Bajaj Finserv on Tuesday has entered the buzzing asset management business and unveiled a strategy of differentiation as it sought to make a mark over the 40 other players in the market.

The company received the final registration from the Securities and Exchange Board of India in March.

The operations will be run by Bajaj Finserv Mutual Fund, with Bajaj Finserv Asset Management Limited as the investment manager.

Bajaj Finserv Mutual Fund will launch products across fixed-income, hybrid and equity categories to meet the needs of diverse investor profiles ranging from retail and high net worth individuals (HNIs) to institutions.

Initially, the fund house will launch fixed-income, liquid, overnight and money market products to cater to the institutional segment and the treasury operations of companies.

It had filed its first seven schemes with the market regulator and these include a liquid fund, money market fund, overnight fund, arbitrage fund, large and mid-cap fund, balanced advantage fund and flexi cap fund.

Bajaj Finserv Mutual Fund will start rolling out these products within the next 30 days, beginning with the debt products.

The fund house is not worried about being a late entrant in a market that has 40 more players whose combined asset under management (AUM) or public money stands at Rs 40 lakh crore.

Sanjiv Bajaj, chairman & managing director, of Bajaj Finserv, referred to the “late mover advantage’ and said Bajaj Finserv Mutual Fund would learn from others’ mistakes and emulate their success.

“Yes, we’re a late entrant. But we aren’t worried about that. We want to tap into the advantages of being the late entrant that places us on a better footing. Because this late entry gives us the advantages of knowing what works and what doesn’t work,’’ he said.

Ganesh Mohan, chief executive officer, of Bajaj Finserv Asset Management Company, said there was enough space for more competition. He pointed out that in countries such as the US, Brazil and the UK, there are 800-6,000 fund houses.