PREFACE

MBA is a professional course wherein for a student to posses only theoretical knowledge
alone is not enough but also to improve practical skill which is helpful to them in every
field of life in their future. Students need to have a practical implementation in the current
scenario.
“Experience is the best teacher's.” This saying is very well applicable in everyone's life.
Therefore as a student of management it must apply to me also. Then the question arises
that from where we can get this experience. Obviously we must undergo practical
Training. To serve this purpose I had undergone eight weeks summer training at ICICI
securities limited and as an outcome I have prepared this project report.
This project report on “COMPETITIVE ADVANTAGE OF ICICI DIRECT” .This
project also deals with various activities of ICICI securities limited. The experience of
this training will be useful in my future.
It is my pleasure to present work after I had finished my training at ICICI securities
limited. This training has expanded my horizon of knowledge in practical as well as
theoretical, which is vital for any student in management level studies. After completion
of this training I come to know that when we study theory but practice it is very difficult
to understand. Therefore to serve dual purpose of practical training has been made
compulsory for the student of MBA.
Such training promotes a student to boost his potentials and the inner qualities, and
thereby students come to know about their reality that how the theoretical knowledge
works in actual sense in any unit. This has indeed proved to be very useful to me.
A1l information given here are correct and true according to me, and sincerely apologize
if incorrect data.

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 ACKNOLEDGEMENT

First of all I would like to express my sincere gratitude to Mr.Subhendu Das, Area
manager of ICICI securities limited, Athwagate Surat brance for allowing me for summer
training at ICICI securities limited.

I heartily feel thanks to Mr.Bhavesh Patel ,sales manager who provide me valuable
suggestions and guidance at every stage of my summer training.

I would like to express my gratitude to ; my project mentor and other

faculty member of SOM LALIT INSTITUTE OF BUSINESS MANAGEMENT,
Ahemedabad for guide me.

I would like to thank following persons who help me lot in my summer training.
• Mr.Imran Dabhi, sales manager, ICICI securities limited
• Mr.Jignesh Nayak, sales manager, ICICI securities limited
• Mr.Amit Kumar, sales manager, ICICI securities limited

I also thank to sales Executive for opening Demte account, which have been helpful and
faithful enough to give the required information, which helped my project to be great
success, which was the main and important part of my project. I feel happy indeed and it
has given me a lot of pleasure in company.

Last but not the least I would like to extent my deep sense of gratitude to my family and
all whom guided and helped me during my training period.

Place: Surat Sunil K. Patel

Date: July-2008

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EXECUTIVE SUMMARY

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INDEX

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LIST OF TABLE

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LIST OF FIGUERS

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INTRODUCTION

1.1 GENERAL INTRODUCTION

PHYSICAL CERTIFICATES - THE TRADITIONAL WAY

The Indian capital market has seen an unprecedented boom in its activity in the last
decade. We can now boast of a very large investor population and substantial volumes of
trade. However, this surge in activity has brought with it, numerous problems that
threaten the very survival of the Capital market in the long run. A closer inspection of the
problems would reveal that most of them arise due to the intrinsic nature of paper based
trading and settlement.
This century-old system of trading and settlement requires handling of huge volumes of
paper leading to increased costs and inefficiencies. Simultaneously, they expose the
investors to greater risks putting them at a disadvantage. Some of these areas are:

 Unwarranted delay in transfer of shares. It takes 30 to 60 days for the investors to get
the shares lodged in their name;

 Possibility of forgery on various documents leading to bad deliveries, legal disputes

etc;

 Theft of shares leading to defective title in shares purchased and subsequent

litigation;

 Prevalence of fake certificates in the market;

 Mutilation or loss of share certificates in transit;

 Increased transaction costs due to stamp duty, fake shares, rejection by registrars, etc.

This has made the investors, both retail and institutional, wary of entering the Indian
capital market. In this scenario, it was felt that the getting up of a depository and the
introduction of scrip less trading and settlement is imperative for the efficient functioning
of the market.
The Indian capital market has witnessed numerous changes in the recent
past. Historically stock market booms have always resulted in a number of problems for

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the lay investor. Sometimes, the problem may magnify them and threatens to engulf the
entire capital market. A close introspection of these problems will reveal that most of
them are due to intrinsic nature of paper based trading and settlement. All this may have
driven away many potential investors and Foreign Institutional Investors.
Dematerialization of shares is looked upon as the remedy for the ‘paper’ based problems.

