Sharekhan Mutual fund report by Pawan Saini MBA Finance 15104034..AUG. 2016

Summer Training Project Report
on
MUTUAL FUNDS
AT
SHAREKHAN LIMITED
Submitted in Partial Fulfillment of the Requirement for the Award of the
Degree of
Master of Business Administration
By
PAWAN KUMAR
MBA FINANCE
15104034
Under the Supervision of
Mr. DINESH KUMAR
BRANCH MANAGER
Haryana School of Business
Guru Jambheshwar University

Hisar
PREFACE
For a management student training plays an important role during his/her study. Training
provides a corporate or real world platform to learn practically. MBA degree without any
training or corporate world experience is just like life without oxygen. So industrial training
provides a great learning experience about management concepts and its applications.
This training provides us an opportunity to know the current market. To know the
current market situations, prevailing competitions, behavioural environment of different people
etc. It provides us a platform whereby we can apply our theoretical knowledge and we can solve
many practical problems. And hence it can help us to be a successful manager in future.
Thanks to all those who directly or indirectly help me to complete this project within
a short time limit. For preparation of this report I would like to thanks to faculty members of our
college and staff members of SHARE KHAN LTD.
ACKNOWLEDGEMENT
There is a fact that none of the human being in this world is 100% perfect and in order to
gain some perfectness in itself an individual surely needs a helping hand. The same was with me
with respect to the project that I was undergoing during this session of 2 months. As I too was
illiterate with this research topic that I selected for my research at the initial stages, I got

acquainted with it slowly and steadily through efforts and surely from various intelligent and
helpful personalities. I would like to extend my heartily thanks to all of them through this
acknowledgement.
I am also thankful SHAREKHAN Ltd., HISAR for giving me an opportunity for getting
in valuable experience in such reputed organization.
I am also thankful Sharekhan Limited for providing me actual training and the required
knowledge & guidance in completing this training successfully.
Finally, I would like to record my special thanks to my parents, friends, and colleagues
help me directly or indirectly in preparation of project work.
INDEX
CHAPTER
NUMBER
CHAPTER NAME
1 INTRODUCTION OF COMPANY
2 ABOUT MUTUAL FUNDS
3 COMPETITIVE ANALYSIS
4 RESEARCH METHODOLOGY
5 DATA ANALYSIS
6 FINDINGS
7 SUGGESATIONS

8 CONCLUSION
9 BIBLIOGRAPHY
INDEX
OVERVIEW OF THE INDUSTRY
ABOUT EQUITY MARKET
• EQUITY SHARES
• Shares represent ownership rights of their holders. Shareholders are owners of the
company. Shares can of two types:
• Equity Shares
• Preference Shares
• Equity Shares are also known as ordinary shares.
• Do not have fixed rate of dividend.

• There is no legal obligation to pay dividends to equity shareholders.
• Priority wise equity shareholders get second priority in paying the dividend.
• Equity shareholders have a right to vote in the annual general meetings (AGM)
and extra ordinary general meeting (EGM).
• A company may issue right shares or bonus shares to the existing shareholders of
the company.
• Equity shareholders are never redeemed unless the company as a going concern.
• STOCKMARKETS IN INDIA
Stock exchanges are the perfect type of market for securities whether of government
And semi-govt bodies or other public bodies as also for shares and debentures issued
By the joint-stock companies. In the stock market, purchases and sales of shares are
Affected in conditions of free competition. Government securities are traded outside the
Trading ring in the form of over the counter sales or purchase. The bargains that are
Struck in the trading ring by the members of the stock exchanges are at the fairest
Prices determined by the basic laws of supply and demand.
• Definition of a stock exchange:
“Stock exchange means anybody or individuals whether incorporated or not,
Constituted for the purpose of assisting, regulating or controlling the business of buying,
Selling or dealing in securities.” The securities include:
• Shares of public company.
• Government securities.
• Bonds
• History of Stock Exchanges:
The only stock exchanges operating in the 19th century were those of Mumbai setup
In 1875 and Ahmadabad set up in 1894. These were organized as voluntary nonprofit-
Marking associations of brokers to regulate and protect their interests. Before
The control on securities under the constitution in 1950, it was a state subject and the
Bombay securities contracts (control) act of 1925 used to regulate trading in
Securities. Under this act, the Mumbai stock exchange was recognized in 1927 and

Ahmadabad in 1937. During the war boom, a number of stock exchanges were
Organized. Soon after it became a central subject, central legislation was proposed
And a committee headed by A.D.Gorwala went into the bill for securities regulation.
On the basis of the committee’s recommendations and public discussion, the
Securities contract (regulation) act became law in 1956.
• Functions of Stock Exchanges:
Stock exchanges provide liquidity to the listed companies. By giving quotations to
The listed companies, they help trading and raise funds from the market. Over the
Hundred and twenty years during which the stock exchanges have existed in this
Country and through their medium, the central and state government have raised
Corers of rupees by floating public loans. Municipal corporations, trust and local
Bodies have obtained from the public their financial requirements, and industry, trade
And commerce- the backbone of the country’s economy-have secured capital of
Crores or rupees through the issue of stocks, shares and debentures for financing
Their day-to-day activities, organizing new ventures and completing projects of
Expansion, diversification and modernization. By obtaining the listing and trading
Facilities, public investment is increased and companies were able to raise more
Funds. The quoted companies with wide public interest have enjoyed some benefits
And assets valuation has become easier for tax and other purposes.
• ONLINE TRADING INDUSTRY– INDIA
With an online trading account, you can buy and sell shares in an instant! Anytime you like and
from anywhere you like. You can choose the online trading account that suits your trading habits
and preference.
In online trading the orders are sent to the exchanges, the confirmation is immediately conveyed
through E-mail and the proceeds or shares are credited (or debited) to the bank and demat
accounts. Globally, trade every seconds trade that goes through in the stock market is an online
trade. We in India have a long way to go but we sure are catching up a good speed.

Companies offer a fast online share dealing service using real time quotes, free up to the
minute advice, information and tips. Trades may be both in NSE & BSE. Some online companies
offer investment in mutual funds and IPO’s online.
• The Indian issues:
Some other structural aspects need to be kept in mind while analyzing the e-broking scenario in
India. The breadth of participation in the stock market in India is significantly lower as compared
to western markets with only 12.1 million equity owning households and three million
depository accounts. Brokerage rates in India are significantly lower than US rates, with Indian
brokers charging commissions of 0.5% to 1.25% per trade. For any player, the pricing strategy
for e-broking for the retail segment is as follows: For the cash segment, the brokerage charged
varies from 0.4% to 0.85% based on the volume of trade done per quarter while for the margin
segment; the brokerage charged varies from 0.05% to 0.15% based on the volume of trade done
per quarter. The above charges are inclusive of depository charges and all the other statutory .
National Stock Exchange of India (NSE),
Bombay Stock Exchange of India (BSE)
Indian Commodity Exchange (ICEX)
United Stock Exchange of India (USE)
Multi Commodity Exchange (MCX)
Over the Counter Exchange of India (OTCEI)
Inter-connected Stock Exchange of India (ISE)
Madras Stock Exchange (MSE)
Coimbatore Stock Exchange (CSX)
Ahmedabad Stock Exchange (ASE)
Bhubaneshwar Stock Exchange (BhSE)
Cochin Stock Exchange (CSE)

Hyderabad Stock Exchange (HSE)
Calcutta Stock Exchange (CSE)
Delhi Stock Exchange (DSE)
Bangalore Stock Exchange (BgSE)
Madhya Pradesh Stock Exchange, Indore
Jaipur Stock Exchange (JSE)
Magadha Stock Exchange, Patna
UP Stock Exchange (UPSE)
Vadodara Stock Exchange,Vadodara (VSE)
Guwahati Stock Exchange Ltd
Ludhiana Stock Exchange Association Ltd
Kanara Stock Exchange Ltd
Mangalore Stock Exchange Ltd
Pune Stock Exchange Ltd
Saurashtra Kutch Stock Exchange Ltd
Meerut Stock Exchange Ltd
INTRODUCTION TO NATIONAL STOCK EXCHANGE (N.S.E)
The National Stock Exchange (NSE) (is a stock exchange located at Mumbai, India. It is the
16th largest stock exchange in the world by market capitalization and largest in India by daily

turnover and number of trades, for both equities and derivative trading. NSE has a market
capitalization of around US$985 billion and over 1,646 listings as of December 2011. Though a
number of other exchanges exist, NSE and the Bombay Stock Exchange are the two most
significant stock exchanges in India, and between them are responsible for the vast majority of
share transactions. The NSE's key index is the S&P CNX Nifty, known as the NSE NIFTY
(National Stock Exchange Fifty), an index of fifty major stocks weighted by market
capitalisation.
NSE is mutually owned by a set of leading financial institutions, banks, insurance companies and
other financial intermediaries in India but its ownership and management operate as separate
entities. There are at least 2 foreign investors NYSE Euronext and Goldman Sachs who have
taken a stake in the NSE. As of 2006, the NSE VSAT terminals, 2799 in total, cover more than
1500 cities across India. NSE is the third largest Stock Exchange in the world in terms of the
number of trades in equities. It is the second fastest growing stock exchange in the world with a
recorded growth of 16.6%.
The National Stock Exchange (NSE) is India's leading stock exchange covering various cities
and towns across the country. NSE was set up by leading institutions to provide a modern, fully
automated screen-based trading system with national reach. The Exchange has brought about
unparalleled transparency, speed & efficiency, safety and market integrity. It has set up facilities
that serve as a model for the securities industry in terms of systems, practices&procedures.
NSE has played a catalytic role in reforming the Indian securities market in terms of
microstructure, market practices and trading volumes. The market today uses state-of-art
information technology to provide an efficient and transparent trading, clearing and settlement
mechanism, and has witnessed several innovations in products & services viz. demutualisation of
stock exchange governance, screen based trading, compression of settlement cycles,
dematerialisation and electronic transfer of securities, securities lending and borrowing,
professionalization of trading members, fine-tuned risk management systems, emergence of
clearing corporations to assume counterparty risks, market of debt and derivative instruments
and intensive use of information technology.

