CHAPTER 1

INTRODUCTION
COMPANY
Sharekhan Limited is a Public incorporated on 20 April 1995. It is classified as
Non-govt company and is registered at Registrar of Companies, Mumbai. Its
authorized share capital is Rs. 900,000,000 and its paid up capital is Rs.
587,461,760. It is inolved in EXTRA TERRITORIAL ORGANIZATIONS
AND BODIES

Sharekhan Limited's Annual General Meeting (AGM) was last held on 27

September 2018 and as per records from Ministry of Corporate Affairs (MCA),
its balance sheet was last filed on 31 March 2018.

Directors of Sharekhan Limited are Gowri Thyagarajan, Thomas Zink, Stefan

Johannes Groening, Vedantam Ambaresh Murty, Franciska Maria Godelieve
Decuypere, Alain Pascal Papiasse, Jaideep Arora, Hugues Noel Maisonnier,
Jean Christophe Marie Gougeon, .

Sharekhan Limited's Corporate Identification Number is (CIN)

U99999MH1995PLC087498 and its registration number is 87498.Its Email
address is companysecretarial@sharekhan.com and its registered address is
Lodha iThink Techno Campus, 10th Flr, Beta Bldg Off. JVLR, Opp
Kanjurmarg Rly Stn, Kanjurmarg (E) Mumbai MH 400042 IN , - , .

Current status of Sharekhan Limited is - Active.

PROFILE OF THE ORGANISAGTION

PROFILE OF THE COMPANY

The name of the company is Sharekhan Limited. It was established in1995. It

headquarters is located in sharekhan SSKIA-206 Phoenix House Phoenix Mills
Compound lower band Mumbai- Maharashtra India-400013. The nature of
business is to provide services to the customers. The services are as follows;
Depository services
Online Services
Technical research
Its number of employees is over 3500. Website is www.sharekhan.com and
slogan is “YOUR GUIDE TO FINANCIAL JUNGLE.”

Sharekhan is one of the leading retail brokerage of SSKI Group which was
running sucessfully since 1922 in the country. It is 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.

The firm’s online trading and investment site - www.sharekhan.com -

was launched on Feb 8, 2000. 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 one lakh customers. The number of trading members
currently stands at over 3 Lacs. While online trading currently accounts for just
over 2 per cent of the daily trading in stocks in India, Sharekhan alone accounts
for 32 per cent of the volumes traded online.

The content-rich and research oriented portal has stood out among its
contemporaries because of its steadfast dedication to offering customers best-of-
breed technology and superior market information. The objective has been to let
customers make informed decisionsand to simplify the process of investing in
stocks.
 On April 17, 2002 Sharekhan launched Speed Trade, a net-based
executable application that emulates the broker terminals along with host of
other information relevant to the Day Traders. This was for the first time that a
net-based trading station of this caliber was offered to the traders. In the last six
months SpeedTrade has become a de facto standard for the Day Trading
community over the net.

Sharekhan’s ground network includes over 588 centres in 148 cities in

India, of which 32 are fully-owned branches.

Sharekhan has always believed in investing in technology to build its

business. The company has used some of the best-known names in the IT
industry, like Sun Microsystems, Oracle, Microsoft, Cambridge Technologies,
Nexgenix, Vignette, Verisign Financial Technologies India Ltd, Spider
Software Pvt Ltd. to build its trading engine and content. The Morakhiya
family holds a majority stake in the company. HSBC, Intel & Carlyle are the
other investors.

With a legacy of more than 80 years in the stock markets, the SSKI group
ventured into institutional broking and corporate finance 18 years ago. Presently
SSKI is one of the leading players in institutional broking and corporate finance
activities. SSKI holds a sizeable portion of the market in each of these
segments. SSKI’s institutional broking arm accounts for 7% of the market for
Foreign Institutional portfolio investment and 5% of all Domestic Institutional
portfolio investment in the country. It has 60 institutional clients spread over
India, Far East, UK and US. Foreign Institutional Investors generate about 65%
of the organization’s revenue, with a daily turnover of over US$ 2 million. The
Corporate Finance section has a list of very prestigious clients and has many
‘firsts’ to its credit, in terms of the size of deal, sector tapped etc. The group has
placed over US$ 1 billion in private equity deals. Some of the clients include
Holding, Gujarat Pipavav, Essar, Hutchison, Planetasia, and Shopper’s Stop.

