K.J.

SOMAIYA INSTITUTE OF MANAGEMENT

SUMMER INTERNSHIP PROJECT REPORT ON

Content creation for

finance and investment
related topics for
guiding new investor

SUBMITTED BY
Ingit Debnath
17030120020

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

MBA A, Batch 2020-22

UNDER THE GUIDANCE OF

PROF. ASHA PRASUNA

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Content creation for finance and investment

related topics for guiding new investor

BY
Ingit Debnath
MBA A, Roll No. = 17030120020

UNDER THE GUIDANCE OF

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K.J. SOMAIYA INSTITUTE OF MANAGEMENT

DECLARATION

I hereby declare, to the best of my knowledge and ability that my work on the Summer
Internship Project title “Content creation for finance and investment related topics for guiding
new investor” is a genuine research work undertaken by me. It has not been published
anywhere earlier and is prepared after completion of the Summer Internship Program with
RC Diamonds.

Ingit Debnath
Roll No. = 17030120020

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CERTIFICATE FROM SUMMER

PROJECT GUIDE

This is to certify that Ingit Debnath, a student of the MBA A(2020-22) at K.J. SOMAIYA
INSTITUTE OF MANAGEMENT has worked under our guidance and supervision. This
summer project report title “Content creation for finance and investment related topics for
guiding new investor” has the requisite standard and to the best of our knowledge has no part
of it been reproduced from any other summer project, monograph, report or book

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ACKNOWLEDGEMENT

To list the people who all have helped me is difficult because they are so numerous and the
depth is also enormous.
I would like to acknowledge the following as being idealistic channels and fresh dimensions
in the completion of this project.
First of all, I take this opportunity to thank the K J Somaiya Institute of Management for
giving me chance to do this Summer Internship with RC Diamonds.
I would also like express my sincere gratitude towards my company mentor
Mr. Ramchandra Kumble whose knowledge, guidance and experience made the project
successful.
I would like to thank my faculty mentor, Prof. Asha Prasuna for providing the necessary
guidance required during the internship.
Lastly, I would like to thank each and every person who directly or indirectly helped me in
the completion of the project especially my Parents and colleagues who supported me
throughout my internship.
Wherever I have used references to previous works of others, it has been clearly indicated as
such and included in the references section.

I, here by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

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Table of Contents

Chapter PARTICULARS PAGE

I Declaration 3
II Certificate 4
III Acknowledgement 7
IV Executive Summary 10
1 Industry Introduction 11
2 Company Introduction 12
3 Facts and Figures 13
4 Week wise work detail 17
5 Front and Back end operation 27
6 Upcoming Phase of Implementation 27
7 Comparison 28
8 Challenges 30
9 Learnings from the Project 31
10 Problem Statements derived from the Project 32
11 Recommendations 33
12 References 34

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Charts and Figures

Index PARTICULARS PAGE

1 Standard and Poor’ Global Financial Survey report of world (2016 13
to 2020)
2 Financial literacy rate of India as per report conducted by the Global 14
Financial Literacy Excellence Centre from 2016 to 2020
3 State wise Financial literacy rate of India as per report conducted by 15
the Global Financial Literacy Excellence Centre in 2020
4 Country wise Standard and Poor’ Global Financial Survey report 16
5 Portion of content of Introduction to start-up funding 17
6 Portion of content of Bond Market 18
7 Portion of content of candlestick Pattern 19
8 Portion of content of Asian Financial Crisis 20
9 Portion of content of technical Analysis 21
10 Portion of content of Investment styles 23
11 Portion of Content of Exchange Traded Fund 24
12 Portion of Content of Myths of Stock Market 25
13 Portion of Content of Stages of Stock 26

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EXECUTIVE SUMMARY

About the Organization:

RC Diamonds boasts itself to be the most trusted Diamond jewellery ecommerce website
which provides high quality Jewellery within India. It was set up in 2011 with the aim of
providing an organized platform for buyers meet sellers in terms of diamond trading.
RC Diamonds established in 2011 by Mr. Ramchandra Kumble in Rajkot,
Gujarat soon became one of the significant online and offline diamond dealers in India. It
deals in Loose Diamonds and all types of Diamond Jewellery. Non-Certified as well as
certified diamonds
After the financial crisis, banks became more reluctant to help and
revenue techniques were minimum. So, they concentrated on building a revenue model which
is unaffected by external factors and setting up a business with low fixed cost and negligible
variable cost. In certain cases, supply of diamonds declined since mines were closed and
workers were unavailable; but that has been handled by delaying the delivery of diamonds to
customer and customers have accepted that. Hence there is negligible impact on RC
diamonds due to the pandemic.

