M. P.

Birla Institute of Management

ASSOCIATE BHARATIYA VIDYA BHAVAN
#43, RACE COURSE ROAD, BANGALORE -560001, INDIA

Prof. B.V. Rudramurthy

Tel 080-22382798/9634, Fax 080-22389635

Email: info@mpbim.com, Website: www.mpbim.com

Certificate
This is to certify that this report entitled An Organizational Study of
ICICIdirect.com is a compilation of the internship study carried out by Mr.
Vikas Maheshwari (Reg. No. 05XQCM6112), a Student Executive of MP
Birla Institute of Management, Bangalore.
Mr. Vikas Maheshwari worked under my guidance and
supervision.

Bangalore
September 29,
2006

( B.V. Rudramurthy)

M. P. Birla Institute of Management

ASSOCIATE BHARATIYA VIDYA BHAVAN
#43, RACE COURSE ROAD, BANGALORE -560001, INDIA

Dr. N. S. Malavalli
PRINCIPAL

Tel 080-22382798/9634, Fax 080-22389636

Email: info@mpbim.com, Website: www.mpbim.com

Certificate
This is to certify that this report entitled An Organizational Study of
ICICIdirect.com is the output of internship carried out by Mr. Vikas
Maheshwari, a Student Executive of MP Birla Institute of Management,
Bangalore under the guidance and supervision of Prof, B. V. Rudramurthy,
MPBIM, Bangalore (Internal Guide) and Mr. Ravi Agarwal, Unit Manager,
ICICI DIRECT, Malleshwaram, Bangalore(External Guide) and Mr. Pradeep
K.,Regional
product
manager,ICICIdirect.com,Bangalore.

Bangalore
October 29,
2006

(N. S. Malavalli)

ACKNOWLEDGEMENT

I express my deep sense of gratitude to Prof. B.V. Rudramurthy, M. P. Birla

Institute of Management (MPBIM), Associate Bharatiya Vidya Bhavan,
Bangalore, for his most valuable guidance, inspiring supervision, periodical
monitoring and sparing his precious time in my internship.
I also express my sincere gratitude to Mr. Ravi Agarwal , Unit Manager,
ICICIdirect.com, Malleshwaram, Mr. Pradeed K., Regional Product
Manager, ICICIdirect.com, Bangalore for all the inspirations and giving me
an opportunity to carry out the organizational study of ICICIdirect.com.
Without his guidance and help, the internship would not have been possible.
I am grateful to DR. N. S. Malavalli, Principal, MPBIM for providing the
facilities.
I owe my sincere gratitude to all my friends Lalit Kankani, Vishal Agarwal,
Rishiraj Maheshwari, Kishan Somani who discussed on the internship from
time to time, co-operated and helped me and in the work.
I am indebted to my parents, brother and sisters who encouraged me always
in my study.

Vikas Maheshwari

CONTENTS
Chapter I
INDUSTRY/COMPANY PROFILE
Chapter II
ORGANISATION STRUCTURE
Chapter III
PRODUCT PORTFOLIO
Chapter IV
HUMAR RESOURCE OF ICICI BANK
Chapter V
SWOT ANALYSIS, VISION & GOALS
Chapter VI
RECOMMENDATIONS

BIBLIOGRAPHY
Part B
Analysis between Equity and Mutual Funds

Executive summary
ICICI Ltd. Is one of the Indias largest financial institution is gearing up to
transform itself in to a universal bank leveraging on the click and mortar
strategy. The company has a presence in diverse segments of the financial
market by way of its subsidiaries.
In the present scenario the service industry has given utmost
importance of doing a particular task at a faster time in order to satisfy the
customers and to attract new customers. The main reason of establishing a
depositary system is to lessen the work and fast the processing. This system
is overcoming the disadvantages of the physical trading of the securities in
the stock exchange.
ICICI Direct.com is a truly online share trading site, which means that
from the time you punch in a buy or sell trade on you computer to the final
settlement in you account, everything happens completely online. The 3-in-1
e-invest account integrates your brokerage, bank and one or more depository
accounts to make sure that you can do the otherwise cumbersome share
trading from your home or office, absolutely at any time of the day.
Objectives of The Study
Study of ICICI
Study of ICICIdirect.com
Study of the product offered by ICICIdirect.com
Study of demat service providers
Study of the organizational structure of ICICIdirect.com
SWOT analysis.
Recommendations

CHAPTER I
INDUSTRY / COMPANY PROFILE

Overview
ICICI Bank is India's second-largest bank with total assets of about
Rs.2513.89 bn and a network of over 614 branches and offices and about
2200 ATMs. ICICI Bank offers a wide range of banking products and
financial services to corporate and retail customers through a variety of
delivery channels and through its specialised subsidiaries and affiliates in the
areas of investment banking, life and non-life insurance, venture capital and
asset management. ICICI Bank's equity shares are listed in India on stock
exchanges at Kolkata and Vadodara, the Stock Exchange, Mumbai and the
National Stock Exchange of India Limited and its American Depositary
Receipts (ADRs) are listed on the New York Stock Exchange (NYSE).

ICICI Bank was originally promoted in 1994 by ICICI Limited, an

Indian financial institution, and was its wholly-owned subsidiary. ICICI's
shareholding in ICICI Bank was reduced to 46% through a public offering of
shares in India in fiscal 1998, an equity offering in the form of ADRs listed
on the NYSE in fiscal 2000, ICICI Bank's acquisition of Bank of Madura
Limited in an all-stock amalgamation in fiscal 2001, and secondary market
sales by ICICI to institutional investors in fiscal 2001 and fiscal 2002. ICICI
was formed in 1955 at the initiative of the World Bank, the Government of
India and representatives of Indian industry. The principal objective was to
create a development financial institution for providing medium-term and
long-term project financing to Indian businesses. In the 1990s, ICICI
transformed its business from a development financial institution offering
only project finance to a diversified financial services group offering a wide
variety of products and services, both directly and through a number of
subsidiaries and affiliates like ICICI Bank. In 1999, ICICI become the first
Indian company and the first bank or financial institution from non-Japan
Asia to be listed on the NYSE.
After consideration of various corporate structuring alternatives in the
context of the emerging competitive scenario in the Indian banking industry,
and the move towards universal banking, the managements of ICICI and
ICICI Bank formed the view that the merger of ICICI with ICICI Bank
would be the optimal strategic alternative for both entities, and would create
the optimal legal structure for the ICICI group's universal banking strategy.
The merger would enhance value for ICICI shareholders through the merged
entity's access to low-cost deposits, greater opportunities for earning feebased income and the ability to participate in the payments system and

provide transaction-banking services. The merger would enhance value for

ICICI Bank shareholders through a large capital base and scale of
operations, seamless access to ICICI's strong corporate relationships built up
over five decades, entry into new business segments, higher market share in
various business segments, particularly fee-based services, and access to the
vast talent pool of ICICI and its subsidiaries. In October 2001, the Boards of
Directors of ICICI and ICICI Bank approved the merger of ICICI and two of
its wholly-owned retail finance subsidiaries, ICICI Personal Financial
Services Limited and ICICI Capital Services Limited, with ICICI Bank. The
merger was approved by shareholders of ICICI and ICICI Bank in January
2002, by the High Court of Gujarat at Ahmedabad in March 2002, and by
the High Court of Judicature at Mumbai and the Reserve Bank of India in
April 2002. Consequent to the merger, the ICICI group's financing and
banking operations, both wholesale and retail, have been integrated in a
single entity.