With effect from august 19, 1998 SEBI has granted certificate of registration of
Central Depository Services (I) Ltd. (CDSL).
Yet even with demat, from the point of view of investors there are numerous
problems. Here Wallet Watch introduces you to setting up of a demat account and
introduction of scrip less trading and settlement. There are numerous benefits of this scrip
less trading and settlement, which Wallet Watch has discussed in detail.

COMPANY PROFILE:

2.1 INTRODUCTION ABOUT THE COMPANY

Even as the European and American stock markets reckon with the changes brought
about by the Internet and IT/telecom advances, the Indian stock market has quickly
moved to global standards.
The sheer breadth of the changes since the National Stock Exchange started
operations in 1994 and with the Securities and Exchange Board of India (SEBI) also
driving the changes in the market system, have enabled the Indian market to move well
ahead in just five years.
Even as online automated trading and better clearing and settlement mechanisms
have been put in place, perhaps, the most significant change in the Indian market has
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been the coming of paperless trading; it may well be a precursor to the next big changes –
rolling settlements and Internet trading. But the push towards paperless trading stands out
even in a decade when the market landscape has changed beyond recognition.
Dematerialization (holding and trading securities in paperless mode) was an
alien concept in India before 1995; in five years, large quantities of paper have been
flushed out of the system. Since the entry of the foreign institutional investors (FIIs) and
online trading, the old system, laden with paperwork at every conceivable stage, was out
of place in an otherwise fast trading environment.
As the FIIs complained about the paperwork as a major constraining
factor, the government and SEBI took notice. The requisite legislative changes were put
in place quickly - the Depositories Act, 1996 was passed and the NSE, with the UTI and
the IDBI, set up the National Securities Depository Ltd (NSDL).
But the depository concept did not gain popularity; the FIIs which
had clamoured for its introduction, now ignored it. The reason: Lack of liquidity. But,
unless the institutional investors stepped in, there could be no liquidity. This stalemate
frustrated the push for a paperless environment.
Until SEBI stepped in, that is.
With regulatory pushes SEBI, in phases, made demat trading in stocks
mandatory for institutions first and, then, for all investors. Mandatory paperless trading,
forced the FIIs to dematerialise their holdings quickly.
As a consequence of SEBI's action, most major stocks are traded in the
paperless mode now. The second phase will involve some 200 stocks in a few months
time. The effect of SEBI's action is evident from NSDL's statistics. A total of 698
companies, with a market capitalisation of Rs. 7,37,300 crores (almost 80 per cent of the
market capitalisation of all listed stocks), is enrolled with the NSDL.
With 13.65 billion shares in the demat mode, nearly 19 million investor
accounts, and securities valued at Rs. 3,96,800 crores ($91 billions) actually
dematerialised, the concept of dematerialisation can be said to have taken roots. If the
regulatory direction is any indication, more paper will be flushed out of the system in the
next two years.
The costs of dematerialisation have declined as the NSDL slashed charges as
volumes expanded and the competition _ from the Central Depository Services Ltd
(CSDL) floated by the BSE _ started in 1999 second half. A series of measures by SEBI
and NSDL also helped ease the strain faced by retail investors.
From a long-term perspective, demat in India is of considerable
significance. Not only has the general trading environment improved and quickened,
volumes too have perked up, even in the demat segment. With demat taking off, there is
now scope for an improvement in the quality of investor services.
As a consequence of dematerialisation, the Indian market is also well
prepared for web-based trading though the quality of telecom infrastructure and
inadequacies in the banking system-stock exchange linkages may cause delays. Notably,

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with regard to the thrust towards paperless trading, the Indian market managed in three
years what took even the US much longer.

With a high degree of dematerialisation a reality, the stage is set for rolling settlements
and web-based trading. Once these are in place, the Indian market will have moved closer
to the standards in advanced markets, such as the US. And paperless trading may well be
the catalyst for such a rapid advancement.

2.2 HISTORY OF THE ORGANIZATION:

The dematerialized form of shareholding and the depository mode of

trade (scrip less trade) have been in operation in developed financial markets for over 15
years. In India, the first depository commenced operation a decade back and is relatively
new. The Indian financial market is in need of both scrip-based and scrip less trade, but
the investing community, which is used scrip-based trade, is bound to take some time to
accept the latter. The scrip less trading, till now a domain of the western world,
institutional investors and GDR holders is now mandatory even for small investors. All
those who hold physical share certificates have to get them dematerialized. If they do not,
they will be forced to do so at the time of sale.
The countless numbers of conservative Indians have to digest it,
whether they like it or not. First, the institutional investors succumbed. Then the high net
worth individuals, trading in more than a certain numbers of shares, were forced to give
in. now, it is the turn of the small investors of select-companies.
With their share certificates being replaced by small slips and receipts,
naturally the average investors will have their share of fears and apprehensions. It is
necessary to educate and convince these investors about the benefit of Demat rather than
forcing them to take part in the game.

