1.

Introduction of Company:
Reliance Money is one of India's leading and fastest growing private sector
financial services companies, and ranks among the top 3 private sector
financial services and banking groups, in terms of net worth. This part
describes the company profile. it also gives little insights into what company
offers to the Consumers. This section also describes the kind of technology
used.

2. About Functional areas of RELIANCE MONEY Ltd.

Since the project leads to conclude the customer perception, so this section
gives the details of what all areas RELIANCE MONEY offers to the
consumer.

3. The objective of project:

The main objective of working on this project is to know about customers
perception and highlighting the Swot Analysis of RELIANCE MONEY Ltd.
For this we have surveyed & fill questionnaire from different investors.

4. Methodology:
The method adopted to carry on this report was based on both primary and
secondary sources. Initially we have collected data through primary source
in the form of filling of questionnaire from public and personally talking
with existing customers who are trading in stock market.
1

Secondly information collected from Internet sites, books, and journals &
from employees etc.

5. Findings of the comparison done on the basis of

questionnaire filled by client
This section tells you about the findings which I got to know during my
training in a premium trading company.

6.Knowledgable points which I gain in RELIANCE MONEY

This section tells about the basic knowledge of capital market, which I got to
know during my training

7. SWOT Analysis of RELIANCE MONEY:

This section gives the detail of what are the strength, weakness, opportunity
& threats of RELIANCE MONEY.

8. Conclusion and recommendation:

This section tells you my views about RELIANCE MONEY. What I feel and
conclude after my training.

Core Strengths
Breadth of Service
In line with its client-centric philosophy, the firm offers to its clients the
entire spectrum of financial services ranging from brokerage services in
equities and commodities, distribution of mutual funds, IPOs and insurance
products, real estate, investment banking, merger and acquisitions, corporate
finance and corporate advisory.
Clients deal with a relationship manager who leverages and brings together
the product specialists from across the firm to create an optimum solution to
the client needs.
Management Team
AR brings together a highly professional core management team that
comprises of individuals with extensive business as well as industry
experience.
In-Depth Research
Its research expertise is at the core of the value proposition that we offer to
our clients. Research teams across the firm continuously track various
markets and products. The aim is however common - to go far deeper than
others, to deliver incisive insights and ideas and be accountable for results.

FUNCTIONAL AREAS OF
RELIANCE MONEY
EQUITY & DERIVATIVES
MUTUAL FUNDS
DEPOSITORY SERVICES
COMMODITIES
INSURANCE BROKING
IPOs

Equity & Derivatives Brokerage

Reliance Money provides end-to-end equity solutions to institutional and
individual investors. Consistent delivery of high quality advice on
individual stocks, sector trends and investment strategy has established us
a competent and reliable research unit across the country.
Clients can trade through us online on BSE and NSE for both equities
and derivatives. Dedicated sales & trading teams in our trading desks
support them across the country. Clients either through their designated
dealers, email, web or SMS can access research and investment ideas.

Depository Services
Reliance money Depository Services provides you with a secure and
convenient way for holding your securities on both CDSL and NSDL.
Its depository services include settlement, clearing and custody of
4

securities, registration of shares and dematerialization. We offer you daily

updated Internet access to your holding statement and transaction summary.

Commodities
Commodities broking - a whole new opportunity to hedge business risk and
an attractive investment opportunity to deliver superior returns for investors.
Its commodities broking services include online futures trading through
NCDEX and MCX and depository services through CDSL. A dedicated
research cell that provides both technical as well as fundamental researches
supports commodities broking. Our research covers a broad range of traded
commodities including precious and base metals, Oils and Oilseeds, agricommodities such as wheat, chana, guar, guar gum and spices such as sugar,
jeera and cotton. In addition to transaction execution, it provides its clients
customized advice on hedging strategies, investment ideas and arbitrage
opportunities.

