CHAPTER-1

1.COMPANY PROFILE
ICICI Securities Ltd is a technology-based firm offering a wide range of financial services
including investment banking, institutional broking, retail broking, private wealth management,
and financial product distribution. ICICI Securities sees its role as 'Creating Informed Access
to the Wealth of the Nation' for its diversified set of clients that include corporates, financial
institutions, high net-worth individuals and retail investors. Headquartered in Mumbai, ICICI
Securities operates out of 75 cities in India and wholly owned indirect subsidiaries in Singapore
and New York. ICICI Securities Inc., the stepdown wholly owned US subsidiary of the company
is a member of the Financial Industry Regulatory Authority (FINRA) / Securities Investors
Protection Corporation (SIPC). ICICI Securities Inc. activities include dealing in Securities and
corporate advisory services in the United States. ICICI Securities Inc. is also registered with the
Monetary Authority of Singapore (MAS) and operates a branch office in Singapore.

ICICI Direct.com is a truly online share-trading site. Which means that from the time
you punch in a buy or sell trade on your computer to the final settlement in your
account, everything happens completely online? The 3-in-1 e-invest account integrates
your brokerage, bank and one or more depository accounts to make sure that you can
do the otherwise cumbersome share trading from the comfort of your home or office, at
absolutely any time of the day or night

 PRESENT STATUS OF ICICI DIRECT:-

More than 1,30,000 persons, including NRIs in the Gulf, who trade in shares listed on the
NSE, are registered with the site, which is India’s largest and worlds tenth share-trading
portal. The site was launched last April by ICICI Web Trade Ltd, a fully-owned subsidiary
of ICICI. Around 15,000 people trade via ICICIdirect.com every day.
The unique three-in-
one trading account of the site offers a hassle-free and seamless trading experience for the
customer. The customers bank, demat and broking accounts are linked automatically. All
that the customer needs to do is to just place the order of the chosen scrip and the desired
price - our system does the rest of the work.
Under the Spot facility, ICICI direct customers are given a daily limit of Rs 50,000. These
funds can be withdrawn at the end of the day and customers would not have to wait until the
payout day of the stock exchange to receive their funds for sales. This would increase the
liquidity for the customers and all S&P CNX Nifty and CNX Nifty Junior scrip’s would be
available on Spot.
Despite the existence of so many online share trading portals how could ICICI direct capture
65 per cent of the market share and emerge a front-runner.
Another reason for the immense
popularity of the site is due to ICICIs countrywide network, which comprises 110 branches,
93 centre’s and 589 ATMs
  Direct Business Catalyst (DBC):
A Direct Business Catalyst (DBC) is an entity which gets new clients for
ICICI Direct and nurtures them by offering them the trade facility on phone. For all its
effort it gets a fixed referral fee and trail commission.

 ROLE
Acting as a facilitator between ICICI Direct and the end customer, he introduces a client
to ICICI Direct, get his I-direct account opened and subsequently on the request of the
client he places orders for him on his behalf in clients account

ICICI Group Companies

ICICI Prudential Life Insurance Company
http://www.iciciprulife.com/public/default.htm

ICICI Securities
http://www.icicisecurities.com

ICICI Lombard General Insurance Company

http://www.icicilombard.com

ICICI Prudential AMC & Trust

http://www.icicipruamc.com

ICICI Venture
http://www.iciciventure.com

ICICI Direct
http://www.icicidirect.com

ICICI Foundation
http://www.icicifoundation.org

Disha Financial Counselling

http://www.icicifoundation.org

ICICI Bank also has banking subsidiaries in UK and Canada

1.2 VISION, MISSION & OBJECTIVES
1.2.1 VISION:
To be the leading provider of financial services in India and a major global bank.

1.2.2 MISSION:
We will leverage our people, technology, speed and financial capital to:
 be the banker of first choice for our customers by delivering high quality, world-class
products and services.
 expand the frontiers of our business globally.
 play a proactive role in the full realisation of India's potential.
 maintain a healthy financial profile and diversify our earnings across businesses and
geographies.
 maintain high standards of governance and ethics.
 contribute positively to the various countries and markets in which we operate.
 create value for our stakeholders.
1.2.3 OBJECTIVES:
The major objective of the ICICI was to meet the needs of the industry for permanent and
long term funds in the private sector. In general, the major objectives of the Corporation are:
1. To assist in creation, growth and modernization of business enterprises in the non-public
sector.
2. To encourage and promote the involvement of internal and external capital sources, in
such enterprises.
3. To motivate pvt ownership of industrial investment and to promote and assist in the
expansion of markets.
4. To provide equipment finance.
5. To provide finance for rehabilitation of industrial units
1.3 BOARD OF DIRECTORS & STAKE HOLDERS
1.3.1 BOARD OF DIRECTORS
ICICI Securities Limited.

 Ms. Chanda Kochhar, Chairperson

 Mr. Ashvin Parekh, Independent Director
 Mr. Subrata Mukherji, Independent Director
 Ms. Vijayalakshmi Iyer, Independent Director
 Mr. Vinod Kumar Dhall, Independent Director
 Ms. Shilpa Kumar, Managing Director & CEO
 Mr. Ajay Saraf, Executive Director
 Ms. Vishakha Mulye - ICICI Bank Nominee
ICICI Securities Holding Inc.

 Mr. Sriram Iyer, Chairman

 Mr. Warren Law
 Mr. Bishen Pertab

ICICI Securities, Inc.

 Mr. Ripujit Chaudhuri, Chairman

 Mr. Robert Ng
 Mr. Jaideep Goswami
 Mr. Bishen Pertab

1.4 ORGANIZATIONAL STRUCTURE

1.5 PRODUCT & SERVIOUS
 Equity
 Derivatives
 Currency
 Mutual Funds
 ETF
 Life Insurance
 General Insurance
 Fixed Deposits / Bonds
 Loans
 Tax
 eLocker
 NPS
1.6 MILESTONNES
The Company was incorporated on March 9, 1995 as ICICI Brokerage Services
Limited, as a public limited company under the Companies Act, 1956, with the RoC. the
Company was granted a certificate for commencement of business dated May 3, 1995.
Subsequently, the name of the Company was changed to ICICI Securities Limited, pursuant to a
special resolution of the Shareholders dated March 12, 2007. The name of the Company was
changed due to the restructuring of operations undertaken by the then holding company, ICICI
Securities Primary Dealership Limited pursuant to the RBI circular dated July 4, 2006. A fresh
certificate of incorporation dated March 26, 2007 was issued by the RoC upon the change in the
name of the Company.
Major Events and Milestones of the Company

The key events in the history of the Company are provided in the table below:

