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Report on

“Relationship with the distributors to maintain

the long term profits of the company & To
Study various large cap, Mid cap funds of
different AMCs and their comparative

Submitted by:
Nikhil Bajaj
Corporate Guide: Academic
Guide: Mr. Vikas Sharma
Prof. V.N.Srivastava


I take this opportunity to express my deep sense of gratitude to all

those who have contributed significantly by sharing their knowledge
and experience in the completion of this project work.

I am greatly obliged to, for providing me with the right kind of

opportunity and facilities to complete this venture.

My first word of gratitude is due to Mr. Vikas Sharma –

Relationship Manager, Reliance Mutual Fund, My corporate
guide, for his kind help and support and his valuable guidance
throughout my project. I am thankful to him for providing me with
necessary insights and helping me out at every single step.

I am highly thankful to Prof. V.N.Srivastava – my internal faculty

guide under whose able guidance this project work was carried out. I
thank him for his continuous support and mentoring during the
tenure of the project.

Finally, I would also like to thank all my dear friends for their
cooperation, advice and encouragement during the long and
arduous task of carrying out the project and preparing this report


1 Acknowledgement 2

2 Abstract 4

4 Executive Summary 5

5 Objectives of the Project 6

6 Introduction 7

7 Structure of Mutual Fund in India 16

8 History of Mutual Fund 20

9 Company Background 21

10 Literature Review 24

11 Marketing of financial products 25

12 SWOT Analysis 35

12 Methodology 44

13 Analysis 46

14 How company got benefit by my project 51

14 Comparison with other AMCs 53

15 Recommendations & Suggestions 65

15 Bibliography 66


I joined RELIANCE MUTUAL FUND for internship program (as a part of

MBA), I only had a theoretical knowledge of related subjects, thanks to my
Faculty Guide and my Company Mentor for giving me an opportunity to
implement my theoretical knowledge in practical aspect.

My Company mentor Mr. Vikas Sharma has given me the project to

manage the relationship with the existing distributors, updating all the
necessary information to them & to empanel new distributors with Reliance
Mutual Fund in SOUTH DELHI. I started this project by understanding the
concept & technicalities of Mutual Fund. Analysis of SOUTH DELHI market
through Primary & Secondary data helped me for further strategy. I have
collected the secondary data of different ratios, portfolios, volatility
measures, NAVs performance & returns of all the leading AMCs from the
net and other source to make my analysis more effective. For the analysis
of services’ & overall quality of Reliance AMC with other leading AMCs, I
collected the Primary Data through Questionnaire. It helped me a lot to
complete my project on time. Interaction with IFAs (Individual Financial
Adviser) also helped me to understand more the concept & technicalities of
mutual funds & also, compare our AMC with other AMCs because these are
the persons who have enough knowledge about the investment market and
investor behaviour.

The Final Report includes, the analysis of the whole data (primary and
Secondary) by putting in Graphical Mode. This analysis might be a Value
Addition to RELIANCE Mutual Fund to make a strategy for particular Area

Executive Summary

The project involves a study of mutual fund industry and evaluating and
suggesting measures to improve the services provided by the
Representatives of Reliance Mutual fund to the retail distributors and also to
identify the strong as well as the weak points so that an appropriate sales
pitch could be developed. The sales pitch highlighted features like Reliance
being the pioneer in terms of AUM, its huge distributor base, returns being
independent of the market ups and downs, etc. Calls were made to all the
different channel distributors (Retail) across all tiers from company‘s
database and appointments were sought. Thereafter a brief questionnaire
was filled up by them regarding their and consumer’s perception about
reliance since they get the direct interaction with investors.

The second part of the project is to study & analyze the comparison of beta,
volatility measures, portfolios and returns of different large Cap, mid cap &
small cap funds because every distributors ask about the different ratios &
beta (risk factor) of Reliance. So I have to provide all the necessary
information to them so as to manage the relationship with them.

A lot of interaction has been done with the distributors about the products
and services of Reliance. A comparative analysis is also done of Reliance
Mutual Fund with other AMC’s in order to find the market position of the
company with respect to services provided by it. It was found that there are
many issues on which the company needs to improve, which are
elaborated in further parts of the report.


Objective of the project

As the title of the project suggests, the objective of the project is to find
out the satisfaction level of Distributors with respect to the services &
overall quality provided by the AMC.

The following are the sub objectives of the project:

• Understanding the attitude and behaviour of the distributors

towards Reliance Mutual Fund.
• Find out there preference parameters for selling a particular fund.
• Understanding the competition for the service provided by
different mutual fund companies.
• Finding out ways and means to improve on the services by
Reliance Mutual Fund.
• Understanding the different ratios & portfolios so as to tell the
distributors about these terms, by this, managing the relationship
with the distributors.

What are mutual funds?

A mutual fund is a common pool of money invested in a portfolio of

securities towards a stated objective. It is a joint or a mutual ownership of
funds and thus belong to all the investors.

Advantages of Mutual Funds:

 Professional management:

Even if an investor has a big amount of capital available to him, he
benefits from the professional management skills brought in by the
fund in the management of investor’s portfolio. The investment
management skills along with the needed research into available
investment options ensure a much better return than what an
investor can manage on his own.

 Diversification of Risk:

An investor in a mutual fund acquires a diversified portfolio, no

matter how small his investment. Diversification reduces risk of loss,
as compared to investing directly in one or two shares or debentures
or other instruments. When an investor invests directly, all the risk of
potential loss is his own. A fund investor also reduces his risk in
another way. While investing in pool of funds with other investors,
any loss on one or two securities is also shared with other investors.
This risk reduction is one of the most important benefits of a
collective investment vehicle like mutual fund

 Reduction of Transaction Cost:

A direct investor bears all the cost of investing such as brokerage

and custody of security. When going through a fund, he has the
benefits of economies of scale; the funds pay a lesser costs because
of larger volumes, benefits passed on to its investors.

 Convenience and Flexibility- Mutual fund management

companies offer many investor services that a direct market investor
cannot get. Investors can easily transfer their holdings from one
scheme to the other; get updated market information, and so on.

 Liquidity- Often, investors hold shares or bonds they cannot

directly, easily and quickly sell. Investment in mutual funds, on the
other hand, is more liquid. An investor can liquidate the investment,
by selling the units to the fund if open-end, or selling them in the
market if the fund is close-end, and collect funds at the end of each
period specified by the mutual fund or the stock market.

 Regulation- Securities Exchange Board of India (“SEBI”), the

mutual funds regulator has clearly defined rules, which govern
mutual funds. These rules relate to the formation, administration and
management of mutual funds and also prescribe disclosure and

accounting requirements. Such a high level of regulation seeks to
protect the interest of investors.

Disadvantages of Mutual Funds:

 Professional Management:

Many investors debate over whether or not the so-called

professionals are any better than you or I at picking stocks.
Management is by no means infallible, and, even if the fund loses
money, the manager still takes his/her cut.

 Costs:

Mutual funds don't exist solely to make your life easier--all funds are
in it for a profit. The mutual fund industry is masterful at burying costs
under layers of jargon. These costs are so complicated that in this
tutorial we have devoted an entire section to the subject.

 Dilution:

It's possible to have too much diversification. Because funds have

small holdings in so many different companies, high returns from a
few investments often don't make much difference on the overall
return. Dilution is also the result of a successful fund getting too big.
When money pours into funds that have had strong success, the
manager often has trouble finding a good investment for all the new

 Taxes

When making decisions about your money, fund managers don't

consider your personal tax situation. For example, when a fund
manager sells a security, a capital-gain tax is triggered, which affects
how profitable the individual is from the sale. It might have been
more advantageous for the individual to defer the capital gains

Mutual funds classifications:

There are wide variety of Mutual Fund schemes that cater to investor
needs, whatever the age, financial position, risk tolerance and return
expectations. The mutual fund schemes can be classified according to both
their investment objective (like income, growth, tax saving) as well as the
number of units (if these are unlimited then the fund is an open-ended one
while if there are limited units then the fund is close-ended).

Open-ended schemes

These funds are sold at the NAV based prices, generally calculated on
every business day. These schemes have unlimited capitalization, open-
ended schemes do not have a fixed maturity - i.e. there is no cap on the
amount you can buy from the fund and the unit capital can keep growing.
These funds are not generally listed on any exchange.

Open-ended funds are bringing in a revival of the mutual fund industry

owing to increased liquidity, transparency and performance in the new
open-ended funds promoted by the private sector and foreign players.
Open-ended funds score over close-ended ones on several counts. Some
of these are listed below:

a) Any time exit option: The issuing company directly takes the
responsibility of providing an entry and an exit. This provides ready liquidity
to the investors and avoids reliance on transfer deeds, signature
verifications and bad deliveries.

b) Tax advantage: Though Budget 2004 proposals envisage a tax rate of

20.91% (Corporate investors) and 13.06875% (Non-Corporate investors)
on dividend distribution made by the Debt funds, the funds continue to
remain attractive investment vehicles. In equity plans there is no distribution

c) Any time entry option: An open-ended fund allows one to enter the fund
at any time and even to invest at regular intervals (a systematic investment

Close ended schemes

Schemes that have a stipulated maturity period, limited capitalization and

the units are listed on the stock exchange are called close-ended schemes.

These schemes have historically seen a lot of subscription. This popularity

is estimated to be on account of firstly, public sector mutual funds having
floated a lot of close-ended income schemes with guaranteed returns and
secondly easy liquidity on account of listing on the stock exchanges.

Classification according to investment objectives:

Mutual funds have specific investment objectives such as growth of capital,

safety of principal, current income or tax-exempt income. In general mutual
funds fall into three general categories:

• Equity Funds invest in shares or equity of companies.

