Old Money, New Moves: How India’s Family Offices Are Playing It Smart, Sreepriya N.S., Co-founder and Director, Entrust Family Office

By Puja Sharma

A disciplined, India-focused investment strategy that combines traditional wealth preservation with modern tools—like debt alternatives, unlisted investments, and curated products. It emphasises active management, prepares for next-gen needs, and stays ahead of trends in technology, taxation, and sustainability that are reshaping Indian family offices today.

Sreepriya N.S., Co-founder and Director of Entrust Family Office, shares how India’s family offices are blending first principles with flexibility betting big on unlisted opportunities, tactical asset allocation, and India-centric growth. She unpacks the shifting investment mindset, next-gen involvement, and how AI and governance are reshaping the future of wealth stewardship.

How do you approach the formulation of your investment strategy, and what key principles guide your decision-making process?

We start with the client’s risk profile and Investment Policy Statement to arrive at the Strategic asset /sub-strategy allocation. Market views and data research help us determine opportunities, tactical allocation strategies, and decisions related to capturing vintage, as well as formulate risk management strategies from time to time.

At a fundamental level, we are guided by setting agreed-upon prudential limits to avoid concentration or overexposure, a basic understanding of cost and Taxation limitations to determine structure and wrappers, and keeping an eye on liquidity based on cash flow requirements and market situations. In many cases, if we are unable to identify products for a particular strategy, we go to great lengths to curate a product either with an established manufacturer or do it ourselves.

Along with identifying market opportunities through research, we also have frameworks to determine suitable product structures and managers for each identified strategy through an objective due diligence process. We adhere to a clear entry and exit philosophy guided by simple and time-tested principles.

Which geographies and asset classes are currently at the core of your investment focus, and why?

Currently, from a geography perspective, we are skewed towards India. However, we are carefully evaluating other geographies and will calibrate the exposure based on merit and views. On the Asset class side, for debt, we are looking at debt alternatives that can provide better risk-adjusted, efficient post-tax returns. On the listed equity side, we are currently focused on large caps in general and selectively on opportunities that provide valuation comfort. Other than this, we are also actively looking at Unlisted opportunities on both debt and equity.

Since we believe in the concept of asset allocation, we have exposure to various asset classes and market segments. However, based on our views, we actively rebalance and calibrate the skew between exposure from time to time.

In what ways does your investment portfolio stand out from others in the family office space?

We keep it simple and stick by our first principles. Investment portfolios are clearly bucketed to access the benefits of both capital preservation on one hand and wealth creation on the other hand. We are agnostic to product structures and try to create efficiencies on return, cost, tax and liquidity through an optimum mix.

What role do you see artificial intelligence playing in transforming the operations and investment decisions of family offices in the near future?

AI will play a significant role in operations and investment by simplifying data analysis and reducing the time required to perform tasks. However, decision-making will have to be human-led.

How can family offices adjust their investment strategies to strike a balance between longterm wealth preservation and growth while remaining aligned with effective wealth management principles, such as clear goalsetting and tax efficiency?

Investment portfolios will have to be actively managed. What we mean by this is not from a transactional perspective but rather from a nimble-footed approach, which also includes ensuring that lockedin products are limited to the extent defined by prudential limits. Implementing risk management approaches in managing portfolios will target achieving wealth preservation. On the other hand, robust investment research should focus on identifying market anomalies and opportunities that will generate alpha and growth over a period.

The major pitfalls are emotional biases and fuelling of either greed or fear when it comes to investment decisions. To overcome this a clear investment goal and approach should be well defined and always followed in sprit.

What key strategies should family offices adopt to offer tailored solutions, build trust, and prepare the next generation for responsible wealth stewardship?

Family offices should focus on understanding each family’s unique goals and dynamics to offer truly tailored solutions. Building long-term trust through transparent, values-based advisory, and engaging the next generation early through education and purposeful involvement are key to ensuring responsible wealth stewardship across generations.

What emerging trends or disruptions are likely to reshape family office operations in the next 3–5 years, especially around technology, governance, and the rise of sustainable investing?

Over the next 3–5 years, family offices are expected to undergo significant shifts driven by digital transformation, characterised by an increased use of AI and data-driven decision-making. There will also be a growing emphasis on governance frameworks and sustainable investing as families align wealth with purpose and prepare for next-gen leadership and global impact. In the Indian context, many family offices are adapting to the needs of globally exposed next-gen members who are educated, well-travelled, and purpose-driven by integrating international governance standards, cross-border structures, and sustainability-focused investment strategies to stay relevant and future-ready.