Birla Project[2]

8/9/2019 Birla Project[2]

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STUDENTS DECLARATION

I, the under signed Hussain.A.Namakwala, hereby declare and

confirm that work done by me is original and true to the best of my knowledge

and belief. It is the result of my efforts and dedication. Moreover it has been

approved by the management of BIRLA SUN LIFE MUTUAL FUND

BHARUCH BRANCH and does not contain any material objectionable to

them. This project is just a part of my college curriculum and will not be used

elsewhere.

Date: Signature

( )


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GUIDES CERTIFICATE

This is to certify that Hussain.A.Namakwala the student of MBA has

carried out the project work as per the syllabus of Punjab Technical

University. He prepared this Grand Project Report on Performance

Measurement at Birla Sun Life Mutual Fund Bharuch Branch under my

guidance and his contribution in making this report during the academic year

2010 -2011 is highly appreciated.

To the best of my knowledge the details presented by him are original in

nature and have not been copied from any other source. Also this report has

not been submitted earlier for the award of any degree or Diploma in Punjab

University or any other University.

Date: Signature

Place: Bharuch ( )


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]

Acknowledgement

Meeting together is the beginning, Keeping together is progress,

Thinking together is unity, & Working together is fulfillment.

At the outset, I would like to mention that my project is the result of valuable

support & Co-operation I have received from college & company right from

beginning to its completion.

My heartiest thanks to our director general Dr.George Judah , our CoordinatorMs. Sunetra Gaitonde my project guide Prof.Maneesha Dhavraay & all

faculties of MBA for guiding & giving me such opportunity.


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It has been an honour and great opportunity for me to associate myself with Birla

Sun Life Mutual Fund at Bharuch Branch for my Grand Project.

I am very much thankful to Mr. Maulik Patel (Branch Manager of Birla SunLife

Mutual Fund Bharuch Branch) my project guide who guided me a lot and from

whom I learnt about the field of Mutual Fund.

And at last I would like to thankful to each & every person who directly &

indirectly helped me in my training & project.

Hussain

PERFORMANCE MEASUREMENT & ANALYSIS OF MUTUAL FUNDCOMPANIES (EQUITY SCHEMES)


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Mutual Funds: An overview

Emergence of Mutual Funds


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Mutual Funds now represent perhaps the most appropriate investment

opportunity for most small investors. As financial markets become more

sophisticated and complex, investors need a financial intermediary who

provides the required knowledge and professional expertise on successful

investing. It is no wonder then that in the birthplace of mutual funds- the

U.S.A the fund industry has already overtaken the banking industry, with

more money under mutual fund management than deposited with banks.

The Indian mutual fund industry has already opened up many exciting investment

opportunities to Indian investors. We have started witnessing the

phenomenon of more savings now being entrusted to the funds. Despite the

expected continuing growth in the industry, mutual fund is still a new financialintermediary in India.

Introduction

A Mutual Fund is a trust that pools the savings of a number of investors who

share a common financial goal. The money thus collected is invested by the fund

manager in different types of securities depending upon the objective of the

scheme. These could range from shares to debentures to money market

instruments. The income earned through these investments and the capital

appreciations realized by the scheme are shared by its unit holders in proportion

to the number of units owned by them (pro rata). Thus a Mutual Fund is the most

suitable investment for the common man as it offers an opportunity to invest in a

diversified, professionally managed portfolio at a relatively low cost. Anybody

with an investible surplus of as little as a few thousand rupees can invest in

Mutual Funds. Each Mutual Fund scheme has a defined investment objective

and strategy.

A mutual fund is the ideal investment vehicle for todays complex and modern

financial scenario. Markets for equity shares, bonds and other fixed income

instruments, real estate, derivatives and other assets have become mature and

information driven. Price changes in these assets are driven by global events


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occurring in faraway places. A typical individual is unlikely to have the

knowledge, skills, inclination and time to keep track of events, understand their

implications and act speedily. An individual also finds it difficult to keep track of

ownership of his assets, investments, brokerage dues and bank transactions etc.

A mutual fund is the answer to all these situations. It appoints professionally

qualified and experienced staff that manages each of these functions on a full

time basis. The large pool of money collected in the fund allows it to hire such

staff at a very low cost to each investor. In effect, the mutual fund vehicle exploits

economies of scale in all three areas - research, investments and transaction

processing. While the concept of individuals coming together to invest money

collectively is not new, the mutual fund in its present form is a 20

th

centuryphenomenon. In fact, mutual funds gained popularity only after the Second World

War. Globally, there are thousands of firms offering tens of thousands of mutual

funds with different investment objectives. Today, mutual funds collectively

manage almost as much as or more money as compared to banks.

A draft offer document is to be prepared at the time of launching the fund.

Typically, it pre specifies the investment objectives of the fund, the risk

associated, the costs involved in the process and the broad rules for entry intoand exit from the fund and other areas of operation.

There are different entities involved in the Mutual Fund, like Sponsor, Asset

Management Company, Trustee, Custodian, Registrar, Bankers, Transfer Agent

Unit Holder & SEBI.

Mutual Fund simply pool the saving from investors, invest them in different

securities, Generate good return and finally pass it in the hands of investors. Sothere is one chain, which we can see below.


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Structure of Mutual Funds in India.

Like other countries, India has a legal framework within which Mutual Funds must

be constituted. India has unique structure as Unit Trusts, all the funds open end

or closed end, are governed by the same regulation and the regulatory body, the

SEBI. The structure that is required to be followed by mutual funds in India is laid

down under SEBI (Mutual Fund) Regulations, 1996.

Organisation of Mutual Fund


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Unit-Holder

Unit holder are the beneficiaries, who invest their money in the different schemesof Mutual Fund, as per their own investment objectives. Mutual Fund in India are

open for investment by;

a) Residents including

Resident Indian individuals, including high net worth individuals

and the retail or small investors

Indian Companies

Indian Trust/ Charitable Institutions Banks

Non-Banking Finance Companies.

Insurance Companies

Provident Funds


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b) Non-Residents, including

Non-Resident Indians

Other Corporate Bodies

c) Foreign Entities Namely Foreign institutional Investors (FIIs) registered

with SEBI.

Sponsor

Sponsor is defined under SEBI regulations, as any person who, acting alone or in

combination with another body corporate, establishes a mutual fund. The

sponsor of a fund is akin a promoter of a company as he gets the fund registered

with SEBI. The sponsor will form a Trust and appoint a Board of Trustees. The

sponsor genrally appoint Asset Management Company as fund manages. The

sponsor, either directly or acting through the Trustees, will also appoint a

Custodian to hold the fund assets. All these appointments are made in

accordance with SEBI Regulations.

As per the existing SEBI regulations, for a person to qualify as a sponsor, he

must contribute at least 40% of the net worth of the AMC and possess a sound

financial track record over five years prior to registration.

Mutual Funds as Trusts

A mutual fund in India is constituted in the form of a Public Trust created under

the Indian Trusts Act, 1882.the fund sponsor acts as the settler of the Trust,

contributing to its initial capital, and appoints a Trustee to hold the assets of the

trust for the benefit of the unit-holders, who are the beneficiaries of the Trust. The

fund then invites investors to contribute their money in the common pool, by

subscribing to units issued by various schemes established by the trust, units

being the evidence of their beneficial interest in the fund.

The Trust the mutual fund may be managed by a Board of Trustees- a body

of individuals or a Trust Company- a corporate body. Most of the funds in India


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are managed by Board of Trustees. While the Board of Trustees are governed by

the provision of Indian Trust Act, where the trustee is the corporate body, it would

also required to comply with the provisions of companies Act 1956. The Board or

the Trustee company, as an independent body act as protector of the unit-

holders interest. The Trustees do not directly manage the portfolio of securities.

