Policymakers have long bemoaned the “non-optimal” Indian household that holds “unproductive” gold and land rather than financial assets. The same policymakers have sat on defined-benefit pension plans, medical treatment for life, other perks and have had very little idea about markets, how they work and how ordinary people deal with on-ground issues. They also forget to look at supply-side market failure before blaming the household. That household whose rupee finally makes the whole story hold together through taxes, consumption and savings. But very little work goes into working through why a household behaves the way it does when it makes its investing choices and even when there is work, it is ignored and not implemented.