2000- Launched ICICIdirect

2001- Launched online mutual funds platform
2002- Launched derivatives, Direct Link and ‘Buy Today, Sell Tomorrow’
2003- Launched GOI bonds on ICICIdirect
2005- Expanded through ICICIdirect branches
2006- Launched distribution of health and life insurance products
2007- Launched overseas trading services
2008- Launched ‘On-the-move’, a website, Active Trader Services and distribution of online
insurance products
2009- Launched online currency derivatives and private wealth management services
2010- Launched online National Pension System facilities, SIP in equity and ‘F&O @
FingerTips’ on
2010- ICICIdirect ICICIdirect launched ICICI Centre for Financial Learning
2011- Launched life time prepaid brokerage plans, facility for filing income tax returns online,
my ‘GTC’ (good till cancelled) under the equity cash product, Target Investment Plans, online
document storage services and ‘Webetorial’ online tutorial programs
2012- Launched SPAN based margining for futures and options in the derivatives market, eLearn
for stock market entrants, Shares as Margin in the equity segment and equity relationship
services on ICICIdirect
- Relaunched ‘myGTC’ as VTC (‘Valid Till Cancellation’) facilities
- ICICIdirect Centre for Financial Learning launched StockMIND, a nation-wide contest for
college students
2013- Launched inflation indexed national savings securities – cumulative, e-voting facility,
investment advisory services and Flexi Cash facilities on ICICIdirect
2014- Launched equity-linked debentures (structured products), facilities for auto renewal of
SIPs, consolidated portfolio statement, and ‘iGain Brokerage’ on ICICI direct
- Launched CIBIL TransUnion Score and the CIBIL report on ICICIdirect
2015- Launched ‘Insta accounts’ facility, ‘Track and Act’ robo advisory platform and ‘bullet
trade’ facility on ICICIdirect
- Offered sovereign gold bonds
2016- Launched equity advised portfolio services, cloud orders for equity segments, price
improvement orders, VTC (Valid Till Cancel) Future Square off orders, portfolio X-ray reports
2017- Launched investment in AIFs on a private placement basis on ICICIdirect, margin trading
facility, funding of employee stock option schemes, factor based portfolios (developed by
MSCI), overseas trading facility (through a strategic partnership with an online multi-asset
trading and investment platform), ‘multi price order’ in the equity segment
- Introduced ‘live’ notifications on the ICICIdirect mobile application
- Introduced ‘One Click Investment’ for investment in mutual funds on ICICIdirect.com.

1.7 FUTURE PLAN

ICICI Securities plans to launch an IPO worth at least Rs 3,200 crore ($500 million) in February,
subject to approval from the Securities and Exchange Board of India, two persons with
knowledge of the transaction have said.
The investment bank has kicked off investor meetings and is seeking a valuation of close to $5
billion, implying a P/E multiple of 40. Local peers trade in a 20x45x range. Parent ICICI Bank
will be selling 64 million shares in the IPO. Bank of America Merrill Lynch, Citigroup, Citic
CLSA, Edelweiss and IIFL Holdings are the bookrunners.
ICICI Securities offers investment banking, institutional broking, retail broking and private
wealth management services. Over the past year, ICICI Bank has been selling stakes in
subsidiaries such as ICICI Prudential and ICICI Lombard. ( JAN-08-2018)
 CHAPTER-2
INDUSTRY PROFILE
The Financial Sector
Along with the rest of the economy and perhaps even more than the rest, financial
markets in India have witnessed a fundamental transformation in the years since
liberalization. The going has not been smooth all along but the overall effects have been
largely positive.
Over the decades, India’s banking sector has grown steadily in size (in terms of
total deposits) at an average annual growth rate of 18%. There are about 100 commercial
banks in operation with 30 of them state owned, 30 private sector banks and the rest 40
foreign banks. Still dominated by state-owned banks (they account for over 80% of
deposits and assets), the years since liberalization have seen the emergence of new
private sector banks as well as the entry of several new foreign banks. This has resulted
in a much lower concentration ratio in India than in other emerging economies
(Demirgüç-Kunt and Levine 2001 . Competition has clearly increased with the
Herfindahl index (a measure of concentration) for advances and assets dropping by over
28% and about 20% respectively between 1991-1992 and 2000-2001.
Within a decade of its formation, a private bank, the ICICI Bank has become the second
largest in India.
Compared to most Asian countries the Indian banking system has done better in
managing its NPL problem. The “healthy” status of the Indian banking system is in part
due to its high standards in selecting borrowers (in fact, many firms complained about the
stringent standards and lack of sufficient funding), though there is some concern about
“ever-greening” of loans to avoid being categorized as NPLs. In terms of profitability,
Indian banks have also performed well compared to the banking sector in other Asian
economies, as the returns to bank assets and equity.
Private banks are today increasingly displacing nationalized banks from their
positions of pre-eminence. Though the nationalized State Bank of India (SBI) remains the
largest bank in the country by far, new private banks like ICICI Bank, UTI Bank
(recently renamed Axis Bank) and HDFC Bank have emerged as important players in the
retail banking sector. Though spawned by government-backed financial institutions in
each case, they are profit-driven professional enterprises.
The proportion of non-performing assets (NPAs) in the loan portfolios of the
banks is one of the best indicators of the health of the banking sector, which, in turn, is
central to the economic health of the nation the distribution of NPAs
in the different segments of the Indian banking sector for the last few years. Clearly the
foreign banks have the healthiest portfolios and the nationalized banks the worst, but the
downward trend across the board is indeed a positive feature. Also, while there is still
room for improvement, the overall ratios are far from alarming particularly when
compared to some other Asian countries.
While the banking sector has undergone several changes, equity markets have
experienced tumultuous times as well. There is no doubt that the post-reforms era has
witnessed considerably higher average stock market returns in general as compared to before.
Since the beginning of the reforms, “equity culture” has spread across the country
to an extent more than ever before. This trend is clearly visible which shows the ratio of
BSE market capitalization to the GDP. Although GDP itself has risen faster than before,
the long-term growth in equity markets has been significantly higher.
The rise in stock prices (and the associated drop in cost of equity) has been
accompanied by a boom in the amounts raised through new issues – both stocks as well
as debentures – beginning with the reforms and continuing at a high level for over half decade
The ride has not been smooth all along though. At least two major bubbles have
rocked the Indian stock markets since liberalization. The first, coinciding with the initial
reforms, raised questions about the reliability of the equity market institutions. A joint
parliamentary committee investigation and major media attention notwithstanding
another crisis hit the bourses in 1998 and yet again in 2001. Clearly several institutional
problems have played an important role in these recurring crises and they are being fixed
in a reactive rather than pro-active manner. Appropriate monitoring of the bourses
remains a thorny issue and foul play, a feature that is far from absent even in developed
countries, is, unfortunately, still common in India. Consequently, every steep rise in stock
values today instills foreboding in some minds about a possible reversal. Nevertheless,
institutions have doubtless improved and become more transparent over the period. The
time-honored “badla” system of rolling settlements is now gone and derivatives have
firmly established themselves on the Indian scene.
Indeed the introduction and rapid growth of equity derivatives have been one of
the defining changes in the Indian financial sector since liberalization. Notwithstanding
considerable resistance from traditional brokers in Indian exchanges, futures and options
trading began in India at the turn of the centuries. The rapid growth in
the turnover in the NSE derivatives market broken down into different instrument-types.
Evidently futures – both on individual stocks as well as index futures – have been more
popular than options, but the overall growth in less than half a decade has been phenomenal
indeed. Tradable interest rate futures have made their appearance as well but their trading
volume has been negligible and sporadic. Nevertheless, the fixed-income
derivatives section has witnessed considerable growth as well with Interest Rate Swaps
and Forward Rate Agreements being frequently used in inter-bank transactions as well as
for hedging of corporate risks. Similarly currency swaps, forward contracts and currency
options are being increasingly used by Indian companies to hedge currency risk.
Finally the market for corporate control has seen a surge of activity in India in recent
years. The evolution of mergers and acquisitions involving Foreign private equity has
been a major player in this area with inflows of over $2.2 billion in 2006, the largest in
any Asian country.Hence the Financial sector development in developing
countries and emerging markets is part of the private sector development strategy to
stimulate economic growth and reduce poverty .A solid and well-functioning financial
sector is a powerful engine behind economic growth. It generates local savings, which in
turn lead to productive investments in local business. Furthermore, effective banks can
channel international streams of private remittances. The financial sector therefore
provides the rudiments for income-growth and job creation.
2.1 INTERNATIONAL SCENARIO.
Global Scenario for Financial Services
In continental Europe (excluding UK), the concept of a ‘Universal Bank’ had been the undercurrent since
the late nineteenth century, when most of these banks were set up. The term ‘Universal Banking’ meant
the co-existence of commercial banking (lending activity) along with investment banking (investment and
distribution activity).
Their universality was in the sense of harnessing the vast retail customer base that these banks enjoyed to
market security issuances by their investment banking arms. These issues were mostly in the local
markets designated in the local currencies.