VISION AND MISSION

VISION

To be the best retail broking brand in the retail business of stock marketing

MISSION

To educate and empower the individual investor to make better investment

better decision through the quality advice and superior services

SHAREKHAN SERVICES

EQUITIES & DERIVATIVES

 PORTFOLIO
MANAGEMENT

DEPOSITORY SERVICES

COMMODITIES

COMMODITIES
RESEARCH

IPO, MUTUAL
FUNDS
 ORGANIZATIONAL STRUCTURE

CVC Group(Citi Venture Capital)

Director CEO Director
(Jaipdeep Arora) (Tarun Shah) (Shankar Valiya)

Online business head

(Kalyanraman)

AVP-Mumbai Online
(Sanjay Batale)

Territory Manager

Assistant Manager

Sales Executive

Trainees
PRODUCTS & SERVICES OFFERED BY SHAREKHAN

Sharekhan’s equity related services include trade execution on BSE, NSE,

Derivatives, commodities, depository services, online trading and investment
advice. Trading is available in BSE and NSE. Along with Sharekhan.com
website, Sharekhan has around 510 offices (share shops) in 170 cities around
the country.

 Equity & Derivatives trading

 Fundamental research
 Online services
 Share shops
 Commodities trading
 Portfolio management services (PMS)
 Dial- in trade
 Mutual fund advisory
 Insurance

Documents Required

 As per KYC guidelines there needs to be photo identity and address proof
of the customer. The required documents are mentioned below:-
Identity proof Residence/ Address Proof
 Passport Passport
 Pan card Voter’s ID
 Driving License Driving License(valid)
 Voter’s ID Bank statement(latest)
 MAPIN UIN Card Telephone Bill(latest)
 Electricity Bill (latest)
Ration Card
Flat Maintenance Bill
(latest)
Insurance Policy (latest)
Leave-License/Purchase
Agreement (latest)

 2 Photographs
 A copy of Pan Card
 Two cheques drawn in favor of Sharekhan Limited, one for the account
opening fees and the other for the margin money( the minimum margin
money is RS 5000/-)
 A cancelled cheque should be given by the client if he provides Saving
Bank Statement as a proof for correspondence address.

Charge structure
Fee structure for general individual:-

CHARGE CLASSIC SPEED TRADE

ACCOUNT ACCOUNT
Account opening Rs 750/- Rs 1000/-
Brokerage Intraday- 0.10% Intraday- 0.10%
Delivery- 0.50% Delivery-0.50%

REASONS TO CHOOSE SHAREKHAN LIMITED

Experience
SSKI has more than eight decades of trust and credibility in the Indian stock
market. In the Asia Money broker's poll held recently, SSKI won the 'India's
best broking house for 2004' award. Ever since it launched Sharekhan as its
retail broking division in February 2000, it has been providing institutuonal-
level research and broking services to individual invcestors.

Technology
With our online trading account you can buy and sell shares in an instant from
any PC with an internet connection. You will get access to our powerful online
trading tools that will help you take complete control over your investment in
shares.

Accessibility
Sharekhan provides ADVICE, EDUCATION, TOOLS AND EXECUTION
servies for investors. These services are accessible through our centres across
the country (Over 588 locations in 148 cities) over the internet (through the
website www.Sharekhan.com) as well as over the Voice Tool.

Knowledge
In a business where the right information at the right time can translate into
direct profits, you get access to a wide range of information on our content-rich
portal, Sharekhan. You will also get a useful set of knowledge-based tools that
will empower you to take informed decisions.

Convenience
You can call our Dial-N-Trade number to get investment advice and execute
your transactions. We have a dedicated call-centre to provide this service via a
Toll Free Number 1800-22-7500 & 1800-22-7050 from anywhere in India.
Customer Service

Our customer service team will assist you for any help that you need relating to
transactions, billing, Demat and other queries. Our customer service can be
contracted via a toll-free number, email or live chat on www.Sharekhan.com.

Investment Advice

Sharekhan has dedicated research teams of more than 30 people for

fundamental and technical researchs. Our analysts constantly track the pulse of
the market and provide timely investment advice to you in the form of daily
research emails, online chat, printed reports and SMS on your mobile phone.

