Consumer behavior of Edelweiss Broking Ltd

Summer Internship Report On “Consumer Behavior of Edelweiss Broking Ltd”

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Department of Marketing

Jankidevi Bajaj Institute of Management Studies, Mumbai

Table of Content

EXECUTIVE SUMMARY ............................................................................................................. 4

CHAPTER I ..................................................................................................................................... 5

INTRODUCTION ........................................................................................................................... 5

CHAPTER II .................................................................................................................................... 8

COMPANY PROFILE & SWOT ANALYSIS ............................................................................... 8

2.1. History of the organization:- ................................................................................................. 8

2.1.1 Diversification: ............................................................................................................... 9

2.1.2 Strong and liquid balance sheet: ..................................................................................... 9

2.1.3 Risk management: ........................................................................................................... 9

2.1.4 People:............................................................................................................................. 9

2.1.5 Processes: ...................................................................................................................... 10

2.1.6 Execution expertise: ...................................................................................................... 10

2.1.7 Brand: ............................................................................................................................ 10

2.2 Founders & Promoters:- ....................................................................................................... 11

2.2.1 Mr. Rashesh Shah, Chairman & CEO ................................................................... 11

2.2.2 Mr. Venkat Ramaswamy, Executive Director ....................................................... 12

2.3 Vision:- ................................................................................................................................ 13

2.4 Mission ................................................................................................................................. 13

2.5 Quality policy:- .................................................................................................................... 14

2.6. Products:- ............................................................................................................................ 15

2.7 Competitors:- ....................................................................................................................... 16

2.8 Important financial/statistical data (sales, turnover, market share ....................................... 16

Etc.):- ......................................................................................................................................... 16

2.9 Organization chart and Departments:- ................................................................................. 17

2.10 New projects:- .................................................................................................................... 17

2.11 Awards won:- ..................................................................................................................... 18

2.12 SWOT Analysis ................................................................................................................. 19

CHAPTER III ................................................................................................................................ 20


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INDUSTRY PROFILE .................................................................................................................. 20

3.1. Credit:- ................................................................................................................................ 20

3.2. RETAIL FINANCE:- .......................................................................................................... 21

3.2.1 AGENCY BUSINESSES ............................................................................................. 22

3.2.2Corporate Finance Advisory .......................................................................................... 22

3.2.3DEBT SYNDICATION & DEBT RESTRUCTURING SERVICES............................ 22

3.3. Broking Services:- .............................................................................................................. 23

3.3.1Institutional Equities ...................................................................................................... 23

3.4 HNI Broking ........................................................................................................................ 24

3.5 Retail Broking & Distribution ............................................................................................. 24

3.5.1Industry growth- ............................................................................................................. 25

3.5.2Market share ................................................................................................................... 26

3.5.3 Turnover ........................................................................................................................ 26

3.5.4 Sales .............................................................................................................................. 26

CHAPTER IV ................................................................................................................................ 27

PROJECT WORK UNDERTAKEN ............................................................................................. 27

CHAPTER V ................................................................................................................................. 28

RESEARCH METHODOLOGY ................................................................................................... 28

5.1 Need / Significance of the Study:- ....................................................................................... 28

5.2 Scope of the Study ............................................................................................................... 28

5.3 Data Collection .................................................................................................................... 28

5.4 Sample Design ..................................................................................................................... 28

5.5. Sample size & Type ............................................................................................................ 28

5.6. Tools of Analysis ................................................................................................................ 29

5.7. Limitations of the Study ...................................................................................................... 29

CHAPTER VI ................................................................................................................................ 30

DATA ANALYSIS, INTERPRETATION & FINDINGS ............................................................ 30

6.1 Data Analysis Proposed ....................................................................................................... 30

6.2 Interpretation:- ..................................................................................................................... 33

CHAPTER VII ............................................................................................................................... 34

RECOMMENDATIONS & CONCLUSION ................................................................................ 34

7.1 Conclusion ........................................................................................................................... 34

7.2Recommendations:- .............................................................................................................. 35


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CHAPTER VIII ............................................................................................................................. 36

LEARNING’S ............................................................................................................................... 36

REFERENCES .............................................................................................................................. 37

QUETSIONNAIRE ....................................................................................................................... 38


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EXECUTIVE SUMMARY

I am fortunate enough to being a small part of such organization like Edelweiss which

has initiated by an Indian origin persona. I also believed that management learnings come

from all the subfield of it.

Being in the organization where I got knowledge of Marketing and Finance in one basket

is one of benchmark thing in my life.