Origins
The National Stock Exchange of India was set up by Government of India on the
recommendation of Pherwani Committee in 1991.Promoted by leading Financial institutions
essentially led by IDBI at the behest of the Government of India, it was incorporated in
November 1992 as a tax-paying company. In April 1993, it was recognized as a stock exchange
under the 1Securities Contracts (Regulation) Act, 1956. NSE commenced operations in the
Wholesale Debt Market (WDM) segment in June 1994. The Capital market (Equities) segment
of the NSE commenced operations in November 1994, while operations in the Derivatives
segment commenced in June 2000.
Purpose
Committed to improve the financial well-being of people.
Vision
To continue to be a leader, establish global presence, facilitate the financial well being of people.
Values
NSE is committed to the following core values:
• Integrity
• Customer focused culture
• Trust, respect and care for the individual
• Passion for excellence
• Teamwork
Markets
Currently, NSE has the following major segments of the capital market:
• Equity

• Futures and options
• Retail debt market
• Wholesale debt market
• Currency futures
• Mutual fund
• Stocks lending and borrowing
In August 2008 currency derivatives were introduced in India with the launch of Currency
Futures in USD INR by NSE. Currently it has also launched currency futures in euros, pounds
and yen. Interest Rate Futures were introduced for the first time in India by NSE on 31 August
2009, exactly one year after the launch of Currency Futures.
NSE became the first stock exchange to get approval for interest rate futures, As recommended
by SEBI-RBI committee, on 31 August 2009, a futures contract based on 7% 10 Year
Government of India (Notional) was launched with quarterly maturities.
Hours
NSE's normal trading sessions. 9:15 AM TO 3:15(3:30) pm
INTRODUCTION TO BOMBAY STOCK EXCHANGE (B.S.E)
The Bombay Stock Exchange (BSE) (Bombay Śhare Bāzaār) (formerly, The Stock Exchange,
Bombay) is a stock exchange located on Dalal Street, Mumbai and is the oldest stock exchange

in Asia. The equity market capitalization of the companies listed on the BSE was US$1 trillion
as of December 2011, making it the 6th largest stock exchange in Asia and the 14th largest in the
world The BSE has the largest number of listed companies in the world.
As of March 2012, there are over 5,133 listed Indian companies and over 8,196 scrips on the
stock exchange, the Bombay Stock Exchange has a significant trading volume. The BSE
SENSEX, also called "BSE 30", is a widely used market index in India and Asia. Though many
other exchanges exist, BSE and the National Stock Exchange of India account for the majority of
the equity trading in India. While both have similar total market capitalization (about USD 1.6
trillion), share volume in NSE is typically two times that of BSE
BSE Limited is the oldest stock exchange in Asia What is now popularly known as the BSE was
established as "The Native Share & Stock Brokers' Association" in 1875.
Over the past 135 years, BSE has facilitated the growth of the Indian corporate sector by
providing it with an efficient capital raising platform.
Today, BSE is the world's number 1 exchange in the world in terms of the number of listed
companies handled through its electronic trading system. And it is in the top ten of global
exchanges in terms of the market capitalization of its listed companies (as of December 31,
2009). The companies listed on BSE command a total market capitalization of USD Trillion 1.28
as of Feb, 2010.
BSE is the first exchange in India and the second in the world to obtain an ISO 9001:2000
certifications. It is also the first Exchange in the country and second in the world to receive
Information Security Management System Standard BS 7799-2-2002 certification for its BSE
On-Line trading System (BOLT). Presently, we are ISO 27001:2005 certified, which is a ISO
version of BS 7799 for Information Security.
The BSE Index, SENSEX, is India's first and most popular Stock Market benchmark index.

Exchange traded funds (ETF) on SENSEX, are listed on BSE and in Hong Kong. Futures and
options on the index are also traded at BSE. (over 4900). It is the world's 5th most active in terms
of number of transactions
Hours of operation
Session Timing
Beginning of the Day Session 8:30 - 9:00
Pre-open trading session 9:00 - 9:15
Trading Session 9:15 - 15:30
Position Transfer Session 15:30 - 15:50
Closing Session 15:50 - 16:05
Option Exercise Session 16:05 -
The hours of operation for the BSE quoted above are stated in terms the local time (GMT +
5:30). BSE's normal trading sessions are on all days of the week except Saturday, Sundays and
holidays declared by the Exchange in advance.

SEBI (Securities and Exchange Board of India)
In 1998, the SEBI was established by the Government of India through an executive resolution,
and was subsequently upgraded as a fully autonomous body (a statutory board) in the year 1992
with the passing of the SEBI act on 30th Jan 1992. In place of Government control statutory and
autonomous regulatory boards with defined responsibilities, to cover both development and
regulation of the market, and independent powers have been set up. Paradoxically this is a
positive outcome of the securities scam of 1990-91.
The basic objectives of the board were identified as:
• To promote the interests of investors in securities.
• To promote the development of securities market.
• To regulate the securities market and
• For matters connected there with or incidental there .
Since its inception SEBI has been working targeting the securities and is attending to the
fulfillment of its objectives with commendable zeal and dexterity. The improvements in the
securities markets like capitalizations requirements, margining, establishments of clearing
corporation etc. reduced the risk of credit and also reduced the market.
SEBI has introduced the comprehensive regulatory measures prescribed norms, the eligibility
criteria, the code of obligations and the code of conduct for different intermediaries like, bankers

to issue, merchant bankers, brokers and sub-brokers, registrars, portfolio managers, credit rating
agencies, underwriters and others. It has framed by-laws, risk identification and risk management
systems for clearing houses of stock exchanges, surveillance system etc. which has made dealing
in securities both safe And transparent to the end investors.
Another significant event is the approval of trading in stock indices (like S&P CNX Nifty
and Sensex) in 2000. A market index is a convenient and effective product because of the
following reasons:
• It acts as a barometer for market behavior.
• It is used to benchmark portfolio performance.
• It is used in derivative instrument like index futures and index options.
• It can be used for passive fund management as in case if index funds.
Two board approaches of SEBI is to integrate the securities market at the national level, and
also to diversify the trading products, so that there is an increase in number of traders including
banks, financial institutions, insurance companies, mutual funds, primary dealers etc. to transact
through the exchanges. In this context the introduction of derivatives trading through Indian
stock exchanges permitted by SEBI in 2000 AD is a real landmark.
SEBI appointed the L.C. Gupta Committee in 1998 to recommend the regulatory frameworks
for derivatives trading and suggest by-laws for regulation and control of trading and settlement
of derivatives contracts. The board of SEBI in its meeting held on May 11, 1198 accepted the
recommendations of the committee and approved the phased introduction of derivatives trading
in India beginning with stock index futures. The board also approved the “Suggestive by-laws”
as recommended by the Dr. L.C. Gupta Committee for regulation and control of trading and
settlement of derivatives contracts.
SEBI then appointed the J. R. Verma Committee to recommend Risk Containment Measures
(RCM) in the Indian stock index futures market. The report was submitted in November 1998.
However the Securities Contracts (Regulation) act, 1956 (SCRA) required amendment to include
“derivatives” in the definitions of securities to enable SEBI to introduce trading in derivatives.
The necessary amendment was then carried out by the Government in 1999. The Securities law
(Amendment) bill, 1999 was introduced. In December 1999 the new framework was approved.

Derivatives have been accorded the status of ‘Securities’. The ban imposed on trading in
derivatives in 1969 under a notification issued by the central government was revoked.
Thereafter SEBI formulated the necessary regulations and intimated the stock exchanges in the
year 2000. The derivatives trading started in India at NSE in 2000 and BSE started trading in the
year 2001.
INTRODUCTION OF COMPANY
Incorporated in February 2000, Sharekhan is India's 3rd largest stock broker (after ICICI
Direct and HDFC Securities). Sharekhan provides brokerage services through its online trading
website Sharekhan.com and 1800 offices which includes branches & franchises in over 550 cities
across India. Sharekhan has seen incredible growth over last 10+ years though it's very
successful online trading platform and the chain of franchises located in almost every part of
India. Sharekhan also has international presence in the UAE and Oman.
Sharekhan offers its services to all kinds of customers including individual investors and traders,
corporate, institutional and NRI's. As of Dec 2014, Sharekhan has over 13 lakh
customers. Sharekhan offers trade execution facilities for equity cash and derivatives segments
on BSE and NSE, commodities trading facilities on MCX and NCDEX. Sharekhan also offer
depository services (demat account) and option to invest in mutual funds and IPOs.
Sharekhan.com is the finest investment portal for India stock market. The well designed
website provides wide range on investment options, share market news, research reports, stock
quotes, fundamental and statistical info across equity, mutual funds, IPOs and much more.
Sharekhan also offers 'Sharekhan TradeTiger', one of the most popular trading terminals, for
retail investors. The Trade Tiger is quite similar to Broker Terminal and allows frequent traders

to place and execute their orders at a high speed. It also provides live data and other tools on the
same screen to help the users with their trades.
Sharekhan's 'ShareMobile' platform offers trading facility though mobile application. Mobile
apps are available for popular iPhone, iPad, Blackberry, Android and other phones.
Services offered by Sharekhan include trading in equity, F&O and Commodity and investment in
IPO's, Mutual Funds, Insurance, Bonds and NCD's. Company also provide Sharekhan Demat
Account and registered as a depository participant with NSD and CDS.
Sharekhan offers verity of accounts to suite customer requirement. These accounts include
Sharekhan First Step Account Sharekhan Classic Account, Sharekhan Trade Tiger Account and
Portfolio Management Services (PMS) though Sharekhan Platinum Circle Account.
Sharekhan has its own research teams which regularly publishes investment advice, stock tips,
quarterly company result analysis and news alerts to its customer though email, SMS and on
Sharekhan.com. Sharekhan has an excellent knowledge center on its website to help stock and
commodity market investors of all kind. It also offers free online and classroom seminars /
workshops to investors. Each Sharekhan Accounts comes with online and in-person help from
Sharekhan representative.

• THE COMPANY
• Name of the company: Sharekhan ltd.
• Year of Establishment: 1925
• Headquarter: Sharekhan SSKI
A-206 Phoenix House
Phoenix Mills Compound
Lower Parel Mumbai - Maharashtra, INDIA- 400013
• Nature of Business: Service Provider
• Services: Depository Services, Online Services and Technical Research.
• Number of Employees: Over 3500
• Website: www.sharekhan.com
• Slogan: Your Guide to The Financial Jungle.

