Company profile

Angel Brookings’ tryst with excellence in customer relations began in 1987. Today, Angel
has emerged as one of the most respected Stock-Broking and Wealth Management
Companies in India. With its unique retail-focused stock trading business model, Angel is
committed to providing ‘Real Value for Money’ to all its clients.

The Angel Group is a member of the Bombay Stock Exchange (BSE), National Stock
Exchange (NSE) and the two leading Commodity Exchanges in the country: NCDEX & MCX.
Angel is also registered as a Depository Participant with CDSL.

COMPANY’S Business

 Equity Trading
 Commodities
 Portfolio Management Services
 Mutual Funds
 Life Insurance
 Personal Loans
 IPO
 Depository Services
 Investment Advisory

Angel Group:

 Angel Broking Ltd.

 Angel Commodities Broking Ltd.
 Angel Securities Ltd.
Company’s Vision

To provide best value for money to investors through innovative products,

trading/investments strategies, state of the art technology and personalized service.

Company’s Motto

To have complete harmony between quality-in-process and continuous improvement to

deliver exceptional service that will delight our Customers and Clients.

Company’s CRM Policy : Customer is King

“A Customer is the most Important Visitor on our premises. He is not dependent on us, but
we are dependent on him. He is not an interruption in our work. He is the purpose of it. He
is not an outsider in our business. He is part of it. We are not doing him a favour by serving
him. He is doing us a favour by giving us an opportunity to do so.”

Business Philosophy

 Ethical practices & transparency in all our dealings

 Customers interest above our own
 Always deliver what we promise
 Effective cost management

COMPANY Quality Assurance Policy

We are committed to providing world-class products and services which exceed

the expectations of our customers, achieved by teamwork and a process of
continuous improvement.

WORK CULTURE

At Angel, we keep exploring new paths to provide the best value to all our internal and external customers.
We consider people as our biggest asset and believe in creating long term relationships by nurturing talent
from within. A fast-growing, forward-looking organization like ours, demands HR to be a key responsibility
area of our core management team.
Our HR team constantly explores ways to enhance and augment the knowledge base and productivity of all
Angels by providing various learning and development Programs. Our three tier Leadership Development
program helps all star performers to grow and develop their managerial skills to become effective mentors
for their teams and thereby take on the next level of responsibility effectively.

Ours is a winning team of highly determined, motivated, and adaptable people, all working diligently to take
Angel's exciting success story forward.

HR PHILOSOPHY

At Angel, People come first. Along with our customers, our employees are equally vital to our organization.
The Business of HR is to foster an entrepreneurial spirit – whereby Angels can operate with ownership as an
entrepreneur (profit center) within the confines of their job role and earn over and above their fixed salaries.

We believe in inculcating a sense of responsibility and ownership in all Angels which brings out the
entrepreneurial zeal to explore potential within as well as beyond job boundaries.

COMPANY’S HR PHILOSOPHY IS TO ENGAGE EMPLOYEES AT

PROFESSIONAL, EMOTIONAL AND MATERIAL LEVELS.

 We aim to create an environment conducive to both personal and professional

development of the employees, leading to a productive and happy work force
 Angel believes that people impact business and therefore each and every Angel is a
key resource and a valuable asset
 Our business philosophy of being transparent in all our dealings with our
customers, is equally applicable in dealings with employees
 We encourage initiative, provide professional freedom and empower Angels based
on trust

EMPLOYEE ENGAGEMENT:
 Team HR at Angel works effectively to create a work environment and performance culture that fosters team
spirit and enhances employee productivity through motivation and positive ambition.

Our HR team is continually working to rationalize and restructure measures to ensure better employee
relationship management, employee communications and relations, recruitment and training need analysis;
program design and implementation, performance evaluation and other work-life initiatives.

SPRINT
‘Sprint’ is an engagement program devised for better inclusion of new joiners from Day 1.
The major aim is to help employee understand the company products & services and
present them to customers.

Race

After having done well in the ‘Sprint’ program, ‘Race’ is highly effective in harnessing the
potential of new joiners for further development in the next three months.

Hall Of Fame

It is a display to increase visibility of initiatives taken by employees with an objective to

motivate and recognize contribution and develop sense of pride and belonging.

Am park

Sam park is our way of bridging the employee-management communication through a

common forum where, ideas, achievements, insight and visions for success are shared on a
regular basis.