INDUSTRIAL CREDIT AND INVESTMENT

CORPORATION OF INDIA LTD
ICICI was formed in 1955 at the initiative of the World Bank, the
Government of India and representatives of Indian industry. The principal
objective was to create a development financial institution for providing
medium-term and long-term project financing to Indian businesses.
In the 1990s, ICICI transformed its business from a development
financial institution offering only project finance to a diversified financial
services group offering a wide variety of products and services, both directly
and through a number of subsidiaries and affiliates like ICICI Bank.
In 1999, ICICI become the first Indian company and the first bank or
financial institution from non-Japan Asia to be listed on the NYSE. After

consideration of various corporate structuring alternatives in the context of

the emerging competitive scenario in the Indian banking industry, and the
move towards universal banking, the managements of ICICI and ICICI Bank
formed the view that the merger of ICICI with ICICI Bank would be the
optimal strategic alternative for both entities, and would create the optimal
legal structure for the ICICI group's universal banking strategy. The merger
would enhance value for ICICI shareholders through the merged entity's
access to low-cost deposits, greater opportunities for earning fee-based
income and the ability to participate in the payments system and provide
transaction-banking services. The merger would enhance value for ICICI
Bank shareholders through a large capital base and scale of operations,
seamless access to ICICI's strong corporate relationships built up over five
decades, entry into new business segments, higher market share in various
business segments, particularly fee-based services, and access to the vast
talent pool of ICICI and its subsidiaries. With the growth of industries, the
financial services sector has assumed great momentum with unprecedented
investment and employment potential. ICICI is no exception to this global
phenomenon. Beginning with a modest commercial banking, the bank has
embarked upon a wide range of banking, financial and insurance services.

Being the first development bank registered under the Companies Act,
1956, the range of services offered by the bank has expanded considerably.
The following services assume a significant portion of the banks activities;
Commercial Banking
Development Banking
Trading in Securities
Merchant Banking
Insurance
Mutual Funds
Foreign Exchange Dealings
The bank has made significant inroads into the retail banking sector,
thereby, indicating growth in business and exploitation of consumer
potential integrated with the overall policy objective of mobilization of
savings into investments.

THE MOST COMPREHENSIVE ONLINE SHARE TRADING SITE

INDUSTRY PROFILE
The Indian middle class is large and growing; wages are low; many
workers are well educated and speak English; investors are optimistic and
local stocks are up. Despite political turmoil, the country presses on with
economic reforms. The only cause of worry that India could face is
Infrastructural hassles.
The rapid economic growth of the last few years has put heavy stress
on India's infrastructural facilities. The projections of further expansion in
key areas could snap the already strained lines of transportation unless
massive programs of expansion and modernization are put in place.
Problems include power demand shortfall, port traffic capacity mismatch,
poor road conditions (only half of the country's roads are surfaced), low
telephone penetration (1.4% of population).
Diverse Market
The Indian market is widely diverse. The country has 17 official
languages, 6 major religions, and ethnic diversity as wide as all of Europe.
Thus, tastes and preferences differ greatly among sections of consumers.
Therefore, it is advisable to develop a good understanding of the Indian
market and overall economy before taking the plunge. Research firms in
India can provide the information to determine how, when and where to
enter the market. There are also companies which can guide the foreign firm
through the entry process from beginning to end --performing the requisite
research, assisting with configuration of the project, helping develop Indian
partners and financing, finding the land or ready premises, and pushing
through the paperwork required.

Indian Stock Market Overview:

The Bombay Stock Exchange (BSE) and the National Stock Exchange
of India Ltd (NSE) are the two primary exchanges in India. In addition, there
are 22 Regional Stock Exchanges. However, the BSE and NSE have
established themselves as the two leading exchanges and account for about
80 per cent of the equity volume traded in India. The NSE and BSE are
equal in size in terms of daily traded volume. Most key stocks are traded on
both the exchanges and hence the investor could buy them on either
exchange.
The primary index of BSE is BSE Sensex comprising 30 stocks. NSE
has the S&P NSE 50 Index (Nifty) which consists of fifty stocks. The BSE
Sensex is the older and more widely followed index. Both these indices are
calculated on the basis of market capitalization and contain the heavily
traded shares from key sectors. The markets are closed on Saturdays and
Sundays.
Both the exchanges have switched over from the open outcry trading
system to a fully automated computerized mode of trading known as BOLT
(BSE Online Trading) and NEAT (National Exchange Automated Trading)
System. It facilitates more efficient processing, automatic order matching,
faster execution of trades and transparency. The key regulator governing
Stock Exchanges, Brokers, Depositories, Depository participants, Mutual
Funds, FIIs and other participants in Indian secondary and primary market is
the Securities and Exchange Board of India (SEBI) Ltd.

Working of a stock market:

A person desirous of buying/selling shares in the market has to first
place his order with a broker. When the buy order of the shares is
communicated to the broker he routes the order through his system to the
exchange. The order stays in the queue exchange's systems and gets
executed when the order logs on to the system within buy limit that has been
specified. The shares purchased will be sent to the purchaser by the broker
either in physical or demat format.
Emergence of ICICIdirect.com:
Due to the existing financial market scenario and the ever increasing
use of computers and its tools most predominantly the internet, ICICI in
2000 appointed Mckinsey to study the market potential for an online portal
dealing in trading with securities. Mckinsey in its report stated the market
potential to consist at around Twenty Five thousand people only. But
regardless of this fact, ICICI DIRECT.COM was started and now it has
grown to more than Four lakh Fifty thousand customers.

CHAPTER II
ORGANIZATION STRUCTURE

ORGANIZATION STRUCTURE
ICICI Bank believes that the structure of an organization needs to be
dynamic, constantly evolving and responsive to changes both in the external
and internal environments. The organizational structure is designed to
support our business goals, and is flexible while at the same time ensuring
effective control and supervision and consistency in standards across
business groups. The organizational structure is divided into five principal
groups Retail Banking, Wholesale Banking, Project Finance, Special
Assets Management, International Business and Corporate Centre.
The Retail Banking Group comprises ICICI Bank's retail assets
business including various retail credit products, retail liabilities (including
our own deposit accounts as well as distribution of third part liability
products) and rural micro-banking.
The Wholesale Banking Group comprises ICICI Bank's corporate
banking business including credit products and banking services, with
separate dedicated groups for large corporates. Government and public
sector entities and emerging corporates. Treasury, structured finance and
credit portfolio management also form part of this group.
The Project Finance Group comprises our project finance operations
for infrastructure, oil and gas, manufacturing and shipping sectors. The
Special Assets Management Group is responsible for large non-performing
loans and accounts under watch.
The International Business Group is responsible for ICICI Bank's
international operations as well as coordinating the international strategies
and alliances of its subsidiaries and affiliates.

The Corporate Centre comprises all shared services and corporate

functions, including finance and secretarial, investor relations, risk
management, legal, human resources and corporate branding and
communications.
Organizational Structure of Karnataka Region:
The organization structure at ICICIdirect.com is lateral in nature. It is
headquartered at Mumbai from where the top most hierarchy operates. As
ICICI is spread all over India the second level hierarchy consists of a
regional product manager.

