Internship Report

INTERNSHIP REPORT

Submitted in partial fulfillment of the requirements for the award of the

Degree of Bachelor of Commerce (Hons) of Christ University during the year 2012-13.

By

RIDDHI JHAWAR

Under the guidance of

MR. SHINIL SEBASTIAN

Department of Commerce

Christ University

Bangalore- 560029

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CERTIFICATE

This is to certify that the internship on ANAND RATHI

Submitted to Christ University in the partial fulfillment of B.Com (Hons)

Course by RIDDHI JHAWAR under my guidance and supervision. This

has not formed a basis for the award of any other degree of Christ University

or any other Universities.

PLACE: BANGALORE

DATE:

HOD GUIDE

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DECLARATIONI, name RIDDHI JHAWAR hereby declare that this internship report is a record of work

carried out by me at ANAND RATHI under the guidance of MR. SINIL

SEBASTIAN in partial fulfillment of the requirement of the award of the Bachelor of

Commerce (Hons) in Christ University. I also declare that this has not formed a basis for

the award of any degree of Christ University or any other Universities.

Place: Bangalore RIDDHI JHAWAR

Date:

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ACKNOWLEDGEMENT

“Expression of feelings by words makes them less significant when it comes to make statement of gratitude”It gives me pleasure to express my most profound regards and sense of great indebtedness and sincere gratitude to my Company guide Mr Sanjeev kr shukla ( Regional Manager ,Retail Product , Anand Rathi Securities ltd .New delhi .)

I would thank to my report guide Mr Shinil Sabastian for his guidance in preparing this report.

I would also like to thank my company senior employees Mr Lokesh ( commodity head )

Mrs Dipti Sharma (head of HR ) and all other employees of the company who gave

guidance and support during the completion of the report and my stay in the organisation.

I express my sincere thanks to all of them for creating favorable atmosphere

and for providing me their valuable & precious time. Their constant support

and encouragement have made this report successful.

And lastly but most importantly I would like to thank my parents and family members for their support throughout .

RIDDHI JHAWAR

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CONTENT

S.NO INDEX PAGE NO

1. PROFILE OF THE ORGANIZATION

1.1 Organization History 7 1.2 Acquisition 12 1.3 List Of Product 13 1.4 Mission 14 1.5 Vision 14 1.6 Philosophy 14 1.7 Slogan 15 1.8 Objective Of Studying The Organization 15 1.9 Product And Services 16 1.10 Clientile 18 1.11 Branch and Offices 20 1.12 Key Location 21 1.13 Competitors of AR 22 1.14 Organizational Design And Structure 24

2. FUNCCTIONAL AREAS OF THE ORGANISATION

2.1 Services Provided By AR 26 2.2 Major Departments 29

3. SWOT ANALYSIS OF THE ORGANISATION

3.1 SWOT Analysis 30 3.2 Key Result Areas Of The Organization 31 3.3 Finance Department Working 32

4. ORGANIZATIONAL PERFORMANCE

4.1 Significant Factors For Success 33 4.2 Merits And Demerits Of AR 34 4.3 Performance Appraisal System 35 4.4 Sales Development 36

5

S.NO INDEX PAGE NO

5. CONCLUSION

5.1 Future Plans Of The Organization 38 5.2 Sustainability Of The Organization 39

6. ANNEXES 41

7. BIBLIOGRAPHY 42

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CHAPTER : 1

PROFILE OF THE ORGANISATION

AnandRathi (AR) is a leading full service securities firm providing the entire gamut of financial services. The firm, founded in 1994 by Mr. AnandRathi, today has a pan India presence as well as an international presence through offices in Dubai and Bangkok.

AR provides a breadth of financial and advisory services including wealth management, investment banking, corporate advisory, brokerage & distribution of equities, commodities, mutual funds and insurance - all of which are supported by powerful research teams. 

The firm's philosophy is entirely client centric, with a clear focus on providing long term value addition to clients, while maintaining the highest standards of excellence, ethics and professionalism. The entire firm activities are divided across distinct client groups: Individuals, Private Clients, Corporates and Institutions.

1.1 ORGANIZATION HISTORY

Company Profile

Milestones

AR Core Strengths

Management Team

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About AnandRathi

AnandRathi (AR) is a leading full service securities firm providing the entire gamut of financial services. The firm, founded in 1994 by Mr. AnandRathi, today has a pan India presence as well as an international presence through offices in Dubai and Bangkok.

AR provides a breadth of financial and advisory services including wealth management, investment banking, corporate advisory, brokerage & distribution of equities, commodities, mutual funds and insurance, structured products - all of which are supported by powerful research teams.

The firm's philosophy is entirely client centric, with a clear focus onproviding long term value addition to clients, while maintaining the highest standards of excellence, ethics and professionalism. The entire firm activities are divided across distinct client groups: Individuals, Private Clients, Corporate and Institutions and was recently ranked by Asia Money 2006 poll amongst South Asia's top 5 wealth managers for the ultra-rich.

In year 2007 Citigroup Venture Capital International joined the group as a financial partner.

Equity & Derivatives Brokerage

AnandRathi provides end-to-end equity solutions to institutional and individual investors. Consistent delivery of high quality advice on individual stocks, sector trends and investment strategy has established us a competent and reliable research unit across thecountry.

Clients can trade through us online on BSE and NSE for both equities and derivatives. They are supported by dedicated sales & trading teams in our trading desks across the country. Research and investment ideas can be accessed by clients either through their designated dealers, email, web or SMS

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Milestones

1994:

Started activities in consulting and Institutional equity sales with staff of 15

1995:

Set up a research desk and empanelled with major institutional investors

1997:

Introduced investment banking businessesRetail brokerage services launched

1999:

Lead managed first IPO and executed first M & A deal

2001:

Initiated Wealth Management Services

2002:

Retail business expansion recommences with ownership model

2003:

Wealth Management assets cross Rs1500 croresInsurance broking launchedLaunch of Wealth Management services in Dubai Retail Branch network exceeds 50

2004:

Commodities brokerage and real estate services introducedWealth Management assets cross Rs3000croresInstitutional equities business re-launched and senior research team put in place Retail Branch network expands across 100 locations within India

2005:

Real Estate Private Equity Fund LaunchedRetail Branch network expands across 200 locations within India

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2006:

AR Middle East, WOS acquires membership of Dubai Gold & Commodity Exchange (DGCX)

Ranked amongst South Asia's top 5 wealth managers for the ultra-rich by Asia Money 2006 poll Ranked 6th in FY2006 for All India Broker Performance in equity distribution in the High Net worth Individuals (HNI) Category

Ranked 9th in the Retail Category having more than 5% market shareCompletes its presence in all States across the country with offices at 300+ locations within India

2007:

Citigroup Venture Capital International picks up 19.9% equity stakeRetail customer base crosses 100 thousandEstablishes presence in over 350 locations

AR Core Strengths

Breadth of Services

In line with its client-centric philosophy, the firm offers to its clients the entire spectrum of financial services ranging from brokerage services in equities and commodities, distribution of mutual funds, IPO’s and insurance products, real estate, investment banking, merger and acquisitions, corporate finance and corporate advisory.

