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A STUDY ON ONLINE TRADING (Portfolio Management) AT

Submitted in partial fulfillment of PGDM

PGDM Batch 2010-12

Submitted To Prof. Jagadish Reddy

Submitted By Hari Mohan Dwivedi Reg. No. 6106


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(Portfolio Management) AT

Submitted in partial fulfillment of PGDM

PGDM Batch 2010-12

Submitted By Hari Mohan Dwivedi Reg. No. 6106

Faculty Guide Prof. Jagadish Reddy

Director Academics Dr. Sabyasachi Rath


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I Hari Mohan Dwivedi, hereby declare that the project titled Portfolio Management, A Study On Online Trading is an original work carried out under the guidance of Prof. Jagadish Reddy. The report submitted is a bonafide work of my own efforts and has not been submitted to any institute or published before.

Signature of the Student Hari Mohan Dwivedi Date Place


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Faculty Guide Certificate

I Prof. Jagadish Reddy certify Mr. Hari Mohan Dwivedi that the work done and the training undertaken by him is genuine to the best of my Knowledge and acceptable.




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I would like to express our gratitude to all those who have gave us the possibility to complete this project. I am very much thankful to our Director of Vishwa Vishwani Institute of System & Management, Dr. Sabyasachi Rath, who has given me this opportunity to be a part of a corporate house for 6 weeks. So have decided to do my Summer Internship Program in India Infoline. I want to thank to our Internal Faculty Guide Prof. Jagadish Reddy for showing us the path to commence this project in the first instance, to do the necessary research work and to help for using departmental data. He looked closely at the final version of the project for correction and offered suggestions for Improvement. Especially, I would like to give our special thanks to our External Faculty Guide Mr. Sanjay Ojha whose patient love enabled us to complete this work. He has shown me the real corporate world.

Signature of Student
Hari Mohan Dwivedi

Date Place

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Chapter No.


Page No.

Chapter 1

Introduction Online Trading Company Profile Industry Profile Literature Review

Chapter 2

19-22 23-26 27-32

Chapter 3 Chapter 4

Research Methodology Data Collection Analysis & Interpretation Recommendation Conclusions Web site Referred Books Referred

33-37 38 39-45

Chapter 5

46 47




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Chapter 1

Investing in securities such as shares, debentures, and bonds is profitable as well as exciting. It is indeed rewarding, but involves a great deal of risk and calls for scientific knowledge as well artistic skill. In such investments both rationale and emotional responses are involved. Investing in financial securities is now considered to be one of the best avenues for investing one savings while it is acknowledged to be one of the best avenues for investing one saving while it is acknowledged to be one of the most risky avenues of investment.

It is rare to find investors investing their entire savings in a single security. Instead, they tend to invest in a group of securities. Such a group of securities is called portfolio. Creation of a portfolio helps to reduce risk, without sacrificing returns. Portfolio management deals with the analysis of individual securities as well as with the theory and practice of optimally combining securities into portfolios.

Meaning of online trading

Change is the law of nature. There were times when man was a wanderer or a normal. He himself had to go place to place in search of food, water and now everything is available at your doorstep just at the click of the mouse. The growth of information technology has affected almost all sectors of life. Internet has enabled us to get every information at our doorstep.


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When Internet has affected all sectors he could stock markets the most important player of the economy, has remained far behind? An online investor sitting at home at a personal computer also foregoes proper investment advice and financial planning, perhaps among the most valuable services provided by traditional brokers.

Evolution of broking in india:

Stockbrokers will offer on their sites features such as live portfolio manager, live quotes, market research and news, etc. to attract more investors. Brokers will offer online broking and relationship management by providing and offering analysis and information to investors during broking and non-broking hours based on their profile and needs, i.e. customized services. On-line asset allocation, portfolio management, financial planning, tax planning, insurance services, etc. and enables the investors to take better and well considered decisions. The actual definition of Online Trading is as explained below:

Online trading is a service offered on the internet for purchase and sale of shares. In the real world you place orders on your stockbroker either verbally (personally or telephonically) or in a written form (fax). In online trading, you will access a stockbrokers website through your internet enabled PC and place orders through the brokers internet based trading engine.

Objectives of Online Trading: Internet trading is expected to Increase transparency in the markets,
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Enhance market quality through improved liquidity, by increasing quote continuity and market depth, Reduce settlement risks due to open trades, by elimination of mismatches, Provide management information system, Investor protection Creation of a fair and efficient market, and Reduction of the systematic risks.

Some of the brokers offering net trading include ICICI direct, kotakstreet, etc.

Requirements for net trading: For investors:

1. Installation of a computer with required specification 2. Installation of a modem 3. Telephone connection 4. Registration for on-line trading with broker 5. A bank account 6. Depository account 7. Compliance with SEBI guidelines for net trading

The following should be produced to get a demat account and online trading account: As identity proof & address proof any one of the following: Voter ID card Driving license PAN card( in case of to trade more than 50000) Ration card Bank pass book Telephone bill
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Other requirements, which are necessary

First page of the bank pass book and last 6 months statement. Bank managers signature along with banks seal, manager registration code on photograph.

For stock brokers:

1. Permission from stock exchange for net trading 2. Net worth of Rs. 50 lac 3. Adequate back-up system 4. Secured and reliable software system 5. Adequate, experienced and trained staff 6. Communication of order (trade confirmation to investor by e-mail) 7. Use of authentication technologies 8. Issue of contract notes within 24 hours of the trade execution 9. Setting up a website. The user should have the user id and password to enter into the electronic ring. He should also have demat account and bank account. The system permits only a registered client to log in using user id and password. Order can be placed using place order window of the website.

Procedure for net trading

Step 1: Those investors, who are interested in doing the trading over internet
system i.e. NEAT-IXS, should approach the brokers and get them self registered with the Stock Broker.