ORGANISATIONAL CHART
ICICI direct .com

PRODUCT
PRODUCT
DEVELOPMENT

RETAIL

OPERATIONS

DIRECT
BUSINESS
DIRECT BUSINESS
CATALYST
CATALYST

HUGE NETWORTH
HUGE
NETWORTH
INDIVIDUAL DESK
DESK
INDIVIDUAL

SALES

E - INVEST

WISE INVEST

PRODUCT
CO-ORDINATOR
CROSS
SELLING

HIGH NETWORTH
INDIVIDUAL

REGIONAL
PRODUCT
MANAGER

SEGMENT
MANAGER

EXIBITIONS /
STALLS

CORPORATE
RETAIL

SEGMENT
MANAGER

SEGMENT
MANAGER

SEGMENT
MANAGER
UNIT MANAGERS

Refer to the next page

TRANIEES/AGENTS

WISE INVEST

PRODUCT
CO-ORDINATOR

REGIONAL PRODUCT
MANAGER

SEGMENT
MANAGER

UNIT
MANAGER

TRAINEES/
AGENTS

Sales consists of two products E-Invest and Wise Invest. For both
these products there are product co-ordinators.
Sales of both these products are regionally looked after by Mr.
Madhusudhan, Regional Product manager for South India.
These products are divided into four categories:Corporate Retail
Exhibitions/ stalls
HNI handled by
Cross Selling

Under these category heads, a team of segment managers work

at regional level to achieve the purposes set out by them. They
also have to report to the Regional Product manager.
The bank usually has many branches to look after which Unit
managers along with trainees/agents are appointed who report to the
Segment managers and the Regional product manager.

CHAPTER III
PRODUCT PORTFOLIO

THE PRODUCTS

1. E-Invest Account
--Online Share Trading A/c

2. WISE Invest Account

--Online Investment A/c

Products available on E-Invest

E-Invest

Derivatives

Mutual
Funds

Cash

Futures

Purchases

Margin

Options

Redemption

Equity

BTST

SIP & SWP

Spot

Switch In / Out

Transfer In

IPOs

GOI Bonda

Bonds

ICICI Bonds

DEMAT
ICICI Bank Demat Services boasts of an ever-growing customer base of
over 5 Lakh Account Holders. In its continuous endeavor to offer best of the
class services to its customers it offers the following features:
Online access to the customers demat account. Checks holdings, and
status of requests and much more.
Dedicated specially trained customer care executives at its call centre,
to handle all queries.
Holding and Transaction details available round the clock on IVR
(Interactive Voice Response) system.
With a countrywide network of over 614 branches, one is never far
from an ICICI Bank Demat Services outlet.
Customers can also avail online share trading services from
ICICIdirect.com and get a 3 in 1 account inclusive of a demat, ICICI
bank account and a online trading account.

EQUITY:
Trading shares - The past
Calling broker
Waiting for pick-up
Placing orders
Placing wrong orders
Waiting for order confirmation
Waiting for contract notes
Writing cheques/ TIFDs for pay-in
Chasing broker for monies/ shares after payout

Trading shares - ICICIdirect.com way

Integrated 3-in-1 account removes all hassles after placing order.
Monies/Shares get debited/ credited automatically on payin/payout days.
Go to website- available anytime
Place orders- even after market hours
Get order status anytime- even modify/cancel orders anytime if
order lies unexecuted.
No writing cheques/TIFDs. No chasing broker.
Get contract notes online.

More about 3-in-1 account

This account integrates your bank, demat and broking accounts. If
you purchase/sell shares, the funds are automatically debited/
credited from/to your bank account and shares are automatically
credited/debited to/from your demat account respectively on the
settlement date.
This therefore completely eliminates the hassles of writing
cheques/TIFDs or chasing brokers etc.
And brings CONVENIENCE to your share trading.
Products and Services
A product for every need, ICICIdirect.com is the most comprehensive
website, which allows you to invest in shares, mutual funds and other
financial products. Simply put we offer youre a product for every
investment need of yours.
1. Trading in shares:
ICICIdirect.com offers you various options while trading in Shares.
Cash Trading

This is a delivery based trading system, which is

generally done with the intention of taking delivery of
shares or monies. A cash position is meant to be settled
by delivery, the required cash or securities are blocked
in full.

Margin Trading

You can also do an intra-settlement trading upto 4 times

your available funds, wherein you take long buy/short
sell positions within the same settlement cycle.

Spot Trading

When you are looking at an immediate liquidly option,

Cash on Spot may work the best for you, On selling
shares through cash on spot, money is credited to your
bank a/c the same evening and not on the exchange
payout date. This money can then be withdrawn from
any of ICICI Bank ATMs

BTST

Buy Today Sell Tomorrow (BTST) is a facility that

allows you to sell shares even one day after the buy
order date, without you having to wait for the receipt of
shares into your demat account.

CallNTrade

CallNTradeR allows you to call on a local number in

your city and trade on the telephone through our
Customer Service Executive. This facility is currently
available in over 11 major states across India.

Trading on NSE/ Through ICICI direct. com, you can trade on NSE as
BSE

well as BSE

Market Order

You could trade by placing market orders during market

hours that allows your to trade at the best obtainable
price in the market at the time of execution of the order

Limit Order

Allows you to place a buy/sell order at a price defined

by you, the execution can happen at a price more
favourable than the price, which is defined by you, limit
orders can be placed you during holidays and non
market hours too.

Whats so unique about ICICIdirect.com?

Convenience:
A unique 3-in-1 account integrates your banking, broking and
demat accounts.
.

Speed:
You can now get the latest quotes of scrips on ICICIdirect.com
and place an order almost instantly.
Control:
You can be assured that you have in fact placed an order at the
price you always wanted to, but may not have been able to do so till
now. Thereby giving you control over your own trades.
Independence:
Instead of transferring monies to a broker's pool or towards
deposits, you can manage your own demat and bank accounts when
you trade through ICICIdirect.com.
Trust:
ICICIdirect.com comes to you from ICICI, the organisation
trusted by millions of Indians.

Host of content features

Keep yourself updated
Weekly & monthly stock movers
News from CNBC and Reuters
Screen stocks
View P&L, financial ratio, background and balance sheet of over
5000 companies with our corporate info bank.
My research - a step-by-step guide to help you research a stock.
Latest NAV for mutual funds
Portfolio tracker to monitor the gains and losses on your
investments.
ICICIdirect University to guide you through concepts and on
how to trade

Value added services

Regular communicating
Ideal MF portfolios,
Ideal asset allocation,
Start and end dates for IPOs and bonds,
Invitation to sessions on Investments / Mutual funds etc.

WHY PEOPLE PREFER ICICI BANK FOR ONLINE

SHARE TRADING:
ICICI DIRECT E-INVEST ACCOUNT
BECOMING A CUSTOMER
EXISTING BANK CUSTOMERS
BANK ACCOUNT / DEMAT ACCOUNT
NEW ICICI E-INVEST CUSTOMERS
ONLINE INVESTING
SETTLEMENT OF TRADE
MARGIN PRODUCT
CASH ON SPOT
BUY TODAY SELL TOMMAROW (BTST)
TRADING IN DERIVATIVES (FUTURES&OPTIONS)
DIGITALLY SIGNED CONTRACT NOTE
CORPORATE BENEFITS
NON PARI PASSU (NPP) SHARES
MUTUAL FUNDS FAQ
RESEARCH AND OTHER RESOURCES
PASSWORD
SECURITY
ACCESSING BANK ACCOUNTAND SETTING LIMITS
ACCESS TO WEB SITE
RETAIL DEBT

C2T AND ITS BENEFITS

C2T: CONVERSION TO TRADING A GLIMPSE
A new version of after sales service that has a dual benefit to both
bank and the customers. C2T is an approach in ICICI Bank, through which
the already existing customers who are not trading or who have not at all
activated or logged in their I-Direct A/c over a period, say 3 to 6 months are
tried to be converted into regular traders through this process or approach.
In this process, the feedback of the existing customers- those who
have not been traded yet or who have not been trading for a considerable
period of time is found out or unearthed form the Database of the customers,
with the help of computers and other tracking systems. Thus a list of such
customers is generated periodically and is distributed to some of the bank
branches in various regions to convert them into traders.
BENEFITS OF C2T:
Enables both customers and Bank to benefit form the process.
All the problems & doubts of the customer can be solved and help
him in using the product fully.
Good Customer Relationship is established.
Helps bank in getting more brokerage charges in future.
Improves the loyalty of the customer for the bank.