Objective:
Primary objective ----
Study different concepts related to finance and prepare case studies on them
Other Objectives ----
1. We will prepare strategies related to investment.
2. We will focus on valuation concepts and analysis of financial statements.

Scope:
The total duration of internships will be divided into multiple tasks. Rather than focusing on a
major case study and expecting us to design the whole financial model, we will be assigned
specific time spans with deadlines to complete a set of smart tasks and research reports and
simulations. By understanding each component of the Financial Investment Strategies and
discussing with the mentor, we will be able to work on various aspects of start-ups and
enhance our knowledge on the entrepreneurial skills thereby working on project
requirements.

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Industry Introduction

The history of Diamond industry dates back to times of De Beers company which controlled
the mining extraction and selling of diamond 1900s. The intrinsic value of diamonds results
only from their physical characteristics, which make them perfect for industrial applications.
The diamond market can be classified into three segments --
1. Industrial Diamonds - Natural and synthetic diamonds commonly used for
manufacturing process
2. Jewellery Diamond
3. Investment Diamonds – Supreme quality large gemstones purchased for investment.
.
Focussing on the Indian Diamond industry, India has a gigantic history of some of the world
renowned mesmerizing diamonds. Today Indian Diamond Industry can be considered as the
pioneer in the gem industry and a world leader in the production of cut and refined diamonds.
Taking the current data, nine out of every ten diamonds come from India which is used in
jewellery worldwide. Indian Diamond industry is primarily involved with cutting, polishing
and exporting diamonds. The zenith body Gem and Jewellery Export Promotion Council
(GJEPC) is dazzling and growing industry. GJEPC council was set up under the jurisdiction
of the Ministry of Commerce in 1966 and has helped to form a better understanding between
the diamond industry and the government. The aim and responsibility of the council is to
develop and promote the export of gems and jewellery from India, to contribute towards
establishing a code of ethics to ensure that fair trade practices are followed in the jewellery
arena.
Indian Diamond industry is mainly involved with cutting, shaping, polishing and exporting
diamonds.
According to recent data, Indian Diamond Industry constitutes around 15% of Rs. 900 crores
approximately of the market and is growing at a rate of Forty percent.
The diamond industry in India today is worth about Rs. 6000 crores and is deemed to be one
of the fastest growing diamond markets in the world. India ranks 3rd in the world in domestic
diamond consumption behind only to USA and Japan
Today India exports around 90% of Diamonds to the US. In the year 2008-2009, during
April-January, the exports of cut and polished diamond reduced 2.85 % to $11.34 billion, in
contrast to a 6.63 % growth to Rs 11,020 crore during the corresponding year.

Some of the leading diamond selling companies are Adora, Tanishq, Nirvana Diamonds.

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Company Introduction

RC Diamonds deals in Loose Diamonds and all types of Diamond Jewellery. Certified as
well as non-certified diamonds, gemstones, Kundan jewellery are also available.
RC Diamonds established in 2011 by Mr. Ramchandra Kumble in Rajkot, Gujarat soon
became one of the significant online and offline diamond dealers in India. It is a buyer meet
seller platform specific for diamond.
RC diamonds believe that diamonds emphasize much more than the tagline of Diamonds are
woman’s best friend. It signifies a sense of security, a commitment or promise to someone or
something. No longer are diamonds used to flaunt but it gives the current generation woman a
feeling of belonging
RC Diamonds offers handpicked quality diamonds that are a trademark of genuine artfulness,
quality and brilliance. Special care is taken to unearth the item fabulousness to fulfil
individuals with the ultimate creation. RC Diamonds believe in authenticity, reliability and
accuracy. Their designs include collections from royalty and patterns that are trendy, modern
and customized to suit any given person’s personality. They aim at providing 100%
satisfaction to customers on each of their products in terms of colour, cut, weight, quality and
pricing.

