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Contents

• Concept

• Sector Synopsis• Major industries contributors

• Company Profile

• Product Offering

• Outlets in the country

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• Company strategies

• Present And Future of Industry

• Area of Operation

• Global existence

  Concept:

Birla Sun Life Asset Management Company Limited(BSLAMC), the investment managers of Birla MutualFund, is a joint venture between the Aditya BirlaGroup and the Sun Life Financial Services of Canada.

The joint venture brings together the Aditya BirlaGroup's experience in the Indian market and Sun Life's global experience.

Since inception, Birla Mutual Fund (BMF) has emerged as one of India'sleading mutual fund. Currently it has around Rs. 30,500 core of assets under management and an investor base of over 12 lakh. It offers a range of comprehensive investment options, which include diversified and sector 

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specific equity schemes, balanced and monthly income plans, a wide rangeof debt and treasury products, and offshore funds. It currently has a range of 66 investment schemes including two offshore funds, designed to cater tospecific needs of the investor. BSLAMC also offers portfolio advisoryservices for high net-worth investors, which is a rapidly growing businesssegment for the company.

BSLAMC is India's first asset management company to be awarded the ISO9001:2000 certification by DNV Netherlands — a proof of its relentlesscommitment to high quality in design, development, marketing and sales of investment products, its investment management and its customer service. Ithas been recognized both nationally and internationally with covetedawards.

Since the launch of its schemes in 1995, BMF has been the catalyst in the

growth of the private sector's asset management business and has numerouscutting edge innovations to its credit.

BSLAMC follows a long-term approach to investment, which is based onidentifying companies that have good credit-worthiness and arefundamentally strong. It places emphasis on quality of management and risk control. This is done through extensive analysis that includes factory visitsand field research. It has one of the largest team of research analysts in theindustry.

It has a nationwide presence in 105 locations in India as well as 66 full-fledged branches.

BSLAMC is committed to provide transparent, ethical and research-basedinvestments and wealth management services.

 VISION:

To be the most trusted name in investment and wealth management, to bethe preferred employer in the industry and to be a catalyst for growth andexcellence of the asset management business in India.

  MISSION:

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To consistently pursue investor's wealth optimization achieving superior andconsistent investment results. Creating a conducive environment to hone andretain talent. Providing customer delight. Institutionalizing system-approachin all aspects of functioning. Upholding highest standards of ethical values atall times

 

Market share of asset management companies

Birla sun life asset Management Company having 10.33% marketshare.

Sector synopsis:-

 Means a Fund established in the form of a Trust to raise money through thesale of units to the public or a section of the public under one or moreschemes for investing in securities, including money market instrumentsA mutual fund is a body corporate that pools the savings of a number of investors and invests the same in a variety of different financial instruments

or securities. The income earned through these investments and the capitalappreciation realized by the scheme are shared by its unit holders in

 proportion to the number of units owned by them

Leading mutual Fund Company:

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Reliance mutual fund, tata mutual fund, kotak mahindra mutual fund, Hdfcmutual fund

BIRLA SUN LIFE MUTUAL FUND:

Birla Sun Life Mutual Fund is the joint venture of Aditya Birla Group andSun Life Financial. Sun Life Financial is a global organization evolved in1871 and is being represented in Canada, the US, the Philippines, Japan,Indonesia and Bermuda apart from India. Birla Sun Life Mutual Fundfollows a conservative long-term approach to investment. Recently itcrossed AUM of Rs. 10,000 crores.

 

IndianEquityMarket – GettingBigger 

• Thirdlargest economyinAsiabynext year 

• BY2007, nominal GDPwill beUS$1trillion

• Nearly 200subsidiaries of multinational corporationslistedin India

• Settlement mechanisms(T+2) at par withglobal standards

• Goodaccounting, disclosure&corporategovernance

Banks13% Cement

3%

CapGoods4%

Consumer 

7%

Metals4%Oil &Gas

19%Petchem

7%

Pharma5%

Software17%

Power 8%

Autos6%

Media0%

Others2%Telecom

5%

India China

Listedcompanies(nos.) 5,000 1,600

Market Cap(US$bn) 400 700

Dailyturnover (US$bn) 1.4 2.4Net FII invest. (US$bn) 8.5 10No. of companieswithmarket cap

>US$10bn 7 6

>US$5bn 12 13>US$2bn 40 42

CompanieswithADR/GDR 80 30

Plethoraof optionsEquity – Cashmarket

Source: CLSAAsia -PacificMarkets

 

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• This is growth rate of top 25 companies

• Birla sun life mutual fund: growth rate 51.41Major industries contributors:-

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HDFC ASSET MANAGEMENT CO. LTD.