• Vision
To be the best retail brokering Brand in the retail business of stock market.
• Mission
To educate and empower the individual investor to make better investment decisions through
quality advice and superior service.
• Sharekhan is infact-
• Among the top 3 branded retail service providers
• No. 1 player in online business
• Largest network of branded broking outlets in the country serving more than 7,00,000 clients.
Sharekhan's management team is one of the strongest in the sector and has positioned Sharekhan
to take advantage of the growing consumer demand for financial services products in India
through investments in research, pan-Indian branch network and an outstanding technology
platform. Further, Sharekhan's lineage and relationship with SSKI Group provide it a unique
position to understand and leverage the growth of the financial services sector.
SSKI Corporate Finance Private Limited (SSKI) is a leading India-based investment bank with
strong research-driven focus. Their team members are widely respected for their commitment to
transactions and their specialized knowledge in their areas of strength.
• SHAREKHAN LIMITED’S MANAGEMENT TEAM
DIRECTORS:
Sharekhan Limited INSIDERS ON Board Members
Name (Connections) Relationships Title Age
Tarun Shah 9 Relationships Chief Executive Officer and Whole-Time Director --
Jaideep Arora 9 Relationships Whole-Time Director --
Shankar Vailaya 9 Relationships Whole-Time Director --
Other Board Members On Board Members
Name (Connections) Relationships Type of Board Members Primary Company Age
Jimmy Mahtani 22Relationships Member of the Board of
Directors
Sharekhan Limited --
Marc Desaedeleer 21Relationships Member of the Board of
Directors
Citi Venture Capital
International
65
Rahul Yadav 9Relationships Member of the Board of
Directors

Anil Nagu 10Relationships Member of the Board of
Directors
Citi Venture Capital
International
--
Sumeet Narang 9Relationships Member of the Board of
Directors
Vikram Limaye 57Relationships Member of the Board of
Directors
IDFC Limited 50
Thiruvidaimarudhur
Sivashankar
9Relationships Alternate Director Sharekhan Limited -
• Demat account:
Sharekhan is a depository participant. This means that we can keep the shares in dematerialized
form in Sharekhan. But for this one has to the demat account in Sharekhan. Dematerialization is
the process by which a client can get physical certificates converted into electronic balances
maintained in his account with the DP.
In Sharekhan, under demat account there are two types of terminals.
TYPE OF DEMAT
ACCOUNT TERMINAL
DEPOSIT (Refundable) CHARGES (non-refundable)
Account Types
1. Classic account
Allow investor to buy and sell stocks online along with the following features like multiple
watch lists, Integrated Banking, demat and digital contracts, Real-time portfolio tracking with
price alerts and Instant credit & transfer.
• Online trading account for investing in Equities and Derivatives
• Free trading through Phone (Dial-n-Trade)
• Two dedicated numbers for placing your orders with your cellphone or landline.

• Automtic funds tranfer with phone banking (for Citibank and HDFC bank
customers)
• Simple and Secure Interactive Voice Response based system for authentication
• get the trusted, professional advice of our telebrokers
• After hours order placement facility between 8.00 am and 9.30 am
• Integration of: Online trading + Bank + Demat account
• Instant cash transfer facility against purchase & sale of shares
• IPO investments
• Instant order and trade confirmations by e-mail
• Single screen interface for cash and derivatives
2. TradeTiger account
This is a net based executable application for active traders who trade frequently during the day's
trading session. Following are few popular features of Trade Tiger account.
• A single platform for multiple exchange BSE & NSE (Cash & F&O), MCX, NCDEX
• Multiple Market Watch available on Single Screen
• Hot keys similar to a traditional broker terminal
• Tie-up with 12 banks for online transfer of funds
• Different tools available to gauge market such as Tick Query, Ticker, Market Summary,
Action Watch, Option Premium Calculator, Span Calculator
• Graph Studies are available including Average, Band- Bollinger, Know SureThing,
MACD, RSI, etc
Special offer for our website visitors
Free Trading & Demat Account (for limited time only)
Sharekhan offers FREE Trading + Demat Account (Rs 1150 waived). You can also avail of
attractive trading plans that suit your needs by just paying the AMC charges that are fully
adjustable against brokerage. Thereby saving up to 70% on brokerage.

This is a limited time offer. Simply leave your contact information with us and Sharekhan
representatives will contact you.
Sharekhan Brokerage Charges 2016
Account Opening Fees & Annual maintenance charges (AMC)
• Trading Account Opening Charges (One Time): Rs 750 (Classic Account), Rs 1000
(Trade Tiger Account)- charges fully adjusted against first 6 months brokerage.
• Trading Annual maintenance charges (AMC): Nil
• Demat Account Opening Charges (One Time): Included in trading account opening
charges
• Demat Account Annual Maintenance Charges (AMC): Rs 400 (Free for 1st year with
trading account.)
Sharekhan Trading Brokerages Charges:
• Intra-day Trades: 0.1% on the buy side and 0.1% on the sell side.
• Delivery Based Trades: 0.5% or 10 paise per share or Rs 16/- per scrip whichever is
higher.
• F&O Trades: 0.1% on the first leg and 0.02% on the second leg if squared off on the
same day and 0.1% if squared off on any other day.
• Options Trades: Rs 100/- per contract or 2.5% on the premium (whichever is higher).
• Currency Future: 0.1%.
• Currency Options: Rs 30/- per lot or 2.5% on premium (whichever is higher).
• Commodity: 0.1%.
Sharekhan Minimum Brokerage Fee:
• For Intra-day Trades: Sharekhan charges minimum brokerage of 5 paise per share. This
means that while doing intraday trading if the share price you trade in is Rs 50/- or less, a
minimum brokerage of 5 paise per share will be charged.

• For Delivery Based Trades: Sharekhan charges minimum brokerage fee of 10 paise per
share. This means; for delivery based trades minmum brokerage of 10 paise per share is
charged when the share price is Rs 20/- or less.
• Minimum DP charges: DP charges of Rs 16/- per scrip is charged when the total traded
value is Rs 3200/- or less in case of sell transaction.
• Useful links about Sharekhan:
1. Sharekhan Website: http://www.ShareKhan.com
2. Product Demo - Speed Trade: http://www.sharekhan.com/Demos/speedtrade/index.html
3. Product Demo - Classic: http://www.sharekhan.com/Demos/classic/index.html
4. Email: info@sharekhan.com
5. FAQs: http://sharekhan.com/KnowledgeCentre/Sharekhan_FAQ.aspx
6. Phone: 022-66621111
7. Toll Free: 1-800-22-7500
• TRADING SESSION:-
Trading timings are from 9:55 A.M. to 3:30 P.M. on all 5 days of the trading period.
Monday to Friday is the trading period in all the stock exchanges. SEBI has
Stipulated that all the stock exchanges in India must have same trading period.

COMPETITIVE ANALYSIS
• THE MAJOR PLAYERS IN ONLINE TRADING
1) SHAREKHAN.COM
2) 5PAISA.COM
3) KOTAKSTREET.COM
4) INDIABULLS.COM
5) ICICIDIRECT.COM
6) HDFCSEC.COM

• HDFC SECURITIES:
Company Background:
HDFC Securities Ltd is promoted by the HDFC Bank, HDFC and Chase Capital
Partners and their associates. Pioneers in setting up Dial-a-share service with the
Largest team of Tele-brokers.
• Online Account Type:

• HDFC Online Trading A/c: Plain Vanilla Account with focus on 3 in 1
Advantage.
• Pricing of HDFC Account
• Account Opening: Rs 750
• Demat: NIL, 1st year charges included in Account Opening
• Initial Margin : Rs 5000/- for non HDFC Bank Customers (AQB)
• Brokerage:
• Trading 0.15%* each side + ST
• Delivery 0.50%** each side + ST
• Rs 25 Min Brokerage per transaction
• Rs 8 Min Brokerage per transaction
ICICI DIRECT:
Account Opening: Rs 750

• Schemes: For short periods Rs 750 is refundable against brokerage generated
In a quarter these schemes are introduced 3-4 times a year.
• Demat: NIL, 1st year charges included in Account Opening Plus a facility to open
Additional 4 DP’s without 1st yr AMC. Only Rs 100 as linking charges per DP
• Initial Margin : Nil
Brokerage: ICICI’s brokerage rates are inclusive of Stamp duty (0.002%) for
Trading and 0.010% for delivery while service tax (10.2%) on BROKERAGE land
Turnover tax is EXTRA.
• Delivery Vol per QTR Brokerage Square Vol P.M. Brokerage
• < 10 lakhs 0.75% < 50 lakhs .10% Both Sides
• 10 – 25 lakhs 0.70% 50 lakhs – 2 Cr .08% Both Sides
• 25 – 50 lakhs 0.55% 2Cr-5Cr .05% Both Sides
• 50 lakhs - 1 Cr 0.45% 5Cr- 10 Cr .04% Both Sides
• 1 Cr – 2 Cr 0.35% 10Cr -20 Cr .035% Both Sides
• 2 Cr – 5 Cr 0.30% > 20 Cr .03% Both Sides
• 5 Cr 0.25% -------- ----------
• INDIABULLS:

• Company Background:
India Bulls is a retail financial services company present in 70 locations covering 62
Cities. It offers a full range of financial services and products ranging from Equities
To Insurance. 450 + Relationship Managers who act as personal financial advisors.
Online Account Type:
• Signature Account: Plain Vanilla Account with focus on Equity Analysis. The
Equity analysis is a paid service even for A/c holders.
• Power India bulls: Account with sophisticated trading tools, low commissions
And priority access to R.M.
Pricing and type of Accounts:
Signature Account Power India Bulls
• Account Opening: Rs 250 * Account Opening: Rs 750
• Demat: Rs 200 if POA is signed, ,
• No AMC for this DP No AMC for this DP
• Initial Margin: NIL
• Brokerage: Negotiable
• Power India Bulls
• Account Opening: Rs 750
• Demat: Rs 200 if POA is signed,
• No AMC for this DP
• Initial Margin: NIL
• Brokerage: Negotiable

• Kotak Securities:
Company Background:
Kotakstreet is the retail arm of Kotak Securities. Kotak Securities limited is a joint
Venture between Kotak Mahindra Bank and Goldman Sachs.
• Online Account Type
• Twin Advantage / Green Channel : 2 DP’s, Limit against shares
• Free Way: Flat Rs 999 Cover Charge p.m, 0.03% per transaction
• High Trader : 6 Times Exposure Cash & Derivatives, Auto sq off 2:55
• Cash Expressway : Spot payment, additional 0.5% charges
For Kotak Fast Lane / Keat Lite / Keat Desktop are trading interfaces.
Keat Desktop with advanced tools comes at a charge of Rs 500 p.m,
Non-Refundable.
• PRICING OF KOTAK
• Account Opening : Rs 500
• Demat: Rs 22.5 p.m
• Initial Margin : Rs 5000(Compulsory)
• Min Margin Retainable : Rs 1000
• Brokerage Slab wise: Higher the volume, lower the brokerage.
Even older customers (on 0.25% & 0.40%) have been moved to the slab wise
Structure w.e.f 1/4/2004
• Slab structure of Kotak
• Delivery Vol p/m Brokerage * Square Vol P.M. Brokerage
< 1 lakhs 0.65% < 10 lakhs 0.10% Both Sides
1 lakhs – 5 lakhs 0.60% 10 lakhs – 25 lakhs 0.08% Both Sides
5 lakhs – 10 lakhs 0.50% 25 lakhs - 2 Cr 0.05% Both Sides
10 lakhs - 20 lakhs 0.40% 2 Cr - 5 Cr 0.04% Both Sides
20 lakhs – 60 lakhs 0.30% > 5 Cr 0.035% Both Sides
60 lakhs - 2 Cr 0.25% ---do--- 0.03% Both Sides
> 2 0.20% ---- --------
* Brokerage is inclusive of All Taxes * Brokerage is inclusive of All Taxes
* Min Brokerage of Rs 0.05 per share * Min Brokerage of Rs 0.01 per share
• Derivatives