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Step 2: After registration, the broker will provide to them a Login name,
Password and personal identification number (PIN).

Step 3: Actual placement of an order. An order can then be placed by using the
place order window as under:

(a) First by entering the symbol and series of stock and other parameters like
quantity and price of the scrip on the place order window.

(b) Second, fill in the symbol, series and the default quantity.

Step 4: It is the process of review. Thus, the investor has to review the order
placed by clicking the review option. He may also re-set to clear the values.

Step 5: After the review has been satisfactory, the order has to be sent by
clicking on the send option.

Step 6: The investor will receive an "Order Confirmation" message along with
The order number and the value of the order.

Step 7: In case the order is rejected by the Broker or the Stock Exchange for
certain reasons such as invalid price limit, an appropriate message will appear at the bottom of the screen. At present, a time lag of about 10 seconds is there in executing the trade.

Step 8: It is regarding charging payment, for which there are different mode.
Some brokers will take some advance payment from the investor and will fix their trading limits. When the trade is executed, the broker will ask the investor for transfer of funds to his account.


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The time gap has narrowed in every stage of operation. Confirmation and execution of trade reaches the investor within the least possible time, mostly within 30 seconds. Instant feedback is available about the execution.

Step by step procedure in online trading: Following steps explain the step by step approach to on-line trading:

Log on to the stock broker's website Register as client/investor Fill the application form and client broker agreement form on the requisite value stamp paper Obtain user ID and pass word Log on to the broker's site using secure user ID and password Market watch page will show real time on-line market data Trade shares directly by entering the symbol or number of the security Brokers server will check your limit in the on-line account and demat account for the number of shares and execute the trade Order is executed instantly (10-30 seconds) and confirmation can be obtained. Confirmation is e-mailed to investor by broker Contract note is printed and mailed in 24 hours Settlement will take place automatically on the settlement day Demat account and the bank account will get debited and credited by electronic means.

Concept of share trading

The concept of share broking emerged after the establishment of the joint stock companies. The ownership of the companies was divided into small parts and
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that every part was called share. So, the term Share denominates some part in the ownership of the company. The shares are freely transferable subject to the some certain restrictions. The whole process of finding the buyers and sellers of the securities by the brokers is called the Share Broking. The origination of the Indian securities market may be traced back to 1975, when enterprise brokers under a Banyan tree established the Bombay Stock Exchange (BSE). Over the last 130 years, the Indian securities market has evolved continuously to become one of the most dynamic, modern international standards both in terms of structure and in terms of operating efficiency.

Settlement cycle schedule S. No. 1 2 3 4 5 Day Description of activity trade

T T+2 T+2 T+3 T+5

Trading Day PAY IN BY 10.30 am. PAY OUT BY 2 pm. Auction of shortage in deliveries Auction pay-in by 10.30 (1 am/ pay Out by 2 pm.)

Online trading has lead to additional features such as:

Limit / stop orders: orders that can be go unfilled, but there is an extra Charge for this leeway facility since one need to hold a price. Market orders: orders can be filled at unexpected prices, but this type is much more risky, since you have to buy stock at the given price. Cash account: where funds have to be available prior to placing the order.

Advantages of online trading:


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Online trading has made it possible for anyone to have easy and efficient access to more reports and charts than it was previously possible if one went to any brokers' office. Thus we have access to a lot more information online. Online trading has let room for smaller organizations to compete with multinational organizations since it is no longer a leg it issue. Being online does not identify the size of any particular organization, therefore, this additional power to the underdogs. Online trading has allowed companies to locate themselves where they want as physical location is not an issue anymore. Companies can establish themselves according to their gains and losses, for instance where tax (sales and value added taxes) is best suited to them.

Features of online trading:

The Online Trading is having many features which make it most suitable for the investors to go for. Some of these features are as follows:

Freedom of information

The Internet can provide a new sense of control over your financial future. The amount of investment information available online is truly astounding. It's one of the best aspects of being a wired investor. For the first time in history, any individual with an Internet connection can:

Know the price of any stock at any time Review the price history of any stock in chart format Follow market events in-depth
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Receive a wealth of free commentary and analysis about stock markets and the global economy Conduct extensive financial research on any company One of the great appeals of using an online trading account is the fact that the account belongs to you, and is under your direct control. When you wantto buy or sell stock, you no longer need to call your broker on the phone;hope that he is in the office to place your order; possibly argue with the broker about the order; and hope that the transaction is executed instantly. This method of trading reduces the settlement risk for the investor, as in this case all short sell orders are squared off at the specified cut-off time and not allowed to be carried forward. In the case of a demat account your demat account is checked by us before executing your sell transaction. This reduces the settlement risk for the buyer, who is assured of the delivery of the securities and for you as a seller of the securities.

Investors reasons to trade online:

They have control over their accounts, can make their own decisions and dont have to give reasons for their actions. They are independent. They have a reason to participate in the market and learn about it. It is interesting, cheap, easy, fast, and convenient. A lot of information is online so they can keep up-to-date with what is happening in the trading world. It will give investors a greater choice and better realization. The immediate impact will be competition and benefits will accrue to the investors. It will lead to brokerage commissions going down and brokers striving to increase business afloat.
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Benefits of on line broking

1) Less Costly:

The most significant advantage of the online broking is the cost reduction in the brokerage. Due to the power of the Internet one has the privilege of becoming the clients of really large brokerages with the benefits of enjoying the low charges hithelio before enjoyed only by the big players. As the DP account has got linked to the trading account most players do not charge a minimum transaction cost thus truly allowing one to buy a single share and achieve meaningful rupee price averaging whatever be your buying power.

