1. A Summer Training
PROJECT REPORT ON
(Acquisition of Demat and Trading Account For Edelweiss Broking Limited)
A report submitted to Mahamaya Technical University
for the partial Fulfillment of
MBA Degree
2010-12
Submitted to :- Submitted by:
Prof. Hari Prakash Maheshwari Sandeep Kumar Yadav
Director – MBA MBA - IIIrd Sem.
Greater Noida Institute of Technology Roll No. 1027270091
Greater Noida Institute of Technology
(Management Institute) Code: 272
7, Knowledge Park-II, Greater Noida (U.P)

2. CERTIFICATE
This is to certify that the SUMMER TRAINNING Project Report entitled
“Acquisition of Demat and Trading Account For Edelweiss Broking Limited”
being submitted by Sandeep kumar yadav fulfillment of the requirement of
U.P.Technical University is a record of an independent work done by his under my
guidance and supervision.
Prof. Hari Prakash Maheshwari
Director-MBA Concerned Faculty Guide
Greater Noida Institute of Technology Ms. Neelam Sharma
(Management Institute)-Code: 272 GNIT, Greater Noida.

3. DECLARATION
I,______________________, hereby declare that the project report entitled “Acquisition of
Demat and Trading Account For Edelweiss Broking Limited”, being submitted to
the MAHAMAYA TECHNICAL UNIVERSITY for the partial fulfillment of the requirement for
the degree of Master of Business Administration is my own endeavors and it has not been
submitted earlier to any institution/university for any degree.
Place:
Date:

4. TABLE OF CONTENT
Particulars Pg. No.
Sr. No.
1 Company’s Certificate 2
2 Acknowledgement 3
3 Declaration 5
4 Executive Summary 6
5 Industry Profile 8
6 Company Profile 13
7 Research Objectives 21
8 Research Methodology 25
9 Major Players in Industry 26
10 Brokerage details of the competitors 27
11 Data Analysis 32
12 Conclusion 48
13 Recommendation 49
14 Bibliography 50
15 Annexure 51
1

5. CHAPTER-1
OBJECTIVES AND LIMITATIONS OF PROJECT
OBJECTIVES:
The objectives for the project given to me and as well as a sneak peek as to what I did so as to
attain them are given below:-
1. Sales promotion of demat and trading account: As per this objective, I had to increase
the sales of the demat and trading account for Sharekhan Limited. This objective of the
project was completed by me through direct as well as indirect interaction with
customers. The details of this are given in the later part of the project.
2. Find out the competitive advantage Sharekhan has over its competitors: As per this
objective, I was given the task of visiting different broking houses and collect data as
what are they offering to their customers. It also required SWOT analysis, PESTLE
analysis and Porter’s Five Forces analysis. This project gave a chance to interact with
competitors and to know and understand as to what are they offering to customers so as
to increase their market share. The details of this are provided in the later part of the
report.
3. Find out the customer satisfaction: This objective was of great importance as
Sharekhan believes in serving its customers to the best. This objective required me to
conduct a survey among the present clients/customers of Sharekhan so as to know their
satisfaction level. This required one on one interaction with the clients as well as through
2

6. calls made to them by the relationship managers assigned to them and data was collected
through a questionnaire. The details of this objective is provided afterwards.
4. Find out the customer preference: This objective required me to collect data personally
through a survey in which people were asked questions which were able to generate data
which could be useful for Sharekhan Limited.
Overall Limitations:
There were many problems in a whole which I faced during the project. The problems faced are
given as follows:-
a) The intervention from the side of management was high which restricted the freedom in
performing the things I wanted to do.
b) The guidelines for performing the objectives were given before hand hence leaving no
scope for innovation.
c) The data has been collected for 200 on a whole which is a very small sample size and
thus cannot generalize the results of the findings.
d) There were numerous problems which were faced while setting up canopy. From getting
the required permission to the resistance from the people in front of whose office we
setup it. This restricted the effectiveness of canopy as a sales promotion tool.
e) The respondents were hesitant in providing information which was a barrier in my
research work.
f) Many of the answers given by respondents were contradictory so I had to discard few of
the questionnaires.
g) It was very difficult to contact prospective clients at various organizations as without
references they do not allow any one to meet with them.
3

7. Executive Summary
There is growing competition between brokerage firms in post reform India. For investor it is
always difficult to decide which brokerage firm to choose.
Research was carried out to find which brokerage house people prefer and to figure out what
people prefer while investing in stock market.
Through this report I was also able to understand, what are our Company’s (Edelweiss
Broking Ltd.) positive and strong points, on the basis of which we come to know what can be
the basis of pitching to a potential client .This project focuses on the strength areas of the
company while at the same time tries to identify the weak areas so that it can be overcome. A
comparative analysis of Edelweiss with other broking firms has been done.I went for the
field work, talked to customers and tracked their investment pattern to help them suggest the
kind of financial product they should use according to their risk appetite.
Adding to this, I have been communicating with different types of customers through
various media, including client visits, who fall under the sample space for this project. My
job here is to advice them to take the suitable products offered by the company, depending on
certain criteria, in order to make investing easier for them. I have also worked as a part of
sales force of the company and sold Demat account.
4

8. I have visited to many places in Gurgaon. Some of the data has been collected from the
customers regarding their views about Edelweiss. Having said that, a comparative study has
carried out to see where Edelweiss stands in the race for offering Products and services. I
have been handling the profile of Customer Relationship Management. I have been talking
to existing retail clients of the company over the phone, asking for an appointment following
which there will be client visit. In the visit the main focus would be to convince the clients to
do more business with the company and telling them about the benefits provided by the
company. So tracking the transformation is really interesting and worth appreciating. I have
concentrated on existing and dormant clients trying to know their opinion about their
association with Edelweiss. Interaction with the clients helped to know the image of the
company in the minds of the customers and it helped me to come up with suggestions to
further improve the services of the company. I hope my findings are useful for the company.
5

9. INTRODUCTION
The Indian broking industry is one of the oldest trading industries that have been
around even before the establishment of BSE in 1875
Inception- The roots of a stock market in India began in the 1860s during the American
Civil War that led to a sudden surge in the demand for cotton from India resulting in
setting up of a number of joint stock companies that issued securities to raise finance.
Bubble burst- The early stock market saw a boom till 1865, and then in Jul
1865, what was then used to be called the share mania ended with burst of the stock
market bubble. In the aftermath of the crash, banks, on whose building steps share
brokers used to gather to seek stock tips and share news, disallowed them to gather there,
thus forcing them to find a place of their own, which later turned into the Dalal Street. A
group of about 300 brokers formed the stock exchange in Jul 1875, which led to the
formation of a trust in 1887 known as the “Native Share and Stock Brokers Association”
Beginning of a new phase- A new phase in the Indian stock markets began in the 1970s,
with the introduction of Foreign Exchange Regulation Act (FERA) that led to divestment
of foreign equity by the multinational companies, which created a surge in retail
investing.
Growth supporting factors-The early 1980s witnessed another surge in stock markets
when major companies such as Reliance accessed equity markets for resource
mobilization that evinced huge interest from retail investors. A new set of economic and
financial sector reforms that began in the early 1990s gave further impetus to the growth
6

10. of the stock markets in India.
Setting up of SEBI- the Securities and Exchange Board of India (SEBI), which was set
up in 1988 as an administrative arrangement, was given statutory powers with the
enactment of the SEBI Act, 1992. The broad objectives of the SEBI include-
to protect the interests of the investors in securities
to promote the development of securities markets and to regulate the securities markets
Incorporation of NSE- NSE was incorporated in Nov 1992 as a tax paying
company, the first of such stock exchanges in India, since stock exchanges earlier were
trusts, being run on no-profit basis. NSE was recognized as a stock exchange
under the Securities Contracts (Regulations) Act 1956 in Apr 1993. It commenced
operations in wholesale debt segment in Jun 1994 and capital market segment
(equities) in Nov 1994. The setting up of the National Stock Exchange brought to
Indian capital markets several innovations and modern practices and procedures such as
nationwide trading network, electronic trading, greater transparency in price discovery and
process driven operations that had significant bearing on further growth of the stock
markets in India. To speed the securities s e t t l e m e n t p r o c e s s , T h e Depositories A c t
1 9 9 6 w a s p a s s e d t h a t allowe for dematerialization
(and dematerialization) of securities in depositories and the transfer of securities through
electronic book entry. The National Securities D e p o s i t o r y L i m i t e d ( NSDL) s e t u p
b y l e a d i n g f i n a n c i a l institutions, commenced operations in Oct 1996.
Despite passing through a number of changes in the post liberalization period, the
industry has found its way towards sustainable growth. A stock Broker is a regulated
professional who buys and sells shares and other securities through market makers or
Agency Only Firms on behalf of investors. To work as a broker a certificate of registration
7

