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COMPETITIVE Advantage of
trading in reliance money


Manaswini Mohanty

Under the guidance of

Corporate Guide Institute Guide
Mr.Sudhansu Parida Mrs.Sasmita Mishra

serial Page
no Topic no.
1 Certificate by Organization
2 Certificate by Faculty guide
3 Acknowledgement
4 Declaration
5 Executive Summary
6 Introduction and Review Of Literature
7 Company Profile
8 Competitors Of Reliance Money
9 Trading Portal
10 Research Methodology
11 Findings
12 Recommendations and Limitations
13 Conclusion
14 Bibliography
15 Annexure(Questionnaires)

MANAGEMENT , hereby declare that the project titled “COMPETITIVE
and has not been submitted to any other academic institution for award of any
degree or diploma in full or part by me.




MANAGEMENT , hereby declare that the project titled “COMPETITIVE
and has not been submitted to any other academic institution for award of any
degree or diploma in full or part by me.




I am indeed very happy to acknowledge the numerous personalities involved in

lending their help to make my summer project a successful one.
Firstly, I would like to thank Reliance Money Ltd. for providing me the
opportunity to work on this project.

I would like to thank my corporate guide Mr.Sudhansu Parida and all other staff of
Reliance Money for helping me in learning the lessons of professional
management. His able guidance and valuable inputs have helped me a lot in
successfully completing this project.

I express my sincere gratitude to my institute guide Dr.Sasmita Mishra who took a

lot of personal interest in supervising this project and guiding me. She has been a
great source of inspiration in the task of completion of this project work. Her
profound advice, timely guidance has been of immense value to me.

This acknowledgement would not be completed without extending my thanks to

my friends, who did their summer internship along with me at Reliance Money
Ltd, who helped me clear any doubts that arose during my internship and for
extending their support to me during my period of internship.


Whether it’s retiring early, saving for children’s education,

paying off a loan or to live a secured and satisfied life everyone has
dreams they can achieve by investing their savings. However, the
question that arises is that, should one leave his money tucked away in
the bank or plough it into the stock market where the potential for
higher returns is greater but the chances of losing money is higher?
Deciding where to invest depends on one`s attitude towards risk (one`s
capacity to take risk and one`s tolerance towards risk) and the
investment horizon and non-availability of guaranteed-return
investment products. In such a scenario, investing in equity, which
offers returns that are higher than the inflation rate, help to build
wealth and to improve the standard of living.

India is a developing economy.its prospering in all

spheres. Share market is a compelling determinant of the economy and the
financial situation of a country.Ever since the liberalization,privatization and
globalization,the foreign investment in our country is booming. Share market is a
clear indicator of the developing trend prevailing in our country.Statistics reveal
that the trade volume has been increasing continuously,coupled with the ups and
downs which is a nature of share trading. We are living in an interlinked
world.with the growing volume of trade,it has become a necessity that people are
aware of the intricacies of the web world.

SENSEX the benchmark indicator of share trading has more than tripled ever since
on line share trading commenced.it has become imperative to be a participant of
this mode of trading.

Recently,the crisis in the financial market resulted in global inflation.the share

market was a clear indicator of the prevailing prices.

Share trading is a way of faster earning and losing money. In the recent years,a
volatile market could be witnessed. In the desire to earn money in a quick
manner,more and more people have ventured out into share trading. Lack of
awareness of many investors have made them loose lakhs of money in the stock
market. Wise plays by many others have made them earn in crores.

Where the American NASDAQ is in the commanding position,hongkong,Tokyo

etc are some of the asian exchanges being quoted repeatedly when it comes to
news about the share market. SENSEX is not far behind.indian bourses are also
often quoted.

Electronic trading or online trading eliminates the need for physical trading
floors.brokers can trade from their offices,using fully automated screen based
processes. Their workstations are connected to a stock exchange’s central computer
via satellite using Very Small Aperture Terminus(VSATs). The orders placed by
brokers reach the exchange’s central computer and are matched electronically.

