COMPANY PROFILE

3.1 Review of the company

Name of the company: ICICI Prudential Mutual Fund

Address: Ground Floor, GS road, M Dewan Path, Ulubari, Guwahati, Assam-781007

Email:

3.2 Company pictures and Logo

3.3 Mission and vision of the company

Vision: To be the leading provider of financial services in India and a major global bank.

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 government and ethics.
 Contribute positively to the various countries and markets in which we operate’
 Create value for our stakeholders.

3.4 History of the company

The AMC is a joint venture between ICICI bank in India and Prudential Plc, one of UK’s
largest players in the financial services sectors. It was established in 12december 2000. With
its Corporate Office based in Bandra Kurla Complex, Mumbai, India the AMC has witnessed
substantial growth in scale; from 2 locations and 6 employees at the time of inception of the
joint venture in 1998, to a current strength of more than 1000 employees with around 120
locations with an investor base of more than 1.9million investors.

ICICI Prudential Mutual Fund is the second largest asset management company (AMC) in
India as per average assets under management (AUM) as on 31st march 2019 with
321,281.17crores just after HDFC Mutual Fund with total AUM of 342,524.71crores. It is
one of the leading AMC in the country focused on bridging the gap between savings and
investments and creating long term wealth for investors a range of simple and relevant
investments solutions.

The AMC is a joint venture between ICICI Bank, a well known and trusted name in financial
services in India and Prudential Plc, one of the UK’s largest players in the financial services
sectors. Throughout these years of the joint venture, the company has forced a position of pre
–eminence in the Indian mutual fund industry.
3.5 Products and services

The AMC manages significant Assets under Management(AUM) in the Mutual fund
segment across asset classes. The AMC also caters to Portfolio Management Services and
Real Estate Division for investors, spread across the country , along with International
Advisory Mandates for clients across international markets.

Mutual Fund: The Mutual fund caters primarily to retail investors.

Portfolio Management Services: The PMS allow high net worth investors to invest in a more
concentrated portfolio aiming at higher returns. In the year 2000 ICICI Prudential AMC was
the first institutional participant to offer the service, and has now got a successful track record
of over 10 years.

Real Estate Business: The Real Estate division caters to high net worth investors and
domestic institutional investors, with ICICI Prudential AMC starting the Real Estate
Investment Series Portfolio in the year 2007.

3.6 Major competitors

A few of the competitors for ICICI Prudential Mutual Fund in the mutual fund sectors are
HDFC mutual fund , Reliance mutual fund, SBI mutual fund, Birla Sun Life mutual Fund &
UTI mutual fund.

3.7 Market Share and the positions of the company in the market

ICICI Prudential Mutual Fund is the second largest asset management company (AMC) in
India as per average assets under management (AUM) as on 31st march 2019 with
321,281.17crores just after HDFC Mutual Fund with total AUM of 342,524.71crores. HDFC
mutual fund has surpassed ICICI Prudential mutual fund to regain top position after two years
as the largest asset management company (AMC). In the last quarter of 2018 AUM under
HDFC MF have risen more than 9 percent when compared to the previous quarter. In the
same period, AUM plunged 0.6 percent for ICICI Prudential MF. With AUM of Rs 2.64 lakh
crore, SBI MF stands at the third slot. Aditya Birla and Reliance MF follow next with Rs
2.42lakh crore and Rs 2.36lakh crore, respectively.

3.8 Competitors in the markets

The top 10 competitors in ICICI Prudential Asset Management Company's competitive set
are BNP Paribas Mutual Fund, Reliance Mutual, SBI Mutual Fund, Sundaram Mutual,
HDFC Mutual Fund, Franklin Templeton Investments, IL& Fs Trust Company, SBI Mutual
Fund, IDBI Mutual and T. Rowe Price.

AUM sizes of the top 10 AMC’s of India are as follows:

Name of the AMC AUM (Rs. Cr)

HDFC Mutual Fund 342524.71

ICICI Prudential Mutual Fund 321281.17

SBI Mutual Fund 284123.64

Birla Sun Life Mutual Fund 246696.01

Reliance Mutual Fund 234292.54

UTI Mutual Fund 159694.23

Kotak Mahindra Mutual Fund 150271.25

Franklin Templeton Mutual Fund 119932.80

Axis Mutual Fund 89767.72

DSP Mutual Fund 78362.72

Top AMC’s of NE India:

AMC AUM (Rs. Cr)

SBI Mutual Fund 4664

Reliance Mutual Fund 1455

Aditya Birla Sun Life Mutual Fund 924

ICICI Prudential Mutual Fund 907

HDFC Mutual Fund 766

Mutual fund players' total assets under management (AUM) from the North East have grown
65.76 per cent in a year to Rs 14,454 Cr. as of August this year, spurred by aggressive
marketing and awareness campaigns by the industry. The cumulative AUM from the seven
NE states of Arunachal Pradesh, Assam, Manipur, Meghalaya, Mizoram, Nagaland, Tripura
and the Himalayan state of Sikkim rose to Rs 14,454 cr., according to the AMFI data.