The United Kingdom, which is considered as Europe’s largest investment banking market, had its own
structure evolved from history. The oldest merchant bank in London was Barings Brothers which had
played a prominent role in the nineteenth century. Securities distribution was the function of stock-
brokers, secondary market trading was held by jobbers and advisory services were provided by merchant
banks.

The term ‘merchant bank’ was evolved so as to distinguish between commercial banks and those that
provided capital market advice. However, the breaking down of such barriers in 1986 by allowing banks
to own broking outfits led to a consolidation and most of the broking firms got absorbed by larger
diversified entities.

Around the same time, the US too was witnessing the disappearance of distinction between pure broking
entities restricted to secondary markets and investment banking entities involved with the primary
markets. The US investment banks with their integrated global business model entered UK and Europe
and later into Japan.

The introduction of the Euro currency in 1999, helped the US invasion further by neutralizing the local
currency advantages enjoyed by European universal banks. By 2001, the US bulge group garnered 29.7%
of the investment banking fee generated in Europe as compared to 16.3% by the European universal
banks.

Post-1986, the merchant banks and commercial banks in UK could not match up to the US onslaught
which ultimately led to sale of SG Warburg, the leading merchant bank to Swiss Bank Corporation
(which was acquired by UBS later) in 1995. In 1997, Natwest Bank and Barclays Bank exited investment
banking business. Morgan Grenfell, a merchant bank was sold to Deutsche Bank in 1990. UBS Warburg
was born out of merger of UBS and Swiss Bank Corporation which had earlier acquired SG Warburg.
Deutsche Bank acquired Bankers Trust.

The investment banking industry on a global scale is a oligopolistic in nature ranging from the global
leaders to ‘Pure’ investment banks and ‘Boutique’ investment banks. The global leaders consists of 8
investment banks has a global presence and these firms dominate the league tables in key business
segments.
2.2 INDIAN SCENARIO
The growth of financial sector in India at present is nearly 8.5% per year. The rise in
the growth rate suggests the growth of the economy. The financial policies and the
monetary policies are able to sustain a stable growth rate.
The reforms pertaining to the monetary policies and the macro economic policies over
the last few years has influenced the Indian economy to the core. The major step towards
opening up of the financial market further was the nullification of the regulations
restricting the growth of the financial sector in India. To maintain such a growth for a long term
the inflation has to come down further.
The financial sector in India had an overall growth of 15%, which has exhibited stability
over the last few years although several other markets across the Asian region were
going through a turmoil. The development of the system pertaining to the financial
sector was the key to the growth of the same. With the opening of the financial market
variety of products and services were introduced to suit the need of the customer. The
Reserve Bank of India (RBI) played a dynamic role in the growth of the financial sector of India.
The growth of financial sector in India was due to the development in sectors
Growth of the banking sector in India
The banking system in India is the most extensive. The total asset value of the entire
banking sector in India is nearly US$ 270 billion. The total deposits is nearly US$ 220
billion. Banking sector in India has been transformed completely. Presently the latest
inclusions such as Internet banking and Core banking have made banking operations
more user friendly and easy

Growth of the Capital Market in India

The ratio of the transaction was increased with the share ratio and deposit system
The removal of the pliable but ill-used forward trading mechanism
The introduction of infotech systems in the National Stock Exchange (NSE) in
order to cater to the various investors in different locations
Privatization of stock exchanges
Growth in the Insurance sector in India
With the opening of the market, foreign and private Indian players are keen to convert
untapped market potential into opportunities by providing tailor-made products.
The insurance market is filled up with new players which has led to the introduction
of several innovative insurance based products, value add-ons, and services. Many
foreign companies have also entered the arena such as Tokyo Marine, Aviva, Allianz,
Lombard General, AMP, New York Life, Standard Life, AIG, and Sun Life.
The competition among the companies has led to aggressive marketing, and
distribution techniques.
The active part of the Insurance Regulatory and Development Authority (IRDA) as a
regulatory body has provided to the development of the sector.
Growth of the Venture Capital market in India
· The venture capital sector in India is one of the most active in the financial
sector inspite of the hindrances by the external set up.
FUTURE OF FINANCE SECTOR:-
The financial sector has witnessed changes in many respects. Banking has seen many
changes in the last two decades, as has the mutual fund business. During the first three
decades after independence, the financial sector and changes in it were largely
dominated by SBI, IDBI, IFCI, UTI, ICICI, and LIC but the last two decades saw a
significant contribution by many other players, smaller in size, but faster on their feet.
Each one of these large players was created with very specific mandates, but with sectorwide
responsibilities. For example formation of SBI was the result of the Rural Credit
Survey Committee recommendation to create an entity that among other things, would
help the government in stimulating banking in the entire country. Similarly, the UTI was
created in 1964 with the explicit objective of stimulating investment in the stock market.
In other words, these organizations were created with specific purposes and a vision for
the future. They have significantly served the purposes that drove them all these years,
and delivered on the agenda set for them. The present day financial sector has been built
on the achievements of these organizations. However, in the last few years, we see
organisations like SBI and UTI endeavoring to compete with every player in the market.
As a consequence, these organisations are trying to become everything to everybody.
The negative image associated with a public enterprise has only added to their attempt to
emulate private enterprise behavior. Survival has become the objective of these pioneers.
In sum, these organisations are fast losing their initial identity without gaining a new
one! These organisations are trying to respond by tinkering with their organisation
design or by changing the ownership pattern. Such interventions are likely to be
inappropriate given the status of these organisations. A comprehensive relook at the
existence of these organisations is an imperative. They will have to introspect on their
relevance in the present context. For example, SBI will have to contemplate on the role it
can play in the market given the state of the market today and a desirable state in the
future. Similarly, UTI may have to examine its role in the mutual fund sector.
Organisations, which have played defining roles in economies, have often found
themselves at such crossroads because they reach there first. The genius of the
organisation is in identifying the moment as such and in reinventing itself to play a
similar pivotal role again although in a different context. AT&T was one such
organisation, which during the early seventies went through an elaborate exercise of
reinventing itself for the future state of communications business that it envisioned. The
task was not just about being prepared for the future but about preparing to shape the
future of the industry.

The major players of the financial markets in India will have to do

something similar; they need to envision the desirable future state of the market and
define their role in shaping the future. This would mean playing a pioneering role once
again in a new context; any other role would probably be insignificant for these
organisations. The finance ministry as the de facto owner of these organisations needs to
encourage their managements to undertake this critical task immediately.
 CHAPTER-3
DEPARTMENT PROFILES

3.1 HR DEPARTMENT

3.1.1 DEPARTMENT HEAD AND EMPLOYEES

Human Resource Management is one of the most important functional areas in the company. As
we know even with latest technology, equipment’s and bestproduct in the market, we fail to be utilized
due to insufficient human force. In order to eradicate insufficient human force, H.R.M has become one
of the most important aspectsof the company.The word “H.R.M”Signifies management of human
resource, making proper development when and where required. Previously it was known as Personnel
Department withlimited scope of recruiting the human forcebut as the time passed the value of Manual
intervention has increased.One of the world famous entrepreneur Mr. Henry Ford had said,“You
manage your men and your men will manage all other things”.
Todaythis concept has been accepted by most of the MNC’s working in India as well asall over in
the world.H.R.M. consists of all activities related to human. It indulge in vast areas likerecruitment,
selection, placement, induction, training, development, promotion, transfer, demotion, wage, salary
etc… These all aspects are very crucial for a company’sgrowth. Coming to service,human force is most
important Phantom to make its sale in India. ICICI being a service providingcompany, having more
concerned with the human force is India‘s no. 1privateBanking with large number of employees. The
ICICI has following strategies towardsthe human resource.
Organizationis a group of people working together co-operatively under authority towards
achieving goals and objectives that mutually benefit both, organization andemployees. There is a
specific flow of authority and responsibility from top to bottom.This is defining who is responsible to
whom. This is known as organizationalstructure of the company. The organizational structure helps in
better managementand control over the activities.