2.3 Company’s Vision:

To make ICICI Direct the dominant online share trading by world class people and
services.

This we hope to achieve by:

• Understanding the needs of customers and offering them superior product and
service.
• Leveraging technology to service customers quickly and conveniently.
• Developing and implementing superior risk management and investment strategic
to offer sustainable and stable return to our shareholder.

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 • Providing and enabling environment to foster growth and learning for our
employees

2.4 Company’s mission:

To judged by their sales and earnings growth rates than on the absolute value of their
sales and earnings. Look for companies that consistently grow faster than there peers.
Investors prefer companies that increase profit margins -- the percentage of sales
that they keep -- every year. This is accomplished either by lowering expenses or raising
prices. Look for companies that consistently find ways to squeeze more profits out of
sales than their peers.
The financial health of a company is dependent on a combination of profitability,
short-term liquidity and long term liquidity. Companies, which are profitable, but have
poor short term or long term liquidity measures, do not survive the troughs of the trade
cycle

2.5 Major Player of the Industry

S. S. Kantilal Ishwarlal Securities Pvt. Ltd. (sharekhan.com ):

Sharekhan, India's leading stockbroker is the retail arm of SSKI, and offers you
depository services and trade execution facilities for equities, derivatives and
commodities backed with investment advice tempered by decades of broking experience.
A research and analysis team is constantly working to track performance and trends.
That's why Sharekhan has the trading products, which are having one of the highest
success rates in the industry. Sharekhan is having 240 share shops in 110 cities; the
largest chain of retail share shops in India is of Sharekhan.

In future, Sharekhan is planning to enter in Mutual funds, Insurance sector and banking
sector to expand beyond the market currently covered by it. And it has started MF
(Mutual Funds) on priority basis but wants to grow in it.

ICICI WEB TRADE LTD. (lCICIdirect.com):

ICICIdirect.com was the first entrant into e-broking. ICICdirect.com provides the 3-
in-l to the users which ties in their saving bank account and their Demat account to their
brokerage account electronically. This integration ensures that money is transferred
to/from their bank account and the shares are transferred from/to their Demat account
automatically without writing any cheques or transfer instructions while carrying out
their trades in shares.

ICICldirect.com has the option of trading in shares in cash, margin or spot segments. An
investor can also invest in 14 Mutual Funds (Prudential ICICI MF, Franklin Templeton
India MF, Alliance Capital MF, 1M MF, Birla Sun Life MF, Sundaram MF, IL&FS MF,
Principal MF, HDFC MF, Standard Chartered MF, Reliance Capital MF, Kotak

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Mahindra MF, TATA MF and DSP MERRILL LYNCH MF) through their trading
account.

5Paisa.com:

5paisa is the trade name of India Info line Securities Private Limited (5paisa), member of
National Stock Exchange and The Stock Exchange, Mumbai. 5paisa is a wholly owned
subsidiary of India Info line Ltd, India's leading and most popular finance and investment
portal. 5paisa has emerged as one of leading players in e-broking space in India.

The company's brokerage is one of the lowest in the industry. It also provides the
research on commodities. Investors can benefit from its analysis and advice available at
the click of the mouse. For those who prefer to trade the traditional way, India Info line
investor points are available across the country.

India Info line was founded by a group of professionals in 1995. Its institutional
investors include Intel Capital, one of the leading technology companies in the world
promoted by the UK government, ICICI, TDA and Reeshanar. The company offers a
slew of products such as stock and derivatives broking, commodities broking and mutual
funds.

KOTAK SECURITIES LIMITED (kotakstreet.com):

Kotak Securities Ltd., a strategic joint venture between Kotak Mahindra Bank and
Goldman Sachs (holding 25% - one of the world's leading investment banks and
brokerage firms) is India's leading stock broking house with a market share of 5 - 6 %.
Kotak Securities Ltd. has been the largest in IPO distribution - It was ranked number
One in 2003-04 as Book Running Lead Managers in public equity offerings by PRIME
Database. It has also won the Best Equity House A ward from Finance Asia - April 2004.