Research contains -

Corporate activity & Tie-up

Response from HNI clients

Field Work

Convincing clients for meeting

Closure for personnel/Corporate tie-up

Recommendations from my point of view


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CHAPTER I

INTRODUCTION

“Market is a big black hole”

Edelweiss Group is one of India’s leading diversified financial services organization. The

Group operates across credit including Retail Finance, Financial Markets, and Asset

Management, Life Insurance; covering all significant areas of financial services in India.

The overall training has taught me about how to handle client and how to pitch on

telephone as well as due to meetings. It was a great experience to see and observe all

these things which directly came across to create awareness of new products, Upcoming

trends in market and facilities for client.

I have decided to do project where my organization also get some solution about

criteria’s of client needs and challenges faced by them. I had learned abundant things

from Edelweiss Broking Ltd. and my company Guide. I will definitely apply all these

things in my future to find solution on real problem faced by company and upcoming

organization and for Consumer fulfillment and satisfaction.

We had surveyed 200 privileged clients into the field work. This particular field work has

distributed into three teams in the Malad branch. And the motive behind the field work

and survey was to find out what are the needs of client, how to generate leads into

corporate as well as find out problem facing out by client while looking for the best

financial product.

We had projected one of the successful activities at one of the residential society where

as our main target to attract HNI client from well-established as well as upcoming


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corporates where company will provide some facilities for client through the collective

offer.

We were survey around 30-40 top corporate offices for this tie-up activities where we got

very good response from the HR manager. They were positive and cooperative towards

conducting activities and accepting proposal. We had got contact essentials from HR

manager of respected companies and which will be a future target in front of Edelweiss.

The purpose of corporate activity to generate leads into corporate and creates awareness

among the working individual so that they will ready to invest into equity market, mutual

fund and Insurance product of the company.

Within few days I have seen number of individuals and I had solved their queries on

telephony conversation. I found that there is only 5% population who has interest and

they are ready to invest into the market. Rests are still unaware about the best

recommendation provide by Edelweiss broking Ltd.

The requirement of research undertaken is to solve problem in front of the consumer as

well as to suggest them about the best product into the market.

Financial planning and wealth management are the basic needs of every individual to

support future plans and get them implement into reality. This particular effort will fulfill

the entire question raised by those personnel who is still searching for the best into the

market.

My project and respected undergoing research is basically related to find out consumer

behavior while performing in Stock or share market. It will interpret customer response

for few questions which I had asked to some customers who were looking for the

financial planning, wealth management, and asset management.

I had got very great response from the customer as there is still big amount of audience

who is looking for the Bouquet of financial planning and future structure of investment.

We can interpret what are the needs of customer from this research work and we can do

change in our way of thinking and delivering ideas while communicating with customer.

Also it will give a precise way to think from Buyer’s view.


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The target customer for this particular project was an HNI (High net worth Individual)

client.

I have done SWOT analysis of Edelweiss Broking Ltd. during my internship period so

that things will get easy for analysis and findings.

In that same period I had learned lots of thing related to marketing and branding. We

used to do daily discussion on it to improve all strategies and that is something called as

milestone of this memorable time.


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CHAPTER II

COMPANY PROFILE & SWOT ANALYSIS

2.1. History of the organization:-

Edelweiss is one of India’s leading diversified financial services Group. Edelweiss offers

a large range of products and services spanning across asset classes and consumer

segments.

Its businesses are broadly divided into Credit including Retail Finance and Debt Capital

Markets, Commodities, Financial Markets, Asset Management and Life Insurance.

The Name Edelweiss, is a derivation of German words, ‘edel’ (noble) and ‘Weiss’

(white) and has long been associated with purity, romance and nobility.

The group’s research driven approach and proven history of innovation has enabled it to

foster strong relationships across corporate, institutional and individual clients. The Life

Insurance, Retail Finance including Housing Finance, Mutual Fund and Retail Broking

businesses – both online and offline formats, have paved the way for Edelweiss to cater

to the large retail client segment. Edelweiss’ presence now covers 240 offices in 125

cities including eight international offices with 5,555 employees catering to over 572,000

clients across various businesses in retail and wholesale segments.

Edelweiss is future-ready. The company has already made proactive business investments

to service emerging customer needs on the one hand, and enhance stakeholder value on

the other.


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2.1.1 Diversification:

Over the years, Edelweiss progressively widened its services basket by moving into

adjacent business spaces. Edelweiss was a purely capital market-focused player a few

years ago; this business accounts for only about a third of its revenues today. As

Edelweiss continues to broad base revenues, a rising proportion of growth will be derived

from its Credit, Asset Management, Commodities and Insurance businesses.

