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With Reference to


Submitted in partial fulfillment of the Requirement

For the award of





(Registration No: 08/014)


Mr. Naresh Verma

Mr.Suman K. Adepu

Prof. Jitender Govindani Mr. Y
Mahesh Kumar


(Approved by AICTE, Govt. of India)


“Expression of feelings by words makes them less significant when

it comes to make statement of gratitude”

With regard to my Project with Share Khan, Hyderabad, I would like to thank
each and every one who offered help, guidelines and support whenever required.

I sincerely express my thankfulness to Mrs.Ritu Zarar , Prof.Shamshuddin

Zarar and Prof.Jitender Govindani , ICBM-School of Business Excellence,
Hyderabd for their valuable suggestions and help during the project.

I am extremely grateful to my college guide, Mr.NareshVerma (Lecturer-

cum-Trainer, Business Communication) and all the faculty member of my
college for their valuable suggestions and able guidance.


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I express my deep sense of gratitude to my company mentors, Mr.Suman
K.Adepu (Equity and Commodities Manger) and Mr. Y Mahesh Kumar
(Regional Franchisee Manager) without whose support and cooperation this
project could not have been completed successfully.

Last, but not the least, my heartfelt love for my parents and my friends, whose
constant support and blessings kept me enthusiastic throughout this project.


This is to certify that the project entitled “Portfolio Management

Services –An investment option” is a bonafide work of Ashutosh
Kumar Singh, a student of ICBM-School of Business Excellence
bearing Roll No. PGDM/08-10/14, and was successfully conducted at
Sharekhan, Hyderabad, from 29th April to 15th June ’08, for the partial


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fulfillment for the award of Post Graduate Diploma in Management
(PGDM). To the best of my knowledge this is an original piece of work.

I wish him all the very best in his career endeavors.






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I hereby declare that this Summer Internship Project Report entitled


OPTION” in Share Khan Limited submitted in partial fulfillment of requirement

of Post Graduation Diploma in Management (PGDM) to the Institute of Computer

and Business Management (ICBM-SBE),Hyderabad is based on primary and

secondary data founded by me in various department ,books ,magazines and

websites .

This is an original piece of work and has not been submitted to any other

institution or university for any purpose.

Place:-Hyderabad Ashutosh Kumar Singh


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Date:-21st June 2009 (……………………………)

Introduction to Study 4-5
Myths About PMS 5-7
Introduction to Stock
Work structure of Sharekhan 15
Product and Services offered
by Company
Reasons to Choose Sharekhan 17-20
3 21
Objective of the Project 22
Scope of the Study 23
Methodology for Data
Collection 24-25
4 SERVICES 26-27
Need of PMS 28
Objective of PMS 29


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Portfolio Construction 30-35
Risk and Risk Aversion 36-38
Risk versus Return 39-44
Portfolio Diversification 45-49
Techniques of PMS 50-54
Sharekhan PMS 55-61
Observation and Findings 79-80
Limitations of the Project 81
Suggestions &
Recommendations 82-83


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Investing is both Arts and Science. Every Individual has their own specific financial need
and expectation based on their risk taking capabilities, whereas some needs and expectation are
universal. Therefore, we find that the scenario of the Stock Market is changing day by day hours
by hours and minute by minute. The evaluation of financial planning has been increased through
decades, which can be best seen in customers. Now a day’s investments have become very
important part of income saving.

In order to keep the Investor safe from market fluctuation and make them profitable,
Portfolio Management Services (PMS) is fast gaining Investment Option for the High Networth
Individual (HNI). There is growing competition between brokerage firms in post reform India.
For investor it is always difficult to decide which brokerage firm to choose.

The research design is analytical in nature. A questionnaire was prepared and distributed to
Investors. The investor’s profile is based on the results of a questionnaire that the Investors
completed. The Sample consists of 100 investors from various broker’s premises. The target
customers were Investors who are trading in the stock market.

In order to identify the effectiveness of Sharekhan PMS services this Research is carried
throughout the area of Hyderabad. At the time of investing money everyone look for the Risk
factor involve in the Investment option. The Report is prepared on the basis of Research work
done through the different Research Mythology the data is collected from both the source
Primary sources which consist of Questionnaire and secondary data is collected from different
sources such as Company website, Magazine and other sources.


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As the PMS services of Sharekhan Limited have the best result in its field .It has given
43.50% return in Trailing stops, 94.30%return in Nifty and 38.10% in Beta Portfolio
which is the result when the Market was not doing well from last one year.

In this project I have shown the details of financial planning as well as wealth management
so as to understand about the customer’s needs and wants with respect to market and how a
client’s portfolio can be designed and what factors a portfolio manager must consider for
designing a portfolio.




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The field of investment traditionally divided into security analysis and portfolio
management. The heart of security analysis is valuation of financial assets. Value in turn is the
function of risk and return. These two concepts are in the study of investment .Investment can be
defined the commitment of funds to one or more assets that will be held over for some future
time period.


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In today fast growing world many opportunities are available, so in order to move with
changes and grab the best opportunities in the field of investments a professional fund manager
is necessary.

Therefore, in the present scenario the Portfolio Management Services (PMS) is fast gaining
importance as an investment alternative for the High Networth Investors.

Portfolio Management Services (PMS) is an investment portfolio in stocks, fixed income,

debt, cash, structured products and other individual securities, managed by a professional money
manager that can potentially be tailored to meet specific investment objectives.

When you invest in PMS, you own individual securities unlike a mutual fund investor, who
owns units of the entire fund. You have the freedom and flexibility to tailor your portfolio to
address personal preferences and financial goals. Although portfolio managers may oversee
hundreds of portfolio, your account may be unique.

Investment Management Solution in PMS can be provided in the following ways:

i. Discretionary
ii. Non Discretionary
iii. Advisory

Discretionary: Under these services, the choice as well as the timings of the investment
decisions rest solely with the Portfolio Manager.

Non Discretionary: Under these services, the portfolio manager only suggests the investment
ideas. The choice as well as the timings of the investment decisions rest solely with the Investor.
However the execution of trade is done by the portfolio manager.

Advisory: Under these services, the portfolio manager only suggests the investment ideas.


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The choice as well as the execution of the investment decisions rest solely with the Investor.

Rule 2, clause (d) of the SEBI (portfolio managers) Rules, 1993 defines the term “Portfolio”
as “total holding of securities belonging to any person”.

As a matter of fact, portfolio is combination of assets the outcomes of which cannot be

defined with certainty new assets could be physical assets, real estates, land, building, gold etc.
or financial assets like stocks, equity, debenture, deposits etc.

Portfolio management refers to managing efficiently the investment in the securities held by
professional for others.

Merchant banker and the portfolio management with a view to ensure maximum return by
such investment with minimum risk of loss of return on the money invested in securities held by
them for their clients. The aim Portfolio management is to achieve the maximum return from a
portfolio, which has been delegated to be managed by manger or financial institution.

There are lots of organization in the market on the lookout for the people like you who need
their portfolios managed for them .They have trained and skilled talent will work on your money
to make it do more for you.

Therefore, if any investors still insist on managing their own portfolio, then ensure you build
discipline into their investment. Work out their strategy and stand by it.


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There are two most common myths found about Portfolio Management Services (PMS)
which we found among most of the Investors. They are as follows.

Myth No. 1: “PMS and Mutual Fund are Similar as the

investment option”

As in the Finance Basket both the PMS and Mutual Fund are used for minimizing risk and
maximize the profit of the Investors. The objectives are similar as in both the product but they
are different from each other in certain aspects. They are as follows.

Management Side

In PMS, it’s ongoing personalized access to professional money management services.

Whereas, in Mutual fund gives personalize access to money.


In PMS, Portfolio can be tailored to address each investor's specific needs. Whereas in
Mutual Fund Portfolio structured to meet the fund's stated investment objectives.


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In PMS, Investors directly own the individual securities in their portfolio, allowing for tax
management flexibility, whereas in Mutual Fund Shareholders own shares of the fund and
cannot influence buy and sell decisions or control their exposure to incurring tax liabilities.


In PMS, managers may hold cash; they are not required to hold cash to meet redemptions,
whereas, Mutual funds generally hold some cash to meet redemptions.


PMS generally gives higher minimum investments than mutual funds. Generally, minimum
ranges from: Rs. 1 Crore + for Equity Options Rs. 5 Crore + for Fixed Income Options Rs. 20
Lacs + for Structured Products, whereas in Mutual Fund Provide ongoing, personalized access
to professional money management services.


PMS is generally more flexible than mutual funds. The Portfolio Manager may move to 100%
cash if it required. The Portfolio Manager may take his own time in building up the portfolio.
The Portfolio Manager can also manage a portfolio with disproportionate allocation to select
compelling opportunities whereas, in Mutual Fund comparatively less flexible.