Clients deal with a relationship manager who leverages and brings together the product specialists from across the firm to create an optimum solution to the client needs .

Management Team

AR brings together a highly professional core management team that comprises of individuals with extensive business as well as industry experience.

The senior Management comprises a diverse talent pool that brings together rich experience from across industry as well as financial services.

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Management Team (Corporate)

Anand Rathi (AR) set up in 1994, is one of India’s fastest growing full-service securities firm with a presence in more than 350 locations across India and has offices in Dubai & Bangkok. AR provides wealth management services, investment banking, brokerage & distribution services in the areas of equities, commodities, mutual funds and insurance. The group caters to the financial needs of diversified group of clients, which include the well-reputed Corporate Groups, Institutions, Foreign Investors, Individuals as well as wealthy families.

Mr. Anand Rathi - Group Chairman Chartered Accountant Past President, BSE Held several Senior Management positions with one of India's largest industrial groups

Mr. Pradeep Gupta - Managing Director Plus 15 years of experience in Financial Services

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Mr. Amit Rathi - Managing Director Chartered Accountant & MBA plus 9 years of experience in Financial Services 

In-Depth Research

Our research expertise is at the core of the value proposition that we offer to our clients. Research teams across the firm continuously track various markets and products. The aim is however common - to go far deeper than others, to deliver incisive insights and ideas and be accountable for result

1.2 ACQUISITION:

ANZ Grind lays : $ 1.34 bn from August 2000.

Hong Kong Consumer Bank: $ 1.32 bn

Thailand Nakornthan Bank : $ 320 million

Indonesians Bank Per-Mata : $ 366 million from Oct. 2004.

Korea First Bank : $ 3.3 bn from Apr. 2005.

Standard Chartered PLC is listed on both the London Stock Exchange andthe Stock Exchange of Hong Kong and is in the top 25 FTSE-100companies, by market capitalization. Top 100 companies list, no other bank present except Bank of America’s position 69th and position of standard chartered bank is 74th.

Offices of ANANDRATHI are in 197 cities across 28 states & it has alsobranches in Dubai & Bangkok with more than 44000 employees. It has daily turnover in excess of Rs.4bn. It has 1, 00,000+ clients nationwide.

It is also leading distributor of IPO’s.

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In India where ANANDRATHI is present in 21 STATES:

Andhra PradeshAssamBiharChhattisgarhDelhiGoaGujratHaryanaJammu & KashmirJharkhandKarnatakaKeralaMadhya PradeshMaharashtraOrissaPunjabRajasthanTamil NaduUttar PradeshUttaranchalWest Bengal

1.3 LIST OF PRODUCTS :

Demat Accounts

Mutual Funds

Derivatives

Commodities

Bonds

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Trading Account

Insurance

1.4 MISSION

To be India's first Multinational providing complete financialservices solution across the globe

1.5 VISION

Providing integrated financial care driven by the relationship oftrust and confidence.

1.6 PHILOSOPHY:

AnandRathi tries and understands the financial needs; to offer personal advice and expert

analysis that one one needs for assets to go Xtra mile. The ability to think far ahead and

formulate long-term strategy coupled with long hours of practice and research are the key

drivers which make wealth work harder for you.

The company believes that the key to build wealth lies in allocating assets across

various markets, financial instruments and industry sectors. Keeping this in mind it

leverages its expertise in scientific asset allocation, to help you maximize returns and

minimize risks.

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1.7 SLOGAN :

“behind every successful Investor”

The firm's philosophy is entirely client centric, with a clear focus on providing

long term value addition to clients, while maintaining the highest standards of excellence,

ethics and professionalism.

1.8. OBJECTIVES OF THE ORGANISATION

Anand Rathi services are categorized to serve diverse financial needs and the diverse

investment strategies that are required to grow a client’s wealth.

Growth: Designed for the young executive, it comprises a set of products and services that

allow start up incomes maximize potential to grow in the long term. A special offering has

been designed for working couples.

Equity: A pure equity offering with a unique strategy that keeps in perspective capital

conservation through medium and long strategies such as dividend yields, IPOs, buy-backs,

value picks, sectoral picks, growth fund opportunities etc. PMS is offered selectively.

Wealth: A top of the line service offering that comprises the entire basket of services that

include specialized equity advisory including personal advise from our highly reputed

advisory panel across taxation, debt, equity and money markets, automatic portfolio and

rebalancing management, insurance and loan advisory, access to a 8 hr 6 days a week

helpline. Portfolio Management Services is offered selectively.

Anand Rathi realises that every one of its clients has a distinct financial goal broken

down into unique needs, a distinct investment history, a defined propensity to save and finally

a varying appetite at being exposed to investment risks. Anand Rathi’s approach at managing

the wealth of its clients is built on the foundation that every one of its financial advisors is a

custodian of his client’s wealth. Further more, each client relationship is driven by the need to

fulfill the financial goal that a client has set at the beginning of the relationship and since the

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financial goal lays out an investment plan across an extended period of time, this relationship

with a client is virtually set in perpetuity. Its fee based advisory services ensures that it adopts

a consultative approach to managing wealth. Advice therefore, is independent and client

centric.

1.9 PRODUCT AND SERVICES:

Wealth Management.

• Equities

– Stocks, PMS, Derivatives, Mutual Funds

• Fixed Income

– Bonds, Mutual Funds

• Commodities & Precious Metals

• Life & General Insurance

• Real Estate Private Equity Fund

• Currencies

• Structured Products & Capital-Guaranteed Notes

•Alternative & Non-correlated investments

Investment Banking and Corporate Finance.

