A FINAL REPORT ON

“FINANCIAL SERVICES”
COMPANY NAME: ANGEL BROKING

SUBMIITED TO SUBMITTED BY

PROF.JYOTHI CHITTINENI RUBBLE BAGRI

19BSPHH01C0960

Contents
INDUSTRY ANALYSIS.....................................................................................................................3
INDUSTRY ANALYSIS USING POTERS FIVE FORCES MODEL........................................4
INTRODUCTION...............................................................................................................................6
SWOT ANALYSIS..........................................................................................................................7
ANGEL PRODUCTS AND SERVICES............................................................................................8
COMPETITORS ANALYSIS..........................................................................................................11
INDUSTRY ANALYSIS
The country’s financial services sector consists of capital markets, insurance sector and non-
banking financial companies (NBFCs). India’s gross national savings (GDS) as a percentage
of Gross Domestic Product (GDP) stood at 30.50% in 2019. In 2019, US$ 2.5 billion was
raised across 17 initial public offerings (IPOs). The number of Ultra High Net Worth
Individuals (UHNWI) are estimated to increase to 10,354 in 2024 from 5,986 in 2019 and is
ranked 12th on the list of countries with most such people.
India has scored a perfect 10 in protecting shareholders' rights on the back of reforms
implemented by Securities and Exchange Board of India (SEBI) in the World Bank's Ease of
Doing Business 2020 report.
The asset management industry in India is among the fastest growing in the world. In March
2019, corporate investors Assets Under Management (AUM) stood at Rs. 9.55 lakh crore
(US$ 136.59 billion), while HNWIs and retail investors reached Rs. 7.52 lakh crore (US$
107.55 billion) and Rs. 6.30 lakh crore (US$ 90.12 billion), respectively. In the Asia-Pacific
region, India is among the top five countries in terms of HNWIs. The number of HNWIs in
India reached 263,000 by end of 2019. Between 2014 and 2019, number of HNWIs in India
saw a steady rise, growing at a CAGR of 3.9%.
Mutual Fund (MF) industry’s AUM grew from Rs. 10.96 trillion (US$ 156.82 billion) in
October 2014 to Rs. 25.48 trillion (US$ 361.59 billion) in June 2020. Inflow in India's mutual
fund schemes via the Systematic Investment Plan (SIP) route reached Rs. 82,453 crore (US$
11.70 billion) in 2019. Equity mutual funds registered a net inflow of Rs. 8.04 trillion (US$
114.06 billion) by end of December 2019.
The Government of India has taken various steps to deepen reforms in the capital market,
including simplification of the IPO process, which allows qualified foreign investors (QFIs)
to access the Indian bond market. In 2019, investment in Indian equities by foreign portfolio
investors (FPIs) touched five-year high of Rs. 101,122 crore (US$ 14.47 billion). Investment
by FPIs in India’s capital market reached a net Rs. 12.52 lakh crore (US$ 177.73 billion)
between FY02-21 (till August 10, 2020).
The Government has also approved 100% FDI for insurance intermediaries. The insurance
sector could be opened to 74% FDI from the existing 49%.
suddenly, everything was different. Having taken hold of daily life worldwide, the
Coronavirus has pulverized almost all annual planning and economic forecasts within weeks.
Now it is important to keep a clear mind and purposefully navigate through these uncertain
times. Banks and financial services providers must and can contribute significantly to
eventually overcoming this global economic crisis in the best possible way.
COVID-19 has taken the world into a state of emergency. The economy is losing its balance
and countless once solid entrepreneurs and companies are sent into a tailspin. The stock
market has also gone mad, resulting in an urgent need for consulting among the many
alarmed investors. Quick solutions and immediate support measures are now required.
Governments have already reacted and put together comprehensive rescue packages that must
now reach those businesses and freelancers who urgently need them.
n this turmoil created by the COVID-19, the economy broking business is undergoing a
disruptive transformation where innovative technologies will play a big role is creating a new
target operating model that will be more “efficient” and have a “human touch” in execution.
For decades, the ecosystem has lacked the proficiency of multi-party dealings involving
carriers, brokers and insureds. Now though, the disruption could result in a focused vision
and common architectural paradigm to enable Large/ Wholesale brokers, Retail brokers and
MGA’s to sell using technical info, processes such as New Business acquisition, Risk
placement and Customer servicing.
The brokerage firm is also impacted by the retail investors as there is still no clarity on the
deeper impact it has on business. Retail investors have had major loss in earnings due to
which they have reduced investments.