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Myth No. 2: “PMS is more Risk free than other Financial

In Financial Market Risk factor is common in all the financial products, but yes it is true that
Risk Factor vary from each other due to its nature. All investments involve a certain amount of
risk, including the possible erosion of the principal amount invested, which varies depending on
the security selected. For example, investments in small and mid-sized companies tend to
involve more risk than investments in larger companies.


The emergence of stock market can be traced back to 1830. In Bombay, business passed in
the shares of banks like the commercial bank, the chartered mercantile bank, the chartered bank,
the oriental bank and the old bank of Bombay and shares of cotton presses. In Calcutta,
Englishman reported the quotations of 4%, 5%, and 6% loans of East India Company as well as


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the shares of the bank of Bengal in 1836. This list was a further broadened in 1839 when the
Calcutta newspaper printed the quotations of banks like union bank and Agra bank. It also
quoted the prices of business ventures like the Bengal bonded warehouse, the Docking Company
and the storm tug company.

Between 1840 and 1850, only half a dozen brokers existed for the limited business. But
during the share mania of 1860-65, the number of brokers increased considerably. By 1860, the
number of brokers was about 60 and during the exciting period of the American Civil war, their
number increased to about 200 to 250. The end of American Civil war brought disillusionment
and many

Failures and the brokers decreased in number and prosperity. It was in those troublesome
times between 1868 and 1875 that brokers organized an informal association and finally as
recited in the Indenture constituting the “Articles of Association of the Exchange”.

On or about 9th day of July,1875, a few native brokers doing brokerage business in shares
and stocks resolved upon forming in Bombay an association for protecting the character, status
and interest of native share and stock brokers and providing a hall or building for the use of the
Members of such association.

As a meeting held in the broker’ Hall on the 5th day of February, 1887, it was resolved to
execute a formal deal of association and to constitute the first managing committee and to
appoint the first trustees. Accordingly, the Articles of Association of the Exchange and the Stock
Exchange was formally established in Bombay on 3rd day of December, 1887. The Association
is now known as “The Stock Exchange”.

The entrance fee for new member was Re.1 and there were 318 members on the list, when
the exchange was constituted. The numbers of members increased to 333 in 1896, 362 in
1916and 478 in 1920 and the entrance fee was raised to Rs.5 in 1877, Rs.1000 in 1896, Rs.2500


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in 1916 and Rs. 48,000 in 1920. At present there are 23 recognized stock exchanges with
about 6000 stock brokers. Organization structure of stock exchange varies.

14 stock exchanges are organized as public limited companies, 6 as companies limited by

guarantee and 3 are non-profit voluntary organization. Of the total of 23, only 9 stock exchanges
have been permanent recognition. Others have to seek recognition on annual basis.
These exchange do not work of its own, rather, these are run by some persons and with the
help of some persons and institution. All these are down as functionaries on stock exchange.
These are:

i. Stockbrokers
ii. Sub-broker
iii. Market makers
iv. Portfolio consultants etc.

1. Stockbrokers:
Stock brokers are the members of stock exchanges. These are the persons
who buy, sell or deal in securities. A certificate of registration from SEBI is mandatory to act as
a broker. SEBI can impose certain conditions while granting the certificate of registrations. It is
obligatory for the person to abide by the rules, regulations and the buy-law. Stock brokers are
commission broker, floor broker, arbitrageur etc.

Detail of Registered Brokers

Total no. of registered brokers as on Total no. of sub-broker as on 31.03.09


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9000 24,000

2. Sub-broker:
A sub-broker acts as agent of stock broker. He is not a member of a stock
exchange. He assists the investors in buying, selling or dealing in securities through stockbroker.
The broker and sub-broker should enter into an agreement in which obligations of both should
be specified. Sub-broker must be registered SEBI for a dealing in securities. For getting
registered with SEBI, he must fulfill certain rules and regulation.

3. Market Makers:
Market maker is a designated specialist in the specified securities. They
make both bid and offer at the same time. A market maker has to abide by bye-laws, rules
regulations of the concerned stock exchange. He is exempt from the margin requirements. As
per the listing requirements, a company where the paid-up capital is Rs. 3 Crore but not more
than Rs. 5 core and having a commercial operation for less than 2 years should appoint a market
maker at the time of issue of securities.

4. Portfolio Consultants:
A combination of securities such as stocks, bonds and money
market instruments is collectively called as portfolio. Whereas the portfolio consultants are the


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persons, firms or companies who advise, direct or undertake the management or administration
of securities or funds on behalf of their clients.

Traditionally stock trading is done through stock brokers, personally or through telephones.
As number of people trading in stock market increase enormously in last few years, some
issues like location constrains, busy phone lines, miss communication etc start growing in stock
broker offices. Information technology (Stock Market Software) helps stock brokers in solving
these problems with Online Stock Trading.

Online Stock Market Trading is an internet based stock trading facility. Investor can trade
shares through a website without any manual intervention from Stock Broker.

There are two different type of trading environments available for online equity trading.

1. Installable software based Stock Trading Terminals

This trading environment requires software to be installed on investor’s computer. This
software is provided by the stock broker. This software requires high speed internet connection.
These kind of trading terminals are used by high volume intraday equity traders.

2.Web (Internet) based trading application

This kind of trading environment doesn't require any additional software installation. They
are like other internet websites which investor can access from around the world through normal
internet connection.


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Stock exchanges are like market places, where stockbrokers buy and sell securities for
individuals or institutions. As per the SCRA (Securities Contracts Regulation Act) 1956, the
definition of securities includes shares, bonds, stocks, debentures, government securities,
derivatives of securities, units of collective investment scheme (CIS) etc. The securities market
has two interdependent segments: the primary and secondary market.

The primary market is the channel for creation of new securities issued by public limited
companies or by government agencies. New securities issued in the primary market are traded in
the secondary market.

The secondary market operates through the over-the-counter (OTC) market and the
exchange trade market.

Advantages of Stocks Trading

1. Better returns
Actively trading stocks can produce better overall returns than simply buying and holding.

2. Huge Choice
There are thousands of stocks listed on markets around the world. There is always a stock
whose price is moving - it’s just a matter of finding them.
3. Familiarity
The most traded stocks are in the largest companies that most of us have heard of and
understand - Microsoft, IBM, and Cisco etc.


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Disadvantages of Stocks Trading

1. Leverage
With a margined account the maximum amount of leverage available for stock trading is
usually 4:1. Meaning a $25,000 could trade up to $100,000 of stock. This is pretty low
compared to Forex trading or futures trading.

2. Pattern Day Trader Rules

It requires at least $25,000 to be held in a trading account if the trader completes more than 4
trades in a 5 day period. No such rule applies to Forex trading or futures trading.

3. Uptick Rule on Short Selling

A trader must wait until a stock price ticks up before they can short sell it. Again there are no
such rules in Forex trading or futures trading where going short are as easy as going long.

4. Need to Borrow Stock to Short

Stocks are physical commodities and if a trader wishes to go short then the broker must have
arrangements in place to borrow that stock from a shareholder until the trader closes their
position. This limits the opportunities available for short selling. Contrast this to futures trading
where selling is as easy as buying.

5. Costs
Although online trading costs for stock trading are low they still add considerably to the
costs of day trading. Online futures trading are about 1/4 of the cost for the equivalent value. In
the UK 0.5% stamp duty is also levied on all share purchases making trading virtually
impossible, hence the popularity of spread betting.


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Sharekhan is one of the leading retail brokerage of Citi Venture which is running
successfully since 1922 in the country. Earlier it was the retail broking arm of the Mumbai-
based SSKI Group, which has over eight decades of experience in the stock broking business.
Share khan offers its customers a wide range of equity related services including trade execution
on BSE, NSE, Derivatives, depository services, online trading, investment advice etc.

Earlier 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. 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 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


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market information. The objective has been to let customers make informed decisions and to
simplify the process of investing in stocks

Mission of the Sharekhan is

“To educate and empower the individual investor to make better investment decisions


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 Citi Venture holds a
majority stake in the company. HSBC, Intel & Carlyle are the other investors.

On April 17, 2002 Sharekhan launched Speed Trade and Trade Tiger, are 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


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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 700+ Shareshops in 130+ cities in India.

The firm’s online trading and investment site - 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 3 Lacs customers. The number of trading members currently
stands at over 7 Lacs. While online trading currently accounts for just over 5 per cent of the
daily trading in stocks in India, Sharekhan alone accounts for 27 per cent of the volumes traded

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$ 5 billion
in private equity deals. Some of the clients include BPL Cellular Holding, Gujarat Pipavav,
Essar, Hutchison, Planetasia, and Shopper’s Stop. Finally, Sharekhan shifted hands and Citi
venture get holds on it.


1- Equity Trading Platform (Online/Offline).


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2- Commodities Trading Platform (Online/Offline).

3- Portfolio Management Service.

4- Mutual Fund Advisory and Distribution.

5- Insurance Distribution.


6. Forex.


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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 institutional-level research and broking services to individual investors.

With their online trading account one can buy and sell shares in an instant from any PC with
an internet connection. Customers get access to the powerful online trading tools that will help
them to take complete control over their investment in shares.

