<b>Street signs</b>: Mutual funds try to cash in on tax saving season

Last year, the industry had clocked sales of over Rs 4,400 crore in ELSS during March quarter

Asset management companies (AMC) are trying to make the most of the ongoing tax-saving season. To attract investors towards their equity-linked savings scheme (ELSS), AMCs have booked top search slots on popular search engines and social media websites. Besides, they are also promoting their schemes on their own websites. Industry players say they expect highest-ever mobilisation through online channels. They say that the easing of KYC norms and streamlining of their websites and mobile applications make subscription to such schemes a five-minute affair. The January-March 2017 period is the peak time for investing in tax-saving instruments like ELSS. Last year,