2) Peace of Mind:

One can never have complete peace of mind but online investing does away with the hassles of filling up instruction slips, visits to the broker for handing over these slips and consequent costs.

3) Keeping Records:

The site one trades on keeps a record of all transactions down to unexecuted orders and cancelled orders thus keeping one abreast of all your transactions 24 hours a day. No paperwork means more time at ones disposal for research and analysis.

4) Access to Information and investment Tools:

Most online investing sites have a wealth of information for their registered
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members. This includes research reports, results, analysis and even gossip and the buzz in the market.

5.) Unparalleled Safety:

Most sites are secure using 128-bit algorithms -highest available commercially anywhere in the world. Moreover even if somebody broke in and tampered with ones account the money from the stocks he sold or the stock bought from the money in his account is in his account only.

6.) Reduces the settlement risk:

This method of trading reduces the settlement risk for the investor, as in this case no Short sale is possible i.e. the seller will not be able to sell the securities unless he has their actual possession. In the case of a demat account (required for an online transaction), when a seller wants to sell the securities, his demat account is checked by the Depository Participant before executing the sale transaction.

7.) Offers greater transparency:

Online trading gives greater transparency to the investors by providing them an audit trail. This involves a complete integrated electronic chain starting from order placement, to clearing and settlement and finally ending with a credit to the depository account of the investor.

9.) Ease of trade:

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It is the ease of doing the trade through net, with a click of mouse; one can buy or sell any share that is dematerialized. Other than the above-mentioned advantages, Internet trading provides some additional advantages to the investors, brokers and also helps the nation to channelize the resources. Net trading would increase competition in the market hence increase in the bargaining power of the investors..

Here are the possible disadvantages:

When network crashes, there will be problems and delays due to a large influx of rapid online trading criteria. Individuals are restricted to first-hand financial guidance. This simply means that the individual is himself / herself alone to. A tax (sales tax and value added tax) evaluation becomes an issue, especially when you are trading internationally.

Stock Market In India Stock exchanges are the perfect type of market for securities whether of government and semi-govt bodies or other public bodies as also for shares and debentures issued by the joint-stock companies. In the stock market, purchases and sales of shares are affected in conditions of free competition. Government securities are traded outside the trading ring in the form of over the counter sales or purchase.

Definition of a stock exchange: Stock exchange means any body or individuals whether incorporated or not, constituted for the purpose of assisting, regulating or controlling the business of buying, selling or dealing in securities.
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The securities include:1. Shares of public company. 2. Government securities. 3. Bonds

History of Stock Exchanges: The only stock exchanges operating in the 19th century were those of Mumbai setup in 1875 and Ahmadabad set up in 1894. These were organized as voluntary non-profit-marking associations of brokers to regulate and protect their interests. Before the control on securities under the constitution in 1950, it was a state subject and the Bombay securities contracts (control) act of 1925 used to regulate trading in securities. Under this act, the Mumbai stock exchange was recognized in 1927 and Ahmadabad in 1937. During the war boom, a number of stock exchanges were organized.

Functions of Stock Exchanges: Stock exchange is established into the main purpose of providing a market place for the members to deal in securities under well laid down regulations and to protect the interest of the investors. The main functions of stock exchange are; 1. It brings the companies and investors together so that the investors can put risk capital into companies and thus, companies can use the capital. 2. It provides an orderly regulated market for securities. 3. It provides continuous, ready and open market for selling and buying securities. 4. It promotes savings and investment in the economy by attracting funds from the investors. 5. It facilitates take overs by means of acquiring majority of shares traded on the stock market. 6. It enables the investors to evaluate the net worth of their holdings. 7. It also allows the companies to float their shares in the market.
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Various Stock Exchanges in India:

At present according to SEBI 2011 guidelines these are stock exchanges recognized under the securities contracts (regulation), Act, 1956. Ahmedabad Stock Exchange Ltd Bangalore Stock Exchange Ltd. Bhubaneswar Stock Exchange Ltd. Bombay Stock Exchange Ltd. Calcutta Stock Exchange Ltd. Cochin Stock Exchange Ltd. Coimbatore Stock Exchange Ltd. Delhi Stock Exchange Ltd., Gauhati Stock Exchange Ltd. Interconnected Stock Exchange of India Ltd. Jaipur Stock Exchange Ltd. Ludhiana Stock Exchange Ltd., Madhya Pradesh Stock Exchange Ltd Madras Stock Exchange Ltd. MCX Stock Exchange Ltd National Stock Exchange of India Ltd. OTC Exchange of India Pune Stock Exchange Ltd. U.P. Stock Exchange Limited United Stock Exchange of India Limited The Vadodara Stock Exchange Ltd

Major stock exchanges:

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NSE The National Stock Exchange of India Limited has genesis in the report of the High Powered Study Group on Establishment of New Stock Exchanges, which recommended promotion of a National Stock Exchange by financial institutions (FIs) to provide access to investors from all across the country on an equal footing. Based on the recommendations, NSE was promoted by leading Financial Institutions at the behest of the Government of India and was incorporated in November 1992 as a tax-paying company unlike other stock exchanges in the country. On its recognition as a stock exchange under the Securities Contracts (Regulation) Act, 1956 in April 1993, NSE commenced operations in the Wholesale Debt Market (WDM) segment in June 1994.

The NSE was set-up with the main objectives of: o Establishing a nation-wide trading facility for equities and debt instruments. o Ensuring equal access to investors all over the country through an appropriate communication network. o Providing a fair, efficient and transparent securities market to investors using electronic trading systems. o The standards set by NSE in terms of market practices and technology, have become industry benchmarks and are being emulated by other market o NSE is more than a mere market facilitator. It's that force which is guiding the industry towards new horizons and greater opportunities.