Sharekhan provides ADVICE, EDUCATION, TOOLS AND EXECUTION services for
investors. These services are accessible through many centers across the country (Over 650
locations in 150 cities), over the Internet (through the website as well as
over the Voice Tool.

In a business where the right information at the right time can translate into direct profits,
investors get access to a wide range of information on the content-rich portal,


Page 28 Investors will also get a useful set of knowledge-based tools that will
empower them to take informed decisions.

One can call Sharekhan’s Dial-N-Trade number to get investment advice and execute his/her
transactions. They have a dedicated call-center to provide this service via a Toll Free Number
1800 22-7500 & 39707500 from anywhere in India.

Customer Service
Its customer service team assist their customer for any help that they need relating to
transactions, billing, demat and other queries. Their customer service can be contacted via a toll-
free number, email or live chat on

Investment Advice
Sharekhan has dedicated research teams of more than 30 people for fundamental and
technical research. Their analysts constantly track the pulse of the market and provide timely
investment advice to customer in the form of daily research emails, online chat, printed reports

➢ Free Depository A/c
➢ Instant Cash Transfer
➢ Multiple Bank Option.
➢ Secure Order by Voice Tool Dial-n-Trade.


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➢ Automated Portfolio to keep track of the value of your actual purchases.
➢ 24x7 Voice Tool access to your trading account.
➢ Personalized Price and Account Alerts delivered instantly to your Mobile Phone & E-
mail address.
➢ Live Chat facility with Relationship Manager on Yahoo Messenger
➢ Special Personal Inbox for order and trade confirmations.
➢ On-line Customer Service via Web Chat.
➢ Enjoy Automated Portfolio.
➢ Buy or sell even single share
➢ Anytime Ordering.

Sharekhan offers the following products:-

This is a User Friendly Product which allows the client to trade through website and is suitable for the retail investors who is risk-averse and hence prefers
to invest in stocks or who does not trade too frequently.

➢ Online trading account for investing in Equity and Derivatives via


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➢ Live Terminal and Single terminal for NSE Cash, NSE F&O & BSE.
➢ Integration of On-line trading, Saving Bank and Demat Account.
➢ Instant cash transfer facility against purchase & sale of shares.
➢ Competitive transaction charges.
➢ Instant order and trade confirmation by E-mail.
➢ Streaming Quotes (Cash & Derivatives).
➢ Personalized market watch.
➢ Single screen interface for Cash and derivatives and more.
➢ Provision to enter price trigger and view the same online in market watch.

SPEEDTRADE is an internet-based software application that enables you to buy and sell in
an instant. It is ideal for active traders and jobbers who transact frequently during day’s session
to capitalize on intra-day price movement.

➢ Instant order Execution and Confirmation.
➢ Single screen trading terminal for NSE Cash, NSE F&O & BSE.
➢ Technical Studies.
➢ Multiple Charting.
➢ Real-time streaming quotes, tic-by-tic charts.
➢ Market summary (Cost traded scrip, highest clue etc.)
➢ Hot keys similar to broker’s terminal.


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➢ Alerts and reminders.
➢ Back-up facility to place trades on Direct Phone lines.
➢ Live market debts.

Along with enabling access for trade online, the CLASSIC and SPEEDTRADE ACCOUNT
also gives Dial-n-trade services. With this service, one can dial Sharekhan’s dedicated phone
lines 1800-22-7500, 3970-7500. Beside this, Relationship Managers are always available on
Office Phone and Mobile to resolve customer queries.

Sharekhan had introduced Share Mobile, mobile based software where one can watch Stock
Prices, Intra Day Charts, Research & Advice and Trading Calls live on the Mobile. (As per SEBI
regulations, buying-selling shares through a mobile phone are not yet permitted.)

Customers pay Advance Brokerage on trading Account and enjoy uninterrupted trading in
their Account. Beside this, great discount are also available (up to 50%) on brokerage.
Prepaid Classic Account: - Rs. 2000
Prepaid Speed trade Account: - Rs. 6000

Customers can apply to all the forthcoming IPOs online. This is quite hassle-free, paperless
and time saving. Simply allocate fund to IPO Account, Apply for the IPO and Sit Back &


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Mutual Fund Online
Investors can apply to Mutual Funds of Reliance, Franklin Templeton Investments, ICICI
Prudential, SBI, Birla, Sundaram, HDFC, DSP Merrill Lynch, PRINCIPAL and TATA with

Zero Balance ICICI Saving Account

Sharekhan had tied-up with ICICI bank for Zero Balance Account for Sharekhan’s Clients.
Now their customers can have a Zero Balance Saving Account with ICICI Bank after your
demat account creation with Sharekhan.


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Each research study has its own specific purpose. It is like to discover to Question through
the application of scientific procedure. But the main aim of our research to find out the truth that
is hidden and which has not been discovered as yet. Our research study has two objectives:-



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➢ To know the concept of Portfolio Management.
➢ To know about the schemes offered by the different insurance companies, new IPO’s,
Mutual Funds.
➢ To know in depth about Insurance, Mutual Funds, Stock, Bonds etc.

➢ To know about the awareness towards stock brokers and share market.

➢ To study about the competitive position of Sharekhan Ltd in Competitive Market.

➢ To study about the effectiveness & efficiency of Sharekhan Ltd in relation to its

➢ To study about whether people are satisfied with Sharekhan Services & Management
System or not.

➢ To study about the difficulties faced by persons while Trading in Sharekhan.

➢ To study about the need of improvement in existing Trading system.

Scope of the Study

The study of the Portfolio Management Services is helpful in the following areas.


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➢ In today's complex financial environment, investors have unique needs which are derived
from their risk appetite and financial goals. But regardless of this, every investor seeks to
maximize his returns on investments without capital erosion. Portfolio Management
Services (PMS) recognize this, and manage the investments professionally to achieve
specific investment objectives, and not to forget, relieving the investors from the day to
day hassles which investment require.

➢ It is offers professional management of equity investment of the investor with an aim to

deliver consistent return with an eye on risk.
➢ Identify the key Stock in each portfolio.
➢ To look out for new prospective customers who are willing to invest in PMS.

➢ To find out the Sharekhan, PMS services effectiveness in the current situation.

➢ It also covers the scenario of the Investment Philosophy of a Fund Manager.


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This report is based on primary as well secondary data, however primary data collection was
given more importance since it is overhearing factor in attitude studies. One of the most
important users of research methodology is that it helps in identifying the problem, collecting,
analyzing the required information data and providing an alternative solution to the problem .It
also helps in collecting the vital information that is required by the top management to assist
them for the better decision making both day to day decision and critical ones.

The study consists of analysis about Investors Perception about the Portfolio Management
Services offered by Sharekhan Limited. For the purpose of the study 100 customers were picked
up at random and their views solicited on different parameters.

The methodology adopted includes

➢ Questionnaire
➢ Random sample survey of customers
➢ Discussions with the concerned


➢ Primary data: Questionnaire

➢ Secondary data: Published materials of Sharekhan Limited. Such as periodicals,

journals, news papers, and website.


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Duration of Study

The Study was carried out for the period of one and half months from 29th April to 15th of


➢ Sampling:

Since Sharekhan Limited has many segments I selected Portfolio Management Services
(PMS) segment as per my profile to do market research. 100% coverage was difficult within the
limited period of time. Hence sampling survey method was adopted for the purpose of the study.

➢ Population:
(Universe) customers & non consumers of Sharekhan limited

➢ Sampling size:

A sample of hundred was chosen for the purpose of the study. Sample consisted of Investor
as based on their Income and Profession as well as Educational Background.


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➢ Sampling Methods:

Probability sampling requires complete knowledge about all sampling units in the universe.
Due to time constraint non-probability sampling was chosen for the study.

➢ Sampling procedure:
From large number of customers & non consumers sample lot were randomly picked up by

Field Study:
Directly approached respondents by the following strategies

➢ Tele-calling
➢ Personal Visits
➢ Clients References
➢ Promotional Activities
➢ Database provided by the Sharekhan Limited.


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Portfolio (finance) means a collection of investments held by an institution or a private

individual. Holding a portfolio is often part of an investment and risk-limiting strategy called
diversification. By owning several assets, certain types of risk (in particular specific risk) can be
reduced. There are also portfolios which are aimed at taking high risks – these are called
concentrated portfolios.

Investment management is the professional management of various securities (shares, bonds

etc) and other assets (e.g. real estate), to meet specified investment goals for the benefit of the
investors. Investors may be institutions (insurance companies, pension funds, corporations etc.)
or private investors (both directly via investment contracts and more commonly via collective
investment schemes e.g. mutual funds).

The term asset management is often used to refer to the investment management of
collective investments, whilst the more generic fund management may refer to all forms of
institutional investment as well as investment management for private investors. Investment
managers who specialize in advisory or discretionary management on behalf of (normally
wealthy) private investors may often refer to their services as wealth management or portfolio
management often within the context of so-called "private banking".