• Equity Capital Market

– IPO/Rights/Secondary issues

– Delisting & Open Offers

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– Block Deals & Private Equity

– Management Buy-outs

• Advisory

– Business Sale/Disposal

– M&A / JVs / Strategic alliances

– Valuations

• Debt Advisory

– Rupee & Foreign Currency

– Debt Raising / Negotiation

– Debt Restructuring

– Creditor Settlement / OTS

Distribution and Brokerage:

• Equities

• Derivatives

• Commodities

• IPO’s

• Mutual Funds

• Life & Non-Life Insurance

• Depository Services

• Bonds

• Value-add services

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– backed by independent research teams

– real-time support to clients

1.10 CLIENTELE

Industrial groups:

Birla’s - Birla Sunlife, Grasim, Hindalco, Indal, Indian Rayon, Indo Gulf,

Transworks;Vedanta- Balco, Hindustan Zinc, Sterlite, Vedanta; Tata’s- Tata

Investments, TISCO, Tata Motors, Trent, VSNL

Multinationals:

Bayer, Clariant, Color Chem, Datacraft, Godfrey Philips, Goodlass Nerolac,

Nestle,Grindwell Norton, HLL, Kuoni Travel, Quest International, Syngenta, Thomas

Cook, Wartsila

Banks / FIs:

Andhra Bank, BoI, BOB, BoM, Canara Bank, HDFC Ltd, IDFC, GIC, LIC, PNB, United

Bank

Corporates :

ACC, Berger, Boots Piramal, Century Textiles, Cosmo Films, CRISIL, Crompton

Greaves, Dabur, Datamatics, DCM, Deepak Fertilizers, DSL Software, East India Hotels,

Emami, GE Shipping, Globus, Godrej, Gokuldas Exports, Gujarat Ambuja, Gujarat

Pipavav, HCL group, Himat Singka Siede, ICICI Ventures, Infosys PF, ITC, Jet Airways,

Jindal Group, L&T, Mastek, M&M, NCDEX, Radico Khaitan, Raymonds, Sonata

Software, Varun Shipping, West Coast Paper, Wipro

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Private Clients:

Individuals / Families across India, Middle East and SE Asia (with minimum relationship

size of USD 1 million+ / Rs 5 crores each)

Priority Clients:

Individuals / Families with minimum relationship size of Rs 50 lacs

Clients of Anand Rathi

Corporate and Institutional treasuries need ever more sophisticated advice that is backed by serious and credible research. AR IWM provides its institutional clients integrated wealth management solutions across global markets, which are backed by proprietary global economic & investment research.

We understand that your needs could range from finding short-term surplus management strategies to higher yielding and long term investments. The IWM team brings together the highly-rated AR research across fixed income, currencies and equities markets to provide investment solutions that meet your complex needs - from simple money-market mutual funds to complex arbitrage strategies in the equities or commodities markets.

Client List

ACC Bayer Century Textiles Clariant CRISIL Crompton Greaves Dabur Datamatics GE Shipping

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Godrej Goodlass Nerolac Grasim Gujarat Abuja Cements Gujarat Pipavav Port Heinz India Hindalco Hindustan Lever H&R Johnson IDFC Indian Rayon Jindal Group Larsen & Toubro Mastek Mahindra & Mahindra Raymonds Sterlite Group Syngenta Tata Iron & Steel Trent VSNL Wartsila

1.11 Branches and Offices:

Corporate Office:

JK Somani Bldg, British Hotel Lane,

Bombay Samachar Marg, Mumbai 400 023

Tel: +91 22 663 77000 Fax: +91 22 663 77070

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Brokerage and Retail Head Office:

B-2, Shubham Centre,

5th Floor, Cardinal Gracious Road,

Chakala, Andheri (E),

Mumbai 400 099

Tel: +91 22 4001 3700 Fax: +91 22 4001 3770

1.12 Key Locations:

New Delhi

Ahmedabad

Chennai

Kolkata

Bangalore

Hyderabad

Pune

Dubai

Banglore

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1.13 Competitors of Anand Rathi overall India

In this field of financial services there are a whole lot of companies and a few keep adding

every year. To remain at the top of this sector is no mean task and there are a lot of big

companies which provide stiff competition to Anand Rathi Securities in this regard. The list

of competitors would include:

Motilal Oswal

India Infoline

Indiabulls

Geojit

Sharekhan

Company Name Total

TerminalsSub

Brokers

No.of Employee

s

Number of

BranchesCity

A S Stock Broking & Management Private Limited

15 NA 25 2 Mumbai

Action Financial Services (India) Limited 18 25 31 10 Mumbai

Alankit Assignments Limited 650 60 700 20New Delhi

Anagram Securities Limited 999 964 1183 139 Mumbai

Angel Broking Limited 5081 2408 1800 66 Mumbai

Anush Shares & Securities Private Limited

37 10 40 30 Chennai

Arcadia Share & Stock Brokers Private Limited

191 121 150 60 Mumbai

Arch Finance Limited 16 NA 45 10New Delhi

Zuari Investments Limited 31 NA 50 15 New

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Delhi

skyes & Ray Equities (India) Limited 18 300 50 250 Mumbai

SKI Capital Services Limited 88 NA 60 18New Delhi

Bonanza Portfolio Limited 2177 536 1200 380 Delhi

UTI Securities Limited 270 150 575 35 Mumbai

India Infoline Limited 970 NA 3858 540 Mumbai

Indiabulls Securities Limited 2700 NA 8922 475New Delhi

Bonanza Portfolio Limited 2177 536 1200 380 Delhi

IL&FS Investmart Securities Limited 661 NA 1600 288 Mumbai

ICICI Securities Limited 1051 587 1833 270 Mumbai

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1.14 ORGANISATIONAL DESIGN AND STRUCTURE

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CM & MD

GM (HRM)GM (Marketing) GM

Zonal Manager

Regional Manager

Branch ManagerBranch Manager Branch Manager

Senior ExecutiveAccountant

Executives

Pan India presence

International Presence

Dubai Singapore Bangkok

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CHAPETER 2

FUNCTIONAL AREAS OF THE ORGANISATION

The purposes of functional areas The main purpose of functional areas is to ensure that all

important business activities are carried out efficiently. This is essential if the business is to

achieve its aims and objectives. In addition, specific areas will be responsibility forsupporting

specific types of aims and objectives, for example:

Sales and marketing will be involved in achieving targets linked to developing new markets or

increasing sales

Human resources will be involved in arranging staff training activities and supporting the

continuous professional development of all staff .

Fnance will be expected to monitor and support aims and objectives linked to keeping costs low

to improve profitabiliy.

Production will be set targets relating to quality or meeting planned production schedules.

Anand rathi’s functional areas :

The administration function:

Administration is a support function required by all businesses – and this does not mean just

doing keyboarding or filing. Senior administrators carry out a wide range of tasks, from

monitoring budgets to interviewing new staff for their departments.Routine administrative tasks

include opening the mail, preparing and filing documents, sending emails and faxes. Others

require more creativity and flexibility, such as arranging travel or important events, from staff

meetings to visits by foreign customers. Most administrators also deal with external customers

who judge the business on the way their enquiry is handled. Poor or sloppy administration can be

disastrous for a company’s image and reputation. A lost order, badly typed letter, important

message that is not passed on or wrong date scheduled for a meeting can cause problems and may

lose customers. Efficient administration means that everything runs smoothly and managers can

concentrate on the task of running the business.