BSE The Stock Exchange, Mumbai, popularly known as "BSE" was established in


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1875 as "The Native Share and Stock Brokers Association". It is the oldest one in Asia, even older than the Tokyo Stock Exchange, which was established in 1878. It is a voluntary non-profit making Association of Persons (AOP) and is

currentlyengaged in the process of converting itself into demutualised and corporate entity. Accordingly, an Executive Committee, consisting of three elected directors, three SEBI nominees or public representatives, Executive Director & CEO and Chief Operating Officer has been constituted. The Committee considers judicial & quasi matters in which the Governing Board has powers as an Appellate Authority, matters regarding annulment of transactions, admission, continuance and suspension of member brokers,

Members of the stock exchange: The securities contract regulation act 1956 has provided uniform regulation for the admission of members in the stock exchanges. The qualifications for becoming a member of a recognized stock exchange are given below: The minimum age prescribed for the members is 21 years. He should be an Indian citizen. He should be neither a bankrupt nor compound with the creditors. He should not be convicted for fraud or dishonesty. He should not be engaged in any other business connected with a company. He should not be a defaulter of any other stock exchange. The minimum required education is a pass in 12th standard examination.

Securities and Exchange Board of India (SEBI) The securities and exchange board of India was constituted in 1988 under a resolution of government of India. It was later made statutory body by the SEBI act 1992.according to this act, the SEBI shall constitute of a chairman and four


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other members appointed by the central government. With the coming into effect of the securities and exchange board of India act, 1992 some of the powers and functions exercised by the central government, in respect of the regulation of stock exchange were transferred to the SEBI.

Objectives and functions of SEBI

To protect the interest of investors in securities. Regulating the business in stock exchanges and any other securities Market. Registering and regulating the working of intermediaries associated with securities market as well as working of mutual funds. Promoting and regulating self-regulatory organizations. Prohibiting insider trading in securities. Regulating substantial acquisition of shares and take over of companies.

SEBI guidelines to secondary markets: (stock exchanges): Board of Directors of Stock Exchange has to be reconstituted so as to include non-members, public representatives and government representatives to the extent of 50% of total number of members. Capital adequacy norms have been laid down for the members of various stock exchanges depending upon their turnover of trade and other factors. All recognized stock exchanges will have to inform about transactions within 24 hrs.An investor considering investment in securities is faced with the problem of choosing from among a large number of securities and how to allocate his funds over this group of securities.

Internet Based Trading Through Order Routing Systems Internet based trading on conventional exchanges, uses the Internet
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as a medium for communicating client orders to the exchange, through broker web sites. Brokers web sites may serve a variety of functions. These may include; Allowing the clients to directly trade through investors; Advertise the broker dealers services to potential investors; Offer market information and investment tools similar to those offered by information vendor or SRO web sites; Offer real-time or delayed quote information, continuously update quotes while the user visits other sites, or allow investors to create a personal stock ticker; Account information and research reports. In an Order Routing system, a broker offering Internet trading facility provides an electronic template for the customer to enter the name of the security, whatever it is to be bought or sold, the quantity and whatever the order is a market or limit order. Once the brokers system receives this information.

Features Instant Loading Works behind a Proxy Live Streaming quotes Multiple Watch lists NSE& BSE Access Single order form for Cash and FnO Point and Click order entry Hot Key Functions Market Depth Window Back Office access


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Client Broker Relationship

Know Your Client: The stock Exchange must ensure that brokers have sufficient, verifiable information about clients, which would facilitate risk evaluation of clients.

Broker- Client Agreement:

Brokers must enter into an agreement with clients spelling out all obligations and rights. This agreement should also inter alia, the minimum service standards to be maintained by the broker for such service specified by SEBI/Exchange for the internet based trading from time to time. Investor Information:

The broker web site providing the internet based trading facility should contain information meant for investor protection such as rules and regulations affecting client broker relationship arbitration rules, investor protection rules etc. The broker web site providing the Internet based trading facility should also provide and display prominently, hyper link to the web site/page on the web site of the relevant stock exchange (s) displaying rules/ regulations/ circulars.

Order/Trade Confirmation:

Order/Trade confirmation should also be sent to the investor through email at clients discretion at the time specified by the client in addition to the other made of display of such confirmation of real time basis on the broker web site. The investor should be allowed to specify the time interval on the web site itself with in which he would like to receive this information through email.

Handling Complaints by Investors:

Exchanges should monitor complaints from investors regarding service


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provided by brokers to ensure a minimum level of service. Exchange should have separate cell specifically to handle Internet trading related complaints. It is desirable that exchanges should also have facility for on-line registration of complaints on their web site.

Risk Management:

Exchanges must ensure that brokers have a system-based control on the trading limits of clients, and exposures taken by clients. Brokers must set predefined limits on the exposure and turnover of each client.


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Chapter 2
Company Profile
India Infoline is a one-stop financial services shop, most respected for quality of its advice, personalized service and cutting-edge technology.

The IIFL (India Infoline) group, comprising the holding company, India Infoline Ltd (NSE: INDIAINFO, BSE: 532636) and its subsidiaries, is one of the leading players in the Indian financial services space. IIFL offers advice and execution platform for the entire range of financial services covering products ranging from Equities and derivatives, Commodities, Wealth management, Asset

management, Insurance, Fixed deposits, Loans, Investment Banking, GoI bonds and other small savings instruments. A network of over 2,500 business locations spread over more than 500 cities and towns across India facilitates the smooth acquisition and servicing of a large customer base.