For this specialist function, they appoint an Asset management Company. They

ensure that the fund is managed by the AMC as per the defined objectives and in

accordance with the Trust Deed and SEBI Regulations.

The trust is created through the document called Trust Deed that is executed by

the fund sponsor in the favour of the Trustees. The Trust deed is required to be

stamped as registered under the provisions of the Indian Registration Act andregistered with SEBI.

The Trustees being the primary guardians of unit-holders funds & assets, a

Trustee has to be a person of high repute & integrity. Trustees must ensure that

thee investors interests are safeguarded and that the AMCs operations are

along professional lines. SEBI mandates a minimum of 2/3 independent directors

on the Board of the Trustee company.

The Asset Management Company

The role of an AMC is to act as the Investment Manager of the Trust. The

sponsors, or the trustees, if so authorized by the Trust Deed, appoint the AMC.

The AMC so appointed is required to be approved by SEBI. Once approved, the

AMC functions under the supervision of its own Board of Directors and also

undes the direction of the Trustees & SEBI.

The AMC would, in the name of the Trust, float & then manage the different

investment schemes as per SEBI Regulations and as per the Investment

Management Agreement it signs with the Trustees. The AMC of a mutual fund

must have a net worth of at least Rs. 10 Crores at all times. Directors of the


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AMC, both independent & non-independent, should have adequate professional

experience in financial service and should be individuals of high moral standing,

a condition also applicable to other key personnel of the AMC. The AMC con not

act as a trustee of any other Mutual Fund. Besides its role as the fund manager,

it may undertake specified activities such as advisory services and financial

consulting, provided these activities are run independently of one another and

the AMCs resources (such as personnel, systems, etc.)are properly segregated

by activity. The AMC must always act in the interest of the unit-holders and report

to the trustees with respect to its activities. To ensure the independence of the

asset management company, SEBI mandates that a minimum of 50% of the

directors of the board of the asset management company should be independent

directors.

Custodian and Depositories

Mutual funds are in the business of buying and selling of securities in large

volumes. Handling these securities in terms of physical delivery and eventual

safekeeping is therefore a specialized activity. The custodian is appointed by the

Board of Trustees for safekeeping of physical securities or participating in any

clearing system through approved depository companies on behalf of the mutual

fund in case of dematerialized securities. A custodian must fulfill its

responsibilities in accordance with its agreement with the mutual fund. The

custodian should be an entity independent of the sponsors and is required to be

registered with SEBI. (Please refer to Chapter IV of SEBI (MF) Regulations,

1996).

Note that the Indian capital markets have moved away from having physical

certificates for securities, to ownership of these securities in dematerialized

from with a depository. Thus, a mutual funds dematerialized securities holdings

are held by a custodian. Thus, deliveries of a funds securities are given or

received by a custodian or a depository participant, at the instruction of the AMC,

although under the overall direction and responsibility of the Trustees.


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Bankers

A funds activities involve dealing with money on a continuous basis primarily

with respect to buying and selling units, paying for investments made, receiving

the proceeds on sale of investments and discharging its obligations towards

operating expenses. A funds bankers, therefore, play a crucial role with respect

to its financial dealings by holding its bank accounts and providing it with

remittance services.

Registrars and Transfer Agents

Registrars and Transfer Agents are responsible for issuing and redeeming units

of the mutual fund and providing other related services such as preparation of

transfer documents and updating investor records. A fund may choose to carryout this activity in house and charge the scheme for the service at a competitive

market rate. Where an outside Transfer Agent is used, the fund investor will find

the transfer agent to be an important interface to deal with, since all of the

investor services that a fund provides (besides the investment management) are

going to be dependent on the transfer agent. Such services include

buying/repurchase of units, switching from one scheme to another, systematic

investment/withdrawals, recording of nomination & bank details.

Distributors

Mutual funds operate as collective investment vehicles, on the principle of

accumulating funds from a large number of investors and then investing on a big

scale. For a fund to sell units across a wide retail base of individual investors, an

established network of distribution is essential.

SEBI

The Government of India constituted Security Exchange Board of India (SEBI),

by Act of Parliament in 1992, as the apex regulator of all entities that either raise


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funds in the capital markets or invest in capital market securities such as shares

& debentures listed on Stock Exchanges. Mutual Funds have emerged as an

important Institutional Investor in capital market securities. Hence they come

under the purview of SEBI.

SEBI requires all mutual funds to be registered with them. It issues guidelines for

all mutual fund operations including where they can invest, what investment limits

& restrictions must be complied with, how they should account for income &

expenses, how they should make disclosures of information to the investors and

generally act in the interest of investor protection.

Merits of Mutual Fund investment

Professional Management


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Mutual Funds provide the services of experienced and skilled professionals,

backed by a dedicated investment research team that analyses the performance

and prospects of companies and selects suitable investments to achieve the

objectives of the scheme.

Diversification

Mutual Funds invest in a number of companies across a broad cross-section of

industries and sectors. This diversification reduces the risk because seldom do

all stocks decline at the same time and in the same proportion. You achieve this

diversification through a Mutual Fund with far less money than you can do on

your own.

Convenient Administration

Investing in a Mutual Fund reduces paperwork and helps you avoid many

problems such as bad deliveries, delayed payments and follow up with brokers

and companies. Mutual Funds save your time and make investing easy and

convenient.

Return Potential

Over a medium to long-term, Mutual Funds have the potential to provide a higher

return as they invest in a diversified basket of selected securities.

Low Costs

Mutual Funds are a relatively less expensive way to invest compared to directly

investing in the capital markets because the benefits of scale in brokerage,

custodial and other fees translate into lower costs for investors.

Liquidity

In open-end schemes, the investor gets the money back promptly at net asset

value related prices from the Mutual Fund. In closed-end schemes, the units can


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be sold on a stock exchange at the prevailing market price or the investor can

avail of the facility of direct repurchase at NAV related prices by the Mutual Fund.

Transparency

One can get regular information on the value of his investment in addition todisclosure on the specific investments made by his scheme, the proportion

invested in each class of assets and the fund manager's investment strategy and

outlook.

Flexibility

Through features such as regular investment plans, regular withdrawal plans and

dividend reinvestment plans, you can systematically invest or withdraw funds

according to your needs and convenience.

Affordability

Investors individually may lack sufficient funds to invest in high-grade stocks. A

mutual fund because of its large corpus allows even a small investor to take the

benefit of its investment strategy. Mutual Funds offer a family of schemes to suit

your varying needs over a lifetime.

Well Regulated

All Mutual Funds are registered with SEBI and they function within the provisions

of strict regulations designed to protect the interests of investors. The operations

of Mutual Funds are regularly monitored by SEBI.

Demerits of Mutual Fund investment:

Professional Management


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Many investors debate over whether or not the so-called professionals are any

better than you or I at picking stocks. Management is by no means infallible, and,

even if the fund loses money, the manager still takes his/her cut.

Dilution

It's possible to have too much diversification. Because funds have small holdings

in so many different companies, high returns from a few investments often don't

make much difference on the overall return. Dilution is also the result of a

successful fund getting too big. When money pours into funds that have had

strong success, the manager often has trouble finding a good investment for all

the new money.

Entry and exit costs

Mutual funds are a victim of their own success. When a large body like a fund

invests in shares, the concentrated buying or selling often results in adverse

price movements ie at the time of buying, the fund ends up paying a higher price

and while selling it realizes a lower price. This problem is especially severe in

emerging markets like India, where, excluding a few stocks, even the stocks in

the Sensex are not liquid, let alone stocks in the NSE 50 or the CRISIL 500. So,there is simply no way that a fund can beat the Sensex or any other index, if it

blindly invests in the same stocks as those in the Sensex and in the same

proportion. For obvious reasons, this problem is even more severe for funds

investing in small capitalization stocks. However, given the large size of the debt

market, excluding UTI, most debt funds do not face this problem.

