This paper aims to find the behaviour of individual investors of Coimbatore city vis-a-vis available investment avenues in the Indian financial markets. The major factors behind an investment are the safety of principal amount, liquidity, income stability, and appreciation. A variety of investment avenues are available such as Savings a/c, FD a/c, Government Securities, Corporate Bonds, Insurance policies, Real estates, Commodities, Shares and MFs, Chit Funds and Gold and Silver. All the investors invest their surplus money in the above mentioned avenues depending on their risk taking attitude. "No pain, no gain" it is the golden principle of investment management. In the developing economic one can earn more and more money. 'More risks' lead to more profits. Investors cannot avoid risks but they can minimize the risk by investing their money in various forms of safe investments so that they can get a moderate profit. This study has led the researcher to conclude that most of the investors of Coimbatore city prefer bank deposits followed by investments in gold and silver.