Other services provided RC Diamonds (under the wing Youthmonk) include Search engine
optimization, Search Mobile optimization, Ad management service, Graphic designing, Web
development and Application development

Features of RC Diamonds

- Free shipping pan India

- Unique customized designs for every customer as per styling and budget

- Assured Weights and Quality for diamonds and gold

- Certified Jewellery from GIA, IGI , SGL,

- Conflict free diamonds

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FACTS AND FIGURES

The aim of the internship is to take a step forward in the direction of increasing the financial
literacy of people.
It is quite horrifying when we take a look at the data and figures of percentage of people who
are financially educated or financially aware; this triggered RC diamonds to venture on a
mission of providing proper financial education.
Tracking the overall financial literacy of world which stands at 33% as surveyed by

World's Financial Literacy rate by S&P Global

financial survey report
Financial Literacy in %

33
32.5 32.5

31

30

2016 2017 2018 2019 2020

YEAR

Standard and Poor’ Global Financial Survey report; where slow but steady growth has been
observed.

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Shifting our focus to India, we can observe that the financial literacy rate in India

IND IA' S FINANCIAL LIT ERACY RAT E

24
FINANCIAL LITERACY IN %

22.5
22
21

21

2016 2017 2018 2019 2020

YEAR

Is significantly lower than the overall financial literacy rate of world.

The above chart displays last 5-year financial literacy rate of India (as per report conducted
by the Global Financial Literacy Excellence Centre).
The survey found out that India’s financial literacy rate is growing but is still lagging behind
the overall world’s value.
The survey hence tried to deep dive to narrow down the concern areas and it prepared a
proper table of financial literacy rate state wise.

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Major observations were –

There is huge disparity in numbers between the literacy rate and financial literacy rate. For
example, while 72% people in tail Nadu are literate, but only 22% is financially literate.
Minimum steps have been taken for improving financial literacy rate in Northeast states like
Nagaland, Mizoram.
There is huge disparity in numbers between the financial literacy rate of financially literate
and financially illiterate states.

Even if we compare India’s financial literacy rate with other countries around the world,

C O U N T RY W I S E F I N A N C I A L L I T E R AC Y R AT E BY S & P G LO B A L
F I N A N C I A L S U RV E Y R E P O R T
80

70
Financial Literacy in %

60

50

40

30

20

10

COUNTRY

European countries have pretty high financial literacy rate; though India can be considered at
are with African countries but even in Asia, India is positioned lower than China (28%) and
Russia (38%)

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WEEK 1 WORK DETAILS

Topics covered
A. Introduction to Start-up Funding

Here we have covered the various approaches one can use to fund his or her startup;
both the conventional and unconventional approaches have been covered.

Portion of content of Introduction to start-up funding

B. Bond market

Here we have covered as to how the bond market operates, the various potholes to
remain aware of and exactly what kind of people will be comfortable in investing in
bond market.

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Portion of content of Bond Market

WEEK 2 WORK DETAILS

Topics covered
A. Candlestick pattern

Here we have covered the various patterns that act as indicator indicating us that how
a share or currency will behave in future. Depending on these patterns, investors take
buying or selling decision. All the patterns have been explained in detail along with
their application.

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Portion of content of candlestick Pattern

B. NSEL scam

Here we have started explaining from basic financial terms to analyze one of the
significant financial scams that occurred in the recent past. The learnings, long-run
impact of the scam, recommendations for our reader and chances of repetition of such
scam has been discussed in detail.

Portion of content of NSEL scam

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WEEK 3 WORK DETAILS

Topics covered
A. Initial Public Offering

The concept has been explained through eye of a common man. Taking the example
of a random guy who expanded his business of cosmetics shop using IPO. The
hurdles that he faced, his mindset and how IPO was best fit solution for him has been
analyzed. Certain factors that need to be considered before accepting IPO released by
a firm are firms which can smoothly pay interest from time to time against loans, or
any firm planning to expand or other shareholders are reluctant to sell shares of a
particular firm.