11. from SEBI is mandatory after satisfying all the terms and conditions.
FINANCIAL MARKETS
The financial markets have been classified as
Cash market (spot market) – largest traded, the spot market or cash market is a commodities
or securities market in which goods are sold for cash and delivered immediately.
Derivatives market – after cash market, the derivatives markets are the financial markets
for derivatives. The market can be divided into two that for exchange traded derivatives
and that for over-the-counter derivatives.
Debt market - The bond market (also known as the debt, credit, or fixed income market) is
a financial market where participants buy and sell debt securities.
Commodities m ar k et – af t e r com m odi t i es m ar k et , C o m m o d i t y m a r k e t s a r e
markets where raw or primary products are exchanged. These raw commodities are traded
on regulated commodities exchanges, in which they are bought and sold in standardized
contracts.
NEED OF A BROKER
A broker is a person or firm that facilitates trades between customers. It is advisable to
conduct transactions through an intermediary. For example one needs to transact
through a trading member of a stock exchange if they intend to buy or sell any security on
stock exchanges. One needs to maintain an account with a depository if they intend to
hold securities in demat form. You need to deposit money with a banker to an issue if you
are subscribing to public issues. One gets guidance if you are transacting through an
8

12. intermediary. A broker acts as a go between and, in doing so, does not assume any risk for
the trade. The broker does, however, charge a commission. A broking firm acts as an
intermediary between NSE and Client. Stock Brokers come under the category of Market
Players. The membership in the stock exchange can be granted as individual
membership and corporate membership.
NSE
B
BROKER CLIENT
The market intermediaries play an important role in the development of Securities
Market by providing different types of services. There are two major stock-
exchanges NSE (composition of 50 stocks) and BSE (Composition of 30 stocks).
9

13. Edelweiss Capital Limited: A Profile _________________________
Introduction
The Edelweiss Group is a conglomerate of 44 entities including 39 Subsidiaries and 4 Associate
companies (September‟09), engaged in the business of providing financial services, primarily
linked to the capital markets. Edelweiss Capital Limited (www.edelcap.com), incorporated in
1995, today has emerged as one of India‟s leading integrated financial services conglomerates.
The Edelweiss Group offers one of the largest range of products and services spanning varied
asset classes and diversified consumer segments. The Group‟s product offerings are broadly
divided into Investment Banking, Brokerage Services, Asset Management and Financing. The
company‟s research driven approach and consistent ability to capitalize on emerging market
trends has enabled it to foster strong relationships across corporate, institutional and HNI clients.
10

14. Edelweiss Capital Limited now employs about 1200 employees, leveraging a strong partnership
culture and unique model of employee ownership. It is a listed company since December 2007
under the symbols NSE: EDELWEISS, BSE: 532922 and Bloomberg: EDEL.IN.
Products of the Edelweiss
 Equities
 Mutual Funds
 IPO – Initial Public Offer
 PMS – Portfolio Management Services
 Commodities
 Derivatives
Equities
Equities are traditional stocks. If you own an equity, then you own stock in a company, you own
equity in that company, and you own part of that company.
The term "stock" is often used loosely to include equities, and other products which are traded or
tracked in a manner similar to equities. We use the term equities when we want to make it clear
that we are only talking about real stocks.
11

15. Mutual Fund
A mutual fund is a company that brings together money from many people and invests it in
stocks, bonds or other assets. Portfolio is the bundle/combination of stocks, securities, bonds or
other assets. Each investor in the fund owns shares, which represent a part of these holdings.
Initial public offering (IPO), When the companies issues shares, debentures etc. to the public
for the first time, known as IPO (Initial Public Offering) , they do so for expansion of capital for
the fulfill of their projects requirements and some large private companies wants to expand their
business to general public.
Generally, companies which want to issue shares etc to public have not proper market linkage for
IPO then they underwrites their shares to brokers. The commission is paid to underwriters, which
is defined in Companies Act, 1956 at the rate 5%.
Since in IPO, it is firstly offer to investor, investor has less knowledge for prediction of future
probable prices and its market conditions, so it is highly risky as compare to trading through
stock exchanges.
Portfolio Management
Investment management is the professional management of various securities (shares, bonds
etc.) and assets, to meet specified investment goals for the benefit of the investors. Investors may
be institutions (insurance companies, pension funds, corporations etc.) or private investors
Commodity
A commodity is anything which has its own demand and supply regardless of its qualitative
characteristics across the market. It is a products regardless of thinking its producer have act
same. It may be milk, petroleum, bags , gold, silver etc.. The prices of commodity fluctuates on
market conditions or in simple the price of commodity depends on market rather than its cost.
12

16. There are two markets in which commodity deals. Firstly cash market in which actual physical
commodity traded. Secondly derivative market in which future prices and contracts on prices of
commodity fixes or deals.
Derivatives
Derivative is a risk-shifted agreement, the value of which is derived from the value of an
Underlying asset. The underlying asset could be a physical commodity, an interest rate, a
company’s stock, a stock index, a currency, or virtually any other tradable instrument upon
which two parties can agree.
There are many types of derivatives such as future, forward, option, OTC.
There are some risk associated with derivatives such as credit risk, market risk, liquidity risk,
operational risk etc. These risk can be protected through hedging.
SERVICES PROVIDED BY Edelweiss
 Depository Services
 Online Services
 Commodities Trading
 Portfolio Management
 Dial & Trade
 Shareshops
 Fundamental Research
 Technical Research
13

17. Online Services
Edelweiss classic account:This account is basically meant for those who are new to share
market and are still learning about the same. It provides the customer with the opportunity to
trade by logging on at the website of Edelweiss and doing the transaction. The website is
designed in a manner so that it can provide a jargon free environment and ease in trading to the
customers.
 Streaming quotes (using the applet based system)
 Provides the customer to watch multiple lists.
 It also provides integration of trading, demat and bank account.
 It also provides opportunity for instant credit as well as instant transfer facility.
 It also provides the facility to track portfolio by a customer with all the price alerts and
other features.
Features Of Classic Account
 Provides facility for online trading.
 Integration of On-line trading, Saving Bank and Demat Account.
 Provides with the facility to transfer funds from bank account to trading account and vice
versa.
 Competitive transaction charges.
 All the updates and confirmation for the trade done through email.
 Streaming Quotes. (Cash & Derivatives)
 Provides a customer with the personalized view of market.
 It provides single screen for both cash as well as derivative trade.
 Provides the customer with the option of choosing the trigger price for a stock and to
watch that particular stock online.
 Speed trade:
14

18. SPEED TRADE is an internet-based software application that enables you to buy and sell in an
instant. It is ideal for active traders and jobbers who transact frequently during day’s session to
capitalize on intra-day price movement.
Features:
 Instant order Execution and Confirmation.
 Single screen trading terminal. (NSE)
 All the current quotes as taking place at the market are provided to the customer. These
can also be viewed with the help of charts and graphs.
 Whole of the summary for the market is provided to the customer. This includes features
as what were the hottest stocks, most traded stocks, what was the high price for the stock by the
end of the day etc.
 All the facilities are provided to the customers as hot keys. This facility is similar to that
of the broker’s terminal.
 Regular alerts regarding the market price and limit price are provided in addition to the
various other forms of reminders.
 In order to make sure that the investor does not loose an opportunity because of bad
telephone lines back up facility is provided to the customers for the direct line.
Dial-n-Trade:
The Dial-n-Trade service enables you to place orders for buying and selling through your
telephone.
Share Shop:
Edelweiss has 640 share shops across 280 cities in India to facilitatetrading related services.
A Edelweiss shop offers the folling services
 Online BSE and NSE executions
15