Stock exchange

A stock exchange , share market or bourse is a corporation or mutual

organization which provides facilities for stock brokers and traders , to trade
company stocks and other securities .Stock exchanges also provide facilities
for the issue redemption, as well as, other financial instruments and capital
events including the payment of income and dividends . The securities traded on
a stock exchange include: shares issued by companies ,unit trusts and other pooled
investment products and bonds .To be able to trade a security on a certain stock
exchange, it has to be listed . Usually there is a central Location at least for
recordkeeping, but trade is less and less linked to such a physical place, as
modern markets are electronic networks, which gives them advantages of speed
and cost of transactions. Trade on an exchange is by definition done in the
primary market and subsequent trading is done in the secondary market. Supply
and demand in stock markets is driven by various factors which, as in free markets,
affect the price of stocks(see stock valuation).There is usually no compulsion to
issue stock via the stock exchange itself, nor must stock be subsequently traded
on the exchange. Such trading is said to be off exchange or over-the-counter.This
is the usually way that bonds are traded. Increasingly more and more stock
exchanges are part of a global market for securities.

A.] The role of the stock exchange

Raising capital for businessess

The stock exchange provides companies with the facility to raise capital for
expansion through selling shares to the investing public.

Mobilizing savings for investment

When people draw their savings and invest in shares, it leads to a more rational
allocation of resources because funds, which could have been consumed, or kept in
idle deposits with banks are mobilized and redirected to promote business
activity with benefits for several economic growth and higher productivity

Facilitate company growth

Companies view acquisitions as an opportunity to expand product lines,
increase distribution channels, hedge against volatility, increase its market
share, or acquire other necessary business assets. A takeover bid or a merger
agreement through the stock market is one of the simplest and most common
ways to company growing by acquisition or fusion.

Redistribution of wealth

By giving a wide spectrum of people a chance to buy shares and therefore

become part-owners (shareholders) of profitable enterprises the stock market
helps to reduce large income inequalities .Both casual and professional stock
investors through stock price rise and dividends get achance to share in the profits
of promising business that were set up by other people.

Corporate governance-

By having a wide and varied scope of owners , companies generally tend to

improve on their management standards and efficiency in order to satisfy the
demands of these shareholders and the more stringent rules for public
corporations by public stock exchange and the government . Consequently , it is
alleged that public companies (companies that are owned by shareholders who are
members of the general public and trade shares on public exchange) tend to have
better management records than privately-held companies (those companies
where shares are not publicly traded ,often owned by the company founders and /
or their families and heirs , or otherwise by a small group of investors) . However
, some well-documented cases are known where it is alleged that their has been
considerable slippage in corporate governance on the part of some public
companies .

Creates investment opportunities for small investors

As opposed to their businesses that require huge capital outlay , investing in shares
is open to both the large and small stock investors because a person buys the
number of shares they can afford . Therefore the Stock Exchange provides an extra
source of income to small savers.

Government raises capital for development projects

Governments at various levels may decide to borrow money in order to finance

infrastructure projects such as sewage and water treatment works or housing
estates by selling another category of securities known as bonds .These bonds can
be raised through the Stock Exchange whereby members of the public buy them ,
thus loaning money to the government . The issuance of such municipal bonds can
obviate the need to directly tax the citizens in order to finance development ,
although by securing such bonds with the full faith and credit of the government
instead of with collateral , the result is that the government must tax the citizens or
otherwise raise additional funds to make any regular coupon payments and refund
the principal when the bonds mature.

Barometer of the economy

At the stock exchange , share prices rise and fall depending , largely , on market
forces. Share prices rise tend to rise or remain stable when companies and the
economy in general show signs of stability and growth .An economic recession ,
depression , or financial crisis could eventually lead to a stock market crash .
Therefore the movement of the general tend in the economy .The listing
requirements are the set of conditions imposed by a given stock exchange upon
companies that want to be listed on that exchange .Such conditions sometimes
include minimum number of shares outstanding , minimum market capitalization ,
and minimum annual income.


Reliance ADA Group

About Reliance Money in brief

Reliance Reliance Reliance Reliance Reliance

General Insurance Life Insurance Money Consumer Finance

Reliance money is a part of the reliance Anil Dhirubhai Ambani Group and is
promoted by Reliance capital, the fastest growing private sector financial services
company in India, ranked amongst the top 3 private sector financial companies in
terms of net worth.

