Advisory Firms

Overview:
With an estimated growth of 10-15% in the next five years the wealth management industry in
India is gaining pace. India holds the world’s largest unbanked or underbanked population, the
potential to make a real impact via financial inclusion is significant. For example, there are
about 40 to 50 million merchants in India, and it is estimated that less than 10 percent of them
have access to digital payment solutions.
Financial technology (“fintech”) makes the market more accessible to many people and
provides access to many financial services that they may have previously lacked. Technology
can overcome physical boundaries; one need not live near a bank, for example, to open a bank
account. Fintech enables financial services firms to reach the broader population with tools that
are more scalable and thus potentially profitable, even in the face of small account balances
and transaction amounts.
India has an emerging middle class, and this presents a real opportunity for wealth
management and investment management firms. While the high net-worth end of the market
has been relatively saturated and well covered by financial services firms, the investing needs of
the emerging middle class need to be met. While still a relatively small part of the overall
population, demographic trends and a strong economy point to a rise in the middle class.
There were a total of 3,564 wealth managers at India’s top 20 firms last year, Asian Private
Banker said, yielding an average $54 million of AUM per individual. That’s a tiny fraction of the
average $882 million handled by each wealth manager.
Introduction:
A Registered Investment Advisor (RIA) is a person or firm who advises high-net-worth
individuals on investments and manages their portfolios. RIAs have a fiduciary duty to their
clients, which means they have a fundamental obligation to provide investment advice that
always acts in their clients' best interests.
As a buy-side investment service and fiduciary, RIAs must register with the SEC and state
regulatory agencies.
Paid much like portfolio managers, RIAs usually earn their revenue through a management fee
comprised of a percentage of assets held for a client (typically 1% per year of AUM).
An investment advisor usually analyzes securities based on past performance, current or
projected market conditions, and the underlying financial structure of a specific deal, and
makes investment recommendations to an individual or group of investors. Investment advisors
may be independent consultants or work as part of established firms, such as brokerages
handling mutual funds.

Banks
1. ICICI Securities
ICICI Securities came out with US $25.61 billion AUM.
Their product line consists of Online Equity Trading, Derivatives Trading, Mutual Fund & IPO,
Fixed Deposit, Bond, NCD, wealth products, Home Loans, Loan against Securities, life and
general Insurance.
Investment banking- The firm's expertise includes managing initial public offerings (IPOs),
rights issues, share buyback, delisting, open offers and equity private placements for our
clients.
Private wealth management
Family office: ICICI Securities Family Office Service is a proposition created for the most
exclusive segment of ICICI Securities Private Wealth Management (I-Sec PWM) clientele. It
extends from end-to-end portfolio management and aggregated portfolio reporting, to value-
added professional services including estate planning and corporate finance. With a 3-to-1 level
of engagement, every client is catered to by a senior Private Banker, Family Office Investment
Manager and a dedicated Service Executive, along with the active oversight of the senior
management on a regular basis.
Equity Advisory group: The Equity Advisory Group (EAG) is a personal advisory service, a team
of experienced, equity advisors who provide clients with regular equity ideas based on the risk
appetite and time horizon and keeps updated on the stock market and the economy.

Retail -
Retail Equity:
ICICI Securities enables customers to seamlessly access the capital market with ICICIdirect.com.
The platform offers convenient ways to invest in Equity, Derivatives, Currency Futures, Mutual
Funds and also other services such as Fixed Deposits, Loans, Tax Services, New Pension Systems
and Insurance. ICICIdirect.com offers a platform to invest in equity and various other financial
products using its 3-in-1 account which integrates customer's saving, trading and demat
accounts.
Retail distribution:
ICICI Securities has set-up financial stores which offer a variety of financial products and
services under one roof. The store helps in facilitating communication between existing and
potential customers and the team and understand their financial plans and goals.
Equity relationship service:
Equity Relationship Service (ERS) caters to High Net worth Individuals who trade actively
through ICICI Securities on online platforms. ERS offers trading and advisory facilities, whereby
client is mapped to a Relationship Manager (Advisor) and can place orders through the advisor.
Further, clients can enter the orders online on their own through trading accounts