India Infoline Pvt Ltd

IIFL has been awarded the Best Broker, India by Finance Asia and the Most improved brokerage, India in the Asia Money polls. India Infoline was also adjudged as Fastest Growing Equity Broking House - Large firms by Dun & Bradstreet. A forerunner in the field of equity research, IIFLs research is acknowledged by none other than Forbes as Best of the Web and a must read for investors in Asia. Our research is available not just over the Internet but also on international wire services like Bloomberg, Thomson First Call and Internet Securities where it is amongst one of the most read Indian brokers. India Infoline Limited is listed on both the leading stock exchanges in India,


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India Infoline Group :

The India Infoline group, comprising the holding company, India Infoline Limited and its wholly-owned subsidiaries, straddle the entire financial services space with offerings ranging from Equity research, Equities and derivatives trading, Commodities trading, Portfolio Management Services, Mutual Funds, Life Insurance, Fixed deposits, GoI bonds and other small savings instruments to loan products and Investment banking. India Infoline also owns and manages the websites and The company has a
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network of 596 branches spread across 345 cities and towns. It has more than 500,000 customers.

India Infoline Ltd

India Infoline Limited is listed on both the leading stock exchanges in India, viz. the Stock Exchange, Mumbai (BSE) and the National Stock Exchange (NSE) and is also a member of both the exchanges. It is engaged in the businesses of Equities broking, Wealth Advisory Services and Portfolio Management Services. It offers broking services in the Cash and Derivatives segments of the NSE as well as the Cash segment of the BSE. It is registered with NSDL as well as CDSL as a depository participant, providing a one-stop solution for clients trading in the equities market.

India Infoline Media and Research Services Limited : The content services represent a strong support that drives the broking, commodities, mutual fund and portfolio management services businesses. Revenue generation is through the sale of content to financial and media houses, Indian as well as global. It undertakes equities research which is acknowledged by none other than Forbes as 'Best of the Web' and 'a must read for investors in Asia'. India Infoline's research is available not just over the internet but also on international wire services like Bloomberg (Code: IILL), Thomson First Call and Internet Securities where India Infoline is amongst the most read Indian brokers India Infoline Commodities Limited :

India Infoline Commodities Pvt Limited is engaged in the business of commodities broking. Our experience in securities broking empowered us with the requisite skills and technologies to allow us offer commodities broking as a
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contra-cyclical alternative to equities broking. We enjoy memberships with the MCX and NCDEX, two leading Indian commodities exchanges, and recently acquired membership of DGCX.

India Infoline Marketing & Services :

India Infoline Marketing and Services Limited is the holding company of India Infoline Insurance Services Limited and India Infoline Insurance Brokers Limited. India Infoline Insurance Brokers Limited India Infoline Insurance Brokers Limited is a newly formed subsidiary which will carry out the business of Insurance broking. India Infoline Investment Services Limited :

Consolidated shareholdings of all the subsidiary companies engaged in loans and financing activities under one subsidiary. India Infoline Investment Services Private Limited consists of the following step-down subsidiaries. India Infoline Distribution Company Limited (distribution of retail loan products) Moneyline Credit Limited (consumer finance) India Infoline Housing Finance Limited (housing finance)

IIFL (Asia) Private Limited :

IIFL (Asia) Private Limited is wholly owned subsidiary which has been incorporated in Singapore to pursue financial sector activities in other Asian markets. Further to obtaining the necessary regulatory approvals, the company has been initially capitalized at 1 million Singapore dollars.


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Industry Profile
The Indian broking industry is one of the oldest trading industries that have been around even before the establishment of the BSE in 1875. Despite passing through number of changes in the post liberalization period, the industry has found its way onwards sustainable growth. With the purpose of gaining a deeper understanding about the role of the Indian stock broking industry in the countrys economy, we present in this section some of the industry insights gleaned from analysis of data received through primary research.


India Infoline was originally incorporated on October 18, 1995 as Probity Research and Services Private Limited at Mumbai under the Companies Act, 1956 with Registration No. 11 93797. India Infoline commenced operations as an independent provider of information, analysis and research covering Indian businesses, financial markets and economy, to institutional customers. India Infoline became a public limited company on April 28, 2000 and the name of the Company was changed to Probity Research and Services Limited. The name of the Company was changed to India Limited on May 23, 2000 and later to India Infoline Limited on March 23, 2001. India Infoline broking services was launched under the brand name of through our subsidiary, India Infoline Securities Private Limited and, the e-broking portal, was launched for online trading in July 2000.


India Infolines main offices are located in approximately 4,000 square feet of office space located in Mumbai, India. India Infoline Branches collectively occupy an additional 10,000 square feet of office space located throughout India,
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As on March 31, 2005, India Infoline has 73 branches across 36 locations in India.


Almost 52% of the terminals in the sample are based in the Western region of India, followed by 25% in the North, 13% in the South and 10% in the East. Mumbai has got the maximum representation from the West, Chennai from the South, New Delhi from the North and Kolkata from the East.

Branches & Sub-Brokers

The maximum concentration of branches is in the North, with as many as 40% of all branches located there, followed by the Western region, with 31% branches. Around 24% branches are located in the South and East constitutes for 5% of the total branches of the total sample. In case of sub-brokers, almost 55% of them are based in the South. West and North follow, with 30% and 11% sub-brokers respectively, whereas East has around 4% of total sub-brokers.



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Financial Markets

The financial markets have been classified as cash market, derivatives market, debt market and commodities market. Cash market, also known as spot market, is the most sought after amongst investors. derivatives and commodities market. Firms that are into cash, derivatives and debt are 7%. On the other hand, firms into cash and commodities are 3%, cash & debt market and commodities alone are 2%. 4% firms trade in all the markets.

(iii) In the cash market, around 34% firms trade at NSE, 14% at BSE and 52% trade at both exchanges. In the equity derivative market, 48% of the sampled broking houses are members of NSE and 7% trade at BSE, while 45% of the sample operate in both stock exchanges. Around 43% of the broking houses


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operating in the debt market, trade at both exchanges with 31% and 26% firms uniquely at NSE and BSE respectively.