2.1.2 Strong and liquid balance sheet:

Edelweiss possessed a balance sheet size at the end of FY 12 of over INR 145 Bn with a

net worth of over INR 28 Bn. Edelweiss focuses on low gearing that provided the

organization with sufficient headroom to fund growth without comprising its balance

sheet integrity.

2.1.3 Risk management:

Edelweiss’ risk mitigation practices are strengthened through timely investments in

people, processes and IT capabilities on the one hand, and credible governance practices

stewarded by an industry-renowned Board on the other.

2.1.4 People:

Edelweiss cultivates a culture of entrepreneurship and ownership among its people. The

Group continues to invest in developing leadership and managerial talent across the

organization through a four-tier system of identifying, nurturing and mentoring leaders.

Fountainhead, Edelweiss’ state-of-the-art leadership center in Alibaug, is among few


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such centers in the Indian Financial Services industry, promoting among others, a culture

of training and development across the group.

2.1.5 Processes:

Edelweiss has undertaken a significant restructuring of its business to enhance

operational efficiencies, dividing the organization into two operational clusters;

Wholesale and Retail and SBU groupings that provide the scale and ergonomic growth.

The company has carried out a visioning exercise with a roll-down across the

organization to ensure clear articulation of its growth aspirations.

2.1.6 Execution expertise:

Edelweiss’ focus on error free and timely execution across businesses represents the core

of its success. It possesses strong project teams that focus on processes, reviews and

deliverables. Whenever necessary, it re-engineers processes and innovates state-of-the-art

technology solutions that enhance efficiency.

2.1.7 Brand:

The Edelweiss brand is a much respected brand enjoying widespread recognition due to

consistent investment in diverse set of brand building efforts spanning both conventional

and unconventional channels. The ‘Ideas create, values protect’ tagline underlines all

branding efforts. A testament to the quality of the reputation being enjoyed by Edelweiss

is the fact that Super brands India has recognized Edelweiss as the Business Super brand

in the year 2011.


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2.2 Founders & Promoters:-

2.2.1 Mr. Rashesh Shah, Chairman & CEO

Mr. Shah, co-founder of the Company has over 20 years of diverse experience in the

financial services industry in India and has been instrumental in building Edelweiss into

one of India's leading diversified financial services companies. Rashesh serves on the

Boards of various companies and public institutions. He has previously been on the

Executive Committee of the National Stock Exchange and also on the SEBI (Stock

Exchange Board of India) committee to review Insider Trading Regulations. He currently

serves as Chairman, Maharashtra Council of FICCI. His academic qualifications include

an MBA from Indian Institute of Management, Ahmedabad, a Diploma in International

Trade from the Indian Institute of Foreign Trade, New Delhi and Bachelor's Degree in

Science from the University of Mumbai.

Prior to founding Edelweiss, he worked with ICICI, then India’s premier industrial

development bank and today its largest private sector bank. In 1996, encouraged by the

opportunity in the financial services sector as a result of economic reforms and

liberalization in India, Rashesh founded Edelweiss with initial equity capital of INR 1 Cr

(USD 250,000). Since then, Edelweiss has grown into a large diversified financial

services house offering Credit, Capital Market, Asset Management, Housing Finance and

Insurance products to a wide range of Institutional, Corporate and Individual customers.

From 10 employees in 2000, Edelweiss is now 3,500 employees strong, with a net worth

of over USD 500 MN.

Rashesh’s focus on innovation and his passion for growth through expansion into

related/adjacent markets has been a key differentiator for Edelweiss. Under his

leadership, the company has combined growth oriented entrepreneurship with a strong

focus on risk. The company’s consistent growth can be attributed to the culture of

ownership and partnership that is nurtured amongst the employees of Edelweiss. A

pioneering move to reward those who built Edelweiss with ESOPs has resulted in one of

the most broad-based employee-ownerships among financial services companies in India.


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Rashesh has served on the Boards of various companies and public institutions. He has in

the past served on the Executive Committee of the National Stock Exchange and has

recently been appointed as Chairman, Maharashtra Council of FICCI. He also chairs the

National Council on Capital Markets formed by ASSOCHAM. He has been nominated to

the Executive Committee of a proposed US - India Investors Forum.

His academic qualifications include an MBA from Indian Institute of Management,

Ahmedabad, a Diploma in International Trade from the Indian Institute of Foreign Trade,

New Delhi and a Bachelor's Degree in Science from the University of Mumbai.

