Savings act as a catalyst to economic development in every country. Household savings is the major domestic means of funds to finance long-term capital investment, which is a major driver of economic growth. In the 21st century India, with a much more developed capital and money market than before, a variety of investment opportunities and saving instruments have come up for the households. Along with the growth of the secondary capital market, there was an influx of domestic and foreign institutional investors. Using the primary data collected from five districts of Kerala the study attempts to unleash the saving preferences of the people in Kerala.