Case Study On Strategic Management

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Sustainable Growth of Complete Circle Capital Pvt. Ltd.
Case
Personal author copy for Mamta Sharma. Downloaded on 28-Nov-2023.

This case was written by Mr. Vaibhav Datta ( Chandigarh Group of Colleges, Landran),
Ms. Mehak Maini (Chandigarh Group of Colleges, Landran), Ms. Ankita Sharma
(Chandigarh Group of Colleges, Landran), Ms. Mamta Sharma (Chandigarh Group of
Educational material supplied by The Case Centre
Copyright encoded A76HM-JUJ9K-PJMN9I
Colleges, Landran) and Dr. Smiti Jhajj (Chandigarh Group of Colleges, Landran).
It is intended to be used as the basis for class discussion rather than to illustrate either the
effective or ineffective handling of a management situation. This case was compiled from
a survey and various published sources and the majority of the information was derived
by interviewing the company's team.
©2022, Chandigarh Group of Colleges Landran. No part of this publication may be

copied,stored, transmitted, reproduced or distributed in any form or medium whatsoever
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Sustainable Growth of Complete Circle Capital Pvt Ltd.

* Mr. Vaibhav Datta (MBA 2nd semester, Chandigarh Group of Colleges, Landran)
**Ms. Mehak Maini (MBA 2nd semester, Chandigarh Group of Colleges, Landran)
***Ms. Ankita Sharma (MBA 2nd semester, Chandigarh Group of Colleges,
Landran)
**** Ms. Mamta Sharma (Assistant Professor, Chandigarh Group of Colleges,
Landran)
***** Dr. Smiti Jhajj (Associate Professor, Chandigarh Group of Colleges,
Landran)

Financial Service Industry
Financial service is a comprehensive term used to describe the various offerings within
the finance industry, encompassing everything from insurance and money management to
payments and digital banking technology. Due to the upsurge in income levels nowadays,
demand for financial services is also augmenting across income brackets. It's even
estimated that the investment corpus within the Indian insurance sector might rise up to $
1 trillion USD by 2025. With over 2,100 fintechs currently operating, India is becoming
one of the largest digital markets with the immense growth of mobile phones and the
internet. Cross-utilization of different channels has given India a huge advantage in
increasing the range of financial services.
Introduction of Complete Circle Capital Pvt Ltd
Building wealth is almost impossible without continuous financial planning and money
management, and the Complete Circle Capital Pvt. Ltd. acknowledges it well. It is the
fundamental motivation behind their current management of enormous amounts of
financial assets worth 1560 Crores. Moreover, they are handling clients to make
investments of over 100 Crores every 2 months. This firm has planned to lead the wealth
management industry by enlightening people about the significance of financial planning
and encouraging them to invest regularly. For that, they have developed a team of adroits
who have a combined experience of over 50 years.
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At present, Complete Circle Capital consists of 25 members and are planning to make it a
team of 100 in the upcoming 2 to 3 years. The members are interested in like-minded
people for the firm and believe in making new partners rather than recruiting employees.
Currently, they have a net worth of 15 Crores of combined PMS and CC-Digital
compounders.
Product Line

Source: Compiled by author

Journey of Complete Circle Capital Pvt. Ltd.
The definition of a Financial Planner was different from Mr. Gurmeet's point of view.
According to him, a financial planner is not a temporary advisor for one's financial
decisions. It should rather be a gatekeeper, knowing their finances, and a long-term
partner. The co-founder and CEO of Complete Circle Capital Pvt Ltd, Mr. Gurmeet
Chadha was Vice President & Investments Head- Northern Zone for Citibank holding
more than 15 years of experience in Private Wealth Management, Banking, and Mutual
Fund distribution. Having understood the bigger picture of financial planning and
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investing, in early 2015, Mr. Gurmeet realized that this was not the way he wanted to
deal with his clients. According to him, this business was made very transactional, which
was actually a serious one. From this, Complete Circle Capital Pvt Ltd. came up in his
mind.
It all started in the year 2015 with an initial investment of 10 lakh INR from their
personal savings to set out as a Mutual Fund distributor. It was not easy for the team to
jump into entrepreneurship as they dealt with tons of factors like being distressed at times
because of tepid response from the market, lack of trust from clients, newly started
startup tag, doubting their own decisions, and all these things were viciously testing their
patience. But, the commitment to entrepreneurship led them to success, said the founders
of Complete Circle Capital Pvt Ltd.

