A Brief on

ICICI
Securities
About Retail
Department and
other working areas

Aravali Institute of
Management, Jodhpur
(Rajasthan), 0291-2555356
 About I-Sec
ICICI Securities Ltd is the largest equity house in the country providing end-to-end solutions (including
web-based services) through the largest non-banking distribution channel so as to fulfill all the diverse
needs of retail and corporate customers. ICICI Securities (I-Sec) has a dominant position in its core
segments of its operations - Corporate Finance including Equity Capital Markets Advisory Services,
Institutional Equities, Retail and Financial Product Distribution.
With a full-service portfolio, a roster of blue-chip clients and performance second to none, we have a
formidable reputation within the industry. Today ICICI Securities is among the leading Financial
Institutions both on the institutional as well as retail side. Headquartered in Mumbai, I-Sec operates out of
several locations in India. ICICI Securities Inc., the step-down wholly owned US subsidiary of the
company is a member of the Financial Industry Regulatory Authority (FINRA) / Securities Investors
Protection Corporation (SIPC). ICICI Securities Inc. activities include Dealing in Securities and
Corporate Advisory Services in the United States. ICICI Securities Inc. is also registered with the
Monetary Authority of Singapore (MAS) and operates a branch office in Singapore.

Board of Directors
ICICI Securities Limited.

 Ms. Chanda D. Kochhar,Chairperson

 Mr. Uday Chitale
 Mr. Narendra Murkumbi
 Mr. Ketan Patel
 Mr. Pravir Vohra
 Ms. Madhabi Puri Buch, Managing Director & CEO
 Mr. A. Murugappan, Executive Director
 Mr. Anup Bagchi, Executive Director

ICICI Securities Holding Inc.

 Mr. Gopakumar Puthenveettil
 Mr. Pramod Rao
 Mr. Sriram Iyer
 Mr. Ashish Kakkar
 Mr. Raghav Iyengar
Management Team
Ms Madhabi Puri-Buch, Managing Director and CEO of ICICI Securities
Limited, has been with the ICICI Group for over 15 years. Madhabi spearheads
the company's initiatives in Corporate Finance which includes Equity Capital
Markets Advisory Services, and Institutional Equities; Retail Equities which
includes ICICIdirect.com, one of the largest players in the internet brokerage
Ms Madhabi space and Financial Product Distribution.
Puri-Buch
Managing Director
& CEO
Anup Bagchi is Executive Director at ICICI Securities Ltd. Mr Bagchi is
responsible for the development and business growth of the retail broking,
distribution of retail financial products, and wealth management services. Mr
Bagchi pioneered seamless online broking in India through ICICIdirect.com.
ICICIdirect.com is the leader in the online share trading space with over 2
Mr Anup Bagchi million customers. 
Executive Director

As Chief Financial Officer & Head-SFG, Mr Attra is in charge of all

strategic financial activities, business planning, forecasting and analysis,
management systems, setting up the internal control framework, &
management of all operating funds containing working capital of the
company. 
Mr Charanjit Attra
Chief Financial
Officer & Head - SFG

Corporate Citizen
The social initiatives programme of ICICI Securities has over the years focused mainly on two areas: providing
education and health to the poor and marginalized kids from our society. That forms the crux of our CSR
programme. With this in mind, I-Sec has been partnering many NGOs in the city.

Door Step School - One of the most long standing associations has been with
Door Step, a NGO focused on spreading education to kids residing in the slums.
Since 2004, I-Sec has adopted the Colaba Municipal School in association with
Door Step. We not only provide funds for hiring teachers, books and other
educational needs but encourage our employees to volunteer their time and
associating themselves with the children through various activities like Diya
making during Diwali, or playing a cricket match with the children. 

I-SEC has adopted the pre-primary section of a municipal school in Lower Parel
run by the Paragon Charitable Trust through their CSO called Muktangan.
Muktangan, in collaboration with the Brihanmumbai Municipal Corporation
(BMC), runs an English medium primary school in Worli, Mumbai. ICICI
Securities supports its educational programme that offers alternatives to
 orthodox educational practices. 

Awards & Recognition

Retail

 Outlook Money - India's Best e-Brokerage House for 2010

 CNBC Financial Awards 2010 for Best Performing National Financial Advisor Retail
 EDGE Winner 2010 for low bandwidth website
 CMO Asia Awards 2010 for Excellence in Branding and Marketing -     
Brand Leadership Award (overall)     
'Campaign of the Year' for the Trade Racer Campaign     
Brand Excellence in Banking and Financial Services for the store format     
Award for Brand Excellence in the Internet Business
 Frost and Sullivan Award 2010 for Customer Service Leadership
 ICICIdirect wins the prestigious Outlook Money - India's Best e-Brokerage House for 2009.
 ICICIdirect, the neighborhood financial superstore won the prestigious Franchise India
`Service Retailer of the Year 2008 award.
 ICICIdirect wins the prestigious Outlook Money - India's Best e-Brokerage House for 2008.
 ICICIdirect been winning the prestigious Outlook Money - India's Best e-Brokerage House
for 2003-2004, 2004-2005, 2006-2007 and 2007-2008.
 ICICIdirect has also won the CNBC AWAAZ Consumer Award for the Most Preferred
Brand of Financial Advisory Services.
 Best Broker - Web 18 Genius of the Web Awards 2007
 Franchisor of the year award 2009
 Retail concept of the year awards 2009

Institutional

 ICICI Securities is awarded as the Best Investment Bank 2008 by Global Finance Magazine
 The Corporate Finance group also was awarded a runner-up Best Merchant Banker by Outlook Money
in 2007.
 ICICI Securities (I-Sec) topped the Prime Database League Tables 2007 for money raised through
IPOs/FPOs.
 The equities team was adjudged the 'Best Indian Brokerage House-2003' by Asiamoney.