Insurance Broking
As an insurance broker, RELIANCE MONEY provide to our clients
comprehensive risk management techniques, both within the business as
well as on the personal front. Risk management includes identification,
measurement and assessment of the risk and handling of the risk, of which
insurance is an integral part. The firm deals with both life insurance and
general insurance products across all insurance companies. Its guiding
philosophy is to manage the clients' entire risk set by providing the optimal
level of cover at the least possible cost. The entire sales process and product
selection is research oriented and customized to the client's needs. It laid
strong emphasis on timely claim settlement and post sales services.
IPOs

RELIANCE MONEY are a leading primary market distributor across the

country. Its strong performance in IPOs has been a result of our vast
experience in the Primary Market, a wide network of branches across India,
strong distribution capabilities and a dedicated research team. RELIANCE
MONEY has been consistently ranked among the top 10 distributors of IPOs
5

on all major offerings. Our IPO research team provides clients with in-depth
overviews of forthcoming IPOs as well as investment recommendations.
Online filling of forms is also available.

OTHER SERVICES

Risk Management.
Due diligence and research on policies available.
Recommendation on a comprehensive insurance cover based on
clients needs.
Maintain proper records of client policies.
Assist client in paying premiums.
Continuous monitoring of client account.
Assist client in claim negotiation and settlement.

OBJECTIVE OF THE STUDY

To know the back office work.

To know vast area of RELIANCE MONEY Ltd.

Give recommendation either to retain or to modify the existing target
in order to maintain position.

To know the perception of investors about various investment.

To create awareness in investors about investment as well as trading.
7

 To know level of satisfaction of investors who have already invested.

METHODOLOGY
It is the specification of the way or method for getting the information
needed to structure or solve the problem

Methodology of the project starts with:

In the first phase we are trained and they teach us different things
about market & products offered by RELIANCE MONEY.
Then we were asked to create Database of customers who can be
converted into potential clients (through internet and people surveyed
through questionnaire).
After that we were asked to think we are clients who can raise
questions in mock viva, in order to think about the various problem
that can be faced by the customers. So that we can solve their queries
if they have during convincing them.
8

 Then we were asked to make calls where we have to provide details of

product and convince them.
Then we have to fix meeting with them and give that appointment to
relationship managers for insurance and mutual fund.
Maintaining dairy of clients and contacting them at regular basis.
The next part knows the Back office operations of RELIANCE MONEY
group. Here I worked on one software that is Investwell. This software is
used for maintaining customers data and their portfolio. This software is its
own software of RELIANCE MONEY. The main functions of this software
are following:

INVESTWELL

Maintain investors portfolio summery

Viewing investors transaction log
Maintain investors bank details & contact number
Viewing AUM of the company

Research Design: A research is a basic plan that guides the date collection and it's analysis.
As the current study reveals about the development of financial industries
in India and also to know the investors perception about various types of
investment .The study will also help to know the recent trends in the
industry.

Data Collection
Primary data: The mode of data collection was self-administered questionnaire. One
questionnaire was prepared for the survey. The primary data is collected to
9

know the views of the investors about the various investments. The response
was analyzed.

Secondary Data: The secondary data is that data, which have already been collected. I
collected data from the circulars, Internet, stock market magazines, NCFM
books, annual reports as well as departments also.

Method of Data Analysis: Collected data was analyzed with the help of simple statistical tools i.e.
Mean. After that I encoded the responses and calculated the respective
percentage by constructing Bar charts.

FINDINGS
We have done a survey to know the percentage of people interested in
investing money in stock market with the help of Questionnaire filled by
different people.

Percentage of People interested in stock market

People interested in stock market Percentage
investment
Yes
40%
No
60%
10

YES

NO

According to the questionnaire surveyed I have found:

Only 40% of people are interested in investing in stock market, others
do invest in Mutual funds, banks, post office etc.
Now also there is a fear factor among general public in concerned
with share market. They think it is speculation.
But awareness through Relationship Manager in various Securities
Company is increasing peoples interests.

