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Why invest?
If you were to open a book on economics and look up the word “investing”, chances
are that you would find the following definition: “Investing is building up to meet
future consumption demands with the intention of making surpluses or profits, as
they are popularly known.”
And after reading it, the last trace of your eagerness to invest is likely to evaporate.
While the life expectancy of the average human being has increased, we are
productive only between the ages of 30 and 60 years. Hence the short time span
that we are able to earn money needs to provide for our future when we may not be
capable of earning.
Everything being the same, we could keep away a part of our earnings every year
(save) that will come in handy when we will not be able to earn. However inflation
destroys the value of what we save. A sum of Rs10,000 saved this year will not have
the same purchasing power ten years down the line. Hence we need to preserve the
purchasing power of what we save.
The only way to hedge inflation is to invest in shares, debentures, bonds, gold or real
estate, to earn returns from these assets that compensate for the decline in our
purchasing power.
What is a share?
There’s another way you as a shareholder can make money. If your company does
well, then its shares listed on the stock market become more valuable and the stock
price appreciates. On the other hand, the company might perform badly. Then not
only do you not get dividends but the stock price also declines. Hence investing in
shares is a risky proposition.
When you invest in shares, you can expect certain returns based on the
fundamentals of a business. However you have no control over it. What you have
control over is managing risks associated with it.
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CHAPTER - 1
INDIAN SECURITIES MARKET
1.1 Introduction
1.2 History
1957 – The BSE and eight other stock exchanges registered under the
Securities Trading Contract Act.
1982 – The BSE classifies scripts into Group A for carry forward, and Group B
for cash transactions.
1986 – The BSE 30-share Sensitivity Index (a.k.a. the Sensex) compiled;
updated every two minutes.
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1992 – Ordinance promulgated for granting statutory powers to the SEBI. The
Over-The-Counter Exchange Of India begins operations. The National Stock
Exchange incorporated. The new 9,000-sq. ft ring in the rotunda of the new
annexe to Jeejeebhoy Towers inaugurated.
1994 – The NSE’s debt segment begins operations on June 30; and the
capital market segment begins on-line script less trading on November 3.
1995 – The BSE computerizes its trading operations, signaling the end of 120
years of floor-trading with open out-cry system of share-trading and the
beginning of screen-based trading on the BSE.
1996 – NSE 50 index launched April 22. NSDL set up as the first depository in
India, and the NSE commences trading in dematerialized securities on
December 26.
2000 – The SEBI approves the report on Net trading brought out by the SEBI
committee on Net based trading and services. Pursuant to the circular, stock
exchanges are required to give permission to members to start Net-based
trading after ensuring fulfillment of the minimum conditions. The NSE is the
first exchange to grant provisional permission to Cochin-based Geojit
Securities to commence Net-based trading.
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Remember the time when you left orders with your broker in the morning
and received a confirmation fax late in the evening?
You wondered whether you had acquired the shares at the best possible
price for the day. Today, the picture is different. Imagine a scenario where you log
on to your account, get the live quotes of scripts you are interested in, get
advise from experts and research reports on your investment choice and then just
click the mouse to place your order, pay the amount due (which automatically
gets debited into your account with the on line brokerage firm), get your account
statement, and the delivery of your shares into your Demat account. All this
through just one click of a mouse. Seems like a dream? But with online trading this
has become a reality. A few seconds later, you get the confirmation on your screen.
And after the trade settlement, your bank and DP accounts will reflect the changes
accordingly.
So, finally the changing trend is known as E-trading which really means
Buying and selling securities via the Internet or other electronic means such as
wireless access, touch-tone telephones, and other new technologies with online
trading. In most cases customers access a brokerage firm's Web Site through their
regular Internet Service Provider. Once there, customers may consult information
provided on the Web Site and log into their accounts to place orders and monitor
account activity"
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CHAPTER - 2
Important Terms
2.1 Depository
What is a Depository?
Your money may be held in the form of liquid cash at your home or may be
deposited in a bank. The bank holds your funds in the electronic form and
subsequently debits or credits the account. Depending on your issuance of cheques
or deposit of cheques. The advantages of safety and convenience of dealing with a
Bank overweigh the reasons for holding liquid cash in your home. Your financial
assets such as Equity Shares may be compared to the above example. You may
hold physical share certificates in your home and be exposed to the various risks of
lack of safety, mutilation, loss etc. Alternatively, person may deposit your shares in
an organization called a Depository, which holds your shares in the electronic form.
The advantages of the Depository System can be further compared with physical
shares as below:
The risk of loss, mutilation is common for physical certificates and completely
removed in electronic shares. Handling of a large number of physical certificates is
ended in the Depository mode. In the electronic segment, there are no bad delivers
as in physical segment. There is no stamp duty payable in electronic shares
compared to the duty of 0.50% in the physical segment while transferring ownership.
In loans against shares, banks usually charge a lower interest rate and margin
money than in the physical share certificates. Settlements in the Stock Exchanges
have commenced in the electronic segment and have proven to be far more efficient
and convenient compared to physical shares.
You cannot deal with the Depository directly. However, if person have any
unresolved grievances against your DP, person can make a complaint to the
Depository at the below mentioned address.
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What are the obligations of a Depository?
The Depository is obligated to maintain the Client Holdings, enable demat and remat
of eligible securities, disbursement of corporate benefits, effect settlement of
securities traded on the exchanges as well as Off-market trades through book entry
transfers, provide for Pledging/Hypothecation of eligible securities.
What is NSDL?
Shares in the electronic segment are 100 percent secure. The agreement between
person and the DP indemnifies person against misuse of your electronic holdings
by any party, in any manner whatsoever. Person may legally invoke such indemnity
and be 100 percent compensated. A comprehensive Insurance Policy has been
taken by NSDL which covers your DP account so as to protect person against any
losses, breach of security etc.
What is CDSL?
Physical share certificates with duplicate distinctive numbers are essentially forged
certificates. The R&T would identify and reject the certificates. The concerned Stock
Exchanges are informed of the details.
What is a DP ID No?
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2.3 Dematerialisation
The single biggest reason over buying shares in the physical form is that demat
shares credited to your account within 2 to 3 days after the end of the settlement.
