Job Purpose

The purpose of the job is processing transactions received at AMC branches by adhering to regulatory guidelines and within the laid down standard operating processes and servicing customers/distributors, both walk in as well as on call, within the defined timelines

Job Context & Major Challenges

Job Context/ Job Challenges:
Organization Context
Established in 1994, Aditya Birla Sunlife Asset Management Company, (ABSLAMC) is a joint venture between Aditya Birla Group and Sun Life Financial Inc., a leading international financial services company in Canada.
ABSLAMC is a fund manager for Aditya Birla Sunlife Mutual Funds and currently ranks as the fourth largest Fund Management house in India with a total Average AUM base of over INR 2 Lakh 70 Thousand Crores (as on March 2020) including Offshore and Alternate Assets. As of March 2020, the domestic Average AUM market Share of the organisation was approx 9.8%. Equity Market share was approx. 7.85% and FI marhet share was approx. 12%. The company grew its investor client base by 19% to about 7.15 Mn from 6 Mn over the previous two years.
Distribution Network: ABSLAMC has a footprint in 194 locations across the country with approx 50,000 IFAs, 190 National Distributors & 85 banking partnership. ABSLAMC also has its offshore presence through its rep offices in Singapore, Dubai & Mauritius. The employees’ strength of ABSLAMC is approx. 1700 employees (Onrolls and Associates as on Mar 2020).
ABSLAMC 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. 160 schemes managed by the organization as on Mar 2020. 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 ABSLAMC 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:

a) 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. ABSLAMC was amongst the first Fund Houses to set up Digital efficiencies.
b) Product Innovation – ABSLAMC 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.
c) Research based approach – ABSLAMC has one of the largest team of research analyst dedicated to tracking down the best companies to invest in
d) 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.
e) Regulator Interface – ABSLAMC 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
f) People Management – ABSLAMC 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 Result Areas