Vol off p/m Brokerage
< 2 Cr 0.07% Both Sides
2 Cr - 5.5 Cr 0.05% Both Sides
• 5PAISA
Company Background
• Indiainfoline was founded in 1995 and was positioned as a research firm
In 2000 e-broking was started under the brand name of 5paisa.com.
Apart from offering online trading in stock market the company offers
Mutual funds online.
• It also acts as a distributor of various financial services i.e. Company Fixed Deposits,
Insurance.
• Limited ground network, present in 20 cities
• Online Account Types
• Investor Terminal : Investors / Students
• Trader Terminal : Day Traders / HNI’s
• PRICING FOR RETAIL CLIENTS
• Investor Terminal
• Demat 1st Yr : Rs 250
• Initial Margin : Rs 2500 (Compulsory)
• Brokerage:
• Trading 0.10% each side + ST
• Delivery 0.50% each side + ST
• PRICING FOR HNI CLIENTS
• Trader Terminal

• Demat 1st Yr : Rs 250
• Initial Margin : Rs 5000(Compulsory)
• Brokerage:
• Trading 0.10% each side + ST
• Delivery 0.50% each side + ST
(Negotiable to 0.05% each side & 0.25%)
• SHAREKHAN
Company Background
• Sharekhan is the retail broking arm of SSKI Securities Pvt Ltd. SSKI owns 56%
In Sharekhan, balance ownership is HSBC, First Caryle, and Intel Pacific
• Into broking since 80 years
• Focused on providing equity solutions to every segment
• Largest ground network of 210 Branded Share shops in 90 cities
• Online Account Types
• Classis Account: Investor in equities
• Speed Trade: Trader in equities & derivatives
• PRICING FOR HNI CLIENT
• Speed Trade
• Account Opening : Rs 1000 ( Refundable against brokerage in Month + 1)
• Demat 1st Yr : Rs 0 in Account Opening
• Initial Margin : Nil
• Min Margin Retainable : NIL
• Brokerage:
• Trading 0.10% each side + All Taxes
• Delivery 0.50% each side + All Taxes
(Negotiable based on volume)
• Account Access Charges
• Monthly Rs 500, adjustable qtrly against brokerage of Rs 9000/- for qtr.

• No access charges for gold customers (Above 1 lac brokerage p.a)
• Pricing for Retail Customers
• Classic:
• Demat 1st Yr : NIL
• Initial Margin : NIL
• Min Margin Retainable : NIL
• Brokerage:
• Trading 0.10% each side + All Taxes
• Delivery 0.50% each side + All Taxes
• Sharekhan online Trading Interfaces
The customer can choose the online trading interface that meets his requirement
Based on his trading habits and preferences
• DIAL-N-TRADE – Toll Free
The DNT is a value added services meant for all customers who
Want to transact but are not online.
• DNT – TOLL FREE FERTURES
• Dedicated Toll – Free number for Order placements
• Automatic fund transfer with phone banking*
• Simple and secure IVR based system for authentication
• No wait time, on entry of Phone Id & TPIN, the call is transferred
• Trusted, professional advice of Tel-brokers who offer undiluted Sharekhan
Research Inputs
• After-hours order placement facility
• Transfer of money using phone banking is available with Citibank only
• Between 9 a.m to 9.55 am and 3.30p.m to 6 p.m
• CLASSIC/WEBSITE FEATURES
• Facility to integrate choice of 4 Banks/DP/Trading Account
• Instant credit for shares sold from DP
• Automatic pick-up of shares from linked DP for pay – in
• Automatic deposit of shares into linked DP after pay-out

• 4 Times leverage on Margin Trades
• Margin Trading available for entire marker session
• Slab wise brokerage structure for delivery and margin trades, shortly
• Free calls for order placement on Toll-Free
• Trusted, Professional advice of Tele-brokers
• Facility to enter After Market Orders online & via Phone
• CLASSIC/WEBSITE FEATURES
• Daily Research newsletter (Investor Eye) Via e-mail
• Access to new IPO without any paperwork
• Advanced portfolio monitoring Tools
• Integrated DP account with trading account
• Option of linking additional 4 DP accounts to trading account
• Choice of linking 4 banks to trading a/c for online payments
• Cash and Derivatives trading in a single account
• E-mail confirmations for all transactions
• Choice of electronic/Physical contracts
• SPEEDTRADE EXECUTION FEATURES
• Real – time streaming quotes using 2 Marker Watches
• Trade Execution in 2-3 seconds
• Instant Order/trade confirmations in the same window
• Hot keys similar to a Broker’s Terminal
• MULTIPLE Tic-by-Tic Intra-day charts with multiple indicators
• Availability of 2 ISP & 6 Servers ensuring maximum uptime
• Customized alerts based on multiple parameters
• Cancel All/Square Off All Facility
• Window for Top Gainers, Top Losers, and Most Active updated Live

SWOT ANALYSIS
Sharekhan Advantages
• Sharekhan offers different trading platform to suite customer requirement. This includes
online browser based trading, Installable terminal, mobile, call n trade and in-person trade
though branch offices.
• It offers different brokerage slabs to suit individual customers. Higher your trade your
brokerage gets reduced. They have multiple brokerage schemas are available with them.
• Sharekhan offers online and classroom training, seminars and workshops to investors.
• Sharekhan doesn't charge for Online Funds Transfer from bank account and Funds Pay-
out to bank account.
• Sharekhan doesn't charge for DP transactions. Share transfer from and to the dp account is
free.
• Sharekhan has India-wide network of branches. You can find surly find a Sharekhan in
your neighborhood.
• Call & Trade facility is free with Sharekhan.
• Sharekhan allows fixed deposit as collateral for future and option trading.
Sharekhan Disadvantages
• Sharekhan doesn't offer 3-in-1 account as they don't provide banking services.
• They brokerage charges are % based which are higher in comparison to flat fee brokers.
• They charge minimum brokerage of 10 paisa per stock would not let you trade stocks
below 20 rs. (If you trade, you will loose majority of your money in brokerage).
• Facility to place orders after trading hours is not available.
• Classic account holders cannot trade commodities.
Sharekhan Complaints received at BSE / NSE:
Number of customer complained against Sharekhan share broker. The Sharekhan consumer
complaints provide the summary of grievance which went to exchange for resolution.
Sharekhan consumer complaints

Exchange Financial Year Number of Clients * Total Complaints **
BSE 2015-16 131,690 29
NSE 2015-16 335,843 159
BSE 2014-15 82,092 34
NSE 2014-15 342,592 141
BSE 2013-14 1,182,390 43
NSE 2013-14 274,777 142
BSE 2012-13 1,129,261 42
NSE 2012-13 1,125,128 126
BSE 2011-12 1,044,117 86
NSE 2011-12 1,033,963 173
MUTUAL FUND
The concept:

In earlier times 'direct' was the only investment vehicle available. If we wanted to buy fixed
deposit/bond we had to apply on our own. Similarly, when we wanted to buy shares, we had to
call up stock brokers, who would procure shares on our behalf and same was the case with
property. The cost involved in 'direct' buying is least amongst all investment vehicles. However
we need to have skills and time to use this form of investing.
Another investment vehicle is a mutual fund. Mutual fund works on the concept of pooling in
money. Assume there are 5 to 6 friends who want to invest money in a particular asset class say
equity. Also assume they do not have skills and time. However one of them knows an expert
who regularly invests in stock markets. All these friends go to an expert and give him their
investment amount. The expert invests on their behalf. If there is profit in investment, they all
benefit and if there is any loss they suffer. Experts get certain fee for investing on their behalf.
This is the concept of a mutual fund. Investing in mutual fund is slightly expensive than "direct"
form of investing. However the decision-making and procedure of investing is transferred to the
Mutual Fund Company. Insurance as an investment vehicle works somewhat similar to mutual
fund, while traditional insurance plans invest only in debt-based products and are not market
linked.
Each mutual fund has a specific stated objective
The fund’s objective is laid out in the fund's prospectus, which is the legal document that
contains information about the fund, its history, its officers and its performance
Fund Objective What the fund will investin
Equity(Growth) Onlyinstocks
Debt(Income) Onlyinfixed-incomesecurities
MoneyMarket (includingGilt)
In short-term money market instruments (including government
securities)
Balanced Partly in stocks and partly in fixed-income securities,
inorder to maintaina'balance'in returnsandrisk
Managed by an Asset Management Company (AMC)
The company that puts together a mutual fund is called an AMC. An AMC may have several
mutual fund schemes with similar or varied investment objectives.
The AMC hires a professional money manager, who buys and sells securities in line with the
fund's stated objective.
All AMCs Regulated by SEBI, Funds governed by Board of Directors

The Securities and Exchange Board of India (SEBI) mutual fund regulations require that the
fund’s objectives are clearly spelt out in the prospectus.
In addition, every mutual fund has a board of directors that is supposed to represent the
shareholders' interests, rather than the AMC’s.
For small and medium investor – who does not have skills and time – mutual fund seems
the best option.
Currently in India we have mutual funds, which invest mainly in two asset classes, debt and
equity. And now many mutual fund companies also investing in real estate, infrastructure
projects, natural energy resources etc.
Mutual funds concept can be well understood with the following diagram:
Benefits through investing in Mutual funds:
Professional Money Management: Fund managers are responsible for implementing a
consistent investment strategy that reflects the goals of the fund. Fund managers monitor market
and economic trends and analyze securities in order to make informed investment decisions.
Diversification: Diversification is one of the best ways to reduce risk Mutual funds offer
investors an opportunity to diversify across assets depending on their investment needs
Liquidity: Investors can sell their mutual fund units on any business day and receive the current
market value on their investments within a short time period (normally three- to five-days
Affordability: The minimum initial investment for a mutual fund is fairly low for most funds (as
low as Rs500 for some schemes).
Convenience: Most private sector funds provide you the convenience of periodic purchase plans,
automatic withdrawal plans and the automatic reinvestment of interest and dividends. Mutual
funds also provide you with detailed reports and statements that make record-keeping simple.