Kotak Securities Ltd is also a depository participant with National Securities Depository
Limited (NSDL) and Central Depository Services Limited (CDSL) providing dual
benefit services wherein the investors can use the brokerage services of the company for
executing the transactions and the depository services for settling them. The company
has 42 branches servicing around 1,00,000 customers. Kotakstreet.com the online
division of Kotak Securities Limited offers Internet Broking services and also online IPO
and Mutual Fund Investments.

Kotak Securities Limited manages assets over 1700 crores under Portfolio Management
Services (PMS) which is mainly to the high end of the market. Kotak Securities Limited
has newly launched "Kotak Infinity" as a distinct discretionary Portfolio Management
Service, which looks into the middle end of the market.

India Bulls:
India bulls is India's leading retail financial services company with 77 locations spread
across 64 cities. Its size and strong balance sheet allows providing varied products and
services at very attractive prices, our over 750 Client Relationship Managers are

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dedicated to serving your unique needs.

India bulls is lead by a highly regarded management team that has invested crores of
rupees into a world class Infrastructure that provides real-time service & 24/7 access to
all information and products. The India bulls Professional Network offers real-time
prices, detailed data and news, intelligent analytics, and electronic trading capabilities,
right at your fingertips. This powerful technology is complemented by our
knowledgeable and customer focused Relationship Managers.

India bulls offer a full range of financial services and products ranging from Equities,
Derivatives, Demat services and Insurance to enhance wealth and to achieve the
financial goals.

MOTILAL OSW AL SECURITIES LTD. (MOSt):

One of the top-3 stock-broking houses in India, with a dominant position in both
institutional and retail broking, MOSt is amongst the best-capitalized firms in the
broking industry in terms of net worth. MOSt was founded in 1987 as a small sub-
broking unit, with just two people running the show. Focus on customer-first-attitude,
ethical and transparent business practices, respect for professionalism, research-based
value investing and implementation of cutting-edge technology have enabled it to
blossom into a thousand-member team.

The institutional business unit has relationships with several leading foreign institutional
investors (FIls) in the US, UK, Hong Kong and Singapore. In a recent media report
MOSt was rated as one of the top-10 brokers in terms of business transacted for FIls.

The retail business unit provides equity investment solutions to more than 50,000
investors through 270 outlets spanning 150 cities and 22 states. MOSt provides Advice-
Based Broking, Portfolio Management Services (PMS), E-Broking Services, Depository
Services, Commodities Trading, and IPO and Mutual Fund Investment Advisory
Services. Its Value PMS Scheme gave a 160% post-tax return for the year ended March
2004.
In Asia Money Brokers Poll 2003 MOSt has been rated as the Best Domestic Research
House- Mega Funds, while in 2000 and 2002 it has been rated as the Best Domestic
Equity Research House and Second best amongst Indian Brokerage firms respectively.

HDFC SECURITIES LTD (HDFCsec):

HDFCsec is a brand brought to you by HDFC Securities Ltd, which has been promoted
by the HDFC Bank & HDFC with the objective of providing the diverse customer base
of the HDFC Group and other investors a capability to transact in the Stock Exchanges &
other financial market transactions. The services comprise online buying and selling of
equity shares on the National Stock Exchange (NSE). Buying and selling of select
corporate debt and government securities on the NSE would be introduced in a
subsequent phase. In a few months, they will also start offering the following online

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trading services on the BSE and NSE:

• Buying and selling of shares on the BSE

• Arbitrage between NSE & BSE
• Trading in Derivatives on the NSE
• Margin trading products.

They are also planning to include buying and selling of Mutual Funds, IPQ subscriptions,
right issues, purchase of Insurance policies and asset financing.

2.6 OBJECTIVES OF THE STUDY

 Study of ICICI Direct.com (online share trading)

 Study of dematerialization in ICICI Capital Ltd.
 Customers satisfaction and awareness of ICICI Capital Services Ltd.

ICICI Capital Services Ltd., is depository participant (DP) and it is

providing the financial services to the share holders and various other DP’s also
providing almost same services which leads to a competition. So in order to retain the
existing customers of ICICI Capital Ltd. and to attract new customers knowing the
customers need and preferences and expectation is very important. The study involves
knowing the expectation and satisfaction level of ICICI Capital Ltd. customers.

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2.7 PRODUCT PROFILE
DE-MAT
The dematerialized form of shareholding and the depository mode of trade (scrip less
trade) have been in operation in developed financial markets for over 15 years. In India,
the first depository commenced operations a decade back and is relatively new. The
Indian Financial Markets is in need of both scrip-based trade, but the investing
community, which is used to scrip-based and scrip less trade, is bound to take some time
to accept the latter. The scrip less trading, till now a domain of the western world,
institutional investors and GDR holders is now mandatory even for small investors. All
those who hold physical share certificates have to get them dematerialized. If they do not,
they will be forced to do so at the time of sale.

