Assistant professors are one of the most prominent people in society who will be role models for so many students in various aspects including financial literacy. On the other hand, most of the individuals in the society are financial alliterates. Therefore, the study has concentrated on analysing the awareness level of assistant professors about their financial literacy and attitude towards investment. The present study was conducted in Chamarajanagar taluk of Karnataka and found that there is a low level of knowledge about modern investment avenues and hybrid securities.

KEYWORDS: Financial Literacy, Investment Behaviour, Assistant Professors, Investment Avenues.