• Fixed-Income funds invest in government or corporate securities that
offer fixed rates of return.
• Balanced Funds invest in a combination of both stocks and bonds.

i) Growth Funds

These funds seek to provide growth of capital with secondary emphasis on

dividend. They invest in shares with a potential for growth and capital
appreciation. Because they invest in well-established companies where the
company itself and the industry in which it operates are thought to have
good long-term growth potential, growth funds provide low current income.
Growth funds generally incur higher risks than income funds in an effort to
secure more pronounced growth.

These funds may invest in a broad range of industries or concentrate on

one or more industry sectors. Growth funds are suitable for investors who

can afford to assume the risk of potential loss in value of their investment in
the hope of achieving substantial and rapid gains.

They are not suitable for investors who must conserve their principal or who
must maximize current income.

ii) Growth and Income Funds

Growth and income funds seek long-term growth of capital as well as

current income. The investment strategies used to reach these goals vary
among funds. Some invest in a dual portfolio consisting of growth stocks
and income stocks, or a combination of growth stocks, stocks paying high
dividends, preferred stocks, convertible securities or fixed-income securities
such as corporate bonds and money market instruments. Others may invest
in growth stocks and earn current income by selling covered call options on
their portfolio stocks.

Growth and income funds have low to moderate stability of principal and
moderate potential for current income and growth. They are suitable for
investors who can assume some risk to achieve growth of capital but who
also want to maintain a moderate level of current income.

iii) Fixed-Income Funds

The goal of fixed income funds is to provide current income consistent with
the preservation of capital.

These funds invest in corporate bonds or government-backed mortgage

securities that have a fixed rate of return. Within the fixed-income category,
funds vary greatly in their stability of principal and in their dividend yields.
High-yield funds, which seek to maximize yield by investing in lower-rated
bonds of longer maturities, entail less stability of principal than fixed-income
funds that invest in higher-rated but lower-yielding securities.

Some fixed-income funds seek to minimize risk by investing exclusively in

securities whose timely payment of interest and principal is backed by the
full faith and credit of the Indian Government. Fixed-income funds are
suitable for investors who want to maximize current income and who can
assume a degree of capital risk in order to do so.

iv) Balanced Funds

The Balanced fund aims to provide both growth and income. These funds
invest in both shares and fixed income securities in the proportion indicated
in their offer documents. These funds are ideal for investors who are
looking for a combination of income and moderate growth.

v) Money Market Funds/Liquid Funds

For the cautious investor, these funds provide a very high stability of
principal while seeking a moderate to high current income. They invest in
highly liquid, virtually risk-free, short-term debt securities of agencies of the
Indian Government, banks and corporations and Treasury Bills. Because of
their short-term investments, money market mutual funds are able to keep
a virtually constant unit price; only the yield fluctuates.

Therefore, they are an attractive alternative to bank accounts. With yields

that are generally competitive with - and usually higher than -- yields on
bank savings account, they offer several advantages. Money can be
withdrawn any time without penalty. Although not insured, money market
funds invest only in highly liquid, short-term, top-rated money market

Money market funds are suitable for investors who want high stability of
principal and current income with immediate liquidity.

vi) Specialty/Sector Funds

These funds invest in securities of a specific industry or sector of the

economy such as health care, technology, leisure, utilities or precious
metals. The funds enable investors to diversify holdings among many
companies within an industry, a more conservative approach than investing
directly in one particular company.

Sector funds offer the opportunity for sharp capital gains in cases where the
fund's industry is "in favor" but also entail the risk of capital losses when the
industry is out of favor. While sector funds restrict holdings to a particular
industry, other specialty funds such as index funds give investors a broadly
diversified portfolio and attempt to mirror the performance of various market

Index funds generally buy shares in all the companies composing the BSE
Sensex or NSE Nifty or other broad stock market indices. They are not
suitable for investors who must conserve their principal or maximize current


Thus, different mutual fund schemes are exposed to different levels of risk
and investors should know the level of risks associated with these schemes
before investing. The graphical representation hereunder provides a clearer
picture of the relationship between mutual funds and levels of risk
associated with these funds:

Structure of Mutual Funds in India:
• Mutual funds in India act as a Unit Trust.
• The structure is required to be followed by mutual funds in India as
per SEBI Regulations, 1996.
• It is constituted in the form of a Public Trust created under the Indian
trust act, 1882.
• The Trustees hold the unit holders money in a fiduciary capacity i.e.
the money belong to the unit holders and is entrusted to the fund for
the purpose of investment.
• The Trustees do not manage the portfolio of securities directly, for
this specialist function they appoint the Asset Management
• The trust is executed through a document called a trust deed that is
executed by the fund sponsor in favour of the trustees.
• The Trust deed is required to be stamped as registered under the
provisions of the Indian Registration Act and registered with SEBI.
• The role of the Asset Management Company is to act as the
investment manager of the Trust and must have a net worth of at
least Rs. 10 crores.


Sponsor is the person who acting alone or in combination with another

body corporate establishes a mutual fund. Sponsor must contribute
atleast 40% of the networth of the Investment Managed and meet the
eligibility criteria prescribed under the Securities and Exchange Board of
India (Mutual Funds) Regulations, 1996.The Sponsor is not responsible
or liable for any loss or shortfall resulting from the operation of the
Schemes beyond the initial contribution made by it towards setting up of
the Mutual Fund.


The Mutual Fund is constituted as a trust in accordance with the

provisions of the Indian Trusts Act, 1882 by the Sponsor. The trust
deed is registered under the Indian Registration Act, 1908.


Trustee is usually a company (corporate body) or a Board of Trustees
(body of individuals). The main responsibility of the Trustee is to
safeguard the interest of the unit holders and inter alia ensure that the
AMC functions in the interest of investors and in accordance with the
Securities and Exchange Board of India (Mutual Funds) Regulations,
1996, the provisions of the Trust Deed and the Offer Documents of the
respective Schemes. Atleast 2/3rd directors of the Trustee are
independent directors who are not associated with the Sponsor in any

Asset Management Company:

The AMC is appointed by the Trustee as the Investment Manager of the

Mutual Fund. The AMC is required to be approved by the Securities and
Exchange Board of India (SEBI) to act as an asset management
company of the Mutual Fund. Atleast 50% of the directors of the AMC
are independent directors who are not associated with the Sponsor in
any manner. The AMC must have a networth of atleast 10 crore at all

Registrar and transfer agent:

The AMC if so authorised by the Trust Deed appoints the Registrar and
Transfer Agent to the Mutual Fund. The Registrar processes the
application form, redemption requests and dispatches account
statements to the unit holders. The Registrar and Transfer agent also
handles communications with investors and updates investor records.

Some other related terminologies:


The bank or trust company that maintains a mutual fund’s assets,

including its portfolio of securities or some record of them. Provides safe
keeping of securities but has no role in portfolio management.

Distributors and agents:

Sell units on behalf of funds and are generally appointed by the AMC.


The total amount of money invested in a scheme by all the investors.

Entry/Exit load :

Entry load is the load on purchase or switch-out of units

Exit load is load on redemptions Dividend switch out of units.


A mutual fund is a common investment vehicle where the assets of the

fund belong directly to the investors. Investors’ subscriptions are
accounted for by the fund not as liabilities or deposits but as Unit
Capital. On the other hand, the investments made on behalf of the
investors are reflected on the assets side and are the main constituent
of the balance sheet. There are, however, liabilities of a strictly short-
term nature that may be part of the balance sheet. The fund’s Net
Assets are therefore defined as the assets minus the liabilities. As there
are many investors in a fund, it is common practice for mutual funds to
compute the share of each investor on the basis of the value of Net
Assets Per Share/Unit, commonly known as the Net Asset Value (NAV).

The following are the regulatory requirements and accounting definitions

laid down by SEBI.

For the purpose of the NAV calculation, the day on which NAV is calculated
by a fund is known as the valuation date.
A fund’s NAV is affected by four sets of factors:
• Purchase and sale of investment securities
• Valuation of all investment securities held
• Other assets and liabilities, and
• Units sold or redeemed

Measuring mutual fund performance


PURPOSE: If an investor wants to compute the Return on Investment

between two dates, he can simply use the Per Unit Net Asset Value at the
beginning and the end periods, and calculate the change in the value of the
NAV between the two dates in absolute and percentage terms.


For NAV change in absolute terms:

(NAV at the end of the period) – (NAV at the beginning of the period)

For NAV Change in percentage terms:

(Absolute change in NAV/NAV at the beginning) * 100

If period covered is less/more than one year: for annualized NAV change:
{[(Absolute change in NAV/NAV at the beginning)/months covered]*12} 100
Example: Thus, if a fund’s NAV was Rs.20 at the beginning of the year and
Rs.22 at the end of the year, the absolute change was Rs.2 (22-20) and
percentage change was + 10% (22-20/20*100). Now, let us assume that an
investor purchases a unit in an open-end fund at Rs.20, and its NAV after
16 months is Rs.22, the annualized NAV change is: 7.5%: ({[22-20]/20}

History of Mutual Fund Industry

The mutual fund industry in India started in 1963 with the formation of Unit
Trust of India, at the initiative of the Government of India and Reserve Bank
the. The history of mutual funds in India can be broadly divided into four
distinct phases.

First Phase – 1964-87

• Unit Trust of India (UTI) was established on 1963 by an Act of
Parliament, set up by the Reserve Bank of India.

• The first scheme launched by UTI was Unit Scheme 1964.
• At the end of 1988 UTI had Rs.6,700 crores of assets under

Second Phase – 1987-1993 (Entry of Public Sector Funds)

• 1987,entry of non- UTI, public sector mutual funds set up by public
sector banks and Life Insurance Corporation of India (LIC) and
General Insurance Corporation of India (GIC).
• LIC established its mutual fund in June 1989 while GIC had set up its
mutual fund in December 1990.