Reliance money is a comprehensive financial solution provider that enables you to

carry out trading and investment activities in a secure, cost-effective and
convenient manner. Through reliance money, you can invest in a wide range of
asset classes from Equity, Equity and commodity Derivatives, Mutual Funds,
insurance products, IPO’s to availing services of Money Transfer & Money

Reliance Money offers the convenience of on-line and offline transactions through
a variety of means, including its Portal, Call & Transact, Transaction Kiosks and at
it’s network of affiliates.
Some key steps of the company that are as…..

“Success is a journey, not a destination.” If we look for examples to prove this

quote then we can find many but there is none like that of Reliance Money. The
company which is today known as the largest financial service provider of India.

Success sutras of Reliance Money:

The success story of the company is driven by 9 success sutras adopted by it


Trust, Integrity, Dedication, Commitment, Enterprise, Hard work, Home work,

Team work play, Learning and Innovation, Empathy and Humility and last but
not the least it’s the Network .

These are the values that bind success with Reliance Money.

Vision of Reliance Money

To achieve & sustain market leadership, Reliance Money shall aim for complete
customer satisfaction, by combining its human and technological resources, to
provide world class quality services. In the process Reliance Money shall strive to
meet and exceed customer's satisfaction and set industry standards.

Mission statement:

“Our mission is to be a leading and preferred service provider to our customers,

and we aim to achieve this leadership position by building an innovative,
enterprising , and technology driven organization which will set the highest
standards of service and business ethics.”


Reliance Money offers its clients competitively priced Equity broking, PMS and
Portfolio Advisory Services. Trading execution assistance provided to clients. In
addition Reliance Money provides independent and unbiased view on markets
along with trading strategies and entry / exit points for taking an informed
Mutual Funds

A mutual fund is a professionally managed fund of collective investments that

collects money from many investors and puts it in stocks, bonds, short-term money
market instruments, and/or other securities.

Reliance Money offers dedicated research & expert advice on Mutual Funds.
Mutual funds are considered to have low risk factors owing to diversification of
assets into various sectors and scripts or instruments within.

A mutual fund is a common pool of money into which investors place their
contributions that are to be invested in acoordance with a stated objective.Then
the ownership of the fund is just “joint” and “mutual”; the fund belongs to all


Reliance Money assists its clients in choosing a customized plan which will secure
the family’s future and their expenses post-retirement. Clients can choose from
different plans of almost all Insurance Companies where they can invest their
money. Clients can choose from products and services that channelise their savings
and protect their needs while guaranteeing security and returns for life. A team of
experts will suggest the best Insurance scheme which suits the client’s requirement.

General Insurance

General Insurance is all about protecting against all kind of insurable risks.
Reliance Money assists you in areas of Health insurance, Travel insurance, Home
insurance and Motor insurance.


A single platform to trade on both the major commodity exchanges i.e. NCDEX
and MCX. In addition In-house research desk shall provide research reports on all
major commodities which shall enable in getting views for trading and diversify
client’s holdings. Trade Execution assistance is also provided to clients.

Structured Products, Art Investments

Structured Products is a new class of financial products for investors apprehensive

of increased volatility in stock markets. Specially designed products could include
Equity, Index-linked in nature, Real Estate Funds, Art Funds, Overseas
Investments and Infrastructure Investments.

Tax Planning

With a view to provide complete wealth management solutions, Reliance Money’s

wealthmanagement offerings include tax related services like:

Tax Planning & advisory

Filing Tax returns for individuals

Real Estate Advisory Services

Broking Model for lease/rent and buy/sell of property

Property Valuation

Real-estate Consulting – Corporate earnings model, Lease rentals, etc.

Offshore Investments

Reliance Money provides a unique opportunity to invest in international financial

markets through the online platform which includes different product ranges.


At RELIANCE MONEY, initially we were imparted process and
product knowledge. We were given sufficient time to know about the
products and also about sales and distribution channel. We had to work
with the sales representatives of the Distributor and think of ways of
improving the sales and distribution channel and implementing them.
The main aim was to increase sales and for this different ways were
tried and implemented. We were provided with database and had to
make calls from the data. Company activity was also one of the major
sources for generating business. Initially they even accompanied sales
representatives to the clients place. Main objective was to know the
need of the customer and how to fulfill that in the best way.