HDFC Mutual Fund was setup on June 30, 2000 with two sponsorsnamely Housing Development Finance Corporation Limited andStandard Life Investments Limited

KOTAK MAHINDRA ASSET MANAGEMENT

CO.LTD: 

Kotak Mahindra Asset Management Company (KMAMC) is asubsidiary of KMBL. It is presently having more than 1, 99,818investors in its various schemes. KMAMC started its operations inDecember 1998. Kotak Mahindra Mutual Fund offers schemes

catering to investors with varying risk - return profiles. It was the firstcompany to launch dedicated gilt scheme investing only ingovernment securities.

 Prudential ICICI Mutual Fund

The mutual fund of ICICI is a joint venture with Prudential Plc. of America, one of the largest life insurance companies in the US of A.

Prudential ICICI Mutual Fund was setup on 13th of October, 1993with two sponsorers, Prudential Plc. and ICICI Ltd. The TrusteeCompany formed is Prudential ICICI Trust Ltd. and the AMC isPrudential ICICI Asset Management Company Limited incorporatedon 22nd of June, 1993

Company profile

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AMS: - Birla sun life Asset Management Co.Ltd. Set up Date:  Dec-24-1994

 Incorporated Date: Sep-05-1994 Sponsor: -Birla Global Finance Limited,Sun Life (India) AMS Investment Inc.

Trustee: Birla sun life Trustee co. ltd.Chairman: Kumar mangalam Birla

 Chief Executive

Office/MD: Mr.Anil Kumar 

 Compliance Officer : Mrs. Sharmila Ranade 

Investor ServiceOfficer : -Mr.Hariharan Iyer  Asset under 

Management:  Rs. 31819.09 core as on Dec-31.2007

Merger and acquisition: Birla Mutual Fund, is a joint venture betweenthe Aditya Birla Group and the Sun Life Financial Services of Canada

 

Address of companies head officeAura Centre 2nd Floor 96 Mahakali Caves roadAndheri (East)Mumbai - 400 093.India.Tel: (+91-22) 56928000Fax: (+91-22) 56928111Website: http://www.birlaglobal.com/

 

Directors of BSAMCL:

 Mr. Kumar Mangalam Birla

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Director Industrialist

Mr. Donald StewartChairman

Chief Executive Officer Sun Life Financial Inc

Mr. Venkatesh MysoreDirector 

, Vice President & Country Head (India), Sun LifeFinancial Inc Alternate

 

Birla Sun Life Asset Management Co.Ltd.• Joint venture between Sun Life Financial of Canada

and the Aditya Birla Group in India

• $2.5 billion AUM (US$)

• 50% owned by Sun Life

• Based in Mumbai, India

• Rated as India’s best – many awards• One of the largest team of research analysts in the industry

• ‘Bottom Up’ investment strategy, Value based

• Strong fundamental

 

Products offering:

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Birla Sun Life Mutual Fund offers a range of investment options, whichinclude diversified and sector specific equity schemes, fund-of- fundschemes, hybrid and monthly income funds, a wide range of debt andtreasury products and offshore funds. BSLAMC also provides PrivateWealth Management services. There are two types of mutual funds

Open ended and close ended. Equity Scheme: 

Worldwide, it is a fact that equities have provided not just the best hedgeagainst inflation, but also superior returns

Diversified fund:

 

• Birla Sun Life Pure Value Fund: Everyone loves a great Deal!!!

• Birla sun life equity fund: A fund with consistence performance

• Birla Sun Life Frontline Equity Fund: Invest in handpicked

frontline stocks having the potential of superior growth opportunities

• Birla Mid cap Fund: India has been one of the fastest growing

• Birla Sun Life - Tax Relief'96

• Birla Sun Life Special Situations Fund: Expect MORE than the

usual.

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• Birla Sun Life International Equity Fund: Power your investmentswithhigh performance Global stocks.

• Birla Top 100 Fund: It pays to have the Big Boys on your side

• Birla Sun Life International Equity Fund: Power your investmentswithhigh performance Global stocks.

• Birla Top 100 Fund: It pays to have the Big Boys on your side.

• Birla Advantage Fund: Ensuring that your hard-earned savings are

invested in a way that earns superior returns.

Theme based fund : 

• Birla India GenNext Fund: Benefit from the buying power of theIndian youth.

• Birla India Opportunities Fund: An open-ended scheme

•

Birla Infrastructure Fund: Invest in companies participating in thegrowth & development of infrastructure in India.

Sectoral

fund:

• Birla Sun Life Buy India Fund: Capitalize on the growthopportunities driven by India's large population and consumption

 patterns

• Birla Sun Life New Millennium Fund: Invest in technologyenabled companies of the new millennium.

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Debt scheme

Debt funds are ideal for investors who want to maximize current income,without taking undue risks

• Long Term Fund

•  Gilt Fund

•  Short Term Fund

• Floating Fund

• Cash Fund

•  Fixed Maturity Plan

• Fixed Term Funds

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Hybrid scheme

Invest in a mix of fixed income securities and equities, providing both,safety and capital appreciation.