Wait time before investment


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It takes time for a mutual fund to invest money. Unfortunately, most mutual funds

receive money when markets are in a boom phase and investors are willing to try

out mutual funds. Since it is difficult to invest all funds in one day, there is some

money waiting to be invested. Further, there may be a time lag before investment

opportunities are identified. This ensures that the fund underperforms the index.

For open-ended funds, there is the added problem of perpetually keeping some

money in liquid assets to meet redemptions. The problem of impracticability of

quick investments is likely to be reduced to some extent with the introduction of

index futures.

Fund management costs

The costs of the fund management process are deducted from the fund. Thisincludes marketing and initial costs deducted at the time of entry itself, called

"load". Then there is the annual asset management fee and expenses, together

called the expense ratio. Usually, the former is not counted while measuring

performance, while the latter is. A standard 2% expense ratio means that,

everything else being equal, the fund manager underperforms the benchmark

index by an equal amount.

Cost of churn

The portfolio of a fund does not remain constant. The extent to which the

portfolio changes is a function of the style of the individual fund manager i.e.

whether he is a buy and hold type of manager or one who aggressively churns

the fund. It is also dependent on the volatility of the fund size i.e. whether the

fund constantly receives fresh subscriptions and redemptions. Such portfolio

changes have associated costs of brokerage, custody fees, registration fees etc.

which lowers the portfolio return commensurately.

Change of index composition


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World over, the indices keep changing to reflect changing market conditions.

There is an inherent survivorship bias in this process, with the bad stocks

weeded out and replaced by emerging blue chips. This is a severe problem in

India with the Sensex having been changed twice in the last 5 years, with each

change being quite substantial. Another reason for change index composition is

Mergers & Acquisitions. The weightages of the shares of a particular company in

the index changes if it acquires a large company not a part of the index.

MUTUAL FUND INDIA VS GLOBAL PERSPECTIVE.


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World mutual fund industry was pegged at $26.2 trillion at the end of 2007 with

USA having largest share at $13.5 trillion at the end of December 2008. With

Indias mutual fund size of $108 billion as of end of 2007, we remain a drop

in the ocean in terms of size of global mutual fund industry.

Worldwide Mutual Fund Assets ( In Trillion US Dollar)

16.15 16.37 17.2817.77

19.11 19.41 20.2221.82

22.9124.52 25.79

26.2

0

5

10

15

20

25

30

2005 Q1 Q2 Q3 Q4 2006 Q1 Q2 Q3 Q4 2007 Q1 Q2 Q3 Q4

Mutual Fund Assets ( In Trillion US Dollar)

On a global scale, equity funds account for major chunk of total assets under

management unlike India where debt segment dominate the share. At the

end of 4th quarter of 2007, 48% of worldwide mutual fund assets were in

equity funds. Total share of bond funds was only 16% and money market

products accounted for only 19% of total pie.

Worldwide MF Assets By Type of Funds-2007 Q4

48%

19%

16%

10%

7%

Equity

Money Market

Bond

Balanced/Mixed

Others


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The size of mutual fund industry in Asia stands at $3678 bn at the end of 2007

out of which India accounted for only $108bn translating into miniscule share

of 2.93%. so not only in terms of world but also in Asia Pacific region Indian

mutual fund industry is at teenage stage. The second most populous country

in the world after china & third largest economy in Asia accounts for only

2.9% share in regions mutual fund industry.

India is a nation of saver. As a nation we save $450 bn (Rs. 22.7 lacs Cr) per

annum & mutual fund industry account for only 7 to 8% of household

savings.

Reasons for the low penetration of mutual fund industry.

Concentration of mutual fund business in metro and Tier I cities.

Low level of awareness among investors about mutual fund as an investment

product.

Lower number of distributors. According to AMFI, in India there are less than

60000 mutual fund distributors compared to over 2 million life insurance

agents. Lower distribution network restricts the reach of mutual fund industry.

Conceptual misunderstanding about mutual fund investing among investors.Mutual fund is widely viewed as an investing option to invest in equity.

Investors are not aware about the wide variety of options available under the

mutual fund umbrella.

Higher concentration on corporate/institutional money in race to increase AUM.

Indian mutual fund industry has grown at rapid pace of 43% year on year for a

period from 2003-2007. this growth has outpaced other nations. The US

witnessed industry growth of 13%, UK 29% and Brazil 44% during the sameperiod. However Russia and China Outpaced India with AUM growth of 97%

and 67% respectively.


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Indian mutual fund industry is dominated by institutional investors specially banks

and corporate. Put together they account for more than 55% share of total

industry.

Compared to mutual fund industry worldwide the size of Indian mutual fundindustry is just 0.41%. the size of Indian mutual fund industry is smaller than

countries like Belgium and Italy where population base is much smaller than

India.

Country 2004 2005 2006 2007

USA 8106 8904 10412 12021Brazil 220 302 418 615Europe 5640 6002 7803 8983

Belgium 118 115 137 149France 1370 1362 1769 1989Germany 295 296 340 372UK 492 547 755 944Asia 1677 1939 2456 3678Australia 635 700 864 1192Italy 511 450 452 419Hong Kong 343 460 631 818India 32 40 58 108Japan 399 470 578 713

South Africa 54 65 78 95World 16164 17771 21823 26199

This offer great opportunity for mutual fund distributors in India. Retail segment in

India is expected to witness phenomenal growth in coming years. This

segment is expected to grow at 35% to 40% in next five years. In next five

years, mutual fund industry in India will witness addition of 90 lacs first time

retail investors. Even after growth rate of over 35% in coming five years, wewill witness additional 90 lacs investor only. This still leaves huge untapped

investing community.


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The US mutual fund industry has witnessed huge outflow especially from stock

funds (outflow of $20.3 billion), balanced funds (outflow of $2 billion) and

bond funds (outflow of 6.77 bn) during month of December 2008 alone.

Despite this redemptions US fund industry stands at over $9 trillion

compared to Indias industry size of $86 bn.

In India, currently wee have total AUM of Rs. 4.21 lacs Cr. (Around $86 bn as of

Dec 31st 2008 ) against this in USA, total AUM increased by $256.4 bn in

month of December 2008 alone taking total industry AUM to 9.60 trillion in

December.

So whatever parameter you take Indian mutual fund industry is at nascent stage.

We have just taken baby steps as far as mutual fund industry is concerned.

Thia offers great opportunity to explore huge untapped investing community.


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Mutual Funds Industry in India

Investment in India

India among the European investors is considered to be a good investment

despite the political uncertainty, bureaucracy troubles, shortage of power and

infrastructural inefficiencies. India is a potential market for overseas investment

and is actively welcoming the foreign investors in the market. It will emerge as

one of the top three emerging economies. While calculating the potential and

correct estimation and possibilities, one needs to consider such factors as the

inherent hurdles and uncertainties of functioning in the Indian system. Once you

enter India's marketplace, you will have a well-designed plan that should be

supported by a serious thought and careful research. Those who look at India as

a long-term growth will reap more profits rather than those who will see only

short-term profit making opportunities.

India is the fifth largest economy in the world and it ranks above France, Italy, the

United Kingdom, and Russia. It has the third largest GDP in Asia. It is the second

largest of the emerging nations. India is also one of the few markets in the world

which offer high prospects of growth and earning potential in all sectors of

business. However, despite the numerous advantages on its side, India has

failed to generate the same kind of curiosity and attention that China has

gathered for itself.