This is unlike the average 30 to 40 days taken in receiving back physical shares from
the R&T Agent and sometimes with objections. Further, possibility of loss or theft of
the certificates is eliminated. This is in addition to the 0.50% stamp duty savings,
which works out to Rs.50 for transfer of shares worth of Rs.10, 000
Brokers have no fear of bad delivery while selling demat shares. Due to this, they
offer lower brokerage to you. As bad deliveries are eliminated shares are not
returned due to objections, resulting in saving of costs and follow up.
You may approach the company and request them to sign up with NSDL Vigorously
follow up as Demat is in your favor.
Yes. Person has the option to hold shares either in the physical OR in the
dematerialized form. This is as per the Depositories Act, 1996.However, when
person buy shares person may receive delivery in the demat form as per the
option of the seller.
No, there is no need for a Transfer deed in order to get your share certificates
dematerialized.
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How does Person demat his/her Shares?
What is a DRF?
In order to get your shares converted from the physical to the electronic form, person
has to submit your certificates along with a request form asking for the conversion.
This request form is called a DRF or a Demat Request Form.
When the certificates are surrendered for demat they are to be canceled at the face
of the certificate by putting a stamp "Surrendered for Demat" so that the certificate
cannot be traded. This process of affixing the "Surrendered for Demat" stamp on the
shares is known as defacing of shares.
How long would it take Person’s account to be credited when he/she submit
shares for Dematerialisation?
No. Dematerialized shares do not have any distinctive or certificate numbers. The
shares are in FUNGIBLE ~ 100 shares of a company are the same as any other 100
in that company.
No. At this point, ownership cannot be transferred from an individual name to a joint
name. To do this, person should first open a Depository Account as the sole holder
and dematerialize the shares. You should open another Depository Account in the
joint names (AB).Now make an off-market transaction from account A to account AB.
The DP will charge a nominal amount for this transaction. As an alternate, the
certificate can be sent for transfer in the joint names AB and then surrendered for
demat with the DP.
Fake Certificate, Signature difference, Third Party Claim, Court Cases are the
reasons as to why a demat request is rejected by R&T Agent.
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2.4 Rematerialisation
In the rematerialisation process, a request goes from the DP to the R&T Agent
through the NSDL for the remat. The R&T Agent will process the request, print and
then dispatch the new share certificates directly to you. Thus, the NSDL does not
issue or handle share certificates.
There is no concept, any longer, of a market lot in the electronic segment. Thus,
person may remat your odd lot shares at any time. This would be done in exactly the
manner as person would remat market lot shares.
For Remat of Securities, person have to submit a Remat Request Form (RRF)to
the DP mentioning the relevant details for the rematerialisation process to take
place.
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CHAPTER - 3
TRADING SYSTEMS
As the internet has taken over the physical trade, the same is the
situation in trading in shares. Even the internet has not spared trading in shares
and still the conventional system of offline trading continues in today’s world.
Here both the parties would be facing some risk. Brokers would be
facing the risk of default. In a typical situation, a customer would be allowed to
trade on margin, either by way of transferring it to trade account with the broker
or giving the broker authority to keep a hold on his bank or depository account till
the time of settlement.
If the margin goes below the specified limit, the website of the broker
would give warning to the investor to replenish the same. Brokers can either ask
for blanket permission/power of attorney from the customer to replenish the same
or take risk on that, in which case they may also square off the contract.
As a matter of prudence, the broker would have checked the balance in the
customer's account, but the balance may go down between trade day and the
pay-in day. Here, brokers would have to decide the extent of risk if at all they are
ready to take. In periods of volatility, especially when markets are failing,
decision-making of the broker as to the extent of risk he is willing to take would
be very important.
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Customers would face the risk of leakage of personal information.
• Low Brokerage
In case of offline trading, brokerage charged by the broker is quite low
because of some personal relations, low cost of installation as compared to
online trading.
• Less Margin
Generally, company charges 25% margin while the brokers charge
nearly 10%margin from the investors in case of trading in derivatives.
Sometimes broker charges negligible amount and he allows trading up to his
limit. This shifts the investors from trading online to the trading with the
brokers. Foe example: Local Brokers like Motilal Oswal, Ratnakar, Pravin
Ratilal etc. allow trading in shares with less margin and low brokerage.
• Customized Advice
Normally, investors would like to take to the broker before taking an
investment decision. Internet trading would lack this personal touch. As far as
customization of data using data mining is concerned, that would not attract
customers looking for something different. Some of the brokers are of the
view that they would have to provide advisory services to the customers. But,
with increased volumes they will have to balance their preferences and needs
of the customers.
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WHAT IS E-TRADING?
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execution once it reaches the exchange system is similar to that of an offline
transaction,
Today his dream has become a reality. E-trading has become a way of
investing in the developed world and is soon catching on in developing countries
too. Since that time, online trading has increased dramatically - according to an
unprecedented efficiency and control.
Recent estimate, there are 7.8 million individuals trading online, making
807000 trades per day. Currently, there are over 200 broker-dealers providing
retail investors with the ability to trade online. Along with the growth in online
trading, there has been a surge in investor complaints related to online trading.
The downfall of a few international dotcom like Value America Inc, Net
Inoperative Ltd, Toysmart.com, boo.com has not diminished the opportunities
thrown by internet trading. There are investment banking firms which offer a suit
of services such as online trading, research reports, real-time market
commentary, Java-based charts, analysis and other professional services. E-
Trade has presence in around 119 countries, as one of the renowned players in
the international market.
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The safety of transactions on the Internet depends on the encryption system used.
The better this transaction system, the more difficult it is for any person to hack the
site.
Internationally, the best system available today, is the 128-bit encryption, a system,
which even the Pentagon uses. Sharekhan.com is one of the few online share-
trading sites in the country equipped with this 128-bit encryption.
Secondly, you too can ensure the safety of the transactions online. You normally get
a secured user id and password, the secrecy of which is to be maintained entirely by
you.
In online trading sites, the greater the back-end integration of the system, the greater
the amount of work the sites do for you, therefore greater the convenience available
to you.