• Balanced Fund

• MIP

• Fund of Funds

• Capital Protection Fund

Offshore scheme:

An excellent investment opportunity for NRIs and eligible foreign investors 

• India Advantage Fund: An offshore fund for NRIs, Foreign Nationals

& FIIs to participate in the Indian growth story..• Excel India Fund: An open-ended unit trust for Canadian investors

created under the laws of Ontario pursuant to the Declaration..

Outlets in country:

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Today, BSLAMC is present in 152 locations, including 32

branches.

They have branches in major cities like Mumbai. Nagpur, Kolkata etc

Channel of distribution:

Company strategy

BSLAMCL

INVESTORS

BSLAMCL

BROKINGFIRMS

INVESTORS

BROKINGFIRMS

BSLAMCL

AGENTS

INVESTORS

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Pricing strategies:

  In a mutual fund pricing strategy is very simple and very easy tounderstand. In the case of mutual fund there are two type funds is availableopen ended and close ended. The cost of this two type of fund is fixed openended--- 5000RS and close ended----- 3000RS. In the case of BSLAMCLthey have fixed pricing strategies. They provide installment facility also. 

Marketing Strategies:

BSLAMCL is one of the reputed companies in asset management only because of there marketing strategy they reached at this level. Theremarketing strategy is very simple to understand.BSLAMCL is joint venturewith ADITY BIRLA GROUP.  They used this tie up links for theremarketing strategy.

Promotion Strategies:

For the purpose of promotion policy BSLAMCL used very simple thing likethey give there advertisement on television and they used hording and

 banner. And they used there tie ups links for there promotion policy

Present and Future of industry:

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BSLAMCL is working in mutual funds .Means there main area of operation

is mutual fund. Firstly what is mutual fund?

 put ur money in trust, not trust in money” Entices he small investors, whogenerally lack expertise to invest on there own in the securities market and

 prefer some kind of collective investment vechiles,which can pool theremarginal resourses,invest in securities and distribute the returns there fromamong them or cooperative principles.

There are two type of mutual fund:

1: Open ended mutual fund:

• Open-ended schemes, as their name suggests, don’t have a fixed

tenure and are always open for investment.

• One can invest in them any time and also withdraw at any time.

 

2: Close ended mutual fund:

• Closed-end schemes, on the other hand, are of fixed tenure, which is

stated at the time of their birth itself.

• Such schemes invite subscriptions only once during their lifetime, atthe time of launch.

There are some types of mutual fund (on the basis of objectives)

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EQUITY FUNDS / GROWTH FUNDSDIVERSIFIED FUNDSSECTOR FUNDSINDEX FUNDSTAX SAVINGS FUNDSDEBT / INCOME FUNDSLIQUID FUNDS / MONEY MARKET FUNDSGILT FUNDSBALANCED FUNDS

 

Process of mutual fund flow chart:

Following are the process of how to invest in mutual funds. andwhat is role of fund manager in mutual fund.

Global existence:

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As of today BSLAMCL has no branches outside India .the investmentmanagers of Birla Mutual Fund, is a joint venture between the Aditya BirlaGroup and the Sun Life Financial Services of Canada. The joint venture

 brings together the Aditya Birla Group's experience in the Indian market andSun Life's global experience.

India’s Talent Pool Driving GlobalCompetitiveness

0

10

20

30

40

50

       F       Y       9       7

       F       Y       9       8

       F       Y       9       9

       F       Y       0       0

       F       Y       0       1

       F       Y       0       2

       F       Y       0       3

       F       Y       0       4

       F       Y       0       5       E

       F       Y       0       6       E

       F       Y       0       7       E

       F       Y       0       8       E

       F       Y       0       9       E

Software/IT BPO/ITES

IT/ITES exports (US$bn)

0

2

4

6

8

       F       Y       9       7

       F       Y       9       8

       F       Y       9       9

       F       Y       0       0

       F       Y       0       1

       F       Y       0       2

       F       Y       0       3

       F       Y       0       4

       F       Y       0       5       E

       F       Y       0       6       E

       F       Y       0       7       E

       F       Y       0       8       E

       F       Y       0       9       E

Pharma exports (US$bn)

0

1

2

3

       F       Y       9       7

       F       Y       9       8

       F       Y       9       9

       F       Y       0       0

       F       Y       0       1

       F       Y       0       2

       F       Y       0       3

       F       Y       0       4

       F       Y       0       5       E

       F       Y       0       6       E

       F       Y       0       7       E

       F       Y       0       8       E

       F       Y       0       9       E

Auto component exports (US$bn)

0

10

20

30

       F       Y       9       7

       F       Y       9       8

       F       Y       9       9

       F       Y       0       0

       F       Y       0       1

       F       Y       0       2

       F       Y       0       3

       F       Y       0       4

       F       Y       0       5       E

       F       Y       0       6       E

       F       Y       0       7       E

       F       Y       0       8       E

       F       Y       0       9       E

Fabrics Ready made garmen

Textiles exports (US$bn)

Source: CLSA Asia-Pacific Markets