The mainfunctions of organizational structureare as follow. Task accomplishment Delegation of Authority,

Proper span of supervision, Proper communicational channel, above all functions are performed
through organizational structure of the company.The structure helps to achieve the organization‘s goal
more effectively and efficiently.
3.1.2 PROFILE OF THE DEPARTMENT
Human Resource Management is one of the most important functional areas of any
company. As we know ―Even if we have latest technology, equipments and best
product in the market, but do not have proper human force to make effective
utilization , it is in vain.‖ So H.R.M. has become one of the most important aspects
of any company.
H.R.M. means management of human resource, making their proper development as and when
required. Previously it was known as ―Personnel Department.
It had a limited scope of recruiting the human force as and when required, but as the time has
passed the value of ―Human‖ has increased. Now management is considering the human as
human and not a factor of production.
H.R.M. consists of all the activities related with the human. It includes the areas like recruitment,
selection, placement, induction, training, development, promotion, transfer, demotion, wage and
salary etc… This all aspects are very crucial aspect for any company as its main input is human
in any production or service industry.
For a service providing company its work force is most important as they are
“tengiblising the intangible service to make its sale.‖ ICICI being a service providing
company is having more concerned with the human force. ICICI is India‘s no. 1 private
Bank and has large number of employees. The ICICI has following strategies towardsthe human
resource.
3.1.2.1 HUMAN RESOURCE PLANNING
Mean making planning about human resource. It includes managing human force and making
arrangement for future need also, so that proper employment is maintained. HR manager need to
estimate future need and arrange for suitable candidate when needed. HRP is defined by many
authors in different ways.
RECRUITMENT RESOURCES
According to YODER, ―Recruitment is a process to discover the sources of
manpower to meet the requirement of the staffing schedule and to employ effective
measures for attracting that manpower in adequate number to facilitate effective
selection of an efficient working force.‖
ICICI Securities has two recruitment resources.
 Internal resource
 External resource

Internal resources:-
Internal recruitment means filling the vacancy by existing employees. It includes shuffling of
employees by transfer, promotion, demotion etc. In ICICI Securities post of AUM and UM are
filled by promotion given to trainees and AUM respectively.
External resources:-
External recruitment means recruiting a person from out side. This is used mainly fortrainees. They are
supposed to have minimum education of graduation. Even studentsof college are selected by AUM as
trainees who have good communicational skill andwant to get marketing experience. Mainly local
advertisement is given to fill up theplace of trainees.
Some external resource are,

 Colleges / campus recruitment

 Press advertisement
 TV advertisement
 Employment agencies

3.1.3 DEPARTMENT STRUCTURE

‘Organization’ is a group of people working together co-operatively under ‘authority’
Towards achieving goals and objectives that mutually benefit both, organization and employees.
There is a specific flow of authority and responsibility from top to bottom.
This is defining ―who is responsible to whom.‖ This is known as organizationalStructure of the
company. The organizational structure helps in better management and control over the
activities

COUNTRY HEAD (HR)

COMPENSATION & BENEFITS &PRP

TALENT MANAGEMENT

STRATEGY & SOURCING

HR (WEST ,NORTH,EAST AND SOUTH ZONE)

HRIS

PAYROLL

ADMININISTRATIONS
This organization structure is for Kilpuk branch. The structure remains the same for other branch
also. The regional head is appointed per state and unit manager is appointed per district. If
needed there can be more than one unit manager in one district. Assistant unit manager are
appointed per branch. AUM appoints number of trainees as per requirement in the market.
3.1.4 ROLES & RESPONSIBILITIES

 To provide HR Business support to all Business Partners and functional heads through
manpower planning, talent acquisition, talent management, people engagement, people
cost management.

 Responsible for entire gamut of HR for Mumbai region from sourcing, selection,
induction, on boarding, engagement to exit.

 To design, deploy & maintain the recruitment process in accordance with need of the
Business through various channels like Campus Recruitment, Advertisement Walk-ins,
Job Fairs, Consultant Panels, employee referral and Job Postings.

 To ensure smooth on-boarding of new employee and provide appropriate training.

Actively partnering with Business for enhancing employee performance & productivity,
identifying training needs and capability building. To identify key talent within the
organization, plan succession path and drive the same.

 Vendor Management Planning, budgeting & executing all employee engagement

initiatives across the region.

 Training & Development Initiatives.

Visiting Branches on a regular basis for employee interaction & resolution of issues &
employee grievances

3.1.5 ACHIVEMENTS OF THE DEPARTMENT

 New & Enhanced Human Resources Website.
 New Responsibility for the AAP and EEO.
 Overtime Guidelines Transition per US Department of Labour (DOL).
 Professional Development Training.
 Annual Compliance Training.
 Faculty Recruitment – Hire Touch.
 Initiated Cost Savings - Staff Position Postings.
 Simplified Adjunct Contract Process.
Trekking Club:-
ICICI bank is encouraging the employees to go for new challenges. In the same cause it arranges
the trekking for the employees. Trekking means to find a new trek. It develops the
decision making and ability to handle a new situation. This provides opportunity to employees to
be physically and mentally fit and strong. It also connects employees to the nature. ICICI Bank
organizes an annual trek to make employees satisfied as they get chance to visit a place and joy
of trekking.