The survey also revealed that in the past couple of years, apart from trading, the firms have started offering various investment related value added services. The sustained growth of the economy in the past couple of years has resulted in broking firms offering many diversified services related to IPOs, mutual funds, company research etc. More than 50% of the sample broking houses deal in mutual fund investment services. The average growth in assets under management in the last two years is almost 48%. Company research is another lucrative area where the broking firms offer their services; more than 33% of the firms are engaged in providing company research services.


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(v) Of the total sample of broking houses providing trading services, 52% are based in the West, followed by 25% from North, 13% from South and 10% from the East. Around 50% of the firms offering IPO related services are based in the West as compared to 27% in North, 13% in South and 10% in East. In providing mutual funds services, the Western region was dominant amounting to 49% followed by 27% from North; The South and the East are almost at par with 13% and 11% Respectively.


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Literature Review
This chapter brings up relevant literature required to find answers and connect to our research questions. First, vital literature about online trading along with key concepts of different terms, drivers of growth and the necessity of its existence will be presented so that it becomes easier to understand the research area.

ECOMMERCE Electronic commerce, commonly known as e-commerce or e-Commerce, or ebusiness consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks. The amount of trade conducted electronically has grown extraordinarily with widespread Internet usage.

Background This section is intended to offer sufficient background of the research area that covers the general idea of e-commerce and the position of online trading as one of the major element of each economy.

E-commerce and the Position of Online Trading In business today electronic commerce (e-commerce) is one of the common topics being discussed. Kalakota and Whinston (1996) defined ecommerce as "The buying and selling of information, products and services via computer networks, the computer networks primarily being the Internet. It is streamlining business processes, restructuring


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whole industries and re-shaping of customer and supplier relationship (Daniel et al., 2002).

Online Trading and Customer Satisfaction Applying conventional trading systems in India leads to many aspects of problems like manipulation, lot's of paperwork, insiders' illegal activities and etc. These problems cause traders' dissatisfaction and the lack of technological foundations creates an inefficient market.

Different Models for Measuring Service Quality According to literature, service quality dimensions identified by different authors. These dimensions are measured in order to find out the degree of satisfaction in current market and find the relationship between service qualities dimensions which online trading can provide and traders' satisfaction. 1. Tangibles: Physical facilities, equipment and appearance of personnel. 2. Reliability: Ability to perform the promised service dependably and accurately. 3. Responsiveness: Willingness to help customers and provide prompt service. 4. Assurance (including competence, courtesy, credibility and security): Knowledge and courtesy of employees and their ability to inspire trust and confidence.

Online trading Countries all over the world have invested heavily to leverage the Internet and transform their conventional businesses into e-businesses. E-businesses are defined as the use of Internet based information and communication technologies (ICT) by organizations to conduct transactions, share
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information and maintain relationships. New technologies such as World Wide Web have made a profound on all business around the world. E-business enables organizations to reduce cost, increase demand and create new business models.

Definitions of Online Trading The Internet revolution has been changing the fundamentals of the society. It changes the shape of communication and also trading process. It shifts closer and closer to vital sources of information and new trading environment by the name of "online trading". It provides users with means to directly interact with service- oriented computer systems tailored to their specific needs. In online trading, you will access a stockbroker's website through your internet-enabled PC and place orders through the brokers internet-based trading engine. These orders are routed to the Stock Exchange without manual intervention and executed thereon in a matter of a few seconds. ( They divided into three categories Full-service Discount Online There are two basic ways to day trade electronically. The first is through "Conventional Online Trading", using your Internet browser and a Web based broker. The second is by way of "Direct Access Trading systems", using specialized software and a private network.

The growth of online trading The number of online investors has grown considerably since the first electronic brokerage opened its virtual doors in 1994. These e-brokerages have attracted 16 million investors in less than Seven years, now accounting
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for over 40% of retail stock trades. Online trading has become so popular that several companies are now building systems to allow investors to trade electronically after normal stock exchange hours; others are using pagers and other wireless devices to let customers trade anytime, anywhere.

Online Trading trends Security issues fading: Concerns centered on security issues (encryption) and customer service issues (upgraded server and network equipment) are fading as consumers become accustomed to using the internet on a weekly or even daily basis for many types of transactions.

Pricing stabilization: The online brokerage industry has seen severe price competition over the last two years, with every competitor lowering commission rates in an attempt to gain as many new accounts as possible. There is a belief that, prices have started to stabilize and further price reductions are unlikely from the present level. While new entrants will have to align commission rates lower to be competitive, rates of established online brokerages will be stable over the next year.

Online Trading characteristics High amounts spent on advertising: Because of relatively low barriers to entry, companies in this industry spend heavily on advertising in order to create a "brand" or "portal destination". The industry is in a race to lock up as many customers as possible, with the idea that a company can retain those customers by creating switching costs.

Importance of technology: Companies in the industry compete on

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speed of access, speed of order processing, and system reliability. Conventional brokerages are not accustomed to dealing with this additional layer of complexity. Established online brokerages have an advantage over newly entering conventional brokerages in this area..

Advantages and Disadvantages of online trading Trading online the same as other systems has advantages and also disadvantages. Below the main points are summarized:

Advantages Quick access/Convenience: You can place your orders from anywhere and at any time. All you need is a personal computer. When you trade online, you save yourself a lot of time. You need not call your stockbroker to give your orders or to find out what happened to your trade.

Control/Transparency: With online trading, power is literally at your fingertips. With a few keystrokes, you can place your orders and get all the information you need without any assistance or intervention of a stockbroker. You do not have to discuss or reveal your trades or plans with your stockbroker. You become an empowered,

Efficiency: Getting information or feedback used to take minutes, sometimes even days. With online trading, you get these faster because you get online, real-time information on your account balance, order status, and stock quotes with the best three levels of bids and offers.