For example, incase of Sharekhan.com, your broking account, bank account and
demat account are linked electronically. So when you punch in a buy or sell order,
the system checks the funds/ shares availability and automatically credits/debits the
accounts once the order is executed by the exchange.
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But I am not comfortable with Internet, or with finance, how can online trading
be easy for me?
Contrary to common perceptions, trading through Internet does not require either
any expertise in working on the computer, or any special financial skills.
You could try the demo (demonstration) of the online trading sites like
Sharekhan.com to find out why others like you, with little or no knowledge about the
Internet or finance, have switched on to online trading. Or you could attend the
demonstrations sessions held by such websites in your city.
The convenience provided by online trading is even then worth the costs involved.
And online trading sites are not that costly. For example, a trader can trade shares
on margin at rates as low as 0.10%on Sharekhan.com and if one wishes to trade in
cash, then the rates applicable are as low as 0.5%.
Many of those customers who have chosen to trade shares online today, had at one
point of time been trading through offline brokers, just like you are today. They took a
chance to go online and trade shares. After realising the advantages of trading
shares online, they have shifted to online trading now. In fact, there are many
customers who have already opened an account with sharekhan.com. Just try
trading shares after opening an account with any online trading site. However, before
choosing an online trading site, please compare all such websites and then make a
decision.
How frequently is the prices updated at all these online trading sites?
The tickers available at online trading sites provide instantaneous updates. Also,
some websites can offer to transact in those shares instantaneously and with
convenience.
The solution to your problem could be provided in different ways by different online
share trading sites. At sharekhan.com, for any trade order, the customer is asked to
click "Proceed" after he has the opportunity to completely check the order verification
form.
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Moreover, you have the option of modifying or canceling the order till the moment the
order is executed at the exchange.
Finally, online trade confirmations reach reaches our customers within 4 minutes,
while contract notes are dispatched at the end of the day and reach within 24-36
hours.
With Sharekhan, you decide what you want to buy and buy the share at the price you
want to and therefore you are in total control of your trades.
Internet has brought to the retail investores what was till sometime ago the sole
prerogative of large brokerage houses and high net worth individuals. For example at
Sharekhan.com one can access multitude of resources to arrive at his stock picks.
Reliable research with an enviable track record is available free of cost.
An investor can now access sharekhan.com and do his technical analysis, know
what other leading brokers think about a company and whether it is a buy or a sell,
(Multex Global estimates), access live news from international news agencies such
as Reuters, CNBC, read about what the leading CEOs think about the state of the
economy and the capital market.
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How it works?
Trading has two aspects of working one is technical and second One is
procedural. We will see both aspect and how it is working?
Procedure:
Sitting in ones own home or office or even from your car, as long as
you can access the net, you can trade on the market. There are three basic
things needed for e-trading:
A bank account,
A D-Mat account and
A brokerage account.
The steps in e-trading replicate the real life situation and are fairly simple
to follow. Once these three accounts are opened, the money and shares are
transferred to your bank and Demat account automatically, electronically and
without any paper work.
The first step is of course to open an account. One can open multiple
accounts with himself or herself as the first name in the account. Then it is
necessary to determine the type of account that you want and how you want
to pay for the trades you make. Joint accounts are allowed but for that you will
need to have certain information about those people. Accounts can be
Individual, Joint, Sole Proprietorship, Corporate, or Partnership etc.
The form filling requires simple personal details like full legal
name, Citizenship status, Residency status, employer's name and
address, your passport\PAN number, Date of birth etc.' One can download the
forms or request for them by post or even request for a representative of the
firm to come over to help you with the form. Post-submitting, you are allotted a
USERID and PASSWORD while giving details for registration. Then an
Account reference Number is generated and displayed to you. These three
things are unique to an individual and ensure security of transactions. The
acceptance of the application is communicated by email.
Once you have got your USER ID and PASSWORD and your account has
been set up, you can access the website and login using the same. The
second step is then to Fund Your Account. In order to start trading online it is
important that you deposit money in your bank account before placing a buy
order. In order to place a sell order you must have shares in your DEMAT
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Account. You can sell your shares anytime as long as shares are there in your
DEMAT Account. In order to place a buy order you need to fund your account.
You can do this by depositing money in your bank account or else you can
sell some shares existing in your Demat account and use the proceeds of sale
to fund your purchase transaction. The amount of money required before
placing a buy order would depend on the value of order and the type of e-
invest account you have enrolled for - whether cash or margin.
From the Trading tab, select Enter Order under the Stocks heading.
At Number of Shares', type the number of shares that you want to buy.
At 'Stock Symbol or Name(s)', type the stock symbol. If you don't know the
symbol click 'Find Symbol', type the company name, click 'Search' and
click the symbol that you want from the list.
For a market order, select 'Market'. Otherwise, select 'Limit'. 'Stop Loss' or
'Stop Limit’ and enter the price.
'Market Order': you just ask the broker to buy or sell your stocks at the
best price available.
'Limit Order': you tell the broker to trade only when the stock hits a
certain price or better.
'Stop Loss': you tell the broker to sell your shares if the stock drops
below a certain price.
Select either 'Good for Day' or 'Good Until Canceled'. If you want to place
an 'All-or-None' order, click 'All or None'. Type your trading password and
click 'Preview Order'.
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If you want to change your order, click 'Modify' and make your changes.
To see if your order has been executed and filled as you expect, check
your account balance. The 'Account Balances' page shows your account
equity (the value of your account) and your buying power. To check your
account balance, click the 'Accounts Services' tab, make sure the correct
account number displays at 'Select Account' and click 'Go'. At Total
Account Value', see your account balance.
For a new price, select the appropriate option button and then enter the
price (unless you're changing it to a market order). You cannot change the
stock symbol or the transaction type (Buy. Sell, Sell Short, or Buy to
cover). Enter your trading password and click 'Preview Change Order'. Or,
if you want to cancel your changes, click 'Do Not Change'.
In order to cancel a stock order, from the Trading' tab, select 'View Open
Orders' under the 'Stocks' heading. Make sure you're currently in the
correct account. Click 'Cancel' beside the order you want to cancel.