Clash of Angels

Angel organizes a cricket tournament – ‘Clash of Angels’ with an aim to encourage the
competitive spirit and sportsmanship in all employees. The best team lifts the rolling
trophy. Cricket being the favorite sport of the nation, the event generates a lot of fanfare
among the employees.

Pragati
Angel strongly believes that innovation does not come from processes but people. We also
believe in evolving continuously to meet the customer needs and create a competitive
advantage through truly personalized service. ‘Pragati’ is a platform to capture creative
ideas from employees with the objective of bringing tangible results by increasing
efficiency, enhancing productivity and reducing TAT in our work areas.

Red Tag Day

Angel encourages employees to reduce, recycle & reuse as a way of life. To re-enforce the
significance of red tagging every year we celebrate ‘Red Tag Day’ across Angel.
PERFORMANCE MANAGEMENT:

CORE ESSENCE OF PMS

The core essence of PMS is to build and strengthen the team member’s ‘Connect’ with Angel through

 Enrolling the team member to Angel’s vision

 Meaningful engagement
  Meaningful dialogue
 Openness to give and receive feedback
 Compliment achievements
 Focus on the team member’s growth to enhance performance

The whole focus of PMS is to look for goodness in a person. The onus is on the managers to look for that
goodness, identify strengths and try to create a role around strengths rather than getting bogged down with
weaknesses. The Performance Management System at Angel has reduced manual intervention to a minimal
level. The fully integrated online system uses sophisticated tools such as national and regional stack
ranking, performance bands and rank based recommendations. All this is supported through one-on-one
interactive feedback & coaching session with team.

Performance credits are received for exceeding expected targets and there are equal opportunities for all
employees to earn rewards with no upper limits. Performance credit structures have been worked out
differently for various categories of employees.

LEADERSHIP ACADEMY:

Learning is a continuous process at Angel.

We identify the strengths of employees and design training programs to build their strong points and
overcome their shortcomings. We prepare our employees for future positions with training and by
encouraging the learning process. This helps them to move towards their career objectives efficiently.

We also employ various people development initiatives like E-learning opportunities for functional &
behavioral skills through video conferences and through our employee portal.

Our E Wise – Be wise Program provides every Angel with 24x7 access to all relevant information about
Angel. This encourages employees at all levels to upgrade their knowledge constantly and apply their
learnings in the day to day work to achieve high productivity and customer satisfaction levels.

PROUD TO BE ANGEL:

“WE DON’T JUST BUILD CAREERS...WE BUILD LIVES”

Testimonials from employees about what makes them to be proud to be an Angel and how this
organization has made a difference to their lives….

VIKRAMDIVEKAR
SR. MANAGER – E COMMERCE

I joined Angel as a Trainee – Web Designer in June 2005 and within a short span I have grown to
the role of Senior Manager – E-commerce, handling a team of 25 people. Angel not only focuses
on retention but kindles the entrepreneurship spirit in each and every employee. Here equal
opportunities are given to everyone and new & innovative ideas are welcomed.

MANISHAMISHRA
EXECUTIVE – OPERATIONS

Proud-to-be-an-Angel, there are several aspects that bring this feeling. The values of Angel that
have a major impact are Service Orientation, Transparency, and Quality Mindset. When we
receive appreciation on the same by our clients, it makes us happy & encourages us to work the
same way and cherish our work.

The various aspects of Angel Culture that has a major appeal and encourage me to perform
during my tenure are firstly the training provided to me & constructive feedback received from my
seniors to enhance my performance. Also, I appreciate the fairness of policies & procedures
followed by Angel. Also, the freedom & openness to the ideas & suggestions contributed from my
side. Also, the process driven approach towards work help us work systematically.

The infrastructure & resources provided to us to do our job well creates an environment that
makes us comfortable. We feel cared for & valued as a team member working in Angel. While
working in Angel, they make us feel that the work done by us adds value to the organization. And
lastly the image & value associated with Angel brand makes me proud to be part of this
organization.
 DHAVALSHAH
BUSINESS MANAGER

In am proud to be an Angel because of transparency of our organization for giving me path for
next level of growth. I joined this company as a Sales Executive. In the first 3 months I achieved
my targets and was soon promoted as a Team Leader handling a team of 8 members. Within a
short span of 6 months, I was promoted as a Business Manager heading my Branch. The
recognition of work performance is a significant as aspect of Angel’s work culture. As an example
I have received a trophy for outstanding performance from the senior management. I am very
happy to be a part of the Angel family.