Opportunity to take advantage of market movements:


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By trading online, you have the ability to react quickly and take advantage of opportunities in the market that will hopefully enhance the value of your investments

Disadvantages Despite all the advantages of Online Trading there are a few disadvantages. However, these disadvantages only apply to certain investors, the inexperienced investor, the traditional investor, and the busy investor.

Expertise: Nobody involved in financial markets claims to know all the right moves, but everyone involved in the markets has an understanding of how things work. For an individual who knows nothing about stocks and nothing to look for might have a problemn with online trading.

Time: There are a lot of investors out there that are very well educated in the financial markets but are too busy doing other things. Online trading requires an individual to do his or her own analysis. The research is provided by the online company,












Informality: Using an online service to make trades is very informal. Traditional investors grew up investing through a broker and interacting with that broker. Often time's traditional investors have very close relationships with their brokers and online trading eliminates the possibility of any relationships. Online trading might not be for everyone and often times are not.


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Chapter 3
Research Methodology

Introduction: Research methods are all those methods/techniques that are used for conducting to the researchers use in performing research. Here more emphasis is made on collection of the data directly through the customers with directly interacting with them.

Title of the study: Statement of the Problem: As online trading of securities has been introduced very recently in India, so as to help the common people from all over the country to invest in the share market. To make the share market truly democratic in nature, it is considered as a vital step. We are unaware of the market condition. This study is totally concerned about the expectations and behavior of the online-traders. Review of the Literature: Review of the literature is nothing but the subs seeing fact or retiring or viewing back of the literature, which is available of the same time. To the best of the knowledge and believe of the researcher, online trading is new to the market. So review of the literature is not available and as per as the study concerned, it is immaterial to review of the literature.

Objectives of the Study: The objectives of my research project is 1. To determine the growth and future of online trading industry in India


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2. To understand the customer perception of online trading. 3. To see the type of technology used by stock exchanges and by the Indian customer in online trading 4. To determine what type of products the customers deal while doing the online trading. 5. To understand the presence of major online traders in the Indian market and looking about the features provided by them 6. To find out the important factor which do mostly affect to the customer Data Collection Instruments:

1) The research instrument in the study is questionnaire method.

2) Personal interview was conducted along with it. 3) The set of questionnaires were used for all respondents. Research has mainly one instrument for collecting the primary data, i.e .questionnaire. Here the questionnaire has been made much easy to understand and answer, and hence clearly it takes lesser time to respond.

Sampling Design: Sampling methods or technique may be classified into two generic types. a. Probability or random sampling and b. Non-probability of non-random sampling.

Probability or random sampling: It is based on theory of probability. It provides known zero change for selection of each population element. Under this sampling design every item of the universe has an equal chance of inclusion in the sample. It is so to say a lottery method in which individual units are picked up from the whole group, not deliberately but by some mechanical process.
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Non-probability or non-random sampling It is not based on the theory of probability. This simply does not provide change of selection of each population element. The only merits of this type of

sampling are simplicity convenience and low cost. Non-probability sampling is classified into. 1) Convenience or accidental sampling 2) Judgment sampling

Sampling Procedure: In this study non-probability sampling and particularly the Convenience sampling has been used.

Conceptual Definition of the Study:

Shares: Share is a share in the Share Capital of the Company. Shares are the tools, which are giving the ownership rights to its holders

Bonus shares: Bonus shares are shares issued by a company out of its accumulated profits to the existing equity share holders either as fully paid shares or partly paid shares free of cost.

Demat: Demat is the abbreviation for the dematerialization. In this the shares are kept in the electronic form. In other words Demat means dematerialization it means from
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physically form converted into electronically form. Demat shares introduced in 1998 earlier days is transaction only physically like bonds.

Cash Trading: This is delivery based trading system. This is generally done with the intention of taking delivery of shares on monies.

Margin Trading: Customers can also do an intra-trading up o four times their available funds. Where in they take in long buy/short sell position in stokes with the intension of squaring of the position within the same settlement cycle.

Spot Trading: When customers are looking at an immediate liquidity option, cash on spot may work best for them. On selling shares through cash on spot, money is credited to their bank account the same evening and not on the exchange payout date.

T + 2 settlements: T (Trading day) + 2 settlement means the settlement of transaction will be taken place after 3 days from day of transaction. It is controlled by Government of India under SEBI (Securities Exchange Board of India).

BTST: Buy Today Sell Tomorrow (BTST) is a facility that allows customers to sell shares even on day after the buy order date. Without this, they have to wait for the receipt of shares into their demat account.

Call Trade:


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Call Traded allows customers to call on a local number in their city and trade on the Telephone through customer Service Executives.

Call in Advance: The amount received from the shareholders before a call is made is known as calls paid in advance or calls in advance.

Calls in Arrears: When a call is not paid by the members within the date specified in the call notice, the amount of call unpaid on the shares is called calls in arrears.

Surrender of shares: Surrender of shares means the return (i.e. giving back) of shares bya shareholder to the company voluntarily for cancellation. It is a shortcut to the long and cumbersome procedure of forfeiture of shares.

Market Order: Customers can trade by placing market orders during market hours that allow them to trade at the best obtainable price in the market at the time of execution of the order.

Limit Order:This allows customer to place a buy/sell order at a price defined by them. The execution can happen at a price more favorable than the price, which is defined by them. They can place limit orders during holidays and nonmarketing hours too.

Respondent Profile: The respondents were from various age groups.


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The respondents behavior towards the researcher is friendly and helping attitude. The respondents were eager to give suggestions.