The provision of 'investment management services' includes elements of financial analysis,

asset selection, stock selection, plan implementation and ongoing monitoring of investments.
Outside of the financial industry, the term "investment management" is often applied to
investments other than financial instruments. Investments are often meant to include projects,


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brands, patents and many things other than stocks and bonds. Even in this case, the term implies
that rigorous financial and economic analysis methods are used.

Need of PMS
As in the current scenario the effectiveness of PMS is required. As the PMS gives investors
periodically review their asset allocation across different assets as the portfolio can get skewed
over a period of time. This can be largely due to appreciation / depreciation in the value of the

As the financial goals are diverse, the investment choices also need to be different to meet
those needs. No single investment is likely to meet all the needs, so one should keep some
money in bank deposits and / liquid funds to meet any urgent need for cash and keep the balance
in other investment products/ schemes that would maximize the return and minimize the risk.
Investment allocation can also change depending on one’s risk-return profile.

Objective of PMS

There are the following objective which is full filled by Portfolio Management Services.


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1. Safety Of Fund: -
The investment should be preserved, not be lost, and should remain in the returnable
position in cash or kind.

2. Marketability: -
The investment made in securities should be marketable that means, the securities
must be listed and traded in stock exchange so as to avoid difficulty in their

3. Liquidity: -
The portfolio must consist of such securities, which could be en-cashed without any
difficulty or involvement of time to meet urgent need for funds. Marketability ensures
liquidity to the portfolio.

4. Reasonable return: -
The investment should earn a reasonable return to upkeep the declining value of
money and be compatible with opportunity cost of the money in terms of current income
in the form of interest or dividend.

5. Appreciation in Capital: -
The money invested in portfolio should grow and result into capital gains.

6. Tax planning: -
Efficient portfolio management is concerned with composite tax planning covering
income tax, capital gain tax, wealth tax and gift tax.

7. Minimize risk: -
Risk avoidance and minimization of risk are important objective of portfolio
management. Portfolio managers achieve these objectives by effective investment


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planning and periodical review of market, situation and economic environment affecting
the financial market.


The Portfolio Construction of Rational investors wish to maximize the returns on their funds
for a given level of risk. All investments possess varying degrees of risk. Returns come in the
form of income, such as interest or dividends, or through growth in capital values (i.e. capital

The portfolio construction process can be broadly characterized as comprising the following

1. Setting objectives.

The first step in building a portfolio is to determine the main objectives of the fund given the
constraints (i.e. tax and liquidity requirements) that may apply. Each investor has different
objectives, time horizons and attitude towards risk. Pension funds have long-term obligations
and, as a result, invest for the long term. Their objective may be to maximize total returns in
excess of the inflation rate. A charity might wish to generate the highest level of income whilst
maintaining the value of its capital received from bequests. An individual may have certain
liabilities and wish to match them at a future date. Assessing a client’s risk tolerance can be
difficult. The concepts of efficient portfolios and diversification must also be considered when
setting up the investment objectives.

2. Defining Policy.

Once the objectives have been set, a suitable investment policy must be established. The
standard procedure is for the money manager to ask clients to select their preferred mix of


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assets, for example equities and bonds, to provide an idea of the normal mix desired. Clients are
then asked to specify limits or maximum and minimum amounts they will allow to be invested
in the different assets available. The main asset classes are cash, equities, gilts/bonds and other
debt instruments, derivatives, property and overseas assets. Alternative investments, such as
private equity, are also growing in popularity, and will be discussed in a later chapter. Attaining
the optimal asset mix over time is one of the key factors of successful investing.

3. Applying portfolio strategy.

At either end of the portfolio management spectrum of strategies are active and passive
strategies. An active strategy involves predicting trends and changing expectations about the
likely future performance of the various asset classes and actively dealing in and out of
investments to seek a better performance. For example, if the manager expects interest rates to
rise, bond prices are likely to fall and so bonds should be sold, unless this expectation is already
factored into bond prices. At this stage, the active fund manager should also determine the style
of the portfolio. For example, will the fund invest primarily in companies with large market
capitalizations, in shares of companies expected to generate high growth rates, or in companies
whose valuations are low? A passive strategy usually involves buying securities to match a
preselected market index. Alternatively, a portfolio can be set up to match the investor’s choice
of tailor-made index. Passive strategies rely on diversification to reduce risk. Outperformance
versus the chosen index is not expected. This strategy requires minimum input from the portfolio
manager. In practice, many active funds are managed somewhere between the active and passive
extremes, the core holdings of the fund being passively managed and the balance being actively

4. Asset selections.

Once the strategy is decided, the fund manager must select individual assets in which to
invest. Usually a systematic procedure known as an investment process is established, which
sets guidelines or criteria for asset selection. Active strategies require that the fund managers


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apply analytical skills and judgment for asset selection in order to identify undervalued assets
and to try to generate superior performance.

5. Performance assessments.

In order to assess the success of the fund manager, the performance of the fund is
periodically measured against a pre-agreed benchmark – perhaps a suitable stock exchange
index or against a group of similar portfolios (peer group comparison). The portfolio
construction process is continuously iterative, reflecting changes internally and externally. For
example, expected movements in exchange rates may make overseas investment more attractive,
leading to changes in asset allocation. Or, if many large-scale investors simultaneously decide to
switch from passive to more active strategies, pressure will be put on the fund managers to offer
more active funds. Poor performance of a fund may lead to modifications in individual asset
holdings or, as an extreme measure; the manager of the fund may be changed altogether.

Steps to Stock Selection Process


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Types of assets
The structure of a portfolio will depend ultimately on the investor’s objectives and on the
asset selection decision reached. The portfolio structure takes into account a range of factors,
including the investor’s time horizon, attitude to risk, liquidity requirements, tax position and
availability of investments. The main asset classes are cash, bonds and other fixed income
securities, equities, derivatives, property and overseas assets.

Cash and cash instruments

Cash can be invested over any desired period, to generate interest income, in a range of highly
liquid or easily redeemable instruments, from simple bank deposits, negotiable certificates of
deposits, commercial paper (short term corporate debt) and Treasury bills (short term
government debt) to money market funds, which actively manage cash resources across a range
of domestic and foreign markets. Cash is normally held over the short term pending use
elsewhere (perhaps for paying claims by a non-life insurance company or for paying pensions),
but may be held over the longer term as well. Returns on cash are driven by the general demand
for funds in an economy, interest rates, and the expected rate of inflation. A portfolio will
normally maintain at least a small proportion of its funds in cash in order to take advantage of
buying opportunities.

Bonds are debt instruments on which the issuer (the borrower) agrees to make interest
payments at periodic intervals over the life of the bond – this can be for two to thirty years or,
sometimes, in perpetuity. Interest payments can be fixed or variable, the latter being linked to
prevailing levels of interest rates. Bond markets are international and have grown rapidly over


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recent years. The bond markets are highly liquid, with many issuers of similar standing,
including governments (sovereigns) and state-guaranteed organizations. Corporate bonds are
bonds that are issued by companies. To assist investors and to help in the efficient pricing of
bond issues, many bond issues are given ratings by specialist agencies such as Standard &
Poor’s and Moody’s. The highest investment grade is AAA, going all the way down to D, which
is graded as in default. Depending on expected movements in future interest rates, the capital
values of bonds fluctuate daily, providing investors with the potential for capital gains or losses.
Future interest rates are driven by the likely demand/ supply of money in an economy, future
inflation rates, political events and interest rates elsewhere in world markets. Investors with
short-term horizons and liquidity requirements may choose to invest in bonds because of their
relatively higher return than cash and their prospects for possible capital appreciation. Long-
term investors, such as pension funds, may acquire bonds for the higher income and may hold
them until redemption – for perhaps seven or fifteen years. Because of the greater risk, long
bonds (over ten years to maturity) tend to be more volatile in price than medium- and short-term
bonds, and have a higher yield.

Equity consists of shares in a company representing the capital originally provided by
shareholders. An ordinary shareholder owns a proportional share of the company and an
ordinary share carries the residual risk and rewards after all liabilities and costs have been paid.
Ordinary shares carry the right to receive income in the form of dividends (once declared out of
distributable profits) and any residual claim on the company’s assets once its liabilities have
been paid in full. Preference shares are another type of share capital. They differ from ordinary
shares in that the dividend on a preference share is usually fixed at some amount and does not
change. Also, preference shares usually do not carry voting rights and, in the event of firm
failure, preference shareholders are paid before ordinary shareholders. Returns from investing in
equities are generated in the form of dividend income and capital gain arising from the ultimate
sale of the shares. The level of dividends may vary from year to year, reflecting the changing
profitability of a company. Similarly, the market price of a share will change from day to day to


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reflect all relevant available information. Although not guaranteed, equity prices generally rise
over time, reflecting general economic growth, and have been found over the long term to
generate growing levels of income in excess of the rate of inflation. Granted, there may be
periods of time, even years, when equity prices trend downwards – usually during recessionary
times. The overall long-term prospect, however, for capital appreciation makes equities an
attractive investment proposition for major institutional investors.