19.  Free access to investment advice from Edelweiss’s research team
 Daily research reports and market review
 Daily trading calls based on Technical analysis
 Live market information
 Commodities trading
 IPOs & mutual funds distribution
Demat services:
Edelweiss Depository services offers dematerialization services to individual and corporate
investors. Edelweiss provides its customers with whole team of professional who are equipped
with the latest technology to help and provide customers with the most secured and speediest
service. Edelweiss makes sure that its customers are never in loss when it comes to service. It
seeks to provide the knowledge of market to its customers in order to make them informed
investors.
Categories Of Classification Of Stocks
Edelweiss Limited in order to make the decisions of its customers more effective and simple
provides classifications of stocks which are based on certain criteria. The classifications are
explained below:-
 Evergreen: These stocks are steady compounders, churning out steady growth rates year on
year. They are typically significant players in their markets, with sound strategies that will help
them achieve and sustain market dominance in the long run. They have strong brands,
management credentials and a consistent track record of achieving super normal shareholder
returns. We expect stocks in this category to compound at between 18-20% per annum for the
next five to ten years.
 Apple Green: These are stocks that have the potential to be steady compounders and are
attempting to move upwards, to turn Evergreen. They rank a shade below the Evergreen
16

20. companies, only because their potential in the five to ten years' time is still not very clear,
although they might grow at rates faster than that of the Evergreen stocks in the next year or two.
They could grow at 25-30% per annum over the next two to three years.
 Emerging Star: These are typically young companies, often in niche businesses, that have the
potential to grow and dominate their niches. Even better, they might turn out to be real giants, if
their niches explode into full-blown markets in their own rights. These stocks are potential ten-
baggers but you need to be patient.
 Ugly Duckling: These are companies that are trading below their fair value or at values, which
are at a significant discount to that of their peer group, due to a combination of circumstances.
But things are now starting to happen in these companies or in their markets that are likely to
cause a re-evaluation of their prospects. These stocks could double in two to three years' time.
 Vulture's Pick: These are companies with valuable assets or brands that have been trashed to
ridiculously low prices. Buy a Vulture's Pick and wait for a predator who finds its assets
undervalued to come along. This could be a long wait but the returns could be startlingly high.
Cannonball: These are companies with valuable assets or brands that have been trashed to
ridiculously low prices. Buy a Vulture's Pick and wait for a predator who finds its assets
undervalued to come along. This could be a long wait but the returns could be startlingly high
INTRODUCTION TO SHARE MARKET AND RELATED CONCEPTS:
SHARE MARKET:
Share market is a financial market were equities, shares, debentures; bonds etc. are purchase and
sell. Every day, stocks are exchanged and traded in numerous stock markets around the world.
The liquidity they bring is a vital component of economic growth.
Share market is a public market were the trading of company stock and at an agreed price, these
are the securities listed on a stock exchange as well as those only for trading privately.
Stock market is a open market that trade financial assets.it is associated with a company or acting
as an individual, stock exchange is place where stocks are purchase or sell. Or it is rightly said
17

21. that stock exchange deals with a number of financial instruments such as stocks, bonds, and
equities. Where both corporate and governments are traded in stock exchange.
Stock are the listed and traded on stock exchange which are entities of a corporation or mutual
organization specialized in the business of bringing buyers and sellers of the organization to
listing stock and securities together.
What is SENSEX? And how it works?
SENSEX is termed as sensitivity index. It runs on companies shares listed in BSE (Bombay
stock exchange) and NSE (national stock exchange). Where top companies 50 companies shares
listed in NIFTY and top 20 companies shares listed in MINI NIFTY that they goes ups and
downs that determines SENSEX index every day in working day.
Functions of Stock Exchanges: An Overview
Stock exchange main function is to facilitate the transactions associated with both the buying and
selling of securities. The Buyers and sellers of shares and stocks can track the price changes of
securities from the stock markets in which they operate. The ups and downs of stock indexes
help the investors to speculate on the return on investment (ROI) of various investment options.
In stock exchange Speed and transparency are vital for all stock market transactions. The
companies listed in a stock exchange need to provide proper guidance regarding business
performance and prospects, mergers and acquisitions, stock prices, dividends and other
information at all times.
Investors make their investment decisions based on the information obtained from these
companies, and the comments of analysts who track those companies. This is an attractive
feature in investing in stocks, compared to other less liquid investment such as real state.
18

22. Exchanges also act as clearing houses for each of the transaction. Meaning that they collect and
deliver the shares and guarantee the payment the seller of the security. Exchange protects the
interests of both the buyers and sellers by assuring a timely transfer of money.
The participants of a stock market are required to operate within the specified transaction limits
fixed by the regulatory authority of that stock market.
TYPES OF STOCK MARKET:-
The stock Market divided into two categories they are as:
 Primary Market:
Primary market are the that type of capital market that deals with the issuance of new
securities, companies, governments or public sector institutions that can obtained by the
funding through issue of new securities, stock or bonds.
This is typically done through a syndicate of securities dealers.
It provides the process of selling new issues to investors is called Underwriting. It also
provide the new stock issue, this sale is an initial public offering (IPO). Dealers of issuing
this IPO can earn a commission that is built into the price of the security offering;
through it can be found in the prospectus.
Following Features of Primary Market are:
 In primary market the securities are directly issued to the investors.
 Primary Market Company can receive the money and issue new securities to the
investors.
19

23.  It is also called as the market for new long term capital. In primary market the market
where the securities are sold for the first time. Therefore it is also called New Market
Issue (NIM).
 In primary issues the companies used for the purpose of setting up new business or for
expanding or modernizing the existing business.
 It plays a vital role in formation of capital to the economy by facilitating crucial function
in market.
 In primary market the new issue does not include the certain source of new long term
external finance, such as loans from financial institutions. Borrowers in the new issue
market may raise capital for converting private capital into public capital – this is called
as Going Public.
Methods of Issuing Securities in the Primary Market .They are as:-
 Initial Public Offer (IPO).
 Preferential Issue.
 Right Issue (For Existing Companies).
 Secondary Market:
This market is also called as Aftermarket or Second market, it also called a financial
market where previously issued securities and financial instruments such as stock, bonds,
options, and future are brought or sold.
20

24. Secondary market is termed as the market of any used goods or assets, or an alternative
use for an existing product or assets where the customer base in the second market. For
example, companies have been traditionally used for primarily for food production and
feedstock. Where the 2nd and 3rd market is used or developed for the ethanol production.
Primary issue of securities or financial instruments, or the primary market,
Investors purchase these securities directly from issuers such as corporations
Issuing share in an IPO or private settlements. After the initial issuance,
Investors can purchase from other investor in the secondary market.
Functions of secondary market:
The function of the secondary market is vital to an efficient and modern capital market.
In the Secondary market securities are sold and transferred by one investor to the other
investor. In the market condition where secondary market be highly liquid. Or
fundamentally, secondary markets is to mesh with the investors preference for liquidity
for the investors need not to tie up with his or her money for a long period time, or in
case of the investor need it to be deal with unforeseen circumstances.
Secondary market allocates accurate share price capital more efficiently. the new projects
that are financed through a new primary market offering, but there is also accuracy may
also matter in the secondary market because:
 It reduce the price accuracy to maintain the agency cost management, or make less risky
when take over or moving capital into the hands of better managers.
 Allocation of accurate share price for the allocation of debt finance whether debt
offerings or institutional borrowing.
21

25. BOMBAY STOCK EXCHANGE (BSE)
In India share market started functioning from 1875. First name share trading associated with
India was the native share and stock broker’s association which later came to known as Bombay
stock exchange (BSE). Exchange operates with the help of stock brokers, the buyers and the
sellers participating in a stock market carry out their transaction.
The brokers representing selling parties to take their orders to the stock exchange floor and then
find brokers representing parties wiling to invest in similar stock . if both parties agree to trade at
the fixed price ,the transaction takes place in both the favor.
It works the stock that are listed or traded on stock exchanges. Which are entities a corporation
or mutual organization for specialized in the business or bringing buyers and sellers of the
organizations to a listing of stock and securities together. Stock market in the India includes the
trading of all the securities listed on the BSE (Bombay stock exchange) and NSE and the many
other regional exchanges like Delhi stock exchange.
As an Indian share market enables the buying and selling of the collective shares of the various
companies as well as other securities and derivatives. Shares of the Indian market are expressed
as a company’s sales revenue from Indian share market divided by the total sales revenue
available in the Share market of India.
The Indian share market is thus one of the most important sources of the companies for raising
money.
Of the leading stock exchanges that deal with the share trading in the Indian stock market the
National Stock Exchange of India NSE is the largest stock exchange in India while the Bombay
stock exchange BSE is the oldest. Some others are:
22