Photography Club:-
ICICI has a photography club in which all the interested employees get the opportunity to learn
from experts all about photography techniques, camera handling, film developing and camera
care. The club organizes contests with exciting prizes to win. This encourages hobby
development and sense of being counted as a family member to the employees.
Saturday Kids Club:-
For the children of our employees, a place to learn, unwind and have lots of fun. This allows
development of the children.
Health Services:-
The company provides a comprehensive medical plan with an on-site doctor and dietician.
Discount offers / schemes:-
Corporate discounts on stuff ranging from washing machines, PCs, and CDs round the year.
Holiday Homes:-
ICICI securities have holiday homes in the better-known vacation spots all over the country.
Scholarship Schemes:-
For the children of our employees, so that they may grow to reach new heights.
Organizational Excellence:-
The Organizational excellence group, headed by a senior General Manager, Who reports to
Managing Director & CEO, is engaged in institutionalizing quality across the Bank by building
skills and capabilities in various quality frameworks. The group has evolved a holistic workplace
transformation model by integration various quality methodologies such as five S and Six Sigma.
The group has been instrumental in facilitating enterprise-wide deployment of Five S and is
currently catalyzing the development of quality processes across the Bank. The group works with
business units to leverage quality for business improvements. The group also supports other
ICICI group companies in their quality initiatives.
Community Development:-
ICICI’s social initiatives are designed to improve the capabilities of the poorest of the poor to
participate in the larger economy. They believe that optimizing child health in the early years,
providing universal elementary education and maximizing access to micro financial services are
critical for facilitating effective participation. ICICI Bank's social sector initiatives aim to resolve
some of the most fundamental developmental problems facing India today. Our involvement is
primarily in terms of non-commercial support to fill knowledge and practice gaps in specific
areas like Early Child Health, Elementary Education and Micro Financial
Services.www.ICICIsocialinitiatives.org is an interactive platform that seeks to bring together
participants in the development process to widen and deepen the discourse informing
development practice. Interactive features include discussion boards and facilities to post papers,
articles or other resources. Publish research related to innovations and significant problems
within the identified thematic areas. Enable online application for funding
Early Child Health:-
In fiscal 2005, ICICI collaborated with DHAN Foundation, an NGO in Tamil Nadu, with
federated self-help groups (SHGs) and a robust micro finance programme to examine whether;
(a) SHGs provide an effective mechanism for improving health outcomes through community-
based and participatory behavioural change communication‘.
(b) SHGs can mobilize communities and interface with local institutions to activate the public
health system.(c) Innovative integration of microfinance and health care interventions can reduce
health care expenditure.
Additionally, ICICI participated in planning for and developing a community based health
worker programme for the state of Jharkhand based on the learning derived from an operations
research project funded by them in two blocks of Ranchi district. ICICI also consolidated their
efforts to improve health of newborn infants in the city of Mumbai through health system reform
and community action.
Elementary Education:-
ICICI believe that education is a basic capacity required by every individual to critically
participate in social, political and economic processes and avails of opportunities to acquire
additional advanced skills throughout life. The aim of their work in elementary education is to
maximize the number of 14 years olds who have a basic level of education. During fiscal 2005,
ICICI explored issues influencing the quality of education received by poor children in urban
areas, undertook initiatives to collect data on student learning and supported resource
organizations working in the area of early childhood education. Further in continuation of their
strategy to strengthen of Delhi, Madhya Pradesh and Rajasthan. In addition, they consolidated
their initiative with State Council of Educational Research and Training, Chhattisgarh for
development and testing of curricula and textbooks and other capacity building measures.
Micro Financial Services:-
ICICI‘s initiative in the area of micro financial services seek to ensure that all individuals,
especially the poorest, have access to financial services. Their work in this area is to ensure
universal access to financial services and develop a comprehensive suite to financial services. in
particular , they are investing in training facilities for the creation and strengthening of micro
finance institutions
( MFIs) as also working towards addressing constraints such as lack of capital and non-
availability of suitable IT solutions. During Fiscal 2005, ICICI made rapid strides in developing
several products, including savings, investments, pensions, remittances and insurance (life and
non-life, including weather, cattle and health insurance). These products are in varying stage of
development. A comprehensive health insurance has already been introduced through ICICI
Lombard General Insurance Company for the poor in Anekal Taluka in Karnataka. The product
insures 60,000 lives as provides cashless treatment for 1,600 surgeries, in-patient and outpatient
care at a premium of Rs. 120-180 per person per annum. The product is being replicated in
Manipal. Similarly, the weather insurance product has also been successfully adopted by various
states in India. ICICI is now in the process of designing a weather insurance product for the
landless poor to cover loss of work due to adverse weather conditions.
 3.2 FINANCE DEPARTMENT
The part of an organization that manages its money. The business functions of a finance
department typically include planning, organizing, auditing, accounting for and controlling its
company's finances. The finance department also usually produces the company's financial
statements.

3.2.1 DEPARTMENT HEAD &EMPLOYEES

Finance is one of the most crucial aspects for any company or business. The finance is needed at
all ventures. ICICI being bank finance is inevitable aspect for the bank. Before 1980 A.D. the
function of financial manager was to just manage the inflow of cash whenever needed by the
company. But now the scenario has changed. Finance is like lifeblood in any organization. It is
very difficult to run business without enough procurement of finance in current scenario.
According to
Phillipatus Financial Management is concerned with the managerial decisions that result in the
acquisition and financing of long-term and short-term Credits for the firm. The Financial
Management is mainly concerned with the proper management of funds. The finance manager
must see that the funds are procured in a manner that risk, cost and control considerations are
properly balanced in a given situation and there is optimum utilization of funds.

The financial manager is having mainly three aspects to manage.

Finance function.
Investment function.
Dividend function.

1. Finance function.
In finance function the manager has to estimate the financial need of the company and then try
to satisfy it in most efficient and effective way. I.e. To get the money as and when needed.

Investment function.
In investment decision manager is performing the task of evaluating the project and selecting
the most profitable project for the company. Here the selection is done onthe bases of the company‘s
priority.

3. Dividend decision.
The company is managed by professionals now a day. The real owners of the company are the
shareholders. Profit of the company is given to shareholders in form of dividend. Management takes the
decision how much profit to pay as dividend and how much to retain.
3.2.2 PROFILE OF THE DEPARTMENT
The financial sector witnessed significant developments during fiscal 2005. Credit growth
strengthened with an increase in industrial activity. Non-food credit increased by 29.1%
in fiscal 2005 compared to 18.5% in fiscal 2004.
Based on the data published by RBI, the industrial sector is estimated to have accounted
for 27.0% of credit growth in fiscal 2005 as compared to 16% in fiscal 2004. The
contribution of retail credit growth to overall credit growth was the largest at 42 % of total
non-food credit. The credit-Deposit ratio increased from about 56% in April 2004 and
stood at about 60% from November 2004 onwards. The incremental credit deposit ratio,
excluding the impact of conversion of IDBI into a bank, was about 100% in March2005
compared to about 60% at the beginning of the year. Deposit grew by Rs.2, 285.26
billion, or 14.5%, in fiscal 2005 compared to 16.2% in fiscal 2004. The average yield on
10-year government securities increased from 5.5%in fiscal 2004 to 6.2% in fiscal 2005.
In response to the hike in CRR and the reverse
repo rate in the RBI‘s mid-year review, in November 2004, banks increased their
benchmark prime lending and deposit rates. Growth in both the life and non-life insurance
markets was significant. First year premium underwritten in the life insurance
sector recorded a growth of 35.7% to ReachRest. 253.43 billion in fiscal 2005 with the
private sector‘s market shareincreasing from 13.0% in fiscal 2004 to 21.9% in
fiscal 2005.Gross premium in the non-life insurance sector grew by 12.8% to Rs. 180.95
billionin fiscal 2005 with the private sector‘s market share increasing from 14.1% in
fiscal2004 to 19.6% in fiscal 2005.Total asset under management of mutual funds grew
by 7.2% from Rs. 1,396.16billion at March 31, 2004 to Rs. 1496.00 billion at March 31,
2005.The banking sector witnessed several important regulatory developments. In
June2004, guidelines on capital for market risk were issued. Under this, banks would be
requiredto maintain a capital charge for market risk in respect of their trading and
available for sale investment portfolios.RBI has issued draft guidelines for the
implementation of the revised capital adequacyframework of the Basel Committee. These
are to be effective from fiscal 2007 andprescribe a 75.0% weight for retail credit
exposure, rating based differential risk weights for other credit exposure and a capital
charge for operational risk.A roadmap for presence of foreign banks in India has also been
outlined. Initially, foreign banks are allowed entry only in private sector banks identified
by RBI for restructuring in which acquisition is allowed in a phased manner. On February
28,2005, RBI released guidelines on ownership and governance in private sector banks.
The Indian financial sector is rapidly moving towards international benchmarks. Progress
in direction of increasing efficiency, transparency and dynamism in the system has been
rapid. Given the rapid growth prospects in India, the financial sector has a crucial role to
play in the development of the economy. Board based reforms have made the banking
sector competitive and have positioned it well to support sustainable growth in a fast
growing economy. The strength of the bank has been its diversification into various
businesses. It covers almost all the financial arrears. Recently, it entered into the
commodity market in big way. It has also tasted success with its branchless banking
model.
Capitalization means total capital of a company. Capital structure means how accompany
gathers its total capital. ICICI Securitiesis part of ICICI Bank. It doesn‘thave its own
capital structure and capitalization. Capitalization and capital structure of ICICI Bank as a
whole is as given below.Capitalization means total amount of a Company‘s capital or
total value of capital. It’s the sum of owners capital + loan + retained earnings of
business.