At the end of 1993, the mutual fund industry had assets under management
of Rs.47, 004 crores.

Third Phase – 1993-2003 (Entry of Private Sector Funds)

• 1993 - Entry of private sector funds.

• Also, first Mutual Fund Regulations came into being, under which all
mutual funds, except UTI were to be registered and governed.
• The 1993 SEBI (Mutual Fund) Regulations were substituted by a
more comprehensive and revised Mutual Fund Regulations in 1996.
• As at the end of January 2003, there were 33 mutual funds with total
assets of Rs. 1,21,805 crores.
• The Unit Trust of India with Rs.44,541 crores of assets under
management was way ahead of other mutual funds.

Fourth Phase – since February 2003

• In February 2003, following the repeal of the Unit Trust of India Act
1963 UTI was bifurcated into two separate entities. One is the
Specified Undertaking of the Unit Trust of India with assets under
management of Rs.29,835 crores as at the end of January 2003
• The second is the UTI Mutual Fund Ltd, sponsored by SBI, PNB,
BOB and LIC. It is registered with SEBI and functions under the
Mutual Fund Regulations.
• As at the end of September, 2004, there were 29 funds, which
manage assets of Rs.153108 crores under 421 schemes.

Reliance Mutual Fund - Company Profile

Companies Vision:

Reliance Capital Asset Management Ltd. has a vision of being a leading
player in the Mutual Fund business and has achieved significant
success and visibility in the market.

Growth and visibility is adhered to Good Conduct in the marketplace. At

Reliance Capital Asset Management Ltd., the implementation and
observance of ethical processes and policies has helped them to stand
up to the scrutiny of the domestic and international investors.


The management at Reliance Capital Asset Management Ltd. is

committed to good Corporate Governance, which includes transparency
and timely dissemination of information to its investors and unit holders.
The Reliance Capital Asset Management Limited Board is a professional
body, including well-experienced and knowledgeable Independent
Directors. Regular Audit Committee meetings are conducted to review
the operations and performance of the company.


Reliance Capital Asset Management Ltd. has a preset code of conduct

for all its officers. It has a clearly defined prohibition on insider trading
policy and regulations. The management believes in the principles of
propriety and utmost care is taken while handling public money, making
proper and adequate disclosures.
Reliance Capital Asset Management Ltd. gives top priority to compliance
in true letter and spirit, fully understanding its fiduciary responsibilities.

The Sponsors

Reliance Capital Limited.

Reliance Mutual Fund

Reliance Mutual Fund (RMF) has been established as a trust under the
Indian Trusts Act, 1882 with Reliance Capital Limited (RCL), as the
Settlor/Sponsor and Reliance Capital Trustee Co. Limited (RCTCL), as
the Trustee.
RMF has been registered with the Securities & Exchange Board of India
(SEBI) vide registration number MF/022/95/1 dated June 30, 1995. The
name of Reliance Capital Mutual Fund has been changed to Reliance
Mutual Fund effective 11th. March 2004 vide SEBI's letter no.
IMD/PSP/4958/2004 date 11th. March 2004. Reliance Mutual Fund was
formed to launch various schemes under which units are issued to the
Public with a view to contribute to the capital market and to provide
investors the opportunities to make investments in diversified securities.

The main objectives of the Trust are:

• To carry on the activity of a Mutual Fund as may be permitted at law

and formulate and devise various collective Schemes of savings and
investments for people in India and abroad and also ensure liquidity
of investments for the Unit holders;
• To deploy Funds thus raised so as to help the Unit holders earn
reasonable returns on their savings and
• To take such steps as may be necessary from time to time to realise
the effects without any limitation.


The Trustee has appointed Deutsche Bank, AG located at Kodak

House, Ground Floor, 222 Dr. D.N.Road, Mumbai-400 001, as the
Custodian of the securities that are bought and sold under the

The Registrar

Reliance Capital Asset Management Limited has appointed M/s.

Karvy Computershare Pvt. Limited to act as the Registrar and
Transfer Agent to the Schemes of Reliance Mutual Fund. M/s. Karvy
Computershare Pvt. Limited (KCL)


Reliance Capital Trustee Co. Limited

Organizational Hierarchy

Literature Review

“ Mutual funds are as much about marketing as investing in the 1990’s,

which is why the hoary cliché” Mutual funds are sold, not bought” is as
true as ever. As Glorianne Stromberg once told Canadian Business
magazine, the fund business may have started out in the portfolio
management business, but “somewhere along the line, the marketers
got hold of it, and the advisory function has been almost superseded by
the sales function.”
-Jonathan Chevreau, the Wealthy Boomer

Successful fund marketing creates value for Fund companies, dealers and
unit holders so that each is satisfied. The definition goes much deeper than
simply "selling something to somebody". Fund marketeers must understand
both the "Needs & Wants" side of the equation and the "Product, Ideas, &
Services" side of the equation. Not only must marketing fully understand
both sides of the equation, but it must also effectively communicate the
details of each in order to successfully bridge the gap between the two.
Every facet of modern marketing has been effectively employed to
dramatically grow the Indian mutual fund industry.


Marketing is the process of planning and executing the conception, pricing,

promotion, communication and distribution of ideas, goods, and services to
create exchanges that satisfy individual and organizational goals. Through
marketing, individuals and groups create and exchange products and
services with others in order to create value or satisfy wants and needs.


From this definition, it should be clear that successful fund marketing

creates value for Fund companies, dealers and unit holders so that each is
satisfied. The definition goes much deeper than simply "selling something
to somebody". Fund marketers must understand both the "Needs & Wants"
side of the equation and the "Product, Ideas, & Services" side of the
equation. Not only must marketing fully understand both sides of the
equation, but it must also effectively communicate the details of each in
order to successfully bridge the gap between the two. Every facet of
modern marketing has been effectively employed to dramatically grow the
Indian mutual fund industry.

The fund industry has established an exceptional sales support

infrastructure. Fund specialists and fund companies, bank branch
subsidiaries and discount brokers are ready to provide answers
telephonically to your fund questions all day long. Telephone etiquette is as
good as it gets. Web sites have been established with educational material,
guides, charting functions, fund profiles, fees and historical returns in
abundance. Descriptive brochures, newsletters and tax guides are readily
available to help with your purchase decision. Getting information about a
fund for the managers is becoming easier. The business press routinely
provides loads of information on which to base informative articles. One can

often dial in on the conference calls managers hold regularly with sales

It has a multi-channel distribution system which is broad-based and

responsive to general queries or orders by mail, phone, in person or e-mail.
The sales service infrastructure is an integral, well-oiled part of the
marketing initiative.

The essence of professional selling today is building and maintaining of

high quality relationships, based on establishing a high level of trust and
credibility with the customer. Your job is to create and keep a customer
indefinitely. You keep your customer by continually investing in maintaining
the quality of your relationships. You should approach your clients as
consultants and not as vendors and help them achieve their financial goals.

The Selling Process

Selling Models

Old model New Model

As mentioned earlier, apart from the existing players like Reliance, Franklin
Templeton, Fidelity, Prudential ICICI etc. more and more players like Bharti
AXA, JP Morgan, AIG etc. are entering the mutual fund industry and this
has given rise to increased competition among the players. To sustain this
cut throat competition, the fund houses are developing new marketing
strategies and revamping the existing strategies. Thus, the marketing in
mutual funds have assumed an important role like never before. The

marketing strategies that can help the fund houses to hold the market share

1. Product Innovation
2. Devise innovative channels of delivery, i.e., different distribution
channels and models.
3. Build brand awareness strong enough to “pull” the investors towards


Of late, the marketers have realized the importance of marketing in mutual

funds and have come up with product innovation in the category of mutual
funds as well. With the marketing mantra – “Customer is the king”, the
mutual fund houses understand the importance of innovating need based
products. Different segments have different expectations like long term
growth, regular income, tax benefits etc. New products are aimed at
satisfying one or more objectives. Indian mutual funds have seen many
products launched to cater the ever increasing need of the investors.
Product innovation in mutual funds is one of the discernable trends that
have the potential to change the face of Indian mutual fund industry.

The asset management companies are shifting from old plain vanilla
schemes towards differentiating themselves by providing innovative options
to the investors.

For instance:

Apart from the plain vanilla schemes, fund houses are offering SECTOR
FUNDS, in order to capitalize on the success of sectors like Banking,
Power, Media & Entertainment, pharmaceuticals etc.

Also keeping in mind the different type of risk taking propensity among the
investors, fund houses have come up with BALANCED/ HYBRID FUNDS to
cater effectively to their investors.


In the U.S.A, mutual funds are sold through five principal distribution

1. Direct Channel

2. Retirement Plan Channel

3. Advice Channel

4. Institutional Channel

5. Supermarket Channel

 The first four channels primarily serve individual investors. In the

direct channel, investors carry out transactions directly with mutual

 In the advice, retirement plan, and supermarket channels,

individual investors use third parties or intermediaries that conduct
transactions with mutual funds on their behalf. Third parties also
provide services to fund investors on behalf of mutual funds. The
most important feature of the advice channel is the provision of
investment advice and ongoing assistance to fund investors by
financial advisers at full-service securities firms, banks, insurance
agencies, and financial planning firms. Advisers are compensated
through sales loads or from asset-based fees.

 The retirement plan channel primarily consists of employer-

sponsored defined contribution plans in which employers provide
mutual funds and other investments for purchase by plan participants
through payroll deductions.

 The supermarket channel is made up of discount brokers that offer

mutual funds from a large number of fund sponsors. Many of the
fund offerings are subject to no transaction charges or sales loads.
Businesses, financial institutions, endowments, foundations, and
other institutional investors use the institutional channel to conduct
transactions either directly with mutual funds or through third parties.