Indian Mutual Funds

The origin of the mutual funds industry goes back to the time when mutual fund

was introduced by UTI in the year 1963. though the growth has been relatively

slow, it accelerated since 1987 when there were players outside the UTI, who

entered the industry. In the past decade, Indian mutual find industry had seen a


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remarkable improvement both quality wise and quantity wise. Before the end of

the monopoly in market, the Assets Under Management (AUM) was Rs.67 bn.

History of Mutual Fund in India

The mutual fund industry in India started in 1963 with the formation of Unit Trust

of India, at the initiative of the Reserve Bank & Government of India. The

objective then was to attract the small investors and introduce them to

market investments. Since then, the history of mutual fund in India can be

broadly divided in to six distinct phases.

Phase 1 1964- 1987: Growth of Unit Trust of India

In 1963, UTI was established by an Act of Parliament. As it was the only entity

offering mutual funds in India, it was monopoly. Operationally, UTI was set up

by the Reserve Bank of India, but was later de-linked from the RBI. The first

scheme and for long one of the largest number of investors in any single

investment scheme. It was also at least partially the first open end scheme in

the country.

Later in 1970s and 80s,UTI started innovating and different schemes to suit the

needs of different classes of investors. Unit Linked Insurance Plan (ULIP)

was launched in1971. Six new schemes were introduced between 1981 &

1984. during 1981-84, new scheme such as Childrens Gift Growth Fund

(1986) & Mastershare (1987) were launched. Mastershare could be termed

as the first diversified equity investment scheme in India. The first Indian

offshore fund, India fund, was launched in August 1986. During 1990s, UTI

catered to the demand for income oriented schemes by launching monthlyincome Schemes, a somewhat unusual mutual fund product offering

assured returns.


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In absolute terms, the investible funds corpus of UTI was about Rs. 600 Crores in

1984. By 1987-88 assets under management of UTI had grown ten times to

Rs 6700 cr.

Phase-2 1987- 1993: Entry of Public Sector Funds

1987 marked the entry of public sector mutual funds. With the opening of the

economy, many public sector banks financial institutions were allowed to

establish mutual fund. State Bank of India established the first non-UTImutual. Fund- SBI mutual fund in Nov 1987. this was followed by canbank

Mutaul fund , LIC Mutual Fund, Indian Bank Mutual Fund, Bank of India

Mutual Fund, GIC Mutual Fund & PNB Mutual Fund. These funds helped in

enlarging the investor community & investible funds. From 1987-88 to 1992-

93, the assets under management increased from Rs. 6700 cr. To Rs. 47004

Cr. nearly seven times.

During this period, investor showed a marked interest in mutual funds, allocatinga larger part of their savings to investment in the funds. UTI was still the

largest segment of the industry, with about 80% market share.

Phase 3 -1993-96: Emergence of Private Funds

A new era in the mutual fund industry began in 1993 with the permission granted

for the entry of private sector funds. This gave the Indian investors a broader

choice of fund families and increasing competition to the existing publicsector funds. Quite significantly, foreign fund management companies were

also allowed to operate mutual funds, most of them coming into India through

their joint ventures with Indian promoters. These private funds have brought

in with them the latest product innovations, investment management


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The major development in the fund industry has been the creation of a level

playing field for all mutual fund operating in India. This happened in February

2003, when the UTI Act was repealed. UTI has no longer legal status as a

trust established by Act of Parliament. Instead, it has also adopted the same

structure as any other fund in India- a Trust and an Asset Management

Company. UTI Mutual Fund is present name of the erstwhile Unit trust of

India. While UTI functioned under separate law of Indian Parliament earlier,

UTI Mutual Fund is now under the SEBIs Regulation, 1996 like all other

Mutual Funds in India. UTI Mutual Fund is still the largest player in the Indian

fund industry. All SEBI compliant schemes of the erstwhile UTI are under its

charge. All new schemes offered by UTI Mutual Fund are SEBI approved.

Other schemes of erstwhile UTI have been paced with a special undertakingadministered by the Government of India. These schemes are being

gradually wound up.

The emergence of a uniform industry with the same structure, operations &

regulation makes it easier for distributors & investors to deal with any fund

house in India.1999 marked the beginning of a new phase in history of

mutual fund Industry in India, phase of significant growth in terms of both

amounts mobilized from investors and assets under management.

Between 1999 to 2005, the size of the industry has doubled in terms of AUM

which have gone from about Rs. 68000 cr to over Rs. 150000 cr. Within the

growing industry the relative market share of different players in terms of

amount mobilized and AUM have also undergone changes.

Phase 6 -From 2004 Onwards: Consolidation & Growth

The industry has lately witnessed a spate of mergers & acquisitions, most recent

ones being the acquisition of schemes of Alliance Mutual Fund by Birla Sun

Life, Sun F&C Mutual Fund by Principal & PNB Mutual Fund by Principal. At

the same time, more international players continue to enter India, Including


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Filedity, one of the largest fund in world. The stage is set now for growth

through consolidation and entry of new international and private sector

players. At the end of March 2006, there were 29 Funds.

Performance of Mutual Fund Industry From 1965 To 2008


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Mutual Fund Companies in India


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The number of Indians putting their money on mutual fund investments is steadily

increasing. More and more people are being lured by the prospect of handsome

profits that investments in mutual funds carry for the investors. In recent years,

many mutual fund companies have sprung up in India. Now the investors have

lots of mutual fund companies in India to choose from. Currently there are 30

mutual fund companies operating in India. They are as follow;

NO. Mutual Fund Company

1 AIG Global Investment Group Mutual Fund2 Baroda Pioneer Mutual Fund3 Benchmark Mutual Fund4 Bharti AXA Mutual Fund5 Birla Sun Life Mutual Fund6 Canara Robeco Mutual Fund

7 DBS Chola Mutual Fund8 Deutsche Mutual Fund9 DSP BlackRock Mutual Fund

10 Edelweiss Mutual Fund11 Escorts Mutual Fund12 Fidelity Mutual Fund13 Fortis Mutual Fund14 Franklin Templaton Mutual Fund15 HDFC Mutual Fund16 HSBC Mutual Fund17 ICICI Prudential Mutual Fund

18 IDFC Mutual Fund19 ING Mutual Fund20 JM Financial Mutual Fund21 JPMorgan Mutual Fund22 Kotak Mahindra Mutual Fund23 LIC Mutual Fund24 Lotus India Mutual Fund25 Mirae Asset Mutual Fund26 Morgan Stanley Mutual Fund27 Principal Mutual Fund28 Quantum Mutual Fund29 Reliance Mutual Fund

30 Sahara Mutual Fund31 SBI Mutual Fund32 Sundaram BNP Paribas Mutual Fund33 Tata Mutual Fund34 Taurus Mutual Fund35 UTI Mutual Fund

Aditya Birla Nuvo Ltd


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Introduction

We are the flagship Company of the Aditya Birla Group, which is currently one of

the largest business groups in India in terms of market capitalisation. Aditya Birla

Nuvo Limited (formerly known as Indian Rayon and Industries Limited) is theAditya Birla Group's most diversified conglomerate, with a consolidated net

turnover of Rs. 4830.34 crores for fiscal 2006. We were incorporated in 1956 and

are listed on the Bombay Stock Exchange Limited and National Stock Exchange

of India Limited.

We believe we are one of Indias leading players in our key business segments,

such as viscose filament yarn (VFY), carbon black, branded garments,fertilizers, textiles and domestic marketing of insulators. Through our subsidiaries

and joint ventures we are also engaged in other business segment, such as life

insurance, telecommunication, information technology services, business

process outsourcing (BPO), asset management, manufacture of insulator and

other financial services.