Limitations Of The Study:

Questionnaire contained a few number of the questions to facilitate the respondent. Area under the study was limited. I had limited time to get the detailed information about Online trading of Shares


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Chapter 4
Data Collection Analysis & Interpretation
Sources of Data: Two types of data is collected in this study 1. Primary Data 2. Secondary Data

1. Primary Data: It involves collection of data from sources from which the researcher directly collect data that have not been previously collected. In this study, primary data are collected by the use of two types of methods: Questionnaire Interviews In this study questionnaires are used to collect the data from the respondents, since where the questionnaires are not adequate ,researcher has used personal interview method for collecting data to draw the effective conclusion.

2. Secondary Data These are the data collected from various sources, used in addition to the primary data in the research. The various sources are the government publications, research organizations, journals, newspapers, websites etc The website under are.
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Data Analysis
1. Gender? A) Male B) Female

Male Female

2. Age? A) 18-28

B) 29 29-39

C) 40-49
Series 1


20 10 0 A B C D Series 1

3. Educational Qualification? A) HSC B)10+2 C)Graduate D)Post Graduate

Series 1
20 10 0 A B C D Series 1





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Series 1
40 20 0 A B C Category 4 Series 1


B) 1 LAKH 1-2

C) 2-5 LAKH


Series 1
20 10 0 A B C D Series 1

Idea about Trading or investment in shares? A) YES B) NO

Series 1
20 10 Series 1 0 A B

Are you interested in DEMAT account? YES B) NO


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Series 1
25 20 15 10 5 0 A B

Series 1

Are you trading any where? A) yes B) NO

Series 1
15 14 13 12 11 A B

Series 1


Series 1
4 2 0 A B C D E F Series 1



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Series 1
20 10 0 A B C D Series 1

If you are interested in DEMAT account then what% of INCOME you would like to invest in shares? 10)% C) (10 (10-20)% D) >20 E) N/A A) <5% B) (5-10)%

Series 1
10 5 0 A B C Series 1 D E Series 1

Do you think investment in shares market is better than any other investment?


Which media do you prefer the most as an investor? (a) T.V (b) Newspaper (c) Magazines (d) Journals


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Series 1
30 20 10 0 A B C D Series 1

Where do you often invest your money? (a) Equity ( b) Mutual fund (c) Insurance

(d) Term deposits

(e) Others

Series 1
20 15 10 Series 1 5 0 A B C D

What is the primary objective of your investment? (a) Capital appreciation (b) Source of income (c) Retirement planning (d) Wealth preservation (e) Education fundin funding

Series 1
20 15 10 Series 1 5 0 A B C D E

Online trading is an easy and fast way of trading

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(a) Strongly agree

(b) Agree

(c) Cant say

(d) Disagree

Series 1
20 Series 1 0 A B C D

Introduction of online trading helped attract new Investors thus increasing the trading volumes at Stock Market (a) Strongly agree (b) Agree (c) Cant say (d) Disagree

Series 1
30 25 20 15 10 5 0 A B C D

Series 1


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The numbers of investors are increasing at a greater speed during the recent trend. Online Trading is easy to operate and it should be made more secure. Per-capita income level is quite high and has good opportunities for investments. Investors want to invest in share markets for more returns even though there is risk. Trend shows that there is mixture of investors who trade daily and also investors who hold for long term. 40% of the traders are daily traders so Online Trading will be very helpful to them. People are aware of online trading but 68% say that it is not yet settled in Indian psyche. 50% prefer news paper media, 36% prefer T.V media and rest 14% prefer journals and magazines. Hence most of them follow television broadcasting. Equity has an equal priority to Term Deposits. Hence people can be attracted towards investment in Capital markets. Objective of investment is source of income as well as for wealth preservation. Many are making trading as a source of income hence investments can increase. Most of the people believe Online trading as safe and secure but there are few who think it is not. May because Online Trading works with internet platform. Hence care should be taken to make internet safer. Almost 60% believe that Online Trading is faster way of trading. Hence there is a wide scope of opportunities in Online trading in this fast moving world.
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Online Trading has brought reforms in to markets. Longer the trading more the amount invested in the markets.


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Chapter 5
I recommend the exchange authorities to take steps to educate Investors about their rights and duties. I suggest to the exchange authorities to increase the investors confidences. I recommend the exchange authorities to be vigilant to curb wide fluctuations of prices. The speculative pressures are responsible for the wide changes in the price, not attracting the genuine investors to the greater extent towards the market. Genuine investors are not at all interested in the speculative gain as their investment is based on the future profits, therefore the authorities of the exchange should be more vigilant to curb the speculation. Necessary steps should be taken by the exchange to deal with the situations arising due to break down in online trading. Effective monitoring of transaction have to be done in avoid uncertainties. Internet cost have to be reduced in order attract online trading users. Transparency has to maintain in the Share Markets.


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Things have changed for the better with the SHAREKHAN going on-line coupled with endeavor to stream line the whole trading system, things have changed dramatically over the last 3 to 4 years. New and advanced technologies have breached geographical and cultural barriers, and have brought the countrywide market to doorstep. In the present scenario to compete with the Brokers would require sound infrastructure and trading as per international standards. The introduction of on-line trading would influence the investors resulting in an increase in the business of the exchange. It has helped the brokers handling a vast amount of transactions and this can be an efficient trading, delivering, settlement system with adequate protection to investors. Due to invention of online trading there has been greater benefit to the investors as they could sell / buy shares as and when required and that to with online trading. The brokers has a greater scope than compared to the earlier times because of invention of online trading. The concept of business has changed today, this is a service oriented industry hence the survival would require them to provide the best possible service to the clients.


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Web site Referred http://www.sharekhan

Books Referred:

Investment management

Investment management
-Preethi Singh

Security Analysis And Portfolio Management


Marketing of Financial Services


Indian Financial System



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