Institutional equities
ICICI Securities assists global institutional investors to make the right decision through well-
researched stock ideas and portfolio strategies. The research team tracks over 15 key sectors of
the Indian economy and publishes in-depth research reports every year. The equity group acts
as a bridge for institutional investors and corporate clients with the markets.
Portfolio management
Portfolio Management Service offers professional management of investments with an aim to
deliver superior risk adjusted returns. The portfolio is managed by seasoned professionals who
have considerable experience in equity markets. They manage the portfolio adhering to the
strategy communicated to the clients.
Loan
ICICI Securities offers wide range of loan options to its privileged customers at the most
competitive rates. The choice of lenders offers the flexibility to choose the best option for the
customer through expert team. Loans offered are Home Loans, Loan Against Property, Loan
Against Securities, Personal Loan, Auto Loan, Credit Cards and Business Loans and more.
Balance Transfer and Top-Up services for Home Loan and Loan Against Property which reduces
the EMI considerably and saves our customer's money are also offered.
Retail research
The research team focuses on both large cap as well as small and mid-cap. Large cap companies
provide an overview of industry environments, while small and mid-cap companies are chosen
'bottom-up', providing a unique perspective to a generally under-researched end of the market.
Business partner
ICICI Securities is a member of NSE & BSE and is registered as Broker. It provides business
opportunity to entrepreneurs by registering them as Sub-Brokers / Authorized Person. ICICI
Securities provides trading terminals through which the Sub-Broker can offer a range of
financial products like Equities, Derivatives, Currency Derivatives, IPO, MF, Bonds, Fixed
Deposits etc.
Another way to get associated with ICICI Securities is an Independent Financial Advisor. It gives
them access to a wide range of financial products like MF, IPOs, Bonds, Corporate Fixed
Deposits, etc.
One can also be associated as an Investment Advisor to sell a range of financial products like
IPO, Bonds, Fixed Deposits, etc. to their set of customers. In addition, they can also sell asset
products like Home Loans, Education Loans, etc. to the customers.
Marketing Activities
ICICI Securities are active on mainly 4 social media platforms namely:
o Facebook
o Twitter
o LinkedIn
o Youtube
On their official website they also show their CSR (Corporate Social Responsibility) activities
which tells people their values, beliefs and culture.

On their You Tube channel they explain the financial terms conceptually via some animated
video clips. These videos act as the base of the trust among the customers as they learn from
them so, for the services also customers trust their company to go to.
Along with the conceptual videos they also share some video clips from the CNBC channel
which they find relevant. This initiative shows their care and concern for the viewers to help
them understand and gain the knowledge regarding the industry.

They also provide an elegant info graph to show and explain why the customers should choose
them for the services. This provide customers a clarity and facts to make the decision.
 2. KOTAK MAHINDRA
Kotak Mahindra is one of India's leading banking and financial services groups. Kotak wealth
management in 2018, came out on top with a 13.6% uptick in AUM to reach USD33.63
billion. They offer a wide range of financial services such as,
Kotak Mahindra Bank Ltd
The Bank has four Strategic Business Units – Consumer Banking, Corporate Banking,
Commercial Banking and Treasury, which cater to retail and corporate customers across
urban and rural India.
Kotak Securities Ltd
Kotak Securities operate in five main areas of business:

 Stock Broking (retail and institutional)

 Depository Services
 Portfolio Management Services
 Distribution of Mutual Funds
 Distribution of Kotak Mahindra Old Mutual Life Insurance Ltd products
Kotak Mahindra Capital Company (KMCC)
Kotak Investment Banking (KMCC) is a full-service investment bank in India offering a wide
suite of capital market and advisory solutions to leading domestic and multinational
corporations, banks, financial institutions and government companies.
Services encompass Equity & Debt Capital Markets, M&A Advisory, Private Equity Advisory,
Restructuring and Recapitalization services, Structured Finance services and Infrastructure
Advisory & Fund Mobilization.
 Kotak Mahindra General Insurance Company Ltd
Kotak General Insurance caters to a wide range of customer segments & geographies,
offering an array of non-life insurance products like Motor, Health, Fire, etc.
Kotak Mahindra Prime Ltd (KMPL)
KMPL offers loans for the entire range of passenger cars, multi-utility vehicles and pre-
owned cars. Also, on offer are inventory funding and infrastructure funding to car dealers
with strategic arrangements via various car manufacturers in India as their preferred
financier.
Kotak Investment Advisors Limited (KIAL)
Kotak Investment Advisors Limited (KIAL), focuses on the Alternate Assets business of the
Kotak Group. KIAL has raised multiple funds across different asset classes and strategies
including Private Equity Funds, Real Estate Funds, Infrastructure Funds, Special Situations
Fund and Listed Strategies, all led by independent investment teams.
Kotak Mahindra Asset Management Company Ltd (KMAMC)
Kotak Mahindra Asset Management Company offers a complete bouquet of asset
management products and services that are designed to suit the diverse risk return profiles
of each and every type of investor.
Kotak Mahindra Banks use 3 social media platforms to promote their services
o Twitter
o LinkedIn
o Facebook
o You Tube