The project dealt with various fields like:

1. Demat account
2. Mutual funds
3. Life insurance

This experience helped me to understand the basic functioning of the Reliance

Money as a Broking House and I came to know the products of Reliance Money.
The Training Sessions were held by different persons from different organization
assigned targets to sell the Life Insurance of TATA-AIG and ICICI
PRUDENTIAL, mutual fund of BIRLA SUN LIFE along with Demat A/c of
Reliance Money. The training for Life Insurance was conducted by Mr. Sibashish
Mohanty from Tata-Aig and Mr. Rakesh Kumar from ICICI PRUDENTIAL and
that of Mutual Funds was conducted by Mr. Rishabh Jain and Ashish Kumar of
Birla Sun Life. The training for De-mat was conducted by Mr. Sudhanshu Parida of
Reliance Money. These training gave me an insight into the products that Reliance
Money deals in. The best learning experience was that I started from the very
basics of getting to that position and not from the position itself. This helped me
get useful insight and understanding of various financial products, the market
details about them and the benefits provided by them to the customers.
Our task was divided in 4 phases:

1. Product knowledge: This included the theoretical knowledge about

the field and products which needed to be marketed.

2. Pitching in retail sector: This included the implementation of the

knowledge imparted to us and the test of our marketing skills. Initially
we were accompanied by other sales executive so that we can learn
how to deal with the customers and understand their need. This also
enhanced our interpersonal skills and confidence level.

3. Implementation in retail sector and pitching in corporate: By the

start of this phase we were confident enough about the pitching and
fulfilling the needs of the customer in the retail sector. This also
included of the ways we should pitch the corporate.

4. Implementation at corporate levels: This included the

implementation of the all the knowledge and ways learnt for the
pitching and extracting business out of the corporate.

With the end of 8 weeks every phase was completed and it gave
us the real experience of retail as well as corporate world.

Reliance Money serves a vast range of all financial products like advisory
services, Mutual funds, Demat Accounts, Insurances, Gold etc, so all the
companies who offer these services are the competitors of the Reliance Money.
There are many competitors for Reliance Money on this basis and almost all of
them offer the services which Reliance Money offers.

Few Major competitors are:

• India bulls

• Anand Rathi securities

• ICICI Securities.
• Sharekhan
• Kotak Securities
• India Infoline

India Infoline Ltd:

India Infoline Ltd is listed on both the leading stock exchanges in India, viz. the
Stock Exchange, Mumbai (BSE) and the National Stock Exchange (NSE). The
India Infoline group, comprising the holding company, India Infoline Ltd and its
subsidiaries, straddles the entire financial services space with offerings ranging
from Equity research, Equities and derivatives trading, Commodities trading,
Portfolio Management Services, Mutual Funds, Life Insurance, Fixed deposits and
other small savings instruments to loan products and Investment banking. India
Infoline also owns and manages the websites.

India Infoline Limited is listed on both the leading stock exchanges in India,
viz. the Stock Exchange, Mumbai (BSE) and the National Stock Exchange (NSE)
and is also a member of both the exchanges. It is engaged in the businesses of
Equities broking, Wealth Advisory Services and Portfolio Management Services. It
offers broking services in the Cash and Derivatives segments of the NSE as well as
the Cash segment of the BSE. It is registered with NSDL as well as CDSL as a
depository participant, providing a one-stop solution for clients trading in the
equities market. It has recently launched its Investment banking and Institutional
Broking business.

India Infoline Securities Pvt Ltd:

India Infoline Securities Pvt Ltd is a 100% subsidiary of India Infoline Ltd,
which is engaged in the businesses of Equities broking and Portfolio Management
Services. It offers broking services in the Cash and Derivatives segments of the
NSE as well as the Cash segment of the BSE.
Fig (4)

Sharekhan Securities:

Sharekhan was created when SSKI Investor Services Pvt. Ltd., a company
in the securities and equities segment decided to harness the power of the Internet
and offer services to its customers through an online stock trading portal.
Sharekhan brings and provides a user-friendly online trading facility. They also
have an extensive all-India ground network of franchisees across the country.