Besides writing regularly for various leading business dailies and publications in India,

Rashesh’s views on the Indian economy and policy issues are regularly sought by leading

Indian and global business journals. He is also a regular speaker at various industry and

economic forums.

Among the several accolades Rashesh has received, are the ‘Entrepreneur of the Year’

award from Bombay Management Association (2008-2009) and the ‘Special Award for

Contribution to Development of Capital Markets in India’ by Zee Business at the India’s

Best Market Analyst Awards, 2011.

A voracious reader and keen tennis player, Rashesh’s current passion is running

marathons.

2.2.2 Mr. Venkat Ramaswamy, Executive Director

Mr. Ramaswamy, Executive Director and co-founder, Wholesale Capital Markets and

Wholesale Asset Management, of the Company spearheads one of the Company’s most

strategic businesses Financial Markets and Asset Management. He brings significant

experience and expertise on client relationships to Edelweiss. Prior to Edelweiss, he

worked with Spartek Emerging Opportunities Fund and ICICI Limited. His academic

qualifications include an MBA from the University of Pittsburgh, United States Of

America and a Bachelor’s Degree in Electronics Engineering.


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An MBA from the University of Pittsburgh, United States Of America and a Bachelor’s

Degree holder in Electronics Engineering, Venkat Ramaswamy is widely recognized as

one of India’s finest deal makers. Amongst his many responsibilities he also Co-Heads

two of Edelweiss’ most strategic businesses – Wholesale Capital Markets and Wholesale

Asset Management.

After having worked in the Project Financing team of Industrial Credit and Investment

Corporation of India (ICICI) Ltd., then India’s premier project finance institution and

today its largest private sector bank, and as a fund manager with Spartek Fund – India’s

first PE fund – Venkat co-founded Edelweiss Financial Services Ltd.

Since then he has been one of the driving forces in transforming what was once India’s

first new age boutique investment bank to a leading diversified financial conglomerate in

a span of just a decade and a half.

Using his enormous skills at building and maintaining client relationships, Venkat has

been instrumental in building a client-need focused solutions approach in the Edelweiss

Investment Banking team. It has also seen the Group winning many accolades in the

Investment Banking and Private Equity Syndication space.

Venkat is not just a regular commentator in the Indian business media on issues

concerning capital markets, investments and mergers and acquisitions, but also in

demand as a speaker at various industry forums.

2.3 Vision:-

1. To be a high quality organization

2. Recognized as the most reliable and trusted advisor

3. To be one of the most exciting places to work in the country.

2.4 Mission: -

To be a most excited place to work


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2.5 Quality policy:-

Since inception, Edelweiss’ operations have been governed by a set of guiding principles

that have clarified and eased decision-making, however challenging the circumstances.

These set of ten principles ensure that the company does the right things for the right

reasons without compromising on the long-term vision.

The Edelweiss brand, built over the past decade enjoys a high degree of awareness,

respect and recognition. “Ideas Create, Values Protect,” epitomizes our belief that every

idea, however profitable or attractive, must always be reinforced by a strong and

sustainable set of values.

• We will be a Thinking Organization. We will constantly bring ‘thought’ to

everything we do. Our clients’ and our own success depends on our ability to use greater

ideation and more imagination in our approach.

• We will be fair to our clients, our employees and all stake holders. We want our

clients and our employees to be ‘richer’ for their relationship with us.

• We will take care of our People seriously. Our policies - in spirit and in letter -

will ensure transparency and equal opportunity for all. We will go beyond the normal

goals of attracting, recruiting, retaining and rewarding fine talent. We will ensure that

every individual in Edelweiss has an opportunity to achieve their fullest potential.

• We will operate as a Partnership, internally and externally. Though individuals

are very often brilliant, we believe teamwork and collaboration will always ensure a

better and more balanced organization. We will also treat our clients as partners and show

them the same respect and consideration that we would our internal team members.

• We will focus on the Long Term. Though the world will change a lot in the

coming years and our assumptions for the future may not hold up, we will reflect on the

long-term implications of our actions. Even when making short-term decisions we will be

aware of the long-term implications.


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• We will focus on Growth for our clients, employees and shareholders.

• Our Reputation and Image is more important than any financial reward.

Reputation is hard to build and even harder to rebuild. Our reputation will be impacted by

our ability to think for our clients, maintain confidentiality and by our adherence to our

value system.

• We will Obey and Comply with the rules of the land. We will maintain the

highest standard of integrity and honesty. When we are unclear we will seek

clarifications.

• We will respect Risk. Our business is going to be a constant challenge of

balancing risk and reward. Our ability to constantly keep one eye on risk will guide us

through this fine balance.