Having looked at the distribution channels in the U.S.A we should

understand that there is a growing need for a strong distribution network
and models for the mutual fund industry in India as well, to serve the huge
untapped market in the country. The intensifying competition and the need

to attain economies of scale are forcing industry players to increase their
reach in non-metro cities and small towns, where the potential is high, but,
penetration is low. This is resulting in fund houses exploring innovative
distribution channels.

In India, mutual funds are sold through four principal channels viz.:

1. Independent Financial Advisors (IFAs)

2. Direct channel

3. National Distributors channel

4. Banks

However, in Reliance, the distribution channels are slightly different. The

flow chart for the distribution channels for Reliance is as follows:



Independent Alternate Corporate

Financial Channels Channels

o The National Distributors consists of all the private banks like

Standard Chartered Bank, American Express Bank, Deutsche bank

to name a few and other investment consultants like Karvy
securities, Bajaj Capital etc.

o The Independent Financial Advisors are the ones who are eligible
to sell financial products individually to the retail investors after they
have obtained AMFI certification.

o The Alternate Channels consists of all the PSUs like State Bank of
India, Oriental bank of Commerce, Unit Trust of India bank among

o The Corporate Channels are targeted to the corporate clients.

It is very imperative for the fund houses to develop a proper distribution

network in order to reach out to the investors effectively.


Brand name in mutual funds highlights the inherent benefits and investment
objectives and ensures investor loyalty. Brand name and identity is an
important marketing aspect because it facilitates product identification at
the market place.

However, product identification coupled with BRAND AWARENESS will

lead to the true success of the brand and the company. High brand
awareness leads to high levels of usage and preference. With keen
competition today, mutual fund brands need to work harder on the quality of
awareness to drive consideration. Creating media noise is just not enough
to secure strong brand equity. Indian investors are more sophisticated than
ever and are looking at overall comfort levels with the fund houses.

To achieve this, the fund house should be able to carve a niche for itself in
the mind of the customers by making them aware about their products. A
significant amount of brand awareness in the minds of the investors/
customers creates a PULL for the products when the customers walk in and
ask for the product by themselves, instead of a third party pushing it for
the company.

Strategies for selling & creating brand awareness:

1. Know your product
Before you start selling Mutual funds you need to understand the scheme
you are selling. You should not only focus on the specific features of the
scheme but focus also on the specific financial goals of the prospect and
show how the scheme enables him to get what he really wants. You should
keep yourself updated on the track record of the scheme as well as the
overall performance of the mutual fund.

Thus before recommending an investment you should know:

• The strength of the Asset Management Company and sponsors of

Mutual Fund.
• The various choices/plans available and their advantages
• The nature of the scheme
• The potential of returns and the risk associated with it
• Tax benefits
• Operational details.

2. Know Your Clients

Clients are different. Their financial needs and choice of investment vary
depending upon their age, earning capacity, family commitments and ability
to take on risks. Some broad types of clients are given below:

• Young and accumulating: Typically under 40, seeking to build

capital for a long-term goal such as buying a house, children's
education or a family wedding. These clients may take higher risks
for higher returns.
• Middle-aged with family commitments: Typically between 40 and
60, in their prime earning years and with family commitments that
require large, periodic expenditures. They may be willing to sacrifice
a higher return for a stable investment and lower risks.
• Retired: Typically over 60, seeking income to meet their regular
expenses and are primarily concerned with safety of their principal.
• Institutions and high net worth individuals: Corporate, banks,
trusts and wealthy investors, who seek an appropriate combination
of tax efficient growth and income depending upon their return
expectations and risk taking ability.

3. Prioritize Your Clients

To make the most of your time, you must identify the clients with whom you
can establish a good business relationship. There are three types of clients

- respective, potential and independent minded. The receptive clients are
those who will work with you to develop a financial plan, have the discipline
to invest regularly and believe in the merits of professional financial

The potential client is one who wishes to become a successful investor, but
does not have the discipline or patience to do so. If you work closely with
these investors, they could join the ranks of your good receptive clients.
The independent minded are those who do not use financial intermediaries
and prefer investing directly. Such clients need to be cultivated over time.

4. Understand Your Clients' Needs

For you are to be able to recommend a sound financial plan to your clients,
you must understand their needs and priorities. Find out your client's:

• Investment Objectives: Try to establish what your clients' real

needs are. "I need more money" is not a real need or goal. On the
other hand, something specific like "I need money to send my kids to
college" or "I need money to retire" is a real need or goal. You must
probe your clients so that their real needs come out.
• Risk tolerance: Are they willing to take higher risks in anticipation of
higher returns or would they prefer to play it safe and accept lesser
• Return expectations: What kind of returns would they like from their
investment, how long are they willing to wait and in what do they
want it i.e. capital appreciation or regular income.
• Cash flow requirements: How much liquidity they want and when
do they want it.
• Tax benefits: Are your clients looking for any specific tax benefits on
their investments. How important are tax concessions in choosing
their investments?

5. Help Them Choose Their Investments

Having understood your client's profile and needs, you now have to advise
them on where to invest. It might be a selection of only Mutual Funds or a
combination of Mutual Funds and other investments.

6. Encourage Regular Investment

Advise your clients to invest early and stick to a regular investment plan.
This will help them to make more money because the power of

compounding enables your clients to earn income on income and their
money to multiply at compounded rates.

7. Commit Them to Invest

The best plans and the best choice of investments are of little use unless
your clients act upon them and invest. Ensure that your clients give you the
commitment for their investment. Be ready with application forms and other
documents and if necessary, help them to complete the paperwork and
bank the cheques.

8. Provide Personalized After Sales Service

One of the most important responsibilities of a professional agent is to

provide prompt, efficient and courteous service. You can build up lasting
relationships by providing your clients personalized services such as:

o Making periodic calls to see if they need any help with their
o Getting in touch if there is a great deal of fluctuation in market
prices which may be of concern to them;
o Assessing any change in their personal circumstances which
may call for a review of the financial plan recommended by
o Informing them of new schemes and products that could be
useful to them;
o Following up with the Mutual Fund if your clients have
experienced a service related problem with their investments.

Stay in touch with your clients on a regular basis. You will not only get more
business from them, but you can also earn the business of their friends and
relatives by getting positive

The use of advertising is slick and broad-based. Television, radio,

newspapers, magazines, bill- boards and even security gate arms at airport
parking locations promote fund investment. Colorful innovative brochures
are distributed by mail at bank branches and advisor offices. The message
is clear and consistent-Buy and Buy more. Fund companies quickly learned
the folly of marketing just one or two funds, hence the vast variety of funds
available. The danger for the fund companies is that if performance goes in
the tank than investors exit the funds pulling out tens of millions of dollars.
Better to offer many varied funds so that if a few turn cold the others are still
cooking and at least some performing ones can be prominently advertised
in newspapers.

Mutual fund industry has seen a high rate of growth due to exceptional
marketing. Over 80 mutual fund companies employs 60,000 salespersons
and employs thousands more portfolio managers, administrators, analysts
and marketing personnel. Brokers gain substantial transaction business
from the funds. Auditors trust firms and advertising agencies make a good
living off the funds. Guides, books, newsletters, public speakers, fund
gurus, specialist software firms, rating companies and advisors also cash
in. The media love to write about the fund industry and their advertising
departments gladly receive the lucrative ad revenues. During RRSP
season, television advertising becomes so pervasive that one cartoon
observed, “The RRSP ads are periodically interrupted by hockey games”.

There are in fact very few organizations or people sufficiently objective to

illuminate the disadvantages and shortcomings of mutual funds. Even
regulators have moved slowly and cautiously to deal with this powerful and
influential industry.

The marketing departments of fund companies have rightfully earned a

growing share of the “management fee”-in some cases marketing budgets
are actually greater than the budgets for portfolio management.

The greatest challenge is to get more retail participation in funds.

Tremendous efforts have been made in this direction. About 250 mutual
fund outlets, including branches, franchisees and collection centers, were
opened across the country in the last two years. Today, in metros and non-
metros, there are more than 1,000 outlets to provide services to investors.
60 to 65 per cent of net assets still belong to institutional investors. But
even the rest is no mean figure.

Mutual Funds are still not the most preferred investment vehicle in the
country. In our country, people want to buy only sacred assets. Unless this
mindset changes, it will be difficult to get investors interested in mutual
funds. Government securities and post-office investments offer 8 per cent
assured returns, while banks offer 6 per cent. So, competition is very high.
Only sustained efforts by a trained and qualified distributor class can bring

AMFI has taken the initiative in training an army of distributors. Today, we

have about 30,000 registered distributors. About 700 to 800 people are
taking the test and getting registered every month. Around 100-odd investor
awareness programmes are being conducted each month. From August to
June this year, 1,600 programmes have been conducted across 600

locations by different fund companies. Thanks to foreign banks distributing
funds, there is a band of new investors today. More than 50 banks are
active distributors. A lot of churning has been happening because of new
fund launches wherein distributors are paid substantially higher

SWOT Analysis

A scan of the external and internal environment is an important part of the

strategic planning process. Environmental factors internal to the firm usually
can be classified as strengths(s) or weaknesses (w), and those external to
the firm can be classified as opportunities (o) or threats (t).
Such an analysis of the strategic environment is referred to as swot

The SWOT Analysis provides information that is helpful in matching the

firm’s resources and capabilities to the competitive environment in which it
operates. The following diagram shows how a SWOT analysis fits into an
environmental scan:

Internal External

Build on strengths Exploit opportunities

Revolve weaknesses Avoid threats

Hence, This SWOT Analysis identifies our company's:

Strengths - to build on

Weaknesses - to cover

Opportunities - to capture

Threats - to defend against

In the initial phase of this project we conducted interviews and distributor’s

surveys by making the telephonic calls and meeting up the relationship
managers at various banks to gather the relevant data. By receiving input
from the respective relationship managers and distributors we are able to
understand Reliance Mutual Fund’s strength and weaknesses and to an

extent the customer perception about RMF as well. This allowed us to form
recommendations that are listed at the end of this project.