The company offers its services through a combination of online and offline
channels. The online model comprises a portal, chat facilities, and 'speed trade'
terminals. And the offline model uses a combination of an IVR infrastructure and a
team of customer agents to receive orders over the telephone.

ICICI Securities;
ICICI Securities, A subsidiary of ICICI Bank, was set up in February 1993
to provide investment-banking services to investors in India. As on date ICICI
Bank holds 99.9% of the share capital of ICICI Securities.

ICICI Securities Limited is India’s leading full service investment bank with a
dominant position in all segments of its operations –

• Corporate Finance
• Fixed Income and
• Equities. (www.icicisecurities.com)

Kotak Securities:

Kotak Securities Limited, a 100% subsidiary of Kotak Mahindra Bank, is

the stock broking and distribution arm of the Kotak Mahindra Group. Kotak
Mahindra is one of India's leading financial institutions, offering complete
financial solutions that encompass every sphere of life. From commercial banking,
to stock broking, to mutual funds, to life insurance, to investment banking, the
group caters to the financial needs of individuals and corporate. Kotak also offers
stock broking through the branch and Internet, Investments in IPO, Mutual funds
and Portfolio management service.

The Kotak Mahindra Group;

Kotak Mahindra is one of India's leading financial conglomerates, offering
complete financial solutions that encompass every sphere of life. From commercial
banking, to stock broking, to mutual funds, to life insurance, to investment
banking, the group caters to the financial needs of individuals and corporates.
The group has a net worth of over Rs. 5,609 crore, employs around 17,100
people in its various businesses and has a distribution network of branches,
franchisees, representative offices and satellite offices across 344 cities and towns
in India and offices in New York, London, Dubai, Mauritius and Singapore. The
Group services around 3.6 million customer accounts. Kotak Securities has 195
branches servicing more than 2, 20,000 customers and coverage of 231 Cities.
Kotaksecurities.com, the online division of Kotak Securities Limited offers
Internet Broking services and also online IPO and Mutual Fund Investments.


Indiabulls is India’s leading Financial Services and Real Estate Company

having over 640 branches all over India. Indiabulls serves the financial needs of
more than 4,50,000 customers with its wide range of financial services and
products from securities, derivatives trading, depositary services, research &
advisory services, consumer secured & unsecured credit, loan against shares and
mortgage & housing finance. Indiabulls Financial Services Ltd is listed on the
National Stock Exchange, Bombay Stock Exchange.

ICICI Kotak Motilal India
Companies Reliance Direct Religare Securities Oswal Bulls

Type of

Services Equity

Delivery Cash Cash Cash Cash Cash Cash

Intraday NSE Y Y Y Y Y Y


upo 20
Intraday Margin 5 times 5 times applied) 4 times 5 4 to 7

Margin Super
Plus Multiple
Margin with -10 to -10 times
Stop Loss 12 exposure
order N times - in Cash - N

Product - - - - -

Commodity Y Y Y Y N


Funds Y Y Y Y Y N

Gold N N Y Y N

Forex N N Y N N

Trading Equity Y Y Y Y Y N

Derivative Y Y Y N N

Service PCG Y Y Y Y Y N

Forex Y N N N N N
ICICI Kotak Motilal
Companies Reliance Direct Religare Securities Oswal

Sources of
Business Franchisee Franchisee

Remissars Agents

BDE Manager

Branch Branch

Webworld Branches

Mode of
Trading Web Y Y Y Y Y

Kiosk Y N N N N

Call Center Y Y Y Y Y

Branch N Y N N

Partner Franchisee Franchisee N

Manager N Y

Mode of
Handling Branch Y Y Y

Call Center Y Y Y Y Y

Mapped Y Y Y Y


Mode of separate
Communication Email mail ID Y Y

Posts Cheque Y Y
Companies Reliance ICICI Direct Religare Kotak Securities Oswal

Retail Trading Portal

R-ACE Pro Account with
(Basic)- static Quotes
Activation - Refresh
Equity Easy Trade Web based Charge Rs299 Fastlane option

