Muhammed Samil Musthafa

18206028
 ABOUT HEL

Hedge Equities Limited (HEL) is a Kochi-based non-

deposit taking NBFC, registered with the Reserve
Bank of India.
The company was founded by Mr Alex K Babu in
2011. 
HEL has established itself as the best broking
company in kerala.
 Mission and Vision

MISSION

To create an ethical and sustainable financial service

platform for their customers, partner and train them
to build business and to provide employees with
meaningful work, self- development, progression
and to achieve a consistent and competitive growth
in profit and earnings for their shareholders and
staff.
 VISION

Ever since its inception, Hedge Equities has been a

household name among the masses owing their
success to timely Professional financial assistance to
their clients. This aptly articulates their vision of
'Evolving into a financial supermarket which will be
a one stop shop for all financial solutions'.
ORGANISATION STRUCTURE
 Products and Services Offered

Online trading
Derivative trading
Knowledge Centre
Commodities Research
Portfolio Management Services
 Corporate Governance

Managing Director - ALEX K BABU

Director - BOBBY J ARAKUNNEL
Director - PRADEEP KUMAR C
Independent Director - JOHN GEORGE
 Corporate Social Responsibility Activities

Hedge Aashiyana Project

Hedge Aashiyana is a project implemented for
construction of 200 houses for the flood victims in
Kerala. The construction of the houses is planned in
the worst flood affected areas like Paravoor, Alwaye,
Chengannoor, Aaranmula, Thiruvalla, Kozhencherry,
Kuttanad, Kumarakom, Thodupuzha, Malapuram,
Chellanam, Trichur and Idukki.
 Healthcare

The Hedge Group is committed to the cause of

providing quality healthcare facilities to the
underserved and the unreached sections of the
society. Project Snehasraya is one such effort in this
direction. Through this healthcare outreach
programme,
Support to Research in Renal Diseases

The Hedge Group has instituted an award for the 'Best

Researcher in Renal Diseases', in collaboration with
the Kidney Research Foundations in Kerala and Tamil
Nadu to promote medical research in this field.
 Functional Areas of the Organisation

Client relation Department

Finance Department
Marketing Department
Systems Department
Human resource Department
Trading Department
Delivery & Depository Department
 PESTLE Analysis

PESTEL analysis provides great detail about operating

challenges Discover Financial Services will face in
prevalent macro environment other than competitive
forces. For example an Industry may be highly
profitable with a strong growth trajectory but it won't
be any good for Discover Financial Services if it is
situated in unstable political environment. 
 Political Factors

Political stability and importance of Credit Services sector in the

country's economy.
Risk of military invasion
Level of corruption - especially levels of regulation in Financial sector.
Bureaucracy and interference in Credit Services industry by
government.
Legal framework for contract enforcement
Trade regulations & tariffs related to Financial
Favored trading partners
Pricing regulations – Are there any pricing regulatory mechanism for
Financial
Taxation - tax rates and incentives
 Economic Factors

Type of economic system in countries of operation – what type of

economic system there is and how stable it is.
Government intervention in the free market and related Financial
Exchange rates & stability of host country currency.
Education level in the economy
Labor costs and productivity in the economy
Business cycle stage (e.g. prosperity, recession, recovery)
Economic growth rate
Discretionary income
Unemployment rate
Inflation rate
Interest rates
 Social Factors

Demographics and skill level of the population

Class structure, hierarchy and power structure in the
society.
Education level as well as education standard in the
Discover Financial Services ’s industry
Culture (gender roles, social conventions etc.)
Entrepreneurial spirit and broader nature of the
society. Some societies encourage entrepreneurship
while some don’t.
Attitudes (health, environmental consciousness, etc.)
 Technological Factors

Recent technological developments by Discover

Financial Services competitors
Technology's impact on product offering
Impact on cost structure in Credit Services industry
Impact on value chain structure in Financial sector
Rate of technological diffusion
 Environmental Factors

Laws regulating environment pollution

Air and water pollution regulations in Credit
Services industry
Recycling
Waste management in Financial sector
Attitudes toward “green” or ecological products
Endangered species
Attitudes toward and support for renewable energy
 Legal Factors

Anti-trust law in Credit Services industry and overall

in the country.
Copyright, patents / Intellectual property law
Consumer protection and e-Trading
Employment law
Health and safety law
Data Protection
 SWOT Analysis