Review the information presented to make sure this is the order you want
to cancel. Click 'Cancel Order'. Enter the symbol or the name of the scrip,
press "GO" or the relevant button.
The Account Opening Charge, commission rates and the minimum limit of
transaction vary from site to site. Other charges can include Annual Services
Charges, Custody charges, D-Mat account charges etc. Also most online traders
offer a host of other tools to aid the investment decision. A full research back up
in terms of reports, articles, opinions, etc., live time quotes, latest news on the
scrip, technical charts to see how the stock's price has changed over time.
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• No Geographical Restriction
Customers have access to site from anywhere in world. So even if
customer is out of station, customer can take the advantage of market condition.
• No Time Restriction
Customer can trade not only during market hours but also when market is
closed. He is required to give limit as to at what price he wants to buy or sell the
shares. When market will open, the shares will be purchased or sold
automatically at that particular price or best favorable price.
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the investor can take necessary steps, which would reduce his overall market
risk.
• Quick Trading
The investor will be able to execute the entire trading transaction,
right from logging on to the broker's site, to the execution and settlement of
his bank account, in a very short period of time.
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• Lack Of Speed
If customers in large number access the site at the same time, server gets
overloaded, so it results into delay in process.
• Security Aspect
There may be chances of hacking of password if customer is not alert.
This may cause a major loss to the investor.
• Lack Of Flexibility
If the customer is not alert about his position on last trading day and if he is
not able to square off his position, he has to take delivery compulsory or if he
doesn't have enough liquidity, the site will automatically square off his position.
This action may or may not be in benefit of customer. Whereas in conventional
broking, broker will inform the customer time to time or will take the decision
himself in favor of the customer.
• Network Crash:
There will be problems and delays due to a large influx of traffic and
rapid online trading criteria as it happened on 17th May, 2004 which is
referred to as ‘Black Monday’.
• Computer Illiteracy:
Literacy of Computers is mandatory for traders using this online trading
service. So for those who are computer illiterate, using websites serves as a
handicap for them.
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When anyone wants to enter into the market for trading purpose, there is
common process through which individual has to pass either in conventional
broking or E-broking which is basically divided in three parts.
• Decision
Decision about choosing particular scrip is made by investor himself based
on his knowledge and his experience about market condition. Sometimes
investors seek advice from broker and they both decide about investment. Thus
in conventional broking and E-broking decision parts remain same.
• Execution
In execution part of broking, E-broking is completely different from
conventional system. This can be explained from graph below.
Call Log on
Confirmation Confirmation
through phone through e-mail
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House Keeping
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In this type of market, there are only two parties i.e. the broker and the
investor. The Exchange does not come into picture at all. So the transactions
taking place are out of the purview of the exchange, which in other words can
also be termed as illegal. In this type of market the brokerage is quite low as
there isn’t actual transaction or delivery of security as such. The transaction is
written in a book as to keep record of buying and selling price and quantity. If buy
price is higher than sell price then difference is paid by investor and that amount
is profit for broker and loss of investor and vice versa.
No Margin
The trader is not required to keep any deposit as margin to buy or sell
the shares. There is credit flexibility allowed to a large extent.
Trading of Index
Prediction of Index is Easier than of Security. In a SEBI regulated
market, a trader is not allowed to trade in Nifty or Sensex in equity market, while
in grey market, trading in Nifty or Sensex in equity market is permitted.
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Now, Investor will Sell (Shortsell) Reliance Shares at 440 and Buy reliance
future at 400 so on the last Thursday of the month when both the prices match,
investor will reverse the transaction.
This can be possible legally in some cases but with very large investment
because futures are traded only in lot sizes.
Negative Factors
Risk of Defaulting Broker
Illegal
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CHAPTER - 4
COMPANY AT A GLANCE
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Owns 56%
of Owns 50.5% of
SSKI Securities Pvt. Ltd.
Morakhia Family & Associates
• Depository Services
• Derivatives
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• SSKI named its online division as SHARE KHAN and it is into retail
Broking
• The business of the company overhauled 4 years ago on February 8,
2000.
• It acts as a discount brokerage house to a full service investment solutions
provider
• It has a 150 member strong team.
• It has specialized research product for the small investors and day traders
• Largest chain of share shops, 103 Franchisees & 17 Branches across
India.
• It has $25m/trades every day.
• Leading player today with 20% market share
• Over 8000 online clients
• The site was also launched on February 8, 2000 and named it as
www.sharekhan.com
• The SpeedTrade account of share khan is the next generation technology
product launched on April 17, 2002
• SpeedTradePlus was launched on October 28, 2002 for trading in
Derivatives
• It offers its customers with the trade execution facilities on the NSE, for
cash as well as derivatives, depository services
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the instruction immediately on receiving it and thereafter the customer can
view his updated account statement on Internet.
• Sharekhan Depository Services offers demat services to individual and
corporate investors. It has a team of professionals and the latest
technological expertise dedicated exclusively to their demat department. A
customer can avail of Demat \ Remat, Repurchase, Pledge, Transmission
facilities at any of the Share khan branches and business partners outlets.
Ground Network –
Largest in India
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Award-Winner
Winner of
Chip
magazine’s
‘Best
Financial
Website
Award’
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The alternate channel was founded in December 2003. Till then only
direct channel existed which aimed at targeting only HNI customers. The
alternate Channel was started with an aim of targeting the retail customers who
traded on small volumes. This channel was launched in Delhi, Mumbai, Gujarat,
Pune and Bangalore for experiment. Ms. Jignasha Sevak acts as a Regional
Product Manager of alternate channel of Gujarat zone and handles the
Ahmedabad and Baroda branches. This Channel is very successful in all the five
cities and Sharekhan is planning to launch it in many other cities of India. In
Gujarat even they are working on starting alternate channel in Surat and Rajkot.
In short span of 6 months Sharekhan has more than 600 retail customers in
Gujarat.