In a small organisation, an administrator is often a ‘jack-of-all-trades’ who can turn a hand to

anything – from checking and paying invoices to keeping the firm’s website up to date. In a larger

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firm administration may be carried out in every department, rather than just one. A sales

administrator may make overseas travel arrangements whereas an administrator in human

resources would arrange job interviews.

The customer service function

All businesses must look after customers or clients who have an enquiry, concern or complaint.

Today, customer expectations are high. When people contact a business they expect a prompt,

polite and knowledgeable response. Unless they get a high level of service they are likely to take

their business elsewhere in the future.For this reason, many businesses have customer service

staff – or a customer service department – where trained staff handle enquiries and complaints

positively and professionally. This does not mean that other staff can ignore customers and their

needs. It simply means that one group specialise in assisting customers.Organisations that

manufacture and sell complex industrial products usually employ technical specialists or

engineers in customer service to give detailed advice and information. An example is BAE

Systems, which sells aeroplanes such as the Eurofighter and Hawk jets. Answering queries related

to these products obviously needs specialist knowledge.

The finance function

Most entrepreneurs consider this is the most important function in the business. This is because all

businesses need a regular stream of income to pay the bills. Finance staff record all the money

earned and spent so that the senior managers always know how much profit (or loss) is being

made by each product or each part of the business and how much money is currently held by the

business. This enables critical decisions to be made rapidly and accurately because they are based

on accurate information. In some cases, this can mean the difference between the success or

failure of the business as a whole.

, Different types of financial experts are employed: management accountants monitor

departmental budgets and current income from sales, prepare cash flow forecasts and specialise in

analysing day-to-day financial information and keeping senior managers informed.

Financial accountants are concerned with the preparation of the statutory accounts. All

companies must provide a Balance Sheet and Profit and Loss Account each year, and most

produce a cash flow statement as well.

A credit controller monitors overdue payments and takes action to recover bad debts.

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Finance staff support the accountants by keeping financial records, chasing up late payments and

paying for items purchased. Today, virtually all businesses use computer accounting packages to

record financial transactions and prepare their accounts as well as spreadsheets to analyse

financial data. Some finance departments prepare the payroll and pay staff salaries, but other

businesses outsource this to a specialist bureau.

Finally, businesses will often need money to fulfil specific aims and objectives linked to growth,

expansion or simply updating their equipment or machinery. These items may be bought from

money held back (reserved) from past profits, but usually additional money will be needed. If the

business needs to borrow money it will want the cheapest interest rates possible and also want

good repayment terms. Deciding where to obtain these funds is aspecialist job and normally the

task of the senior financial manager

Finance Department’s Workings:

Preparing and maintaining day to day vouchers.

Maintaining of party’s ledgers.

Passing of party’s and contractor’s bills.

Brokerage generation on daily basis.

Maintaining of bank accounts with reconciliation.

Monthly trial balance and balance sheet.

MIS report on day to day basis.

Branch accounts and profitability statements.

Monitoring of electricity and telephone bills.

Preparation of employee’s salary.

Calculation of PF and ESIC on monthly basis.

Half yearly and annual return of service tax and income tax.

The human resources (HR) function

The human resources of a business are its employees. Wise organisations look after their staff on

the basis that if they are well trained and committed to the aims of the business, the organisation

is more likely to be successful.HR is responsible for recruiting new employees and ensuring that

each vacancy is filled by the best person for the job. This is important because the recruitment

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process is expensive and time-consuming. Hiring the wrong person can be costly and cause

problems both for the individual and the firm.Normally, new employees attend an induction

programme which tells them about the business, their rights and responsibilities as employees, the

company rules and the requirements of their new job.

Arranging appropriate training and assisting with the continuous professional development of

staff is another aspect of HR. Training may be carried out in-house or staff may attend external

courses. HR aims to ensure that the business retains good, experienced staff. Analysing staff-

turnover figures will show the rate at which people leave the organisation. If these are high, it is

important to identify and remedy any problem areas. Whilst people may leave for justifiable

reasons, such as moving to another area or for promotion elsewhere, dissatisfaction with the job

or the company should be investigated. Some organisations hold

exit interviews to find out staff views on the business when they leaveEmployees normally have

basic expectations of their employer. They expect to be treated and paid fairly, to have

appropriate working conditions, to have training opportunities, which will improve their

promotion prospects, and support if they are ill or have serious personal problems. They also want

a varied and interesting job and praise when they have worked particularly hard or well. These

factors help motivation, which means staff are keen to work hard – and this benefits everyone. HR

can help this process by monitoring working conditions, having staff welfare policies and

ensuring that company pay rates are fair and competitive.

The sales function

Sales is a crucial function for all businesses. It is pointless having superb products or services if no one buys them. For that reason, most businesses have sales targets as part of their aims and objectives. Meeting these is the responsibility of the sales staff or sales team.The job of the sales staff varies, depending upon the industry. Shops that sell basic products, such as chocolates or magazines do not need to do much selling. Most customers call in to buy something, choose the goods they want, pay and leave. Customers expect more help and advice if they want to buy a complex or expensive item, such as a television or car. Stores which sell these types of products therefore need trained sales staff who are friendly, knowledgeable and can describe and/or demonstrate their products and link these to the customer’s specific needs.Business buyers also expect a high-quality service and in-depth advice and information. They may want to buy highly complex and expensive industrial equipment and need to negotiate special finance arrangements – particularly if they are overseas buyers. Business buyers will also expect discounts for bulk purchases. Sales representatives often travel to meet potential customers, as well as routinely visiting existing customers to ensure their needs are being met.

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Employing a skilled sales force is expensive, especially if they are paid bonuses or commission. However, there are many benefits as an effective sales person can convert many enquiries into firm sales and build strong links with customers to encourage repeat business.There are strong links between marketing and sales – and in many businesses this may be a ‘joint’ department

2.2 Services provided by Anand Rathi to its customers 

1 ) EQUITY

Understanding Equity Investment :

Investing in shares is akin to owning part of a business. A profitable business keeps ploughing back profits to earn more profits. 

Hence unlike investing in assets like gold and real estate, which are not productive, or in bonds or debentures, which have fixed returns, investing in shares, which represent ownership in productive assets (business), hold very high returns potential.

Of course investing is risky. Higher returns always come with higher risks. However the risks of investing in equities can be mitigated with sound research based investing. 