Derivative instruments are financial assets that are derived from existing primary assets as
opposed to being issued by a company or government entity. The two most popular derivatives
are futures and options. The extent to which a fund may incorporate derivatives products in the
fund will be specified in the fund rules and, depending on the type of fund established for the
client and depending on the client, may not be allowable at all.

A futures contract is an agreement in the form of a standardized contract between two

counterparties to exchange an asset at a fixed price and date in the future. The underlying asset
of the futures contract can be a commodity or a financial security. Each contract specifies the
type and amount of the asset to be exchanged, and where it is to be delivered (usually one of a
few approved locations for that particular asset). Futures contracts can be set up for the delivery
of cocoa, steel, oil or coffee. Likewise, financial futures contracts can specify the delivery of
foreign currency or a range of government bonds. The buyer of a futures contract takes a ‘long
position’, and will make a profit if the value of the contract rises after the purchase. The seller of
the futures contract takes a ‘short position’ and will, in turn, make a profit if the price of the
futures contract falls. When the futures contract expires, the seller of the contract is required to
deliver the underlying asset to the buyer of the contract. Regarding financial futures contracts,
however, in the vast majority of cases no physical delivery of the underlying asset takes place as
many contracts are cash settled or closed out with the offsetting position before the expiry date.


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An option contract is an agreement that gives the owner the right, but not obligation, to
buy or sell (depending on the type of option) a certain asset for a specified period of time. A call
option gives the holder the right to buy the asset. A put option gives the holder the right to sell
the asset. European options can be exercised only on the options’ expiry date. US options can be
exercised at any time before the contract’s maturity date. Option contracts on stocks or stock
indices are particularly popular. Buying an option involves paying a premium; selling an option
involves receiving the premium. Options have the potential for large gains or losses, and are
considered to be high-risk instruments. Sometimes, however, option contracts are used to reduce
risk. For example, fund managers can use a call option to reduce risk when they own an asset.
Only very specific funds are allowed to hold options.


Property investment can be made either directly by buying properties, or indirectly by

buying shares in listed property companies. Only major institutional investors with long-term
time horizons and no liquidity pressures tend to make direct property investments. These
institutions purchase freehold and leasehold properties as part of a property portfolio held for the
long term, perhaps twenty or more years. Property sectors of interest would include prime,
quality, well-located commercial office and shop properties, modern industrial warehouses and
estates, hotels, farmland and woodland. Returns are generated from annual rents and any capital
gains on realization. These investments are often highly illiquid.

Risk and Risk Aversion


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Portfolio theory also assumes that investors are basically risk averse, meaning that, given a
choice between two assets with equal rates of return they will select the asset with lower level of
For example, they purchased various type of insurance including life insurance, Health
insurance and car insurance. The Combination of risk preference and risk aversion can be
explained by an attitude toward risk that depends on the amount of money involved.
A discussion of portfolio or fund management must include some thought given to the
concept of risk. Any portfolio that is being developed will have certain risk constraints specified
in the fund rules, very often to cater to a particular segment of investor who possesses a
particular level of risk appetite. It is, therefore, important to spend some time discussing the
basic theories of quantifying the level of risk in an investment, and to attempt to explain the way
in which market values of investments are determined

Definition of Risk

Although there is a difference in the specific definitions of risk and uncertainty, for our purpose
and in most financial literature the two terms are used interchangeably. In fact, one way to
define risk is the uncertainty of future outcomes. An alternative definition might be the
probability of an adverse outcome.

Composite risks involve the different risk as explained below:-

(1). Interest rate risk: -

It occurs due to variability cause in return by changes in level of interest rate. In long runs all
interest rate move up or downwards. These changes affect the value of security. RBI, in India, is
the monitoring authority which effectalises the change in interest rate. Any upward revision in


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interest rate affects fixed income security, which carry old lower rate of interest and thus
declining market value. Thus it establishes an inverse relationship in the prize of security.


Cash equivalent Less vulnerable to interest rate risk

Long term Bond More vulnerable to interest rate risk.

(2) Purchasing power risk:

It is known as inflation risk also. This risk emanates from the very fact that inflation affects
the purchasing power adversely. Purchasing power risk is more in inflationary times in bonds
and fixed income securities. It is desirable to invest in such securities during deflationary period
or a period of decelerating inflation. Purchasing power risk is less in flexible income securities
like equity shares or common stuffs where rise in dividend income offset increase in the rate of
inflation and provide advantage of capital gains.

(3) Business risk:

Business risk emanates from sale and purchase of securities affected by business cycles,
technological change etc. Business cycle affects all the type of securities viz. there is cheerful
movement in boom due to bullish trend in stock prizes where as bearish trend in depression
brings downfall in the prizes of all types of securities. Flexible income securities are nearly
affected than fix rate securities during depression due to decline n the market prize.


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(4) Financial risk:

Financial risk emanates from the changes in the capital structure of the company. It is also
known as leveraged risk and expressed in term of debt equity ratio. Excess of debts against
equity in the capital structure indicates the company to be highly geared or highly levered.
Although leveraged company’s earnings per share (EPS) are more but dependence on borrowing
exposes it to the risk of winding up. For, its inability to the honor its commitments towards the
creditors are most important.

Here it is imperative to express the relationship between risk and return, which is depicted
graphically below

Maximize returns, minimize risks


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Risk versus return is the reason why investors invest in portfolios. The ideal goal in portfolio
management is to create an optimal portfolio derived from the best risk–return opportunities
available given a particular set of risk constraints. To be able to make decisions, it must be
possible to quantify the degree of risk in a particular opportunity. The most common method is
to use the standard deviation of the expected returns. This method measures spreads, and it is the
possible returns of these spreads that provide the measure of risk. The presence of risk means
that more than one outcome is possible. An investment is expected to produce different returns
depending on the set of circumstances that prevail.

For example, given the following for Investment A:

Circumstance Return(x) Probability(p)

I 10% 0.2

II 12% 0.3

III 15% 0.4

IV 19% 0.1

It is possible to calculate:

1. The expected (or average) return

Mean (average) = x = expected value (EV) = ∑px

Circumst Return(x) Probability px


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ance (p)

I 10% 0.2 2.0

II 12% 0.3 3.6

III 15% 0.4 6.0

IV 19% 0.1 1.9

Expected Return (∑px) = 13.5%

2. The Standard deviation

Standard deviation =σ=√ ∑p(x- x) 2

Also. Variance (VAR) is equal to the standard deviation squared or σ2

Deviation from
Circumstance Return Probability

expected Return (x -x) p (x -x)2

I 10% 0.2 -3.5% 2.45

II 12% 0.3 -1.5% .68

III 15% 0.4 +1.5% 1.90


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IV 19% 0.1 +5.5% 3.03


Standard deviation (σ) = √Variance

= √ 7.06

= 2.66%

The standard deviation is a measure of risk, whereby the greater the standard deviation, the
greater the spread, and the greater the spread, the greater the risk.

If the above exercise were to be performed using another investment that offered the same
expected return, but a different standard deviation, then the following result might occur:

If the above exercise were to be performed using another investment that offered the same
expected return, but a different standard deviation, then the following result might occur:

Plan Expected Return Risk(standard deviation)

Investment A 9% 2.5%

Investment B 9% 4.0%

Since both investments have the same expected return, the best selection of investment
would be Investment A, which provides the lower risk. Similarly, if there are two investments


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presenting the same risk, but one has a higher return than the other, that investment would be
chosen over the investment with the lower return for the same risk.

In the real world, there are all types of investors. Some investors are completely risk averse
and others are willing to take some risk, but expect a higher return for that risk. Different
investors will also have different tolerances or threshold levels for risk–return trade-offs – i.e.
for a given level of risk, one investor may demand a higher rate of return than another investor.


Suppose the following situation exists

Plan Expected Return Risk(Standard


Investment A 10% 5%

Investment B 20% 10%

The question to ask here is, does the extra 10% return compensate for the extra risk? There is no
right answer, as the decision would depend on the particular investor’s attitude to risk. A
particular investor’s indifference curve can be ascertained by plotting what rate of return the
investor would require for each level of risk to be indifferent amongst all of the investments.

For example, there may be an investor who can obtain a return of 50% with zero risk and a
return of 55 %with a risk or standard deviation of 5% who will be indifferent between the two
investments. If further investments were considered, each with a higher degree of risk, the


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investor would require still higher returns to make all of the investments equally attractive. The
investor being discussed could present the following as the indifference curve shown in Figure.