Among the Seven Sisters, as the NE states are popularly known, the largest state Assam has
emerged at top with the highest AUM of Rs 8,960 cr. up from Rs 5,025 cr. a year ago. It is
followed by Meghalaya (Rs 1,700 cr.), Tripura (Rs 1,007 cr.) and Sikkim (Rs 984 cr.). The
fifth largest AMC SBI Mutual Fund has emerged as the largest player in the region in the
AUM sweepstake with an AUM of Rs 4,664 cr., followed by Reliance Mutual Fund - Rs
1,455 cr., according to the AMFI data. The other AMCs that have made it big in the region
include Aditya Birla Sun Life (Rs 924 crore), ICICI Prudential (Rs 907 cr.) and HDFC (Rs
766 cr.).

Chapter 4: Learning’s and Value Addition

4.1 Learning’s and Value Addition during training
a) On the first day of joining ICICI Prudential AMC as an intern, I was introduced to our
branch manager Mr. Mrinal Nayak who gave an overview of the company, its area of
working and the tasks which I was going to perform during the period of internship.

b) On the first day, I was asked to study about the terms related to mutual fund industry or
which the AMC uses from a book which was introduced by the National Institutes of
Securities Markets (NISM).

c) The book helped me to know about the terms related to the industry. It also helped me to
know the basic knowledge about the functioning of stocks, shares, investors market, AUM’s,
securities etc. The book also helps the interested persons who wants to apply for the NISM
certifications.

d) I was also asked to study the flagship of my company to know about the funds and was
asked if possible explain to some interested persons or clients. They introduced to me some
of their funds and their schemes and their performance and returns.

e) During the period of the training I accompanied one of our Relationship Manager who
introduced me to the IFA’s. During the time I met nearly 60 IFA’s , distributors and clients.
Sometimes I was asked to visit the clients on my own.

f) Next I was asked by my mentor Miss Kasturi Kalita, to study about some other AMC’s
and their top performing funds and to compare with ICICI Prudential top performing funds.

g) I also got the chances to visit some financial institutions with my mentor and also attended
some presentations presented by my mentor in those institutes.

h) I was also introduced to the IPRU TOUCH app, which is introduced by ICICI Prudential
so that the investors or the clients can be directly benefitted and such that they can have a
look on their accounts or investments without the help of a third party.

i) In the penultimate week of my internship I was asked to create awareness about the funds
of the company to the general peoples. A make shift canopy was done near the Noonmati
IOCL area and I was asked to give a brief description about mutual funds, SIP and some of
the funds to the interested peoples. In this programme I was helped by some of the IFA’s to
whom I shall be always grateful to.

j) My seniors also conducted some knowledge session which helped to a lot to know about
the current market situations and how to deal with the possibilities.

OBJECTIVES OF THE PROJECT

1) To gain knowledge and skills required to compete in the corporate sector

2) To understand and have a overview in the financial market

3) To understand how an Asset Management Company works

4) To understand the financial planning and investment in the financial market

5) To determine the most suited fund to be invested according to the situations

6) To know more about the mutual funds and its investments area

7) To know the mutual fund performance in the present market

8) To get insight knowledge about mutual funds

9) To know whether the people are happy towards their investments

10) To know people behaviour regarding risk factor involved in mutual Fund

CHALLENGES FACED DURING THE COURSE OF INTERNSHIP

1) As a fresher it was always a very difficult task to understand the working culture of an
organisation in the initial stage

2) A complete different working environment

3) Sometimes the clients were very rigid and were not ready to understand

4) Locations of some of the clients were in a distant place

5) Had to contact with some stern distributors

6) Sometimes the clients showed their arrogant towards us

7) During the days of the makeshift canopy, had to deal with some very arrogant and
uninterested customers.

8) Sometimes it was hard to understand about the workings at one go

USEFULLNESS OF THE TRAINING

1) Helped me to gain a lot of confidence

2) I tried to groom myself in the conversation and confidence area

3) Meet different peoples having different ideas, humour, knowledge, skills which in return
helped me a lot about the market

4) Tried to know about the working style of the AMC’s

5) Helped me a lot in gaining idea about Mutual Fund industry

6) Gave a practical exposure

7) Helped in learning how to deal with different clients

8) Got to learn about how all the different departments work

9) Client Relationship Management

RESEARCH METHODOLOGY

Research refers to search for knowledge. One can also define research as a scientific and
systematic search for pertinent information on a specific topic. It is an art of scientific
investigation. It is the way to systematically solve a problem. By the following method I have
collected my data for my project:

a) Primary Data: I visited IFA’s and many other distributors and clients to gather the data
directly. I was also able to meet direct customers when I was given a 5 days training in a
make shift canopy in the market.

b) Secondary Data: Secondary data were collected from the company website and the NISM
website.