INVESTMENTS
ICICI Bank Bonds
GOI Bonds
Mutual Funds
IPO

GOI Savings Bonds

6.5% Savings Bonds (Non Taxable), 2003
Low risk.
Interest Income is Tax Free.
Nomination facility available
Cannot be traded.
No loan facility available (as per rule of GOI).
8% Savings Bonds (Taxable), 2003
Low risk.
Reasonable investment tenure.
Nomination facility available.
Cannot be traded in secondary market.
Interest income taxable.
No loan facility available (as per rule of GOI).

MUTUAL FUNDS INVESTMENTS THROUGH ICICI BANK

About Mutual Funds
Mutual Funds pool money of various investors to purchase a wide
variety of securities while pursuing a specific goal. Selection of Securities
for the purpose is done by specialists from the field. Returns generated are
distributed to the Investors.
Mutual Fund Companies offer various schemes. Investors can choose any
particular Fund/Scheme or mix of Funds/Schemes depending upon their
perception towards risk. Investment is done on the basis of prevailing Net
Asset Values of various schemes.
Mutual Funds Investments are subject to Market Risks.
Types of Funds Sold:
ICICI Bank helps customers to determine which types of funds they
need to meet their investment goals. This may include the following types of
funds:
Debt

: Liquid schemes, Income schemes, G-sec schemes,

Monthly Income Schemes etc.

Equity

: Diversified Equity Schemes, Sector Schemes, Index

Schemes etc.

Hybrid Funds: Balanced Schemes, Special Schemes - Pension

Schemes, Child education Schemes etc.

ICICI Bank helps customers to identify an appropriate mix of Mutual

Fund schemes for their portfolio using asset allocation strategies.
Through ICICI Bank one can invest in various schemes of multiple
mutual funds with decent performance record. Customers can take the aid of
ICICI Bank's various research reports on mutual funds and their schemes
before choosing a scheme for investment.
ICICI Bank offers investment in Mutual Funds through Multiple Channels:
With ICICI Bank, you can invest in Mutual Funds through the
following channels:
ICICI Bank Branches
ICICI Bank ATMs
ICICI Direct.Com

IPO
Invest in IPO's Online:
One can invest in IPOs online through www.ICICIdirect.com with
same convenience of investing in equities - hassle-free and with zero paper
work. Also, get in-depth analyses of new IPOs issues (Initial Public
Offerings) which are about to hit the market. IPO calendar, recent IPO
listings, prospectus/offer documents and live prices will help customers to
keep on top of the IPO markets.

Products available on Wise Invest

WISE Invest

Mutual funds

Insurance

Bank Deposits

GOI Bonds

Purchase

New Policies

FD

Tax Saving Bonds

Redemption

Premium Payments

RD

Bonds

IPOs

SIP & SWP

Switch In / Out

Transfer In

WISE Invest Account

With ICICIdirects WISE Invest Account, one can invest in
Mutual funds, Tax saving bonds, GOI bonds, Insurance, IPOs
conveniently at the click of a mouse
You can now do away the hassles of filling up long forms,
writing cheques, waiting in long queues, following up with
various brokers / agents etc
All this and more at an account opening fee of just Rs. 350.
Upgradation of the account to a share trading account can be
done anytime in future

Products Offered under WISE Invest

MFs,
Tax saving bonds,
GOI bonds,
IPOs,
Insurance
FDs / RDs.all at the click of a button.

Why WISE Invest

Usual way of investing will entail
Continuous follow-up with broker.
Filling up long forms for MFs and IPOs.
Contacting an insurance agent and writing cheques for insurance.
Visiting the bank and standing in queues for FDs & tax saving
bonds. etc
This account will do away all these hassles. You can make all your
investments online conveniently and track all past investments at
any time of the day.

Value added services

We will be regularly communicating
Ideal MF portfolios.
Ideal asset allocation.
Start and end dates for IPOs and bonds.
Invitation to sessions on Investments / Mutual funds etc.

CHAPTER IV
HUMAN RESOURCE OF ICICI BANK

HUMAN RESOURCE OF ICICI BANK:

The Human Resources Department of the Bank is one of the most

proactive HR departments in the Indian Banking industry, having won
several industry awards for implementing proactive HR practices in the
Banking industry. The HR department provides the ideal foil to the
relentless business drive of the Retail and Wholesale Banking Groups and
prides itself on its role as a human relations change agent in the Bank. Areas
of HR interest include Employee Relations, Performance Management
Systems, Recruitment and Placement, Career Development and Training &
Development. A dedicated team of professional HR practitioners proactively
anticipates environmental changes and plans appropriate organizational
interventions with a view to enhance employee satisfaction. Positions for
Post Graduates in HR/Personnel Management from premier institutes exist
in the Recruitment, Training and Performance Management departments.
WORK CULTURE AT ICICI BANK
It is a tech-savvy, non-hierarchical, work environment where early
responsibility and independent decision-making enable each employee to
reach his/her potential. Coupled with this is a strong performance
management system that has built a meritocracy where high performing-high
potential individuals are duly rewarded.

SELECTION PROCESS
In the continuous endeavor to improve the selection process for recruitment
at all levels in ICICI Bank, it has carried out an in-depth study of the
competencies required to succeed in ICICI Bank. As per our research, the
competencies which indicated success at the entry level in ICICI Bank are:
Drive for results
Process Orientation
Interpersonal Effectiveness
Analytical Thinking
Innovation
Team Effectiveness
In order to assess the same ICICI Bank uses a set of 3 tools: 1. A Mental Ability Tests (for candidates with 0-2 years of work
experience)
2. A Personality profiling system
3. A Personal Interview
The Mental Ability Test gives ICICI Bank a fair and objective
assessment of candidates skills in the areas of verbal reasoning, numerical
reasoning & diagrammatic reasoning. These are important skills for the role
of an entry level manager and people who do well in these tests tend to do
well in their jobs at ICICI Bank. The total time taken in this exercise is 2
hours with each of the three sections lasting 40 minutes. Candidates (at all
levels regardless of the number of years of work experience) are also
required to complete the Occupational Personality Questionnaire (OPQ)
before they appear for the interview, the results of which are integrated into
ICICI Bank's interview process.

CHAPTER V
SWOT ANALYSIS, VISION AND
GOALS

The ICICI Bank Vision...

To be the preferred brand for total financial & banking solutions for
corporates, government sector & individuals
VISION OF ICICI BANK
Directing strengthsChanneling thoughts
Creating value
Zeroing in on a goal
Concentrating efforts for effect
Activating ideas into enterprise
Delivery beyond expectations
GOALS OF ICICI BANK
Mobilising and structuring resources
Capitalizing on opportunities
Focusing on core competence
Creating group dynamics
Enhancing customer centricity
Value engineering
Delivering beyond expectations

SWOT ANALYSIS
STRENGTH:
1) BACKED BY A STRONG COMPANY:
ICICI Bank is India's First Universal Bank, which offers the widest range of
financial products and services. It is also Indias largest private sector bank
and has a nationwide network of 614 branches.
2) PRODUCT AIMED AT CONVENIENCE:
ICICIdirect.com is the first company to offer 3 in 1 account.
ICICIdirect.com is unique innovative and distinguished product that reduces
the hassles and offers wide convenience to the customers.
3) EVER INCREASING USAGE:
ICICIdirect.com has a growing customer base of more than 6 million and is
rapidly adding more due to increased use of internet and more and more
investors entering the stock market.
4) AUTOMATIC TRADING :
ICICIdirect.com has a feature where in at a previously determined price fed
to the computer results in buy/sell of the desired security automatically
without any manual presence.