Learn about Equities Investing through our Knowledge Center Initiative to begin your

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Anand Rathi Group of Companies

Anand Rathi Financial Services Limited

Anand

Rathi

Wealth

Advisors

• Private Wealth Management

Anand Rathi Commodities Limited

• Member - NCDEX, MCX & NMCE

AR Venture Funds AR Middle East Management

DMCC Member,

• Real Estate Dubai Private Equity Gold &

Commodities Exchange Anand Rathi

Advisors •Investment Banking

Anand Rathi Share Rathi Global Anand Rathi and Stock Brokers Finance Insurance Brokers

• Member - NSE/BSE • NBFC • Insurance • Depository participant Broking NSDL/CDSL

PRIVATE & CONFIDENTIAL

Investing journey in Equities.

1. BasicModule   2. Advanced Module

Advantage Equity @ Anand Rathi :

1. Trusted Legacy – AnandRathi brings with it the long legacy of trust bestowed upon by the customers & good relationships with some of the oldest clients. AnandRathi was ranked by Asia Money 2006 poll amongst South Asia's top 5 wealth managers for the ultra-rich. In year 2007 Citigroup Venture Capital International joined the group as a financial partner. 

2. Lineage & experience - AnandRathi is a leading full service securities firm providing the entire gamut of financial services. The firm, founded in 1994 by Mr. Anand Rathi, today has a pan India presence as well as an international presence through offices in Dubai and Bangkok. 

3. Multi channel account access - You can invest in equities through our multiple channels of dealing – about 200 branches for extensive reach – Online Trading platforms for anytime , anywhere reach – Phone Trade for on the move reach.

4. Research backed advisory support - With an enviable record of our research services, you can be assured that your investment relies on valuable sources. 

5. Personalized Service - We help you through the entire investment process, step by step, with innovative and efficient Services. Also, our Representatives assist you trade smoothly and efficiently. 

Products and value heads :

Products :

1. Cash N Carry2. Deliveries on Margin3. Selling of Deliveries before settlements4. High Intra-day exposures5. Margin Financing

Value Adds :

1. Stock collateral benefits2. Digital Contract Notes3. Research calls through multiple channels4. Tr@de On Move5. Personal Investment Advisory

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Investing through them :

We provide end-to-end equity solutions to individual Investors and Active traders. 

Clients can walk into our investment centers nearest to them or call their designated dealer on phone. Net savvy customers can execute their own trades online or use our centralized phone trade desk. 

We also deliver high quality advice on individual stocks, sector trends and investment strategy, establishing us a reliable research unit across the country. 

Research and investment ideas can be accessed by clients either through designated dealers at our Investment centers, Phone trade Agents or on the website. Clients can also opt for our push services through which we make research and trading calls available on e-mail and SMS.

2) COMMODITIES :

Understanding commodities

Investors who always wanted to diversify their portfolio and invest into a different Asset, Commodity trading brings them a world of opportunities to invest into a different asset class altogether. Indian markets have adapted to the challenges of modern world with the growing power of internet business and thus offering Indian investors to participate in a different kind of Asset Class. 

Commodity trading opens a new avenue to investors who wanted to get rid of the traditional investments in Equity, Bonds and Real estate

Advantages commodities @ Anand rathi

1. Trusted Legacy – AnandRathi brings with it the long legacy of trust bestowed upon by the customers & good relationships with some of the oldest clients. AnandRathi was ranked by Asia Money 2006 poll amongst South Asia's top 5 wealth managers for the ultra-rich. In year 2007 Citigroup Venture Capital International joined the group as a financial partner. 

2. Lineage & experience - AnandRathi is a leading full service securities firm providing the entire gamut of financial services. The firm, founded in 1994 by Mr. Anand Rathi, today has a pan India presence as well as an international presence through offices in Dubai and Bangkok. 

3. All at one place - With memberships in BSE, NSE, MCX, NCDEX, NCDEX-Spot, National Spot Exchange, MCX-SX, DGCX (Dubai Gold & Commodity Exchange), and Products like Premium Securities, where one can trade global commodities and equities. AnandRathi is the place to be in for any investor to invest in Equities, Commodities, Currencies and Global markets. We can handle all your investment needs in all these markets

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across the world with the same ease as you trade on domestic bourses. 

4. Research backed advisory support - With an enviable record of our research services, you can be assured that your investment relies on valuable sources. 

5. Personalized Service - We help you through the entire investment process, step by step, with innovative and efficient Services. Also, our Representatives assist you trade smoothly and efficiently.

Value heads

1. SMS services for research advice2. Regular news and updates on market through emails through Daily, Weekly, Monthly and Quarterly publications.3. Tailor made strategies for corporate and hedgers for their Risk management4. Access your ledger balances and account information over internet and at the branch help desk.

Trade through Anand rathi

We are one of the top notch commodity broking firm in India having supreme experience in commodity trading. Our Dedicated in-house Research team will enable you with qualitative research on the various commodities and will help you on various strategies from time to time. Research being our core strength, we provide clients with both fundamental as well as technical research reports on daily, weekly and quarterly basis, apart from the best in the class reports we also assure you the very personal touch, with custom made strategies suited to your needs and style of trading. Our expertise in carving out tailor made hedging strategies would help you to manage our business risks on day to day basis. Apart from research, the well trained branch teams closer to your homes are always on their toes to attend to your queries. 

Clients can walk into our investment centers nearest to them, while net savvy customers can execute their own trades online. Research and investment ideas can be accessed by clients either at our Investment centers, through e-mail and sms services also as per the clients preference.

3) CURRENCY

Understanding currency :

Till recent times, the currency market was open to only people who regularly imported and exported goods. Only genuine importers and exporters were allowed to exchange currencies to cater to their business needs. Currency market has always been a closely monitored and regulated market place. The RBI and the SEBI jointly regulate the currency markets keeping in mind the macro level economic data .

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However, the market is now open to all whether they are corporate or individual with or without any underlying exposure. Another plus point being that there is no delivery, it is all cash settled. The market is opened to the general public without any real exposure in the FOREX market. The RBI has also given permission for option contracts in currencies, which are expected to be launched soon. This adds significantly to the horizon of opportunities already available to the traders.

Advantage currency @ anand rathi

1. Trusted Legacy – AnandRathi brings with it the long legacy of trust bestowed upon by the customers & good relationships with some of the oldest clients. AnandRathi was ranked by Asia Money 2006 poll amongst South Asia's top 5 wealth managers for the ultra-rich. In year 2007 Citigroup Venture Capital International joined the group as a financial partner. 

2. Lineage & experience - AnandRathi is a leading full service securities firm providing the entire gamut of financial services. The firm, founded in 1994 by Mr. Anand Rathi, today has a pan India presence as well as an international presence through offices in Dubai and Bangkok. 