B. Asian Financial crisis

Here we have started explaining from basic financial terms to analyze one of the
significant financial scams that occurred in 1997. This crisis is significant in
changing the entire route of financial evolution. The learnings, long-run impact of the
crisis, recommendations for our reader and chances of repetition of such incidents
have been discussed in detail.

Portion of content of Asian Financial Crisis

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WEEK 4 WORK DETAILS

Topics covered –
A. Technical Analysis

Here we have covered the technical analysis or analysis based on tradable instrument
by applying variables like price, volumes and interest on a chart and noting the
patterns that emerge as well as using specific indicators. The basic assumptions of
technical analysis, difference with fundamental analysis, candlestick pattern, and
other relevant indicators have also been explained. We have also focused on the
limitations of technical analysis like. If more people use technical analysis and come
to the same conclusion, the importance of such analysis continues to dwindle and also
when used in isolation it can fail to show any definite direction.

Portion of content of technical Analysis

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B. Investment styles

Here we have covered the various approaches that investors use while investing in a
market. Investors with different mindsets and background choose their styles
accordingly and same has been suggested for the readers. Suitable examples have
been given corresponding to every investing styles for better understanding. Several
instances where investors tried to follow conventional investing styles but failed
miserably while in several scenario investors succeeded by applying unconventional
styles.

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Portion of content of Investment styles

WEEK 5 WORK DETAILS

Stock Analysis of Real estate firms

Here we have listed down the top performing companies in terms of profit making and firm’s
share performance. Further the price charts of these firms have been compared among
themselves and analysed to reach conclusions. Several factors affecting the real estate market
are Interest rate on loans and property, Government Policy, Employment rate, External
investors, Budget allocation. Incidents that affected Real estate market are Impact of Covid,
Financial crisis 2008, Emaaar properties scam, Cooperative group housing scam. Its
recommended that for a person who is not ready to take risks, investing on stocks related to
real estate market can prove dangerous since the market is volatile and time to time
fluctuations are observed frequently; for a person who is not ready to monitor and study the
market in every gong second, investing on stocks related to real estate market is not
suggested since the market is volatile and time to time fluctuations are observed frequently.

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WEEK 6 WORK DETAILS

Stock Analysis of Airline service providers

Here we have listed down the top performing companies in terms of profit making and firm’s
share performance. Further the price charts of these firms have been compared among
themselves and analysed to reach conclusions. Several factors affecting the Airline provider
firms are Unprofitable Airlines Continue to Fly, High Fixed and Variable Costs, Exogenous
Events Can Suddenly Affect Demand, Reputation for Hassles and Poor Service. Incidents
that affected the airline industry are shutdown of Jet Airways, Privatisation plan for the
national carrier, Air India, Ban on Boeing 737 Max 8 aircraft after incidents of malfunction.

WEEK 7 WORK DETAILS

Topics covered –
A. Exchange Traded Fund

Here we have covered the types of exchange traded fund, advantages and
disadvantages, mindset of investors dealing in exchange traded fund, process of
dealing in exchange traded fund.

Portion of Content of Exchange Traded Fund

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B. Myths about stock market

Here we have covered the common beliefs that common people have regarding the
stock markets. Due to these wrong beliefs many people are afraid to invest in stock,
while some people end up making huge losses, while some fail to make profit up to
their potential. We have aimed at highlighting these false beliefs so that our readers
can become aware and take better decisions. A total of 7 myths have been enlisted.

Portion of Content of Myths of Stock Market

WEEK 8 WORK DETAILS

Topics covered
A. Stages of Stock

If we consider any stock then it goes through various phases. We have portrayed these
phases in this part and what investors should do as a stock jump from one phase to
another. There are five stages and behavior of stock varies from one stage to another
but there are no certain estimator to estimate the time of change of stage.

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Portion of Content of Stages of Stock

B. Future of Cryptocurrency

Cryptocurrency has become popular in the present and is predicted to replace the
entire banking system; hence we have tried to formulate the future of cryptocurrency.
Though Bitcoin is the most traded cryptocurrency but we have analyzed that it might
soon loose its fame to Ethereum in the near future.
Cryptocurrency will become more popular once institutes and organizations start
investing in cryptocurrency along with individuals.
Cryptocurrency will become more popular once its limitations get resolved like
chances of easily getting hacked, entire money lost by sudden hard disc crash, extra
charge like transaction fee.