26.  Securities and Exchange Board of India (SEBI)
 Calcutta Stock Exchange Association Limited
 Delhi Stock Exchange Association
 Inter-connected Stock Exchange of India
National Stock Exchange (NSE)
NSE is the second largest exchange in the south Asia. It is the leading most stock exchange in
India in term of total volume traded. It based in Mumbai but it has presence in over 1500 towns
and cities. It got the recognition as a stock exchange in July 1993 under the securities contracts
(regulation) Act, 1956. The products that can be traded in NSE are:-
 Equity or Share.
 Futures (Both index and stock).
 Options (Call and Put).
 Wholesale Debt Market.
 Retail Debt Market.
NSE is leading index is Nifty 50 or properly Nifty and is composed of 50 diversified Benchmark
Indian company stocks. It is constructed on the basis of weighted average market capitalization
method. NSE provides its customers with a fully automated screen based trading system known
as NEAT system with speedy, efficient and transparent transactions.
Hours: NSE trading session start from 09:30am to 03:30pm on all days except Saturdays,
Sundays, and holidays declared by the Exchange in advance.
23

27. NIFTY:
Nifty is the major indicator of all the major companies of the NSE. Where the top 50 stocks are
that stocks were it is favored by the institutional investors in the 1960s and 1970s that shows the
ups and downs of share market.
Nifty has two part first is where 50 companies are listed is called big Nifty. And other is called
MINI NIFTY. Where 20 companies are listed in it. Companies in this group were usually
characterized by consistent earnings growth and high P/E ratios.
MCX (MULTI COMMODITY EXCHANGE)
It is established in 2003 and based in Mumbai. It is an independent commodity exchange board
based in India. MCX offer commodity for trading in future like:
 Agricultural commodities.
 Bullion
 Ferrous and Non- ferrous metals
 Pulses.
 Oils Seeds.
 Energy.
 Plantations.
 Spices.
 And other soft commodities.
National Commodity & Derivatives Exchange Limited (NCDEX)
NCDEX is the online commodity based exchange in India. It is located in Mumbai and offer
facilities in more than 550 centers in India.
24

28. It was incorporated as a private limited company incorporated on April 23, 2003.Under the
Companies Act, and 1956. But it obtained its Certificate For Commencement of Business on
May 9, 2003.and started its operations on Dec. 15 2003.
NSDL (National Securities and Depository Limited)
NSDL is the first depository in India that established under depository Act August 1996. This
depository promoted by national stature responsible for the economic development of country.
Since its establishment a national infrastructure of international standards that handles most of
the securities that held and settled in Dematerialized from the Indian capital market.
Its main aim to ensure safety and soundness of Indian marketplaces by developing the settlement
solutions to increase efficiency, minimize risk and reduce costs. In NSDL, the central role in
developing products and services that will continue to grow the nurture needs of the financial
services industry.
Promoters & Shareholders in NSDL
NSDL is promoted by:
 Industrial Development Bank of India Limited (IDBI) - The largest industrial
development bank of India.
 Unit Trust Of India (UTI) – The largest Mutual Fund in India.
 National Stock Exchange of India Limited (NSE) – The largest stock exchange in India.
Above they are the some of the prominent banks in the country have taken a stake in NSDL.
And, the other Shareholders that promote the NSDL are as:
 Citibank.
25

29.  Canara Bank.
 Union Bank of India.
 State Bank of India.
 Oriental Bank of Commerce.
 Dena Bank.
 HDFC Bank Limited.
 Standard Chartered Bank.
 Deutsche Bank.
 The Hong Kong and Shanghai Banking Corporation Limited.
 AXIS Bank.
Introduction to Broking Firms
Stock Broker
A Stock Broker is an agent, matching up buyers and sellers on the stock market. He sells or buy
stocks on behalf of a customer, charging a fee or commission for his services.
Stock brokers may also offer advices in which stock or funds to invest.
Taking this view forward we shall try to define stock broking houses:-
A brokerage firm acts as a liaison between a seller and buyer. Word "broker" means to bring a
seller and buyer together to handle all intermediary duties for a sales transaction to occur.
Brokers are not just for stocks and bonds but for fine art and real estate too.There are some of
the intermediary duties of a broker from start to close of sale.
FUNCTIONS OF BROKERAGE FIRM
There are three different perspectives to define the job of brokerage firm, i.e. from the sellers
point of view, from the buyers point of view and from middle men point of view.
26

30. These are as follows:-
Brokers for the Seller: A brokerage firm that represents the seller will assist in finding a buyer
for the product or service that seller has to offer. Once the buyer is secured, the buyer makes and
offer to the seller through the firm.
Brokers for the Buyer: A broker that represents the buyer will act as a liaison to communicate
with the broker of the seller. These brokers are interested in securing the best deal for their client.
The Middle Man: Without brokerage firms, there would be practice of complete freetrade in
consumer market i.e. there would be no way for a buyer or a seller to influence the market--
anyone could sell/buy anything at any price.
Money generation ways of brokerage firms: Brokerage firms are contracted on commission,
which means that if a sell doesn't occur, the broker will get nothing. This is why firms must
make sure they match sellers with the most probable buyers, which requires extensive market
research.
Supply and Demand:When there is a demand for a product, there will be a demand for a
brokerage firm to make that product. Available to consumer.Brokers help to keep the cycle of
supply and demand in existence.
27

31. www.edelweiss.in
Enter Stock for Company Details / Stocks for Comparison.
Equities Go
SENSEX 17,700.90 166.81 ( 16:03 ) | NIFTY 5,312.50 56.35 ( 16:14 )
Copyright © 2009 ECSL. | Disclaimer | Terms & Conditions | Privacy Policy | Browser Settings
About Us | Customer Service | Channel Partners | Our Offerings | Site Map
Edelweiss : India`s leading Stock Broking Company provides online BSE and NSE Share Trading Services.
Site is best viewed using Browsers Internet Explorer 7.0+ & Mozilla Firefox 2.0+ with resolution 1280 by 768.
The firm’s online trading and investment site - www.edelweiss.in - was launched on Feb 8, 2009.
The site gives access to superior content and transaction facility to retail customers across the
country. Known for its jargon-free, investor friendly language and high quality research, the site
has a registered base of over 1 Lacs customers. The number of trading members currently stands
at over 7 Lacs. While online trading currently accounts for just over 5 per cent of the daily
trading in stocks in India, Edelweiss alone accounts for 27 per cent of the volumes traded online
for HNI segment.
28

32. Edelweiss is managed by CLIENT ADVISORY SERVICES group to serve the interests of
individual investors.The various products offered by Edelweiss broking ltd are-:
FREE ACCOUNT OPENING
This is a User Friendly Product which allows the client to trade through website
www.edelweiss.in and is suitable for the retail investors who is risk-averse and hence prefers to
invest in stocks or who do not trade too frequently.
Features
 Online trading account for investing in Equity and Derivatives via www.edelweiss.in
 Live Terminal and Single terminal for NSE Cash, NSE F&O & BSE.
 Integration of On-line trading, Saving Bank and Demat Account.
 Instant cash transfer facility against purchase & sale of shares.
 Competitive transaction charges.
 Instant order and trade confirmation by E-mail.
 Streaming Quotes (Cash & Derivatives).
 Personalized market watch.
 Single screen interface for Cash and derivatives and more.
 Provision to enter price trigger and view the same online in market watch.
29

33. XPRESS
XPRESS is an internet-based software application that enables you to buy and sell in
an instant. It is ideal for active traders and jobbers who transact frequently during day’s session
to capitalize on intra-day price movement.
30

34. Features
 Instant order Execution and Confirmation.
 Single screen trading terminal for NSE Cash, NSE F&O & BSE.
 Technical Studies.
 Multiple Charting.
 Real-time streaming quotes, tic-by-tic charts.
 Market summary (Cost traded scrip, highest clue etc.)
 Hot keys similar to broker’s terminal.
 Alerts and reminders.
 Back-up facility to place trades on Direct Phone lines.
 Live market debts.
31