On You Tube they share the advertisement created to promote their products and
services. They also use celebrity endorsement for the promotion.
They also have their applications for digital use on both Android and iOS platforms.
On their official web site they not only tell why should a customer choose them but also
explain, why in general do we need a wealth manager. By explaining the reason behind they
are creating and enriching the need among the target audience and are being there with
them since the beginning so as when the potential customer understands the concept and
decides to tale the service they decide to go directly to them.
Wealth management firms
A wealth management advisor or wealth manager in a wealth management firm, is a type of
financial advisor who utilizes the spectrum of financial disciplines available, such as financial
and investment advice, legal or estate planning, accounting, and tax services, and retirement
planning, to manage an affluent client's wealth for one set fee.
 1. IIFL
IIFL Wealth Management Ltd. is an Indian wealth management firm,[3][4][5] and is part
of IIFL Group, headquartered in Mumbai, India. IIFL wealth posted the highest AUM
growth rate amongst the top 5 at 20.8% to hit US $21.38 billion. Following services are
provided by IIFL –
 IIFL-ONE
 Investment Products
 Treasury Advisory
 Lending Solutions
 Estate Planning
IIFL (India Infoline Finance Limited) Wealth Management is on multiple social media platforms
including:
o Facebook
o Twitter
o LinkedIn
o Instagram
o You Tube
On You Tube the company explains about their offerings, their work culture and
advertisements related to why customers should go for their company when it’s
about financial advisory.
Investment advisory firms
Bajaj Capital
Bajaj capital offers personalized investment solutions to individual investors, Non-Resident
Indians (NRIs), and High Net worth clients, among others. The NBFC reported a mere 2%
growth in its asset under management to ₹1.47 trillion at the end of March as against ₹1.45
trillion in the previous quarter.
It provides its customers an incredible range of financial products, such as mutual funds, fixed
deposits, bonds, insurance policies, stock investment options, and options for buying and selling
of real estate properties.
Bajaj Capital is active on 3 social media platforms namely:
o LinkedIn
 o YouTube
o Twitter
o Facebook

Independent financial advisors

1. Motilal Oswal:
Motilal Oswal Financial Services Ltd. is a reputed name in Financial Services with group
companies providing services such as Private Wealth Management, Retail Broking and
Distribution, Institutional Broking, Asset Management, Investment Banking, Private Equity,
Commodity Broking, Currency Broking, Principal Strategies & Home Finance.
As a retail broking customer, you can trade in Equity, Derivatives, Commodities, Currencies,
Mutual Funds, IPOs, Bonds, and Insurance through us. Trade on BSE, NSE, NCDEX & MCX
through the Web, Mobile, Desktop or Call-n-trade.
Marketing Objectives:
Motilal Oswal securities ltd have very specific marketing objectives and they are basically as
follows:
• Sales
• Maximization of resources
• Minimizing the cost

 Sales: To increase the sales of MOSL Mr. Harit Oberoi had started recruiting sales agent
for Motilal Oswal. Agents in the sense that person might be working in any of the firm
but that person should have already created a good network. So that these agents can
do the sales for Motilal Oswal these agents also get the training from Motilal Oswal at
free of cost in the Motilal Oswal’s office. Training including basic equity market and
basic product knowledge.

 Maximization of resources: In MOSL management uses their AMs (assistant managers)

and HNI (high net worth individuals). Some times for the better data and promotion
MOSL put hording and do promotional activity in higher societies or in corporate. These
promotional activities are done by agents and to help them or to assistant managers
assist the agents. As MOSL is concentrated only on high net worth clients they provide
data of that clients only who have account have big companies or banks.

 Minimizing the cost: For minimizing the cost MOSL had taken several steps such as stop
recruiting new comers or downsizing the staff. They have also started recruiting agents
so as to minimize the cost. MOSL is not paying any fixed salary to the agents but instead
of that they are providing higher incentives than their existing employees i.e. assistant
managers (AMs) or high net worth individual (HNI).

Motilal Oswal are active on mainly 3 social media platforms which are:
o LinkedIn
o Facebook
o Twitter
The company has mentioned Instagram as one of the platforms they are active on at their
official website but when clicked, the account does not exist.