It enjoys a leadership position in all the sectors in which it operates. With over 75

business units, spanning the South East Asian belt, Africa, Canada and the UK

among others, it is reckoned as India's first multinational corporation. The group

is anchored by 72,000 employees and has seven lakh shareholders, with an

asset base of over Rs.23,000 crore. .

The following chart illustrates our value business and high growth business.


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Financial Service Group of Aditya Birla Nuvo Ltd

ADITYA BIRLA NUVO LTD

VALUE BUSINESS HIGH GROWTH BUSINESS

Rayon

Carbon

Black

Textiles

Fertilizer

Insulator Garments

Financial

Service JV

Telecom JV

Subsidiaries

MutualFund

Life Insurance

Distribution

IT

ITes


35/94

Financial Service Group of Aditya Birla Nuvo Ltd offer following

Financial services:

Asset Management Company

Life Insurance

Distribution & Wealth Management.

Insurance Advisory & Broking Services

Capital Market & Corporate Finance.


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General Information About Birla Sun Life Mutual Fund

Birla Sun Life Mutual Fund Asset Management Company

Birla Sun Life Mutual Fund was setup on December 24, 1994. The sponsorers of

Birla Mutual Fund are Birla Global Finance Limited and Sun Life (India) AMC

Investments Inc. Sun Life Financial Group of Companies is a financial services

organization headquartered in Toronto, Canada. .

The AMC of Birla Sun Life Mutual Fund is Birla Sun Life Asset Management

Company Limited which was incorporated on September 5, 1994. Recently Birla

Mutual Fund crossed AUM of Rs. 10,000 crores. .

Since its inception in 1994, Birla Sun Life Mutual fund has emerged as one of

India's leading mutual funds managing assets of a large investor base. The fund

offers a range of investment options, which include 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. .

BSLAMC follows a long-term, fundamental research based approach to

investment. The approach is to identify companies, which have excellent growth

prospects and strong fundamentals. The fundamentals include the quality of the

companys management, sustainability of its business model and its competitive

position, amongst other factors. 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.


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The Joint Venture of Birla & Sun Life.

About Sun Life Financial Inc .

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. Tracing its roots back to 1865,

Sun Life Financial 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. As of 31

December 2004, the Sun Life Financial group of companies had total assets

under management of USD 299 billion. .

Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and

Philippine (PSE) stock exchanges under ticker symbol "SLF".

On the other side it is Birla group of companies which is known for its diversified

business and India s largest business group.

Birla Sun Life Mutual fund is joint venture of Birla & Sun Life Financial Inc.


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VISION

To be the most trusted name in investment and wealth management, to be the

preferred employer in the industry and to be a catalyst for growth and excellence

of the asset management business in India.

MISSION:

To consistently pursue investor's wealth optimisation by:

Achieving superior and consistent investment results.

Creating a conducive environment to hone and retain talent.

Providing customer delight.

Institutionalising system-approach in all aspects of functioning.

Upholding highest standards of ethical values at all times.

VALUE

Integrity

Commitment

Passion

Seamlessness

Speed

The diversified schemes are as follows:

Debt Schemes

Balanced Schemes Offshore Schemes

Investment Plans

Readicheque

Gift Certificates


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Organization Structure of Birla Sun Life Mutual Fund

Anil KumarCEO

A BalasubramanianCIO

Ashok SuvamaCOO

Abhay PalnitkarCFO

Navin TiwariCo-Head Retail Sales

North & East

Kalpen ParekhCo-Head Retail Sales

West & SouthSarb Preet Singh

VP SalesInstitutional

Chandrasekhar ChavanHead-HR & Admin

Rajiv JoshiHead-Legal &

com liance

RaghvendranathHead-Strategy

Marketing

Laxmikant GuptaHead Risk

Management

Molly KapoorHead Customer Service

Krishna KumarHead-PAS


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Directors of Birla Sun Life Trustee Company private limited

Mr. Suresh Talwar

Mr. B. N. Puranmalka

Mr. Gurcharan Das

Dr. V. Arunachalam

Mr. Prafull Anubhai

*Director(s) is/are associated with the sponsor or its associates

Directors of Birla Sun Life Asset Management Company Limited

Mr. Kumar Mangalam Birla

Mr. Donald Stewart

Mr. Ajay Srinivasan

Mr. Stephan Rajotte

Mr. Ashok Goenka

Mr. S. S. Raman

Mr. N. N. Jambusaria

Mr. N. C. Singhal

Mr. Venkatesh Mysore (Alternate Director)

*Director(s) is/are associated with the sponsor or its associates.


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Investment Team

Anil Kumar

CEO

A BalasubramanianCIO

Ajay ArgalVP-Investment

Mahesh PatilVP-Investment

Satyabrata MohantyAVP-Investment

Maneesh DangiAVP-Investment

Doraell RodriguesAssistant Manager-Investment


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Awards Of Birla Sun Life Mutual Fund

1998

India Advantage F und

The award for standing first place in the Standard & Poor's Micropal one year

offshore Territories Equity India sector out of 36 funds.

1999

Business Standard

Presented to MR.BHARAT SHAH Fund Manager of Year 1999

Motilal Oswal institute ofwealth Creation Pioneers in Investor's

Education.

Presented to BIRLA ADVANTAGE FUND

The Award for The Best Equity Mutual Fund Scheme 1999.

R J Bhatt Awards 1999

Presented to

BIRLA SUN LIFE MUTUAL FUND

The Best Mutual Fund the IRIS Mutual Fund Award in memory of R J Bhatt.

BIRLA ADVANTAGE FUNDThe Best Performing Scheme In the category of Growth Funds the IRIS

Mutual Fund Award in memory of R J Bhatt.

BIRLA INCOME PLUS

The Best Performing Scheme In the category of Income Funds the IRIS

Mutual Fund Award in memory of R J Bhatt.

2000

BANCO Emerging Markets Awards 2000

Presented to Birla Sun life Asset Management Company Limited

For having secured the first place for its risk-adjusted performance over three

years with the India Advantage Fund in the Standard & Poor's fund

Services, Asia excl. Japan Equity Sector.
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Mr R J BHATT Mutual Funds Awards 2000

Presented to Birla Sun life Asset Management Company Limited In

recognition of

BIRLA ADVANTAGE FUND

The BEST GROWTH SCHEME

Based on three years performance between August 1 ,1997-July 31,2000.

BIRLA INCOME PLUS

The Best Scheme Income Scheme

Based on three years performance between August 1 ,1997-July 31,2000

2002

Business Barons, Best Brand Award 2002,

Presented to BIRLA SUN LIFE MUTUAL FUND

Birla Income Plus - Open- end Debt/Income Fund-.

Birla MIP- Open- end Monthly Income Plan.

Standard & Poor's Fund Awards, 2002 Offshore, India Advantage

FundPresented to BIRLA SUN LIFE MUTUAL FUND

1st place in the standard & Poor's Five Years (Dec 1996-Dec 2001).

2003

CRISIL Best Fund Awards 2003

Presented toBirla Bond Plus: Best performing Open-end Income-Short

Term Fund

Wealth Creator Award 2003

Presented to BIRLA SUN LIFE MUTUAL FUND for the Best Mutual Fund.
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2004

CNBC - TV 18 - BNP PARIBAS Mutual Fund of the Year Award

2004

Presented to

Birla Equity Plan:

Best Performing Open-Ended Equity Tax Saving (ELSS) (one year)

Birla MIP (Gr): Best Performing Open-Ended Monthly Income Plan Fund

(three years)

Birla Gilt Plus (Regular Plan) (Gr): Best Performing Open-Ended Gift Fund

(three years)

Standard & Poor's Fund Awards, 2004 Offshore,

India Advantage Fund

Presented to Awarded 1st Place in the Standard & Poor's Five Years

Offshore Funds Equity India Sector.

