Why AMCs launch NFOs?

Why do asset management companies launch new fund offers (NFOs) when they struggle to deploy funds in their existing schemes? The answer lies in the desire to earn higher commissions from new issues and to compete for greater market share. Besides the NFOs keep them in the news. They play on the current themes doing well in the markets or will do well in future. For example, when everyone was talking about defense sector/manufacturing doing well, many AMCs came up with defense/manufacturing sector specific NFOs.