• Our Financial Capital is a critical resource for growth. We will endeavor to grow,

protect, and use our financial capital wisely.

2.6. Products:-

Products offered by Edelweiss broking Ltd.-

Product Risk Returns Specification

Intraday Call 0.8% 1.5% Risk is very high

Carry trade

buy/cell

0.8% As per the client Only in derivatives

Trading calls 4-7% 7-15% 15-20 days

T+5 product 5-7% 3-4% Client oriented

UDAAN 10% 15% + per call 90 -180 days

Table 2.1.Products by Edelweiss Broking Ltd.


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2.7 Competitors:-

All top Trading companies including ICICI direct, Kotak Securities, HDFC securities,

Motilal Oswal financial services ltd.

2.8 Important financial/statistical data (sales, turnover, market share

Etc.):-

Edelweiss has delivered strong operating and financial performance since inception,

consistently demonstrating a strong track record of high growth and profitability. Our

Revenues have grown at a 12-year CAGR of 64% and PAT at 73% till FY15.

As at the end of March 31, 2015 Edelweiss Group’s Net worth including minority interest

stood at Rs.3, 531 cr, indicating a strong balance sheet. Our Tangible Equity, excluding

the intangibles like Deferred Tax Asset and investment in insurance business and shares

held by the Employee Trust etc. is Rs.2, 487 cr. The leverage as on March 31, 2015 is 5.8

times excluding the back to back borrowings indicating a healthy position whereby the

balance sheet can be further levered.

Consolidated Financial Performance of Edelweiss Financial Services Limited:

Edelweiss benefits from a strong and liquid balance sheet with a reasonable leverage. A

strong capital base and adequate profitability year after year allows Edelweiss to

constantly invest in new businesses with an eye on future growth while scaling up the

existing businesses. A large capital base also allows it to transact larger volumes of

broking and trading in the markets giving it a leadership position in Institutional Equities

business. It also enables the group to add debt capital as and when required at reasonable

rates. Our market capitalization as on March 31, 2015 was ~Rs. 5,000 cr.


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2.9 Organization chart and Departments:-

Fig.2.1.Organization chart of Edelweiss Financial Services.Pvt.Ltd.

2.10 New projects:-

Investing in leadership has been an integral part of their philosophy. As a part of this

objective, their Leadership Program encompassing Senior Leaders, Advancing Leaders

and Emerging Leaders has been moving along briskly.

Their leadership groups now comprise a healthy mix of those who have been with the

organization for quite a few years and those who are new, thereby providing a variety of

perspectives and views. They are committed to providing an opportunity to all who can

contribute at a leadership level.

They are confident that the strong business foundation coupled with depth of leadership

that they have developed in the last few years will ensure that the Organization is ready to

meet their growth objectives. They will continue to invest in people development,

improve processes, and focus on productivity and efficiency. Learning & Development

will be the key in growing our Functional & Management leadership with customized

training Programs.

Edelweiss group

Financial markets

commodities Credit Asset

Management Insurance


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Also they are looking forward to acquire banking license into upcoming years so that

they can expand business into one more portal.

2.11 Awards won:-

• Best Equity Broking House (Institutional)

• Outdoor Advertising Award

• Best Local Brokerage House

• ULIP Performance

• Bull of the Year Award

• BFSI Vision CSR Award

• My FM Star Award

• BizTech – EMC Transformers Award


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2.12 SWOT Analysis

Strength

Brand

Having a Big Exposure

Weaknesses

No.of clients

Opportunities

Huge market

40 lines of business in 15 years and still

only 5% people are investing in market

So they have big quantity to approach

Threats

Competition

Market is going long(Bullish) that is why

they are facing problem

Market was volatile due to month of May-

June 2015

Table.2.2.SWOT analysis


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CHAPTER III

INDUSTRY PROFILE

The businesses of Edelweiss are organized around four broad lines – Credit including

Retail Finance, Agency businesses including Financial Markets, Agri & Commodity

services and Asset Management, Life Insurance and Balance Sheet Management Unit.

Life Insurance and Retail Finance businesses have been launched recently and are the

newest businesses of the group. The Credit Business includes structured collateralized

Finance to Corporates, loans against securities and Retail Finance which encompasses

housing finance including small ticket housing loans, rural finance, loans against property

and SME finance.

Within the Agency Businesses, Financial Markets businesses include corporate finance

advisory, brokerage services – institutional, HNI and retail, wealth management, financial

products distribution and Fixed Income Advisory. Agri & Commodity services business

includes sourcing and distribution of agri commodities, commodity services, precious

metals and a gold refinery. The Asset Management business includes illiquid alternatives,

liquid alternatives, retail asset management and asset reconstruction businesses.