Indifference Curve
Expected Return Risk

50% 0%

55% 5%

70% 10%

100% 15%

120% 18%

230% 25%


Indifference curve

It could be the case that this investor would have different indifference curves given a
different starting level of return for zero risk. The exercise would need to be repeated for various
levels of risk–return starting points. An entire set of indifference curves could be constructed
that would portray a particular investor’s attitude towards risk


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Indifference Curve

Utility scores
At this stage the concept of utility scores can be introduced. These can be seen as a way of
ranking competing portfolios based on the expected return and risk of those portfolios. Thus if a
fund manager had to determine which investment a particular investor would prefer, i.e.
Investment A equaling a return of 10% for a risk of 5% or Investment B equaling a return of
20% for a risk of 10%, the manager would create indifference curves for that particular investor
and look at the utility scores. Higher utility scores are assigned to portfolios or investments with
more attractive risk–return profiles. Although several scoring systems are legitimate, one
function that is commonly employed assigns a portfolio or investment with expected return or
value EV and variance of returns σ 2the following utility value:


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U = EV –.005Aσ2 where:

U = utility value
A = an index of the investor’s aversion, (the factor of .005 is a scaling convention that
allows expression of the expected return and standard deviation in the equation as a percentage
rather than a decimal).

Utility is enhanced by high expected returns and diminished by high risk. Investors choosing
amongst competing investment portfolios will select the one providing the highest utility value.
Thus, in the example above, the investor will select the investment (portfolio) with the higher
utility value of 18.

Expected Standard deviation(σ) Utility=EV-.005Aσ2

10% 5% 10 –.005 ∗4 ∗ 25 =


20% 10% 20 –.005 ∗ 4 ∗100 =


(Assume A= 4 in this case)

Portfolio Diversification


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There are several different factors that cause risk or lead to variability in returns on an
individual investment. Factors that may influence risk in any given investment vehicle include
uncertainty of income, interest rates, inflation, exchange rates, tax rates, the state of the
economy, default risk and liquidity risk (the risk of not being able to sell on the investment). In
addition, an investor will assess the risk of a given investment (portfolio) within the context of
other types of investments that may already be owned, i.e. stakes in pension funds, life insurance
policies with savings components, and property.

One way to control portfolio risk is via diversification, whereby investments are made in a
wide variety of assets so that the exposure to the risk of any particular security is limited. This
concept is based on the old adage ‘do not put all your eggs in one basket’. If an investor owns
shares in only one company, that investment will fluctuate depending on the factors influencing
that company. If that company goes bankrupt, the investor might lose 100 per cent of the
investment. If, however, the investor owns shares in several companies in different sectors, then
the likelihood of all of those companies going bankrupt simultaneously is greatly diminished.
Thus, diversification reduces risk. Although bankruptcy risk has been considered here, the same
principle applies to other forms of risk.



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Covariance and Correlation

The goal is to hold a group of investments or securities within a portfolio potentially to

reduce the risk level suffered without reducing the level of return. To measure the success of a
potentially diversified portfolio, covariance and correlation are considered. Covariance
measures to what degree the returns of two risky assets move in tandem. A positive covariance
means that the returns of the two assets move together, whilst a negative covariance means that
they move in inverse directions.


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COV(x, y) = ∑p(x-x) (y-y) for two investments x and y, where p is the probability.
Covariance is an absolute measure, and covariances cannot be compared with one another.
To obtain a relative measure, the formula for correlation coefficient [r] is used.

Correlation coefficient

r= COVxy
To illustrate the above, here is the example:

Circumstance Probability x-x y-y

∑p(x-x) (y-y)

I 0.2 +1.0 -3.5 -0.7

II 0.3 0 -1.5 0


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III 0.4 +1.5 +1.5 0.9

IV 0.1 -4 +5.5 -2.2

COVxy =-2.0

For data regarding (y – y), see earlier example. Assume that a similar exercise has been run
for data regarding (x – x). Assume the variance or σ2 of x= 2.45, and the variance or σ2 of y
= 7.06. Thus, the correlation coefficient would be

= -2.0 = -0.481

√ 2.45 *√7.056

If, the same example is run again, but using a different set of numbers for y, a different
correlation coefficient might result of say, –0.988. It can be concluded that a large negative
correlation confirms the strong tendency of the two investments to move inversely.

Perfect positive correlation (correlation coefficient = +1) occurs when the returns
from two securities move up and down together in proportion. If these securities were combined
in a portfolio, the ‘offsetting’ effect would not occur.

Perfect negative correlation (correlation coefficient = –1) takes place when one
security moves up and the other one down in exact proportion. Combining these two securities
in a portfolio would increase the diversification effect.


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Uncorrelated (correlation coefficient = 0) occurs when returns from two securities move
independently of each other – that is, if one goes up, the other may go up or down or may not
move at all. As a result, the combination of these two securities in a portfolio may or may not
create a diversification effect. However, it is still better to be in this position than in a perfect
positive correlation situation.

Unsystematic and systematic risk

As mentioned previously, diversification diminishes risk: the more shares or assets held in a
portfolio or in investments, the greater the risk reduction. However, it is impossible to eliminate
all risk completely even with extensive diversification. The risk that remains is called market
risk; the risk that is caused by general market influences. This risk is also known as systematic
risk or non-diversifiable risk. The risk that is associated with a specific asset and that can be
abolished with diversification is known as unsystematic risk, unique risk or diversifiable risk.

Total risk = Systematic risk + Unsystematic risk

Systematic risk = the potential variability in the returns offered by a security or asset caused
by general market factors, such as interest rate changes, inflation rate movements, tax rates, state
of the economy.

Unsystematic risk = the potential variability in the returns offered by a security or asset
caused by factors specific to that company, such as profitability margins, debt levels, quality of
management, susceptibility to demands of customers and suppliers.
As the number of assets in a portfolio increases, the total risk may decline as a result of the
decline in the unsystematic risk in that portfolio. The relationship amongst these risks can be
quantified as follows


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TR2 = SR2 + UR2 or σ2i = σs2 + σu2

σ¡ = the investment’s total risk (standard deviation)

σs = the investment‘s systematic risk
σu =the investment’s unsystematic risk.

The correlation coefficient between two investment opportunities can be

expressed as:
σs = σi CORim

σs = the investment systematic risk
σi = the investment’s total risk (systematic and unsystematic)
CORim = the correlation coefficient between the return of the investment and those of
the market.

If an investment were perfectly correlated to the market so that all its movements could be
fully explained by movements in market, then all of the risk would be systematic & σi = σ s If
an investment were not correlated at all to the market, then all of its risk would be unsystematic


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Various types of portfolio require different techniques to be adopted to achieve the desired
objectives. Some of the techniques followed in India by portfolio managers are summarized

(1). Equity portfolio-

Equity portfolio is affected by internal and external factors:

(a) Internal factors –

Pertain to the inner working of the particular company of which equity shares are held.
These factors generally include:

(1) Market value of shares

(2) Book value of shares
(3) Price earnings ratio (P/E ratio)
(4) Dividend payout ratio

(b) External factors –

(1) Government policies

(2) Norms prescribed by institutions
(3) Business environment
(4) Trade cycles

(2). Equity stock analysis –


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The basic objective behind the analysis is to determine the probable future – value of the
shares of the concerned company. It is carried out primarily fewer than two ways. :

(a) Earnings per share

(b) Price earnings ratio

(A) Trend of earning: -

➢ A higher price-earnings ratio discount expected profit growth. Conversely, a downward

trend in earning results in a low price-earnings ratio to discount anticipated decrease in
profits, price and dividend. Rising EPS causes appreciation in price of shares, which
benefits investors in lower tax brackets? Such investors have not pay tax or to give
lower rate tax on capital gains.
➢ Many institutional investor like stability and growth and support high EPS.

➢ Growth of EPS is diluted when a company finances internally its expansion program
and offers new stock.
➢ EPS increase rapidly and result in higher P/E ratio when a company finances its
expansion program from internal sources and borrowings without offering new stock.

(B) Quality of reported earning: -

Quality of reported earnings affects P/E ratio. The factors that affect the quality of reported
earnings are as under:


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➢ Depreciation allowances: -
Larger (Non Cash) deduction for depreciation provides more funds to company to
finance profitable expansion schemes internally. This builds up future earning power of

➢ Research and development outlets: -

There is higher P/E ratio for a company, which carries R&D programs. R&D
enhances profit earning strength of the company through increased future sales.

➢ Inventory and other non-recurring type of profit: -

Low cost inventory may be sold at higher price due to inflationary conditions
among profit but such profit may not always occur and hence low P/E ratio.

(C) Dividend policy: -

Dividend policy is significant in affecting P/E ratio. With higher dividend ratio, equity price
goes up and thus raises P/E ratio. Dividend rates are raised to push in share prices up. Dividend
cover is calculated to find out the time the dividend is protected, In terms of earnings. It is
calculated as under:

Dividend Cover = EPS / Dividend per Share


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(D) Investors demand: -
Demand from institutional investors for equity also enhances the P/E ratio.

(3) Quality of management: -

Investors decide about the ability and caliber of management and hold and dispose of equity
academy. P/E ratio is more where a company is managed by reputed entrepreneurs with good
past records of management performance.