At the initial stage, Mr. Gurmeet Chadha withdrew some money from his provident funds
and deposited that into a bank which was enough to bear expenses for about 12 months.
As soon as the company was introduced, it was realized that this business requires a team
effort of financial experts and this is when the founder started approaching potential
choices for partnership. After four years, Mr. Ankush Pahuja, Partner and Business Head,
who has more than 16 years of experience across Banking and Private wealth
management, joined Complete Circle. The firm put a lot of effort into indulging the right
set of people with exposure to asset management, private banking, financial planning and
research. It was onerous to hire the initial 3-4 partners but as soon as the business started
emerging and the perceptions of the team towards investment and finances were actually
making success for the business, they finally grew up into a family of 25 people working
on portfolios of the investors. The network that was created with prior long banking
experience with the presence of some good friends also made things work. Using social
media as a major marketing tool, the company was thriving. They used up their past
banking experiences for building up loyal clients in this competitive market. In March
2016, they acquired one of their Delhi-based biggest clients. During their journey, they
came across several checkpoints which made them stronger.
There is an alluring story in Omaha, Nebraska, U.S, in the year 2017, where Mr. Gurmeet
went in 2017 to attend the annual general meeting at Berkshire Hathaway, an American
multinational conglomerate holding company owned by Mr. Warren Buffett. There were
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personal expenses incurred on all the endeavors made to hear the financial tycoon, that is
why they considered it as personal 'investment' rather than an expense where he imbibed
more about long-term investment and finance from Warren Buffet himself. There, at
Chicago airport, he met a television journalist Tanvir Gill, who was working with
Economic Times. He had an interaction and assisted her regarding the event she was
going to undertake. This is how they entered CNBC after this network building and their
different perspectives regarding investments when they got a call from Bombay to record
their financial approaches. Mr. Gurmeet successfully took up the opportunity through his
avenues of hard work and research which changed him as a professional. The quality of
research and advice he provided brought positive change for investors and even for their
own business. They knew that they were having a different perspective from their
competitors and started enforcing the same with clients by asking them to start early and

to put in various checkpoints to measure out their performance. They made people aware
of equity investing and PMS products and enabled widespread financial inclusion
through their financial literacy endeavors, which assisted them to make progress in their
journey of transforming India from a country of savers to a country of investors. They

followed the principle of a transparent advisory and client-centric approach which made
them hold an edge against their competitors. It assisted the firm in increasing the client
relationship and building up a name that people can trust. They strived to add value to all
stakeholders involved at each step. They made it easier for their clients to operate the
website and get access to investing in a hassle-free manner. With their enhanced and
customized wealth management solutions at the forefront, they even provided some
inclusions in their services bouquet which were Real estate, Succession planning, Tax
planning, Legal consultation, Philanthropy, and Angel investing.
Getting featured on television platforms leads to an increase in the manifolds of

responsibilities. All this added up to the trust the firm built with its clients. From the
journey of 2015 to 2022, they are distributors of third-party products and with all the
expertise, continuous research, innovation, and team efforts; they are now termed as
manufacturers of a Portfolio Management Service product. From the journey of a
fledgling with 10 lakhs to generating 100 crores every two months, the firm carries along
with its every task, the vision of transforming people of the country into investors from
savers.
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Complete Circle Capital Pvt Ltd. during Pandemic

It took a year and a half for the firm to reach its first 100 crores. The next 100 crores
took every six months and it was the pandemic time of the year 2019 when the business
crossed the turnover of 500 crores. The firm believes that the power of compounding
works everywhere. Moreover, they were very proactive in the covid period, reaching out
to the clients asking about their well-being, and taking care of their portfolios so that
their financial position stays stable and healthy in those intense times. Most importantly,
investment in digital abilities became the success factor. The company was already
investing in innovation and digitization earnestly, and this is how when the pandemic
hit, they were ready to the extent where others were not. Owing to these factors, there
was the fifth year where they were improving in leaps and bounds, as from march 2019

onwards they started adding 100 crores every two months.
Examining Competitive Strategies to sustain Growth

The financial and wealth management firm has achieved a substantial presence in the
market on the basis of its innovative and unique approach towards capital investments.
The firm has been successful in the industry as it has always believed in the ideology of
responsible change, a transition that is sustainable beyond boundaries, and pedagogy
based on financial literacy using technology. The Partners of the firm truly follow the
footsteps of the American business magnate, Warren Edward Buffett. They believe in
client-centricity and principles such as transparency, innovation, and responsible
transformation. The firm initially achieved success by continuously focusing on tracking
markets and trend analysis to target the appropriate segment and later on expanding to the
premium segment. They have developed an extensive distribution reach across the
country and offer a wide product portfolio to cater to all types of customers in the market.
India is a huge potential market for investment opportunities as a very small portion is
investing in the capital market. The fundamental objective behind financial planning is to
take control and give the clients financial independence. The firm distinguishes itself by
offering very different and forward investment perspectives; for instance, asking people
to start investing early and handling the capital as their own. In other words, the firm
investigates the wealth management industry's value proposition and chooses to respond
to client demands.
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The firm has always focused on consistency to stay ahead of its competitors in such a
competitive market. It has become a licensed organization to design Portfolio
Management Services (PMS) products. The firm's next target includes, introducing a new
product called, Complete Circle Digital Compounders.
Model used to sustain growth strategies
The present business model of complete circle capital pvt ltd has used the Ansoff matrix
as its growth strategy. The Ansoff matrix is also called Product/Market Expansion Grid,
is a tool used by the entrepreneurs' businesses to analyze and plan their strategies for
growth. The matrix shows four strategies that can be used to help a firm to grow and also
analyzes the risk associated with each strategy.