1. Company’s Brand Name:

Well run companies have a well known name and reputation and this
is the most powerful strength of the RMF as well. It’s the company
brand name which is giving a hit to other market players when it
comes to competing in the market whether it be in terms of coming
up with new schemes or tapping the market opportunities.

Also RMF being a “domestic” brand plays a significant role as the

distributors find it easy to pitch the Reliance products to customers.

2. Funds performances:

One of the most important reasons for RMF’s popularity is the return
that its schemes have given i.e. the fund performance of RMF. The
continuous dividend that the company keeps declaring is one of the
most attractive elements of the RMF schemes. The flagship products
of RMF i.e. Reliance Vision and Reliance Growth both have given
returns of approximately more than 50% since its inception. Both the
schemes have declared dividends on a regular basis. Also some of
the schemes have been awarded for their best performances.

 Reliance banking fund growth plan bagged the best fund award for
three year return in the equity banking segment
 Reliance Growth Fund was named as best equity funds in three year
as well as five year return categories
 Reliance Income fund growth plan was selected as best fund for five-
year returns in the bond Indian rupee category
 Reliance Gilt securities fund was awarded as the best three-year
return fund in the bond India rupee-government segment
(According to globally acclaimed fund tracking firm Lipper Inc.)

3. Strong channel partner network:

Reliance Mutual Fund is one of the few mutual funds to pioneer retail
investing in the country by reaching out to investors and distributors
in over 115 cities through branches and representatives across India.
Also the company has 1500+ distributors in Delhi region itself. Hence
the company’s strong distribution network is playing a great role in
making reliance reaching out to maximum number of investors.

4. Highly trustable:

Any RMF scheme that is launched in the market does well because
of the trust that RMF enjoys as a fund house. It is the most trusted
mutual fund brand in the country according to a survey conducted by
AC Nielsen ORG Marg.

5. Very Innovative:

The fund house is considered to be very innovative by the

distributors. E.g. the Equity Fund NFO that was launched in the
February 2006 by RMF was unique as it came with a unique feature
of investing in futures and options. This scheme invests in the top
100 large cap companies of the country and in futures and options of
69 companies. The fund created history by collecting Rs.5700 crore
from over 9.29 lakh applications.

6. Aggressive:

The fund house is considered to be very aggressive in following

 New products

 Marketing and distribution

 Service

There are two ways in which a fund house can increase its market
share. First, is by increasing the market share in the entire pie (which
every fund house does). And second, is by increasing the radius or
circumference of that pie. RMF believes in the second option. RMF

has continuously increased the number of investors especially from
retail segment. It has been instrumental in converting the FD
investors into first time mutual fund investors. And this happened due
to Fixed Maturity Plan launched by RMF. FMP(s) contributed app.
Rs. 18000 crore in the total AUM of Rs.46307 crores. And this
amount was mobilized majorly through RMF’s focus on retail

7. Efficient Service Centers

The service centers opened by Reliance Mutual Fund have proved to
be very efficient especially during NFOs. The bankers face a lot of
concerns regarding replenishment of application forms and also their
submission during NFOs. So the service centers, which are
strategically located in commercially viable places, have proved to be
of great help.

8. Strong customer base:

Reliance has the largest customer base of around 67 lakhs and it is
the highest among all the AMCs.


1. Services:

Services provided to the bankers and retailers are the biggest area
of concern. The services provided to distributors such as complaints
solving, query handling and statements delivery have to be improved
upon. The distributors surveyed complain about the queries at times
are not followed up properly and the biggest concern is the delivery
of accounts statements.

• Lack of awareness among investors and agents about the fund.

• Weak support systems, when needed at the time of crisis company

representatives should assure the investors and the bankers.

• Personal attention not given to customers queries.


1. Educational institutions:

The educational institutions turn out to be a great opportunity for
RMF in terms of obtaining large number investors and the amount of
investments as well. These provide the potential for Reliance Salary
Advantage product as the employees (teachers, office staff etc) can
be tapped for the same. In addition to the employees their also lies
another category i.e. of students of the graduation and the post
graduation colleges who start earning either along with their studies
or shortly after the completion of their degrees or courses. Also when
studied the business model of these institutions it is learnt that the
revenue inflows are mainly in the month of April May June July which
is generally the lean period for rest of the industry and hence can be
tapped at the beginning of the year.

2. Small and medium enterprises:

Another segment which can be tapped is of the SME’s. With a

contribution of 40% to the country's industrial output and 35% to
direct exports, the SME sector has achieved significant milestones
for the industrial development of India. As discussed with mutual
fund industry experts it was found that only 10% of this sector invests
in mutual funds and rest 90% still remains as an open untapped
market. So along with the existing markets their lies an opportunity to
expand the base and capture this new market as in the future
outlook these current SME segments are expected to turn into big
corporate with the current boom in the economy. So it is essential to
catch them young in their initial growth life cycle as they can turnout
to be future large corpus client.

As it is known that only 10% of the SME’s are invested in MF’s so

there lies a need to create the awareness for the same and creating
awareness through: (Mass Marketing) such as broadcasting Ads with
special focus on SME’s, sponsoring events like ICICI CNBC SME
awards & giving presentations on cash flow management with
mutual funds, giving ads in SME column in ET, participating in trade
fairs and meeting corporate personally there, giving presentation in
industrial area association meetings.

3. Households:

Delhi has around 35 residential locations having huge potential and
can be tapped through average 4000 houses in each location. And
there lies again the efforts to create the awareness for the same.
This can be done through contacting various RWA’S and conducting
group presentations to inform them about the products and the
benefits they stand to gain from it. Another method can be stationing
of canopies and placing a representative there to inform them about
the products and not actually sell but to get leads and spread
awareness about the product. Also getting a few local residents to
become IFAs first and help them to conduct the presentation or

4. International fund

Investing internationally opens up a huge market which is otherwise

left untapped. India’s market at present constitute only 5% of the
world’s stock market. Several other fund houses have invested in
international market like Franklin Templeton and Fidelity International
Opportunities fund. Moreover fund houses are now permitted by RBI
to invest in ADR/GDR.


1. Increased competition:

Increased competition in the industry in terms of more upcoming

schemes and better existing performances of mutual fund schemes
of other AMC’s is the threat posed to RMF. As per the distributors
HDFC, Franklin Templeton and SBI mutual fund schemes are giving
tough competition to Reliance.

2. Services:

As the services provided by reliance fall short of the distributors

expectations, hence the improved services provided by competitors
sooner will be proving as a threat to the company and as per the
market view Franklin Templeton and Fidelity are considered ahead of

3. Recent volatility in stock market:

There is a strong relationship between volatility and market

performance. Volatilty tends to decline as the stock market rises and
increases as the stock market falls. When volatility increases, risk
increases and returns decrease. The market is so volatile these days
that no one is able to predict the market. Hence, this has become a
big threat for the AMCs.

4. More redemption due to volatile market risks:

Due to the volatility in the market, customers have a fear in their

mind of losing money, so more redemptions of the applications are
taking place.

How expensive is mutual fund investment?

The first and last question on the minds of the investors is `what returns has
the fund given?' What goes into the expenses? Is it possible for the fund
house to lower the expenses?'

However, it pays to be aware of what the fund is charging investors. How

much of the expense adds discernible value to the investment (in terms of a
fund management fee), how much goes into pampering greedy mutual fund
agents/distributors and banks by way of exorbitantly high commissions that
add little value to the investor but add a lot of value to the distributor's bank

First it's important to understand the structure of a mutual fund before one
begins to appreciate how expenses are charged. While there are several
entities involved in a mutual fund, like the Sponsors, Board of Trustees,
Asset Management Company (AMC eg. HDFC Standard Life Asset
Management Co. Pvt. Ltd.) And the mutual fund scheme (eg. HDFC Equity
Fund), the last two are the most important elements in the context of our
discussion. The AMC launches mutual fund schemes. The AMC and the
mutual fund are two distinct entities. They have distinct revenue streams
and expenses.

AMC's recurring expenses

Expense % of weekly net assets

Fund mangement fees 1.25%
Marketing/Selling Exp. 0.80%
Audit Fees 0.15%
Registrar Fees 0.12%
Trustee Fees 0.11%
Custodian Fees 0.07%
Total Recurring Exp. 2.50%
(The Recurring Expenses Table has been sourced from the Offer
Document of an existing AMC)

As is evident from the table, the expenses of the AMC typically comprise of
fund management expenses, marketing fees and audit fees among other
expenses. Investors must note that these are expenses the fund incurs on
a recurring basis (annually) to operate the mutual fund. This is over and
above the entry/exit load which is a one-time fee. The entry load is usually a
distribution expense that the AMC passes on to your mutual fund agent.
Then there are expenses a fund incurs at the time of the NFO (New Fund
Offer), which are distinct from the recurring expenses in the table above.
The NFO expenses are one-time in nature, with a ceiling of 6% (of net
assets), and as per SEBI (Securities and Exchange Board of India)
guidelines are to be amortized over 5 years.

The fund management expenses are very important for the AMC. It is the
AMC's only revenue stream. It is the fund management expense from which
the AMC declares a profit after accounting for all expenses like salaries for
its employees (which include fund managers and analysts among others),
rent and administration expenses.