A process by which the physical certificates of an investor are taken back by the
company / registrar and actually destroyed and an equivalent number of securities are
credited in the electronic holdings of the investor.
Offers services to clients dealing in Government securities through the SGL A/C. besides
holding the securities, ICICI Capital Services Ltd.
 Provides records update based on the transactions made by the clients.
 Collects and credits the benefits and proceeds from sale to the clients’ account;
and
 Supplies periodical reports on the transactions and holding of the clients.

TRADING:
Next function activates when an investor buys or sells in the market.
Buying:
1. An investor gets order executed and makes payment to the broker.
2. Investor instructs his Depository Participant to expect credit on settlement day.
Broker instructs his DP to debit his Clearing Member account on settlement day.
3. Before settlement day Broker makes payment to clearinghouse through Clearing
Bank.
4.On settlement day Clearing house releases shares to broker’s Clearing Member account
which is then transferred to investors account through NSDL (National Securities
Depository Limited). Investor gets credit in his account.

SELLING:
1. An investor gets order executed.
2. Investor instructs his Depository Participant to debit his account with immediate
effect. The shares move from investors account to Brokers Clearing Member account
via NSDL. A Broker clearing member accounts is credited.
3. Before settlement day broker transfers shares from his clearing member account
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 to Clearinghouse via NSDL. His account is debited.
4. On settlement day Broker receives payment from clearing house which he passes
on to the investor.

ICICIDirect.com
ICICIDirect.com is a truly online share-trading site. This means that from the time you
punch in a buy or sell trade on your computer to the final settlement in your account,
everything happens completely online. The 3-in-1 e-invest account integrates your
brokerage, bank and one or more depository accounts to make sure that you can do the
otherwise cumbersome share trading from the comfort of your home or office, at
absolutely any time of the day…or night.

HOW CAN ONE OPEN AN ACCOUNT IN DEMAT?

First an investor has to approach a DP and fill up an account opening form. The account
opening form must be supported by copies of any one of the approved documents to
serve as proof of identity (POI) and proof of address (POA) as specified by SEBI.
Besides, production of PAN card in original at the time of opening of account has been
made mandatory effective from April 01, 2006.
All applicants should carry original documents for verification by an
authorized official of the depository participant, under his signature.
Further, the investor has to sign an agreement with DP in a depository prescribed
standard format, which details rights and duties of investor and DP. DP should provide
the investor with a copy of the agreement and schedule of charges for their future
reference. The DP will open the account in the system and give an account number,
which is also called BO ID (Beneficiary Owner Identification number).
The DP may revise the charges by giving 30 days notice in advance.
SEBI has rationalised the cost structure for dematerialisation by removing account
opening charges, transaction charges for credit of securities, and custody charges vide
circular dated January 28, 2005.
Further, SEBI has vide circular dated November 09, 2005 advised that with
effect from January 09, 2006, no charges shall be levied by a depository on DP and
consequently, by a DP on a Beneficiary Owner (BO) when a BO transfers all the
securities lying in his account to another branch of the same DP or to another DP of the
same depository or another depository, provided the BO Account/s at transferee DP and
at transferor DP are one and the same, i.e. identical in all respects. In case the BO
Account at transferor DP is a joint account, the BO Account at transferee DP should also
be a joint account in the same sequence of ownership.

Demat Services

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ICICI Bank Demat Services boasts of an ever-growing customer base of over 11.5 lacs
account holders. In our continuous endeavor to offer best of the class services to our
customers we offer the following features:

e-Instructions: You can transfer securities 24 hours a day, 7 days a week through
Internet & Interactive Voice Response (IVR) at a lower cost. Now with "Speak to
transfer", you can also transfer or pledge instructions through our customer care officer.

Consolidation Demat Account: Dematerialise your physical shares in various holding

patterns and consolidate all such scattered holdings into your primary demat account at
reduced cost.

Digitally Signed Statement: Receive your account statement and bill by email.

Corporate Benefit Tracking: Track your dividend, interest, bonus through your account
statement.
Mobile Request: Access your demat account by sending SMS to enquire about Holdings,
Transactions, Bill & ISIN details.
Mobile Alerts: Receive SMS alerts for all debits/credits as well as for any request which
cannot be processed.
• Dedicated customer care executives specially trained at our call centre, to handle
all your queries.