35. Funds Transfer
 Transfer funds between your savings account and trading account.
 Avail a pay-in and pay-out option where you can transfer funds from and to your trading
account.
 Tie ups with HDFC Bank, ICICI Bank and Axis Bank, Yes Bank, Kotak bank wherein
you can easily transfer funds from any of these banks.
32

36. MOBILE TRADING
EDELWEISS had introduced mobile trading, A mobile based software where one can
watch Stock Prices, Intra Day Charts, Reasearch & Advice and Trading Calls live on the Mobile.
(As per SEBI regulations, buying-selling shares through a mobile phone are
not yet permitted.)
www.edelweiss.in
MOBILE
WEBSITE
KEY FEATURES
 Instant Market Updates
 All Company Stock Quotes
 Smart Financial Snapshots
 Trading Strategies
 Portfolio Tracker
 Equity Watchlist
33
 Global Indices Update

37. CHARGE STRUCTURE
Plan Advance Validity Brokerage Rates Equivalent delivery
Brokerage Period
Fee Turnover limit
Deliver Futures and
y Intraday Cash
EBSPN01 Rs 2450 12 0.33 0.033% 750000
months %
EBSPN02 Rs 4950 12 0.27% 0.027% 1800000
Months
EBSPN03 Rs 9950 12 Months 0.22% 0.022% 4500000
EBSPN04 Rs 15000 12 Months 0.17% 0.017% 9000000
EBSPN04 Rs. 12 month 0.11% 0.011% 45000000
50000
EBCRB06 Rs 12 0.09% 0.009% 125000000
1,10,000 month
Rs 3 month 0.05% 0.005% 200000000
EBCRB07 1,11,111
34

38. MAJOR PLAYERS IN THE INDUSTRY
1. Karvy
2. Indiainfoline
3. ICICI direct
4. HDFC security
5. Indiabulls
6.Religare
7.Edelweiss Broking Ltd.
8.Motilal Oswal ltd
9.Angel Broking ltd
35

39. KARVY
Karvy is a premier integrated financial services provider, and ranked among the top five in the
country in all its business segments, services over 16 million individual investors in various
capacities, and provides investor services to over 300 corporate, comprising the who is who of
Corporate India. Karvy has a professional management team and ranks among the best in
technology, operations and research of various industrial segments.
ICICI DIRECT
ICICI Web Trade Limited (IWTL) maintains www.icicidirect.com (herein after referred to as
the "Website") whereas IWTL is an affiliate of ICICI Bank Limited and the Website is owned by
ICICI Bank Limited. IWTL has launched and established an online trading service on the
Website.
36

40. INDIAINFOLINE SECURITY PRIVATE LTD
India Infoline.com Securities Pvt. Ltd. is a wholly owned subsidiary of India Infoline.com Ltd
and is the stock broking arm of India Infoline.com. The subsidiary was formed to comply with
regulatory guidelines. www.5paisa.com is a focused website for online stock market trading.
5paisa.com is a trade name owned by the India Infoline.com group. IILSPL has applied for
trading membership of the BSE under Securities and Exchange Board of India (Stock Brokers
and Sub-Brokers) Rules 1992.
ICICI DIRECT
ICICI Direct is the stock broking firm of ICICI bank. It is number one when it comes to online
trading customer base. It provides all the services which are provided by any broking house. It
provides its investors with the opportunity to invest in BSE, NSE, Mutual Fund, IPO’s etc.
Types Of Accounts Offered:
There are three types of accounts which are offered by ICICI Direct. These accounts are as
follows:
1. Share Trading Account
2. Wise Investment Account
3. Active Trader Account
Brokerage and Fees Charged By ICICI Direct:
37

41. 1) Account Opening and Activation Charges: Rs.750 which is a one payment and is not
refundable to the investor.
2) Brokerage Charged: the amount of brokerage charged depends upon the volume of trade
done, the service charge applicable and courier charges. It has range from 0.1% to 0.15%
when it comes to trade based on margin. It is 0.2% to 0.45% when it comes to squared off
trade and 0.4% to 0.85% when it comes to delivery based trade.
The point to be noted here is the entire volume slabs given below are on quarterly basis. This
gives more to the customer to take advantage and fulfill the slabs so that less brokerage will be
applicable.
The normal trading + Demat a/c + Savings a/c opening charges is Rs.750/-
Total Eligible Brokerage Charged Second Segment Effective Brokerage
Turnover (which (Leg) of Traders Charged Per Segment
depends upon (Leg) of Squared Off
volume of Trade
transaction) per
quarter.
Rs.5 Cr. And Above 0.25% Nil 0.125%
Rs.2 Cr. to 5 Cr. 0.30% Nil 0.15%
Rs.1Cr. to 2 Cr. 0.35% Nil 0.175%
Rs.50lacs to 1 Cr. 0.45% Nil 0.225%
Rs.25lacs to 50lacs 0.55% Nil 0.275%
Rs. 10lacs to 25lacs 0.70% Nil 0.35%
Upto Rs.10 lacs 0.75% Nil 0.375%
There is an additional charge for service tax which is at the rate of 12.24 above brokerage.
Securities Transaction Tax on Equity (STT): It is calculated on the basis of the weighted
price that is generated by a client during the day. This value is calculated up to second
38

42. decimal place.
0.125% is charged as STT when it is delivery trade.
0.025% is charged when it is non-delivery trade.
Note: All the above charges are in addition to the brokerage.
Brokerage Charges When Trade is done in Margin Segment:
Total Eligible Turnover (which is based on volume of transaction Brokerage Charged
done) per month
Rs.20 Cr. And Above 0.03%
Rs.10 Cr. To 20 Cr. 0.035%
Rs. 5 Cr. to 10 Cr. 0.40%
Less than Rs.5 Cr. 0.05%
They have two different schemes other than the above said. The upfront brokerage scheme is
called Clear Value Deal and the normal is called Variable Brokerage Deal. These products are
only available for cash and carry.
Clear Value Deal: In clear value they have again three options Rs.299, Rs.599, Rs.999. The
customer can only delivery and BTST in this.
Product 299: Monthly charge of Rs.299/- applicable for a delivery volume of Rs.1.5lacs in 3
months. Only 50 thousand is exceeded then 0.75% is charged on the exceeded amount.
Product 599: Monthly charge of Rs.599/- applicable for a delivery volume of Rs.3lacs in 3
months. Only 1lac can be done in a month. If Rs.1lac is exceeded then 0.75% is charged on the
exceede amount.
Product 999: Monthly charge of Rs.999/- applicable for a delivery volume of Rs.6lacs in 3
months. Only 2lac can be done in a month. If Rs.2lac is exceeded then 0.75% is charged on the
exceeded amount.
Variable Brokerage Plan: Here the brokerages are applicable as per the volume trades. The
brokerage charged is given in the table.
39

43. Delivery Intraday(on one leg) Derivatives
0.25%-0.75% 0.125%-0.37% 0.03%-0.05%
Zero Brokerage Plans: Below mention are the brokerage charges by ICICI Direct in their zero
brokerage plans.
Other charges are:
Type DP Charges
Transaction charges
For Market and Off Market Buy Nil
For Market and Off Market Sell Nothing is charged if it is done through ICICI
Direct.com. whereas if it is done through e-
instructions the charges are 0.04% which
amounts to the minimum of Rs.10.
0/04% is charged if it is done the call center.
0.04% is charged which amounts to
minimum of Rs.30 if the request is submitted
to the branch directly.
Extra charges which are levied by ICICI for Rs.10 are charged per ISIN
processing of TIFD’s
Rejection / falls Rs.30/-
Dematerialisation charges Rs.35 is charged per request and Rs.2 are
charged extra for each certificate.
Rematerialisation charges Rs.20 is charged for each request form.
Closure of account Nil
In the case of pledge creation, invocation, 0.02% which amounts to minimum Rs.15 if
confirmation, the percentage value for each ICICI bank is the counter party.
ISIN in each request 0.02% which amounts to minimum of Rs.30
if ICICI bank is not the counter party.
40