3.1. Credit:-

With a deep knowledge and understanding of financial markets backed by strong

origination capabilities, the Company’s primary offering in the financing business

includes collateralized loan products such as collateralized loans to corporates, structured

finance, real estate finance, loans against securities, Public Issue finance, loans against

ESOPs and margin funding etc. Mid-to-large corporates constitute its key clientele. Our

prudent financing norms, strong risk management and a conservative margin of safety


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(typical collateral cover ranges from 2x to3x) ensures low non–performing loans.

Edelweiss continues to work on new product offerings around other asset classes.

Credit business of Edelweiss offers five broad products –

1. Mortgages including home finance,

2. loan against property and real estate finance,

3. Structured Collateralized Credit to corporates where we provide customized

solutions,

4. Distressed Assets Credit through our Asset Reconstruction Company,

5. SME and Agri financing, and Loan against securities, rural finance & other loans.

These five broad products provide us with the intended diversification in our credit

business thereby reducing the concentration risk. While wholesale credit Products caters

to niche markets, retail segment loans provide the desired potential for scaling up in a

vast Underpenetrated market like India.

3.2. RETAIL FINANCE:-

Edelweiss took a major step in diversifying its asset classes and client segments in the

credit business through the launch of retail finance business in H2FY11. As a part of this,

the housing finance subsidiary initially launched its home loans business in Mumbai and

has expanded to all major cities in India. Considering that it is the aspirations of all

Indians to own a home and the migration of working class from rural to semi-urban and

Urban cities will also drive demand for housing; this business represents an exciting

opportunity reinforcing Edelweiss’ intent to cover a larger retail footprint. The business

offers home loans, small ticket housing loans, loans against property and lease rental

discounting.


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3.2.1 AGENCY BUSINESSES

Our Agency businesses include Financial Markets, Agri & Commodity services and

Asset Management businesses.

FINANCIAL MARKETS

3.2.2Corporate Finance Advisory

Equity Capital Markets & Advisory Services

Edelweiss has one of the most extensive product offerings in Corporate Finance Advisory

in India, catering to different market and client segments. The verticals within Corporate

Finance Advisory include Equity Capital Markets encompassing IPOs/FPOs, QIPs,

Rights and Open Offers, and Advisory services which offer Mergers & Acquisitions

Advisory, Private Equity Syndication, Structured Finance Advisory and Infrastructure

Advisory.

Edelweiss enjoys strong franchise with emerging and mid-market companies which is

reflected in the # 1 ranking in both Bloomberg tables for Mid-market Private Equity

placements in CY2007 and Prime Database league tables for IPOs in Mid-market

segment in FY2008. It was adjudged winner in the Best Merchant Banker category in the

Outlook Money NDTV Profit Awards 2008.

3.2.3DEBT SYNDICATION & DEBT RESTRUCTURING SERVICES

All corporates need large requirements of funds by way of debt and equity for timely

financial closure of their projects. Our Fixed Income advisory business assists them to

achieve their goals by providing specialized Syndication, Structuring and Advisory

services.


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The business offers a wide range of financial services such as debt syndication services to

various corporates by arranging financial assistance (both term loan and working capital)

for their projects and operations. It also offers debt restructuring services to corporates to

help them tide over temporary cash flow problems. It has a strong complement of

qualified and experienced team of professionals who take care of the clients’ special

needs and provide customized solutions.

3.3. Broking Services:-

3.3.1Institutional Equities

Edelweiss has one of the leading institutional equities businesses in India backed by a

large and experienced research team and a large and diversified client base with a market

share of 4% to 4.5%, among the highest in Indian brokerage firms. Intense servicing,

seamless execution and innovative research products have helped Edelweiss build strong

relationships with over 400 active institutional investors, including domestic institutional

investors and FIIs across different geographies. Edelweiss provides broad corporate

access via annual Investor Conferences in different locations across the world with a

strong investor and Indian corporates participation.

Research coverage presently extends to over 200 companies across 24 sectors accounting

for over 75% of total market capitalization representing one of the largest Research

coverage universes. The quality and caliber of research associated with Edelweiss is

widely regarded across the institutional community. It continues to focus on path

breaking Perspective Research which identifies future trends before they become popular.