3. All at one place - With memberships in BSE, NSE, MCX, NCDEX, NCDEX-Spot, National Spot Exchange, MCX-SX, DGCX (Dubai Gold & Commodity Exchange), and Products like Premium Securities, where one can trade global commodities and equities. AnandRathi is the place to be in for any investor to invest in Equities, Commodities, Currencies and Global markets. We can handle all your investment needs in all these markets across the world with the same ease as you trade on domestic bourses. 

4. Research backed advisory support - With an enviable record of our research services, you can be assured that your investment relies on valuable sources. 

5. Personalized Service - We help you through the entire investment process, step by step, with innovative and efficient Services. Also, our Representatives assist you trade smoothly and efficiently

Value adds

1. SMS services for research advice2. Regular news and updates on market through emails through Daily, Weekly, Monthly and Quarterly publications.3. Tailor made strategies for corporate and hedgers for their Risk management4. Access your ledger balances and account information over internet and at the branch help desk.Trade through Anand Rathi

We are one of the top notch currency broking firm in India having supreme experience in commodity trading. Our Dedicated in-house Research team will enable you with qualitative

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research on the various currencies and will help you on various strategies from time to time.Research being our core strength, we provide clients with both fundamental as well as technical research reports on daily, weekly and quarterly basis, apart from the best in the class reports we also assure you the very personal touch, with custom made strategies suited to your needs and style of trading. Our expertise in carving out tailor made hedging strategies would help you to manage our business risks on day to day basis. Apart from research, the well trained branch teams closer to your homes are always on their toes to attend to your queries. 

Clients can walk into our investment centers nearest to them, while net savvy customers can execute their own trades online. Research and investment ideas can be accessed by clients either at our Investment centers, through e-mail and sms services also as per the clients preference. 

4) MUTUAL FUNDS

Understanding mutual funds investment

A mutual fund is a pool of money that is invested according to a common investment objective by an asset management company (AMC). The AMC offers to invest the money of hundreds of investors according to a certain objective - to keep money liquid or give a regular income or grow the money long term. 

Investors buy a scheme if it fits in with their investment goals, like getting a regular income now or letting the money accumulate over the long term. Investors pay a small fraction of their total funds to the AMC each year as investment management fees

Advantage Mutual Funds @ Anand Rathi

1. Strong AUM base – Anand Rathi Financial Services is one of India's top mutual fund distribution houses having Assets Under Management (AUM) of Rs.4, 000 crores. 

2. Wide Branch Network - Anand Rathi Financial Services has over 250 branches spread across India. 

3. Diversified Product offerings - Anand Rathi Financial Services offers the products of all leading Mutual Fund Houses. 

4. Research backed advisory support - Our philosophy is to provide consistently superior, independent and unbiased advice to our clients backed by in-depth research. 

5. Superior Service - Our employees are well trained and better equipped to take care of your investments. Our sales staff functions on the motto "the best services for our esteemed clients"

Products

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We offer lumpsum investment plans as well as systematic investment plans of all Mutual Fund houses to our customers

Lumpsum Investment :

1. Long term investment horizon - The Lumpsum option is best suited for investors with a medium to long term investment appetite & can withstand the periodic volatility. 

2. Value picking - Lumpsum investments are apt for investors who wish to pick up funds investing in specific sectors or stocks.

Systematic Investment Plan (SIP) - Advantages :

1. Volatility of market - Indian markets remain at their volatile best at most times. Timing investments in this market is difficult. SIP helps you tide over lows and ride the highs of the stock market. 

2. Rupee Cost Averaging Advantage - When you invest the same amount in a fund at regular intervals over time, you buy more units when the price is lower. Thus, you may reduce your average cost per share over time. 

3. Benefits of compounding - Saving a small sum of money regularly makes money work with greater power of compounding with significant impact on wealth accumulation. 

4. Disciplined & Regular Investing - SIP requires the investor to allocate a specific amount regularly over a period of time. This develops a habit of regular savings through market ups and downs, so that your investment behavior is not affected by short term market moves. 

5. Small Amounts of Investments - One can start a SIP with lesser amounts when compared with other market linked products. Thus investors need not wait till they have accumulated a large capital to begin investing.

Investing through Anand Rathi

We are one of India's top mutual fund distribution houses who facilitate investment across all Mutual Fund AMC’s and their Schemes. 

You can invest in a paperless manner by choosing to invest Online. 

Open an Account

Open an online investment a/c with Anand Rathi & transact seamlessly.

  Transfer FundsFund your investment a/c by transferring the amount you wish to invest from your bank a/c

  InvestSelect Scheme by reading our research or consulting our investment advisor

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5) IPO

Understanding IPO

Initial Public Offerings are one of the best rewarding investment options that provide an investor the opportunity to get into Primary Market investments, thus be a part of a Company and own a share in it. 

Subscribing to equity capital of a company is like owning a stake in the company. Investing early in a good company gives an opportunity to reap the benefits of it in the long run.  

IPO (primary market) investing is rewarding for both short term as well as long term investors.

Avantages IPO @ Anand Rathi

We are a leading primary market distributor across the country. We have been consistently ranked among the top 10 distributors of IPOs on all major offerings. 

Our strong performance in IPOs has been a result of our vast experience in the Primary Market, a wide network of branches across India, strong distribution capabilities and a dedicated research team. 

Our IPO research team provides clients with in-depth overviews of forthcoming IPOs as well as investment recommendations

Applying through Anand Rathi

We are a leading primary market distributor across the country. Our strong performance in IPOs has been a result of our vast experience in the Primary Market, a wide network of branches across India, strong distribution capabilities and a dedicated research team. 

We have been consistently ranked among the top 10 distributors of IPOs on all major offerings. Our IPO research team provides in-depth overviews of forthcoming IPOs as well as investment recommendations. 

Clients can choose to invest in IPO’s go paperless by applying Online. 

Open an Account

Open an online investment a/c with Anand Rathi & apply seamlessly.

  Transfer FundsFund your investment a/c by transferring the amount you wish to invest from your bank a/c

  InvestSelect Open IPO and filling up a simple bid form

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6) INSURANCE

a) Life insurance b) General insurance

LIFE INSURANCE

Understanding Life insurance

Life is unpredictable. One never has a clue as to what lies in future but there is a way to secure your future against uncertainties of life. Life insurance can make it safe by protecting you & your loved ones from such uncertainties. Life insurance covers risks associated with life of the policy holder and ensures financial protection to the family after an unfortunate demise. Investing in Life Insurance not only provides you cover from uncertainties of life but also helps to create a source of savings and provides Tax Benefits.