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Share khan offers online trading account through which a customer can buy and
sell shares in an instant from any part of the globe trough website. It does not
take into account any type of physical restriction of going to the broker for
carrying out a transaction or any type of settlement of payment. It facilitates the
customer a speedy and hassle free transaction. Share khan’s product consists of
a 3-in-1 concept, which integrates:
1. Trading Account
2. Demat Account
3. Linking with the Savings account.
Through its trading account, a share khan customer can directly transfer his funds
from his savings bank account affiliated to share khan to his trading account
without any paper work. He can buy and sell shares from the website and also
view the market prices of the shares he trades on the terminal.
Share khan .com allows trading at present only on NSE. BSE trading will be
shortly available. To open an account a customer requires filling up a form
consisting of 12 agreements, a passport size photograph, a residential proof, a
photo id proof and a cheque drawn of respective amount in favour of S. S.
Kantilal Ishwarlal securities Pvt. Ltd.
After opening an account with Share khan, a customer will be given User id,
Membership password and trading password, which will enable him to access his
account and trade.
1. CLASSIC ACCOUNT
• This account allows the client to trade through the website and is suitable for
the retail investors.
• Here maximum scripts that can be shown on the terminal are only 25. Also the
technical charts are not available.
• It’s a JAVA based applet, which allows trading only through website and see
latest prices of the scripts of your choice.
• This account also allows trading in Derivatives.
• The lifetime registration charge for this account is Rs.750 and there is no
constraint of minimum turnover.
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• This is ideal for active traders who transact frequently during day’s trading
session to capitalize on intra-day price movements.
• Speed trade is an Internet-based application available on a CD, which provides
everything a trader needs on one screen, thereby, reducing the time required to
execute a trade.
• SPEEDTRADE offers a tick-by-tick update on stock price movements with
market depth and intra-day chart and lets the client do his own stock/technical
analysis.
• While the Lifetime charge for this account is Rs.1000 with a minimum brokerage
of Rs.1000 to be paid monthly.
• Speed trade plus has all the above-mentioned features with an additional power
to also trade in Derivatives.
• Speed Trade Plus extends the power of online trading from cash
markets to Futures & Options. On a single screen, a customer can trade cash
as well as future & option contracts.
• Other features include advanced Intra-Day Charting (Bar & Japanese
Candlestick Charts), easy order placement and instant trade confirmations in
seconds, price alerts, research calls, and derivative tool-kit to help the customer
trade like the experts.
• While the Lifetime charge for this account is Rs.1500 with a minimum brokerage
of Rs.1500 to be paid monthly.
BANK AFFILIATION
Share khan has affiliation with 5 banks, which allows its customers to enjoy the
facility of instant credit and transfer of funds from his savings bank account to his
share khan trading account. The affiliated banks are as follows:
HDFC BANK
UTI BANK
CITY BANK
GLOBAL TRUST BANK
IDBI
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DIAL-N-TRADE
It is also an exclusive service available to all Share khan customers for trading in
shares via the telephone. On dialing the toll free number 1600-22-7050 and on
entering the customers TPIN number, the customer will be directed to a tele-
broker who will buy or sell shares for him.
TIMELY ADVICE
Last but not the least, the USP of share khan is its timely advice that it gives to its
customers 4 times in a day through e-mails. Among these e-mails sent,
• One is pre-market mail indicating the position of the market (i.e. either bullish
or bearish trend) when it opens.
• The other two e-mails are the during market hours mails which indicate as to
how the market will move and in which direction.
• The fourth e-mail that is called the post market mail or the eagle eye is the
most important and valuable suggestion.
In this e-mail, all the scripts that are under coverage are segregated into 5
clusters. Each cluster represents a certain profile in terms of business
fundamentals as well the kind of returns the customer expects over a certain time
horizon. This he3lps the customer identify the stocks that match to his objectives.
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• Product Variety
Share khan offers 3 types of online trading accounts for its customers
specially designed according to their volume in share trading. Those 3
varieties are:
Classic- for retail investors
Speed Trade: for high net worth investors with large and active
equity portfolio who need to monitor and action swiftly
Speed trade Plus- for high net worth investors dealing in
derivative market.
• Quality
User Friendly, attractive & colorful Website.
.
• Design
The website of Share khan namely www.sharekhan.com has been
specially designed to facilitate its users to buy and sell shares in an
instant at anytime and from anywhere they like. The site is user friendly
allowing even a layman to easily operate without any hassles.
• Features:
Share khan’s product comes with the following features:
• Services
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2. PRICE
• List Price
• Brokerage
Share khan in its online business charges brokerage as follows:
- In equity Market:
On Trading: 0.1% On Delivery: 0.5%
- In Derivative Market
On Trading: 0.12% (Total brokerage) On Delivery: 0.1%
• Service Tax
-8% on Brokerage.
• Custody Charge
Re. 1 per script held per month.
• Discounts
For investors with High Net worth, there are slabs in brokerage rates.
• Payment Period
The transaction settlement date in the securities market is T+ 2 days
i.e. the payment of the transaction taken place has to be made within
two days of its occurrence.
• Credit terms
Share khan allows its customers to trade up to 4 times i.e. by keeping
1/4th margin with them.
• Dematerialization charges
Re. 3 per certificate or Rs.15 per requests whichever is higher.
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3. PROMOTION
Online share trading is totally a new concept in Indian Market. Generally
investor doesn’t like to come out from conventional way of share trading. Share
khan has introduced this product in. The concept and Product are still new in the
market. Therefore the company has undertaken extensive promotion campaign to
create awareness about the product. Share khan adopts the following tools for
promoting the product
• Advertising
Company advertises its product through TV media on channels
like CNBC, Print Media-in leading dailies and outdoors media. It
advertises itself as an innovative Brand with a cartoon of tiger-called
SHERU. Besides attractive and colorful brochures as well as posters are
used giving full details about the product.
Mails are sent to people logging on to sites like
moneycontrol.com and rediff.com.
Also, stalls are opened up now and then at places where
prospective customers can be approached.
•Sales Promotion
The Company offers Rs.500 instead of Rs.750 for corporate
accounts (more than 20 accounts).
Also, it provides online trading accounts for just Rs.300 for IIM
students.
• Sales Force
The Company has an aggressive sales force, which is given
incentives, based on their sales. The sales force is given intensive
training continuously.
