Quality Factor in Emerging vs Developed Markets: Same Factor, Different Lens
Over the past decade, the quality factor has quietly gained global recognition. As investors seek stability in uncertain markets, quality-focused strategies have emerged as reliable tools for both performance and protection.
In the US alone, between 2014 and 2024, the number of quality factor ETFs increased from 8 to 28, while their AUM rose from $4.67 billion to over $100 billion, a CAGR of nearly 36% (Source: Bloomberg). This surge reflects a clear trend: investors across the world are gravitating towards companies with sound fundamentals, clean financials, and strong governance.
But the question is: does the quality factor behave the same way in emerging markets as it does in developed ones?
Defining the Quality Factor
At its core, the quality factor identifies companies with:
- Strong profitability
- Efficient capital usage
- Low debt
- Consistent earnings
- Reliable governance
While the core concept of quality is universal, how it is identified and rewarded differs across regions. For instance, in the US, a quality company might be defined by stable margins and share buybacks. In India, quality could mean low leverage, high cash flow efficiency, and the ability to withstand regulatory or macroeconomic shocks.
Why Compare Emerging and Developed Markets?
Developed markets (DMs) and emerging markets (EMs) operate under very different dynamics. While the definition of quality may be rooted in similar principles globally, how it manifests and what it protects against differ dramatically between emerging and developed markets. The context in which the factor operates is just as important as the factor itself.
In developed markets (DMs), quality often signals consistency, steady earnings, efficient capital allocation, strong corporate governance, and low financial risk. These economies have mature institutions, strict regulatory norms, and efficient capital markets. Here, the quality factor helps investors distinguish long-term compounders from average businesses.
In contrast, emerging markets (EMs), like India, are marked by rapid growth, political and currency risks, evolving regulations, and often, information asymmetry. In these environments, quality is more about survivability and durability. It helps investors be clear of corporate governance lapses, balance sheet stress, and financial manipulation, all of which are far more common than in developed peers.
For instance, while a US investor may define quality as a firm that increases dividends regularly, an Indian investor may value clean accounting, conservative debt practices, and founder transparency more.
Here’s a simple contrast of key characteristics:
| Aspect | Developed Markets (DMs) | Emerging Markets (EMs) |
| Governance norms | Well-established, stable | Evolving; often inconsistent |
| Financial disclosures | Standardised, transparent | Varies across companies; sometimes opaque |
| Earnings quality | Typically high | Mixed, prone to red flags |
| Investor behavior | Institution-driven, rational | Retail-driven; subject to herd behavior |
| Market cycles | Mature, low volatility | Growth-oriented, high volatility |
| Currency/inflation risk | Low | High impact on earnings and capital costs |
| Access to capital | Easier, cheaper | Uneven, often costly for weaker firms |
Global Performance Trends of the Quality Factor
Over the last decade, the quality factor has emerged as a dependable core strategy for global investors, especially during turbulent times. The table below shows how quality strategies have delivered strong risk-adjusted returns across global markets:
| Region | Period | Annualised Return (%) | 3-Year Median Rolling Return (%) | 10-Year Median Rolling Return (%) | |||
| Quality | Market | Quality | Market | Quality | Market | ||
| USA | Jul 5, 1995 - Dec 31, 2000 | 26.42 | 19.32 | 27.24 | 25.80 | - | - |
| Jan 1, 2001 - Dec 31, 2006 | 6.49 | 2.94 | 10.40 | 8.98 | - | - | |
| Jan 1, 2007 - Dec 31, 2012 | 6.42 | 2.29 | 4.56 | 1.58 | - | - | |
| Jan 1, 2013 - Dec 31, 2018 | 11.20 | 12.15 | 9.86 | 10.90 | - | - | |
| Jan 1, 2019 - Aug 31, 2025 | 17.36 | 17.15 | 11.98 | 11.04 | - | - | |
| Entire Period | 13.21 | 10.54 | 11.90 | 11.33 | 11.09 | 8.07 | |
| Europe | Jul 15, 2014 - Dec 31, 2018 | 6.92 | -0.33 | 6.39 | 0.01 | - | - |
| Jan 1, 2019 - Aug 31, 2025 | 11.44 | 7.61 | 8.65 | 5.83 | - | - | |
| Entire Period | 9.60 | 4.35 | 8.64 | 4.24 | 9.10 | 3.81 | |
| India | Apr 1, 2005 - Dec 31, 2012 | 18.83 | 14.79 | 16.46 | 8.58 | - | - |
| Jan 1, 2013 - Dec 31, 2018 | 16.45 | 12.75 | 16.29 | 13.11 | - | - | |
| Jan 1, 2019 - Aug 31, 2025 | 17.74 | 15.59 | 20.48 | 18.92 | - | - | |
| Entire Period | 17.79* | 14.51** | 16.49 | 13.31 | 16.34 | 12.92 | |
Source: Bloomberg, NSE. Past performance may or may not be sustained in future and is not an indication of future return. The S&P 500 Quality TRI, S&P Europe 350 Quality TRI, & Nifty 500 Quality 50 TRI are used to represent the Quality index for the USA, Europe and India regions respectively. The S&P 500 TRI, S&P Europe 350 TRI, & Nifty 500 TRI are used to represent the market index for the USA, Europe and India regions respectively.