WEAKNESS:
1) HIGH BROKERAGE RATES
The brokerage charged by the company, especially on the delivery
transactions is very high in comparison to the competitors. Company is
charging .75% brokerage on delivery calls which is very high in comparison
with other stock broking firm.
2) CUSTOMER SERVICE
The customer service department is not efficient to handle the grievances of
the retail customers. Also there is no such relationship manager for retail
customer to handle the problems faced by them.
3) ACCOUNT OPENING TIME
The time taken for opening the account is too much in comparison with
other companies. Customer often complain of delays in receiving accounts
details or login and passwords.

OPPORTUNITIES:
1) EVER INCREASING USERS OF INTERNET:
As per research India is adding millions of internet users every year. This
provides a huge opportunity to ICICIdirect.com to tap such users.
2) INCREASE IN THE NUMBER OF INVESTORS ENTERING THE
STOCK MARKET:
Recently due to the surge in IPOs and increased income of people in India
has led to more and more people taking interest in stock market which is a
huge opportunity for ICICIdirect.com.
3) TAX SAVINGS ONLINE:
ICICIdirect.com offers many products like Tax saving Bonds and Mutual
funds. People today are keen on saving tax and for the same they can invest
in these products online. Thus this brings in a huge potential market for
ICICIdirect.com.
4) PROVIDING TRUE SERVICE:
ICICIdirect.com reduces paper work, reduces hassles like tracking the
brokers and following the investment along with this it assures safety and
security. Thus ICICIdirect.com is potentially one of the most revolutionary
product which will find increased usage in this modern world.

THREATS:
1) FEAR OF SAFETY:
People in India are very avert to giving out their credit card numbers or
buying and selling shares. This mentality possesses a significant trend
because ICICIdirect.com in its essence is a portal for online trading in
securities.
2) EMERGENCE OF OTHER PLAYERS:
New players like Reliance are about to enter the market which is a big threat
for the company. Reliance being substantially good company can definitely
give tough competition to ICICIdirect.com
3) FLUCTUATIONS IN THE SECURITY MARKET:
Stock market scams, increase in oil prices, terrorist attacks etc cause huge
fluctuations in securities market which dissuades investors who opt for
liquidity or gold.
4) THREAT FROM LOCAL BROKERS :
Local brokers charged less brokerage as compare to ICICIdirect.com which
can lead to a shift in loyalty favouring the local brokers.

CHAPTER VI
RECOMMENDATIONS

RECOMMENDATIONS
1) EDUCATING THE CUSTOMERS:Educating the customers that as interest rate on fixed deposits or mutual
funds or postal deposits are coming down, there is no difference between
investing in share market and in banks.
2) REDUCTION

IN

BROKERAGE

AND

ACCOUNT

OPENING

CHARGES:
ICICIdirect.com charges its customers higher brokerage charges than the
local brokers which sometime amounts to double the local brokerage
charges. Therefore reduction in brokerage charges has to be seriously looked
into by ICICIdirect.com.
3) BE IN TOUCH WITH THE CUSTOMERS :
Addressing the customers queries and receiving constant feedback is a must
because ICICIdirect.com is an online portal and there is very less exchange
of communication between the customers and the principal.
4) PROCESSING TIME:
It was noted that during the recent IPOs other players like Karvy opened
demat accounts in one day where as the minimum required time for
ICICIdirect.com was four days. This led to the loss of many customers.

BIBLIOGRAPHY
WEBSITES:
www.ICICIdirect.com
www.ICICIbank.com
www.google.com
MAGAZINES AND BOOKS REFERRED:
India Today
Business World
Marketing Management by Philip Kotler

PART B OF THE INTERNSHIP REPORT

ANALYSIS BETWEEN EQUITY

AND MUTUAL FUNDS

RESEARCH EXTRACT
In the current economic scenario interest rates are falling and fluctuation in
the share market has put investors in confusion. One finds it difficult to take
decision on investment. This is primarily, because of investments are risky
in nature and investors have to consider various factors before investing in
investment avenues.
These factors include risk, return, volatility of shares and liquidity.
The main objective of comparing investment in equity shares with mutual
fund schemes is to analyze the performance of mutual funds with their
benchmark and comparing them with equities by using risk, return, beta and
alpha as a parameter.
Historical data were taken for calculating risk, return, alpha and beta.
Analysis has done on percentage method for comparing equity shares with
mutual fund schemes. Compare to equities mutual funds are less risky with
stable returns and mutual funds gives the investor a diversified portfolio.
Those who have well knowledge in equity market they can go for equity
investments rather that investing in mutual funds because no control on the
expenses made by the fund manager.
The study will guide the new investor who wants to invest in equity
and mutual fund schemes by providing knowledge about how to measure the
risk
and return of particular scrip or mutual fund scheme. The study recommends
new investors to go for mutual funds rather than equities, because of high
risk and market instability.

Introduction to Equity Capital and Mutual Fund

Issue of shares is the most important method of raising capital. Finance

raised by the issue of shares serves as a financial floor to the companys
capital structure. Shares indicate the ownership or equity interest in the
assets of the company. Shares are of different nominal or face values and of
different kinds to attract different kinds of investors. The maximum amount
of capital to be raised by the issue of shares is mentioned in the
memorandum of association.
During 1990-91 and 1991-92, equity accounts for 35 to 39 percent of the
total capital raised respectively. This proportion was reversed in 1992-93,
the first year of free pricing, when the share of equity increased to 62 percent.
He share of equity finance increased to a high of 73.18 percent in 1994-95.
However, in 1995-96 there is a rise in the importance of debt largely due to
the high interest rates in the economy and negative returns from the
secondary market.

Mutual Funds In India (1964 - 2000)

The end of millennium marks 36 years of existence of mutual funds in this
country. The ride through these 36 years is not been smooth. Investor
opinion is still divided. While some are for mutual funds others are against it.
UTI commenced its operations from July 1964 .The impetus for establishing
a formal institution came from the desire to increase the propensity of the
middle and lower groups to save and to invest. UTI came into existence
during a period marked by great political and economic uncertainty in India.
With war on the borders and economic turmoil that depressed the financial
market, entrepreneurs were hesitant to enter capital market.
The already existing companies found it difficult to raise fresh capital, as
investors did not respond adequately to new issues. Earnest efforts were
required to canalize savings of the community into productive uses in order
to speed up the process of industrial growth.
The then Finance Minister, T.T. Krishnamachari set up the idea of a unit
trust that would be "open to any person or institution to purchase the units
offered by the trust. However, this institution as we see it, is intended to
cater to the needs of individual investors, and even among them as far as
possible, to those whose means are small."
His ideas took the form of the Unit Trust of India, an intermediary that
would help fulfill the twin objectives of mobilizing retail savings and
investing those savings in the capital market and passing on the benefits so
accrued to the small investors.