Technology

 ICICI Securities conferred the Gold CIO award jointly by CIOL and Dataquest at the Enterprise
Awards 2010
 IDG India's CIO magazine has recognized ICICI Securities as a recipient of CIO 100 award in 2009
and 2010
 Indian Bank's Association Business Technology Awards for Best Online Trading Platform in 2006 and
2007
Corporate Offices
ICICI Securities Limited, Mumbai
ICICI Centre, H.T. Parekh Marg, Churchgate, Mumbai - 400 020. India.
Tel No: 2288 2460/70

ICICI Securities Limited, New Delhi

ICICI Bank Towers, 3rd floor, NBCC Place, North Tower Pragati Vihar, Bisham Pitamah Marg Lodi
Road New Delhi - 110 003 India. 
Tel No: 011-24390000

ICICI Securities, Inc., Singapore

30 Cecil Street, #15-29, Prudential Tower, 
Singapore - 049712 
Contact details for Institutional Investors (Only)Tel: +65 6232 2452 
Fax: +65 6232 2455

ICICI Securities Inc. 

415 Madison Avenue Suite 1427 
New York, NY 10017 
Tel: 646-673-8549 
Fax: 212-202-4012

ICICI Securities Limited. Oman

461 MHD Corporate Office Building, Ground Floor P.O.Box:2451, PC:112, Ruwi, Sultanate of Oman 
Tel No: +968-24769000

Our Business
Institutional - Corporate Finance

Overview

ICICI Securities is one of the leading investment banks in the domestic equity capital markets
and has been instrumental in pioneering numerous innovative practices in the investment
banking space.  The Corporate Finance practice offers Capital Market and Advisory services in
India and overseas. Our consistent ranking as one of the top Investment Banks as per Prime
Database league tables manifests our expertise in this space.
With a single goal of `facilitating clients' successes, ICICI Securities has been influential in fund
mobilization for our clients who include corporations, financial institutions, financial sponsors
and government. For the year ended March 31, 2010, ICICI Securities Ltd handled 16 issues and
raised INR 230 Billion covering 23% of the total domestic fund raising activity in FY10. ICICI
Securities is a SEBI registered Category I Merchant Banker.
Retail - Retail Equities (ICICIdirect.com)
Overview

The primary objective of ICICIdirect.com is to empower the individual to take complete control
of his investments and offer the entire basket of investment options by giving him a democratic
medium of investment with a seamless structure that integrates his bank account; his demat
account and the trading account. It is also meant to allow the investor to imbibe self-discipline
and take control of the investments made by him.

ICICIdirect.com offers a convenient and easy to use platform to invest in equity and various
other products. Buying and selling shares are just a click away. Our powerful 3-in-1 concept
enables our customers to tie in their savings bank, demat and brokerage accounts electronically
and seamlessly. 

Apart from convenience, ICICIdirect.com also offers access to comprehensive research

information, stock picks and mutual fund recommendations among other offerings. There are
tailored services and trading strategies available to different types of customers? Day traders,
high-volume traders, derivatives trading etc. ICICIdirect.com is one of the first companies to
offer seamless access to US markets by tying up with a leading US based broker. This service
enables Indian customers to invest up to $200,000 in US stocks and options. All this can be done
through the customer's existing ICICIdirect.com brokerage login id. 

ICICIdirect.com brings the same convenience while investing in almost all prominent Mutual
funds. One can invest in any of the leading Mutual Funds without the hassles of filling
application forms or any other paperwork. There is no need for any signatures or proof of
identity for investing. 

Once a request is placed for investing in a particular fund, there are no manual processes
involved. Bank funds are automatically debited or credited while simultaneously crediting or
debiting the unit holdings. 

The clients also get control over their investments with online order confirmations and order
status tracking. One can see the performance of his investments through online updation of MF
portfolio with current NAV. 

ICICIdirect.com uses the most advanced commercially available 128-bit encryption technology
enabled Secure Socket Layer (SSL), to ensure that the information transmitted between the client
and ICICIdirect.com across the Internet is safe and cannot be accessed by any third party. SSL
has been universally accepted on the World Wide Web for authenticated and encrypted
communication between clients and servers.