Percentage of account open in various brokerage houses

Investors their various D mat A/C in Percentage

various brokerage houses
indiabulls
16
RELIANCE MONEY
17
Religare
12
11

Share khan
Motilal oswal
OTHERS

15
15
30

30
25
20
15

Percentage

10
5
0
indiabulls reliance money religare

shrae khan m otilal osw al

others

According to questionnaire I have found that

The percentage of RELIANCE MONEY in account opening is 17%
& indiabulls is stand on 16% apart from this share khan & motilal
oswal both are stand at 15% religare got only 12% clients.
RELIANCE MONEY is top in among all the brokerage houses but
indiabulls, sharekhan & motilal oswal is threat for reliance money.
Motilal oswal research is also best in industry so we can say that it is a
upcoming threat for RELIANCE MONEY.
RM should be must aware about their client. They should try to fulfill
customer needs. So customer can be retain in the organization.

PERCENTAGE OF VARIOUS SOURCE OF INCOME

GROUP INVESTORS
VARIOUS INCOME GROUP
BUSINESS MAN
PROFESSIONALS
GOVT.EMPLOYEE
OTHERS

PERCENTAGE
40
32
18
10
12

40
35
30
25
20

Percentage

15
10
5
0
busines s m an

profe ssionals governm e nt em ploye e

others

According to my survey
Businessman is more interested to invest in capital market.
RM should be more pay attention on professionals because there is
probability that professionals can also invest more because the service
sector of India is on boom so they can invest more

PERCENTAGE
INVESTORS

OF

VARIOUS

VARIOUS INCOME GROUP

1 LAKH- 2 LAKH
2 LAKH- 3 LAKH
3LAKH- 4 LAKH

INCOME

PERCENTAGE
25
15
20
13

GROUP

ABOVE 4 LAKH

40

40
35
30
25
Percentage

20
15
10
5
0
1-2 lakh

2-3 lakh

3-4 lakh

above 4 lakh

According to my survey
More than 4 lakh annually income group members are more interested
in investing.
Here some new schemes should be launched for attracting small
income group people.

PERCENTAGE OF INVESTORS INVEST IN VARIOUS

AREAS
VARIOUS INVESTMENT AREAS
FIXED DEPOSIT
MUTUAL FUND
SHARES
REAL ESTATE
BONDS & DEB
INSURANCE

PERCENTAGE
20
10
20
25
15
10
14

25
20
15
Percntage

10
5
0
fixed deposit

m utual fund

share s

re al estate

bonds & deb

ins urance

According to my survey I have found

Insurance & mutual funds are also the functional areas of RELIANCE
MONEY. So RM should try to convince people in investing mutual
funds & insurance.
The market is going towards the positive in future as a long-term
perspective. So, investors also must concentrate on share trading.

PERCENTAGE OF KEYPARAMETRE OF INVESTMENT

KEYPARAMETRE
INVESTMENT
INCOME TAX SAVING
HIGHER RETURN
RISK AVOIDANCE
FUTURE SAFETY

OF PERCENTAGE
20
30
10
20
15

GUARANTEED INCOME

20

30
25
20
Percentage

15
10
5
0
incom e tax saving

higher re turn

risk avoidance

future safety guarante e d incom e

According to my survey
People are interested to invest because of getting higher return.
Income tax saving, future safety & guaranteed income are also other
key parameter of the investment.

PERCENTAGE
AVENUES
SAVINGS
0 20%
20 40%
40 60 %
60% & ABOVE

OF

SAVINGS

INVEST

PERCENTAGE
55
25
15
5
16

IN

VARIOUS

60
50
40
Percentage

30
20
10
0
0-20%

20-40%

40-60%

60% & above

According to my survey I have found

Mostly people invest their 0-20% savings.
Here RM convinces customers to invest their money in various areas.
Small saving investors are also convincing in mutual fund for example
in SIP.

PERCENTAGE OF PROBLEM FACING BY EXISTING

BROKER
PROBLEM
FACING
EXISTING BROKER
BROKERAGE
SERVICING
DOCUMENTATION
OTHER PLEASE SPECIFY

BY PERCENTAGE
20
40
20
20(ATTITUDE,
FRIENDLY
ATMOSPHERE, PRESSURE)
17

40
35
30
25
Percentage

20
15
10
5
0
broke rage

s ervicing

docum e ntation

other

According to my survey
People are facing services problem from their brokerage houses.
Brokerage problem does not matter to clients in front of services So if
brokerage is more but services are good then client can convince
easily.
Better Services is the USP of RELIANCE MONEY. So it is a big
strength for RELIANCE MONEY.