Advantage Life Insurance @ Anand Rathi

1. Presence in over 150 cities across India.

2. Full service set up to cater to all your insurance requirements whether it is Financial

Protection or Pension Planning.

3. Highly trained team of professionals to get the right solution for all your insurance needs

4. Option to choose Life Insurer of your choice

5. Service provided at your door step

6. Help you with your claims process & documentation.

Products

1. Endowment Plans - Guaranteed benefits equal to face amount at a fixed date.

2. Money back policies - Provide for periodic payments of partial survival benefits during

the term of the policy along with life cover.

3. Term Assurances – Financial Protection for your family (with a low premium outflow).

4. Unit Linked Life Insurance Policies (ULIP) - Gives a smart combination of wealth

accumulation & financial protection for your family.

Value Adds

1. Pre sales and after sales service to customers

2. Policy Renewal reminders

3. Structure product and design covers that meet the specific requirements of customers

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4. Recommend risk improvement and loss minimization measures

5. Provide collection of Premiums

6. Provide risk management and insurance education

Investing through Anand Rathi

We are one of the largest Insurance broking firms in India having about 180 branches Pan India and licensed by IRDA to act as a broker for Life Insurance. We provide you with in depth analysis of insurance requirements to help you achieve security for your loved one’s future and your financial goals in life. As we go through life, we all have dreams, for ourselves and our loved ones. We endeavor to bring our dreams to reality in the best possible way. To make those dreams possible you need financial freedom and confidence. Our Insurance advisory services provide a systematically planned way to help you identify your insurance needs and objectives; and then offer the best possible solution available in the market to achieve your dreams.

GENERAL INSURANCE

Understanding General Insurance

We all have some worries about our future; either about our loved ones, our prized & cherished possessions, our security while we are on the move. There seems to be no way to secure them other than General Insurance which comes as a great relief to secure all that and give you peace of mind when everything is secured against loss

Advantage General Insurance @ Anand Rathi

1. Full service set up to cater to all your insurance requirements; whether Personal or

Business.

2. Complete bouquet of product offerings

3. Option to choose General Insurer of your choice

4. Help you with your claims process & documentation.

5. Excellent relationship with Insurance Companies

6. Unbiased; knowledge based choice of insurance products to all our clients.

Products

1. Home Insurance

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2. Health Insurance

3. Travel Insurance

4. Motor Insurance

Value Adds

1. Pre sales and after sales service to customers

2. Structure product and design covers that meet the specific requirements of customers

3. Recommend risk improvement and loss minimization measures

4. Provide collection of Premiums

5. Provide risk management and insurance education.

Investing through Anand Rathi

We are one of the largest Insurance broking firms in India having about 180 branches Pan India. We are licensed by IRDA to act as a broker for Non life insurance. We are distribution partners for all General Insurance companies with more than 240 insurance products on offer. We provide you with in depth analysis of insurance requirements to help you achieve security for your loved one’s, prized possessions and safety on the move. General insurance can make it safe by protecting you & your loved ones from such uncertainties. With our age old experience and knowledge in General Insurance, we have developed strong relationships with our clients and the insurance companies. This helps us to provide the right advice and excellent services to our customers.

2.2 Major Departments

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Equity Commodity Life Insurance General Insurance Mutual Fund Depository IPO Internet Broking Information Technology Client Acquisition Finance Compliance Settlement Accounts Operations HR/Administration

CHAPTER 3

SWOT Analysis of the organigation

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3.1 SWOT ANALYSIS

Strength:-

India’s Leading Broking House

Online and Offline Trading facility

The company is a distribution house of other products like Life Insurance,

General Insurance and Mutual Fund.

Personalized solutions

Unbiased and Credible service

Timely and Objective advice

Trusted Business Advisors

Good relationship with clients.

Highly experienced employees.

Exposure updating tie-ups with leading banks.

Weakness:-

The company is not having its own product unless Demat and Trading Account.

No Brand Identity. Less penetration in rural areas. People with conservative mindsets prefer gold. Restrictions on capital availability. Lack of institutional support infrastructure.

Opportunity:-

The financial sector is on boom in Indian Economy, this is the biggest opportunity for a broking house.

The company is growing and opening new branches in Rajasthan also. Improving customer retention. Develop and retain the best talent and resources.

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New business alliances with clients abroad. Tapping the growing rural market opportunities.

Threat:-

Many new Brokers are entering in this field. Many Players create the price war in the market.

3.2 KEY RESULT AREAS OF THE ORGANISATION

Ranked No.1 Domestic Banker 2009, 2010 & 2011 (Wealth Management Company) by Asia Money Poll.

Best Currency Broker,2011

Ms. Priti Gupta got “Women Leader of the year Award" in 2010 in Financial Category by NDTV Profit.

Mr. D. D. Sharma awarded as Best Analyst 2010 by Zee Business.

Mr. Kishore Narne won the Zee Business’s as “Best Technical Analyst-Commodities”

“Best Contribution in Investor Education in Currency and Category Enhancement of the Year” in Bloomberg UTV Financial Leadership Awards.

Mr. Anand Rathi awarded by Zee Business for his contribution towards India’s Capital market in January,2010.

Private Wealth Team was awarded for generating the ‘Highest AUM growth in 2010’ for Kotak MF (by Mr. Uday Kotak himself)

A.K Prabhakar-won the Bull’s Eye & Buy Now Sell Now- Game Show on CNBC TV 18 & ET Now respectively

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CHAPTER 4

ORGANISATIONAL PERFORMANCE

4.1 Significant factors for success

A strong focus on our human resources operations is closely integrated into the firm's business strategy.

At Anand Rathi we believe in providing an entrepreneurial environment, within a strong focus on result orientation

At each level, Anand Rathi employees have a pre-defined career path and hence an opportunity for continuous growth. We also believe in a complete meritocracy in deciding on promotions and reward systems

Anand Rathi’s ability to provide world-class financial services is a result of its talented manpower pool. At Anand Rathi we nurture talent. It believes in building strong roots for it’s members

A Dedicated Training Cell that focuses on enhancing behavioral and technical skills of employees across the group that aims at the Continuous enhancement of Skill via several modes of Training.

In essence - we lay emphasis on attracting, retaining and developing world-class talent.

ARG is a firm believer of EARNING within LEARNING

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4.2 MERITS AND DEMERITS OF ANANDRATHI FINANCIAL SERVICES LTD.

After the complete analysis of primary and secondary data, I find the followingmerits and demerits of AnandRathi Financial Services Ltd. Findings are completely based on data provided, but I have tried my best here to point out some majorones.