Indian Market Landscape: A Rapid Quality Shift
India’s adoption of the quality factor has grown even faster, reflecting both rising investor awareness and the need for stronger stock selection in a high-growth but high-risk environment.
Source: ICRA, NJ Asset Management Private Limited Internal Research. Quality-oriented funds refer to those funds that focus on the quality factor alone, as well as combined with other factors. AUM figures are as of the month-end. Only equity-based, open-ended, passive smartbeta funds have been considered.
- Number of quality oriented funds: The number of quality ETFs has grown from just 1 in May 2019 (₹17 crore AUM) to 22 by May 2025 (₹3,832 crore).
- Market Share Growth: Quality ETFs’ share of total factor ETF AUM rose from 2.78% in May 2021 to 8.44% in May 2025, showing investor confidence.
- Long-Term Returns: The Quality factor has delivered a superior return in long term. 17.79%*, compared to the benchmark return of 14.51%**.
This shows that while momentum strategies may lead on shorter-term performance in India, quality has the potential to deliver robust long-term compounding, often with fewer portfolio shocks. India's market is still evolving. Just like in the US, quality may emerge as the dominant factor over the next few decades as markets mature, governance norms strengthen, and transparency improves.
Why Quality Matters More in Emerging Markets
Emerging markets come with immense opportunity, but also heightened risk. Here's why quality becomes even more critical in these environments:
- Higher economic and regulatory uncertainty: Quality helps filter out companies vulnerable to volatility caused due to macro shocks or policy swings.
- Governance gaps and disclosure issues: A quality lens uncovers companies with cleaner books and better practices.
- Lower analyst coverage: Quality metrics offer a structured way to discover hidden winners by adopting an integrated approach to evaluating the fundamentals.
- Higher behavioral mispricing: Retail dominance often leads to the prevalence of investing biases and short-term sentiment swings. Quality adds a layer of objectivity.
- Volatile business cycles: Companies with strong fundamentals are more likely to survive and grow through downcycles.
Conclusion
The Quality factor works across both developed and emerging markets, but often for different reasons and with different results. In developed markets, it’s about rewarding consistency and capital discipline. In emerging markets, it plays a more protective role, helping investors avoid governance risks, financial manipulation, and business fragility.
As the Indian market evolves, the relevance of quality will only grow stronger, not just for boosting returns, but for helping investors stay the course with confidence.
At NJ Mutual Fund, we believe that a structured approach to identifying true quality is key to navigating the uncertain, evolving markets. Our 100% rule-based quality-focused investment philosophy helps build resilient portfolios that are better positioned to perform across cycles and stay aligned with long-term investment goals.
FAQs
1) What is the difference between emerging and developed markets?
In developed markets, quality is often about consistency and capital discipline. In emerging markets, it focuses more on survivability, governance, and managing risk in volatile conditions.
2) Why is the Quality factor important in emerging markets like India?
Emerging markets have higher risks and market inefficiencies. The Quality factor helps filter out weak or risky businesses, offering better downside protection.
3) What is the Quality factor in investing?
The Quality factor refers to investing in companies with strong financials, high profitability, low debt, and good corporate governance.
Investors are requested to take advice from their financial/ tax advisor before making an investment decision.
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