You can easily monitor the performance of your mutual funds simply by reviewing the business
pages of most newspapers or by using our Mutual Funds section in Investor’s Mall.
Flexibility and variety: You can pick from conservative, blue-chip stock funds, sectoral funds,
funds that aim to provide income with modest growth or those that take big risks in the search for
returns. You can even buy balanced funds, or those that combine stocks and bonds in the same
fund.
Tax benefits on Investment in Mutual Funds:
• 100% Income Tax exemption on all Mutual Fund dividends
• Capital Gains Tax to be lower of -
10% on the capital gains without factoring indexation benefit and
20% on the capital gains after factoring indexation benefit.
• Open-end funds with equity exposure of more than 50% are exempt from the payment of
dividend tax for a period of 3 years from 1999-2000.
INDUSTRY OVERVIEW
A little history:
Mutual funds made an opening in India in 1963 under the enactment f Unit Trust of India (UTI),
which came out with is debut scheme named US-64, an open ended scheme n, which is
operating till date. Up to 1986-87 it had launched 20 schemes, mobilizing net resources
amounting to Rs. 4564 crores.for these 23 long years up to 1987 UTI enjoyed complete
monopoly of the unit trust business in India. It remained one and the only mutual fund in India.
as the next logical step, public sector banks and financial institutions were allowed to float
mutual funds and their success emboldened the government to allow the private sector to foray
into this area.
The initial years of the industry also saw the emerging years of the Indian equity market, when a
number of mistakes were made and hence the mutual fund schemes, which invested in lesser-
known stocks and at very high levels, became loss leaders for retail investors. From those days to
today the retail investor, for whom the mutual fund is actually intended, has not yet returned to

the industry in a big way. But to be fair, the industry too has focused on brining in the large
investor, so that it can create a significant base corpus, which can make the retail investor feel
more secure.
Ups & Downs of Mutual fund Industry In India
Ten years ago, close-end funds were the order of the day. Most debt funds offered assured
returns. And even equity funds managed to convey the impression of fixed returns by sporting
calling themselves "Triple Plus" and "Double Square Plus". Equity funds were largely judged by
their dividends, rights and bonus offers, rather than by the returns.
The mutual fund industry has lived through its share of crises of confidence over the past ten
years. And there are still grey areas. But the regulatory framework, disclosure norms
and service standards have all changed beyond recognition, making mutual funds one of the
most investor-friendly avenues available today.
Private sector plays:
When the first crop of private sector-sponsored mutual funds (such as Kothari Pioneer, 20th
Century Finance and Apple Finance) debuted in 1993-94, they had a difficult time weaning
investors away from the Unit Trust of India and the public sector bank-sponsored funds.
The bull market of 1994 and the subsequent IPO boom changed all this. With retail investors
tasting the power of the equity, a spate of private equity funds made their debut in 1994-95.
Funds such as the Apple Midas the Goldshare and Morgan Stanley Growth Fund drew retail
investors in large numbers. Unfortunately, as the IPO bubble burst, and the equity market went
into a slide, so did the NAV of the equity funds launched in the bull market.
But the important development during this period was the emergence of open-end funds, which
offered on-tap liquidity to their investors and raised the bar on NAV and portfolio disclosures.
The second coming: After the upsets of 1994-95, it was a slow and painstaking recovery for the
private sector funds. In the five years that followed, many more private sector funds threw their
hat into the ring, some of them big global names such as Alliance Capital, the Templeton group,
Newton and Principal Financial.

With a lull in the equity market, fund houses spent this period expanding their portfolio of debt
offerings. Alongside the plain-vanilla debt funds, came the gilt, liquid, cash funds and treasury
management plans, to cater to high net worth and corporate investors. There was also a slew of
balanced and hybrid fund launches.
During this period, assured return schemes from the UTI and the bank-sponsored funds were
buffeted by controversy, after some reneged on promises. This was followed by the crisis in US-
64. These events helped drive the concept of market-linked returns firmly into the minds of
investors. And this put private sector fund houses firmly back on the radar screens of investors.
Restructuring pays off: The years from 1996 to 1998 saw equity funds restructuring their
portfolios and piling them up with FMCG, pharma and infotech stocks. By end-1999, the secular
bull run, led by the IT stocks, had helped many an equity fund build an impressive record of
performance. But this "second coming" of equity funds was also to end in disappointment. The
newfound fancy for equity saw the rollout of a slew of technology funds at the height of the bull
markets in 2000. When these crashed, some of the goodwill painstakingly built by the equity
funds also took a beating.
Debt in fashion: But, by then, private sector fund houses had managed to build up a strong
performance track record in their debt products. Helped by the secular decline in interest rates
and a basket of innovative offerings, mutual funds managed to deliver returns that were
substantially higher than what was available from alternative savings avenues such as fixed
deposits.
This led to a large-scale migration of assets to debt-oriented mutual funds.
By 2003, private sector mutual funds had wrested a lion's share of the mutual fund assets from
the UTI and the PSU bank-sponsored funds. By end-December 2003, the mutual fund industry
was managing Rs 1,40,000 crore of assets, with 80 per cent of it in private sector funds.
Swept by consolidation: The years from 1999-2003 saw a considerable churn in the industry.
With competition intensifying, the weaker players were taken over. There was also a coming
together of some of the larger fund houses.
The takeover of the Kothari Pioneer funds by the Franklin Templeton group and the Zurich funds
by the HDFC group are instances. A few fund houses saw their foreign partners pull out, only to

be replaced by new ones. Over the past couple of years, some of the big global names in
financial services — HSBC, Grindlays and Deutsche Bank — have made an entry into the Indian
fund arena. With US fund behemoth — Fidelity — now readying to enter the Indian market, the
industry, at long last, appears to be reaching maturity.
Regulations stay in tune: Regulations have kept pace with the rapid changes in the industry
structure over the past decade. Both the offer documents and the financial statements of mutual
funds have been simplified over the years. Half-yearly portfolio and financial disclosures have
been made compulsory.
Stringent investment norms have been put in place to prevent concentration and reduce exposure
to illiquid and thinly traded securities. Disclosure requirements have been fine-tuned to reveal
more about the pattern of ownership in a fund, and transactions with related and group
companies. SEBI recently trained its sights on reforming the distribution and selling side of the
mutual fund business.
Healthy competition: Intensifying competition has ensured that the fund houses have kept two
jumps ahead of the regulatory requirements, at least on disclosures and service standards. Daily
NAV is now a standard feature with funds, and transaction-processing times have been
compressed to less than 48 hours.
Many funds have moved to a monthly disclosure of portfolios. Dissemination of information has
leapfrogged with the use of websites for routine disclosures. Value-added services such as
systematic investment plans, switch options, cheque-writing facilities, and call centre services
promise to improve the investing experience for investors.
Savvy investors: As the equity market pauses after the secular bull run of 2003, equity funds
appear to be back in the investors' good books. Hybrid products such as the MIPs (Monthly
Income Plans) and equity funds have attracted sizeable inflows in the recent months. Is this a
sign that retail investors are finally beginning to channel their investments in equities through
mutual funds? Or, are they, yet again, falling into the age-old trap of jumping onto the
bandwagon, in the late stages of a stock market rally?
It is early days yet to say which of these is true. But there are a couple of positive signals from
the pattern of fund flows in the recent months.

For one, inflows have been pretty selective, a sign that investors are tracking fund performance
far more closely than before.
Second, outflows from equity funds have also been rising, which suggests that investors are
selling out when their target returns are met.
These are signs that mutual fund investors may be on to the two crucial skills for successful
investing — a sense of timing and investment discipline; and that, too, at the same time.
Basis on which Mutual funds are compared :
Choosing a mutual fund seems to have become a very complex affair lately. There are no dearth
of funds in the market and they all clamor for attention.
The most crucial factor in determining which one is better than the rest is to look at returns.
Returns are the easiest to measure and compare across funds.
At the most trivial level, the return that a fund gives over a given period is just the percentage
difference between the starting Net Asset Value (price of unit of a fund) and the ending Net
Asset Value.
Returns by themselves don't serve much purpose. The purpose of calculating returns is to make a
comparison. Either between different funds or time periods. And, you must be careful not to
make a mistake here. Or else, you could end up investing in the wrong funds.
Absolute returns
Absolute returns measure how much a fund has gained over a certain period. So you look at the
NAV on one day and look at it, say, six months or one year or two years later. The percentage
difference will tell you the return over this time frame.
But when using this parameter to compare one fund with another, make sure that you compare
the right fund. To use the age-old analogy, don't compare apples with oranges. So if you are
looking at the returns of a diversified equity fund (one that invests in different companies of
various sectors), compare it with other diversified equity funds. Don't compare it with a sector
fund which invests only in companies of a particular sector. Don't even compare it with a
balanced fund (one that invests in equity and fixed return instruments).
Benchmark returns

This will give you a standard by which to make the comparison. It basically indicates what the
fund has earned as against what it should have earned. A fund's benchmark is an index that is
chosen by a fund company to serve as a standard for its returns. The market watchdog, the
Securities and Exchange Board of India, has made it mandatory for funds to declare a benchmark
index. In effect, the fund is saying that the benchmark's returns are its target and a fund should
be deemed to have done well if it manages to beat the benchmark.
Let's say the fund is a diversified equity fund that has benchmarked itself against the Sensex.
So the returns of this fund will be compared vis-a-viz the Sensex. Now if the markets are doing
fabulously well and the Sensex keeps climbing upwards steadily, then anything less than
fabulous returns from the fund would actually be a disappointment.
If the Sensex rises by 10% over two months and the fund's NAV rises by 12%, it is said to have
outperformed its benchmark. If the NAV rose by just 8%, it is said to have underperformed the
benchmark.
But if the Sensex drops by 10% over a period of two months and during that time, the fund's
NAV drops by only 6%, then the fund is said to have outperformed the benchmark. A fund's
returns compared to its benchmark are called its benchmark returns.
At the current high point in the stock market, almost every equity fund has done extremely well
but many of them have negative benchmark returns, indicating that their performance is just a
side-effect of the markets' rise rather than some brilliant work by the fund manager.
Time period
The most important thing while measuring or comparing returns is to choose an appropriate time
period.
The time period over which returns should be compared and evaluated has to be the same over
which that fund type is meant to be invested in.
If you are comparing equity funds then you must use three to five year returns. But this is not the
case of every other fund.
For instance, cash funds are known as ultra short-term bond funds or liquid funds that invest in
fixed return instruments of very short maturities. Their main aim is to preserve the principal and

earn a modest return. So the money you invest will eventually be returned to you with a little
something added.
Investors invest in these funds for a very short time frame of around a few months. So it is alright
to compare these funds on the basis of their six month returns.
Market conditions
It is also important to see whether a fund's return history is long enough for it to have seen all
kinds of market conditions.
For example, at this point of time, there are equity funds that were launched one to two years ago
and have done very well. However, such funds have never seen a sustained declining market
(bear market). So it is a little misleading to look at their rate of return since launch and compare
that to other funds that have had to face bad markets.
If a fund has proved its mettle in a bear market and has not dipped as much as its benchmark,
then the fund manager deserves a pat on the back.