LIMITATIONS
Sampling method did the total research.
Place constraints were there.
Sample size was chosen as per the convenience. The results are not
perfect for conclusive study.
18

 A person may be biased while at the time of survey in providing

his/her personal information.
Respondent was not fully educated about the brokerage charged by
the securities, services, AMC & exposures. They did not have enough
information about the market and facilities.
Because of lack of awareness it takes lot of time in convincing people
to start investing in shares in secondary market.
Results of study are not representing the whole population thats why
further study is needed to get more concrete results.
Mostly people comfortable with traditional brokers.
Since most of the people are quite experienced and also they are not

techno savvy. Also Internet penetration is poor in India.

Misleading concepts: -Some people think that shares are too risky and

just another name of gamble but they dont know its not at all that
risky for long investors.
Results of study are not representing the whole population thats why
further study is needed to get more concrete results.

SWOT ANALYSIS OF
RELIANCE MONEY
Strengths of RELIANCE MONEY:
What makes RELIANCE MONEY better than its competitors?
19

A firms strengths are its resources and capabilities that can be used as a
basis for developing a competitive advantage. Examples of such strengths
Includes:
Good reputation among customers as RELIANCE MONEY provides
a relationship manager to every client.
Online trading platform.
Diverse Branch Network provides sample opportunities to penetrate
Deep into the existing & untapped market. Since its inception in FY
1995 the company and its subsidiaries have grown from a single
Location to a nationwide network spread over 350 offices with 100
Thousand Retail customers.
Personal relationship manager who will help assist the clients in share
trading.
RELIANCE MONEY offers its clients a pool of financial services and
products:
EQUITY & DERIVATIVES
MUTUAL FUNDS
DEPOSITORY SERVICES
COMMODITIES
INSURANCE BROKING
IPOs
Reliable Research report to support the investment decision of its
clients.
Trading via branch network, telephones and Internet account i.e. both
online and offline.
Strong market presence and increased market share leading to a
virtuous cycle of growth and profitability.
Induction of new employees through an extensive computer based
training module that equips them to service their clients efficiently.
An added advantage of RELIANCE MONEY is its strong brand
name, which helps its sales force to sell the products.
Citi Group Venture Capital International picks up 19.9% equity stake.
20

 It provides portfolio management service to its clients.

It also provides auto-paying (POA) facility to its clients.

WEAKNESSES OF RELIANCE MONEY

Too many people try to eat the same piece of pie i.e. people employed
in RELIANCE MONEY hit the same area to target their customers.
Unlike some of its competitors like ICICI and Kotak, RELIANCE
MONEY does not provide a complete catalogue of financial services
(e.g. Banking facility).
There is no limit to the maximum number of clients that a
Relationship manager can handle. This affects the level of service
provided to the clients who are not volume traders.
Due to the less incentives it leads demotivation among the employees
and thus they leave the organization.

OPPURTUNITIES TO RELIANCE MONEY

The external environmental analysis may reveal certain new opportunities
for profit and growth some examples of such opportunities include:
An unfulfilled customer need.
Arrival of new technologies.
Stake of Citi Group venture in RELIANCE MONEY.
Financial services like mutual fund and insurance.
Market expansion i.e. opening branches at untapped areas.
RELIANCE MONEY is registered with Dubai stock exchange and
so can target other stock exchanges.
The Capital market in the last few years has turned out to be one of
the favorable avenues for the retail investors. This is due to the
Performance of the Indian Industry in various sectors and the
Economy in general. Even the future outlook looks promising.
Scope of online trading on BSE.
Market seems favorable for commodities trading.Should
RELIANCE MONEY choose to enter this segment it may prove to
be a profitable

21

THREATS TO RELIANCE MONEY

Changes in the external environmental also may present threats to the firm.
Some of the examples include:
Shifts in consumer tastes away from firms products.
Emergence of competitors company whom charging less brokerage.
Companies like Share khan, ICICI, Angel and Private Brokers are
major threats to RELIANCE MONEY.
Banks with demat facility jockeying for position.
Local brokers capable of charging lower brokerage.
Industry competitors vying for the same target segment.
Changes in SEBI guidelines & other tax implications.
Government Regulations.