• Seminar
The Company also arranges seminar in corporate world for
creating awareness about the product. Recently, it had organized for a
seminar in ONGC, IIM.
• Direct Marketing
Company emphasizes more on direct marketing, as many
people are still not aware of this new way of smart trading. For this, the
company recruits and trains sales representatives so as to explain the
product and solve customer queries related to the product. This is the
most effective way to communicate the three-in-one concept which
company offers.
• Telemarketing
This is another promotional tool company is using to boost up its
sales. For this, the company collects the database of the people
belonging to different professional segments.
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4. PLACE
• Channels
Share khan uses various channel alternatives to reach to its customers
through
Internet
Tele Marketing
Retail Share Shops
Franchisee Owners
Power Brokers
Sales Force
• Coverage
Access to the website from any part of the globe.
• Locations
Share khan has the largest chain of retail share shops in India. It has
180 share shops located in 90 cities all over India like Pune, Thane,
Chennai, Kolkata, Banglore, Luckhnow, Darjleeng, Kanpur, Baroda,
Midnapore, Surat, Delhi, Gaziabad, Hydrabad, Allahbad, etc.
5. PEOPLE
• Employees
• Research Team
Share khan has a team of dedicated analysts who have years of working
experience in the industries that they track, and a proven track record in
using their knowledge of the investment science to deliver results.
• Customers, the heart of sharekhan are really treated loyally like the
kings. The customer care, which comprises of highly trained executives
operating from 9:30 to 8:00 p.m.
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6. PHYSICAL EVIDENCE
• Office Environment: The ambience within the office is what can make
the customer feel comfortable in trading. The cordial and friendly
atmosphere at office is like a full time motivation for the employees.
7. PROCESS
• In this service organization, the ways in which the customers receive
delivery of the service constitutes the process. Here, the process
involves adding ‘value’ or ‘utility’ so that the customers get full
satisfaction for the money spent by them.
• Here the process begins from the step when customer wants to open e-
invest account and ends when his account is actually activated.
• All Indian residents and NRI are eligible to avail this service.
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12. Web-online agreement between member-broker and client.
Structu
re
Strate Syste
gy
ms
Super
ordinat
e
Goals
goals
Skill Style
s
Staff
STRUCTURE:
Share khan is flexible in terms of making temporary structural changes to
cope up with specific strategic tasks without any hassles. If need arises,
the top management can assign the role to any of its employees which it
considers capable and skillful.
STRATEGY:
Share khan believes not only in developing the strategies but also in its
successful execution.
SYSTEMS:
This constitutes of all the training and development systems, estimating
budgets and the accounting system of Share khan.
STYLE:
Style refers to all the symbolic actions undertaken by top managers of
Share khan and its influence on the subordinates.
STAFF:
Share khan values its employees as its assets and therefore carefully
trains and motivates them by giving them incentives at regular intervals.
Talented employees are assigned as mentors and given real responsibility
and moved into higher positions.
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SKILLS:
The term skills refer to those activities organizations do best and for which
they are known. Share khan is known for its timely advice
(suggestions/tips), which it caters to its customers and it boasts of 70-90%
strike rates in booking recommendations.
SUPERORDINATE GOALS:
This refers to guiding concepts, values and aspirations that unite an
organization in some common purpose. It provides the customers the best
service as it believes in customer satisfaction and retention.
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STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
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Platinum Customers-
Speed Trade Plus
Gold Customers-
Speed Trade
Iron Customers-
Classic
Share khan pays exclusive attention to its speed trade and speed trade customers
and considers them as platinum (most valuable) customers as they yield high
volume to the company and earn them high income in terms of brokerage. It
specially cares for its speed trade customers in terms of rendering quick response to
attend to their queries and complaints, because these are the customers who once if
satisfied properly would word and recommend the company and its service to other
investors also.
IRON CUSTOMERS
Share khan recognizes its classic account holders as its iron customers as these are
the retail customers who are very small players and yield income to the company in
terms of small brokerage. Share khan always believed in a policy to be responsive to
customers’ queries and complaints.
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This form contains the provisions as to what are terms and conditions
in capital market segment. Derivative segment operative Clauses
4. Agreement between Share khan and the client in respect of the online
investment support services offered
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It contains the agreement of in what way client would be getting
transaction through internet
8. Power of attorney
• This form will help him open the sharekhan trading account along with a
bank account and DMAT account.
• Now the customer can login to the account from any place and start
trading. In case, he faces some difficulty, he can contact the company
through mail or can give a call to customer care or personally visit the
center.
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CHAPTER - 5
EQUITY RESEARCH
RESEARCH
The scientific approaches that determine market direction and help you
decide what stocks to buy or sell. Whether it is for the short term or the long term,
there is method in this madness!
Fundamental Analysis
Technical Analysis
Market Analysis
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Sharekhan Research
Our tigers dig meaty Stock Ideas out of the heart of the market and
bring them to you. Their skill at identifying their prey--Stock Ideas--
while keeping your taste for investment in mind is reflected in the depth
of their research and the performance of the ideas. The Market
Strategy reports, on the other hand, identify the hunting-ground for
Stock Ideas, ie sectors and stock groups that are ripe for performance,
discuss the state of the economy and its impact on the stock market as
well as advise you on dealing with the impact of socio-political issues
on the market.
Market Strategy
Stock Ideas
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fundamentals as well as the kind of returns you can expect of it
over a certain time horizon.
SSKI Research
Cash –
The cash market encompasses the entire gamut of listed stocks on Indian
stock exchanges. The cash market refers to the secondary market where you may
day trade or take delivery. Every product developed for the cash market can be
replicated in the futures & options market (if it is listed there) by following the trading
levels of the cash market for execution in the derivatives market.
Braveheart: Braveheart Strategies outline the market forecast for the medium term.
Braveheart uses the strategy to identify aggressive stocks to maximize gains based
on trend-based position trading. The portfolio has matured from a cash product to a
cash and futures product to allow investors to take advantage of the short side of the
market. The risk-reward ratio is pegged at 1:3 with average targeted returns of 30%
on stock recommendations.