Unique Features:
 Motilal Oswal along with the description of their services also provides information
regarding how a customer will benefit if he/she chooses their company for the financial
planning which makes it easier for the customers to understand them and also benefits
the company as it attracts the customers.
 They also provide a “WHY US” click on their site to help potential clients to understand
the company better and make the decision.
 They also provide articles on trading where customers can go have new insights about
the industry and the current scenario in the industry. This builds trust among the
customers for the company as the company is not only helping them with their finances
but also helping them understand about the industry better.
 To interact more and help the customers the company also conducts live webinar
sessions with experts.
 They are also active on Quora and help potential customers with their queries regarding
the credibility of the firm. This also ensures that potential customers do not get any
misinformation from any other non-reliable resources.
2. Avendus Capital PVT LTD
Avendus is a leading provider of customized solutions in financial services to
high-performing entrepreneurs and pioneers of the new-age economy. Avendus
Absolute Return Fund, the first Equity Long/Short Alternate Investment Fund (AIF) by
Avendus Capital Public Markets Alternate Strategies LLP, crossed the milestone of Rs
500 crore of assets under management within two months of its launch, in April 2017.
Following are the service offered by the company:

a) Asset Management
 Under this service the company delivers steady returns through variety of focused funds
with differentiated strategies.
Strategies
 Private equity investment strategy
Private equity investment strategy aims to generate superior returns through sector
specialization, partnership with dynamic and innovative entrepreneurs, and deep
post-investment value addition.

 Long Only Strategies

The long only investment strategy is focused on delivering absolute returns for
investors over the medium to long-term, with a strong emphasis on capital
preservation. Stock selection is bottom-up, with a focus on buying quality business,
which are predictable, scalable, have a competitive edge and most importantly,
consistently generate free cash

 Alternate Strategies
The Absolute Return Fund investment strategy is intended to produce absolute
returns for investors with less volatility than the overall stock market and low
correlation to conventional asset classes, across variety of market scenarios. The
fund seeks positive, risk adjusted returns through long and short positions in equities
and indices.
b) Credit Solutions
This service leverages cross-functional intellect to customize innovative and flexible capital
solutions.

 Structured Finance
This solution offers structured credit products to high-quality entrepreneurs and
businesses to meet their specific requirements. Products are largely tailored around
untapped cashflows and security, and exhibit characteristics of both debt and
equity.

 SME & Supply Chain Financing solutions

Avendus Finance offers trade finance facilities to vendors / dealers and distributors
MSMEs (Micro, Small and Medium Enterprises) linked to high-quality mid-market
(Sponsors).

 Structured Credit Fund

Avendus Structured Credit Fund 1 (Fund) is a Category II close ended investment
fund. The Fund has a target size of INR 250 crore with a greenshoe option of INR 250
crore.
The Fund invests in structured credit financing transactions yielding medium to high
teen returns and also evaluates participating in equity upside. Investment strategy of
the fund, is focused on mid-tier corporates and is sector agnostic except few sectors
such as infrastructure and real estate.
Avendus group demonstrates significant commitment to this Fund by participating
to the extent of at least 20% in each transaction through its Non-Banking Financial
Company (NBFC), Avendus Finance Private Limited (AFPL).
c) Investment Banking
This service harvests deep expertise to deliver high-quality mergers and acquisitions
(M&A) and private equity (PE) advisory services.
Solutions

 Mergers & Acquisitions

As part of its M&A advisory service, Avendus Capital provides strategic advice to
companies and private equity funds. Avendus Capital's reach within the mid-market
segment and relationships with financial sponsors gives it the ability to complete
transactions successfully. It also assists clients in obtaining transaction financing,
through its structured finance services, from banks, NBFCs and global funds – a
frequent requirement in such cases

 Private Equity Syndication

d) Wealth Management
This service of Avendus caters to UHNIs (Ultra-High Net Worth Individuals), families
and corporates.

 Family Offices
Company help manage the fiduciary, trust and estate businesses of multiple families
of high repute and provide them with investment prepositions which are
differentiated and strategic in value.

 Corporate Treasures
Avendus Wealth Management facilitates corporates to prudently manage their
surplus funds and advise over 50 corporate treasuries and manage treasury assets
worth USD 1.3 billion
 Ultra-High Net Worth Individuals
They cater to every need of their clients by providing them with customized portfolio
recommendations, taxation advice and succession planning.
They ensure strong portfolio governance through superior execution, risk mitigation
and deployment of continuous monitoring mechanisms.
Avendus company is active on 3 social media platforms namely:
o LinkedIn
o You Tube
o Twitter
Reference

https://www.motilaloswal.com/financial-services.aspx

https://www.motilaloswal.com/

https://www.icicisecurities.com/isec/Default.aspx

https://asianprivatebanker.com/india-2018-aum-league-table/

https://www.livemint.com/

https://www.avendus.com/india/newsroom/avendus-absolute-return-fund-crosses-rs-500-crore-in-
assets-under-management-aum

https://economictimes.indiatimes.com/markets/stocks/news/india-wealth-managers-buck-asia-trend-
with-18-asset-growth/articleshow/69632751.cms?from=mdr

https://www.moneycontrol.com/news/business/money-management-the-future-of-the-investment-
industry-in-india-3841851.html