Gerston Bery defines capitalization as ―the total accounting value of all the
Capitalregularly employed in the business‖.

Capital Structure:
The capital structure of business should be such that, which helps to achieve the
objectives of finance department. The capital structure should be examined from the view
point of the impact of the value of the firm. It can be legitimately expected that if the
capital structure decision affects the total value of the firm, a firm should select such
Capital structure, which will maximize shareholders wealth. Such type of capital structure
is called as OPTIMUM CAPITAL STRUCTURE (OCS). O.C.S. may be defined as the
capital structure, which is in the combination of debts and equity that leads to the
maximum value of the firm.
According to Gerstenberg, Capital structure refers to the makeup offirm‘capitalization‖.
Means it represents the mix of different sources of long
-term funds such as equity shares, preference shares, long-term loans, retained earnings
etc.
MANAGEMENT OF FIXED ASSETS

The fixed assets are distinguished from the current assets on the basis of length of their
physical and economic life, their convertibility into cash, the place they occupying the
business cycle. Thus, fixed assets are permanent in nature and not easily converted into
cash. Huge firms are required to invest in fixed assets, for long period and if any mistake
made in evaluating investment proposals, must be shown by the finance manager in
evaluating investment proposal. These fixed assets have fixed cost burden, therefore
operating and financial efficiency of the firm have direct bearing upon it.

There are two types of fixed assets:

1.Tangible assets
2.Intangible assets

1)Tangible assets include

Land, building, machinery, plants, etc.
2) Intangible assets includes

Goodwill, patent, trademark, etc., there are various aspects the manager should keep in
mind while preparing plan for fixed assets.
These are as under:-
Time of acquisition of fixed assets:
Evaluation of capital project Physical and economical life of project Method of
purchasing of fixed assets Unit of investment in fixed assets Regular records of each
assets Rate of depreciation on fixed assets Plant maintenance.

Replacement policy:
Capital Budgeting is the process of planning expenditure for assets, the return on which
are expected to continue beyond one year. The investment of funds requires a number of
decisions to be taken in a situation in which funds are invested and benefits are expected
over a long period. The finance manager of concern has to decide about the asset
composition of the firm. The assets of the firm are broadly classified into category wise.
Fixed and Current. The aspect of taking the financial decision with regard to fixed assets
is known as capital budgeting. The term capital budgeting means planning for capital
assets. The capital budgeting decision means a decision as to whether or not money
should be invested in long termprojects.There are so many methods available for taking
decisions of capital budgeting someof are as given below.
1). Payback period method.
2). The net present value method.
3). Profitability index.
4). Average rate of return method.
5). Internal rate of return method.

One of the most important areas in the day to day management of the organization isthe
management of working capital. Working capital management is the functional area of
finance that covers the entire current accounts. Working capital refers to the funds
invested in current assets, i.e. investment in inventories, sundry debtors, cash and bank
balances etc. Current assets are essential to use fixed assets profitably. Working capital
requirement is one of the important criteria in every organization proper concentration
would always beneficial for organization. The following are the main.
Factors which should be taken into consideration while determining the requirement of
working capital.
1). Production policies.
2). Nature of Business.
3). Credit policy.
4). Inventory policy.
5). Market Conditions.
6). Conditions of supply.
7). Growth and expansion.
8). Level of Taxes.
9). Dividend Policy.
10).Price Level Changes.

Concept of working capital:

1. Gross Working Capital

The firm‘s gross working capital refers to total current assets of the firm. Current assets
are that which can be converted into cash within accounting year or a short period. These
assets should be more than current liabilities.

2. Net Working Capital

The term Net Working Capital refers to difference between current assets and current
liabilities. It guides the financial manager about the liquidity position of the firm. The
goal of Working capital management is to manage current assets and current liabilities in
such a way, that an acceptable level of Net working capital is maintained.
3.2.3 DEPARTMENT STRUCTURE

COUNTRY HEAD

REGIONAL HEAD

BRANCH MANAGER

TRANIEE

3.2.4 ROLES AND RESPONSIBILITIES

The contributions of finance department ICICI securities and how these contributions positively
affect organisational performance will greatly depend on factors such as the extent to which the
owner or manager is involved in his company. The roles and responsibilities of a finance
department include but are not limited to:

a. Book keeping:-

This is the most basic function of the finance department. It involves the day-to-day
recording, analysis and interpretation of a company’s financial transactions. This will include the
tracking of all expenses (purchases, payments etc.) and sales of finished products. In some start
up companies, this role is often carried out by a bookkeeper who might be replaced by more
specialized payables and receivables clerks as the company grows or expands its operations
b. Management of Company’s Cash Flow:-

It is the duty of the finance department to manage all cash flows into and out of a
company and ensure that there are enough funds available to meet the day-to-day running of the
company. This area also encompasses the credit and collections policies for the company’s
customers, to ensure that vendors and creditors are paid correctly and on time; and that the
company is also paid correctly and as when due.
Budgets and forecasting

c. Budget and Forecasting:-

In this function, the finance department works with managers to prepare the company’s
budgets and forecasts and also give feedback with regards to the financial standing of the
company. This information can be used to fulfil the cash needs of each department, Plan
Company staffing levels, plan asset purchase and expansions at minimum cost before they
become necessary. The finance department can also use past records from respective
departments to make better budget and forecast over long-term and short-term time horizons.

d. Advising and Sourcing Longer-Term Financing:-

It is the duty of the finance department to advise companies on the best financing mix
that could yield the company the best profit and also help them source longer-term financing at
the lowest cost such that there is a profit level of liquidity. Some of the many varied paths a
company can source funds to finance their business as discussed in one of our articles “10 Most
Common Ways to Finance Your Business” include bank credit or private lender debt or, share
issues to private investors (where applicable).

e. Management of Taxes:-
Apart from analyzing and selecting new investments, it is also the duty of the finance
department to manage company’s existing assets. The finance department should be concerned
with current assets apart from fixed assets. The company’s working capital needs to be managed
efficiently in such a way as to maximize profitability relative to the amount of funds tied up
since it has more implication on the firm liquidity than its fixed asset.
g. Financial Reporting and analysis:-
Financial reporting and analysis is the function that takes raw accounting entries and
transforms them into meaningful, usable and comparable financial statements. The finance
department contributes to organizational growth by measuring and reporting on regular bases,
key numbers that are vital to the success of the company. This will likely include a summary of
all funding sources, expenditures and reserves available for future use (excluding those already
committed and budgeted for current period) some non-financial information. And are usually
communicated to managers in a logical and understandable format.

h. Assist managers in making key strategic decisions:-

The finance department provides company management with information necessary to
make strategic decisions such as which markets or projects to pursue, the payback periods for
large capital purchases, decision on what should be given out as dividend out of the company’s
earnings and what to plough back into the business, the best financing mix that could yield the
company the nest profit, decision on how to allocate funds to investment etc., thus, making sure
that money is being used in the best way.