44. Addition Account Statements Rs.20/-
Per debit instruction the charge is Rs.6 and in
case of commercial papers it is nil.
Remateralisation of Certificates Rs.10 per certificate is charged
Pledge Rs.25/- per instruction
Advantages and Merits of having an Account at ICICI Direct:
There are some advantages of having an account at ICICI Direct. These are enumerated as
below:-
1) ICICI provides 3 accounts facilities. It provides demat and trading account in addition to
savings account.
2) A person can easily transfer money from one form of account to another in no time by
logging to the ICICI website.
3) As all the three accounts are well integrated it provides a lot of comfort for the customer
to handle.
4) ICICI Direct provides a whole lot of opportunities for the customer when it provides with
all types of investment opportunities that are available to a person.
Difficulties and Demerits of having Account in ICICI Direct:
ICICI Direct has the following disadvantages:-
1) The brokerage which is charged by ICICI Direct is quite high.
2) The margin amount to start with is very high when it comes to opening an account at
ICICI Direct.
3) The website of ICICI Direct becomes overloaded during the market hours making the
online transactions for customers difficult.
4) All types of stocks and market instruments are not made available by ICICI Direct.
41

45. Indiabulls
India Bulls is one of the largest financial service provider in the country. It is also quite evident
in the realty sector also. With one of the largest chains of retail outlets, India Bulls is one of the
biggest competitor of India Bulls.
Types of Account
They have only one type of product i.e. the normal account. The brokerage applicable can be
negotiated with huge volumes and huge margin money.
India Bulls Equity Trading Account and a brief Introduction:
It is the standard and the basic product which is offered by India Bulls to its customers. It is the
standard online trading and demat account facility that is provided by India Bulls. The special
feature of this account is that it provides a priority telephone facility using which a customer can
directly approach its relationship manager.
Power India Bulls: The software based service:-
It is the innovative step on the part of India Bulls. This online trading terminal provides lightning
speed service. With the features like live streaming quotes, tic by tic charts and many features it
has become the new generation face for online trading service providers.
Documentation Requirements of India Bulls in order to open an Account:
1) One passport size photograph of the applicant.
2) One photocopy of PAN card of the applicant.
3) One photocopy of Identity proof which could be either driving licence or PAN card or
voter id card etc.
4) One photocopy of Address proof.
5) Bank Account Proof which could be either Bank Pass Book or Bank Account Statement.
Fees And Brokerage Charged By India Bulls:
Account Opening and Activation Charges: Rs.900/-
Initial Margin: Rs.1000/-
Exposure: 4 times (intraday)
DP Charges: Rs.250/- @12.24%
42

46. The software using charges: Rs.750/-(One Time Cost). This Trading Software is called Power
Trade as discussed above.
HDFC security is the subsidiary of HDFC (Housing Development Financial Corporation).
www.hdfcsec.com would have an exclusive discretion to decide the customers who would be entitled to
its online investing services. www.hdfcsec.com also reserves the right to decide on the criteria based on
which customers would be chosen to participate in these services .The present web site
(www.hdfcsec.com) contains features of services that they offer/propose to offer in due course. The
launch of new services is subject to the clearance of the regulators. i.e. SEBI, NSE and BSE.
HDFC Securities
HDFC sec is brought to you by HDFC Securities Limited (HDFC Sec), a broking house
promoted by the HDFC Group.
HDFC securities is a big name today when it comes to stock broking industry. With the back up
in the form of banking, HDFC provides its customers with various services. From banking to
trading, HDFC provides its clients with three accounts under one scheme. Linking of savings
account opened at HDFC with the demat and trading account of a person provides great comforts
when it comes to transferring of funds. HDFC provides its customers with expertise knowledge,
many articles published with the view to provide enhanced knowledge, online databases and
financial tools to take better decisions when it comes to investing in market.
Procedure for Opening Account at HDFC:
In order to open an account here at HDFC, a person has to open a savings account in order to
have a demat and trading account through HDFC.
Documentation:
Following documents are required in order to open an account here at HDFC:-
a) Passport Size Photograph: One in number.
43

47. b) Photocopy of an Identity proof which could be PAN card, Voter Id card or Driving
Licence.
c) Photocopy of the address proof which could be Driving Licence, Voter Id card.
Telephone bill etc.
Brokerage and Fees Charged By HDFC:
Account Activation Fees Charged:Rs799 in which a person’s bank account, trading account and
demat account all are opened at once.
Minimum Margin to be maintained by a person in its account is Rs.2500
Exposure: Up to 4 times exposure is provided to a client.
Annual Maintenance Charges: Rs.500 is charged after the first year. Before that the Annual
Maintenance Charges are waived.
Brokerage: The brokerage for Intraday is 0.15% whereas for delivery it is .50%.
INDIABULLS SECURITIES LIMITED
Indiabulls Securities Limited was incorporated as GPF Securities Private Limited on June 9,
1995. The name of the company was changed to Orbis Securities Private Limited on December
15, 1995 to change the profile of the company and subsequently due to the conversion of the
company into a public limited company; the name was further changed to Orbis Securities
Limited on January 5, 2004. The name of the company was again changed to Indiabulls
44

48. Securities Limited on February 16, 2004 so as to capitalize on the brand image of the term
“Indiabulls” in the company name. ISL is a corporate member of capital market & derivative
segment of The National Stock Exchange of India Ltd. At present, ISL accounts for
approximately 3% of the total daily turnover of the Exchange with 32,359 client relationships
and 70 branches spread across the country as of April 30, 2004.
SHAREKHAN
Sharekhan is one of the leading retail brokerage of Citi Venture which is running successfully
since 1922 in the country. Earlier it was the retail broking arm of the Mumbai-based SSKI
Group, which has over eight decades of experience in the stock broking business. Sharekhan
offers its customers a wide range of equity related services including trade execution on BSE,
NSE, Derivatives, depository services, online trading, investment advice etc.
FEATURES OF SHAREKHAN LIMITED AND KNOWING ITS COMPETITORS:
We have already had deep introduction about Sharekhan Limited but it is now important to
understand and know the features and other aspects of Sharekhan Limited. It is also important to
know about the competitors of Sharekhan Limited and also see to as to what they offer and how
they are better or not so good as compared to Sharekhan Limited.
In this we shall first of all look at various features of Sharekhan Limited and know about its
competitors. Then we shall have a SWOT analysis and Porter’s Five Forces analysis to
comprehend the situation in a better manner.
45

49. Features offerd by sharekhan limited:
Types of account:-
1. Sharekhan Classic Account:
Allow investor to buy and sell stocks online along with the following features like multiple
watch lists Integrated Banking, Demat and digital contracts, Real-time portfolio tracking with
price alerts and Instant credit & transfer.
a. Online trading account for investing in Equities and Derivatives
b. Free trading through Phone(Dial-n-Trade)
 Two dedicated numbers for placing your orders with your cell phone or landline.
 Automatic funds transfer with phone banking(for Citibank and HDFC bank
customers)
 Simple and Secure Interactive Voice Response based system for authentication.
 Get the trusted, professional advice of our teleprocess.
 After hours order placement facility between 8:00 am and 9:30 am
c. Integration of: Online trading + Bank + Demat account.
d. Instant cash transfer facility against purchase & sale of shares.
e. IPO investments.
f. Instant order and trade confirmations by e-mail.
g. Single screen interface for cash and derivatives.
2. Trade Tiger Account:
This is a software based facility provided by Sharekhan to its customers. This basically meant for
those customers who are very active in share market and have knowledge to certain extent. This
Trade Tiger has certain features which are enumerated as below:-
a) Single screen interface for cash and derivatives.
b) Real-time streaming quotes with Instant order Execution & Confirmation.
46

50. c) Hot keys similar to a traditional broker terminal.
d) Alerts and reminders.
e) Back-up facility to place trades on Direct Phone lines.
Fees and Brokerage Charged:
Sharekhan charges 0.05% for intra day transaction and 0.5% for delivery.
Other Charges:-
Account Opening Charges:
375 Rs + 5000 (margin money) or
200 Rs + 10,000 (margin money) or
0 Rs + 25,000 (margin money)
Annual maintenance charges
400 Rs (from the second year)
Call and Trade charges
Nill
Merits and Advantages of Opening an Account At Sharekhan Limited:
1) Many services are provided to the customers as SMS alerts, updates on emails, tips
related to stocks etc.
2) All time relationship manager facilities are provided to the customers with the help of
which it can call its relationship manager even after market hours.
3) Sharekhan provides the facility of transferring funds from various banks. Sharekhan has a
tie up with eleven banks through which a customer can transfer its funds into the trading
47

