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.

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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

26
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.

27
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.

28
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.

29
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.

30
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.

31
Fig.6.1.data analysis

32
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.

33
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.

34
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.

35
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.

36
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.

37
REFERENCES
WEBSITES:-
1. www.edelwiessfin.com
2. www.edelweiss.in
NEWSPAPERS
1. The Economic Times
2. Mint

38
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?

Consumer behavior of Edelweiss Broking Ltd

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