From Awareness to Investment: The Role of Financial Literacy and Behavioural Factors in Share Market Participation Among JSW Steel Employees

The stock market has emerged as a significant avenue for wealth creation in India, supported by technological advancements, online trading platforms, and financial literacy initiatives. Despite these opportunities, investment behaviour is influenced by awareness levels, risk perceptions, and personal financial goals. This study focuses on employees of JSW Steels Ltd, a group with stable incomes and investment potential, to examine their stock market awareness, participation patterns, motivations, and barriers. Using primary data collected from 54 employees through a structured questionnaire and supported by secondary sources, the study reveals that while a majority of respondents are aware of the stock market, only a small proportion possess strong knowledge. Participation levels are moderate, with nearly two-thirds investing either regularly or occasionally. Shares and mutual funds are the most preferred options, while bonds, gold, and real estate attract less interest. The key motivator for investment is long-term savings, followed by the pursuit of higher returns, whereas limited disposable income, lack of knowledge, and fear of risk are major obstacles. The findings highlight the presence of awareness but also point to knowledge gaps and risk aversion that restrict broader engagement. The study concludes that targeted financial literacy programs and support mechanisms can enhance employee confidence, encourage informed decision-making, and contribute both to personal financial security and to strengthening the financial system.