• Countrywide network of over 235 branches, you are never far from an ICICI
Bank Demat Services outlet.
Product and Services

A product for every need: ICICldirect.com is the most comprehensive website, which
allows investor to invest in Shares, Mutual funds, Derivatives (Futures and Options) and
other financial products. Simply put ICICldirect.com offer investor a product for every
investment need.

Trading in shares:

1. Cash Trading:- This is a delivery based trading system, which is generally done
with the intention of taking delivery of shares or monies. Cash position is meant to
be settled by delivery, the required cash or securities are blocked in full. For
example, if you place an order to buy 100 shares of ICICI, you need to have 100%
of the order value in your available limit/funds. And incase you wish to sell 100
ICICI shares you need to have 100% shares in your demat balance.

2. Margin Trading: You can also do an intra-settlement trading up to 3 to 4 times

your available funds, wherein you take long buy/ short sell positions in stocks
with the intention of squaring off the position within the same day settlement
cycle. When you place an order to buy 100 shares of Reliance in the cash
segment, your intention is to pay for and receive the shares in your Demat
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 Account. However, if the same order were to be placed in the margin segment,
your intention would be to sell those shares subsequently in the same settlement at
a higher price and thereby make a profit on the same. However, if the price falls
subsequently, there may be a loss.

3. Margin PLUS Trading: Through Margin PLUS you can do an intra-settlement

trading up to 25 times your available funds, wherein you take long buy/ short sell
positions in stocks with the intention of squaring off the position within the same
day settlement cycle. Margin PLUS will give a much higher leverage in your
account against your limits .

• Margin PLUS offers an order placement feature through which you

can take a intra-day position in the equity segment and at the same
time, place a cover order for this position specifying the Stop Loss
Trigger Price and the limit price. This cover order will help you to
limit the loss, if any, on the position .
• Margin Plus is available for intra day trading in more than 60 stocks on
ICICldirect.com
• Helps to limit your loss through a Stop Loss Order
• Open Margin Plus positions can be closed any time before the End of
Settlement timings as specified by ICICldirect.com
• Auto Square off process to help you close your open positions at the End
of the Day.

How to place a Margin Plus order?

• Allocate the funds for trading in Equity segment.

• Select the link "Margin Plus order" on the trading page.
• Select the Buy/Sell option and the Stock for trading. (orders can be
placed only during market hours)
• The first Buy/Sell order can only be a market order.
• At the time of placing this order, also select a cover Stop loss trigger
order.

E.g. You Buy 100 shares of INFTEC at 3400, anticipating that the price would rise. At
the same time, you will be required to place a cover stop loss order. Say you decide your
stop loss price at 3330. You will then be required to state the limit price at say 5% lower
level i.e. Sell 1 00 INFTEC at 3230 limit price and 3330 Stop Loss Trigger Price.

Hence if your view goes wrong and the price of INFTEC moves down, your Stop Loss
order will be triggered at 3330 and will get executed at the best available price between
3330 and 3230.

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If your position is favorable, and INFTEC moves up to 3500, you can modify the Stop
Loss order to a market order and close your position.

4. Spot Trading: -This facility can be used only for selling your demat stocks which are
already existing in your demat account. When you are looking at an immediate liquidity
option, 'Cash on Spot' may work the best for you, On selling shares through "cash on
spot", money is credited to your bank a/c the same evening & not on the exchange
payout date. This money can then be withdrawn from any of the ICICI Bank ATMs.

• Currently offer S&P CNX NIFTY and CNX NIFTY JUNIOR scripts are available
in 'Cash on Spot'. The maximum limit of 'Cash on Spot' trades that you can enter
into on a daily basis is Rs 10, 00000.

5.BTST (BUY TODAY SELL TOMORROW): -Buy Today Sell Tomorrow (BTST) is
a facility that allows you to sell shares even on 15t and 2nd day after the buy order date,
without you having to wait for the receipt of shares into your demat account.

BTST is relevant for Investor when: -

1. If you have you ever missed making a huge profit because you had bought the
shares just one day back and you could not sell them as they were not credited
to your demat account?
2. If you have ever found that squaring off your cash based transactions within a
day is not profitable, as one days time does not allow realizing maximum
profit?
3. If you have ever thought of an intermediate option between cash and Margin
trades where in you could make profits on volatile shares within one or 2 days
of your buying them without a compulsory square off?
4. If you have ever faced any of the above situations, BTST® is for you.

