The document provides an overview of Aditya Birla Housing Finance Limited (ABHFL), a non-banking financial company (NBFC) that is a subsidiary of Aditya Birla Financial Services. It discusses the internship role of mapping the mortgage/home finance market in Delhi-NCR, including analyzing competitor activity, builder projects, and direct sales agents. Key findings were that ABHFL received more applications from areas with affordable prices and high growth. Suggestions included lowering interest rates to improve competitiveness and easing policies to improve relations with builders.

1. “MARKET MAPPING FOR
MORTGAGE/HOME
FINANCE”
Internship Type- On The Job
Chirag Bansal
PGSF 1516

2. TABLE OF CONTENTS
1. Industry Overview
2. Company Overview
3. Job Description
4. Analysis of Job Done
5. Learning Outcomes
6. Findings & Suggestions

3. INDUSTRY OVERVIEW
• NBFC has grown from 10.7% to 14.3% in2014.
• NBFCs are having several benefits over banks like they focus on niche segment, and have expertise
knowledge in the specific asset classes, and which provides the funding needs of economy.
• NBFC are lacking banking license yet they are able to provide most of the banking services offered by
banks.
• They fills the gaps in the availability of loans & advances service which is not possible in some areas.
NBFC has 12.3% assets of the total financial system.
• The factors that makes the difference between an NBFC and Bank are as follows:
 NBFCs cannot collects & deposits like banks
 NBFCs are unable to issue checks drawn on themselves
 NBFCs are unable to issue Demand Drafts like banks
Source: http://simconblog.wordpress.com

4. COMPANY OVERVIEW
• India’s one of the oldest and most respected business houses with group turnover of over $ 40 billion. Aditya
Birla Group (ABG) is India’s first true multinational with 107 state-of-the-art units in 25 countries. ABG has
more than 130,000 employees which belong to over 42 different nationalities.
• Aditya Birla Housing Finance Limited (ABHFL) is a subsidiary of the Aditya Birla Financial Services is India’s
most reputed NBFC. It came into existence in 3rd quarter of 2015 the company is also certified ISO
9001:2008.
• ABHFL offers a lending solution for the commercial, real estate& mortgages, infrastructure project&
structured finance.
• Aditya Birla Housing Finance Ltd till June, 2016 has disbursed ₹2,000 core
• The Real Estate and Mortgage solutions comprises –
 Home Loans
 Plot and Home Construction
 Lease Rental Discounting
 Loan Against Property
Source: http://adityabirlahomeloans.com/Pages/Home.aspx

5. JOB DESCRIPTION
• Catchment mapping of the assigned geography in terms of real estate development, prices,
competitors, developers, inventory / stock, occupancy, funding and distinctive features.
• Create database of builder projects and sites in the catchment.
• To maintain a tracker of the same and provide suggestions for business sourcing in the project
report.
• Had meeting with Direct Sales Agents to make them understand the different benefits of being
empaneled with us.

7. ANALYSIS OF JOB DONE
18 Project sites visited Files Received
• Because of certain policies of ABHFL we were unable to crackdown Business.
• ABHFL received more files from Greater Noida and extension due to Affordable prices and
High Growth in the area
Gr Noida
andextension
, 7
Ghaziabad, 4
Noida, 0
Gr Noida and
extension, 10
Ghaziabad, 7
Noida, 1

8. Services satisfaction of
Direct Sales Agent
satisfied
32%
Not satisfied
68%
Services
Entity Name
Square Capital Advisory Services Pvt. Ltd.
NCR Management Solutions Pvt. Ltd.
Abhishek Pradhan Solutionns
K & S Financial Services Pvt. Ltd.
Max Wealth
Fidentia Business Consulting
Ashutosh Financial Services
Chase Strategic Advisory
MD Jahangeer Alam

9. Amount of portfolio handling by DSAs
Below 2crore
27%
2 Cr.-5 Cr.
63%
23% above 5
cr
0%
portfolio
RoI
30%
Commission
57%
Brand
13%
feature preference
Feature preference by DSAs

10. MAJOR COMPETITOR’S

11. LEARNING OUTCOMES
Key Learning’s
• Had a good on-field experience and understood market dynamics of the Housing Finance.
• Developed and enhanced skills in building relationships and distribution of Home loan solutions.
• Another key learning is about knowing the different bottlenecks that can affect sales..
• Also learned the process of Loan Sanctioning.
Outcomes
• Sales pitch
• Domain Knowledge

12. FINDINGS & SUGGESTIONS
Findings :
• Basic Login Problems : Due to longer TAT credit team again and again ask
for documents which in return irritate the customer and they often rises the
issue of signature Mismatch.
• Sanction problems: Correct sanction letter is not generated at one time.
• Service Quality: Approved Project Funding(APF) takes more time as
compared to other NBFCs and Turn Around Time is also high.
• Limited Workforce: Delhi-NCR is a Big Market and to cover this area a Sales
Manager requires at least 7-8 members in his team.

13. Suggestions :
• Immediate cut in Rate of Interest to 9.40% in order to compete with other
Banks and NBFC’s and no discrimination between the Rate of Interest of
Salaried and Self Employed Applicants.
• Easing down its policy and Improvement in Relations with Builders by
improving quality of services like TAT, APF approval and Special Payment
Schemes.
• Increase its Brand Awareness by done by advertising their products through
various channels, such as print media, advertisements, digital marketing,
Radio, etc.