COMPANY PROFILE:

BACKGROUND:

Birla Sun Life Asset Management Company Ltd. (BSLAMC), the investment managers of Birla
Sun Life Mutual Fund, is a joint venture between the Aditya Birla Group and the Sun Life
Financial Services Inc. of Canada. The joint venture brings together the Aditya Birla Group's
experience in the Indian market and Sun Life's global experience.

Established in 1994, Birla Sun Life Mutual fund has emerged as one of India's leading flagships
of Mutual Funds business managing assets of a large investor base. Our solutions offer a range of
investment options, including diversified and sector specific equity schemes, fund of fund
schemes, hybrid and monthly income funds, a wide range of debt and treasury products and
offshore funds.

Birla Sun Life Asset Management Company has one of the largest team of research analysts in
the industry, dedicated to tracking down the best companies to invest in. BSLAMC strives to
provide transparent, ethical and research-based investments and wealth management services.

HERITAGE:
The Aditya Birla Group: The Aditya Birla Group is one of India's largest business houses. Global in
vision, rooted in Indian values, the Group is driven by a performance ethic pegged on value creation for
its multiple stakeholders. The group operates in 26 countries – India, UK, Germany, Hungary, Brazil,
Italy, France, Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China, Thailand, Laos,
Indonesia, Philippines, UAE, Singapore, Myanmar, Bangladesh, Vietnam, Malaysia, Bahrain and Korea.
A US $29 billion corporation in the League of Fortune 500, the Aditya Birla Group is anchored by an
extraordinary work force of 130,000 employees, belonging to 40 different nationalities. Over 60 per cent
of its revenues flow from its operations across the world. The Aditya Birla Group is a dominant player in
all its areas of operations viz; Aluminum, Copper, Cement, Viscose Staple Fiber, Carbon Black, Viscose
Filament Yarn, Fertilizers, Insulators, Sponge Iron, Chemicals, Branded Apparels, Insurance, Mutual
Funds, Software and Telecom. The Group has strategic joint ventures with global majors such as Sun Life
(Canada), AT&T (USA), the Tata Group and NGK Insulators (Japan), and has ventured into the BPO
sector with the acquisition of TransWorks, a leading ITES/BPO company.

Sun life financial: Sun Life Financial Inc is a leading international financial services
organization providing a diverse range of wealth accumulation and protection products and
services to individuals and corporate customers. Chartered in 1865, Sun Life Financial Inc and
its partners today have operations in key markets worldwide, including Canada, the United
States, the United Kingdom, Hong Kong, the Philippines, Japan, Indonesia, India, China and
Bermuda.

BOARD OF DIRECTORS:

Birla Sun Life Trustee Company Pvt Ltd:

1. Mr. Prafull Anubhai (Independent Director) 72 years / B.Com, B.Sc. (Econ.) from

London School of Economics
2. Mr. Gurcharan Das (Independent Director) 66 years / Graduated with honors from
Harvard University and later attended Harvard Business School (AMP)
3. Dr. V.Arunachalam (Independent Director) 66 years / Graduated with honors from
Harvard University and later attended Harvard Business School (AMP)
4. Mr. Suresh Talwar (Associate Director) 72 years / B.Com., LL.B., Solicitor & Advocate
5. Mr. B.N.Puranmalka (Associate Director) 74 years / F.C.A., F.C.S., LL.B

Birla Sun Life Asset Management Company Ltd:

1. Mr. Kumar Mangalam Birla (Associate Director & Chairman) 43 years / C.A., M.B.A.
(London Business School)
2. Mr. Ajay Srinivasan (Associate Director) 46 years / B.A. Economics (Hons.), PGDM,
IIM –Ahmedabad
3. Mr. Ashok Goenka (Independent Director) 79 years / B.A. (Hons), M.B.A.(Wharton
School, University Of Pennsylvania, USA)
 4. Mr. S.S. Raman (Independent Director) 73 years / B.Com (Hons.), C.A., Post Graduate in
Business Management
5. Mr. Donald Stewart (Associate Director) 63 years / FIA, FCIA
6. Mr. N.N.Jambusaria (Independent Director 76 years / M. Com, Fellow of the Institute of
Actuaries, London. F.A.S.I. (Fellow of the Actuarial Society of India)
7. Mr. N.C.Singhal (Independent Director) 73 years / Postgraduate in Economics, Statistics
and Administration. He has received professional education from institutes like IIM
(Ahmedabad, Calcutta), IIT Kanpur, and ISI Calcutta
8. Mr. Dikran Ohannessian (Associate Director) 57 yrs / Fellow of the Society of Actuaries
and the Canadian Institute of Actuaries.
9. Mr. Sandeep Asthana (Associate Director) 43 years / B. Tech from IIT Mumbai, MBA
from IIM Lucknow.
10. Mr. Ravindra Chandra Bhargava (Independent Director) 76 years / Msc, MA (Dev.
Economics)
11. Mr. R Vaidyanathan (Independent Director) 58 years / M. Stat, PhD in Finance
12. Mr. Pankaj Razdan (Associate Director) 42 years / B.Tech (Electronics), B.SC
(Electronics)

VISION:

 To be the most trusted name in investment and wealth management.