51. and demat account from savings account or from trading and demat account to savings
account.
4) No Annual Maintenance Charges for the first year provides customers with an
opportunity to test Sharekhan and its services.
Demerits and Difficulties Faced For An Account At Sharekhan Limited:
1) All the users are not provided the facility to trade in commodities. Only those who started
with an amount of Rs.25000 and above are provided this service.
2) There are many hidden cost and service charges which are cleared before hand.
3) After trade hour facilities are not so great as compared to other broking houses.
4) It was problem that a person cannot purchase mutual funds online. But now this problem
has been rectified.
Brokerage for Intraday
Online Broker Brokerage for Delivery AMC*
trading
Sharekhan
0.03% - 0.50% 0.03% - 0.10% 300
brokerage charges
Karvy
0.30% - 0.50% 0.03% - 0.15% 300
brokerage charges
ICICI direct
0.75% 0.15% 500
brokerage charges
Indiabulls
0.25% - 0.50% 0.05% - 0.10% Nil
brokerage charges
HDFC Securities
0.50% 0.15% 500
brokerage charges
48

52. Religare
0.20% - 0.30% 0.02% - 0.03% 250
brokerage charges
Reliance Money
0.01% 0.01% card system
brokerage charges
Indiainfoline
0.50% 0.10% Nil
brokerage charges
AMC=ACCOUNT MAINTENANCE CHARGES.
RESEARCH OBJECTIVES
Our research study has two objectives:-
PRIMARY OBJECTIVE: To study about the competitive position of Edelweiss Broking ltd in
Competitive Market.
SECONDARY OBJECTIVE: -
1. To know about the awareness towards stock brokers and share market.
2. To study about the effectiveness & efficiency of Edelweiss Broking Ltd in relation to its
competitors.
3. To study about whether people are satisfied with Edelweiss Services & Management System
or not.
49

53. Research Methodology
Sampling design
Types of sampling
 Random Sampling
Research Approach
 Descriptive approach
Techniques to be used in research approach
 Survey and interview
Sampling Unit
 Questionnaire
In this project Questionnaire is used as the research instrument. These questionnaires include
Close Ended as well as Open Ended questions. The questionnaire is attached at the end of
Annexure.
Data collection
Primary Data Collection
 Structured questionnaire for the customer.
Secondary data collection
 Journals
 Web-sites
 News paper
50

54. BROKERAGE DETAILS OF THE COMPANY
ANGEL BROKING
CRITERIA ANGEL STOCK BROKING
Demat a/c opening charges 660
Brokerage intra day, delivery Classic plan: 3p ,20p
Freedom plan; 1p,10p
AMC(Annual Maintenance Charges) Rs.225
Trading funding intra day, delivery 6times,4 times(minimum stock Rs 50000)
Interest rate 18 %pa
Debit period T+2 DAYS
Mode of trading Both online and offline
Margin money ,5000,10000
51

55. CRITERIA RELIGARE SECURITIES LTD
Demat a/c opening charges 299,499,999
Brokerage intra day, delivery Classic plan: 5p ,50p
Freedom plan; 3p,30p
AMC (Annual Maintenance Charges) No amc
Trading funding intra day, delivery 6times,4 times(minimum stock rs 500000)
Interest rate 18 %pa
Debit period T+2 DAYS
Mode of trading Both online and offline
Margin money 5000,5000,10000
Software installation charges No extra charges
52

56. CRITERIA ICICI DIRECT
Demat a/c opening charges RS 750/-
Brokerage intra day, delivery 50P,75P
AMC(Annual Maintenance Charges) RS 500/-
Trading funding intra day, delivery 3-4 times of the available funds.
Interest rate 18% p.a.
Debit period T+2 DAYS
Mode of trading Both Online & Offline
Margin money -
Software installation charges -
53

57. CRITERIA Kotak securities .com
Demat a/c opening charges RS 550
Brokerage intra day, delivery 2.5P,25P
AMC(Annual Maintenance Charges) RS 30pm
Trading funding intra day, delivery 7times,4 times
Interest rate 21%
Debit period T+2
Mode of trading Offline
Margin money Rs8000/-
Software installation charges _
54

58. CRITERIA HDFC securities
Demat a/c opening charges Rs 799/-
Brokerage intra day, delivery 15p,50p
AMC(Annual Maintenance Charges) Nil
Trading funding intra day, delivery 10times,4 times
Interest rate -
Debit period T+ 2days
Mode of trading Both
Margin money 5000,10000
Software installation charges -
55

59. DATA ANALYSIS
QUESTIONNAIRE ANALYSIS
Q. 1 Through which of the channels do you usually buy a financial product?
Direct from the 20%
company
Internet 5%
Broker 75%
Direct from the Internet
company 5%
20%
Broker
75%
56

60. Conclusion:
When it comes to channels of buying a financial product most of the people prefer to buy
it from a broker as it is the most trusted source and they have a good market and product
knowledge. Many people like to inquire themselves directly from the company while 5%
of the people look for internet as a medium. This graph shows that broking business is a
profitable one as it attracts the large volume of potential customers.
Q.2 What is your preferable tool of investment?
Preferable tools In Percentage
Equity share 22
Real state 7
Derivative instrument 5
Mutual fund 25
Gold and bullion 5
Bank deposit 36
57

61. Preferable tool of investment
Bank Deposit
36%
Equity shares
22%
Gold and
bullion
5%
mutual fund
25% Real estate
Derivative 7%
instrument
5%
Conclusion-
When it comes to investing one’s income 36% of the people prefer to be on the safer side
and avoid risk by investing in the bank deposits. The next option is mutual funds as they are
comparatively risk free. Equity shares are the next best option according to the
respondents. So it can be said that most of the people prefer risk-free return. While a 22%
of graph shows that equity shares are considered as a good option by the investors due to
their high return.
58

62. Q3. How did you come to know about Edelweiss?
Know Through In Percentage
Internet 12.7
Print and Electronic media 20.3
Reference group 27.6
By Chance 39.4
50
40
30
20
Series1
10
0
Internet Print and Reference By Chance
Electronic group
Media
Conclusion:
The above responses shows that most of the people came to know about Edelweiss by
chance while many through reference group. Reference group is a good source of
information about the company.
59

63. Q.4 Are you aware of all the products offered by Edelweiss?
Yes 30 %
No 70%
Chart Title
Yes
30%
No
70%
Conclusion-
70% of the people are not aware of the products offered by the Edelweiss. In this category
few of the respondents knew about the equity share trading but were not aware of all the
products, while a large chunk of respondents had never heard of Edelweiss.
60

64. Q5. Have you used any Edelweiss financial product?
Yes 22%
No 78%
80
70
60
50
Series1
40
30
20
10
0
Yes No
Conclusion:
In response to the question 78.0% of the respondents said that they are not using any
Edelweiss product at present, so it gives a clear picture that there is a huge untapped
segment among which the product needs to be pitched.
61

65. Q.6 Which Edelweiss product are you using now?
Product In Percentage
Mutual fund 40
De-Mat 10
Debenture 45
Other (structured Product) 5
45
50 40
40
30
20 10
5
10
0
Mutual fund De-Mat Debenture Other
(structured
Product)
Series1
Conclusion:
From the response it can be seen that De-mat (equity shares) is the highest selling
product of Edelweiss followed by mutual fund. Of the 21.56% of people using Edelweiss
products nearly 50% prefer equity shares.
62

66. Q.7 Best company according to the respondents ?
Company Percentage Company Percentage
ICICI Direct 30 Indiabulls 7.56
Share khan 21.44 HDFC Securities 6
Motilal oswal 12 Indiainfoline 4
Religare 4 Enarn 5
Edelwiess 10
30
30
25 21.44
20
15 12
10
10
7.56 6
4 4 5
5
0
Series1
Conclusion
30% of the respondents ranked ICICI Direct as the number one share trading company.
This is mainly because of its good Brand Image and linked bank account. Sharekhan is
preferred for its customer friendly approach and trading terminal. Still Edelweiss stands in
the competition and is preferred mainly because of its research facility.
63