Source: http:/CorporatefinanceInstitute.com
● Market Penetration – The concept of increasing sales of existing products into an

existing market.
They have laid down "trust" as the foundation for their organization and used the market
penetration strategy using their differentiated approach i.e "the straightforward
transparent advisory". As they were not just asking their clients to put their money inside
and they are going to maximize their return or to get them a great deal of returns in
exchange, rather they have tried putting the investors interest as their prime concern.
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They accepted their failures with humility and never tried to obscure their losses to
maintain absolute transparency.
● Market Development – Focuses on selling existing products into new markets.
They started providing the NRI services which are categorised under "Non Resident
External Account" and "Non Resident Ordinary Account". They assisted Non-resident
Indians to invest in mutual funds through their product and even provided taxation
benefits to NRE accounts. They made their products flexible as per the investor's risk
appetite.

● Product Development – Focuses on introducing new products to an existing
market.
They set up as a Mutual Fund distributor but haven't stagnated themselves and got
licenced to start working on their own Portfolio Management Service. Then they have
incorporated Real estate, Succession planning, Taxation planning, Legal consultation,
Philanthropy and Angel investing inside their financial planning outlet. They believed in
innovation and treated it as their best investment. That's the reason, presently they are
working on another product, namely "Complete Circle Digital Compounders" .
● Diversification – The concept of entering a new market with altogether new

products.
They never limit themselves towards a particular market segment or a product and work
on diversification by designing their product for a complete set of people. They always
strive to be flexible as per the desire of the people doesn't matter, whether they are
planning for Retirement, Education, Marriage, Dream house, Vacations, or any other kind
of goals.
Conclusion:
In conclusion, Complete Circle Capital Pvt. Ltd. aims to foster a culture of equity
investing across generations and increase trust in long-term financial investments. To
accomplish the aim, they put a lot of emphasis on hiring the right set of people with
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acquaintance to asset management, private banking, financial planning and research.

They encountered numerous checkpoints along the course, which encouraged them. The
foundations of financial planning and money management are well acknowledged by
Complete Circle Capital Pvt. Ltd.
The firm has attained an extensive presence in the market on the basis of its pioneering
and distinctive approach towards capital investments. It has been efficacious in the
industry as it has forever believed in the philosophy of responsible change, a conversion
that is justifiable beyond limitations. At present the firm consists of 25 members, with
whom it covered an astounding journey originating from 10 lakhs to producing 100
crores every two months, the firm envisions the transformation of individuals into
intelligent investors from savers.

The firm shadowed the belief of a transparent advisory and client-centric approach along
with the Ansoff matrix as its growth strategy which provided them the much-needed edge
against their competitors. It assisted the firm in enhancing the client relationship and
building up trust.

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322-0333-1

Personal author copy for Mamta Sharma. Downloaded on 28-Nov-2023.

©2022, Chandigarh Group of Colleges Landran. No part of this publication may be

Sustainable Growth of Complete Circle Capital Pvt Ltd.

Personal author copy for Mamta Sharma. Downloaded on 28-Nov-2023.

Introduction of Complete Circle Capital Pvt Ltd

Personal author copy for Mamta Sharma. Downloaded on 28-Nov-2023.

Source: Compiled by author

Personal author copy for Mamta Sharma. Downloaded on 28-Nov-2023.

Personal author copy for Mamta Sharma. Downloaded on 28-Nov-2023.

journey of transforming India from a country of savers to a country of investors. They

Getting featured on television platforms leads to an increase in the manifolds of

Complete Circle Capital Pvt Ltd. during Pandemic

Personal author copy for Mamta Sharma. Downloaded on 28-Nov-2023.

Examining Competitive Strategies to sustain Growth

Model used to sustain growth strategies

Personal author copy for Mamta Sharma. Downloaded on 28-Nov-2023.

● Market Penetration – The concept of increasing sales of existing products into an

● Market Development – Focuses on selling existing products into new markets.

Personal author copy for Mamta Sharma. Downloaded on 28-Nov-2023.

● Diversification – The concept of entering a new market with altogether new

acquaintance to asset management, private banking, financial planning and research.

Personal author copy for Mamta Sharma. Downloaded on 28-Nov-2023.

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