UTI commenced its operations from July 1964 " with a view to encouraging
savings and investment and participation in the income, profits and gains
accruing to the Corporation from the acquisition, holding, management and
disposal of securities." Different provisions of the UTI Act laid down the
structure of management, scope of business, powers and functions of the
Trust as well as accounting, disclosures and regulatory requirements for the
Trust.
One thing is certain the fund industry is here to stay. The industry was
one-entity show till 1986 when the UTI monopoly was broken when SBI
and Canbank mutual fund entered the arena. This was followed by the entry
of others like BOI, LIC, GIC, etc. sponsored by public sector banks. Starting
with an asset base of Rs. 25 crore in 1964 the industry has grown at a
compounded average growth rate of 27% to its current size of Rs.90000
crore.
The period 1986-1993 can be termed as the period of public sector mutual
funds (PMFs). From one player in 1985 the number increased to 8 in 1993.
The party did not last long. When the private sector made its debut in 199394, the stock market was booming.
The opening up of the asset management business to private sector in 1993
saw international players like Morgan Stanley, Jardine Fleming, JP Morgan,
George Soros and Capital International along with the host of domestic
players join the party. But for the equity funds, the period of 1994-96 was
one of the worst in the history of Indian Mutual Funds.
1999YEAR OF THE FUNDS

Mutual funds have been around for a long period of time to be precise for 36
yrs but the year 1999 saw immense future potential and developments in this
sector. This year signaled the year of resurgence of mutual funds and the
regaining of investor confidence in these MFs. This time around all the
participants are involved in the revival of the funds ----- the AMCs, the unit
holders, the other related parties. However the sole factor that gave lifer to
the revival of the funds was the Union Budget. The budget brought about a
large number of changes in one stroke. An insight of the Union Budget on
mutual funds taxation benefits is provided later.
It provided centre stage to the mutual funds, made them more attractive and
provides acceptability among the investors. The Union Budget exempted
mutual fund dividend given out by equity-oriented schemes from tax, both at
the hands of the investor as well as the mutual fund. No longer were the
mutual funds interested in selling the concept of mutual funds they wanted
to talk business which would mean to increase asset base, and to get asset
base and investor base they had to be fully armed with a whole lot of
schemes for every investor .So new schemes for new IPOs were inevitable.
The quest to attract investors extended beyond just new schemes. The funds
started to regulate themselves and were all out on winning the trust and
confidence of the investors under the aegis of the Association of Mutual
Funds of India (AMFI)
One cam say that the industry is moving from infancy to adolescence, the
industry is maturing and the investors and funds are frankly and openly
discussing difficulties opportunities and compulsions.

Concept of Equity Capital and Mutual Fund

The term Equity literally means the stock or ownership of a company. They
are also known as ordinary shares. The rate of dividend on equity shares
varies according to the amount of profit available and the intention of board
of directors. In the event of winding up of the company, equity shares can be
refunded only after all other claims, including those of preference shares for
the refund of their capital, have been met.
Equity capital or financing is money raised by a business in exchange for a
share of ownership in the company. Ownership is represented by owning
shares of stock outright or having the right to convert other financial
instruments into stock of that private company. Two key sources of equity
capital for new and emerging businesses are angel investors and venture
capital firms.
Equity capital is represented by funds that are raised by a business, in
exchange for a share of ownership in the company. Equity financing allows
a business to obtain funds without incurring debt, or without having to repay
a specific amount of money at a particular time.
The Equity Capital Markets Group (ECM) oversees the Firm's activities in
the primary equity and equity-linked markets, as well as monetization
derivatives. It provides support in the origination of primary market
transactions and manages their structuring, syndication, marketing and
distribution.

The world over, its been shown that over long tenures, equitieswith their
risk premiahave provided approximately 7 percentage points higher returns
than risk-free options. People have to accumulate significant amounts of
wealth during their working years. Right now, a 17-year bond gives you
only 5.5 per cent. So, it is imperative that these people have some exposure
to equity.
A mutual fund is a trust that pools the money of many investors -- its
shareholders -- to invest in a variety of different securities. Investments may
be in stocks, bonds, money market securities or some combination of these.
Those securities are professionally managed on behalf of the shareholders,
and each investor holds a pro rata share of the portfolio -- entitled to any
profits when the securities are sold, but subject to any losses in value as well.
A mutual fund is a group of investors operating through a fund manager to
purchase a diverse portfolio of stocks or bonds. There are myriad kinds of
mutual funds, each with its own goals and methodologies. Whether or not a
mutual fund is a good investment is a matter of much public debate, with
many claiming they are excellent for the average person, and others saying
they are simply a poor way to invest.
For the individual investor, mutual funds provide the benefit of having
someone else manage your investments, take care of recordkeeping for your
account, and diversify your rupees over many different securities that may
not be available or affordable to you otherwise. Today, minimum investment
requirements on many funds are low enough that even the smallest investor
can get started in mutual funds.

A mutual fund, by its very nature, is diversified -- its assets are invested in
many different securities. Beyond that, there are many different types of
mutual funds with different objectives and levels of growth potential,
furthering your chances to diversify.
Many critics of mutual funds point out that scarcely over 20% of mutual
funds outperform the Standard and Poor's 500 Index. This means that nearly
80% of the time, an investor would have been more profitable by simply
buying equal shares in all 500 of the companies currently on the S&P 500.

Schemes of Mutual funds

Schemes according to Maturity Period:
A mutual fund scheme can be classified into open-ended scheme or closeended scheme depending on its maturity period.
Open-ended Scheme:
An open-ended fund or scheme is one that is available for subscription and
repurchase on a continuous basis. These schemes do not have a fixed
maturity period. Investors can conveniently buy and sell units at Net Asset
Value (NAV) related prices which are declared on a daily basis. The key
feature of open-end schemes is liquidity.
Close-ended Scheme:
A close-ended fund or scheme has a stipulated maturity period e.g. 5-7 years.
The fund is open for subscription only during a specified period at the time
of launch of the scheme. Investors can invest in the scheme at the time of the
initial public issue and thereafter they can buy or sell the units of the scheme
on the stock exchanges where the units are listed. In order to provide an exit
route to the investors, some close-ended funds give an option of selling back
the units to the mutual fund through periodic repurchase at NAV related
prices. SEBI Regulations stipulate that at least one of the two exit routes is
provided to the investor i.e. either repurchase facility or through listing on
stock exchanges. These mutual funds schemes disclose NAV generally on
weekly basis.

Schemes according to Investment Objective:

A scheme can also be classified as growth scheme, income scheme, or
balanced scheme considering its investment objective. Such schemes may be
open-ended or close-ended schemes as described earlier. Such schemes may
be classified mainly as follows:
Growth / Equity Oriented Scheme:
The aim of growth funds is to provide capital appreciation over the medium
to long- term. Such schemes normally invest a major part of their corpus in
equities. Such funds have comparatively high risks. These schemes provide
different options to the investors like dividend option, capital appreciation,
etc. and the investors may choose an option depending on their preferences.
Income / Debt Oriented Scheme:
The aim of income funds is to provide regular and steady income to
investors. Such schemes generally invest in fixed income securities such as
bonds, corporate debentures, Government securities and money market
instruments. Such funds are less risky compared to equity schemes. These
funds are not affected because of fluctuations in equity markets.
Balanced Scheme :
The aim of balanced funds is to provide both growth and regular income as
such schemes invest both in equities and fixed income securities in the
proportion indicated in their offer documents. These are appropriate for
investors looking for moderate growth. They generally invest 40-60% in

equity and debt instruments. These funds are also affected because of
fluctuations in share prices in the stock markets. However, NAVs of such
funds are likely to be less volatile compared to pure equity funds.
Money Market or Liquid Fund:
These funds are also income funds and their aim is to provide easy liquidity,
preservation of capital and moderate income. These schemes invest
exclusively in safer short-term instruments such as treasury bills, certificates
of deposit, commercial paper and inter-bank call money, government
securities, etc. Returns on these schemes fluctuate much less compared to
other funds. These funds are appropriate for corporate and individual
investors as a means to park their surplus funds for short periods.
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 is the case with
income or debt oriented schemes.
Index Funds:
Index Funds replicate the portfolio of a particular index such as the BSE
Sensitive index, S&P NSE 50 index (Nifty), etc, these schemes invest in the
securities in the same weightage comprising of an index. NAVs of such
schemes would rise or fall in accordance with the rise or fall in the index,
though not exactly by the same percentage due to some factors known as
"tracking error" in technical terms. Necessary disclosures in this regard are
made in the offer document of the mutual fund scheme.

