Job Purpose

This role is responsible for managing a set of relationships, acquisition of new relationships and driving achievement of the sales target expected from the relationships.

Job Context & Major Challenges

Job Context & Challenges:
BSLAMC is a fund manager for Birla Sunlife Mutual Funds and currently ranks as the fourth largest fund Management houses in India with a total Average AUM base of over INR 1 Lakh 40 Thousand crores (as on Dec 2015). Out of the 42 fund houses in the country, BSLAMC ranked 1st in Fixed Income AUM and 5th in Equity AUM category respectively. As of December 2015, the Average AUM market Share of the organisation was approx 10.2%. The company grew its investor client base by 20% to about 2.42Mn from 2.01Mn from the previous year, thereby bagging a second position in this category.

Distribution Network: BSLAMC has a footprint in 180 locations across the country with approx 45,000 IFAs, 190 National Distributors & 85 banking partnership. BSLAMC also has its offshore presence through its rep offices in Singapore, Dubai & Mauritius. The employees’ strength of BSLAMC is approx. 1000 employees (On rolls and Associates as on Dec 2015). BSLAMC has a customer base of approx. over 2.5 million customers as on Dec 2015 with total gross sales of approx. 8.8 lakh crores

BSLAMC offers investors a range of comprehensive investment options, which includes diversified and sector specific equity schemes, hybrid funds and a wide range of debt and treasury products. Its offerings also include Portfolio advisory services for High Net worth individuals as well as offshore funds for Non Resident Indians. There are approx. 176 schemes managed by the organisation as on Dec 2015. The Company follows a long – term, fundamental research based approach to investment and thrives to provide a transparent and ethical services to its investors.

One of the key challenges for BSLAMC has been to maintain a balance between moving with dynamic and constantly changing regulatory norms of the country and maintaining growth and profitability in the extremely competitive market. And some of key strengths of the organization that have helped it to sustain and grow are:
o Focus on Technology – The organization has been in the forefront in implementing technological innovation to foster innovation and also to improve efficiency for its stakeholders, whether it is employees, clients or distributors
o Product Innovation – BSLAMC has been known to be a pioneer in terms of products and has a history of launching innovative, category defining products like Birla Cash plus, etc.
o Research based approach – BSLAMC has one of the largest team of research analyst dedicated to tracking down the best companies to invest in
o Strong Distributor Delivery Mechanism – The Company has developed a 4 -pronged sales/delivery mechanism to ensure maximum reach and penetration to the end customers. This mechanism includes Company’s direct Channels (branches/online), Independent Financial Advisors (IFAs), National Distributors (ND) and Banks.
o Regulator Interface – BSLAMC plays a key role in the Association of Mutual Funds in India (AMFI) with quite a few members of the top management being a part of the AMFI Board. It has hence ensured that it can discuss any new Industry development from a regulatory perspective at the initial stages with the Regulator as well as the Industry Association
o People Management – BSLAMC believes in continuously measuring the perception of its people using a 4-S approach, namely Satisfaction, Say, Stay and Strive, which has enabled it to garner a workforce committed and aligned to the overall business success.


Key Challenges
o Creating ‘top-of-mind’ recall for BSLAMC schemes from extensive bouquet of products available with distributor base
o Constant updation of market information about distributors and knowledge of trends and information in very dynamic market conditions
o Ensuring that all service related issues of investors are sorted out within a quick turnaround time

Key Result Areas