
You built something: a career, a company, a portfolio. Somewhere along the way, managing it became a second job you never applied for.
- Tech professionals whose RSUs vest faster than they can think about them
- Founders with exit proceeds sitting in a fixed deposit, waiting for a plan
- Business owners whose capital works hard inside the company and sits idle outside it
- Doctors and senior professionals who earn well, and have no time to put it to work
- Families with money across five platforms and no one watching the whole picture
- NRIs returning to India with assets in two countries and paperwork in both
If one of these is you, you're in the right place.
Can patience and the right selection reward you?
The evidence says yes. Here's what it looks like.
Illustrative figures based on published industry research and category dispersion data. Hypothetical funds. Not a promise of returns. Mutual fund investments are subject to market risks.
01 · Philosophy
Buy with a reason. Hold with a plan. Review without drama.
Every position in a portfolio we manage exists because it answers a question: what role does this play, and what would make us change our mind? If we cannot answer that before we invest, we do not invest. This sounds obvious. In practice, most portfolios we inherit are collections of past enthusiasms, products sold in a good quarter, ideas nobody remembers the logic for. Our work begins by removing what has no reason to be there.
Holding is the harder discipline. Markets reward patience unevenly and test it constantly. So every holding comes with a plan written in calm conditions: what we expect, what we will tolerate, and what would genuinely change the thesis. When volatility arrives, we consult the plan, not the panic.
And reviews are exactly that: reviews. Structured, scheduled, unhurried. We measure what happened against what we said would happen, and we tell you plainly when we were wrong.
No pushed products. No churn. No quota behind our calls. We are paid by staying right over years, not by staying busy over quarters.
Where the lines fall depends on you.
Goals, horizons, and temperament draw a different map for every family.
Where the lines fall depends on you.
Goals, horizons, and temperament draw a different map for every family.
02 · Services
Where you are, and what comes next
Senior engineer, listed employer, investing from monthly salary
Income is strong and time is short, so the simplest thing that works is a regular, automated investment.
- Rung 01
Mutual funds, executed online
Getting started
Onboarding and SIP setup are fully digital, so monthly investing can begin in a few days.
- Rung 02
Regular reviews and consolidated reporting
Every quarter
One statement for everything held through us, on the web and on your phone, with reviews of how the schemes are tracking.
- Rung 03
SIF, where the category minimum is met
Once investable assets pass ten lakh
A newer SEBI category becomes available alongside mutual funds. We get the facts and the best products in the industry to you.
- Rung 04
PMS and AIF options, introduced later
As the portfolio approaches one crore
Regulatory minimums are only eligibility. We introduce these options when the portfolio is large enough that no single product would dominate it.
- Rung 05
Global funds via GIFT City
For goals priced in dollars
Access to dollar denominated options, with the paperwork handled for you.
Mutual funds executed fully online; everything else handled for you, end to end. One consolidated view of all you hold, on the web and on your phone.
03 · How we work
An unhurried rhythm. In four steps.
- 01
Listen
The family, the goals, the obligations. Numbers come later.
- 02
Plan
What goes where, and what it's for. Your goals shape the allocation, not a market view.
- 03
Execute
Mutual funds fully online. For everything else, you sign. We handle the rest, end to end.
- 04
Review
On schedule, every time. You'll always know where you stand.
04 · The founder
About us
Banking taught me how wealthy families are served, and where the industry falls short. Too many products, too little clarity. Equitup is my answer to that: a firm where every family knows what they own, why they own it, and who to call. That's the whole idea. It hasn't needed changing since 2021.
— Dharmendra Athaluri
Connect on LinkedInEquitup is a private wealth practice, built in Hyderabad and serving HNI families across India, with over ₹175 crore under our care. The practice is owner driven and deliberately compact, shaped by years inside the wealth divisions of multinational banks, working with families much like yours.
Two things have not changed since the first client. Compliance is not a box we tick; it is how the firm thinks. And relationships here are measured in years, not transactions: personal, consistent, and built to last across generations.
05 · In their words
Said by the families we serve.
“Working with Dharmendra has been a great experience. He makes a genuine effort to educate, not just execute, and his service is proactive and timely. It's rare to find someone so dedicated and client focused.”
“Dharmendra has been a consistent and dependable partner. He brings clarity and a well organized approach that makes the entire process smooth and reassuring. I truly appreciate the attention to detail.”
“Our investments with Equitup across mutual funds, PMS and AIFs have been a great experience since the firm's earliest days. The service is top notch, and the app tracks our entire portfolio in one place. Thanks for the great service standards.”
06 · Insights
Short notes, written occasionally.
Tax and RSUs·11 May 2026
The tech professional's guide to RSUs and Indian taxes
How RSUs are taxed in India: vesting taxed as salary, capital gains on sale, the 24 month rule for foreign shares, and 12.5 percent LTCG, explained simply with a calculator.
Practice Notes·4 March 2026
After the exit: the first 90 days
A letter to founders and senior operators on what to do, and what to deliberately not do, in the first three months after a meaningful liquidity event.
If this sounds like your situation, let's talk.
Write to us
No pitch. No pressure. A short conversation about whether we're the right fit, and an honest answer if we're not.