To launch ZyFin, an asset management and advisory firm focused on the high growth segment of emerging market ETFs, into the UK.

Building on this corporate launch, to provide media relations to support the listing of the first Indian fixed income ETF on the London Stock Exchange, on 19 November 2015.

This ETF offers British and international investors exposure to a basket of Indian public sector corporate bonds, including the Indian railways and Indian Rural Electrification Corporation, for the first time.


Quill worked closely with ZyFin to devise corporate messaging and media strategy leading up to and around this momentous event.

To build media interest around the listing of the ETF, Quill exploited the three-day visit of Indian Prime Minister Narendra Modi on 11 November 2015 highlighting the investment case for the sub-continent, securing coverage in national and trade publications ranging from The Telegraph, FT.com, FTSE Global Markets, WealthBriefing, WealthNet to ETF Strategy.

On 19 November 2015, the LSE welcomed ZyFin and Sun Global Investments, partners in this joint venture, to open trading on its markets.  Ahead of this, an exclusive interview between the Financial Times and Executive Chairman and Co-Founder of ZyFin, Sanjay Sachdev and CEO of Sun Global, Mihir Kapadia ensured strong, on message coverage in an extremely influential publication to support the launch.

After the market open at 8.00am there were colourful speeches from Nikhil Rathi, CEO of LSE, the Rt Hon Hugo Swire MP, SS Kohli, recently Chairman of India Infrastructure Finance Company, KC Chakrabarty, ex Deputy Governor of the Reserve Bank of India, Mihir Kapadia, CEO of Sun Global and Sanjay Sachdev, Executive Chairman of ZyFin.

Quill masterminded a press breakfast roundtable held at LSE Group headquarters, focused on this new innovative EFT.

The LAM Sun Global ZyFin India Sovereign Enterprise Bond UCITS ETF trades under the tickers CRRY (GDP) and CURY (USD) and was thus dubbed the first ‘curry bond’. A press release was issued that morning resulting in a great deal of coverage and a flurry of tweets.

In addition, Quill PR drafted the wording for a Foreign Office document for inclusion in the Modi State Visit announcement and the listing was mentioned in a press release from the Prime Minister’s office:

“ZyFin and Sun Global announced that they would be listing the world’s first India fixed income exchange traded fund (ETF) on the London Stock Exchange – the broadest ETF market in Europe. Capitalising on the recent reforms led by Prime Minister Modi, this ETF will give international investors access to the Indian fixed income market, which is worth $1.3 trillion and is a vital source of finance for the infrastructure sector.”

Going beyond the UK

Quill PR worked with the Deutsche Börse on the logistics and press release ahead of the listing of the ETF on the Xetra on 17 November 2015, achieving broad coverage with key German publications.