 To be the preferred employer in the industry.

 To be a catalyst for growth and excellence of the asset management business in India.
MISSION:

To consistently pursue investor's wealth optimization by:

 Achieving superior and consistent investment results.

 Creating a conducive environment to hone and retain talent.
 Providing customer delight.
 Institutionalizing system-approach in all aspects of functioning.
 Upholding highest standards of ethical values at all times

VALUES:

 Integrity
 Commitment
 Passion
 Seamlessness
 Speed

POSITION: Today it is ranked at 5th position among the 42 asset management company
(AMC) in the country.

PRODUCTS/SERVICES OFFERED:

SERVICES:

Birla Sun Life offers extensive and thoughtfully devised financial services to its large base of
customers across the globe to help them manage their finance in the most effective way. We can
benefit a lot from its wide array of financial services in the areas of wealth management, mutual
funds and insurance plans.

The mutual fund products and services are provided by investment managers of the Birla Sun
Life Asset Management Company Ltd. (BSLAMC). The company has been formed by the joint
efforts of Aditya Birla group and the sun life financial services Inc. of Canada.
The wealth management services are exclusively handled by the Birla Sun Life Distribution
Company Limited (BSDL). This is the subsidiary company of Aditya Birla Nuvo Ltd.

The life insurance business is taken care of by the Birla Sun Life Insurance Company Limited
(BSLI). The tie-up between Aditya Birla Group and Canada-based Sun Life Financial Inc
resulted in the existence of this one of the topnotch insurance companies in India.

PRODUCTS:

 Direct Equity
 Mutual Funds
 Structured Products
 Portfolio Management System (PMS)
 Alternate Asset Products
 Loan Against Securities and Mutual Funds
 Real Estate
 Life Insurance
 Gold

SERVICES BY BIRLA SUN LIFE MUTUAL FUND:

1. Highly proactive services

2. Online Portfolio Access
3. Regular Portfolio Reviews
4. Financial planning
5. Research

PRODUCTS OF BIRLA SUN LIFE MUTUAL FUND:

Equity Schemes

o Diversified Fund
o Theme Based Fund
 o Sectoral Fund

Debt Schemes

o Interval Income Funds

o Fixed Maturity Plan
o Fixed Term Funds
o Short Term Fund
o Long Term Fund
o Floating Fund
o Gilt Fund
o Cash Fund

Hybrid Schemes

o Capital Protection Fund

o Balanced Fund
o Fund of Funds
o MIP

QUALITY CONTROL:

BSLAMC follows a long term approach to investment, which is based on identifying companies
that have good credit-worthiness & are fundamentally strong. It places emphasis on quality of
management & risk control. This is done through extensive analysis that includes factory visits
& field research. It has one of the largest team of research analysis in the industry.

PRESENT AND FUTURE OF THE COMPANY:

1) Birla sun life asset management company ltd joint venture with Aditya Birla group
currently they are in 6th position in a financial industry in India.
 2) Birla Sun Life Mutual Fund follows a conservative long-term approach to investment.
Recently it crossed AUM of Rs. 10,000 cores.100% growths in the last 6 years.
3) Numbers of foreign AMC’s are in the queue to enter the Indian markets like Fidelity
Investments, US based, with over US$1trillionassets under management worldwide.
4) Our saving rate is over 23%, highest in the world. Only canalizing these savings in
mutual funds sector is required.
5) In future they want to introduce more number of open ended and close ended Schemes to
become competitive in the market and to increase there market Share.
6) December 2007, Indian mutual fund industry reached Rs 1, 50,537
7) It is estimated that by 2010 March-end, the total assets of all Scheduled commercial
banks should be Rs 40, 90,000 cores.
8) The annual composite rate of growth is expected 13.4% during the Rest of the decade.
9) In the last 5 years we have seen annual growth rate of 9%.
10) According to the current growth rate, by year 2010, mutual fund Assets will be
double.10. End of 2007- Mutual fund industry had assets under management of
Rs.1, 50,537 cores.

AREA OF OPERATION:
BSLAMC is working in mutual funds means their main area of operation is mutual fund.
A mutual fund is professionally managed type of collective investment scheme that pools money
from many investors typically in investment securities.