MERITS

1. I compared to the other selected broker firm with AnandRathi, I find that AnandRathi gives a minimum brokerage rate for Equity, Derivatives and commodity trading.2. AnandRathi provides free Software and WebID for online trading customers. The software has unique feature that it shows all trading sectors like equity,derivative, and commodity on single screen. Software shows unlimited scripts onscreen, where else WebID shows only ten segments of 30 scripts.

3. AnandRathi provides various advantages plans for online trading. Customer can choose suitable plan for own on the basis of margin money and brokerage rate.

4. AnandRathi provides better depositary services than other broker firm with lower AMC (Annual Maintenance Charges).

5. AnandRathi’s online customers can trade on phone when they are unable to trade online. Customer can call market time on toll free number.

6. AnandRathi Financial Services Ltd. has tie up with Axis Bank, ICICI Bank, and HDFC bank. That provides easy online money transfer to saving a/c to trading a/c and vice versa with out any extra cost.

7. AnandRathi provides market tips on customers’ mobiles and emails. It alsoprovides market research papers every evening after market closing that summarized whole day trading fluctuation sector wise.

8. AnandRathi gives friendly environment and easy processing system to theircustomers that help to create relationship with customers.

9. AnandRathi diversify itself through cross sell. It sell insurance of HDFC bank and it also work as advisory for various firms in initial public offers.

10. Mr. Anand Rathi belongs to Rajasthan, so AnandRathi get good local support from Rajasthan.

DEMERITS

1. AnandRathi has a limited presence right now so most of the people knownothing about the company.

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2. AnandRathi’s offline products are limited and not flexible that can decrease their offline customer.3. WebID (online product) provides limited scripts at a time. Customer can see 10 segments of 30 scripts at a time.4. AnandRathi does not good advertise itself. So it’s having fewer customersthan its competitors.5. AnandRathi started in 1994. So it is not very old company. Its competitrs are old and more experience in the securities market. It is not too much diversify in locations and services.

4.3 Performance appraisal system

A very Transparent & Rational Growth Procedure

The appraisal process essentially covers the following 3 aspects:

a. Appraisal for the Current Financial year

b. Areas of improvement and identification of training needs for upcoming Financial Year

c. Clarification of the KRA and Goals (including qualitative parameters) for coming year with weightings giving you your direction for the Next Year

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4.4 Sales Development

Anand Rathi Institutional sales team is one of the most experienced, with 9 country dedicated sales people having on an average India market experience in excess of 10 years.

The cash sales trading and dealing team are experienced in handling large, complex institutional transactions for both FIIs and domestic institutions. The 15 members derivatives team is capable of structuring and handling large transactionsin index/stock and F&O.

This below diagram shows that anand rathi Targets the customer , connects with them , qualify them , engages them with the organisation , put proposal of different ideas infront of them and helps them make good decision for the future and closes the deal .their main aim is to attract new n new clients .

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The sales cycle of anand rathi

It leads to its customer or clients fulfil to their needs n qualify up to their expectations , present them wat the customer is looking for and close the deal .

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CHAPTER 5

CONCLUSION

5.1 Future plans for growth of the organisation

1. AnandRathi has to improve its distribution network, as its reach to an investor, is very limited. Also the number of employees working for the company is very less right now when compared to the other companies.

2. The company should constantly come out with innovative products, as the competition is very tough with around major companies fighting hard for the market share.

Some new innovative ideas have been suggested below.

a. Family Plans• Under Family Plan, a customer can open two or more account for the family members at a time with cost of single account and lower brokerage.

b. Chain System Plan• Under Chain System Plan, an existing customer can get some relief in brokerage when he will open five other account of anybody.

c. Boutique brokerage Plan• Under the Boutique Plan, company often does not charge Brokerage. Instead takingbrokerage, company takes a percentage of any profits generated by customers.

d. Trial Plan• Under Trail Plan, to promote new customers, company can offer a trail plan in which there are zero brokerage charges for 15 days.

e. Accounts Plans• Cash Account Plan: under this plan, customer can get relief in settlement time period in context of interest charges.• Margin Account Plan: under this plan, a customer can get higher trading limit from company.• Discretionary Account Plan: under this plan, broker or financial adviser the right to buy and sell stock without notifying you.

NOTE:• Given recommendations are just ideas for the company. The company can alter these ideas according their policies.• Explanation of ideas is not mentioned in the report.• Aims of recommendation are to increase customers for the company and attract newcustomers for the stock market.

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3. As the company is a new company it has to really work hard to get itself promoted. The company could start sponsoring major events and conduct talk shows and seminars to get noticed. There are many people in India who still do not know about the concept of Share Market. The company could take this as an opportunity by trying to create awareness.

4. The company could start using star personalities for their endorsements like Tiger Wood is Brand Ambassador of Accenture Ltd. (USA).

5. The company should come out with some really outstanding and out of the world advertisements like the ones Vodafone has released recently which people find it hard to forget soon.

6. The company should first promote the brand AnandRathi and create a positive impression in the minds of the people. In today’s world it is really tough for the customer to choose from among a vast list of insurance companies as almost all of them offer the same plans .So the company has to be a bit different from others in order to stand apart.

5.2 Sustainability of the organisation

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Source: BSE, NSE

Note: Equal credit to joint book runners of a transaction

* Mid-market represents market capitalization of USD 100 million to USD 1 billion in FY2010 YTD

Investment Bank

No. of Transactio

nsEdelweissKotakAnand

RathiAntiqueMorgan

StanleyIDFC-SSKIICICI

SecuritiesEnamCollins

StewartCLSA

1

2765444432

By Number of Transactions

Investment Bank

Amount Raised(USD

million)Morgan

StanleyEdelweissAnand

RathiEnamCollins

StewartUBSCLSAKotak

DSPMLAntique

241

.9181

.2177

.3171

.4164

.5144

.3130

.0127

.0102

.398

.

7

By Amount Raised

Anand Rathi ranks 3rd in QIPs completed by mid-market companies in FY 2010* both by number of transactions and amount raised

Among the top ranking mid-market banks

The sustainability of the organisation has been stable and stagnate from the past 3 to 4 years therefore this shows that the credit worthiness of the company has been maintained and even the clients and the customers have been with the organisation . this gives lot of credit and also competition to its competitors because there are not many companies which are able to maintain

Their customers and also retain its position for a long period of time because the first thing that comes in customers mind is the performance of the firm which anandrathi has been providing and hence forth giving its best performance and keeping its priorities at stake .

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CHAPTER 6

ANNEXES

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BIBLIOGRAPHY

Sites visited:

www.rathionline.com

www.bscindia.com

www.nseindia.com

www.mutualfundsindia.com

www.moneycontrol.com

www.investopedia.com

www.wekipidia.com

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THANK YOU

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