Mumbai, Feb. 24 -- Jio BlackRock Asset Management Pvt. Ltd, which had initially planned to sell mutual funds directly to consumers, has now begun reaching out to distributors, three people familiar with the matter said.

The Reliance Industries and Blackrock-backed asset manager has reached out to select distributors to understand how the distribution model could work, one of the people said.

"They are considering distribution to increase inflows and also get better collections during new fund offers (NFOs) in the future," said the second person.

When it started, the AMC announced plans to focus entirely on a direct-only model and bypass the traditional distributor-led model. It planned to monetize its own app and fintechs to market its...