MAJOR COMPETITORS:
1. Reliance mutual fund
2. ICICI mutual fund
3. UTI mutual fund
4. HDFC mutual fund
MARKET SHARE:
Birla sun life asset Management Company having 10.33% market
Share.

Market share of asset management companies

OUTLETS IN COUNTRY:

Today BSLAMC is present in 152 locations, including 32 branches. They have branches in
major cities like Mumbai, Nagpur, Calcutta, etc.

COMPANY STRATEGY:

1. Pricing strategy:-In the mutual fund pricing strategy is very simple & easy to understand. In
the case of mutual fund there are two funds are available open ended & close ended. The cost
of this two type of fund is fixed open ended –Rs.5000 & close ended fund –Rs.3000. in the
case of BSLAMC they have fixed Pricing strategies. They provide installment facility also.
2. Marketing strategy:-BSLAMC is one of the reputed companies in asset management only
because of there marketing strategy they reached at this level. There marketing strategy is
 very simple o understand. BSLAMC is joint venture with ADITY BIRLA GROUP. They
used this tie up links for there marketing strategy.
3. Promotion strategy;- They give there advertisements on T.V. ,hording &banner. They use their links
for this purpose.

STRENGTHS OF THE ORGANISATION:

Excellent is next to nothing……and here at Birla everybody tries their best to offer excellent
services through its offerings maintaining the Birla culture which includes:

a) Controlled and low cost service culture: Birla is there to serve its client at the
minimum possible cost. It controls its cost by various cost cutting techniques and
maximization of avoidable cost.

b) Large volume processing capability: Being the largest financial service provider in the
country, it has the unique distinction of operating its activities on a large scale which
benefits all the parties cordially.

c) Adherence to strict time schedule: Birla knows that time is money and tries it best to
finish the task with in the stipulated time schedule.

d) Expertise in coordinating multi-location responses: Birla has got a wide network and
hence one can find its branches at most of the places in India. Thus it enjoys its presence
everywhere and coordinates among itself in solving the queries and in responding to any
situation.

e) Expertise in managing independent entities such as banks, post- office etc: The
work culture of Birla and the ethics followed inside Birla makes its workforce
compatible with everybody.

f) Pooling of group resources: Birla group consist of eight subsidiaries, so it can easily
pool up its resources for accomplishment of its goals, whenever needed. The groups can
help each other whenever there are peaks and lows, and even in the case when they have
huge targets just we saw a few year back, Tata group pooling its resources to acquire
corus.
OTHERS:

KEY PERSONNELS:

SENIOR MANANGEMNET:

Mr. A Bal Subramanian, Chief Executive Officer – BSLAMC, Mr. Navin Tewari, Head-Sales
and Customer Engagement – BSLAMC, Mr. Sarb Preet Singh, Head Institutional Sales –
BSLAMC, Mr. Ashok Suvarna, COO – BSLAMC, Mr. Manoj Kumar Gandhi, Head Finance and
Strategy – BSLAMC, Ms. Rama Vasantharajan - Head-Compliance & Risk Management –
BSLAMC, Mr. Rajesh Srivastava - Head Human Resources, BSLAMC Mr. Rahul Parikh, Head
Business Development – BSLAMC, Mr. Rahul Parikh, Head Business Development –
BSLAMC, Ms. Molly Kapoor, Head Customer Service – BSLAMC Mr. Bhavdeep Bhatt, Head
Products – BSLAMC Mr. Rajiv Joshi, Head - Legal, Compliance and Secretarial – BSLAMC,
Mr. Thrivikram Iyer, Head Risk Management – BSLAMC Mr. Maneesh Dangi - Head - Fixed
Income, Mr. Mahesh Patil - Head Equity -  Domestic Assets Mr. Satyabrata Mohanty - Head -
Mixed Assets, Mr. Ajay Argal - Head Equity – Offshore
AWARDS:

ICRA Mutual Fund Awards 2019 – 2020

 BSL Government Security Fund - Long Term won 7 Staraward in the Open ended
Gilt category for its one year performance
 BSL Dynamic Bond Fund - Retail won 5 Star award in the Open ended Debt short
term category for its 3 year performance
 BSL MNC Fund won two 5 star awards for its one year and three year performance
respectively in the Open ended diversified Equity defensive category
 BSL Dividend Yield Plus won 5 star awards for its one year performance in the Open
ended diversified Equity aggresive category and another 5 star award for its three year
performance in the Open ended diversified Equity defensive category.

Outlook Money Awards 2019 – 2020

 Best Debt Fund House
 Best Fund House - Runner's up