22

COMPETITIVE STRENGTHS TO BE
THE MARKET LEADER
What keeps RELIANCE MONEY ahead of the competition is the
competitive edge that it has over other players in the market.
Diverse Branch Network.
Bouquet of financial products and services.
Advanced technology team that delivers market leading product
innovation.
Strong sales and marketing teams with continuous reinvestment and
training.
Strong and experienced promoters.
Leading product innovation and marketing strategies.
Well-capitalized player, with strong banking relationships and credit
ratings.
Ability to combine people and technology in unique ways.
Strong market presence and increased market share leading to a
virtuous cycle of growth and profitability.
A depth research team.

23

RECOMMENDATION
In our survey of prospective investors preferences and their attitude towards
share trading, we found that the majority of prospective investors from the
sample i.e.40% want to invest in the capital market and 60% of the sample
are of indifferent attitude.
It is suggested to RELIANCE MONEY that it should not only target these
17% rather RELIANCE MONEY should target 83% of the sample that
indicates to those investors who are of indifferent attitude.
Also RELIANCE MONEY should maintain the same efficient network
availing the competitiveness and widening the network in order to get the
top most position.

Working of Back Office

The policies related to Trading and DP should be consistent and in
congruence with each other.
The time lag between giving in the kits for registration and opening
the account should be reduced to ensure speedy and efficient service.
Any change in the policies of company should be given at least oneweek notice before implementing it.
Generally After 4 pm investwell & pradnya software is not running
well so it creates hindrance while doing work.
24

 There is improper Internet facility so it should be always well or

continue.

After getting Leads attention should be made on following

points:
1. The calls made should be more informative and assertive.
2. The RM should provide an in depth demonstration of the software and
client should be assisted regularly.
3. Provision of a manual for online clients for ease of operation.
4. Time lag between the complaints put and follow up should be reduced.
5. Database should be verified properly, so that repeated entries do not
occur. This will reduce inconvenience to the clients, who complained
about multiple calls received.
6. 24*7 hours facility should be provided to the clients because generally
most of the clients are free on Sunday or any holiday so this time RM can
be easily convince them.
Analysis of Client Interaction (Already existing clients)
Client interaction and after sales services are the most crucial aspects for any
business. We carried out a study to judge the level of satisfaction of the
clients with the services of RELIANCE MONEY. This helped us in
understanding why RELIANCE MONEY has become one of the most
trusted brands within a span of twelve years.
1. The Relationship Managers (RM) should be made responsible to ensure
that the clients are well catered, thus, reducing switching over of A lot of
time lag is there between the follow up and the change of RM, as a result,
the calls could not leave a positive impact on the clients, so contacted.
Therefore, follow up should be done fast without any time lag.
2. Many clients did not know about the change of RM. This leaves a bad
impression on the concerned client, damaging the reputation of the firm
so, heed is taken in this regard.
25

3. The customers, who were satisfied with the services, appreciated this
kind of follow up. Therefore, such follow-ups are done from time to time,
to gain customer confidence.
4. Many clients are not given confirmation after the trade, so they should be
given due information about it.
5. Complete net knowledge should be given to clients so that they may not
find any difficulty in login of their A/C on the RELIANCE MONEY
website & its software.

6. RELIANCE MONEY focuses only on equities but it should also be

focused on other areas.
Other Recommendations

Strong Need Of Brand Building.

Promotional Strategies.
Solid Network Required To Develop The Business Further.
Make The Branch Self-Informative.
Should be launched new schemes.
They are highly focused only on equities should be also focused on
other areas.

Promotional Strategies
Press publicity
Outdoor publicity

Press publicity

Paper inserts
Advertisements in newspaper (local and national).
Mailers/personal invitations to selective section of the society
Leaflets

Outdoor publicity
26

Banners in commercial areas and prime sites.