Operational schemes
• Open-ended schemes
In these schemes, size of the fund is not predetermined as entry to
or exit from the funds is open to investor who can buy or sell the securities to the fund at any

time. This fund has greater liquidity to the funds along with the predetermined repurchase
price based on the declared Net Asset Value. Portfolio mix of such schemes consists of
actively traded securities in the market, preferably equity shares. As investors can anytime
withdraw from the fund, therefore the management of such funds is quiet tedious.
• Closed –ended schemes
This scheme has deposits redemption date unlike open-ended
schemes. These funds have fixed capital base and are traded among the investors among the
secondary market. the forces of demand and supply hence determine their price. Price is free
to deviate from its net asset value. Management of such fund is comparatively easier because
manager can evolve long term investment plans depending upon the life of the scheme.
Within these two broad operational classification there are following classification
being made.
RETURN –BASED CLASSIFICATION
Income funds: These are for the investors who are more concerned about regular returns
from their investment.
Growth funds: The main objective of this fund is to achieve an increase in value of
investment through capital appreciation and not the regular income.
Conservative funds: These funds aim at giving reasonable rate of return in addition to capital
appreciation.
Investment –based classification:
Equity funds :These funds invest in the equity shares of companies and undertake greater risk
associated with it. This gives good rate of return in rising market.
Bond funds: These funds provide greater security to investors by investing in bonds, debenture,
etc. investment here has no capital appreciation.

Balanced funds: These funds are a combination of both debt and equity .trends in market will
determine which proportion of the mix is to be determined.
Sector based classification: These funds or the schemes that invest in the securities of only
those sectors or industries as specified in the offer documents.eg pharmaceuticals, software, fast
moving consumer goods (FMCG), petroleum stocks etc. the returns on these funds or the
schemes depends on the performance of that particular sector/industries. These schemes may
give the higher returns but are very risky compared to diversified funds. Investors need to keep
an eye on the performance of these of these sectors and should exit on an appropriate time.
Leverage based classification:In this type of fund or scheme investment is made by borrowing
money from the market and making investment in fund there by making leverage benefits
available to mutual fund investor, i.e. giving good returns to the investors from the income
earned by investing borrowed funds.
Index-based classification :Index funds replicate the portfolio of a particular index such as the
BSE sensitive index, S&P NSE 50 index (nifty). These schemes invest in the securities in the
same weight age comprising of an index. NAVs of such schemes would rise or fall in accordance
with the rise or fall in the index, through not exactly by the
same by the same percentage due to some factors. Necessary disclosure in this regard is made in
offer document of the mutual fund schemes. There are also exchange traded index funds
launched by the mutual funds that are traded on the stock exchanges.
GILT-FUND:These funds invest exclusively in government securities. Government securities
have no default risk .NAVs of these schemes also fluctuate due to change in interest rates and
other economic factors as are the case with income or debt –oriented schemes.
DIFFERENT TYPES OF PLANS THE MUTUAL FUND OFFERS
Mutual fund offers different types of plans to its investors. they are as follows.
• GROWTH PLAN
Under growth plan the investor realizes only the capital appreciation
on the investment and does not get any income in the form of dividend.

• INCOME PLAN
Under income plan, the investor realizes income in the form of
dividend. However, his NAV will all to the extent of the dividend.
• DIVIDEND RE-INVESTMENT PLAN
Here the dividend accrued on the mutual funds is automatically re-
invested in the purchasing additionally units in the open ended funds. In most cases mutual
funds offer the investor an option of collecting dividends or re-investing the same.
4. SYSTEMATIC INVESTMENT PLAN In this type of plan the investor is given the option
of preparing a predetermined number of post dated cheques in favour of the fund. He will get the
units on the date of cheque at the existing NAV. For instances , if on the 5th March ,he has given
a post dated cheque for June 5th 2006, he will get units on 5th June 2006 at the existing NAV.
• SYSTEMATIC WITHDRAWAL PLAN As opposed to SIP, the systematic withdrawal
plan allows the investor the facility to withdraw predetermined amount/units from his
fund at a pre-determined interval. The investor’s units will be redeemed at the existing
NAV as on that day. The unit holder may set-up a systematic Withdrawal plan on a
monthly, quarterly or semi annually or on a annual basis to redeem a fixed number of
units or redeem enough units to provide a fixed amount of money.
6. RETIREMENT PENSION PLAN Some schemes are linked with retirement pension.
Individuals participate in these plans for themselves, and corporate for their employees.
7. INSURANCE PLANS:
Some schemes launched by UTI and LIC offer insurance cover to investor.
TAX SAVING SCHEMES
These schemes offer tax rebates to the investors under specific provisions of the
income tax act, 1961 as the government offers tax incentives for investment in specified
avenues, eg: Equity Linked Saving Scheme (ELSS). Pension schemes launched by the

mutual fund also offer tax benefits. These schemes are growth-oriented and invest pre-
dominantly in equities. Their growth opportunities and risk associated are like any equity
oriented scheme.
LOAD OR NO LOAD FUND
A load fund is one that charges a percentage of NAV for entry or exit. That is, each
time one buys or sells the units in the fund, a charge will be payable. This charge is used by
the mutual fund for marketing and distribution expenses. Suppose the NAV per unit is Rs.10
.if the entry as well as exit load charge is 2% , then the investors who buy would be required
to pay Rs.10.20 and those would want to repurchase must pay Rs.9.80 per unit. A no-load
fund is the one that does not charge for entry or exit. It means the investors can enter the
fund/scheme at NAV and no additional charges are payable on the purchase or sale of units.
Terminologies Demystified…
• Asset Allocation
• Diversifying investments in different assets such as stocks, bonds, real estate, cash
in order to optimize risk.
• Fund Manager
• The individual responsible for making portfolio decision for a mutual fund, in line
with fund’s objective.
• Fund Offer Document
• Document with investment objectives, risk factors, expenses summary, how to
invest etc.
• Dividend
• Profits given to the investor from time to time.
• Growth
• Profits ploughed back into scheme. This causes the NAV to rise.
• NAV

• Market value of assets of scheme minus its liabilities.
• Per unit NAV = Net Asset Value
No. of Units Outstanding on Valuation date
• Entry Load/Front-End Load (0-2.25%)
• The commission charged at the time of buying the fund.
• To cover costs for selling, processing
• Exit Load/Back- End Load (0.25-2.25%)
• The commission or charge paid when an investor exits from a mutual fund.
Imposed to discourage withdrawals
• May reduce to zero as holding period increases.
• Sale Price/ Offer Price
• Price you pay to invest in a scheme. May include a sales load. (In this case, sale
price is higher than NAV)
• Re-Purchase Price/ Bid Price
• Price at which close-ended scheme repurchases its units
• Redemption Price
• Price at which open-ended scheme
ASSOCIATION OF MUTUAL FUNDS IN INDIA [AMFI]
With increase in Mutual Fund players in India, a need for mutual fund association in India was
generated to function as a non-profit organization.
Association of mutual funds in India (AMFI) was incorporated on 22nd August, 1995.
AMFI is an apex body of all Assets Management Companies (AMC) which has been registered
with Security Exchange Board of India (SEBI) .till date all the AMCs are that have mutual fund
schemes are its members. It functions under the supervision and guidelines of its board of
Directors.

Association of Mutual Funds India has brought down the Indian Mutual Fund Industry to a
professional and a healthy market with the ethical lines enhancing and maintaining standards. It
follows the principle of both protecting and promoting the interests of mutual funds as well as
their unit holders.
THE OBJECTIVES OF ASSOCIATION OF MUTUAL FUNDS IN INDIA
The Association of Mutual Funds of India works with 30 registered AMCS of the
country. It has certain defined objectives which juxtaposes the guidelines of its Board of
Directors. The objectives are as follows.
• This Mutual Fund Association of India maintains high professional and ethical standards in
all areas of operation of the industry.
It also recommends and promotes the top class business practices and code of conduct which is
followed by members and related people engaged in activities of Mutual Fund and Assets
Management. The agencies that are by any means connected or involved in this code of conduct
of the association.
• AMFI interacts with SEBI and works according to SEBI’s guidelines in the mutual fund
industry.
Association of Mutual Fund of India do represent the government of India , the Reserve bank of
India and other related bodies on matters relating to the Mutual Fund Industry.
• It develops a team of well qualified and trained agent distributors. It implements a
programme of training and certification for all intermediaries and other engaged in the
Mutual Fund Industry.
• AMFI undertakes all India awareness programme for investors in order to promote proper
understanding of the concept and working of mutual funds
The sponsors of Association of Mutual Funds in India.
Bank sponsored

• SBI Mutual management Ltd.
• BOB asset management CO. Ltd.
• Canbank Investment Management Services. Ltd
• UTI Asset management Company Pvt, Ltd.
Institution
• GIC Asset management Co.Ltd
• Jeevan Bima sahayog asset management Company.
PRIVATE SECTOR
INDIAN
• Benchmark asset management company
• Cholamandalam Asset Management Co.Ltd
• Credit Capital Asset Management Co.Ltd
• Escorts Asset Management Ltd
• JM Financial Mutual fund
• Kotak Mahindra asset management company
• Reliance capital Asset management Ltd
• Sahara Asset management Co.Ltd
• Sundaram Asset management Co.Ltd

MutualFunds
Shar
ekha
n
TOP
SIP
Data as on
August 01,
2016
SIP investment(monthly Rs1,000)*
1
y
e
a
r
3
y
e
a
r
s
5
y
e
a
r
s
Total amountinvested(Rs)
1
2
,
0
0
0
3
6
,
0
0
0
6
0
,
0
0
0
Funds wouldhave grown to
Pre
sen
t
Comp
ounde
d
Pre
sen
t
Comp
ound
ed
Pres
ent
Comp
ounde
d
NAV
val
ue
annua
lised
val
ue
annua
lised
valu
e
annua
lised
(Rs
)
retur
n (%)
(Rs
)
retur
n (%) (Rs)
retur
n (%)
Large-cap funds
SBI Bluechip Fund 32
13,
47
8 13.5
48,
38
1 10.7
1,0
1,0
91 11.2
Birla Sun Life Frontline Equity Fund 179
13,
48
0 13.5
46,
15
8 8.9
95,
345 9.9
Kotak 50 186
13,
17
8 10.7
45,
31
4 8.2
89,
601 8.5
Reliance Top 200 Fund 25 12,
98
8.9 44,
75
7.8
91,
603 9.0