R-ACE Pro KEAT - Kotak Spectrum-

(Advanced) Securities E Live
Activation charge trading access streaming
Insta Trade Direct Link - Rs 499 Terminal. Quotes

(Professional) KEAT - Premium
Activation (Coustomised to
Fast Trade Charge - Rs 999 need)

Charting Recognia Recognia Y Y Y


Send sms
after Trade
Execution Y Y Y Y

Sevices Y Y - View N

Chat Services Y N N

Online trading refers to buying and selling of the

shares/stocks/contracts/bonds with the use of internet. In this shares
are not issued in physical form rather they are transferred in the
dematerialized form in the Demat account directly.

In India, a Demat account, the abbreviation for dematerialized
account, is a type of banking account which dematerializes paper-
based physical stock shares. The dematerialized account is used to
avoid holding physical shares: the shares are bought and sold through
a broker. This account is popular in India. The Securities and
Exchange Board of India (SEBI) mandates a Demat account for share
trading above 500 shares. As of April 2006, it became mandatory that
any person holding a Demat account should posses a Permanent
Account Number (PAN), and the deadline for submission of PAN
details to the depository lapsed on January 2007.

What are the benefits of opening a Demat account?

Demat account has become a necessity for all categories of investors

for the following reasons/ benefits:

• SEBI has made it compulsory for trades in almost all scrip’s

to be settled in Demat mode. Although, trades up to 500 shares
can be settled in physical form, physical settlement is
virtually not taking place for the apprehension of bad delivery
on account of mismatch of signatures, forgery of signatures,
fake certificates, etc.

• It is a safe and convenient way to hold securities compared to

holding securities in physical form..

• No stamp duty is levied on transfer of securities held in

Demat form.

• Instantaneous transfer of securities enhances liquidity.

• It eliminates delays, thefts, interceptions and subsequent

misuse of certificates.

• Change of name, address, registration of power of attorney,

deletion of deceased's name, etc. - can be effected across
companies by one single instruction to the DP.

• Each share is a market lot for the purpose of transactions - so

no odd lot problem.

Any number of securities can be transferred/delivered with one

delivery order. Therefore, paperwork and signing of multiple transfer
forms is done away with. It facilitates taking advances against
securities on low margin/low interest.

There are many broking houses doing business in India and they
charge a brokerage on every transaction made online or offline.
(Buying and Selling are treated as separate transaction). Reliance
Money’s advantage over others is that it’s charging the lowest
brokerage in the market which is just 1 paisa on every executive trade
irrespective of the volume traded. Reliance Money, the brokerage and
distribution arm of Reliance ADA Group, aims to tap investors in the
smaller towns and cities through a flat fee structure. The current
leaders in the retail broking segment like ICICI Direct, India Infoline
and Indiabulls offer a ‘pay per use’ model where the customer pays a
percentage of the amount transacted by him. Reliance Money’s
brokerage rates are quite competitive.

The new wonder is Reliance Money's pre-paid card for stock

market brokerage. Reliance Money, the financial services division of
Anil Dhirubhai Ambani Group-promoted Reliance Capital, is bringing
to the market pre-paid cards in denominations of Rs500, Rs1000,Rs
2500,Rs 5000,Rs 10000.

These cards would offer brokerage at one-third of the rate being

charged by institutional and individual brokerage houses. Sample this.
For a pre-paid card worth Rs500, an investor can trade up to Rs2 lakh
in both non delivery and delivery option.

The Rs1000 worth pre-paid card, total trading limit would reach
Rs 1 crore, of which Rs 90lakhs is for the non delivery segment and
Rs10 lakh for delivery-based activities.

For Rs2500 pre-paid card, total trading limit is fixed at Rs3

crore,of which Rs2.70crore is for the non delivery option and Rs 30
lakhs for delivery option.
For the Rs 5000 pre-paid card, the total trading limit is Rs 7
crore,out of which Rs 6.30crore is for non delivery option and Rs 70
lakhs for delivery option.