ICRA Online Mutual Fund Awards 2004

Presented to

Birla Gilt Plus - Liquid Plan:

Ranked MFR 1 in open-ended gilt schemes - short term category (three

years)

Birla India Opportunities Fund:Ranked MFR 1 in open-ended sectoral

schemes - technology category (three years)

Birla Gilt Plus - Liquid Plan:

Ranked MFR 1 in open-ended gilt schemes - short term category (one year)

Birla India Opportunities Fund: Ranked MFR 1 in open-ended sectoral

schemes - technology category (one year)

Birla Gilt Plus - Regular Plan:

Ranked MFR 1 in open-ended gilt schemes - long term category (one year)

Birla Income Plus:

Ranked MFR 1 in open-ended debt schemes - long term category (one year)
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Birla Equity Plan:

Ranked MFR 1 in open-ended equity linked savings schemes category (one

year)

2005

ICRA Awards

Birla India Opportunities Fund

ICRA-MFR 1 Open Ended Sectoral Schemes - Technology (3 Year)

Birla Income Plus

ICRA-MFR 1 Open Ended Debt Scheme - Long Term (3 Year)

Birla Gilt Plus - Liquid Plan

ICRA-MFR 1 Open Ended Gilt Scheme - Short Term - 1 Year

Birla Gilt Plus - Liquid Plan

ICRA-MFR 1 Open Ended Gilt Scheme - Short Term - 3 Year

2007

LIPPER Awards

Birla Sun Life '95 Fund Best Fund - Mixed Asset INR Aggressive

10 - Year Performance ended December 31, 2006 Total Schemes in

Category = 5

Birla Gilt Plus - Regular Plan Best Fund - Bond Indian Rupee -

Government

5 - Year Performance ended December 31, 2006 Total Schemes in

Category = 28

ICRA Awards

GOLD AWARD Birla Sun Life Equity Fund: ICRA MFR~1

Open Ended Diversified Equity Defensive 3 year period ended 31st

December 2006

GOLD AWARD Birla Gilt Plus Liquid Plan: ICRA MFR~1

Open Ended Gilt - Short Term 3 year period ended 31st December 2006
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GOLD AWARD Birla Cash Plus - Institutional Plan: ICRA MFR~1

Open Ended Liquid - Institutional Plan 3 year period ended 31st December

2006

2008

ICRA STAR GOLD Awards

Birla Income Plus 7-Star Gold Award Debt: Long Term

1 yr ended 31 Dec, 07 Total Schemes in Category = 18

Birla Sun Life Short Term Fund 7-Star Gold Award Liquid Plus

1 yr ended 31 Dec, 07 Total Schemes in Category = 26

Birla Sun Life Income Fund-Growth Best Fund - Bond INR General

3 yrs & 10 yrs performance ended 31 Dec, 07 Total Schemes in Category =

100 and 10 respectively

Birla Sun Life Income FundCategory: Income Funds

1 yr performance ended 31 Dec, 07 Total Schemes in Category = 17

Birla Sun Life Monthly Income

Category: Monthly Income Plans Conservative

1 yr performance ended 31 Dec, 07 total Schemes in category = 9

Birla Sun Life Short Term Fund Category: Income Short Term Funds


Emerging Equity Fund of the YearBirla Infrastructure Fund Growth


Birla Sun Life Frontline Equity FundCategory: Large Cap oriented

Equity Fund


Mutual Fund of the YearBirla Sun Life Mutual Fund

Total Fund Houses = 26 1 yr performance ended 31, Dec 2007

STAR RATING
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5 STAR RATING

Birla Sun Life Liquid Plus - Institutional Plan

Total Open Ended Liquid Plus Institutional Plan schemes considered 34

Based on 1 yr performance ended 31 Dec, 08

5 STAR RATING

Birla Sun Life Income Plus

Total Open Ended Debt Long-Term schemes considered 21


5 STAR RATING

Birla Sun Life Dividend Yield Plus Fund

Total Open Ended Diversified Equity Aggressive schemes considered 51


5 STAR RATING

Birla Sun Life MNC Fund

Total Open Ended Diversified Equity Aggressive schemes considered 51


5 STAR RATING

Birla Sun Life Gilt Plus Regular Plan

Total Open Ended Gilt schemes considered - 22 Schemes


5 STAR RATING

Birla Sun Life Frontline Equity Fund

Total Open Ended Diversified Equity Defensive schemes considered -62 & 55

Based on 1 and 3 yr performance ended 31 Dec, 08 respectively.

Star Fund House of the year Debt

Total Fund Houses eligible 24


7 STAR RATING

Birla Sun Life Dynamic Bond Fund
http://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=331Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=301Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=261Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=221Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=221Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=404Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=92http://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=92http://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=321Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=331Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=331Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=301Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=301Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=261Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=261Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=221Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=221Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=404Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=404Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=92http://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=92http://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=321Ghttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_InvestOption/Abt_fund.aspx?schcode=321G


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Total Open Ended Debt - Short Term considered - 17 Schemes

http://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_AboutUs/Awards/abtus_awards.aspx#%23http://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_AboutUs/Awards/abtus_awards.aspx#%23http://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_AboutUs/Awards/abtus_awards.aspx#%23http://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_AboutUs/Awards/abtus_awards.aspx#%23http://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_AboutUs/Awards/abtus_awards.aspx#%23http://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_AboutUs/Awards/abtus_awards.aspx#%23


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Type of Communication Channel:

Downward Communication

The head communicates at the bottom level with the modes of rules and

regulation files, circulars, orders, politics.

Up ward Communication

The communication moves from bottom to top with the modes of fies and

application, suggestion or complaints.

Horizontal Communication

The communication moves from one department to other at the same level

with the modes of files.

Diagonal Communication

The subordinate of one department communicates directly to the superior of

other department with the modes of files or suggestion.

COMMUNICATION CHANNEL

DOWN WARD HORIZONTALUPWARDDIAGONAL
http://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_AboutUs/Awards/abtus_awards.aspx#%23http://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/BSLAMC_AboutUs/Awards/abtus_awards.aspx#%23


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MARKET SHARE OF BIRLA SUN LIFE MUTUAL FUND & OTHER PLAYERS IN THEINDUSTRY FOR THE YEAR 2009.


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Market Shareof Mutual Fundcompaniesin

India

0%

0%

0%

0%

9%

1%

0%

2%

3%

0%

0%

1%

1%

4%

11%

2%

10%

2%

1%

1%

0%

3%

4%

1%

0%

0%

2%

0%

16%

0%

6%

2%

4%

0% 10%

AIGGlobal Investment GroupMutual Fund BarodaPioneer Mutual Fund

BenchmarkMutual Fund Bharti AXAMutual Fund

BirlaSunLifeMutual Fund CanaraRobecoMutual Fund

DBSCholaMutual Fund DeutscheMutual Fund

DSPBlackRockMutual Fund EdelweissMutual Fund

EscortsMutual Fund FidelityMutual Fund

FortisMutual Fund FranklinTemplatonMutual Fund

HDFCMutual Fund HSBCMutual Fund

ICICI Prudential Mutual Fund IDFCMutual Fund

INGMutual Fund JMFinancial Mutual Fund

JPMorganMutual Fund KotakMahindraMutual Fund

LICMutual Fund LotusIndiaMutual Fund

MiraeAsset Mutual Fund MorganStanleyMutual Fund

Principal Mutual Fund QuantumMutual Fund

RelianceMutual Fund SaharaMutual Fund

SBI Mutual Fund SundaramBNPParibasMutual Fund

TataMutual Fund TaurusMutual Fund

UTI Mutual Fund

Key Highlights of Market Share of Birla Sun Life Mutual fund.