2 6
ICICI Prudential Select Large Cap Fund 25
13,
70
7 15.6
44,
45
8 7.5
88,
497 8.2
BSE Sensex
28,0
03
12,
94
6 8.6
40,
41
7 4.0
77,
935 5.5
Mid-cap funds
DSP BlackRock Micro Cap Fund 49
13,
86
9 17.1
61,
41
7 20.1
1,3
9,3
56 18.7
Franklin India Smaller Companies Fund 46
13,
84
2 16.8
56,
07
4 16.4
1,3
2,5
91 17.5
UTI Mid Cap Fund 88
13,
38
6 12.6
53,
38
0 14.5
1,2
1,4
36 15.4
HDFC Mid-Cap Opportunities Fund 43
13,
69
6 15.5
52,
43
3 13.8
1,1
5,0
83 14.2
IDFC Premier Equity Fund 78
13,
22
6 11.2
48,
47
2 10.7
1,0
3,0
33 11.6
BSE Midcap
12,7
09
13,
84
2 16.8
50,
74
1 12.5
99,
874 10.9
Multi-cap funds
Birla Sun Life Pure Value Fund 45
13,
80
2 16.5
53,
86
8 14.8
1,1
9,8
54 15.1
L&T India Value Fund 28
13,
47
5 13.5
52,
52
1 13.8
1,1
4,6
66 14.1
SBI Magnum Multi Cap Fund 38
13,
62
0 14.8
50,
52
1 12.3
1,0
4,8
90 12.0
ICICI Prudential Value Discovery Fund 124
13,
20
0 10.9
49,
48
5 11.5
1,0
9,6
32 13.0
Kotak Select Focus Fund 26
13,
56
0 14.2
48,
72
8 10.9
1,0
1,9
14 11.4
BSE 500
11,5
13,
24
11.3 43,
33
6.6
83,
7.1

91 3 2 972
Tax-saving funds
Axis Long Term Equity Fund 33
13,
19
1 10.9
49,
22
3 11.3
1,0
9,5
24 13.0
Birla Sun Life Tax Relief 96 24
13,
20
4 11.0
48,
69
3 10.9
1,0
2,8
79 11.6
Kotak Taxsaver 33
13,
34
3 12.3
47,
20
3 9.7
92,
467 9.2
ICICI Prudential Long Term Equity Fund
296
13,
28
4 11.7
46,
42
6 9.1
97,
609 10.4
(Tax Saving)
BNP Paribas Long Term Equity Fund 31
12,
98
5 9.0
46,
21
0 8.9
96,
910 10.2
Nifty 50
8,63
7
13,
09
7 10.0
41,
41
7 4.9
79,
708 5.9
(*invested on 1st day of every month)

We will be showing compounded annualised returns for three yearsand five yearsfromnow on.
Scheme analysis
With more than ten years of experience, the fund has been a good performer in comparison with the benchmark
index, S&P BSE 500. Despite the volatility and uncertainties in the market, the fund has performed better than its
benchmark index, giving returns of 30.3% over the last three years as against 18.6% return given by the benchmark
index. Over the longer term horizon of five years, the fund has grown at 18.7% compounded annual growth rate
(CAGR) while the S&P BSE 500 Index and the category average have grown at 10.2% and 20.2%, respectively.
The fund currently has about 51 stocks in its portfolio. It has nearly 89% of its net assets exposed to equity while
the rest is exposed to other money-market instruments. The top ten stocks form about 34% of the portfolio. The
fund has invested nearly 16% of its funds in the Financial Services sector followed by Services and Consumer Goods
with 15% and 14.7% allocations, respectively.
Sharekhan 3 August 11, 2016
RESEARCH METHODOLOGY
Research design - Descriptive research
Research instrument - Questionnaire
Questionnaire -Open ended and close ended
Contact method - Survey
- Personal interview
- Online interview
Method of data Collection - Primary data and Secondary data
Sampling method - Non-probability sampling
Sampling type - Area sampling

Sampling unit - Consumers
Sampling size - 50
Research Design
There are three types of research design. They are
• Descriptive
• Exploratory
• Explanatory
In this research the research design adopted is Descriptive research design.
Descriptive ResearchDesign
It is designed to describe something, such as demographic characteristics of consumers who use
the products. It deals with determining frequency with something occurs or how two variables
vary together. This study is also guided by an initial
Hypothesis.
• Importance of Descriptive Study
• During the analysis of characteristics of certain groups, for e.g. users of a product with
different age, sex, education etc.
• To forecast the future trends, e.g. sales of a company’s product in each of next five years.
• To study whether certain variables are associated, e.g. income and usage of a product.
Questionnaire Design
Designing and implementing the questionnaire is one of the most interesting and challenging
tasks of conducting research. Questionnaire designing also becomes important and necessary
when he/she observes that unless the data discussion or otherwise is noted down, is basic form
will be distorted. The questionnaire is the backbone for obtaining data during a personal
interview, telephone survey, and mail survey.

• Meaning of Questionnaire
A questionnaire is a form prepared and distributed to secure response to certain question. The
term questionnaire refers to a self administration process here by the respondent himself/herself
reads the questionnaire and records his/her answer assistance of an interviewer.
Purpose of questionnaire is two fold
• To collect information from the respondent who are scattered in a vast area.
• To achieve success in collecting reliable and dependable data.
• Determining Type of Question
After specifying the required data, the researcher must decide the type of question required to be
asked from the respondents to collect this data. He/she must understand various existing types of
question and decide which of these would suit the most of his/her project situation. There are
different types of questions they are as follows:
Direct question – Direct question are just what their name indicates e.g. Have you ever
purchased brand?
Indirect question – Indirect refers to those whose responses are used to indicate or suggest date
about respondents other than the actual facts given in the answer. For e.g. why you think most
other people buy prefer SHAREKHAN ?
Open ended question – Sometimes these question are called free answer questions the respondent
answer in his/her words, for e.g. and open ended question on a study on “Orange squashes” can
be asked as what suggestion do you make for improving orange squashes? In this case no answer
choice is given to the respondent and he/she may give any answer he/she thinks.
Close ended question – Such guests are also called fixed alternative questions. The alternative
questionnaire may take the form of dichotomous question multiple choice question checklist and
rating scales, such as ordinal scale nominal scale etc.
Question method of data collection is quite popular and consists of question printed or typed in a
form or set of forms. Care was taken in the main aspect as general form. Question sequence,
question formulation and wording, the study was associated with both the question i.e., closed
ended and open ended questions. Free responses were invited from the respondents.

• Types of Questionnaire
The study conducted by using structural and undisguised questionnaire. It comprises of both
open and closed ended questions. Questions are rather framed for the customer attitude including
the multiple choice and dichotomous questions.
The following are the contact method generally user for survey.
• Mail survey
• Telephone interview
• Personal interview
•
• Method of Data Collection
The task of collecting data being after a research problem has been defined and plan is chalked
and plan is chalked out. This study pertains to collect data from primary sources primary data
and from secondary sources secondary data.
• Primary data
Primary data are that information which is collected, fresh and fir the first time thus happens to
be original in character primary data can be collected in marketing by three basic methods, viz.,
survey, observation and experiments.
• Secondary data
On the other hand are those, which have already been passed through the statistical process.
The secondary data are that information which is collected from internal sources as well as
external sources, Wiz’s from the company own the records and documents.
Secondary data was collected from the registers, manuals, information bulletins
maintained by the personnel department and other records, information collected in this manner
was immediately complied processed manually and a statistical structure was given to the data to
help interpretation of the statistical data.
• Sampling Procedures

Sampling can be carried out fewer than two important methods, in order to obtain a respective of
the sample they are classified as:
1. Probability sampling
2. Non-probability sampling
Sampling Size
55 consumers are taken as samples.
Sampling Procedures
Selection for this study in area sampling /cluster sampling.
DATA ANALYSIS &
INTERPRETATION
AGE:-
Table 5.1
20-30 18

30-40 7
40-50 20
ABOVE 50 5
Figure 5.1
• INTERPRETATION :- From the above study the result is 18 respondance between 20 –
30 age , 7 respondance between 30 – 40 age , 20 respondance between 40 – 50 age , and only 5
respondance Above 50 age are the interested in Equity trading in SHAREKHAN . majority 40 –
50 age people are came.
GENDER:-
Table 5.2
MALE 36
FEMALE 14
Figure 5.2
• INTERPRETATION: - From the above study we can clarify that out of 50, 36 male
respondence and 14 female respondance are doing trading in SHAREKHAN. So we
can clarify that male are more interested compare to female in Equity trading in
sharekhan.
OCCUPATION:-
Table 5.3
STUDENT 10
PUBLIC SECTOR JOB 8
PVT. SECTOR JOB 9
PROFESSIONAL 7

BUSINESS 12
OTHERS 4
Figure 5.3
• INTERPRETATION :- From the above study we can see that out of 50
respondance , 10 respondance are students , 8 respondance have public sector job , 9
respondance have pvt. Sector job, 7 respondance are professionals, 12 respondance
are Businessman, and 4 are related to the other work. We can justify that business
people are more interested in equity trading with SHAREKHAN.
• ARE YOU DOING ONLINE TRADING IN EQUITY MARKET?
Table 5.4
OPTIONS TOTAL NUMBEROF
PEOPLE
PERCENTAGE
YES 50 90%
NO 5 10%
Figure 5.4
• INTERPRETATION: - we can see that out of 50 respondance, 50 respondance are
aware and only 5 respondance are not aware about the online trading. From the
above mention graph we can clearly identify that most of the people are
aware about the online trading.
• WHAT IS YOUR OPINION ABOUT EQUITY SHARES?
Table 5.5
OPTIONS TOTAL NUMBER OF PERCENTAGE

PEOPLE
It offers an investment facility 14 28%
It make earn quick profit /
gain
12 24%
It is a part of an investment 10 20%
It offers easy liquidity 14 28%
Figure 5.5
• INTERPRETATION :- out of 50 respondance , 28% are belives that shares offer an
investment facility , 24% people are believes that shares are earn quick profit / gain ,
20%are believe that it is a part of an investment , 28% people are believes that shares
are useful for easy liquidity.
•
• HOW DID YOU COME TO KNOW ABOUT SHAREKHAN ONLINE
TRADING EQUITY SHARES?
Table 5.6
PEOPLE
PERCENTAGE
Share broker 12 24%
Friends 5 10%
Bankers 24 48%
Online adv. 9 18%
Figure 5.6
• INTERPRETATION :- Out of 50 respondance , 24% people got information
about sharekhan from share brokers , 10% people got information about sharekhan
from friends ,48% people got information about sharekhan from bankers , 18%
people got information about sharekhan from online advertisement . So we can
justify that majority people have got information from friends and relatives.
• WHAT IS YOUR OBJECTIVE BEHIND INVESTING IN EQUITY
SHARES?
Table 5.7

PEOPLE
PERCENTAGE
Additional return 10 20%
Earn high dividends 17 34%
Easy liquidity 8 16%
Capital appreciation in the
long run
15 30%
Figure 5.7
• INTERPRETATION :- Out of 50 respondance , 20% people are thinks that
investing in share is additional return, 34% people are thinks that investing in share is
earn high dividend ,16% people are thinks that investing in share is easy liquidity ,
30% people are thinks that investing in share is capital appreciation for long term .
Most of the people are investing only for earn high profit / gain.
• HOW FREQUENTLY YOU INVEST IN EQUITY SHARES?
Table 5.8
PEOPLE
PERCENTAGE
Monthly 22 44%
Every 3 months 8 16%
Every 6 months 9 18%
Intraday 11 22%
Figure 5.8
• INTERPRETATION :- Out of 50 respondance , 44% people are invest in shares
Monthly, 16% people are invest in shares Every 3 month , 18% people are invest in
shares Every 6 month , 22% people are invest in intraday.