SHWETATIWARI
MANAGER – SOFTWARE DEVELOPMENT

“I joined Angel in May 2007 as a trainee programmer. Angel has given me new challenges and
roles every year. Now I am designated as Manager in Software Development Department. I don’t
think this would have been possible in any other company in such a short period of time. Angel is
really a performance-based equal opportunity company.

The back work environment allows us to have our own work style and everyone is always open to
new, innovative ideas. Not only do the people working here care about our products and
appreciate them, they also care about each other as well.

Freedom, Flexibility, Passion. I have the freedom to do what is necessary to accomplish what is
asked of me, the flexibility to take care of social life and responsibilities, and I share a passion
with my team members for what we do. I am very proud that I work for this company and to
contribute to its success.

Financial Industry
It all started in the year 2002 with the US lowering its interest rates fearing the slowdown
of their economy. To be in line with the world, India also lowered its interest rates, thereby
initiating a new consumption cycle. This had a cascading effect on all sectors: commodities,
agriculture, infrastructure, banking, auto and auto ancillary, IT and IT enabled services.

The stupendous growth trajectory achieved in the past 4 years was due to sound
government fiscal policies which assisted in giving a fillip to the Indian economy.

 Indian economy has been growing at 7-8% over the last few years and is not only
expected to recover soon but also maintain a high trajectory for a long time to come.
 Financial sector leading from the front with growth rates much higher at 20%.
 Demat accounts growing @ 20% CAGR over the last few years.
 But, equity penetration is still very low: 116cr population*, 17cr PAN* card holders,
only 1.47cr Demat accounts*.
 Historically, Equity (@ 15% CAGR) as an asset class outperforms all others.

“Historically, the Sensex has been growing at a compounded rate of 17% per annum.”

 Fiscal stimulus and RBIs Monetary Policy will put economy on strong growth path.
 Interest rates on a decline, equities expected to gain from this.
 Indian economy expected to bounce back by year end.
 Corporate earnings to improve in the second half of the current financial year.

Why Angel?

 The most trusted retail-centric broking house with 'Service Truly Personalized'.
 Angel is among the top five broking houses in the country.
 Angel was first to concentrate on retail-centric research.
 Angel was first to adopt the branch concept.
 Angel was first to launch the web-enabled Back Office Software for sub brokers and
clients.
 Angel has the highest number of registered sub-brokers on BSE and NSE.
 Angel has the highest number of trading terminals (excluding e-broking terminals).
  Angel has been awarded most coveted ‘Major Volume Driver’ award by BSE from the
year 2004-05 to 2008-09.
 Angel has recently been awarded two prestigious award of "Best Retail Broking
House" and "Broking house with Largest Distribution Network" by Dun and
Bradstreet.

Products & Services

 Equities
 Commodities
 Currencies
 E-Broking
 PMS
 Angel Gold
 Insurance
 Mutual Fund
 Personal Loan
 Fixed Deposits
 IPO
 Depository Services

Value Added Services

 Research & Advisory Services

 Margin Funding
 Pre-paid Products
 E-Chopda
 SMS Services
 M-Connect
 Client Back Office
 NRI Services

Business Plans

Angel Broking offers a wide selection of Business Plans for all the aspiring entrepreneurs
out there. You select the one which you think is the most beneficial to you or simply call our
experts who will guide and direct you towards the right path.
Support

Angel Broking offers a host a comprehensive support infrastructure to its partners and
clients.

As Angel's Business Partner, you get

 Hand-holding to identify business potential.

 Specially designed training program to develop the necessary business skills.
 Technology that guarantees seamless connectivity for trading.
 Flexibility of a local broking house and sophistication of corporate brokerage.
 A dedicated Relationship Manager to help in sales and other business related queries.
 Online products for partner's clients at no additional cost.
 Basic, Induction and Functional training to Business Partners and their employees
for operational knowledge.
 A specially designed glow Sign Board provided with Angel Branding.
 Branding support in terms of regular Research & Advisory workshops.
 24x7 Online Back-office system for the Partner as well as all their customers.