Types of Portfolios

The different types of Portfolio which is carried by any Fund Manager to maximize profit
and minimize losses are different as per their objectives .They are as follows.


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Aggressive Portfolio:

Objective: Growth. This strategy might be appropriate for investors who seek
High growth and who can tolerate wide fluctuations in market values, over the
short term.

Growth Portfolio:

Objective: Growth. This strategy might be appropriate for investors who have
a preference for growth and who can withstand significant fluctuations in market


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Balanced Portfolio:

Objective: Capital appreciation and income. This strategy might be

appropriate for investors who want the potential for capital appreciation and some
growth, and who can withstand moderate fluctuations in market values


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Conservative Portfolio:

Objective: Income and capital appreciation. This strategy may be appropriate

for investors who want to preserve their capital and minimize fluctuations in
market value.


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Sharekhan Portfolio Management Services



Pro Prime

Product Approach

Investment will be keeping in mind 3 investment tenets.


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1. Consistent, steady and sustainable returns.
2. Margin of Safety
3. Low Volatility

Product offering

Pro Prime is the ideal for investors looking at steady and superior with low and medium risk

The portfolio consists of a blend of quality blue chip and growth stocks ensuring a balanced
portfolio with relatively medium risk profile.

The portfolio constitutes of relatively large capitalization stocks, based on sector and themes
which have medium to long term growth potential.

Product Characteristics

➢ Bottom up stock selection

➢ In depth ,independent fundamental research

➢ High quality companies with relatively large capitalization

➢ Disciplined valuation approach applying multiple valuation measure.

➢ Medium to long term vision, resulting in low portfolio turnover.


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How to invest?

➢ Minimum Investment : 10 Lacs

➢ Lock in : 6 months
➢ Reporting: Access to website showing clients holding .Monthly reporting of
portfolio holding /transaction.
➢ Charges: 2.5% pa AMC (Annual Maintenances Charges) fees charged every
quarter ,0.5% brokerage ,20% profit sharing after 15% hurdle is crossed
chargeable at the end of fiscal year.

Pro Arbitrage

Product Approach

An opportunity lies in basis which is the difference between cash and future. Whenever basis
is high we buy the stocks and sell the future to lock in difference .The difference is bound to be
zero at expiry.

Product Offered

Cash –future arbitrage:


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The product intends to spot low risk opportunities which will yield more than the normal low
risk product .Whenever such opportunity is spotted stocks will be bought and to lock in the
basis, future will be sold .This position will be liquated in the expiry or before that if the basis
vanishes early .Similarly the scheme will move on from opportunity to opportunity.

Product Characteristics

Low –Risk: This is relatively low risk product which can be compared with liquid funds
issued by mutual funds.

High return: Compared with other low risk products, this products offers an indicative
post tax return of 8 to 10% plus.

Product Details

➢ Minimum Investment:Rs.1 Crore

➢ Lock in :6 months
➢ Reporting: Fortnightly for portfolio Net worth, Monthly reporting pf
portfolio Holding /transaction.
➢ Charges: 0.035% brokerage for future ,0.07% for delivery

Pro Tech

Protech using the knowledge of technique analysis and the power of depravities markets to
identify trading opportunities in the market .The protech line of the product is designed around
various risk /reward /volatility profiles for the different kind of investment needs.

Product Approach


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Better performance is possible from superior market timing and from picking stocks before
inflation points in their trading cycles .Linear return are possible from having hedged/ sell
market positions in downtrends .Absolute return are targeted by focusing on finding trading
opportunities & not out performance of an index.

Product offered

1. Nifty Thirty :

Nifty futures will be bought and sold on the basis of an automated trading system
generated calls to go long/short. The exposure will never exceed the value of portfolio
i.e. no leveraging; but allows us to be short /hedged in Nifty in falling market therefore
allowing the client to earn irrespective of the market direction.

2. Beta Portfolio :

Positional trading opportunities are identified in the future segment based on

technical analysis .Inflection points in the momentum cycles are identified to go long
/short on stock/index futures with 1-2 months time horizon .The idea is to generate the
best possible return in the medium term irrespective of the direction of the market
without really leveraging beyond the portfolio value. Risk protection is done based on
stop losses on daily closing prices.

3. Star Nifty:

Swing trading technique and Dow theory is used to identify short –term reversal
levels for Nifty futures and ride with trend both on the long and short side .This return
can be earned in bull and bear market .Stop and reverse means to reverse ones position


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from long to short or vice a versa at the reversal levels simultaneously .The exposure
never exceeds value of portfolio i.e. there is no leveraging.

4. Trailing Stops.

Momentum trading techniques are used to spot short –term momentum of 5-10 days
in stocks and stocks /index futures .Trailing stop loss method of risk management or
profit protection is used to lower the portfolio volatility and maximize return .Trading
opportunities are exposed both on the long side and the short side as the market demands
to get the best of both upward and downward trends.

Product Characteristics

➢ Using swing based index –trading systems stop and reverse .trend following and
momentum trading technique.
➢ Nifty based products for low impact cost and low product volatility
➢ Both long and short strategies to earn returns even in falling market.
➢ Trading in future market to allow for active risk protection using trailing stop losses.

How to invest?

 Minimum : Rs.10 Lacs

 Lock in : 6 months
 Reporting: Fortnightly reporting of portfolio Net Worth, monthly
reporting of portfolio Holding /Transaction.
 Charges: 0% AMC (Annual Maintenance Charges), 0.05% brokerage
for derivatives, 20% profit sharing on booked profit quarterly basis


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Protech Performance Report


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Page 84
Nifty Thrifty:

Date NAV Sensex

01/02/2006 10.00 9859.26

29/04/2009 19.43 11403.25

94.30 15.66


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How it works:
Our first product is based completely on a mathematical model with zero human
intervention. This product has come out of its fifth draw-down period (in 28 years of back
testing) and the net asset value (NAV) is taking off to new heights.

Beta portfolio:

Date NAV Sensex
03/08/2007 10.00 15138.40
29/04/2009 13.81 11403.25
38.10 -24.67

How it works:

Our product is based on positional trading with a long and short model investing in plain
vanilla stock futures. In this, we identify stocks with greater risk-reward ratios with a time
horizon of 1 to 2 months, based on the prevalent market situation.

Trailing Stops:

NAV Sensex
20/10/2007 10.00 17559.98
24/04/2009 15.32 9708.50

Returns (%) 43.50 -35.06


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How it works:

The trading strategy is to buy short-term momentum over a time frame of 1 to 5 days and
then book small profits consistently.



Page 87


Page 88
1. Do you know about the Investment Option available?


As the above table shows the knowledge of Investor out of 100 respondent
carried throughout the Hyderabad Area is only 85%. The remaining 15% take
his/her residential property as an investment. According to law purpose this is not
an investment because of it is not create any profit for the owner. The main
problem is that in this time from year 2008-2009 , the recession and the Inflation
make the investor think before investing a even a Rs. 100.So , it also create the
problem for the Investor to not take interest in Investment option.

2. What is the basic purpose of your Investments?


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As with the above analysis, it is found 75% people are interested in liquidity,
returns and tax benefits. And remaining 25% are interested in capital
appreciations, risk covering, and others. In the entire respondent it is common that
this time everyone is looking for minimizing the risk and maximizing their profit
with the short time of period.

As explaining them About the Portfolio Management Services of Sharekhan,

they were quite interested in Protech Services.

3. What is the most important factor you consider at the time of




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As the above analysis gives the clear idea that most of the Investors considered
the market factor as around 12% for Risk and 23% Return, but most important
common things in all are that they are even ready for taking both Risk and Return
in around 65% investor.
Moreover, the Market is fluctuating now days, so as it also getting
improvement. So, Investor are looking for Investment in long term and Short-term.
4. From which option you will get the best returns?


Most of the respondents say they will get more returns in Share Market. Since
Share Market is said to be the best place to invest to get more returns. The risk in
the investment is also high.

Similarly, the Investor are more Interested in Investing their money in Mutual
Fund Schemes as that is also very important financial product due to its nature of
minimizing risk and maximizing the profit. As the commodities market is doing
well from last few months so Investor also prefer to invest their money in
Commodities Market basically in GOLD nowadays.

Moreover, even who don’t want to take Risk they are looking for investing in
Fixed Deposit for long period of time.


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5. “Investing in PMS is far safer than Investing in Mutual Fund”. Do you



In the above graphs it’s clear that 24% of respondent out of hundred feel that
investing their money in Mutual Fund Scheme are far safer than Investing in PMS.
this is because of lack of proper information about the Portfolio management
services. As the basis is same for the mutual fund and PMS but the investment
pattern is totally different from each other and which depends upon different risk
factor available in both the Financial Products.

6. How much you carry the expectation in Rise of your Income from



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The optimism is shown in the attitude of the respondents. The confidence was
appreciable with which they are looking forward to a rise in their investments.
Major part of the sample feels that the rise would be of around 15%. Only 8% of
the respondents were confident enough to expect a rise of upto 35%.