Equity funds can and do charge as high as 1.25% (of net assets) as fund
management fee to the mutual fund. Long term debt funds are also
mandated to charge a maximum of 1.25% (of net assets), but rarely do so.
scope to charge the entire 1.25% fund management charge to the fund. So
with most debt funds, the 1.25% fund management charge is a lot lower.
The percentage varies across funds, but it's below 1.00% in most cases.

This also explains why AMCs prefer to own a larger share of equity assets
than debt assets. Equity assets draw a much larger fund management fee,
which has a direct impact on the AMC's profitability. That tells investors a lot
about the mad rush to launch equity NFOs (new fund offers) that has been
on display for quite some time now.

As per existing guidelines, these expenses are to be amortized over a

period of 5 years. These expenses form part of the recurring expense
ceiling on equity funds (2.50%) and debt funds (2.25%). So AMCs cannot
amortize the NFO expenses over and above the recurring expense limit.

As investors would have gathered, it's a matter of choice for the AMC
whether its wishes to beef up its own profitability or lower costs for the
mutual fund. Since uncompromising investors have their eye on NAV
returns and not on the AMC's net profit, it seems like an easy decision for
AMCs how they must allocate expenses. However, as we have seen, it's
not always that obvious. AMCs can cut the fund management charges on
equity funds (from the maximum of 1.25%), but rarely do so. They prefer to
do that only with debt funds because the environment demands such cost-

That is why investors must get a lot more aware and question AMCs on why
they charge such high expenses when they can very well cut down on them
to add to the investors' returns. Investors in developed markets like the US
for instance, have already driven AMCs into getting cost conscious and
making them impose rigid ceilings on several charges, including fund
management charges. It's time for the domestic mutual fund investor to
take his cue from his US counterpart.

Methodology and Findings


The project consisted of visiting different distributors in South Delhi region

were chosen for the survey. The reason for choosing these particular areas
were that South Delhi has a lot of potential for investors. It consisted of
three stages:

Stage 1: Gathering data from the company and plan schedule to meet the
Stage 2: Collecting data by survey method, on the basis of questionnaires.
Stage 3: Analyzing and interpreting the primary data collected.

Research design:

It is a framework or blueprint for conducting the marketing research project.

The research design used here is Descriptive Research Design which is
used for description of something. Here it is used to describe the
characteristics of Relationship Managers and Financial Planning Managers
with respect to the services expected from Reliance Mutual Fund.
For this purpose Primary Data was collected through
• Personal Interviews and Questionnaires filled by the Distributors.
• Questionnaires filled through e-mails.
• Inputs from the employees of the company.

It also consists of Secondary Data analysis through:

• Internet and Web Search.
• Fact Sheets and annexure collected from different Mutual Fund
• Details of distributors from the Relationship Managers of Reliance
Mutual Fund.

Data collection – Survey method

The survey method of collecting data is based on the questioning of

respondents. They are asked variety of questions regarding their behavior,
intentions, attitude, awareness and motivations. In structured data
collection, a formal questionnaire is prepared thus the process is direct.
The questionnaire designed for this project consists of questions based on

various parameters which a relationship manager would consider before
selling a mutual fund. Each question is based on different variables like
investment decisions, selling decisions, company policies, servicing issues


Scaling techniques:
Scaling is a process creating a continuum on which measured objects are
For this project the following scaling techniques were used:

1) Ordinal scale:
A ranking scale in which numbers are assigned to the objects to indicate
the relative extent to which some characteristic is possessed. Thus it is
possible to know whether an object has more of a characteristic than some
other object. Examples are quality ranking, service characteristics ranking

2) Rank order scaling:

A comparative scaling technique in which respondents are presented with
several objects simultaneously and asked to order or rank them according
to some criterion. For example respondents may be asked to rank brands
of toothpaste according to overall preference.


The information needed for the research project can be best collected
through questionnaire method as the information is more clearly defined
and it would clearly address all the components of the problem.

The questionnaire designed here is based on parameters like:

1. Investment decision
2. Comparison of characteristics of Reliance Mutual Fund with other
mutual funds.
3. Basis of promoting Reliance Mutual Fund.
4. Basis for promoting other mutual funds as compared to RMF.
5. Performance indicators taken into account before advising any
investment option.
6. Kind of services expected from Reliance Mutual Fund like the
frequency of visits, mode of contacting the Relationship managers
Personal interviews:

For this purpose personal interviews were taken along with filling the
questionnaire to get detailed information for other products prevailing in the
market. Thus varied questions were also asked verbally along with the
written questionnaire to find out how do services of other mutual fund
companies are different or better than services of Reliance Mutual Fund.

Questions like:
1. What are the frequencies of visiting of relationship managers of other
2. In what ways do you find other mutual fund companies better than
3. What complaints do you have from RMF?
4. Do you get sufficient inputs based on knowledge about various funds
from RMF?
5. Are there any servicing issues like account statements for investors,
unavailability of forms, fact sheets etc?
6. Any suggestions for RMF
Questions were asked from the respondents to get the real picture of what
is expected out of Reliance Mutual Fund in order to improve its services.


Sample size:
• The sample size of 50 distributors of retail channel is taken.
• 28 were personally interviewed and questionnaires were filled and 22
questionnaires were filled through e-mails.

Analysis and Findings:

On the basis of the responses given in the questionnaire by the

respondents the following analysis can be done:

1. The overall response of the customers about the Reliance Mutual Fund
is very satisfied and more than 50% of the distributors are selling

Reliance Mutual Fund because of the credibility of RMF among the
a) 26 out of 50 distributors have experienced that the overall
quality of RMF is very satisfied among customers, which is
more than 50%.
b) About 38% prefer that the overall quality is satisfied.
c) About 6% distributors said that the customers are neutral
about RMF.
d) About 4% of the distributors said that customers are
dissatisfied and very dissatisfied.

By this graph, We can see that the overall quality of RMF is very satisfied
among the customers. This can be due to the following reasons:
• Greater Distribution Channels.
• Employees knowledge about the products
• Responsiveness of the employees in resolving queries.
• Individualized attention/personalized services.
• Greater Return with less risk.
• Goodwill of the company.

2. The service & Operation part of RMF is very good & about 60% of the
distributors are very happy with the services part of RMF.
a) About 60% of the distributors told that the services & operation
part of RMF is very good.
b) About 32% of the distributors told that the overall services of RMF
is good.
c) 6% of the distributors told that the services of RMF is on average.
d) About 2% of the distributors are not happy with RMF regarding
their services & Operation part.

By this graph, We can see that the Overall services & operations part of
RMF is very good and mostly all the distributors are very happy with this.
• To improve the services of Reliance mutual fund the distributors
expect the representatives to meet them regularly and update them
with new facts and figures.
• The frequency of visits expected from the representatives of
Reliance Mutual fund is one of the important criteria which is
considered by the distributors as a characteristic of good services.

3. Almost 94% of the Distributors are getting enough materials for the
promotional purposes and about 6% of the distributors are disagree with
the promotional part of RMF. This can be shown in the graph as shown:

For the promotion purpose, the servicing like availability of format forms and
fact sheets etc should be provided to the distributors in time. Just 6% of the
distributors were disappointed by the promotional activities, most of them
are tier-3 distributors.

4. The most & the important part of any business is the relationship
between the seller & the buyer. So, I categorized the strongness of the
relationship between the Relationship Manager & the Distributors.
(a) About 74% of the distributors have a very strong relationship with the
Relationship Manager.
(b) About 16% of the distributors have a strong relationship with RM of
(c) About 8% of the distributors have average kind of relationship with
(d) Only 2% of the distributors are not happy with the relationship with

By the above graph, I have analyzed that the overall Relationship of the
Relationship Manager of Nehru Place Branch is very Strong. There are
some reasons behind this as follows:
(a) Frequent Calling to all the distributors
(b) Communication & updation with the E-mails as well as calls.
(c) Frequent meetings with the distributors.
(d) Interactive sessions with the distributors time to time. E.g. we have
done sessions on ‘Current Market Scenario and Asset Allocation’ &
‘Time Management’.
(e) Updation of New Products e.g NFOs, FMPs, Liquid Funds etc.&
Dividends via calling, SMSs, E-mails.
(f) Faster response to the queries of the distributors like brokerages,
materials for promotions.
(g) Frequently sending the stationary materials to the distributors for the
promotional purposes.

I have also analyzed that the relationship of the distributors & Relationship
Manager is not good only in case of the distributors who lies in the Tier-3
categories. So, the concentration should be taken place on the Tier-3

How company got benefit by my project:

 There should be the concentration & timing not only on the Tier-1 &
Tier-2 distributors but also, Relationship Managers also have to
concentrate on Tier-3 distributors. For this purpose, I personally
handling Tier-3 distributors, I regularly meet them, updating the
information about the new products by calling them and resolved all
their queries. If there are any complaints, I use to solve that problem.
If any distributor wants to do any activities like canopy etc., then I
take permission for this from Relationship Manager and allow them
for the activities. At Nutshell I want to say, I am working as the
Relationship Manager of the Tier-3 distributors and new empanelled
distributors. That was actually needed because earlier there was
very less concentration & timing on the Tier-3 distributors because
‘These small drops (business given by Tier-3 distributors) will make
Reliance Mutual Fund that biggest ocean that no one can compete’.

 I have analyzed that the number of employees working in Karvy

(Registrar) are not up to the mark in comparison to the work load
given by Reliance Mutual Fund. This is the main reason why the
customers are not getting the account statements in time and lots of
mistakes in the data entry are there. For avoiding this reason, we are
providing the software of karvy to every distributor. For this purpose,
whenever I use to meet the distributors, I give the guidelines of
operating this software. By this, any distributor can provide the
Account statement at their own. This also increases the business of
retail channel because of good services provided by the distributors.