After the landmark India 2020 Report that Edelweiss published in March ‘10, it has come

out with another thematic report on opportunities Rural India offers. The Prescriptive

Research of Edelweiss believes in never missing a beat with multi-dimensional company

research covering important company events like quarterly results, bottom up equity

research and special reports such as Annual Report analysis and Analysis Beyond

Consensus. It is also considered a Thought Leader in Alternative and Quant Research


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with over 15 regular products such as pair trading strategies, corporate action tracker etc.

Edelweiss’ commitment to provide cutting edge research has resulted in a pioneering

effort to provide online research to its clients through the portal www.edelresearch.com

with smart features of quick sorting of information, analysis and convenient archiving.

Edelweiss has been awarded “Best Advisory Broker, Asia” in the World Finance

Exchanges and Brokers Awards 2011. More recently, Edelweiss has been adjudged as the

“Best Equity Broking House – Institutional” at the Dun & Bradstreet’s “BSE – D&B

Equity Broking Awards 2014”. Edelweiss has also been ranked as the #2 Best Local

Brokerage house and #2 Best Brokerage House for Roadshows and Company Visits in

the Asia money Brokers Poll 2014.

3.4 HNI Broking

Edelweiss offers dedicated equities and commodities broking services to high net-worth

individuals with a strong emphasis on building long-term relationships with them.

Product offerings include specialized trading execution for active trading clients and

structured products backed by high quality execution and reporting.

3.5 Retail Broking & Distribution

Retail Broking and Distribution are the new initiatives of the Group under its Retail

Business strategy. The organic Retail broking business is through the online portal

www.edelweiss.in and provides advisory and research based broking services supported

by high quality execution platform and best in class reporting.

Edelweiss has also completed the acquisition of Anagram Capital Limited in July ’10,

which has now merged with Edelweiss Broking Ltd. Retail broking business has also

expanded its presence through a strong network of over 4,800 Authorized Persons and

Sub-brokers across India.

http://www.edelresearch.com/


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Fig.3.1.Xtreme Trader Window

3.5.1Industry growth-

I. About edelweiss broking ltd and solutions offering by it-

Started in 2007, the broking business of Edelweiss is dedicated to building long term

relationships with clients and empowering them to gain from market opportunities.

Enabling investors to benefit from all market opportunities, we provide facilities to invest

and trade in all major asset classes.

1. Equities

2. Mutual fund

3. Housing loan

4. SIP

5. Loan against property

6. Real Estate

7. F&O

8. Currency derivatives


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3.5.2Market share

Market share is 11-14%

3.5.3 Turnover

Cr market capital and employee strength is 4000-5000

3.5.4 Sales

They accommodate 100 Cr for last FY15.


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CHAPTER IV

PROJECT WORK UNDERTAKEN

This project is basically associated with client interaction and offering them a better

service to participate into the market. Initially it was team of 10 interns at the Malad

office including me. Afterwards, this population has got divided into three teams under 3

Relationship managers.

The work has got implemented because this project has interference from Branch

Manager. I came to know that if decided target has to get completed then discipline is the

necessary thing.

This project has assigned under three sales managers who had huge experience about

how to convince client, How to snatch them from another competitors and How to tackle

any type of consumer.

Initially our work was associated with corporate tie-up activity. Where we had visited

around 30-40 Big corporates Head offices to obtain contact essentials from HR manager

and motive behind this effort was to create awareness in corporate regarding new

strategies and upcoming products by Edelweiss broking Ltd.

Our Sales manager used to provide them initially 500 Rs. Brokerage absolutely free so

that client at least get idea about what exactly market going in current scenario and how

to perform into it.

Collectively this activity will be going to create market awareness and it will push clients

thought process towards investment into equity market and other exciting products

provided by Edelweiss Broking Ltd.


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CHAPTER V

RESEARCH METHODOLOGY

5.1 Need / Significance of the Study:-

It will interpret problem facing by clients due to finding out best product to invest.

It will also conveyed dilemma facing by the consumer while investing into the

market.

5.2 Scope of the Study

1. It will provide information related to investment style and criteria of

customer.

2. It will also deliver about customer requirement from edelweiss financial

services

5.3 Data Collection

Data collection has done using primary sources.

5.4 Sample Design

The sampling plan has done according the purpose of project to find out what

exactly the clients need and about his/her projection towards future.

This study is based on thinking of customer while answering to those questions

and his behavior into financial market.

5.5. Sample size & Type

We had surveyed some 200 HNI clients and HR managers.


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5.6. Tools of Analysis

I had used standard deviation method for optimizing number of responses so that I

will come to the conclusion.

5.7. Limitations of the Study

1. The time span was short due to training therefore I was unable to take all

the opinions from clients.