ICICIdirect.com is the first broker in India to introduce `Digitally Signed Contract Note' to its
customers. As a result, the process of generating contract notes has been automated and the same
would be instantly available to its customers in a safe and secure manner through the website. 
ICICIdirect.com is constantly adding new paperless and on-line investment services for its
clients. At present, apart from trading in Equity Cash and derivatives segments, we offer 

 Equity / IPOs
 Mutual Funds / NFOs
 Insurance - General & Life

For all these services, there are no separate charges.

Retail - Distribution Channel

Overview
ICICIdirect is a unique model of neighborhood financial stores which offer a variety of financial
products and services under one roof. It is a one-stop shop that facilitates existing and potential
customers can speak to our team and understand their financial plans and goals. We have 250
such stores across 78 cities in India.

Another unique concept called the ICICIdirect Money Kitchen was launched in late 2009. An
extension of the superstore model, the money kitchen is an innovative financial store where
visitors can create their profiles to not only analyze their investment strategy by using various
financial tools but also monitor it from time-to-time. 

To enable our customers to maximize their returns and plan for their future, ICICIdirect has also
started financial planning services at these stores. Customized financial plans can be created for
our customers by dedicated Relationship Managers who will understand the customer's
requirements and future goals.

Based on this information, the Relationship Manager works on creating a comprehensive and
easy-to-read financial plan. This will enable ICICIdirect to move from just a transactional based
relationship to a meaningful and value-added long-term relationship with our customers. As
customer's requirements and goals continue to evolve, so will ICICIdirect services and offerings.

Customers can walk-in to our financial superstores for products like ICICIdirect 3-in-1 online
trading account, equities, mutual funds, IPO, Life and General insurance, Home loans, personal
loans and other financial products. The stores also conduct periodic training sessions on markets
and demo sessions of our website.

Retail - Research
Overview

ICICIdirect.com is a leader in independent equity research on 175 listed companies across 25

sectors. Strong research support with regular updates has ensured customer satisfaction and
loyalty.
 Large cap companies provide an overview of industry environments, while small and mid-cap
companies are chosen 'bottom-up', providing a unique perspective from a generally under-
researched end of the market. We focus on identifying companies, which we believe are likely to
generate wealth for investor on a sustained basis through in-depth fundamental research and
extensive company visits.

We cater to the entire gamut of investment and return horizon requirements of an investor
through our flagship offerings like Detailed Company Report, Pick of the Week, Model
Portfolio, Stock on the Move, Daily & Weekly derivatives, Intra-day calls, Daily, Weekly &
Monthly Technical with an impeccable strike rate.

Retail - Active Trader Service

Overview

The Active Trader Service is an innovative offering from ICICI Securities which is ideal for
those who are truly 'born traders'.

As a customer of the Active Trader Service, we assure you truly personalised service with a
dedicated relationship manager assigned to your account.

We have also set up a special research team who are focused on helping you achieve your targets
.The research team which has developed a robust set of research products to help you make
informed investment decisions, depending on your risk profile, by analysing derivative market
cues and other news, market and corporate information. 
Some of the research products which we offer are as follows : Positional Calls, Technical Picks, 
Momentum Picks, Roll Over Monitor,  Open Interest Insight, Special Situation Arbitrage, Pair
Calls. To know more, SMS 'ATS < space> Name / Pincode' e.g ATS RAHUL/400016 at
5676766

Retail - Sub Broker Channel

Overview

The Sub Broker channel truly offers a win win partnership for entrepreneurs. A Sub Broker of
ICICI Securities acts as a business catalyst by developing clients for ICICI Securities by
identifying, developing and nurturing relationships with clients.

All clients are registered with ICICI Securities and he is able to transact on their behalf through
the fully automated ICICIdirect platform. The settlements are seamless and hasslefree
eliminating the need for maintain a back office since all settlements are between client and ICICI
Securities, even the bills and statements are processed and delivered by ICICI Securities.
The Sub Broker channel offers an interesting business proposition for those who have knowledge
and experience in capital markets and ability to build and maintain relationships.

To know more please write in to subbroker@isecltd.com or contact Mr. Amod Bagwe on

(022) 40701190

Retail - Equity Advisory Group

Equity Advisory Group

The Equity Advisory Group (EAG) is a team of advisors dedicated to providing customers
personalised advisory services. It's aimed at maximising the customer's investment returns and
keeping him updated on the stock markets and the economy. 
A Personal Equity Advisor will closely monitor the client's portfolio and keep him updated on
the latest happenings in equity market with the help of our fundamental and technical research.
EAG services are customised according to the client's risk appetite and investment horizon. His
personal equity advisor, with a complete assistance from our research team, provides him with
timely advice on the stock Market.
Retail - Wealth Management
Wealth Management

The Wealth Management Group is a team of specialists who offer specific advisory services to
meet both personal and business wealth requirements of HNIs. 
The team creates customized strategies to meet Customer?s investment goals of wealth
accumulation, wealth preservation and liquidity. In addition to mutual funds, fixed deposits and
other traditional products, we also offer alternate investment avenues of private equity,
Structured / Customized products for investors with specific views on the markets and portfolio
protection strategies for large investors.
The attempt is to bring world class investment products to our customers through over 15 centres
of ICICIdirect.