INDUSTRY ANALYSIS USING POTERS FIVE FORCES MODEL

1)SUPPLIERS
NSDL & CSDL are the regulatory bodies for Depository Participants like SSKI,
SHCIL, ICICIdirect.com, etc. Also these regulatory bodies have got an upper hand as
the bargaining power stock broking houses like SSKI, etc. would be less. NSE & BSE
are playgrounds where common an investor trade through stock broking houses, for
which they have to take permission from NSE/BSE.NSE & BSE are under the purview
of SEBI, that’s why stock broking houses like SSKI, have low bargaining power. But
here there is one advantage that NSE/BSE have i.e., they cannot go for forward
integration.

2) BUYERS
There are various types of investors who trade through stock broking houses like
SSKI, which includes investors like small investors, medium net worth investor
business partners, institutional investors and mutual fund companies Here the
bargaining power of stock broking houses depends on how big the investor is.So here
we can say that bargaining power of stock broking houses is high in case of small
investors & HUF.While the bargaining power is moderate in case of HNI (High New
Worth Investors)/ MNI’s (Medium Net Worth Investors) and business partners.But the
in case of mutual fund companies and institutional investors bargaining power is
less.There is competitive buzz in stock broking industry; competitors are offering low
brokerage and best services with added feature. So switching cost is pretty much less.
So the buyer can easily switch over to competitors product.

3)COMPETITORS

The company is facing the competition from local as well as national level players.
The local players provide facility for off-line trading while the national players like
ICICIdirect.com and Kotakstreet.com, HDFC Security provide online trading
services.There are also other big names like Indiabulls, Motilal Oswal, 5paisa and
Marwadi encircles the company form both the sides by providing online and off-line
trading with competitive services.

4)POTENTIAL ENTRANT

The potential entrants in like Investmart, Jeojit and Cipher which are coming in near
future to Rajkot City. Nationalized banks are also thinking to enter in this field by
tying up with broking houses. E.g. Bank Of Baroda.

5)SUBSTITUTE

Here substitutes are such instruments which can be used instead of investing in shares.
The instruments like Bank FD, insurance, mutual funds are the substitutes. If the use of
this instruments increases this may be disadvantage for the stock broking houses. The
companies and banks which are having these instruments can plunge into this industry
INTRODUCTION

ANGEL BROKING

It began in 1987. It emerged as one of the most respected stock broking. Angel broking is one
of the largest retail broking houses in India in terms in India in terms of active client. Angel
Broking Limited (formerly known as Angel Broking Private Limited) is a member of the
Bombay Stock Exchange (BSE), National Stock Exchange (NSE), Metropolitan Stock
Exchange of India (MSEI), NCDEX & MCX. Angel Broking Limited (formerly known as
Angel Broking Private Limited) is also registered as a Depository Participant with CDSL. It is
committed with providing “Real value for Money” to all its clients.

Vision
To Provide best value for money to investors through innovative products,
Trading/investment strategies, state of art technology and personalised services

Evolution of Angel Broking

Angel broking Mr. Dinesh Thakkar chairman and Managing Director Angel Broking started
this Journey as a Sub Broker in 1987 with 3 employees and 25 Clients.
Market cap of Angel Broking is 2822.4 crore .