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As all the respondents were considering the Risk factor also before filling the
questionnaire and they were asking about the performance report of all the PMS
services offered by Sharekhan limited.

7. If you invested in Share Market, what has been your experience?


20% of the respondents have invested in Share market and received satisfactory
returns, 40% of the respondents have not at all invested in Share Market. Some of
the investors face problems due to less knowledge about the market. Some of the
respondents don’t have complete overview of the happenings and invest their
money in wrong shares which result in Loss. This is the reason most of the
respondents prefer Portfolio Management Services to trade now a days, which
gives the Investor the clear idea when is the right time to buy and right time to sell
the shares which is recommended by their Fund Manger.

8. How do you trade in Share Market?


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As we know that Share market is totally based on psychological parameters of

Investors, which changed as per the market condition, but at the same time the
around 45% investor trade on the basis of speculation and 31% depend upon
Investment option Bonds, Mutual Funds etc.

Moreover, the now a day’s Hedging is most common derivatives tools which is
used by the Investor to get more return from the Market ,this is mostly used in the
Commodities Market.

9. How do you manage your Portfolio?


About 57% of the respondents say they themselves manage their portfolio and
43% of the respondents say they depends on the security company for portfolio


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Management. 43% of the respondents prefer PMS of the company because they
don’t have to keep a close eye on their investment; they get all the information
time to time from their Fund Manager.

Moreover, talking about the Sharekhan PMS services they are far satisfied with
the Protech and Prop rime Performance during last year. They are satisfied with
the quick and active services of Sharekhan customer services where, they get the
updated knowledge about the scrip detail everyday from their Fund Manager.

10. If you trade with Sharekhan limited then why?


As the above research shows the reasons and the parameters on which investor
lie on Sharekhan and they do the trade.

Among hundred respondents 35% respondents do the trade with the company
due to its research Report, 28% based on Brokerage Rate whereas 22 % are happy
with its Services.

Last but not the least, 15% respondents are depends upon the tips of Sharekhan
which gives them idea where to invest and when to invest.


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At the time of research what I found is that still Sharekhan need to make the
clients more knowledge about their PMS product.

11. Are you using Portfolio Management services (PMS) of Sharekhan?


As talking about the Investment option, in most of clients it was common that
they know about the Option but as the PMS of Sharekhan have different Product
offering, Product Characteristics and the Investment amount is also different this
makes the clients to think differently.

It is found that 56% of Sharekhan client where using PMS services as for their
Investment Option.


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12. Which Portfolio Type you preferred?


The above analysis shows, in which portfolio the investor like to deal more in

As 45% investor likes to go for Equity Portfolio and 28% with Balanced
Portfolio, whereas around 27% investor like to, go for Debt Portfolio.

13. How was your experience about Portfolio Management services (PMS)

of Sharekhan Limited?



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In the above analysis it is clear that the Investor have the good and the bad
experience both with the Sharekhan PMS services.

In this current scenario 52% of the Investor earned, whereas around 18% have
to suffer losses in the market. Similarly 30% of the Respondents are there in
Breakeven Point (BEP), where no loss and no profit.

14. Does Sharekhan Limited keep it PMS process Transparent?


The above analysis is talking about the Sharekhan Transparency of their PMS
services. In hundred respondents 63% said that they get all the information about
their scrip buying and selling information day by day, where as 37% of
respondents are not satisfied with the PMS information and Transparency because
they don’t get any type of extra services in PMS as they were saying.


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15. Do you recommend Sharekhan PMS to others?


The above analysis shows the Investor perception toward the Sharekhan PMS
as on the basis of their good and bad experience with Sharekhan limited. Among
hundred respondents 86% respondents were agree to recommend the PMS of
Sharekhan to their peers, relatives etc.



Page 100


Page 101

➢ About 85% Respondents knows about the Investment Option, because remaining 15%
take his /her residential property as Investment, but in actual it not an investment
philosophy carries that all the Investment does not create any profit for the owner.

➢ More than 75% Investors are investing their money for Liquidity, Return and Tax
➢ At the time of Investment the Investors basically considered the both Risk and Return in
more %age around 65%.

➢ As among all Investment Option for Investor the most important area to get more return
is share around 22%after that Mutual Fund and other comes into existence.

➢ More than 76% of Investors feels that PMS is less risky than investing money in Mutual

➢ As expected return from the Market more than 48% respondents expect the rise in
Income more than 15%, 32% respondents are expecting between 15-25% return.

➢ As the experience from the Market more than 34% Investor had lose their money during
the concerned year, whereas 20% respondents have got satisfied return.


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➢ About 45% respondents do the Trade in the Market with Derivatives Tools Speculation
compare to 24% through Hedging .And the rest 31% trade their money in Investments.

➢ Around 57% residents manage their Portfolio through the different company whereas
43%Investor manage their portfolio themselves.

➢ The most important reasons for doing trade with Sharekhan limited is Sharekhan
Research Department than its Brokerage rate Structure.

➢ Out of hundred respondents 56% respondents are using Sharekhan PMs services.

➢ Investors preferred more than 45% equity Portfolio, 28%Balanceed Portfolio and about
27% Debt Portfolio with Sharekhan PMS.

➢ About 52% Respondents earned through Sharekhan PMS product, whereas 18% investor
faced loses also.

➢ More than 63% Investor are happy with the Transparency system of Sharekhan limited.

➢ As based on the good and bad experience with Sharekhan limited around 86% are ready

to recommended the PMS of Sharekhan to their peers, relatives etc.


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➢ As only Hyderabad was dealt in the survey so it does not represent the view of the total
Indian market.


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➢ The sample size was restricted with hundred respondents.

➢ There was lack of time on the part of respondents.

➢ The survey was carried through questionnaire and the questions were based on

➢ There may be biasness in information by market participant.

➢ Complete data was not available due to company privacy and secrecy.

➢ Some people were not willing to disclose the investment profile.



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On the basis of the study it is found that Sharekhan Ltd is better services provider than the
other stockbrokers because of their timely research and personalized advice on what stocks to
buy and sell. Sharekhan Ltd. provides the facility of Trade tiger as well as relationship manager
facility for encouragement and protects the interest of the investors. It also provides the
information through the internet and mobile alerts that what IPO’s are coming in the market and
it also provides its research on the future prospect of the IPO. We can conclude the following
with above analysis.

➢ Sharekhan Ltd has better Portfolio Management services than Other Companies

➢ It keeps its process more transparent.

➢ It gives more returns to its investors.

➢ It charges are less than other portfolio Management Services

➢ It provides daily updates about the stocks information.

➢ Investors are looking for those investment options where they get maximum returns with
less returns.

➢ Market is becoming complex & it means that the individual investor will not have the
time to play stock game on his own.

➢ People are not so much ware aware about the Investment option available in the Market.


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➢ The company should also organize seminars and similar activities to enhance the
knowledge of prospective and existing customers, so that they feel more comfortable
while investing in the stock market.
➢ Investors must feel safe about their money invested.

➢ Investor’s accounts must be more transparent as compared to other companies.

➢ Sharekhan limited must try to promote more its Portfolio Management Services through
➢ Sharekhan needs to improve more it’s Customer Services

➢ There is need to change in lock in period in all three PMS i.e.Protech, Proprime, Pro


Page 107



OCCUPATION……………………………... PHONE


1. Do you know about the Investments Option available?



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2. What is the basic purpose of your Investments?

A) Liquidity B) Return C) Tax Benefits D) Risk Covering

E) Capital Appreciation F) Others

3. What is the most important factor you consider at the time of Investment?

A) Risk B) Return C) Both

4. From which option you will get the best returns?

A) Mutual Funds B) Shares C) Commodities Market D) Bonds

E) Fixed Deposits F) Property G) Others

5. “Investing in PMS is far safer than Investing in Mutual Fund”. Do you agree?

A) Yes B) No

6. How much you carry the expectation in Rise of your Income from Investments?

A) Upto 15% B) 15-25% C) 25-35% D) More than 35%

7. If you invested in Share Market, what has been your experience?

A) Satisfactory Return B) Burned Finger C) Unsatisfactory Results

D) No

8. How do you trade in Share Market?

A) Hedging B) Speculation C) Investment


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9. How do you manage your Portfolio?

A) Self B) Depends on the company for portfolio

10. If, you trade with Sharekhan limited then why?

A) Research B) Brokerage C) Services D) Investments Tips

11. Are you using Portfolio Management services (PMS) of Sharekhan?

A) Yes B) No

12. Which Portfolio Type you preferred?

A) Equity B) Debt C) Balanced

13. How was your experience about Portfolio Management services (PMS) of Sharekhan

A) Earned B) Faced Loss C) No profit No loss

14. Does Sharekhan Limited keep it PMS process Transparent?

A) Yes B) No

15. Do you recommend Sharekhan PMS to others?

A) Yes B) No



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Book Referred

➢ Value guide by Sharekhan

➢ Investors Eyes by Sharekhan
➢ Business world.
➢ The economist


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