3.2.5 ACHIEVEEMNTS OF THE DEPARTMENT

Winning is a habit that is assiduously cultivated at ICICI Securities Limited (i-SEC). Be
it deals, mandates or awards, we manage them all in our quite and efficient way. For us winning
awards is a matter of pride and honour. Each new award is a manifestation of our hard work
and commitment to our clients. Since inception, i-SEC’s expertise has been time and again
widely recognized by both domestic and international agencies. Our Fixed Income team for the
last two years (CY 2004 and 2005) has been adjudged the “Best Bond House” in India by both
Asia money and Finance Asia. The equities team was adjudged the ‘Best Indian Brokerage
House-2003’ by Asia money. The Corporate Finance team, according to Bloomberg topped the
M&A league tables.
3.2.6 BALANCE SHEET
 3.3 MARKETING DEPARTMENT
As we know today in this competitive era marketing plays an important role for
anybusiness to be with the market. As each and every small business should know skill
of marketing as it is one of the most important part of management. So for everycompany
it is important to have separate marketing department. We can definemarketing as an
activity of satisfying human need by process of exchanging goodsand services from
producer to consumers. The success of organization depends uponthe marketing
activity.Marketing involves activities related to the products. The activity which are
doneto satisfy customer need in better way, it includes activities such
advertising,publicity, marketing research, distribution of products and services, sales
promotionefforts etc. in ICICI Securities at main branch Rajkot the marketing of its
product isdone by the AUM & UM and schemes provided by the company

3.3.1 DEPARTMENT HEAD & EMPLOYEES

 Country Head (Mr.Kartikeyan)
 Regional Head (Mr.Ashish Rathor)
 Unit Head (Mr.Ronak Thakkar)
 Assistant Unit Manager (Mr.Jayesh Vasani)

3.3.2 PROFILE OF THE DEPARTMENT

As we know today in this competitive era marketing plays an important role for any
business to be with the market. As each and every small business should know skill
of marketing as it is one of the most important part of management. So for every company
it is important to have separate marketing department. Can define marketing as an activity
of one of the largest we human need by process of exchanging goods and services from
producer to consumers. The success of organization depends upon the marketing activity.
Marketing involves activities related to the products. The activity which are done to
satisfy customer need in better way, it includes activities such advertising, publicity,
marketing research, distribution of products and services, sales promotion efforts etc. in
ICICI Securities at main branch Rajkot the marketing of its product is done by the AUM
& UM and schemes provided by the company.

Marketing department consist of different persons with their unique position. Each and
every company has its own marketing department. Marketing organization is consisting of
people, activity, authority, responsibility and relationship for the purpose of achieving
marketing objectives.
ICICI Securities at KILPUK branch is working at lower level means it is not a big
company and so it does not have its own different marketing department. Here ICICI
 Securities Head office is making the policy related to marketing and the branch is
following that policy.
ICICI Securities is having a simple organizational structure. As the structure is simple the
authority and responsibility is also clearly defined and smooth working of the
organization is possible. This structure is really helpful for the company to introduce any
new product as a clear communicational channel is existing in the company.

ICICI Securities is mainly dealing with share, stock, government bond, mutual fundand
IPO (initial public offer). ICICI Securities is providing mainly three type of product with
different facilities. The core product of ICICI Securities is demataccount. ICICI Securities
is providing the core product with extra service of onlineshare trading to its customer as
per their requirement.
There are three type of account in ICICI Securities. They are as follow:
1. Simple demat account
2. Wise investment
3. Direct.com

1. Simple Demat Account:-

The simple demat account is the most simple form of ICICI Securities product. It gives a
demat account to account holder. The customer can purchase and sell the share,
government bond, and debenture. In this account the customer is suppose to deal in share
market with the help of broker. Following are the regulatory aspects of simple demat
account. Customer can deal only with help of broker. No online share trading is allowed.
Account opining charge is Rs. 750If customer does not have saving account in
ICICI Bank then he or she has to deposit Rs.5000 in the bank. Statement of demat account
is given free of cost to the customer perquarter and if he or she wants monthly statement
than Rs. 200 is charge per annum.

Charges:
 Account opening charge is Rs. 750Per purchase
 customer has to pay 0.02% of the amount of purchase.
 Minimum Rs. 20Per sale customer has to pay 0.04% of the amount of sale.
 Minimum Rs.20Maintains charge of demat account is Rs. 350 per annum.
 Script maintains charge 0.75 paisa per script per month.
 Trade rejection charge is Rs. 50 per transaction rejected.

Limitation:
 Online share trading is not available.
 Transaction speed is very low compare to online share trading.
 Other competitors are providing the same service at lower rate.
 2. Wise Investment Account:-

The Wise Investment Account is some what advanced version of simple demataccount.
This account gives the customer the freedom of doing online trading inGovernment
bonds, Initial Public Offers and Mutual funds. Again here the maintrading system is
through the broker only.

Charges:
 Account opining charge is Rs. 500
 Per sale customer has to pay 0.04% of the amount of sale.
 Minimum Rs.20Maintains charge of demat account is Rs. 350 per annum.
 Script maintains charge 0.75 paisa per script per month.
 Trade rejection charge is Rs. 50 per transaction rejected.
 A saving account in ICICI BANK is necessary.

Limitation:
 Online trading in equity is not allowed.
 Transaction time is longer than online trading.Portfolio is managed by broker, not
by our self.
 Unnecessary investment of Rs 5000 as balance in saving account.

3. Direct.com:

The most advanced version of share trading is ―Direct.com‖. It allows the trading
through internet and gives totally paperless work. It is the most effective way of doingthe
share
trading. ―Direct.com‖ allows the customer to work at his own. Means it
removes the broker and a terminal is given in hand of customer.
Charges:
Rs. 750 is taken as lifetime registration charge for using
 ICICI DIRECT.COM.

Rs 5000 are to be maintained as quarterly average balance in savingaccount.

The brokerage is taken on TURNOVER of three month. As the turnoverincrease,
brokerage rate comes down. The rate varies from 0.75 paisa to0.25 paisa.

Limitation:

 High brokerage for lower turnover.

3.3.3 DEPARTMENT STRUCTURE

Marketing department consist of different persons with their unique position. Each and every
company has its own marketing department. Marketing organization is consisting of people,
activity, authority, responsibility and relationship for the purpose of achieving marketing
objectives. ICICI Securities at Rajkot main branch is working at lower level means it is not a big
company and so it does not have its own different marketing department. Here ICICI Securities
Bombay is making the policy related to marketing and the branch is following that policy. ICICI
Securities is having a simple organizational structure. As the structure is simple the authority and
responsibility is also clearly defined and smooth working of the organization is possible. This
structure is really helpful for the company to introduce any new product as a clear
communicational channel is existing in the company.
 COUNTRY HEAD

REGIONAL HEAD

BRANCH MANAGER

ASSISTANT RELATIONSHIP MANAGER

TRAINEES

3.3.4 ROLES AND RESPONSIBILITY

 To Promote all the product line of ICICI Prudential Mutual fund.

 To up sell ICICI Prudential Mutual fund products to Retail/HNI Clients of ICICI

Securities.

 To generate fresh leads and acquire clients through reference to shore up the clientele.

 To achieve sales and revenue targets spread across product mix.

 To achieve the business targets assigned in terms of up selling ICICI Prudential mutual
fund products enhancing and upgrading the client Net worth relationships
 Profiling customers and provide Investment Plan & financial advise to the client/HNI
Clients.
 Ensuring the highest levels of service to the client/HNI Clients.

 One point of contact for the assigned client.

 To execute monthly sales plan to acquire HNI/UHNI clients and ensure regular contact
with all mapped clients through regular weekly/monthly calls.

 Will be involved into Relationship Building & Management with the customer for Sales
& Services of Financial Products of ICICI group. [Eg. Online Trading Account, Life
Insurance, Mutual Funds, Investment Advisory, Wealth Management]

 To manage customers in the branch or through client visits & provide Financial /
Investment Advisory, Develop new relations through referencing & other sources.
 To generate leads and act as a productive resource by meeting targets thereby ensuring
the fulfillment of budgetary expectations of the organization.