SWOT ANALYSIS
STRENGTHS WEAKNESSES

• Experienced player in the market • Angel still could not meet the
• Broad product range fuller customer satisfaction
• Wide range of distribution • There is a stiff competition
network from the banks
• Marketing team is proficient • After sale services
enough to cover various • Software problems
segments
• Excellent image in the market
• Customer Orientation
• Efficient and Skilled Manpower
• Excellent image in the market
• Investment Advice
OPPORTUNITIES THREATS

• Ever increasing market in • Price war

investment field • Substitute products
• Emerging new technology • Computer literacy in the
• Unfilled needs of the customer prospect investors
• Education level • New competitors
• Untapped market • Technology based business
 ANGEL PRODUCTS AND SERVICES
1. Portfolio Management Services
Managed by Prominent Fund Manager by understanding client risk and return, giving
a choice of different scheme to suit every investor preference by catering to
Individuals, HUF, Corporate, NRI..
2. Angel Commodities
It provides services through branches and regional hubs. Trading and Relationship
management services in Bullion , Base Metals, Energy & Agri.Futures it also give
Opportunities in hedging & portfolio diversification, speculation & arbitrage Training
& Educational Seminars on Commodities
3. Currency Futures
Comprehensive coverage on Currencies (‘Rupee’ to ‘Euro’, ‘Dollar Index’ to ‘Yen’)
and reports covering in-depth fundamentals of the currencies.Latest economic data
releases with their likely impact, along with “Technical levels”Comprehensive reports
on currencies ideally suited for any investor / trader.
4. Margin Funding
Facility to allow clients to take higher exposure and also giving instant liquidity for
clients . Margin is deposited in Cash as well as Collaterals Enabling Clients grab
Earning Opportunity.
5. Demat Account
Initially, stocks and shares used to be exchanged via physical receipts called
certificates. However, this resulted in lengthy paperwork and took up a lot of time. To
counter this and to take advantage of an electronic trading platform which was
gaining traction in West and the Asian Markets, the process of dematerialisation
(demat) of shares was initiated in 1996. Physical share certificates were converted
into electronic form securities of equivalent number and price and were credited to the
investor’s demat account. Thus, the advent of trading commenced this way.
6. IPO Account
or a company to grow, it will need funds. After a certain point, the owners or
promoters will find it challenging to find funds for expansion and growth from their
resources. So they look for other sources of funding. They have two options – they
can either borrow from banks or go public and come out with an initial public offering
(IPO). Borrowing from banks is a less desirable option because they have to pay
 interest, and will have substantial debt on their books. For investors, IPOs are an
opportunity to cash in on a new company’s growth story. However, to invest in these,
you would need an IPO account.
7. Loan Against Share
Loan Against Securities (LAS) is a kind of overdraft facility that allows you to pledge
your securities as collateral to avail a loan. It is an easy way to receive a line of credit
without selling your securities during a market downturn. Now leverage your
investment capacity and receive a loan up to 80 per cent on a wide range of financial
instruments.
Enjoy instant liquidity without any forecloser charge and pay interest only on the
amount you have used. Loan against securities is a unique financial service that
allows you the dual advantage of maintaining ownership on your investment and at
the same time reaping their benefits.
8. Investment and Stock Advisory services
An investment advisory firm will help you decide what to do with your money. They
are professionals with a fundamental understanding of money management, which
they use to construct personalised financial plan that is targeted to achieve your
financial goals.When it comes to investment advisory, it also includes wealth
management, budgeting, savings, and more - it is a more holistic solution. Investment
advisors regularly check on their clients and evaluate the plan as needed.
9. Intra Day Trading Account
There are two primary ways stocks create wealth. One is through long-term
appreciation. This involves buying a stock and holding it for several years, profiting
from the growth of the company. On the other hand, day trading (through an intraday
account) is where shares are bought and sold the same day. The profit would be the
difference between the buying and selling price.
10. Mutual Fund
Tie- ups with all major AMCs .Dedicated Relationship Manager for Business Partners
Exclusive MF Research Reports by Angel (Daily/ Weekly/Monthly Mutual Fund
Reports). MF portfolio as per investment financial Goal .
The platform of Angel Broking also provide information related to daily report on
 Fundamental Research
Top picks -Angel Top Picks report provides a list of best stocks to invest now,
carefully selected from within well researched coverage. With clear price
objectives and strong potential upsides you can base your portfolios on these picks
to beat markets.
Company Report latest detailed reports on 150+ frontline stocks, with actionable
investment recommendations and high quality analysis that is the hallmark of
acclaimed research. Company reports include result updates as well as detailed
initiating coverage reports on new ideas.
 Technical Research
Daily Report -Trading for the week began on a cheerful note owing to favorable
cues from the global peers
Weekly Report and Rollover Reports