• HOW MUCH RISK CAN YOU TAKE AT A TIME IN EQUITY MARKET?
Table 5.9
PEOPLE
PERCENTAGE
Whole money 5 10%
Half money 7 14%
Depends on market 11 22%
On particular brand only 10 20%
Can’t say 17 34%
Figure 5.9
• INTERPRETATION :- Out of the 50 people , 10% people are take risk on whole
money , 14% people are take risk on Half money , 22% people are take risk on the depends on
market , 20% people are take risk on a particular brand only , 34% people are take risk for them
Can’t say.
• Have you ever felt dissatisfied with any of the services of our company
Sharekhan?
Table 5.10
OPTIONS TOTAL NUMBER
OF PEOPLE
PERCENTAGE
Slow operation 15 30%
Delayed correspondence 17 34%
Inaccessibility to the service
centre
7 14%
Fund transfer facility 11 22%
Figure 5.10

• INTERPRETATION: - Out of the 50 respondance 30% people are dissatisfy with
services of sharekhan is Slow operation, 34% people are dissatisfy with services of
sharekhan is Delayed operation, 14% people are dissatisfy with services of sharekhan
is inaccessibility to the service centre, 22% people are dissatisfy with services of
sharekhan is Fund transfer facility.
• Are you satisfied by the brokerage charges of transactions when compared to
other competitors in the equity market?
Table 5.11
PEOPLE
PERCENTAGE
Satisfied 23 46%
Dissatisfy 15 30%
Can’t say 12 24%
Figure 5.11
• INTERPRETATION :- Out of 50 Respondance , 46% are satisfied with Brokerage
of Sharekhan , 30% people are Dissatisfied with Brokerage of Sharekhan , 24%
people can’t say for Brokerage of Sharekhan
• Are you satisfied by the options provided by the BTST/DELIVERY (buy
today sell tomorrow) company?
Table 5.12
PEOPLE
PERCENTAGE
Yes 40 80%
No 10 20%
Figure 5.12
INTERPRETATION: - Out of 50 respondance, 80% people are satisfied by the options
BTST/DELIVERY (buy today sell tomorrow), 20% people Dissatisfied by the options
BTST/DELIVERY (buy today sell tomorrow

• Are you aware of the absence of AMC (Annual maintenance charges) with
reference to Sharekhan?
Table 5.13
PEOPLE
PERCENTAGE
Yes 50 100%
No 0 0%
Figure 5.13
• INTERPRETATION: - Out of 50 respondance all 50 are aware about the
AMC.
• Are you aware of TRADE TIGER software, which is being used for the
online transactions?
Table 5.14
PEOPLE
PERCENTAGE
Yes 47 94%
No 3 6%
Figure 5.14
• INTERPRETATION: - From the 50 respondance 94% are aware about the TRADE
TIGER, only 6% are not aware.
• Are you satisfied by the overall services provided by Sharekhan?
Table 5.15
PEOPLE
PERCENTAGE
Satisfied 35 70%
Dissatisfy 10 20%
Can’s say 5 10%
Figure 5.15

• INTERPRETATION: - services From the 50 respondance, 70% are satisfied by
the overall services provided by Sharekhan , 20% are Dissatisfy by the overall
services provided by Sharekhan , 10% people can’t say by the overall services
provided by Sharekhan
• What factor you consider the most while purchasing shares of a company?
Table 5.16
OPTIONS TOTAL NUMBEROF PEOPLE PERCENTAGE
Promoters background 11 22%
Premium account 10 20%
Performances of company 25 50%
Sector performance 4 8%
Figure 5.16
• INTERPRETATION: Out of 50 respondence , 22% people purchase share on basis
of the Promoter’s background, 20% people are purchasing the shares on basis of
premium account, 50% people are purchasing shares on basis of the performance of
the company, 8% people are purchasing their shares on basis of sector performance.
• Which exchange would you like to trade most?
Table 5.17
PEOPLE
PERCENTAGE
Bombay stock exchange 20 40%
National stock exchange 20 40%
Can’t say 10 20%
Figure 5.18
• INTERPRETATION: Out of 50 people, 40% people would like to trade in Bombay
stock Exchange, 40% people would like to trade in National stock exchange and 20
% people can’t Say where they would like to trade
• What do you think about the tips provided by sharekhan?
Table 5.19
PEOPLE
PERCENTAGE
Satisfactory 30 60%

Dissatisfactory 10 20%
Can’t say 10 20%
Figure 5.19
• INTERPRETATION: Out of 50 people, 60% people are satisfied by the tips
provided bysharekhan, 20% people are dissatisfy with tips provided by sharekhan,
20% people can’t say About the tips provided by sharekhan.
• Have you ever attend seminar of market outlook which are organized by
sharekhan?
Table 5.20
PEOPLE
PERCENTAGE
Yes 30 60%
No 20 40%
Figure 5.20
• INTERPRETATION: Out of 50 people, 60% People have attended a seminar of
market Outlook organized by sharekhan, 40% people have not attended a seminar of
market outlook Organized by sharekhan.

FINDINGS
In the prevailing competitive environment existing in the share industry, the market
potential and promotional strategy is changing from time to time. So there is a need to analyze
the market efficiency and promotional strategy prevailing in the market
For the development of SHAREKHAN.
It is found from the study customer awareness toward SHAREKHAN in different aspects are as
follows:
• AGE wise highest people come between the ages of 40 – 50 i.e. 20.
Second highest 20 – 30 i.e. 18.
• As SHAREKHAN deals with online shares, 47 of the customers
are aware of the online shares and 3 of the respondents are not aware of
online shares.
• Out of 50 respondance , 14 are believes that shares offer an
investment policy , 12 people are believes that shares are earn quick profit
/ gain , 10 are believe that it is a part of an investment , 14 people are
believes that shares are useful for easy liquidity.
• Maximum no. of customers got knowledge about SHAREKHAN through
Friends that is 24, next to that they come to know through the Share
Brokers that is 12 and rest of the customers through online adv. and
bankers.
• Majority of the customers main objective is to invest in shares is
earn high returns that is 17 , easy liquidity around 8 , 10 of the respondents
invest because of the tax-saving rest to 15 capital appreciation in long run.
So overall result is people invest shares only for earning high dividends
and Capital appreciation for long term.

• Around 8 of the customers invest shares in the time gap within 3 months.
22 of the customers invest Monthly. It is the major in numbers.
• When we talk about risk taking, 11 people are take risk on the
depends on market, 10 people are take risk on a particular brand only, 17
people are take risk for them can’t say.
• 15 of the customers feels slow operations, inaccessibility to the
service centre and fund transfer facility and 7 very few customers are
dissatisfied for their delayed correspondence.
• The brokerage charges are highly Dissatisfied by 15 of the
customers, 7 says dissatisfied, 9 are moderate and 12 are satisfied. Only 7
of the customers say highly satisfied so almost 70% of them are Highly
Dissatisfied with the brokerage charge.
• 40 of the customers are satisfied with the BTST provided by the
company; only few customers that are 10 are not satisfied and said no.
• AMC’s absence in the company is aware to all 50 of the
customers and not aware that is 0.
• Company’s TRADE TIGER software used for online transaction is aware
to 47 of the customers and only few, 3 are not aware.

SUGGESTIONS
From the analysis of the survey and personal observation of the customer towards the
awareness of the share and the share company SHAREKHAN. Lots of experience gained from
the survey. This will help the company to survive in the market and also improvise their market
potential in the current competitive environment. With this the company should take immediate
steps to improve the nature of the business.
From the survey: -
• Try to encourage people who come between the age group of 30 – 40. They are
very less in number.
• Most of the customers got information about the company only through the
Friends. The company should take necessary steps to concentrate on the advertisements.
Through they are advertising online, it is necessary to advertise in TV, radio, presses;
only when they give these kinds of advertisements they can get lots of customers. Also
they have to go for boarding, which can be viewed by everyone passing by.
• It was found that maximum no of customer is investing in shares after a time gap
of 3 months. The company should explain the benefits of intraday (buy today and sell
today) operations certain customers invest in shares with a long term on capital
apperceptions. The benefits of short term trading can be explained to the customers so
that they may be persuaded to go in for the same.
• There is an unfavorable feedback from the customers about brokerage charges as
per transactions. . The company should take necessary steps to concentrate on the
Brokerage charges according to competitors.

• Many of the customers are not aware of my broker software. This usefulness
should be explained to them.
• Customers with money to invest may be living in isolated areas with no proper
telephone or computer facility, the company may think of deputing relationship managers
to help the customers through proper guidance and by passing on relevant information.
• More number of customers is dissatisfied with slow operation and delay operation of
transaction, so it is advisable to take some steps for that.
•
CONCLUSION
• A MUTUAL FUND brings together a group of people and invests their money in stocks,
bonds, and other securities.
• The advantages of mutuals are professional management, diversification, economies of
scale, simplicity and liquidity.
• The disadvantages of mutuals are high costs, over-diversification, possible tax
consequences, and the inability of management to guarantee a superior return.
• There are many, many types of mutual funds. You can classify funds based on asset class,
investing strategy, region, etc.
• Mutual funds have lots of costs.
• Costs can be broken down into ongoing fees (represented by the expense ratio) and
transaction fees (loads).
• The biggest problems with mutual funds are their costs and fees.
• Mutual funds are easy to buy and sell. You can either buy them directly from the fund
company or through a third party.

• Mutual fund ads can be very deceiving.
BIBILIOGRAPHY
• www.sharekhan.com
• www.economictimes.com
• www.moneycontrol.com
• www.bseindia.com
• www.nseindia.com
• www.sebi.gov.in

• www.investors.com
• www.investopedia.com
• www.mutualfundindia.com
• www.valueresearchonline.com
• www.amfiindia.com
• www.fundsindia.com
• www.morningstar.in
• www.moneycontrol.com/mutualfundindia/
• Previous project reports
• News Papers
• Sharekhan’s brochures
• Sharekhan’s value Guide

Sharekhan Mutual fund report by Pawan Saini MBA Finance 15104034..AUG. 2016

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Sharekhan Mutual fund report by Pawan Saini MBA Finance 15104034..AUG. 2016