Scaling up infrastructure to support growth


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Distribution network more than doubled in last one year to reach 78branches and 18K financial advisors

Investor folios grew by 65% during the year to 1.9 million Multi Channel non-polarized distribution network

Superior fund performance 69% of AUM is in top quartile ofperformance, based on one year returns

Recognized and awarded Mutual Fund House of the Year byCNBC TV18-Crisil

Branches (Nos.) Financial Advisors (000) Investor Folios (Mn)

5th largest in India with 6.8% share in average domestic AUM inMar08 up from 5.8% share in end of period (EOP) AUM in Mar07

Achieved 89% growth in last one year 2nd highest AUM growth amongst top 7 players Only AMC to show positive month on month growth in average AUM in

Mar08

Total AUM (EOP) grew 4 times in 3 years to Rs. 45,247 Cr. in Apr08

Includes offshore equity AUM of Rs. 2,543 Cr. in Apr08 Equity AUM grew 5 times in 3 years to Rs. 10,838 Cr. in Apr08

Offering 92 Mutual Fund schemes including 2 offshore funds

Product portfolio strengthened through launch of new funds 4 equity NFOs launched collecting Rs. 2,700 Cr. Focus on high margin fixed income funds

Track Record


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With a proven track record of over 14 years, Birla Sun Life Mutual Fund has been

a catalyst towards the growth of the private sector asset management business

Innovation

Birla Sun Life Mutual Fund was the first to launch:

Birla Sun Life Cash Plus, a liquid fund.

Birla Sun Life Dividend Yield Plus which is a dividend yield fund.

Birla Bond Index Fund (a debt index fund) which replicates the Crisil

Composite Bond Fund Index, has been assigned AAAF rating by Crisil.

Investment Philosophy

Birla Sun Life Mutual Fund follows a long-term, fundamental research based

approach to investment. The approach is to identify companies, which have

excellent credit-worthiness and strong fundamentals. The fundamentals include

the quality of the company's management, sustainability of its business model

and its competitive position, amongst other factors. Birla Sun Life Asset

Management Company (BSLAMC) has one of the largest team of research

analysts in the industry, dedicated to tracking down the best companies to invest

in.

BSLAMC will always strive to provide transparent, ethical and research-based

investments and wealth management services.

Geographical Reach

Today, BSLAMC is present in 111 locations, including 74 branches

Employees Serving In Birla Sun Life Mutual Fund.

There are around 800 employees serving in company.

Constituents/Entities of The Birla Sun Life Mutual Fund


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a) Promoters

The Aditya Birla Group : The Aditya Birla Group is a multinational group of

companies, comprising some of the best-known companies in India. The

manufacturing operations of the group extend across India, Thailand, Indonesia,

Malaysia, the Philippines and Egypt. In India, the group companies have attained

a leading position in a range of key core sector areas and rank among the

countrys largest, most profitable and fastest growing companies with an

excellent track record of returns to investors. Some of the major companies in the

Group are:

Grasim Industries Ltd.: The flagship company of the Aditya Birla Group, it isIndias leading producer of viscose staple fiber. The diversified business lines of

the company include cement, sponge iron, textiles, software and the export of

agro products.

Hindalco Industries Ltd.: The company is the largest integrated private sector

aluminum producer in India, accounting for about 40 percent of the countrys total

aluminum production (Source CMIE). The company is also self-sufficient in terms

ofits power needs.

Indian Rayon and Industries Ltd: The company manufactures viscose filament

yarn, textiles, gray and white cement, carbon black, insulators and caustic soda.

It has a strong market position in all of its product lines.

Indo-Gulf Fertilisers and Chemicals Corporation Ltd: The company

established the first gas-based fertiliser plant in the private sector. It is the largest

urea producer in the private sector in India (Source CMIE). The company has

recently implemented a 1,00,000 tonnes per annum copper smelting project.

Mangalore Refinery and Petrochemicals Ltd: The company is a joint venture


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promoted by the group and the public sector Hindustan Petroleum Corporation

Ltd.

The company has set up a petroleum refinery with a capacity to process three

million tonnes of crude oil per annum to produce liquefied petroleum gas,

naphtha, motor spirit, kerosene, diesel and asphalt. Plans are under way to

expand its capacity to 9 million tonnes per annum.

Sun Life Financial Servics of Canada Inc.

Sun Life Financial Servics of Canada Inc. is the new holding company for Sun

Life Assurance Company of Canada. Sun Life Financial is the new brand of a

select group of companies providing individuals and corporations with a

diversified range of producs and services, meeting their needs for wealthmanagement as well as protection. As a global enterprise, the Sun Life Financial

group of companies operates in key markets around the world. Major operating

activities are handled by noational offices in Canada, the United States, the

United Kingdom, the Philipines and Hong Kong. It is poised to enter into a joint

venture in the Peoples Republic of China.

b) The FundBirla Mutual Fund has been constituted as a trust under the provisions of the

Indian Trusts Act, 1882 (2 of 1882) and registered with SEBI bearing registration

no. MF/ ** Returns of Plan B of scheme may be taken as indicative return for

Plan A ^ Simple Annualised*** Adjusted for dividends and compounded ann

020/94/8 dated December 23, 1994. The objective of the Mutual Fund is to offer

to the public and other eligible investors units in one or more schemes in the

Mutual Fund for making group or collective investments primarily in Indian

Securities in accordance with and as permitted under the directions and

guidelines issued from time to time by SEBI. The Corporate Office of the Mutual

Fund is at

Ahura Centre,Tower A, 2nd Floor,


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96 A/D Mahakali Caves Road,Andheri (East),Mumbai - 400 093.

c) The SponsorsThe sponsor of Birla Mutual Fund is Birla Global Finance Ltd.

The Birla Global Finance Ltd. was responsible for setting up and establishing the

Mutual Fund to be called Birla Mutual Fund. In order to do so, the Sponsor acted

as Settlor to the Deed of Trust between themselves and the Board of Trustees.

The Settlor entrusted a sum of Rs.1 lakh to the Trustees as the initial contribution

towards the corpus of the Mutual Fund. The Trustee at the request of the settlor

agreed to act as the Trustees of the Mutual Fund in accordance with the terms

and conditions represented in the Deed of Trust.

Sun Life (India) AMC Investments Inc. is the deemed sponsor as per the SEBI

regulations.

d) The Trustee Company

Birla Sun Life Trustee Company Ltd. (BSLTC) is a company incorporated with

limited liability under the Companies Act, 1956. Under the Trust Deed dated

December 16, 1994 BSLTC has been appointed as the trustee for BMF with BirlaGlobal Finance Ltd. as the Settlor.

Trustee Meetings

The Trustees have met five times in the year 1999-2000. The performance of all

the schemes are placed before the Trustees at such meetings. The reports on

statutory compliance and investor servicing are also regularly placed at such

meetings by AMC. The quarterly compliance test report in respect of the Fund

adopted by the Trustees is filed with SEBI. Audit committee of the Trustees has

been constituted to review the internal audit systems and the recommendations

of the internal and statutory audit reports and to ensure that the rectification as

suggested by internal and external auditors are acted upon. An independent

Trustee chairs the Committee.


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Trusteeship Fees

The Trustee Company, BSLTC shall be entitled to a fee of Rs. 5 lakhs per annum

apportioned over all the schemes of BMF.

e) The Investment Manager

Birla Sun Life Asset Management Company Ltd. (BSLAMC), the Investment

Manager of Birla Mutual Fund, is a joint venture between the Aditya Birla Group

and the Sun Life Assurance Company of Canada. Both the joint venture partners

hold 50% of the equity capital of BSLAMC. BSLAMC is acting as the Investment

Managers for the schemes of BMF vide the Investment Management Agreement

dated December 16, 1994, as supplemented by the Investment Management

Agreement dated October 22, 1999.

f) The Custodian

IIT Corporate Services Ltd., located at IIT House, Off M. Vasanji Road, Opp.

