Reducing interest rates, lower yields from fixed return products, increase in tax exemption limits, increase in peak income tax rate touching 35.1 per cent in 2000-01 (settling at 33.6 in the last three years) and a booming economy with higher salaries has thrown up many choices for the brave new Indian. Today, there are over a dozen insurance companies, over 30 mutual fund players (each offering dozens of schemes), more private banks and a financially literate population that is gradually shifting from the conservative mindset to the more realistic mindset of a market-linked returns financial product.