For the Rs.10000 pre paid card,the total trading limit is Rs

20crore,out of which Rs 18 crore is for non delivery option and Rs 2
crore for delivery option.

Reliance Money offers most competitive brokerage rates - 0.01paise for

intraday trades and 0.05paise for delivery trades.

Target low level of retail penetration in India - less than 3 per

cent of household financing savings makes it into equity markets

Reliance Money consumers can trade in equities, commodities

and offshore Investments , IPO’s, Mutual Funds, Insurance, Money
transfer and Money Changing - all through single window, both off-
line and online.

Reliance Money has already tied-up with CMC Capital Plc UK to

offer offshore Investment products to Indian consumers as per


Objective of research;
• The main objective of this project is concerned with getting the opinion of
people regarding demat account, Mutual Funds, Life Insurance and other
financial products, to target them and create awareness while with the
generation of leads.

• I have tried to explore the general opinion about the products and services
provided by Reliance Money.It also covers why/ why not investors are
availing the services of financial advisors.

• Along with it a brief introduction to India’s largest financial intermediary,

RELIANCE MONEY has been given and it is shown that what are demat
a/c, mutual funds and life insurance and how they work.

Scope of the study:

The research was carried out in Cuttack city only. I have visited people randomly
nearby my locality, different shopping malls, small retailers etc.

Data sources:

Research is totally based on primary data. Secondary data can be used only for the

reference. Research has been done by primary data collection, and primary data
has been collected by interacting with various people. The secondary data has been
collected through various journals and websites and some special publications of

Sampling procedure:

The sample is selected in a random way, irrespective of them being investor or not
or availing the services or not. It was collected through mails and personal visits to
the known persons, by formal and informal talks and through filling up the
questionnaire prepared.

Sample size:

The sample size of my project is limited to 100 only.

Sample design:

Data has been presented with the help of pie charts.

1. Preference of Investment

Fig.1 Result of Preference of

Interpretation: This shows that although the mutual funds market is on
the rise yet, the most favored investment continues to be in the Share Market. So,
with a more transparent system, investment in the Stock Market can definitely be

2. Awareness on Online Share Trading

Fig. 2 Result of Awareness of Online Share Trading

Interpretation: With the increase in cyber education, the awareness towards

online share trading has increased by leaps and bounds. This awareness is expected
to increase further with the increase in Internet education.

3. Preference of investing in stock market

INTERPRETATION: The study shows that most of the people prefer to invest in
stock market because of high risk and high return whereas some other try to
capture the short term gain from investment. But a very few section of people
invest because of the benefits they gain in tax.

4. Awareness of Reliance Money as a Brand

Fig.3 Result of Awareness of Reliance money

as a Brand
Interpretation: This pie-chart shows that reliance money has a reasonable
amount of Brand awareness in terms of a premier Retail stock broking company.
This brand image should be further leveraged by the company to increase its
market share over its competitors.

5. Awareness of Reliance Money Facilities

Fig .4 Result of Awareness of Reliance money


Interpretation: Although there is sufficiently high brand equity among the

target audience yet, it is to be noted that the customers are not aware of the
facilities provided by the company meaning thereby, that, the company should
concentrate more towards promotional tools and increase its focus on product
awareness rather than brand awareness.
5. Customers having Demat account in companies
7. Satisfaction Level among Customers with current broker

Fig7.5 Result of satisfaction level among customers with current

Interpretation: This pie-chart corroborate the fact that Strategic

marketing, today, has gone beyond only meeting Sales targets and generating profit
volumes. It shows that all the competitors are striving hard not only to woo the
customers but also to make them Brand loyal by generating customer satisfaction.
8. Frequency of Trading
Fig7.6 Result of Frequency of Trading

Interpretation: Inspite of the huge returns that the share market promises,
we see that there is still a dearth of active traders and investors. This is because of
the non – transparent structure of the Indian share market and the skepticism of the
target audience that is generated by the volatility of the stock market. It requires
efficient bureaucratic intervention on the part of the Government.