Day Trader’s Hit List: The hottest product in terms of penetration and usage, it is
found on everyone’s dealing desk in the morning. The list of 15 liquid stocks that are
in action identifies 2 support and resistance levels for the stocks and provides a bias
for the stock to allow day traders to trade effectively.
Momentum Calls: The demand for catching fast movements in stocks for a 1-7-day
period has led to the emergence of this product. Momentum Calls help you make a
quick buck with the use of stop losses and a risk-reward ratio of 1:2 at least. The
idea is to identify momentum the moment it begins and get onto the bandwagon. But
if the move does not happen we move out as fast at minimum loss rather than wait
for stop losses to be triggered. This improves efficiency in trading and maximizes
profits.
Punter’s Call: A daily view on how the market and the major indices, ie the Sensex
and Nifty, are expected to behave during the day. Closest support and resistance
levels plus moving averages are provided to help traders take decisions.
Fortnightly View: A fortnightly recap and analysis of our market view over the short,
medium and long term.
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Derivatives –
Advantage Gamma: Options premiums fall at the end of the month. We spot
momentum stocks to take advantage of the cheap options during this period.
Idhar bhi-Udhar bhi: Expecting a large trend reversal either after a large
move or before a major event. Hedge yourself by buying both a call and a put.
Whichever way it goes you should make money.
Quarter Delta: One should write a call option when the underlying stock is
expected to stay at the same level or fall. Similarly one should write a put
option when the underlying stock is expected to stay at the same level or rise.
However it is less risky to write out-of-the-money options (delta = 0.25) than to
write at-the-money options.
Covered Calls: If you have an equities portfolio you can make consistent
gains on your stocks and that too without selling them or losing delivery of
them most of the time. How? Write call options against the portfolio.
Derivatives Info Kit: The only exhaustive report on the derivatives market
trading data including stock-wise open interest, put-call ratios, strike sizes,
margins and much more than you can dream of.
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Dealing Room The most experienced dealing room with years of experience
in stock market research, always in touch with what is happening. We provide
this information to clients through SpeedTrade, and to our branches and
franchisees through Yahoo Messenger, telephone and SMS.
Editorial: The editorial keeps a track of all the market information and
feeds it live into the Web and brings it to you at the end of the day via the daily
newsletter Eagle Eye
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CHAPTER - 6
EVALUATION OF INDIAN E-PORTALS
USP:
DEMERITS:
KOTAK: Deposit
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♦ Speed- Brokerage
0.9
0.8
HDFC sec
0.7
Brokerage (% )
12
10 HDFC sec
Credit Flexibility
8 ICICI direct
India Bulls
6
5 Paisa
4 Sharekhan
2 Kotak street
0
0 200 400 600 800
A/c opening Charge
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CHAPTER - 7
PEST Changes Affecting Share Market
POLITICAL IMPLICATIONS
Recently the political environment has affected a lot to the stocks. As the
government changed against the people’s expectations, the prices of the scripts
went down steeply than expected.
NDA government was expected and instead Congress is the ruling one. When
it wasn’t yet decided who will be the next prime minister, the markets went down to
the lowest in the last 8 years. There was a drop of about 800 points on 17 th May, the
black Monday. The markets were closed after a 500 drop at 11:10 p.m. for two hours
and were re-opened and closed again due to a constant fall in sensex. This affected
the turnover highly and many investors especially those dealing with derivatives just
decided to be out of this volatile and risky market.
Even, new investors who wanted to start investing or had just started
investing were stepped back by this fall. Some of the local brokers had to stop their
business or borrow from others.
Also, there was a very high lot size of 2, 50,000 shares of Reliance Industries
Limited ready for sale in the market and transactions were executed every minute.
Then, again when Mr. Manmohan Singh became the PM, markets gained. Right
now, the markets are still volatile, suited more for intra-day trading than investments.
ECONOMIC IMPLICATIONS
The budgets affect highly to the stock markets. It has a relation to stock
market as people’s income is connected to it. The tax brackets play an important part
in this. If a person has high income and falls under the 30% tax bracket, he would
not opt for online trading (as higher the profits, higher the tax he has to pay).
SOCIAL IMPLICATIONS
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Online trading is being adapted by more and more people each day.
Youngsters have started trading in large numbers too. The society as a whole is
moving towards technology in this digital revolution age. Women in corporate world
or housewives have started earning through this way of smart trading sitting at home
or in their offices. Thus, in this changing technological scenario, e-trading clicks in
people’s mind along with e-shopping, e-governance. Globalization has brought about
a change in consumers who want ease and comfort in trading everywhere they
move.
Again, it’s a different story during black Mondays or at the time of losses,
when the income from the main business gets lost in the stock markets. These affect
the society in the sense that people have given their lives loosing in stock markets.
This is an adverse implication of stock market as a whole.
TECHNOLOGICAL IMPLICATIONS
CHAPTER – 8
Website Visit
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Homepage of Sharekhan.com
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My Account Screen
1. Trade Now : It allows the user to enter Script code, Order type(Buy, sell, Short
sell),Choice of Market and Limit Order, Quantity ,limit price in case of Limit order ,
Trading password that is given to user by Sharekhan and finally by Pressing Place
order button order will execute.
2. My Trade Portfolio: It allows the user to see the Portfolio of Trading of the day
after the Market Hours.
3. Account Summary: It allows the user to see the Balance of money in mini
account of Sharekhan which is allocated for the trading by the user. Yield on sale
and Payable amount on purchase will be deducted from this account.
4. Track your Orders: This option allows the user to Track the order that he/she has
put in the day to see what happens to those orders whether they are fully executed,
halfly executed or not executed at all.
5. Check Your Trading Limits: It allows the user to check the limit of the transaction
that he/she can make.
6. Check Your Open Position: It allows user to verify that which are the scripts that
must be square off in Particular day incase of intraday transaction.
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7. View your Transaction: It gives the information about transaction that we have
made on particular scripts at particular price and quantity as per the date criteria.
8. Enable IPO Online: It allows the user to fill up the issue Form of IPO online. Thus
eliminates the Physical Form filling.