Bus stands shelters.
Off site ATM for developing business.
Advertisements on Dividers and Railings.

Media
Local channel advertisement (cable TV scrolls).
Advertisements in news channels and business channels.

Conclusion
From the above survey, comparison charts & differential study. We can
conclude that the majority of prospective investors from the sample i.e.60%
does not want to invest in the capital market because either they dont have
sufficient knowledge about stock market or they dont have time or they feel
that it is risky to invest in stock market. From my study I can say that motilal
oswal is a very big threat for RELIANCE MONEY because number of
clients have not much difference and the USP of both the brokerage houses
is research. So RELIANCE MONEY should also focus on other services.
RELIANCE MONEY by its distinctive feature can efficiently provides
100% satisfaction to its various categories of investors. RELIANCE
MONEY is only Brokerage house that provides various privileges over
Other Securities Company. It is the only one who provides a satisfactory
redeem to both category of investors by providing them Low brokerage
charges, low annual maintenance charges, low a/c opening charges, provides
cash exposure facility, in order to provide financial assistance to those
investors having lack of funds to invest in capital market. On the other hand
RELIANCE MONEY provides better services and best advices (through
research) to its investors through on line & off line facility

27

Bibliography
BOOKS
Bhaskeran R., Principles and Practices of banking,
Macmillan Publishers India Limited, New Delhi, Second
Edition,2008
Chandra Prasanna, Investment Analysis and Portfolio
Management, Tata McGraw Hill Private Limited, New
Delhi, Fourth Edition,2012
Bhalla V. K.; Investment Management, S. Chand and
Company Limited, New Delhi, Sixteenth Edition,2010
NCFM Financial Market Module

NEWSPAPER
Economic times
Financial express

MAGZINES
Business today
Money outlook

WEBSITES

http://www.reliancemoney.com
http://www.nseindia.com
http://www.bseindia.com
http://www.moneycontrol.com
28

 http://www.iibf.org
http://www.amfi.com

QUESTIONNAIRE
1. NAME
ADDRESS.. . . ... .
CONTACT NO. ..

2. Do you invest in share market: I) YES

II) NO

3.You are trading through which brokerage house?

I) INDIABULLS
III) SHAREKHAN
V) MOTILAL OSWAL
4.SOURCE OF INCOME: I) GOV. EMPLOYEE
III) BUSINESS MAN
5.INCOME PER ANNUM: I) 1 LAKH - 2LAKH
III) 3 LAKH 4 LAKH

II) RELIANCE MONEY

IV) RELIGARE

VI) OTHERS

II) PRIVATE EMPLOYEE

IV) OTHERS

II) 2 LAKH 3 LAKH

IV) ABOVE 4 LAKH

6. WHERE DO YOU INVEST YOUR MONEY?

I) FIXED DEPOSIT
II) MUTUAL FUND
III) SHARES & DEB.
IV) REAL ESTATE
V) BONDS & DEB.
VI) INSURANCE
29

7. WHAT ARE THE KEY PERAMETRES FOR INVESTMENT DECISIONS?

I) INCOME TAX SAVING
II) HIGHER RETURN
III) RISK AVOIDANCE
IV) FUTURE SAFETY
V) GUARANTEED INCOME

8. ON AN AVERAGE, WHAT PERCENTAGE OF YOUR SAVINGS / EARNINGS

YOU INVEST IN THESE INVESTMENT AVENUES?
I) 0 20%
II) 20 40%
III) 40 60 %
IV) 60% & ABOVE
9. WHICH TYPE OF PROBLEM YOU ARE FACING WITH YOUR EXISTING
BROKER?
I) BROKERAGE
II) SERVICING
III) DOCUMENTATION
IV) OTHER PLEASE SPECIFY
10. PLEASE PROVIDE US THREE OR FOUR REFRENCES WHO ARE
WILLING TO INVEST IN SHARE MARKET?
NAME
1. .
2. ..
3. ..
4

CONTACT NO.

.
.
.

11. ANY QUERRY RELATED TO INVESTMENT?

.
.
.
.

30

31