Sector Specific Schemes:

These are the funds/schemes which invest in the securities of only those
sectors or industries

as

specified in

the offer documents. e.g.

Pharmaceuticals, Software, Fast Moving Consumer Goods (FMCG),

Petroleum stocks, etc. The returns in these funds are dependent on the
performance of the respective sectors/industries.
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. e.g. Equity Linked Savings Schemes
(ELSS). Pension schemes launched by the mutual funds also offer tax
benefits. These schemes are growth oriented and invest pre-dominantly in
equities. Their growth opportunities and risks associated are like any equityoriented scheme.

Advantages of Equity Capital and Mutual Fund:

Advantages of Equity Capital:

1. High dividend and high value:In times of prosperity, the equity shareholders get a very high rate of
dividend, sufficiently higher than that on preference shares. At the same time,
their share value will also go up in the market.
2. Voting rights:It is only the equity shareholders who enjoy voting rights on all the policy
matters of the company.
3. Pre-emptive right to new shares:Equity shareholders have the pre-emptive right to purchase new shares.
Under the provisions of the companies act, the existing shareholders of the
company have a right to allotment of newly issued shared.

4. Many privileges and rights:Equity shareholders enjoy many privileges and rights. For example, they can
vote at meetings, elect directors, control the directors to run the company
efficiently and profitably, look into the books and records of the company
and transfer or sell their shareholdings.

Advantages of Mutual Fund:

1. Professional Investment Management:By pooling the funds of thousands of investors, mutual funds provide fulltime, high-level professional management that few individual investors can
afford to obtain independently. Such management is vital to achieving
results in today's complex markets. Your fund managers' interests are tied to
yours, because their compensation is based not on sales commissions, but on
how well the fund performs.
2. Diversification:Mutual funds invest in a broad range of securities. This limits investment
risk by reducing the effect of a possible decline in the value of any one
security. Mutual fund shareowners can benefit from diversification
techniques usually available only to investors wealthy enough to buy
significant positions in a wide variety of securities.
3. Low Cost :If you tried to create your own diversified portfolio of 50 stocks, you'd need
at least Rs.1,00,000 and you'd pay thousands of rupees in commissions to
assemble your portfolio. A mutual fund lets you participate in a diversified
portfolio for as little as Rs.10,000, and sometimes less. And if you buy a noload fund, you pay or no sale charges to own them.

4. Convenience and Flexibility:You own just one security rather than many, yet enjoy the benefits of a
diversified portfolio and a wide range of services. Fund managers decide
what securities to trade, clip the bond coupons, collect the interest payments
and see that your dividends on portfolio securities are received and your
rights exercised.
5. Quick, Personalized Service:Most funds now offer extensive websites with a host of shareholder services
for immediate access to information about your fund account. Or a phone
call puts you in touch with a trained investment specialist at a mutual fund
company who can provide information you can use to make your own
investment choices, assist you with buying and selling your fund shares.
6. Ease of Investing:You may open or add to your account and conduct transactions or business
with the fund by mail, telephone or bank wire. You can even arrange for
automatic monthly investments by authorizing electronic fund transfers from
your checking account in any amount and on a date you choose.

7. Total Liquidity, Easy Withdrawal:You can easily redeem your shares anytime you need cash by letter,
telephone, bank wire or check, depending on the fund. Your proceeds are
usually available within a day or two.
8. Life Cycle Planning:With no-load mutual funds, you can link your investment plans to future
individual and family needs -- and make changes as your life cycles change.
You can invest in growth funds for future college tuition needs, then move
to income funds for retirement, and adjust your investments as your needs
change throughout your life.
9. Market Cycle Planning:For investors who understand how to actively manage their portfolio, mutual
fund investments can be moved as market conditions change. You can place
your funds in equities when the market is on the upswing and move into
money market funds on the downswing or take any number of steps to
ensure that your investments are meeting your needs in changing market
climates.

10. Investor Information:Shareholders receive regular reports from the funds, including details of
transactions on a year-to-date basis. The current net asset value of your
shares (the price at which you may purchase or redeem them) appears in the
mutual fund price listings of daily newspapers. You can also obtain pricing
and performance results for the all mutual funds at this site, or it can be
obtained by phone from the fund.
11. Periodic Withdrawals:If you want steady monthly income, many funds allow you to arrange for
monthly fixed checks to be sent to you, first by distributing some or all of
the income and then, if necessary, by dipping into your principal.
12. Dividend Options:You can receive all dividend payments in cash. Or you can have them
reinvested in the fund free of charge, in which case the dividends are
automatically compounded. This can make a significant contribution to your
long-term investment results.

13. Automatic Direct Deposit:You can usually arrange to have regular, third-party payments -- such as
Social Security or pension checks -- deposited directly into your fund
account. This puts your money to work immediately, without waiting to
clear your checking account, and it saves you from worrying about checks
being lost in the mail.
14. Recordkeeping Service:With your own portfolio of stocks and bonds, you would have to do your
own recordkeeping of purchases, sales, dividends, interest, short-term and
long-term gains and losses. Mutual funds provide confirmation of your
transactions and necessary tax forms to help you keep track of your
investments and tax reporting.
15. Safekeeping:When you own shares in a mutual fund, you own securities in many
companies without having to worry about keeping stock certificates in safe
deposit boxes or sending them by registered mail. You don't even have to
worry about handling the mutual fund stock certificates; the fund maintains
your account on its books and sends you periodic statements keeping track
of all your transactions.

16. Retirement and College Plans:Mutual funds are well suited to Individual Retirement Accounts and most
funds offer IRA-approved prototype and master plans for individual
retirement accounts (IRAs) and Keogh, 403(b), SEP-IRA and 401(k)
retirement plans.
17. Online Services:The internet provides a fast, convenient way for investors to access financial
information. A host of services are available to the online investor including
direct access to no-load companies. Visit Company Links to access these
Companies.
18. Sweep Accounts:With many funds, if you choose not to reinvest your stock or bond fund
dividends, you can arrange to have them swept into your money market fund
automatically. You get all the advantages of both accounts with no extra
effort.
19. Asset Management Accounts:These master accounts, available from many of the larger fund groups,
enable you to manage all your financial service needs under a single

umbrella from unlimited check writing and automatic bill paying to discount
brokerage and credit card accounts.

Disadvantages of Equity Capital and Mutual Fund

Disadvantages of Equity Capital:
1. No refund of capital:Since equity shares cannot be refunded, excessive issue of such shares may
leads to overcapitalization, particularly when the earning capacity of the
company declining.
2. Benefits only in prosperity:During the periods of prosperity, the company has to distribute heavy
dividends on these shares.
3. Manipulation of control:Since the equity shares have proportionate voting power, the companys
management may be vitiated by manipulation of votes, clique-formation,
abuse of proxy rights etc.