6. CallNTrade®: Call Trade® allows you to call on a local number in your city & trade
on the telephone through our Customer Service Executives. This facility is currently
available in over 11 major states across India.

7. Trading on NSE/BSE: Through ICICI direct. com, you can trade on NSE as well as
BSE.

8. Market Order: You could trade by placing market orders during market hours that
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allows you to trade at the best obtainable price in the market at the time of execution of
the order.

9. Limit Order: Allows you to place a buy/sell order at a price defined by you. The
execution can happen at a price more favorable than the price, which is defined by you,
limit orders can be placed by you during holidays & non-market hours too.

TRADE IN DERIVATIVES:

FUTURES

1. Through ICICI direct.com, you can now trade in index and stock futures on the
NSE. In futures trading, you take buy/sell positions in index or stock(s)
contracts having a longer contract period of up to 3 months.

2. Trading in FUTURES is simple! If, during the course of the contract life, the
price moves in your favor (i.e. rises in case you have a buy position or falls in
case you have a sell position), you make a profit.

3. Presently only selected stocks, which meet the criteria on liquidity and
volume, have been enabled for futures trading.

OPTIONS

1. An option is a contract, which gives the buyer the right to buy or sell shares at a
specific price, on or before a specific date. For this, the buyer has to pay to the
seller some money, which is called premium. There is no obligation on the buyer
to complete the transaction if the price is not favorable to him.

2. To take the buy/sell position on index/stock options, you have to place certain %
of order value as margin. With options trading, you can leverage on your trading
limit by taking buy/sell positions much more than what you could have taken in
cash segment.

3. The Buyer of a Call Option has the Right but not the Obligation to Purchase the
Underlying Asset at the specified strike price by paying a premium whereas the
Seller of the Call has the obligation of selling the Underlying Asset at the
specified Strike price.

4. The Buyer of a Put Option has the Right but not the Obligation to Sell the
Underlying Asset at the specified strike price by paying a premium whereas the
Seller of the Put has the obligation of Buying the Underlying Asset at the
specified Strike price.
By paying lesser amount of premium, you can create positions under OPTIONS and take
advantage of more trading opportunities

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Investing in Mutual funds:

ICICldirect.com brings you the same convenience while investing in Mutual funds also -
Hassle free and Paperless Investing.

With the inclusion of Fidelity MF, you can now invest on-line in 19 mutual Funds
through ICICI direct.com. Prudential ICICI MF, JM MF, Alliance MF, Franklin
Templeton MF, Sundaram MF, Birla Sun Life MF, HDFC MF, Principal MF, UTI MF,
Reliance MF, Kotak MF, Tata MF, DSP Merrill Lynch MF, ING MF, CHOLA MF,
Deutsche MF, HSBC MF and Standard Chartered MF are the Mutual Funds available for
investment.

You can invest in mutual funds without the hassles of filling application forms or any
other paperwork. You need no signatures or proof of identity for investing.

Once you place a request for investing in a particular fund, there are no manual processes
involved. Your bank funds are automatically debited or credited while simultaneously
crediting or debiting your unit holdings.

You also get control over your investments with online order confirmations and order
status tracking. Get to know the performance of your investments through online
updation of MF portfolio with current NA V.

ICICldirect.com offers you various options while investing in Mutual Funds:

Purchase: You may invest/purchase Prudential ICICI MF, JM MF, Alliance MF,
Franklin Templeton MF, Sundaram MF, Birla Sun Life MF, HDFC MF, Principal MF,
UTI MF, Standard Chartered MF, Reliance MF, Kotak MF, Tata MF, DSP Merrill
lynch MF, ING MF, CHOLA MF, Deutsche MF, HSBC MF and Fidelity MF without
the hassles of filling application forms.

Redemption: In addition to giving hassle-free paperless redemption, ICICldirect.com

offers faster liquidity. You can redeem the mutual fund units through ICICI
direct.com. The money will be credited to your bank account automatically 3 days
after the order placement date.

Switch: To suit your changing needs you may wish to shift monies between
different schemes. You can switch your monies online from one scheme to another
in the same fund family without any hassles.

Systematic Investment plans (SIP): SIP allows you to invest a certain sum of
money over a period of time periodically. Just fill in the investment amount, the
period of investment and the frequency of investing and submit. ICICIdirect.com will
do the rest for you automatically investing periodically for you.

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Systematic withdrawal plan: This allows you to withdraw a certain sum of money
over a period of time periodically.

Transfer-in: You can convert your existing Mutual funds into electronic mode through
a transfer-in request.