Benefits

 Free Depository A/c

 Secure Order by Voice Tool Dial-n-Trade.
 Automated Portfolio to keep track of the value of your actual purchases.
 24x7 Voice Tool acess to your trading account.
 Personalised Price and Account Alerts delivered instantly to your Cell
Phone & E-mail address.
 Special Personal Inbox for order and trade confirmations.
 On-line Customer Service via Web Chat.
 Anytime Ordering.

COMPETITIVE ANALYSIS

Follower:
 The followers are those who just blindly follows other players who are
 leaders and chalengers.
 The players like 5 Paisa, Motilal Oswal, HDFC securities, Kotak street
are the followers.

Leaders:
 ICICI Direct is a leader in the online account which is having 1,24,000
accounts in the country.
 While in offline account sharekhanis leading with 64000 offline accounts.

Nicher:
 ICICI Direct.com and Kotakstreet.com are the two stock brocking houses
which are focusing only on online investors.

Chalenger:
 Sharekhan, Kotakstreet and India bulls come under this head.
 Sharekhan challenges competitors by providing quality services and
research based advice.
 Indiabulls is also challenging with low brokerage rates and class one
services.

Effects of technology on Trading

1. Market liquidity: With the help of electronic trading different types of
buyers and sellers has connected each other very quickly and no matter
 how long they are located in country, which makes higher liquidity in
market.

2. Competitive nature: Real time management through electronic trading,

and IT sectors making highly competitive nature for trading of securities.

3. Transparency in Market: All types of data and market history of trading

are easily available through E-trading which makes more transparent
dealing between buyers and sellers. Accuracy dealing: Field of IT and
“algo trading” create great dealing experience in trading of securities, but
finally men’s discretion is higher than technology in case of buying and
selling

IMPORTANCE OF TECHNOLOGY ADOPTED AND IMPACT

1. ADOPT MULTIPLE COMMUNICATION STYLES
A personal handshake or an email? Each client is different, and prefers
a unique way of communication. Those who prefer more of a personal touch
may want you to call, or prefer a meeting over a cup of tea. Many others may
not prefer to be disturbed repeatedly by a phone call. They may want you to
leave a message over SMS, WhatsApp, or email so that they can see it
whenever they are free.
Whatever your style be, you need to be sensitive to how your clients want
you to deal with them. From phone to Skype, you should be accessible across
all modes of communication.

2. CAPITALISE ON SOCIAL MEDIA

Statista projects that in India there will be 370 million social media users in
2022. Financial advisors can use this highly dynamic platform to generate leads,
or to penetrate their awareness about their services. Engagement with your
client begins much before they start accepting your services, i.e., brand
awareness. Adopting a mix of paid and organic campaigns will help increase
your visibility. Each like, share and comment is a potential for leads.
 
Another way to engage with your customers is chatbots. Chatbots can be used to
provide more information of your services, to educate, to understand what the
user wants and to record grievances. IT can add engaging and educational
content on social media - Facebook, Instagram, Twitter, etc. to deepen
engagement with your customers.
3. LOOK FOR LIFE-CHANGING EVENTS
A Customer Relationship Management (CRM) tool empowers the financial
advisor to serve customers efficiently. It allows you to record client contacts,
products, and schedules. However, you can make this list more effectual by
adding life milestones, preferred mode of payment, risk aptitude, educational
content required, etc. This will help you pitch the right products to them based
on these insights. You can schedule different types of engagements based on the
CRM inputs.
4. PREPARE YOUR CUSTOMERS FOR CHANGING TIMES
Bank interest rates are falling. India's credit rating was upgraded from Baa2 to
Baa3 by Moody's Investor Service. What does this mean for your customers?
They might not be aware of the implications of these. You have the domain
expertise to understand the consequences of the changing regulations and
technological evolution.
It is not just external and internal circumstances which might require financial
intervention. If your client is reaching an important milestone in life, they might
have to shift to funds which offer less risk. need to tell your clients and advise
them accordingly.
5. WEBINAR & GOOGLE HANGOUTS FOR INTERACTIVITY
You can delight your customers by adding video and chat sessions. Choose
webinars or other video sessions to interact with your customers live. Customers
can send their queries so that they can be addressed. This helps you to listen to
their concerns and understand their financial goals better.
6. HELP YOUR CUSTOMERS LEARN
Customer relationships go beyond selling. Customers appreciate if you can help
increase their learning quotient. You can post product or industry-based
informational content on a regular basis. These can be in the form of videos,
infographics, blog links, tips, quizzes and so on. Alternatively, you can choose
customised informational content as per your CRM database and send them to
different categories of investors.
 7. SUPPORT A CAUSE
Being associated with a social or environmental cause helps to reflect a humane
face of the service provider or the brand. This applies to financial advisors too.
Customers may relate with you strongly and feel more assured.