10. Cash and Securities Due: It gives reminder to user about how much cash and
securities will be receivable and payable.
11. Move cash to Sharekhan: This Option allows the user to Move Cash to
Sharekhan account from the saving bank account for the Trading purpose. By
entering net banking Password and Userid of the user, he/she will be allow to enter
Amount to be withdrawn from bank and then that amount will be added in Account
summary of Sharekhan.
12. DP Summary: This option allows the user to check his/her demat balance in
SSKI.
13. Receivable Summary: This option is same as Cash and Securities but adds one
Extra Facility of BTST (Buy Today Sell Tomorrow).
14. Miscellaneous Links: This Covers all options in tree Structure and has facility of
Withdrawing cash from Sharekhan to Saving Bank account.
15. Profile: This option allows user to change the Trading password.
16. Research: This option Allows user to search information of particular company,
by the way of news, Ideas, growth charts, turnover, profit, IPO etc.
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Functions
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CHAPTER - 9
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MY EXPERIENCE
Also in my fourth week in the organization, I was given training about the
functioning of the derivatives market. In that I was taught about how the future and
options contracts are dealt with.
Hence, selling besides the consumer’s interest depends much on the sales
person. All a consumer needs to know is how is the product we sell well than other
products? The way these and other questions are answered is what depends on
sales people. It is different for different sales persons. Again, it depends on the
customer too, which language he/she is comfortable with and where to stop.
As I met more and more people, I came to know more about how to talk to
them, how much time be given to each person we met. Even, by solving the
customer queries, my own understanding was enhanced. In the Second month, my
total conversion ratio became relatively higher i.e. 10% as compare to First month
i.e. 6%.
While selling product in the market, I also came to know more about
competitor’s product like kotakstreet.com, icicidirect.com, India bulls, 5 paisa, and
their strategy of marketing and the consumer’s preference towards the competitor’s
product.
I did cold calling in these two months and created my own database through
it. In the second month, I got leads from tele-caller at Sharekhan which are
generated from Websites like moneycontrol.com, rediffmail.com, indiatimes.com.
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Share khan also gives advertisement in leading English dailies and and on channels
like CNBC where the customer care toll free no. is displayed.
I met people in different retailers located at Ashram road, C.G. road, Mithakali
6 roads, S.G. Highway, Paldi, Maninagar, Judges Bungalow road, Vatva,
Gandhinagar, Bapunagar, Shahibaug, Jodhpur, Naroda, Sabarmati, Naranpura,
Navrangpura, Gurukul etc.
I needed to report daily in my company in the DSRs (Daily Sales Report) the
information about the people I met. This DSR included: Name of the customer, Ph.
Number, Time, Period, Status, Follow up and Reasons. Even, I was required to fill up
a Deal-Sheet for HNIs’ that is the High-Network Individuals (the individuals who trade
in higher volumes) that I met on a particular day.
I opened up stalls with other Trainees at places like IIM, old as well as new
UTI bank, Shivranjini Cross Roads, Torrent House, Hanuman Temple near
Shahibaug, Maninagar, Law garden and Ankur.
The response at places like UTI bank and IIM was really good. I got leads
from there and through follow-ups; some of these leads got converted into my
customers.
Once, a customer filled up the form, I had to call him/her after 4 working days
to check if he has received the login ID and password from us (Bombay office of
Sharekhan). After that, I was required to show the customer how to make a
transaction and how to get access to the terminal. Also, other queries which the
customer faced had to be solved by me. So, it was all a very good learning
experience for me.
What I faced was the scorching heat of the city, be in a one area at one time
and just the opposite area in other time as per customer’s appointment. How to
speak to consumers, solving their queries, building a rapport with them was all up to
me. I created my own databases which I feel is an achievement. Also, getting into
the offices with the “salespeople not allowed” board was an achievement. The
feeling after meeting a customer once and in the final meeting, and closing the deal
gave me a sense of fulfillment. There were 40 signatures in the account opening
form and entertaining my customers while filling-up the form was again a challenge.
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I faced some bad and resentful experiences like being sent out of offices
without being listened. Even, I waited for hours for a customer and went to the
customer again in case if a signature is left in the form or in occurrence of any proof
problems. This was again a learning to increase my tolerance and be more careful
while filling up the form.
CHAPTER - 10
RECOMMENDATIONS
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To Share khan:
2. Post-sales service:
Customer retention is what the company is lacking. It is more
difficult to retain a customer than to form one. For this, an effective post-sales
service is a must, which the company is lacking. For customer care, more
professionals may be recruited to overcome this problem.
4. Customer convenience:
Many of the customers prefer to have the portal on their desktops
itself instead of getting it through the site. Direct login and password may be
provided to have it on desktop, if the customer wants it. Even, the Speed-
trade and Speed-trade plus version can be put in the site, so that there is no
need to carry its CD wherever one moves.
Also, suggestions are not available in the basic portal. The
terminal speed is low and the TPIN and phone ID are not changeable.
Company may provide these facilities as well.
5. Pledging:
In order to attract customers, it may provide exposure not just in
cash terms but also security-wise. This will enhance its sales, as customer will
not have to move cash to the company every time he/she wants to trade.
6. Sales force:
Company does recruit trainees, but it does lack a professional sales
force, which remains with it on a permanent basis. For this, the company may
offer salary on a fixed basis instead of variable one that it offers now.
7. Communication:
There is a big problem in the co-ordination of work due to lack of
proper communication. The middle-level management and the bottom-level
management are not able to work as a team due to this.
BIBLIOGRAPHY
Books:
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• Agarwala Kamlesh N., Agarwala Deekshah, “Bulls, Bears and the Mouse An
introduction to online trading”, New Delhi: Macmilan India Ltd. 2000, 445pp.
• Patel Alpesh B., “Trading Online”, Delhi: Pearson Education Asia Pte. Ltd.,
2001, 454pp.
Magazines:
Websites:
http://www.sharekhan.com
http://www.nseindia.com
http://www.bseindia.com
http://www.hdfcsec.com
http://www.indiabulls.com
http://www.5paisa.com
http://www.icicidirect.com
http://www.kotakstreet.com
hhtp://www.google.com
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