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FRONTEND AND BACKEND OPERATION

The Youthmonk website provide various services like application development, web
development, search engine optimization, search mobile optimization apart from online
financial education.
The website is designed using Wireframe framework. This framework is best suited for
arranging elements. The steps involved are doing a user research and creating the UX design
accordingly; creating the mapped user flow to have a flowchart of the entire procedure; using
Information architecture to feed in data at desired places; taking decisions as per user’s
demand like posting one case study per month while five to six blogs per month; performing
tests like user acceptance testing; and finally turning the wireframe into prototype.
In the frontend, HTML and CSS language is used which are popularly used to link web pages
while AngularJS and jQuery are the frameworks used in youth monk’s website.
In the backend, JAVA and JavaScript language is used which is scalable and user friendly
while Rails and Spring are the frameworks used in youth monk’s website.

UPCOMING PHASE OF IMPLEMENTATION

In the upcoming phase of Implementation scheduled in early 2022; following things will be
implemented –
1. Artificial Intelligence based chatbot to entertain questions and doubts from reader in a
faster and effective manner
2. Online courses on financial topics
3. More content on niche financial topics.

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COMPARISON

If we compare the overall material and methodology prepared during this internship for
guiding new investors, then there are numerous points that will come up.

For example, when we compare with website www.Investopedia.com, It is an American

website providing investing and finance education. It has added advantage of comparing
financial products in real-time basis to show the audience who things are different. Also, it
provides a demo account to audience so that they can invest money in a practice environment
and get a hang of it before diving into the real environment. It has a separate section named
Investopedia academy which has updated course like Advanced technical Analysis, Financial
Modelling, Forex trading. It is a leading source of financial content on the web, on the
internet, extending from advertise news to retirement techniques, education related to
investment to insights from advisors. But on the other hand, the brownie point of this project
is the content posted by us has a greater number of day to day examples (which audience can
relate to while understanding critical concepts and terms) and simple non-financial language
so that anyone can grasp.

Taking the example of TD Ameritrade, which is a very prominent website and is famous for
providing guidance to budding investors. Owing to its easy to use website and education
investment plans, it is often considered as beginner’s favourite by many rating agencies. But
on the other hand, the brownie point of this project is the content posted by us has a greater
number of day to day examples (which audience can relate to while understanding critical
concepts and terms) and detailed information with charts and data supporting it so that
anyone can grasp. Also, our content has more easy to learn videos which are explained via
story telling.

Taking the example of Fidelity investments, which is an American multinational financial

services corporation based in Boston, Massachusetts. The company was set up in 1946 and
is one of the biggest asset managers in the world. It has multiple branches like brokerage
firm, manages a pool of mutual funds, retirement services, provides fund distribution and
investment advice, wealth management, cryptocurrency, securities execution and clearance,
asset custody, and life insurance. It has a wing named Fidelity learning centre which has
coaching centres to educate budding investors. It is considered to be a research heaven owing
to its widely and easily available research tools and resources that can be accessed. It contains
industry research tools that can be used to estimate the future of any investment made. It

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provides free calculators to calculate the return and risk involved in any investment. There is
guidance material provided along to give special tips to the new investors who are learning
along. But on the other hand, the brownie point of this project is the content posted by us has
a greater number of day to day examples (which audience can relate to while understanding
critical concepts and terms) and detailed information with charts and data supporting it so that
anyone can grasp.

Other examples can be www.yahoofinance.com and Zach research investments which play a
significant role in educating new investors in a fashion similar to our project. But the content
provided via our project is more organized and sequential. Also, our content has more easy to
learn videos which are explained via story telling. Moreover Zach research and yahoo finance
focussed more on stock market investing but our project is broader covering investment as a
whole.

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CHALLENGES FACED

1. It was necessary to step down and think from the view point of an amateur who has
zero financial literacy; and prepare the content using terms that are not so technical,
rather used in day to day life.