4. High risk:Equity share holders cannot claim dividend as a matter of right, because the
decision to fit the rate of dividend on equity shares is vested in the Board of
Directors. Therefore investors as a class may find equity shares unsafe,
unattractive and unremunerative.
5. Unhealthy Speculation:During the period of boom, the market value of shares will go up, which
leads to unhealthy speculation in the stock market.

Disadvantages of Mutual Fund:

There are certainly some benefits to mutual fund investing, but you should
also be aware of the drawbacks associated with mutual funds.
1. No Insurance:Mutual funds, although regulated by the government, are not insured against
losses. The Federal Deposit Insurance Corporation (FDIC) only insures
against certain losses at banks, credit unions, and savings and loans, not
mutual funds. That means that despite the risk-reducing diversification
benefits provided by mutual funds, losses can occur, and it is possible
(although extremely unlikely) that you could even lose your entire
investment.
2. Dilution:Although diversification reduces the amount of risk involved in investing in
mutual funds, it can also be a disadvantage due to dilution. For example, if a
single security held by a mutual fund doubles in value, the mutual fund itself
would not double in value because that security is only one small part of the
fund's holdings. By holding a large number of different investments, mutual
funds tend to do neither exceptionally well nor exceptionally poorly.

3. Fees and Expenses:Most mutual funds charge management and operating fees that pay for the
fund's management expenses (usually around 1.0% to 1.5% per year). In
addition, some mutual funds charge high sales commissions, 12b-1 fees, and
redemption fees. And some funds buy and trade shares so often that the
transaction costs add up significantly. Some of these expenses are charged
on an ongoing basis, unlike stock investments, for which a commission is
paid only when you buy and sell (see Investor Guide University: Fees and
Expenses).
4. Poor Performance:Returns on a mutual fund are by no means guaranteed. In fact, on average,
around 75% of all mutual funds fail to beat the major market indexes, like
the S&P 500, and a growing number of critics now question whether or not
professional money managers have better stock-picking capabilities than the
average investor.
5. Loss of Control:The managers of mutual funds make all of the decisions about which
securities to buy and sell and when to do so. This can make it difficult for
you when trying to manage your portfolio. You also should remember that

you are trusting someone else with your money when you invest in a mutual
fund.
6. Trading Limitations:-

Although mutual funds are highly liquid in general, most mutual funds
(called open-ended funds) cannot be bought or sold in the middle of the
trading day. You can only buy and sell them at the end of the day, after
they've calculated the current value of their holdings.
7. Size:Some mutual funds are too big to find enough good investments. This is
especially true of funds that focus on small companies, given that there are
strict rules about how much of a single company a fund may own. If a
mutual fund has $5 billion to invest and is only able to invest an average of
$50 million in each, then it needs to find at least 100 such companies to
invest in; as a result, the fund might be forced to lower its standards when
selecting companies to invest in.
8. Inefficiency of Cash Reserves:Mutual funds usually maintain large cash reserves as protection against a
large number of simultaneous withdrawals. Although this provides investors
with liquidity, it means that some of the fund's money is invested in cash
instead of assets, which tends to lower the investor's potential return.

QESTIONNAIRE

Name :

Occupation:

Age:
Annual Income(approx):
Address:
1. Do you make Investments in the capital market?
Yes
No

2. What kind of investment you generally look for

Medium term
Long term
Short term

3. What kind of risk and return you generally look for?

High Risk

High Return

Low Risk

Low Return

4. Have you heard about mutual funds?

Yes
No

5. What do you prefer to invest in Equity or Mutual funds? Give

reason for your

answer.

6. Are you aware of the risk and returns in Equity and Mutual funds?
Yes
No
7. Do you know about Mutual Funds Schemes? If yes, name few of
them.

8. Which Mutual fund you are investing in and why?

9. Do you invest in tax saving Mutual Funds?

Yes
No

10.Name few of the shares in which you have made investment

Analysis from the survey

The questionnaire was filled by the ICICIdirect.com customers. The basis

of the survey was to find out what is a customers mentality towards the
investment. Also to find out what is the awareness level of customers for
Equity and Mutual Funds. The age group of the customers varies from 22
to 60 and above. On the basis of the questionnaires filled by the
customers we can draw a rough outline about the investment making
decisions.
In the present scenario, awareness of the stock market is increasing
amongst masses. A person whether investing or not in the capital market,
keep tracks of the market, its volatility, its moves because if not today,
definitely he is going to invest tomorrow. The returns are coming in such
a good way that non investors are getting goose pimples from returns
which investors are getting.

Conclusions
Investors
Some 50 people were included in the survey.
86% of them had made investment in capital market.
14% of them had not invested in capital market but still they were aware
of the Equity market.
Type of investment
62% of the investors were interested in long term investments.
16% of the investors were interested in long term investments.
22% of the investors were interested in short term investments.

We can say that people dont invest much from long term perspective.
The reason is simple that they dont want to get their money blocked.
Majority of them invest for short term or medium term only.

Risk and Return

70% of the investors want an ideal investment of low risk and high
return.
20% of the investors are ready to take high risk if they are getting high
returns.
10% of the investors are there who dont mind in low returns provided
risk is low.

Awareness about mutual funds

90% of the investors are aware about mutual funds. The awareness is
maximum in service class people because of tax saving schemes in
mutual funds.
10% of the investors are still there who are really not aware about the
mutual funds. They have heard of it but dont know what is it.

Which is better - Equity or Mutual Funds

48% of the investors were interested in Equity. The reasons given by the
people were high and good returns in the Equity, liberty to manage their
own portfolio, freedom in selecting the company in which they want to
invest in, no entry and exit load, etc.
30% of the investors were interested in Mutual Funds. The reasons given
by them were safer investment compared with Equity, low risk factor,
efficient fund manager who are handling Mutual funds, various user
friendly schemes to invest in Mutual Funds even if the amount is very
less, Tax exemption benefit by investing in Mutual Funds etc.
14% of the investors were there who dont mint to invest either in equity
or mutual funds. They see profit in both.
8% of the investors were there who were not cleared about where to
invest in.
Risk and Return in Equity and Mutual Fund

62% of the investors were aware about the risk and returns in both
Equity and Mutual Funds.
38% were not aware about the risk and returns in Equity and Mutual
funds.

Mutual Funds Schemes

16% of the investors were aware of the various mutual funds schemes.
84% of the investors were not aware of the schemes. Though they have
heard about the Mutual Funds but knowledge about these Funds is not
there. People dont even know the procedure of investment in the Mutual
Funds.

Mutual Funds
To name few of the Mutual Funds where in investors have invested their
money, they are as follows :
DSP Merrill Lynch
SBI
UTI
ICICI Prudential
Birla Sun Life
Franklin Templeton
Kotak Mahindra
Prudential ICICI
Tata
Standard Chartered
Reliance
HDFC

Tax Savings Funds

50% of the investors invest in tax savings funds. These are generally
service class people who are working in any service industry.
50% of the investors do not invest in tax savings funds. These are
generally business class or self employed people.
Investment in Equity
Investors do the investment in Equity market on the basis of various
factors like profession, interests, filed in which they are working or doing
business, etc.
A software professional generally invests in software companies because
he is aware of ups and down in the industry, its quarterly, half yearly or
yearly results, etc.
A businessman invest in the companies which give high return. For that
he is even ready to take high risk.