Vazir Glass, Near J.B. Nagar, Andheri (East), Mumbai 400 059, has been

appointed as the custodian of the securities that are bought and sold under the

Schemes. The custodian is registered with SEBI under registration number

IN/CUS/007. The salient features of the custodial agreement and the

responsibilities of the custodian include:

Keeping in safe custody all the securities and such other instruments belonging

to the Scheme.

Ensuring the smooth inflow / outflow of securities and such other instruments

as and when necessary in the best interests of the investors.

Ensuring that the benefits due to the holdings are recovered.

Responsibility for loss or damage to the securities due to negligence on its part

or on the part of its approved agents.

g) The Registrar

BSLAMC has appointed Karvy Consultants Ltd. to act as Registrar and Transfer


58/94


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Diversified Fund

1) Birla Sun Life Pure Value Fund

As savvy consumers, all of us look at great value deals in our everyday life. Inthe world of equity investments, investing in stocks with great value has been a

timeless principle. Value investing, is a classical approach that looks at investing

in quality stocks that may be available at bargain prices. The underlying rationale

being that once the factors influencing the stock prices change, these stocks may

get closer to their true or intrinsic value. Birla Sun Life Pure Value Fund is a fund

that seeks to generate consistent long-term capital appreciation by investing

predominantly in equity and equity related securities by following value investing

strategy.

2) Birla Sun Life Equity Fund

Birla Sun Life Equity Fund is a diversified equity fund enabling investors to

capitalize on the immense growth opportunities provided by the stock market

while at the same time minimizing the risk.

Launched in August 1998 (as Alliance Equity Fund and subsequently taken overby Birla Mutual Fund on Sep 24, 2005), the fund is an open-ended growth

scheme with a Multicap theme. It dynamically shifts weightages between large-

cap and mid-cap stocks depending on the market outlook.

Significant portion of the scheme is invested in sectors with high growth

prospects. Additional focus is kept in identifying sunrise industries / concept

stocks. The large in-house research team is especially helpful in identifying such

stocks. The fund also takes medium-term bets on certain sectoral trends to rideon the growth momentum. The Fund invests in a wide cross-section of sectors

thereby offering adequate diversification to investors.

3) BSL Frontier Equity


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Birla Sun Life Frontline Equity Fund is an open-ended diversified equity fund,

which invests in handpicked frontline stocks (i.e. stocks which have the potential

of providing superior growth opportunities) such that it is representative of all

leading sectors of its chosen benchmark. The scheme targets the same sectoral

weights (+/- 5%) within its portfolio as the benchmark, the BSE 200. However, the

choice of stocks is not limited to the benchmark, thus providing a wider universe

of investible stocks. .

Investing across sectors ensures diversification and at the same time investing in

frontline stocks provides for a possibility of higher returns. Birla Sun Life Frontline

Equity Fund is ideal for investors looking at investing in quality stocks across the

leading sectors of the economy.

4) BSL Mid cap Fund

Birla Sun Life Midcap Fund is an open ended growth fund which focuses on

investing in the Midcap segment of the market with a disciplined investment

approach. More than 65% of the portfolio at any point of time comprises of

Midcap stocks. Diversification and superior risk control form an integral part of

the fund management strategy to keep portfolio volatility at lower levels vis-a-

versa the benchmark CNX Mid-cap Index. The key portfolio strategy issummarized as follows:

Strong process driven investment philosophy matched with a disciplined

risk management strategy.

Identifying stocks that can demonstrate strong growth over 3-5 yearshorizon.

Avoid market timing and cash calls.

Avoid concentrated & aggressive calls.

Focus on identifying scaleable businesses with objective of identifyingtomorrows large-cap.

Sharpe-eye on valuations.


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The fund seeks to achieve long-term growth of capital at controlled level of risk

by primarily investing in Mid Cap Stocks. The Midcap segment comprises mostly

of companies that have been able to sustain themselves in the initial phases of

growth. Since many companies out of this segment would show higher growth in

future and move towards the large cap segment, this segment offers very high

potential. With over 250 stocks in the Midcap segment, there exists a large

variety of business to choose from. Further, this segment is relatively under

researched and hence offers an excellent opportunity for bottom-up focus thus

enabling the spotting of winners ahead of the market.

5) BSL Special Situation Fund

Birla Sun Life Special Situations Fund endeavors to generate long-term growth

by identifying stocks that may have the potential for special situation. Stocks that

are undergoing or have undergone such a situation are also potential picks.

Most special situations often result in incremental value addition to a

stock/business. This may get reflected in the price within a short period or

gradually depending on the special situation that the company is in.

The objective of the scheme is to generate long-term growth of capital by

investing in a portfolio of equity and equity related securities. The scheme wouldfollow an investment strategy that would take advantage of special situations and

contrarian investment style.

6) BSL Top 100 Fund

Birla Sun Life Top 100 Fund is an open ended growth scheme which will focus on

investing predominantly in a diversified portfolio of Large Cap stocks. It is

specifically designed for those investors who seek exposure to a broader largemarket capitalization stocks and growth cum value style of investing. The Fund

shall invest at least 65% of its corpus in equity and equity related securities of the

top 100 Indian companies as measured by market capitalization and listed on

stock exchanges. The remaining portion of the portfolio can be invested in equity


62/94

and equity related securities of companies other than the top 100 companies

which in the opinion of the Fund Manager have attractive growth prospects and

potential to outperform the broad market indices.

7) BSL Life Advantage Fund

Birla Sun Life Advantage Fund (BSLAF) is an open-ended, diversified equity

fund, which aims to deliver an above average long-term performance on a

sustained basis. The fund has a superior track record of more than 10 years.

8) BSL Long Term Advantage Fund

Birla Sun Life Long Term Advantage Fund Series I, is a 3-year closed endedequity fund. The objective of the fund is to generate consistent long-term capital

appreciation by investing predominantly in equity and equity related securities of

companies considered to be small and mid cap. The fund would invest in a

portfolio of attractively priced small & mid cap stocks that are expected to post

attractive growth in the next few years. Birla Sun Life Long Term Advantage Fund

Series I, through active management seeks to construct a portfolio of high growth

stocks with an endeavor to out perform its benchmark index i.e BSE 500

9) BSL Dividend Yield Fund

Birla Sun Life Dividend Yield Plus has a portfolio that seeks to provide a

combination of:

High dividend yield

Substantial capital protection

Strong possibility of capital gains

Historically, stocks of high dividend yielding companies provide a high degree of

protection even in a scenario when equity markets are volatile.


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Add to this protection, a good possibility of stock prices appreciating, as and

when the equity markets revive. When a high dividend yield investment is made

in conjunction with other parameters like:

a. Low price to book value ratio (price-to-book) and

b. Low market capitalization to sales ratio (market cap-to-sales)

The possibility of upward re-rating of the stock increases.

10) Birla Sun Life Tax Plan (BSLTP)

Birla Sun Life Tax Plan (BSLTP) aims at achieving long term growth of capital

along with Income Tax benefits for investors. It follows a bottom-up approach to

investing, where the emphasis is on identifying companies in quality businesses

with a strong competitive position and run by quality management. Essentially

the focus is on long term fundamentally driven values. The fund offers superior

growth opportunities. Since investments are pl

Birla Project[2]

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Transcript of Birla Project[2]