2. Preparing content keeping in mind that readers of all age groups, all industry
Backgrounds, with different level of financial literacy can understand and no one feels
disinterested

3. It often becomes difficult to post relevant examples that each and every reader can
relate to. For example, explaining Bond market by cracking a corporate joke will
become irrelevant for someone who is not been part of corporate world altogether.

4. To create unique content, which is not available in other investment educating

websites like Investopedia.

5. RC Diamonds being a diamond broker and is entering the area of providing financial
education for first time. Being completely new, we lacked the foundation base as we
started preparing content for our readers.

6. Filtering the redundant, negative and inconclusive reviews and feedbacks. Since, our
content is feedback driven and we are heavily dependent on readers .to read our
content and provide suggestion, criticism so that we can improvise the content.

7. Since, our content is feedback driven and we are heavily dependent on readers .to read
our content and provide suggestion, criticism so that we can improvise the content; as
of now we have received delayed responses and lower than expected reviews from
readers which in turn is affecting the pace and efficiency of overall content
improvisation.

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LEARNINGS FROM THE PROJECT

Video creation and video editing since the internship involved creating lots and lots of video
content for the readers.
New tools used in Financial analysis like ratio analysis, candlestick pattern
New and latest concepts of finance
Teamwork to execute sub-projects
Adapting to different scenarios
Problem solving and communication skills wherein we hosted open meetings in clubhouse
forum inviting experts, analyst to present their views.
The procedure of handling feedback based content creation; Since, our content is feedback
driven and we are heavily dependent on readers .to read our content and provide suggestion,
criticism so that we can improvise the content.
Simplifying complex financial concepts and explain them in simple terms.
Handling constructive criticism
Work ethics and effective time management

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PROBLEM STATEMENTS DERIVED FROM THE PROJECT

❖ There is no dedicated channel via which readers can clarify their doubts while going
through the content posted in the social media pages of youth monk.

❖ There is no provision of demo account and virtual platform for our readers where they
can make their own investments in order to learn faster.

❖ The content lacked animations and graphical architecture to keep the readers hooked
into the content; more often readers have left midway as they felt bored.

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RECOMMENDATIONS

1. Audio and video clips of interview with experts or one to one discussion with market
analysts can be added to the existing content.

2. Providing demo account and virtual platform for our readers where they can make
their own investments so that they can learn faster, more effective by applying the
concepts they have just read.

3. Providing links in the content in case a reader wants to gain further information
regarding a topic. Certain topics like “Option forward” , “Derivatives market” have
been covered with minimum information since they are less popular in the market.
But a section of reader may need details for that topic and he should be given some
alternate source.

4. AI based chatbot (Artificial Intelligence) can be implemented to answer any basic

doubt or questions that comes in the mind of readers while going through the content;
critical questions can be redirected by the chatbot to Content creator team

5. Some funny and cartoon-based video examples in story form can be added to explain
the financial concepts to help the audience grasp the content faster.

6. Some interactive videos with audience can be added to explain the financial concepts
to help the audience grasp the content faster

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REFERENCES

❖ www.youthmonk.com
❖ https://www.instagram.com/p/CQaaU0fpRTV/?utm_medium=copy_link
❖ https://www.linkedin.com/posts/youthmonk-investing_youthmonkinvesting-

investment-financetips-activity-6812037868962271232-3Anm
❖ https://rcdiamonds.com/about-rcdiamonds

❖ https://rcdiamonds.com/sales/guest/form/

❖ https://www.diamondworld.net/contentview.aspx?item=25496

❖ https://www.investopedia.com/articles/00/100900.asp

❖ https://www.ig.com/en/trading-strategies/16-candlestick-patterns-every-trader-should-

know-180615
❖ https://www.bseindia.com/markets/Equity/EQReports/IndustryView.aspx?expandable

=2&page=70101002%20&scripname=Airlines
❖ https://www.moneycontrol.com/stocks/marketinfo/marketcap/bse/construction-

contracting-real-estate.html
❖ https://www.moneycontrol.com/mf/etf/

❖ https://tradebrains.in/stock-market-cycle-stages/

❖ OECD/INFE 2020 International Survey of Adult Financial Literacy

❖ https://economictimes.indiatimes.com/markets/bonds

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