2. As well as some HNI’s has already invested into the other services and

they have consultant/Relationship manager to provide recommendation

therefore such HNI’s found to be least interested into the offer.

3. Working professional or fresher who were not the target customer but

since I had handled them, though I got very good response but such clients

will not be part of survey because their amount for investment is less than

HNI’s.


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CHAPTER VI

DATA ANALYSIS, INTERPRETATION & FINDINGS

6.1 Data Analysis Proposed:-

The data collected through questionnaire and the records available was examined in

detail; it was further classified and tabulated for the purpose of analysis to generalize

percentage.

Based on the information conclusions are drawn, suggestions and recommendations are

made which can be used in to delivering best to the client’s needs. As well as this market

survey will let them think towards the problem facing by client due to invest into the

market.


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Fig.6.1.data analysis


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According to data I had got percentage of people who are ready to invest and having

knowledge about market. I have specified it by taking Mean, Standard deviation and

Standard error of data.

The following pie chart will show the percentage of client for preference:-

Here I have taken opinion in the format of Yes or No. and I got positive response for the

question. People seemed to be initiative while answering questions.

Fig 6.2.Consumer Behavior of Edelweiss Broking Ltd.


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6.2 Interpretation:-

According to study I have found out that there are client who are responsive while

answering questions but not all seem to be initiative. The survey held between in the

month of May and June of 2015.This is the time where market was very volatile and

unpredictable. So according to that reaction of client has observed.

This study portrays that 9% clients are ready to invest into market; they are ready

to taking initiative but still dubious about investment.

There are 10% clients who had done their tax planning.

This chart describes that 10% clients are ready to do investment into equity

market irrespective of volatility of the current market.

About 10% clients are ready to take risk while doing investment into intraday or

delivery.

According to study 11% are believe into making profit in the market as well as

they having assurance that if they will invest into the market then they will

definitely earn profit.

There are 11% people who are ready to invest into mutual fund via SIP plan or

upcoming Mutual fund products of Edelweiss Broking Ltd.

The pie chart describes that there are 10% population who had taken loans for

personal as well as work purpose.

The picture depicted most important thing which is that 9% consumers in the

market had already done their future planning by retirement plan and various

another options available in the market.

This survey also conveyed that 11% population has their own advisor for financial

planning purpose, Wealth management and tax planning.

9% clients answered that they had taken mediclaim and Insurance policy to secure

their life from unexpected health damage.


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CHAPTER VII

RECOMMENDATIONS & CONCLUSION

7.1 Conclusion:-

In the two months of training I have realized that Edelweiss has big brand exposure and

currently they belong to the Market in the form of big player. There will be huge

possibility to grab all market for them if they will get banking license as soon as possible.

Though they are focusing on HNI clients and catering to highly established firms and

organization then also the person who has started newly or having low exposure for

investment into equity market will give them huge business in upcoming years because

client is also doing tremendous growth while performing into the market.

They should take care of such clients who will provide them future business and also

need to concentrate on developing branch into Indian market. Since we are belongs to

second largest power in the World. We will be having great opportunity to invest into the

equity market and commodity trading.


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7.2Recommendations:-

They should increase employee strength.

They need to focus on serving clients who are already experiencing services from

Edelweiss Broking Ltd. since it is business related to Relationship within clients

and server.

They should maintain proper follow up for low exposure clients because such

client will provide them future business in coming years.


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CHAPTER VIII

LEARNING’S

I had learned how to tackle clients on field as well as on telephony conversation.

I had learned how to do product marketing when organization was facing lots of

challenges.

Snatching clients from another firm by giving new offer and recommendations

I had handled telephony to recommend clients as well as I had gone for meetings

Where I had seen positive response from clients.

Conducted promotional activity (Corporate activity) for creating awareness

through corporate.

I had learned that how to negotiate with customer while offering services &

product.

I have seen established as well as newcomer clients into the market.

The whole agenda behind this two months effort is to sell product in various ways

and strategies to earn business from market and providing contribution to revenue

of organization.


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REFERENCES

WEBSITES:-

1. www.edelwiessfin.com

2. www.edelweiss.in

NEWSPAPERS

1. The Economic Times

2. Mint

http://www.edelwiessfin.com/

http://www.edelweiss.in/


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QUETSIONNAIRE

1. Do you invest?

2. Do you have you tax planning?

3. Do you prefer invest into equity market?

4. Do you believe in taking risk?

5. Are you conscious about making profit?

6. Do you invest into mutual fund?

7. Have you taken any loans?

8. Do you have any future retirement plan?

9. Do you have someone’s advice on your investment?

10. Do you have any insurance and mediclaim policy?