IMPORTANCE OF TECNOLOGY ADOPTED

1)      Keep your anti-virus software active

This is regardless of whether you invest in the stock market or not. If you are
online, you should have an anti-virus software running on your system. This can
help prevent your computer from being infected with dangerous malware that
could threaten to steal your financial data.
2)      Always type the website URL
There are a lot of fraudulent websites that look identical to original e-trading
website. The positioning of various widgets, the colour combinations, themes,
etc., are so accurate, it can fool anyone. This is done to lure unsuspecting
investors to enter their log-in details, and once you type in your personal details,
the data is captured by someone else. You can avoid this by typing the website
URL into the search box. Additionally, do ensure you don’t click on suspicious
links in your emails.
3)      Safeguard your account details
Never disclose your account details to anyone, not even to your broker. Keep a
watch on your investment documents and monitor your account regularly. In
case you find any suspicious activity, alert your broker immediately.

4)      Set a strong password

Did you know that the most common password is ‘password’? Everyone knows
the importance of a strong password but most people rarely follow it. With
innumerable social media accounts, keeping track of passwords can be tough,
but having a safe, unable-to-hack password is the need of the hour for all
financial transactions. Your password should have at least eight or more
characters, including numbers and special symbols like @, %, & and so on.
However, take special care to not set such a complex password, that you,
yourself, can’t remember it.
5)      Opt for additional authentication
It is always good to go the extra mile when your online security is concerned.
Many online trading companies offer two-factor authentication or 2FA for
additional security. Now, it might be possible that you haven’t heard of 2FA but
you most certainly have used it at some point in time. In a 2FA verification
process, you not only type your username and password, but you also type in a
piece of information that only you can have. A prime example of this is the
SMS one-time password (OTP). Choose this feature whenever you trade in the
stock market.
6)      Watch out for unusual pop-ups
It is better not to log into your trading account if you find the website you are
logging in is throwing up unusual pop-up screens. For instance, it would be
highly suspicious if the website keeps throwing up a window that says you have
won Rs. 1 crore and you need to enter your account details to collect the money.
If you see such a pop-up, just shut the window on your computer.
7)      Use a trusted secure device
Always use a safe device (computer or smartphone) to access your account. It is
best not to use public computers whether in a library or an internet cafe. You
can never be sure whether the device is being monitored or not. As wise people
have said in the past: It is better to be safe than sorry.
8)      Disable wireless networks not in use
Free Wi-fi in a public place is great, but don’t use it to check your online
trading account. Use a secure internet connection to log-in, and once you have
completed your trading, disable all the wireless networks not in use. You could
also go for an additional layer of security through a virtual private network
(VPN).

9)      Avoid unknown software

There are many apps on the online play store that allow you to access your
stock trading accounts. Don’t download and install any unknown applications or
software. One way to be sure is to check if the app is verified by the play store
as ‘safe’. If it is ‘safe’, download it and keep a track of your investment, but if
not, then you should avoid downloading the app.
10)   Always log out
Never forget to log out of your account when you are done. You must have seen
numerous movies where a character in the film doesn’t log out of a system and
all his data is stolen. Don’t be that person! Whenever you finish trading in the
stock market, the first thing you should do is to log out of your account and log
out of the computer. This is a small step you should take to ensure your peace of
mind.

Need For The Study

1. The research will help to share khan in understanding the technologies
adopted and the impacts of the sharekhan
2. The research will also reveal the fear factors, and which the brokerage
services need to address before full fledged promotion of share trading
3. The research will also create awareness on the usage of online share trading
as a channel option for trading services.
4. There is a chance to experience expansion in this volatile sector. In spite of
it, it becomes necessary to serve the investors. A tough competition is prevailing
in and around.