Job Purpose: To achieve seamless collaboration between the Investment Team and the Sales Team while having a deep knowledge about the products. Further, the person needs to drive sales through focused fund and segmented target approach.

Job Context & Major Challenges: (What are the specific aspects of the job that provide a challenge to the jobholder in the context of the Unit/Zone) Organisation Context Established in 1994, Birla Sunlife Asset Management Company, (BSLAMC) is a joint venture between Aditya Birla Group and Sunlife Financial Inc., a leading international financial services company in Canada. BSLAMC is a fund manager for Birla Sunlife Mutual Funds and currently ranks as the fourth largest fund Management houses in India with a total Average AUM base of over INR 1 Lakh 40 Thousand Crores (as on Dec 2015). Out of the 42 fund houses in the country, BSLAMC ranked 1st in Fixed Income AUM and 5th in Equity AUM category respectively.

As of December 2015, the Average AUM market Share of the organisation was approx 10.2%. The company grew its investor client base by 20% to about 2.42Mn from 2.01Mn from the previous year, thereby bagging a second position in this category.

Distribution Network: BSLAMC has a footprint in 150 locations across the country with approx 45,000 IFAs, 190 National Distributors & 85 banking partnership. BSLAMC also has its offshore presence through its rep offices in Singapore, Dubai & Mauritius. The employees’ strength of BSLAMC is approx. 1000 employees (Onrolls and Associates as on Dec 2015).

BSLAMC has a customer base of approx. over 2.5 million customers as on Dec 2015 with total gross sales of approx. 8.8 lac Crores BSLAMC 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.



176 schemes managed by the organisation as on Dec 2015.

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 BSLAMC 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 Expectations Be in constant touch with the fund team and the fund launches of other AMCs.

Have technical know-how on our fund strengths and USPs in respect with other peers.

Assess the market conditions for sale as its constantly changing.

Responsible for tactical zonal drives like NFOs to maximize sales. Providing critical ground Feedback for enhancing business activities, any other feedback pertaining to branch/ distribution/ team/Customer Service etc gathered during branch visit.

Job Context

Will be the point of contact for all investment related queries and fund outlook.

Focus on nurturing clients & create a pipeline for future business.

Synergise with all relevant departments for achieving the desired objective on Funds & Market Knowledge.

Ensuring the bridge between the investment team and the team on the ground.

Key Challenges For The Role Are

As Follows Increase the AUM with existing clients and strengthen the relationship with them in the given cut throat market situation. Many recent players have already entered,



and some more are expected to enter this segment shortly.

Be in constant touch with the fund management team and have constant update on other AMCs

Principal Accountabilities Accountability Supporting Actions Product Specialist Function as a Product specialist for distributor engagements; Key sales pitches and knowledge enhancement across the team

Responsible for achievement of Product Level targets for the Zone across Equity and Debt products.

To work with Sales Team in increasing distribution spread and product Mix.

Give market feedback to Investments on Competition Products Positioning and Product sales in market. Team Training & Upskilling To conduct Regular Training and Knowledge Sessions for Internal Employees across the Zone for continuous Knowledge upgrade, Keep the Sales Team updated with any product related information and ensure each employee speaks the same language.

To conduct Regular Huddles/ Conference Calls / Meetings with Distributors and articulate products and Market Outlook effectively, position products in the best interest of all stakeholders, simplify all aspects of Capital market.

Be a bridge between the Investment Team and the sales force on ground.

Stakeholder Management

Be a bridge between the Investment Team and the sales force on ground.

Feedback to Investments team on Distributor/ Investor queries on Funds/Products.

To actively work on key counters with Sales team and include them as part of their branch visit.

Sales Focus Accompany

Sales RM in key distributor meeting (Advisory IFA, UHNI, Private Wealth RM) and closely manage Key Family Offices/UHNIs in the respective region.

Providing critical ground Feedback for enhancing business activities, any other feedback pertaining to branch/ distribution/ team/Customer Service etc gathered during branch visit and in turn driving sales

Responsible for tactical zonal drives like NFOs to maximise coverage at all POS.

📌 Zonal Investment Counsellor (Maharashtra)
🏢 Aditya Birla Capital
📍 Maharashtra