9.Percentage of earnings invested in Share Trading

Fig7.7 Result of percentage of earning invested in

share trading

Interpretation: This shows that people invest only upto 10% of their
earnings in the stock market, again reiterating the volatile and non-transparent
structure of the Indian stock market. Hence, effective and efficient steps should be
undertaken to woo the customers to invest more in the lucrative stock market

10.Rating of share trading companies


50 50 50

40 40 40 40 40

30 30

20 20

10 10 10

Reliance kotak
ICICI dirct others
money mahindra
lower 10 20 30 50
Medium 40 40 30 40
High 50 40 40 10

lower Medium High

11.Problems faced during trading

INTERPRETATION: The most common problem faced by

people during trading is the information related problem i.e, they
don’t get the required information about trading either online or
offline.Whereas some other problems are also there like network
problem,inmanual operating problem and service provider

12. Describe yourself as a

18% Risks taker
44% Variety seeker
Price conscious
12% Quality conscious

INTERPRETATION: From the above graph I found that most of customer are
mostly risk taker and price conscious and least number of customer are quality
conscious and variety seeker. It suggests that the customer are ready to invest
money in equity and commodity market which is more risky than mutual fund.

13.Rating of products of Reliance M oney

INTERPRETATION:About 20% of the people rated the products
of reliance money as excellent whereas 50% rated it as good.
While some others rated it as average and a very small portion of
people rated it as poor.

INTERPRETATION:Most of the people suggested reliance
money to broaden their network so that it will be available to a
large number of people. Some others suggested on improving the
customer service whereas others laid emphasis on technical

15. Customer status

16% Businessman
14% Student
Service holder
10% Ex-serviceman

INTERPRETATION: Most of the people who were surveyed are

businessman,10% are students,14% are service holder and rest 16% are ex-


The most vital problem spotted is of ignorance. Investors should be made aware of
the benefits. Nobody will invest until and unless he is fully convinced. Investors
should be made to realize that ignorance is no longer bliss and what they are losing
by not investing.

• After sales services and follow up calls are important for getting new
references so trained telesales should be appointed for this purpose whose sole
work should be to make feedback calls.
• Reliance is having too many financial products right from Demat account to
General Insurance and not all the salespeople are familiar with each and every
product so the work force should be segregated each group dealing in a
specific product and the sales target should be given likewise.

• While interacting with the investors I found that most of the customers are
unaware about the Mutual fund. Some of the people look upon mutual funds
and equity trading as gambling. Thus a mutual fund awareness program can
help to increase the penetration of mutual funds in the market.

• Reliance should declare in black ink that they will charge just 1 paisa per
transaction. People tend to think that there must be some hidden charges.

• Rs750 account opening charges are too high when targeting a corporate so the
company should be flexible on this amount.

• Reliance should provide periodic training for updating the product knowledge
of various financial advisors.

• Company should have a scheme of rewards and recognition to employees and

the field persons to boost their motivation.
• There must be proper advertisement of the company by various media like
Exhibition, Press releases, Newspaper, and Television etc.
• There should be a good research team who has to survey the market and know
about the client’s satisfaction level and also found out the potential customer.
• There must be a good infrastructure of the company to get the attention of the
public and the office should be at residential area so that customer get the
service easily.
• Though majority of the customer were satisfied with the existing function but
the organization should use some marketing strategies such as discount
scheme on amount of transaction made in a month by the regular customer. So
it will enable the customer to retain in the organization and to attract new
• There should be regular training programme like Workshops, Seminars, and
Meetings etc. for the sake of development of the organization and also for the
development of the employees’ performance simultaneously.

The project has been subject to the following limitations:

 The study was restricted to Reliance Money Limited to only in Cuttack

 The study is conducted with the data available and the analysis was made
 It was tough to get all relevant facts from the personnel and employees
concerned due to some secret document not provided by the business
organization, which is inherent in an industry.
 Time factor was a limitation as only a stipulated period had been ascertained
to me while the personnel had little time to my queries due to their daily
busy schedule.
 It is not feasible to compare all the products of various brokerage firm.

Market Research ( Naresh Malhotra)

Marketing Management ( Philip Kotler)

o www.reliancemoney.com

o www.nseindia.com

o www.bseindia.com

o www.moneycontrol.com

o www.indiabulls.com

o www.investopedia.com

o www.scribd.com