 Because of Karvy end, so many distributors have their complaints of

not getting the brokerage. For this reason, I use to handle the CRM
software, in which, I use to enter the complaint against the brokerage
part. By this way, I use to resolve the complaint of brokerage. By this,
I maintained a good relationship with all the distributors because the
main and the important part of any broker is the brokerage.

 Fixed Maturity Plans are open only for 3-5 days. In this small period
of time, most of the distributors even don’t know whether any FMP is
coming or not. For this reason, I use to call each & every distributors
and mail them about the FMP because in case of any AMC, the most

of the business comes from the FMP & Liquid Funds. That increases
the AUM of the company in easy way, hence increases the liquidity.

 Some distributors don’t know about the liquid fund, some don’t know
about the debt funds etc. So, there should be a time to time training
given about all the products. For this purpose, I called and gathered
5-6 distributors at a time and gave the understanding about these
products. I exercised this practice for 7 times means I gave the
thorough knowledge of the products of Reliance Mutual Fund to
about 40 distributors.(Mostly Tier-3 Distributors, because they need
this kind of presentations).

 The proper training & product knowledge should be given to the

selling persons appointed by the NDs (National Distributors). For this
purpose, I use to visit the NDs office and give the training to these
selling persons and tell them the ‘Art and Science’ of selling &
pushing the product to the customers. I always use to tell them that

 There should be a time to time activity like canopy, Training

programs, presentations by the Relationship Managers for the
distributors so as to maintain the good relationship between them.
For this Purpose, I arranged the canopies for some distributors and
done this activity of sitting in canopy and resolve all the queries
asked by the customers passed away these canopies. I also
arranged ‘Time Management Training’ for our distributors. That
provided a great interaction with them.

 There is a saying that ‘For the expansion of any business, there

should be a good customer base.’ In the case of retail channel, our
business partners are the distributors/IFAs/NDs/Agents. So, There
should a great number of distributors working for Reliance Mutual
Fund (Empanelled under RMF). For this purpose, I empanelled
about 40 distributors under South Delhi Area only. By this way, I
expanded a lot of business of Reliance Mutual fund.

 The relationship Manager should have the idea of the competitive

AMCs products’ strength & weakness so that we can take edge over
others by defeating them by their weaknesses and our strengths’ and
also, there should be a proper comparative analysis & Financial
analysis with other AMCs so as to become the market leader. For
this purpose, I have analyzed the comparative analysis & Financial
analysis with our competitors. This is described in the next part of the

Comparison of Reliance Mutual Fund with Other


The distributors have a large variety of products to offer to the prospective

investors. But the catch here is a large no of companies offering similar
products to the investors. Thus there are large numbers of mutual fund
products flooding the market. So, there should be some factors, which will
compare Reliance schemes with other AMCs. These comparative factors

1. Sharpe Ratio:

While an investor seeks to generate high returns the question arises, how
high? Though the sky can be the limit, usually one asks for returns, which
are higher than those, which we are normally accustomed to. These are
returns from risk-less instruments like treasury bills, government securities
or bank savings deposits. So the aim of investing seems to be to generate
returns in excess of the risk free return.

At the same times high returns are generally associated with a high degree
of volatility. The Investors accept this volatility only because they want
higher returns. The Sharpe ratio represents this tradeoff between risk and
returns. At the same time it also factors in the desire to generate returns,
which are higher than those from risk free returns.

Mathematically, the Sharpe ratio is the returns generated over the risk free
rate, per unit of risk. Risk in this case is taken to be the fund's standard
deviation. As standard deviation represents the total risk experienced by a
fund, the Sharpe ratio reflects the returns generated by undertaking all
possible risks.

Sharpe Ratio:

A higher Sharpe ratio is therefore better as it represents a higher return

generated per unit of risk. However, while looking at Sharpe ratio a few
points have to be kept in mind to obtain an accurate reading of the fund's

• Firstly, being a ratio, the Sharpe measure is a pure number. In

isolation it has no meaning. It can only be used as a comparative
tool. Thus the Sharpe ratio should be used to compare the
performance of a number of funds.

• Alternatively one can compare the Sharpe ratio of a fund with that of
its benchmark index. If the only information available is that the
Sharpe ratio of a fund is 1.2, no meaningful inference can be drawn
as nothing is known about the peer group performance.

• The Sharpe ratio uses standard deviation as it's risk component, a

low standard deviation can unduly influence results. Thus a fund with
low returns but with a relatively mild standard deviation can end up
with a high Sharpe ratio. Such a fund will have a very tranquil
portfolio and not generate high returns.

For an investor who puts in all his/her money in a single fund,

Sharpe ratio is a useful measure of risk-adjusted return. This is
because standard deviation measures total risk and this is the case
with a single portfolio.

The Sharpe ratio tells us whether a portfolio's returns are due to

smart investment decisions or a result of excess risk. This
measurement is very useful because although one portfolio or fund
can reap higher returns than its peers, it is only a good investment if
those higher returns do not come with too much additional risk. The

greater a portfolio's Sharpe ratio, the better its risk-adjusted
performance has been.

2. Beta:

A measure of the volatility, or systematic risk, of a security or a

portfolio in comparison to the market as a whole. A beta of 1
indicates that the security's price will move with the market. A beta of
less than 1 means that the security will be less volatile than the
market. A beta of greater than 1 indicates that the security's price will
be more volatile than the market. For example, if a stock's beta is
1.2, it's theoretically 20% more volatile than the market.

Calculating BETA

BETA is ascertained mathematically by finding the covariance of the

returns of the scrip to those of the market and then dividing it by the
variance of the market return. As a market professional one is aware
of his / her investment objectives and how much risk he/she can
assume and can best decide whether to use weekly, monthly or daily
pricing information in BETA calculation.

For this study, Historical data for benchmark indices-BSE 200,

NIFTY, CNX 500, SENSEX and NAV performance of each of the
funds have been collected.

BETA (β) = Covariance (portfolio’s NAV, market Index)

Variance (market Index)

3. Alpha:

The basic idea is that to analyze the performance of an investment

manager you must look not only at the overall return of a portfolio,
but also at the risk of that portfolio. For example, if there are two
mutual funds that both have a 12% return, a rational investor will
want the fund that is less risky. Jensen's measure is one of the ways
to help determine if a portfolio is earning the proper return for its level
of risk. If the value is positive, then the portfolio is earning excess
returns. In other words, a positive value for Jensen's alpha means a

fund manager has "beat the market" with his or her stock picking

4. R-Squared:

R-squared values range from 0 to 1. An R-squared of 1 means that

all movements of a security are completely explained by movements
in the index. A high R-squared (between 0.85 and 1) indicates the
fund's performance patterns have been in line with the index. A fund
with a low R-squared (0.70 or less) doesn't act much like the index.

5. Standard Deviation:

In the core of the fund analysis activity lie the twin pursuits of judging
returns and risk. Stripped of a lot of the complexity, this task involves
determining a fund's average performance over a period of time.

Standard Deviation gives a quality rating of an average. The

Standard Deviation of an average is the amount by which the
numbers that go into an average deviate from that average. It tells us
how closely an average represents the underlying numbers.

• If the individual monthly performances are very different from the

average, then that fund is risky, delivering high returns in some
months and poor returns in others. If they are mostly similar, then the
fund is a low risk one, with about the same returns month after

• A high Standard Deviation may be a measure of volatility, but it does
not necessarily mean that such a fund is worse than one with a low
Standard Deviation. If the first fund is a much higher performer than
the second one, the deviation will not matter much.

6. P/B ratio:

A ratio used to compare a stock's market value to its book value. It is

calculated by dividing the current closing price of the stock by the
latest quarter's book value per share. A lower P/B ratio could mean
that the stock is undervalued. However, it could also mean that
something is fundamentally wrong with the company.

7. P/E Ratio:

A valuation ratio of a company's current share price compared to its

per-share earnings.

Calculated as:

Comparison of Large Cap funds of different AMCs:

I have analyzed the large Cap funds of Reliance, ICICI, HDFC, Tata AMCs.
The following are given the funds which invest their corpus in large cap
 Reliance Vision Fund

 ICICI Pru-G Fund

 HDFC Equity-G

 Tata Pure Equity-G Fund

The following are given the comparison of these four funds according to some

Reliance ICICI HDFC Tata

R-Squared 0.84 0.93 0.91 0.90
Beta 0.92 0.93 0.88 0.92
Alpha 3 1.75 4.81 3.18
Mean 32.45 31.54 33.43 32.80
Standard 25.51 24.60 23.65 24.87
Sharpe Ratio 1.08 1.08 1.20 1.12
Benchmark BSE-100 S & P CNX S & P CNX- Sensex
Nifty 500
Investment 5.54 5.22 5.07 6.28
P/B Ratio
Investment 34.04 28.25 31.18 36.94
P/E Ratio
% of Equity 94.69 93.01 95.72 90.33
% of Debt 00.00 0.62 1.78 0.45
% of Others 5.31 6.37 2.5 9.22
Type Open Ended Open Ended Open-Ended Open-Ended
Fund Equity- Equity- Equity- Equity-
Category Diversified Diversified Diversified Diversified
Entry Load 2.25% upto 2.25% upto 5 2.25% upto 5 2.25% upto 1
2crores & crores crores crore
1.5% from 2
to 5 crores
Exit Load 1%, if 1%, if Nil 1% , if
redemption redemption in redemption
before 1 year between 0 & between 0 &
180 days, 180 days upto
0.5%, if 1 crore
redemption in
between 180
& 365 days
upto 5 crores
Analysis & Findings:

The comparison is given on the basis of some factors as follows:

1. On the Basis of R-squared:

The movements of a ICICI pru-G Fund is mostly explained by
movements in the index followed by HDFC Equity Fund, Tata Pure
Equity Fund, Reliance Vision Fund. Hence high R-squared value of
ICICI Pru-G Fund indicates the fund's performance patterns have
been in line with the index.