 Content Research
It consist of various company report, fundamentally top pick updates and Angel
Blog

 Market updates
It gives updates on commodity market, Arbitrage trading .

1.
COMPETITORS ANALYSIS
1) ICICI Direct

ICICI Web Trade Limited (IWTL) maintains www.icicidirect.com (herein

after referred to as the "Website") whereas IWTL is an affiliate of ICICI
Bank Limited and the Website is owned by ICICI Bank Limited.

IWTL has launched and established an online trading service on the Website.
2) INDIA BULLS

Indiabulls Securities Limited was incorporated as GPF Securities Private

Limited on June 9, 1995.ISL is a corporate member of capital market &
derivative segment of The National Stock Exchange of India Ltd.At
present, ISL accounts for approximately 3% of the total daily turnover of
the Exchange with 32,359 client relationships and 70 branches spread
across the country as of April 30, 2004.
3) SHAREKHAN

Sharekhan is the 5th largest retail brokerage firm in India in terms of customer base [1].

 Sharekhan is one of the pioneers of online trading in India. It offers a broad range of
[2]

financial products and services including securities brokerage, mutual fund

distribution, loan against shares, ESOP financing, IPO financing and wealth
management.
4) MICROSEC CAPITAL
 A/c Brokerage AMC Trading Interest Debit Mode of Margin Software
COMPANY Opening (Intraday, Exposure Rate Period Trading Money used
Charges Delivery)

Microsec NIL 3p,30p Rs350pa 5 times 18% T+2 Online/ Rs5000 NOW
Capital Ltd Offline

NIL 5p,50p 1st yr free, 4-6 times 19% T+4 Online/ Rs5000
Sharekhan 2nd yr Offline
Rs400

Rs750 50p,75p Rs500pa 3-4 times 18% T+2 Online/ NIL Accesed
ICICI Direct Offline through net

Rs900 3-4p, NIL 4-5 times 17% T+2 Online/ NIL Power
Indiabulls 30-40p Offline India Bulls

Angel Rs660 3p,20p Rs225 4-6 times 18% T+2 Both Rs5000
broking online /10,000
/
Offline

Microsec Capital Limited operates as a financial services firm. The Company provides
investment banking, equity and commodity brokerage, currency futures, insurance
brokerage, wealth management, and financial products and services. Microsec Capital
offers its services to retail investors, high net worth individuals, companies, and
institutions.
 Its market Capitalization in terms of its competitors stood at 2856 crore lesser than its
other listed competitor.
Net price to
Stock current price profit book Dividend Yield yet profit YOY growth
Angel Broking 349.2 74.48 4.83 1.19% 3.15%

Angel Broking has following strength in terms of its competitors -

 One of the largest retail broking houses with strong brand equity
 Ensuring client satisfaction through the implementation of advanced technology and
digitisation
 Strong client base through our online and digital platform, trading terminals and sub-
broker network
 Significant market share in the cash and commodity segment
 Track record of continuous growth and strong financial performance
 Proven and Experienced Management Team and Execution Strength