CoinDCX launches #TearTheStereotype campaign on women and investing

CoinDCX, India’s largest crypto exchange, has launched a new campaign titled ‘#TearTheStereotype’ to challenge long-standing assumptions around women and financial decision-making. The initiative focuses on addressing the belief that women are disengaged from investing or hesitant to explore emerging asset classes such as crypto.

The campaign is backed by data from CoinDCX, which shows a steady and meaningful increase in women’s participation in crypto investing over the past year. According to the platform, this growth reflects a shift away from traditional perceptions towards more data-led insights into how women are engaging with digital financial products.

CoinDCX has observed increased adoption among women investors across multiple regions in India, with notable growth coming from Tier II and Tier III cities. This trend indicates that participation is not limited to major metropolitan centres, but is expanding across a broader geographic and demographic base. The company notes that women are entering the crypto ecosystem in greater numbers and are becoming more active participants over time.

 

 

 

 

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In addition to increased participation, CoinDCX data points to changes in investment behaviour among women users. Women investors on the platform are demonstrating disciplined and long-term approaches to investing, maintaining diversified portfolios and showing rising levels of transaction activity. These patterns suggest a considered and informed engagement with the asset class, rather than speculative or short-term behaviour.

Through ‘#TearTheStereotype’, CoinDCX aims to bring these insights into the public conversation and encourage a reassessment of how women’s financial capabilities are viewed. The campaign seeks to foster dialogue around financial agency, inclusion and equal participation within India’s digital economy. It positions women as confident and independent decision-makers who are actively shaping their financial futures.

The initiative also reflects broader shifts within the financial services and fintech sectors, where increased access to digital platforms and information has enabled more women to participate directly in investment decisions. By highlighting real user behaviour, CoinDCX is attempting to move the narrative away from assumption-driven views towards evidence-based understanding.

Commenting on the campaign, Prashant Verma said, “Outdated stereotypes have long clouded the perception of women as financial decision-makers. However, our data reveals a completely different picture: women are making informed investments, diversifying their portfolios strategically, and actively shaping the future of finance. Through the #TearTheStereotype campaign, we aim to highlight this reality and motivate more women to take control of their financial journeys. At CoinDCX, we understand that dismantling these archaic narratives is vital for establishing a truly inclusive financial ecosystem. #TearTheStereotype is more than just a campaign; it signifies our unwavering dedication to amplifying women’s voices, celebrating their growing influence as investors, and eliminating the obstacles that prevent equal participation.”

By centring the campaign on data and real participation trends, CoinDCX is positioning ‘#TearTheStereotype’ as both a marketing initiative and a statement on inclusion within the financial ecosystem. The company’s approach underscores the role that platforms can play in challenging entrenched views and supporting more equitable access to investment opportunities.

As conversations around financial inclusion continue to evolve, campaigns such as this reflect a growing focus on representation and agency within the digital economy. For the advertising, media and marketing industry, ‘#TearTheStereotype’ illustrates how brands are increasingly using data-led storytelling to address social perceptions while aligning with business growth objectives.