0.94 0.93
0.92 0.91
0.86 0.84 R-Squared
Reliance ICICI HDFC Tata

2. On the basis of Beta:

The volatility of all the funds are less volatile than that of the market
because the beta of all the funds is less than 1.

0.94 0.93
0.93 0.92 0.92
0.89 0.88
Reliance ICICI HDFC Tata

3. On the Basis of Alpha:

HDFC Equity-G Fund is taking higher risk and earning higher returns
followed by Tata, Reliance, ICICI AMCs.

4 3.18
3 Alpha
Reliance ICICI HDFC Tata

4. On the basis of Standard Deviation:

The portfolio of Reliance Vision fund comprises of the volatile stocks

hence the volatility in their returns is higher than other AMCs
because it has the higher standard deviation.

26 25.51
25 24.6
Standard Deviation
24 23.65
Reliance ICICI HDFC Tata

5. On the Basis of Sharpe ratio:

Same as Alpha, It is also showing the risk adjusted performance, so

HDFC has the higher risk taking capacity and higher returns means it
has the highest risk taking capacity than other AMCs.


1.15 1.12
Sharpe Ratio
1.1 1.08 1.08


Reliance ICICI HDFC Tata

6. On the Basis of P/E Ratio:

The stocks in the portfolio ICICI Pru-G Fund are earning highest with
less risk than that of other AMCs and the stocks in the portfolio of
Tata Pure-Equity Fund is earning least with the same risk.

40 36.94
35 31.18
20 P/ERatio
Reliance ICICI HDFC Tata

Comparison of Mid Cap funds of different AMCs:
I have analyzed the large Cap funds of Reliance, ICICI, HDFC, Tata AMCs.
The following are given the funds which invest their corpus in mid cap
 Reliance Growth Fund

 ICICI Pru Discovery Fund

 HDFC LT Advantage Fund

 Tata Contra-G Fund

The following are given comparison of these four funds according to some factors:

Reliance ICICI HDFC Tata

R-Squared 0.73 0.62 0.69 0.90
Beta 0.92 0.87 0.71 0.92
Alpha 8.85 -1.35 2.08 3.18
Mean 38.48 26.78 26.04 32.80
Standard 27.59 28.16 21.83 24.87
Sharpe Ratio 1.21 0.77 0.96 1.12
Benchmark BSE-100 S & P CNX S & P CNX- Sensex
Nifty 500
Investment P/B 5.14 2.25 6.85 4.66
Investment P/E 38.28 17.74 28.03 23.90
% of Equity 84.41 96.90 94.75 98.67
% of Debt 00.00 1.31 0.00 0.72
% of Others 15.59 1.79 5.25 0.61
Type Open Open Ended Open-Ended
Ended Ended
Fund Category Equity- Equity- Equity-Tax Equity-
Diversified Diversified Planning Diversified
Entry Load 2.25% 2.25% upto 5 2.25% upto 5 2.25% upto
upto crores crores 1 crore
2crores &
1.5% from
2 to 5

Exit Load 1%, if 1%, if Nil 1% , if
redemptio redemption in redemption
n before 1 between 0 & between 0 &
year 180 days, 0.5%, 180 days
if redemption in upto 1 crore
between 180 &
365 days upto 5
Analysis & Findings:

The comparison is given on the basis of some factors as follows:

1. On the basis of R-Squared:

The movements of a Tata Contra Fund is mostly explained by

movements in the index followed by Reliance Growth Fund, HDFC
LT Advantage Fund, ICICI Pru-Discovery Fund. Hence high R-
squared value of Tata Contra Fund indicates the fund's performance
patterns have been in line with the index.

1 0.9

0.8 0.73 0.69



Reliance ICICI HDFC Tata

2. On the Basis of Beta:

The volatility of all the funds are less volatile than that of the market
because the beta of all the funds is less than 1. The volatility is very
less in case of HDFC LT Advantage.

1 0.92 0.92
0.8 0.71



Reliance ICICI HDFC Tata

3. On the Basis of Alpha:

Reliance Growth Fund is taking higher risk and earning higher

returns. But in Case of ICICI Pru Discovery fund is not even able to
cover their return as according to their risk as the value of ICICI pru-
discovery fund is negative.

10 8.85

4 3.18 Alpha

Reliance ICICI HDFC Tata
-2 -1.35

4. On the basis of Standard Deviation:

The portfolio of ICICI Pru Discovery fund comprises of the volatile

stocks hence the volatility in their returns is higher than other AMCs
because it has the higher standard deviation.

30 27.59 28.16
25 21.83
Reliance ICICI HDFC Tata

5. On the Basis of Sharpe ratio:

Same as Alpha, It is also showing the risk adjusted performance, so

Reliance growth Fund has the higher risk taking capacity and higher
returns means it has the highest risk taking capacity than other

1.2 1.12
Sharpe Ratio
Reliance ICICI HDFC Tata

6. On the Basis of P/E Ratio:

The stocks in the portfolio ICICI Pru-Discovery Fund are earning

highest with less risk than that of other AMCs and the stocks in the
portfolio of Reliance Growth Fund is earning least with the same risk.

30 23.9
17.74 P/ERatio
Reliance ICICI HDFC Tata

Comparison of Sector Allocations among the AMCs:

1. Reliance Vision Fund:

By the above pie chart, It is shown that the Fund manager of
Reliance Vision Fund is mostly dependent on the companies which
comprises of financial sectors means maximum corpus has been
invested into financial services companies. By the above graph, it is
also shown that total corpus has been divided somewhat equally
among all the sectors, there is not much fluctuation in the
investments among the sectors hence by this we can say that the
diversification of the total corpus is managed equally among all the
chosen sectors.

2. ICICI Pru Growth-G Fund:

By the above pie chart, It is shown that the Fund manager of ICICI
Pru Growth-G Fund is mostly dependent on the energy sectors
companies means maximum corpus has been invested into energy
sectors companies. By the above graph, it is also shown that there is
a fluctuation in the investments among the sectors e.g. we can see
that about 22.97% of the corpus has been invested into energy

sectors and only 1.46% of the corpus has been invested into
consumer Non-durables.

3. HDFC Equity-G Fund:

By the above pie chart, It is shown that the Fund manager of HDFC
Equity-G Fund is mostly dependent on the companies which
comprises of financial sectors means maximum corpus has been
invested into financial services companies. By the above graph, it is
also shown that total corpus has been divided somewhat equally
among all the sectors, there is not much fluctuation in the
investments among the sectors hence by this we can say that the
diversification of the total corpus is managed equally among all the
chosen sectors.

4. Tata Pure Equity-G Fund:

By the above pie chart, It is shown that the Fund manager of Tata
Pure Equity-G fund is mostly dependent on the companies which
comprises of financial sectors means maximum corpus has been
invested into financial services companies. By the above graph, it is
also shown that there is a fluctuation in the investments among the
sectors e.g. we can see that about 16.93% of the corpus has been
invested into financial sectors and only 0.79% of the corpus has
been invested into consumer durables.

Comparison of Sector Allocations among the AMCs:

1. Reliance Growth Fund:

By the above pie chart, It is shown that the Fund manager of

Reliance Growth Fund is mostly dependent on the energy sectors
companies means maximum corpus has been invested into energy
sectors companies. By the above graph, it is also shown that total
corpus has been divided somewhat equally among all the sectors,
there is not much fluctuation in the investments among the sectors
hence by this we can say that the diversification of the total corpus is
managed equally among all the chosen sectors.

2. ICICI Pru Discovery Fund:

By the above pie chart, It is shown that the Fund manager of ICICI
Pru Discovery Fund is mostly dependent on the companies which
comprises of consumer durables means maximum corpus has been
invested into consumer durables sectors companies. By the above
graph, it is also shown that total corpus has been divided somewhat
equally among all the sectors, there is not much fluctuation in the
investments among the sectors hence by this we can say that the
diversification of the total corpus is managed equally among all the
chosen sectors.

3. HDFC LT Advantage Fund:

By the above pie chart, It is shown that the Fund manager of HDFC
LT Advantage fund is mostly dependent on the companies which
comprises of Basic/Engineering sectors means maximum corpus has
been invested into Basic/Engineering companies. By the above
graph, it is also shown that there is a fluctuation in the investments
among the sectors e.g. we can see that about 19.22% of the corpus
has been invested into Basic/Engineering sectors and only 1.99% of
the corpus has been invested into Textiles sectors.

4. Tata Contra-G Fund:

By the above pie chart, It is shown that the Fund manager of Tata
contra-G fund is mostly dependent on the companies which
comprises of services sectors means maximum corpus has been
invested into services companies. By the above graph, it is also
shown that there is a fluctuation in the investments among the
sectors e.g. we can see that about 21.93% of the corpus has been
invested into services sectors and only 0.83% of the corpus has
been invested into Consumer Durables sectors.

Recommendations and Suggestions:

 There should be given more time & concentration on the Tier-3


 The resolution of the queries should be fast enough to satisfy the


 Time to time presentation/training classes about the products should

be there.

 There should be more number of Relationship Managers in Delhi

Region because one RM can handle a maximum of 125 distributors
efficiently and also to cover untapped market.

 Regular activities like canopy should be done so as to get more

interaction with the distributors.

 Regular session should be organised on the handling of the karvy’s

software so as to resolve the account statement problem.

 All the persons who have cleared the AMFI exam should be
empanelled with Reliance Mutual Fund so as to be largest distributor

 Should have to provide more advertisements, canopies in the

shopping mall, main markets because no. of people visiting these
places are mostly of service classes and they have to save tax,
hence there is more opportunity of getting more no. of applications.


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