Policy makers in India find tremendous untapped investment potential among middle class households. Investment refers to sacrificing a certain value in the present for a future uncertain reward. In the present scenario of economic prosperity, Indian middle class has emerged as one of active investors having surplus income at their disposal. They are aware of the various benefits of investment such as tax savings or precaution against any uncertainty and improving future standard of living. Depending on their needs and risk taking capabilities, they select various investment assets. The present study aims at exploring the investment behavior of middle class households in Indore to reflect the influence of demographic profiles on investment behavior. Data are collected on the basis of self structured questionnaire and processed to find the difference in choice of investment instruments by different age groups and gender of the middle class households in Indore. This study can be helpful to the investors, marketers, financial planners and government.