Strength
Good location
Experienced employees in terminals
Cooperative and friendly environment
Employees promotion policy
Effective communication
Active and loyal customers
Organisational structure
 Weakness

Infrastructure of the branch

Lack of motivation in employees in terms of fringe
benefits and bonus
Suggestions for offline customers
Customer management
Human resources vacancies not replaced on time
Lack of cashing on brand name
 Opportunities

Huge market of working professionals in

koramangala branch.
Target commerce and finance students of nearby
colleges
Target customers who just stared earning
Tailored products and services
Innovative ideas required to attract customers who
do not have
time to trade.
 Threats

Competition
Market volatility
Advertisements
Uncertain projection
Attrition rates of trainees
Cut throat competition in terms of brokerage charges
 Boston Consulting Group (BCG) Matrix

The BCG growth-share matrix breaks down products into four

categories: dogs, cash cows, stars, and “question marks.” Each
quadrant has its own set of characteristics.
Cash-Cow:
Products that are in low-growth areas but for which the company
has a relatively large market share are considered “cash cows,”
and the company should thus milk the cash cow for as long as it
can.
Direct Equities
Mutual Funds
Estate Planning Products
Retirement Planning Products
 Stars:

Products that are in high growth markets and that

make up a sizable portion of that market are
considered “stars” and should be invested in more.
Liquidity Management Solutions
Commodities
 Question:

Questionable opportunities are those in high growth

rate markets but in which the company does not
maintain a large market share.
Loans and Services
Insurance
 Dog:

Product has a low market share and is in a low rate

of growth, it is considered a “dog” and should be
sold, liquidated, or repositioned.
Structured Products
 Corporate Strategy

 Hedge Equities LTD also realized their cultural allegiance

to only few asset classes like Real estate, Gold and Bank
deposits. Their mission towards financial freedom
revolves around the core logic of “Goal based financial
planning “and” Dynamic Asset Allocation “. The unique
selling point of our Wealth management business is that
they are a "Retail wealth" company where they don't put a
minimum capital for our clients. They believe, starting an
SIP is the basic step towards wealth creation and our
mission will be called a success when they help people
script stories of “Financial freedom”.
 Business Strategy

Hedge Equities Ltd now brings a privilege service to its

selected group of customers. This unique investment model
called Priority Client Group (PCG) offers exclusive and in-
depth research and analysis result to the client. These
scientific data about the capital market are highly effective in
accurately identifying the most favorable stocks.
This is achieved through a special team comprising financial
advisors, stock market experts and customer service
professionals. A minimum investment amount of Rs.10lakh is
required to join the Hedge Priority Client Group (PCG).When
you become a member, the stock market opportunities are
maximized and the investment process is transformed into a
profitable experience.
 Functional Strategy

In the recent years, Equity Market has become an

attractive mode of Hedging. The origin of commodity
derivatives can be traced back to the olden days, where
the farmers, manufactures and merchants had to
protect themselves from their product's price
fluctuations. Indian markets have recently thrown
open a new avenue for retail investors and traders to
participate in commodity derivatives trading.
 FINDINGS

Management is giving adequate recognition for achievements.

The company provides sufficient training in a separate institute
called “hedge school of applied economics’.
Majority of the employees agree that working environment is
comfortable and sufficient resources are available.
There is a good relation between the management and
employees.
Welfare facilities are adequate for the employees.
Separate departments for looking into customer queries are
established in the organization.
Customer satisfaction is the main objective of the organization.
 SUGGESTIONS

Improve internal communication.

Implement strategies to control attrition rate.
Increase promotional activities to compete in the
market.
Give awareness about ethical market practices.
 CONCLUSION

The objective of the programme was to gain practical knowledge on

the overall functioning of the Organization and its various
departments .during the study, a lot of practical knowledge have
been gained about the financial service industry .this study
proved to be helpful in gaining idea about the various activities
undergone in a real life business situation .also it helped me to
gain more information about the present condition prevailing in
the financial service industry and their strategies that will prove
beneficial for me in future ventures This report give an insight
about the company and its various functions ,the objective of the
company and how the company tries to achieve these objectives
.it was a great experience to do my organizational study in an
organization like Hedge equities (P) ltd.