67. Q.8 Factors affecting the choice of a company?
Factors affecting In Percentage
Brand Image 28
innovation 3.5
Service 6.89
Proximity with residence 8
Dealer support 18
Advance R&D 20
Brokerage 23
28
30 23
25 18 20
20
15 6.89 8
10 3.5
5
0
Series1
64

68. Conclusion:
When it comes to the choice of the company the factor that affects the decision to the
largest extent is the Brand Image i.e. the reputation of the company. The best example is
ICICI. Brokerage is the second most important factor. Edelweiss has good research so it has
the capability of attracting customers. Of the above factors all are present in Edelweiss
except a good Brand Image, which it needs to build.
Q.9 Possible sources searched for financial product information?
Source In Percentage
Television / Radio 19
Internet / website 21
Newspaper / Magazine 11
Friend 32
Word of Mouth 17
65

69. Chart Title Television /
Word of Mouth Radio
17% 19%
Internet /
website
Friend
21%
32%
Newspaper /
Magazine
11%
Conclusion:
Most of the respondents 32% trust their friend’s advice when it comes to financial
product information especially in stock market. They trust on their experience with the
company and act accordingly.
ANALYSIS OF THE QUESTIONNAIRE FOR EXISTING CLIENTS
1) Association with the company
Duration Customer in Percentage
66

70. 6 month 43
1 year 38
2 year 11
More than 2 year 8
Association with company
more than 2 6 month
2 year year 43%
11% 8%
1 year
38%
Conclusion
Most of the customers are newly acquired.
67

71. 2) Satisfaction level of the customers
Satisfaction Level Customer in Percentage
Extremely Satisfaction 11
Satisfied 49
Neutral 32
dissatisfaction 8
Satisfaction level of the customers
Extremely
dissatisfaction
Satisfaction
8% 11%
Netural Satisfaction
32% 49%
Conclusion:
49% of the customers are satisfied and 8% dissatisfied. The company needs to work on these
customers and minimize their dissatisfaction.
68

72. 3) Expectations of the customers
Expectations Customer in Percentage
Reduction in brokerage 34
Improved service Quality 31
More tips 13
Customer friendly norms 22
Expectations of the customers
Series1
34
31
22
13
Reduction in Improved service More tips Customer friendly
brokerage Quality norms
Conclusion:
Most of the customers want the brokerage to be reduced and services to be
improved.
69

73. ANALYSIS OF QUESTIONNAIRE FOR DORMANT CLIENTS
1) Reason for disassociation
Reason for Disassociation In percentage
Liquidity crisis 11
Alternate brokerage firm 7
lost faith in capital market 26
temporary breaks 56
Reason for disassociation Liquidity crisis
11%
Alternate
brokerage firm
7%
temporary lost faith in
breaks capital market
56% 26%
Conclusion:
Because of the present turmoil in the stock market most of the people have taken
temporary breaks and are not trading, While 7% of the people have found alternate broking
houses.
70

74. 2) Attractive features of the competitors
Features of Competitors In Percentage
low brokerage 43
proximity to residence 12
trained people in desk 10
good system support 32
good research 3
43
45
40 32
35
30
25
20 12
15 10
10 3
5
0
low proximity trained good good
brokerage to people in system research
residence desk support
Series1
Conclusion:
Low brokerage is what attracts most of the customers. Besides Edelweiss needs to
improve its quality of service.
71

75. ANALYSIS AND INTERPRETATION FOR CUSTOMER PRFERENCES
We shall now begin with the analysis and interpretation part for customer preferences.
Q1. Have you invested in any investment plan?
have you invested in any investment plan?
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 68 67.3 68.0 68.0
No 32 31.7 32.0 100.0
Total 100 99.0 100.0
Missing System 1 1.0
Total 101 100.0
Interpretation: As we can see from the above table, 68% of have invested their money in some or
the other investment plan. Whereas there are 32% of people who have not invested in any plan
what so ever. It is good to see that the majority of people have an investment in some form or the
other, but the rest 32% is also not a small figure. It shows that there is a lot of people who idle
money with them which can be invested in something fruitful.
72

76. The above table has been depicted with the help of a pie chart which is as follows:-
73

77. Q2. If no, then what are the reasons for the same?
if no, then what are the reasons for the same?
Cumulative
Frequency Percent Valid Percent Percent
Valid no answer 68 67.3 68.0 68.0
lack of fund 12 11.9 12.0 80.0
lack of proper knowledge 11 10.9 11.0 91.0
lesser returns 9 8.9 9.0 100.0
Total 100 99.0 100.0
Missing System 1 1.0
Total 101 100.0
Interpretation: We can see from the above table that the most of the people who are not investing
in any plan is due to the lack of funds. This table suggests that lack of fund is the major problem.
The second most important is that lack of knowledge in terms of market. This is a big hurdle.
And if it is not eradicated there will always be a lot idle money which shall not be invested
anywhere.
74

78. Q3. If yes, then in what do you invest?
if yes, then what do you invest in?
Cumulative
Frequency Percent Valid Percent Percent
Valid no answer 32 31.7 32.0 32.0
Fixed deposits 10 9.9 10.0 42.0
saving accounts 36 35.6 36.0 78.0
post office 5 5.0 5.0 83.0
provident fund 17 16.8 17.0 100.0
Total 100 99.0 100.0
Missing System 1 1.0
Total 101 100.0
Interpretation: We can see clearly from the table that the most number of people in terms of
investment have only savings bank account. The next option which has been on a high scale is
provident fund. This shows that even though the people who are investing are high in numbers
but they are investing in things those are less risky and can earn a stable and constant income.
75

79. Q4. What income group do you belong to?
what income group do you belong to?
Cumulative
Frequency Percent Valid Percent Percent
Valid rs.100000-rs.300000 9 8.9 9.0 9.0
rs.300000-rs.500000 47 46.5 47.0 56.0
rs.500000-rs.2500000 35 34.7 35.0 91.0
rs.2500000 and above 9 8.9 9.0 100.0
Total 100 99.0 100.0
Missing System 1 1.0
Total 101 100.0
Interpretation: We see from the table above that most of our respondents belong to the income
group of Rs.300000-Rs.500000 and the second highest percentage comes from Rs.500000-
Rs.2500000. but still there are many people who do not invest in any thing more risky and full of
higher returns and among them are many who do not invest at all.
76

80. Q5. If asked to invest, what would be your term of investment?
if asked to invest what will be your term of investment?
Cumulative
Frequency Percent Valid Percent Percent
Valid long term 73 72.3 73.0 73.0
Short term 27 26.7 27.0 100.0
Total 100 99.0 100.0
Missing System 1 1.0
Total 101 100.0
Interpretation: From the above table we can clearly see that most of the people are interested in
long term investment which shows that people look towards more of a stable income over longer
period of time.
77

81. Q6. If asked to invest, with what amount would you like to invest?
If asked to invest with what amount would you invest?
Cumulative
Frequency Percent Valid Percent Percent
Valid rs.5000-rs.10000 57 56.4 57.0 57.0
rs.10000-rs.25000 33 32.7 33.0 90.0
rs.25000-rs.100000 9 8.9 9.0 99.0
rs.100000-rs.500000 1 1.0 1.0 100.0
Total 100 99.0 100.0
Missing System 1 1.0
Total 101 100.0
Interpretation: We can see from the table above that the most of the people are interested in
investing only Rs.5000-Rs.10000. It shows that most of the people are interested only in
investment which is small in terms of denominations and requirement and would not lead much
loss hence less risky.
Now let us look at some of the Cross Tabs which I have done.
78

82. CROSS TABS:
1) It is between those whose have done some sort of investment and the income group they
belong to.
if yes, then what do you invest in? * what income group do you belong to? Crosstabulation
Count
what income group do you belong to?
rs.100000- rs.300000- rs.500000- rs.2500000 and
rs.300000 rs.500000 rs.2500000 above Total
if yes, then what do you no answer 4 10 13 5 32
invest in?
fixed deposits 0 4 6 0 10
saving accounts 4 20 10 2 36
post office 1 2 2 0 5
provident fund 0 11 4 2 17
Total 9 47 35 9 100
79