The Marketing Department plays a vital role in promoting the business and mission of
an organization. It serves as the face of the company, coordinating and producing all
materials representing the business. It is the Marketing Department's job to reach out to
prospects, customers, investors or the community, while creating an overarching image
that represents the company in a positive light.

 Conducting campaign management for marketing initiatives: Marketing proactively

identifies the products and services to focus on over the course of the sales cycle, and
then produces materials and communications that get the word out.

 Producing marketing and promotional materials: Creates the materials that describe
and promote the core products or services which has to be kept up-to-date as those
products and services evolve.
 Monitoring and managing social media: Marketing should contribute to, manage and
maintain the social media pages. It should also manage accounts and carefully watch
what’s being posted in online.
 Conducting customer and market research. Research helps to define target markets
and opportunities and helps to understand how the company’s products and services are
perceived.
 3.3.5 ACHIEVEMENTS OF THE DEPARTMENT

 In year 2003 -04 IC IC I Bank developed in the business of the bank,

IC IC I Bank has surpassed HDFC Bank, a major player in the home loan market. It
has a market share of about 27% of the total market of Rs.500, 000 cr.
 The Muthoot Group, non-banking financing companies, has signed a memorandum
of understanding with ICICI Lombard, a subsidiary of ICICI bank, to enter into the
general insurance distribution market.
 In September 2004, Mutual Funds increased their holdings in ICICI Bank.The major
investors being Franklin Templeton, UTI Mutual Fund and HDFC Mutual Fund.
 ICICI has launched the ―Easy Deposit Card which charges an interest of 0.99%
per month, the lowest of the interest rates charged by any bank. The card is issued against
a fixed deposit, which effectively makes it secured loan. This sets it apart from the
regular credit cards, which take the form of unsecured credit. In September 20 ICICI
bank initiated talks with private equity investors and foreign banks to sell its20.44% stake
in Federal Bank. The bank has increased its international presence by inaugurating a
representative branch in Dhaka in August 2004. The Dhaka office would facilitate the
trade relationship between the two countries and enable the bank to increase
its participation in India‘s financial transactions with Bangladesh. At that, time
bank launched a powerful banking service package, called ―Hello Canada New comers
Account designed to provide instant access to banking services in Canada to Indians
migrating to that country. ICICI Bank has launched an interactive mobile banking service
in India in association with India‘s largest mobile service provider, Reliance Infocomm.
 The growth in net interest income was due to the fall in interest expenses. Another strong
reason for the profits of the bank is its strong advance in the retail busines
 CHAPTER 4
OBSERVATION AND LEARNING
4.1 OBSERVATION FORM MARKETING
DEPARTMENT
Market observation should be done with the purpose of understanding the existing customers. It
has to reveal what influences customers’ buying decisions, their values, what they enjoy most
and source influence on their buying habits. Observation is meant to set a realistic target for both
small scale and large scale businesses. Information such as growth and sales are some of the
market elements you should tap into when setting targets.

Observation helps solve business problems. It will help you research and work out what the
problem is. For example, if you experience a decline in sales, you might discover that there is
reduced brand awareness in the market.

A disguised observation is conducted without the person knowing while non-disguised

observation is done when the person knows they are being observed. Human observation
involves a person doing the observation while mechanical observation involves using machines
such as video cameras and audio recorders. Direct observation involves observing the actual
behaviour while indirect observation involves studying a particular occurrence obtained from a
secondary source.

Market observation should be done by well-trained individuals equipped with the necessary
skills in market research. For a better outcome, ensure you have a proper plan laid out in place
such as finances required to carry out the activity.
4.2 OBSERVATION FROM HUMAN RESOURES
DEPARTRMENT
The process of hiring and developing employees so that they become more valuable to the
organization is human resource management. HR is a huge domain and there are a lot of
different roles. Either you start as a Generalist or a Specialist. As a Generalist, you get to handle
some or all HR systems and processes of an organization, but as a specialist, you have extensive
exposure in one of the HR system or processes.

Some of the key skills that every HR should have:

Talent Acquisition

Talent acquisition comprises of creating a talent pool within the company. I l now tell you facts
which no one does!

To determine how many employees they would need the next year for the organization. During
the year, man power requests (candidates for a vacancy or a new job position) are sent by various
departments to the HR. The HR then needs to source candidates for that request. The hiring then
gets done through lateral sources or campus

Key Skills Needed: Communication, Negotiation, Persuasion, Networking Skill

4.3 OBSERATION FROM FINANCE DEPARTMENT

Online trading and Demat are the two emerging concepts in the stock market. It involves
personal factors, technical factors, business factors and economic factors. The interplay of these
factors on stock market requires a deep study about the pattern process and procedures and
performance. It is intended to identify the various concepts about demat and the online trading
and its way of functioning ICICI provisions are not exposing to its customers extensively. Hence
it is observed and an attempt has been made to link the potential customers and the ICICI
Direct.Com
4.4. LEARNINGS
4.4.1 Marketing Department
A bad marketing campaign has dire consequences. That is why it is crucial to do a perfect market
observation to achieve the best results that will enable the company to survive in the market. One
needs to consider whether the target market segment is worth anything for the business. Develop
a clear conscience of what you want from the observation and whether you need help with the
whole process. Observation is meant to open the eyes to greater things and shouldn’t approach it
with a blindfold.

4.4.2 Human Resource Department:

HR indeed is a fast-growing field with many lucrative opportunities. People are interested in
using their soft skills and experience in a field where they perceive they will help others. But
liking people is not the only qualification for pursuing a career in Human Resources. It helps, but
it is insufficient for success. What is important is your ability to contribute to employee growth,
organizational development, employee retention, and a positive, motivating work environment.

Building your expertise in these fields might take an HR degree. Degrees have become more
important in most fields, but nowhere has the shift occurred quite as dramatically as in HR.
Where in the early days a person could advance to the level of a VP with no degree, this is less
common in present time. Additionally, more HR professionals are obtaining legal degrees
because employment law is crazily complex.

4.4.3 Financial Department

What are the ten most important things about personal finance that someone without a finance
background must know?

 The Nature of "Risk".

 Low Fees Does Not Equal Low Cost.

 The Only Personal Financial Advice I’ve ever Gotten From Really Wealthy People.

 Money Is Not the Main Concern.

 How Market Works.

 Cash is Not "Safe".

4.4.4 SPECIAL SKILL DEVELOPED:
 Gained practical knowledge from each department.

 Developed time management skill.

 Developed the way of communication to the higher official.

 Improved self- motivation.

 Acquired more knowledge on the process carried out in the organization.

 CHAPTER-5
SUGGESTIONS & CONCLUSION
5.1 SUGGESTIONS FOR IMPROVEMENT

Based on the study and problems, the following are the Suggestions for the company
Improvement:
 The awareness of mutual fund & its various schemes should be increased among the
people by proper advertising, promotion and conducting investors meets.
 Customers still prefer Savings, fixed deposits, equity , debentures, real estates, hence
there is a need to capture the market with proper awareness and by maintaining better
relationship.
 Most of the clients are males and hence the perception of females is to be changed with
related to mutual funds.
 The study shows that advertisements are the most common source of information related
to mutual funds for customers, hence better and innovative ad campaigns should be
planned the company to capture more market.
5.2 CONCLUSION:
It has been a great learning experience from the internship project of ICICI Securities Pvt.Ltd. I
have learned the different behaviour of the customers and how to act or handle different
customers in different ways. I have gained knowledge about various financial products offered
by ICICI Securities. It is very important to make a relation with customers and maintain it so that
the business can work effectively and efficiently. So, one should maintain a good relation with
the customers . Customers should be given more knowledge about mutual funds and the benefits
of investment through ICICIDIRECT.COM

I came across the organizational culture and also the internship enabled me to work effectively
and efficiently to achieve the given targets.