IPOs and Bonds Online:

You could also invest in Initial Public Offers (IPOs) and Bonds online without going
through the hassles of filling ANY application form! paperwork.

Get in-depth analyses of new IPOs issues (Initial Public Offerings), which are about to hit
the market and analysis on these. IPO calendar, recent IPO listings, prospectus/offer
documents, and IPO analysis are few of the features, which help you, keep on top of the
IPO markets.

Schemes offered for opening Demate account

ICICI direct.com allows 3 in I account scheme for opening Demate account. In which
3 types of account will be opened.

1. Demate account
2. Trading account
3. Savings account in ICICI bank

In Surat Demate account will be opened in Athwelines branch and savings account
we can open in following any I branch and savings account will be opened at 0
balance.

• ICICI bank-Athwelines branch, Surat

• ICICI bank-Ring road branch, Surat
• ICICI bank-Adajan branch, Surat
• ICICI bank-varacha branch, Surat

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The following scheme will be offered for opening Demate account
SCHEME SCHEME AlC TYPE OF BTST 2YRS NOTES
CODE NAME OPENING AlC SCHEME AMC
CHARGES FREE
S-l Any kind 750 3 in 1 Yes No -
of general
customer
Sl3 Existing 750 3 in 1 Yes No -
alc holder
in ICICI
~ bank
S6I ICICI 500 3 in 1 Yes No -
group
employees
Sl7 ICICI has 1 3 in 1 Yes No -
tie up with
some A,
A+
companIes
Sl7A ICICI has 1 or 250 3 in 1 Yes No -
tie up with
some A,
A+
compames
S17B ICICI has 250 or 450 3 in 1 Yes No -
tie up with
some A,
A+
compames
S18 Offline 1 or 750 3 in 1 Yes No -
Demate
alc with
ICICI
bank
S22 The client 1 3 in 1 Yes No Products
have a like: -life
product of Insurance
ICICI ,
mutual
group fund,
home
loans,
general
Insurance
credit
card, gold
coin of 523
SLIBM-AHM gm
List A: - Pan card (compulsory)
List B: - bank pass book (nationalized bank only permitted),bank letter in case of icici
bank account holder , pass port, electricity bill, telephone bill.
List C: - voter id / driving licenece
List D: - mobile bill/ LIC premium receipts

If customer not able to present any kind of documents from list B then he/she has to
present list C + list D (both of combination)

Following documents attached with Demate account form: -

1. Annexure form
2. Declaration form
3. Scheme form
4. Pan card
5. Resident proof from list B or list C + list D
6. Cheques of 1 Rs or 750 Rs

The ICICldirect Advantages: -

A Unique 3-in-1 account that gives you:

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SLIBM-AHM
 1. Convenience: the 3-in-l accounts integrate your banking, broking and demat
accounts. This enables you to trade in shares without going through the hassles of
tracking settlement cycles, writing cheques and Transfer Instructions, chasing
your broker for cheques or Transfer Instructions etc.

2. Speed: You can now get the latest quotes of scripts on ICICIdirect.com and place
an order almost instantly.

3. Control: You can be assured that you have in fact placed an order at the price
you always wanted to, but may not have been able to do so till now. Thereby
giving you control over your own trades.

4. Independence: Instead of transferring monies to a broker's pool or towards

deposits, you can manage your own demat and bank accounts when you trade
through ICICIdirect.com.

Brokerage structure of ICICIdirect.com

The account opening charges for Idirect account is Rs. 750.

ICICIdirect.com provides savings account, trading account, demat account. In

which savings account has zero balance facility. And company also provides Debit
card for annual charges of Rs. 99 per card.

Following are the brokerage structure for different

products.

1. Cash transaction and BTST: -

Total eligible Brokerage (% of Brokerage (for Effective

turnover transaction value) squared off order) (for squared off
order)
Above 5 crores 0.25% Nil 0.125%
2 crores to 5 crores 0.30% Nil 0.15%
1 crores to 2 crores 0.35% Nil 0.175%
50 lakhs to 1 crores 0.45% Nil 0.225%
25 lakhs to 50 lakhs 0.55% Nil 0.275%
10 lakhs to 25 lakhs 0.70% Nil 0.35%
Less than 10 lakhs 0.75 Nil 0.375%

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The minimum value of the order that will be
accepted is 500rs.

2. Margin and margin plus: -

Total eligible turnover Margin and margin

Above 20 crores 0.03%
10 crores to 20 crores 0.035%
5 crores to 10 crores 0.04%
Less than 5 crores 0.05%

3.Cash on spot: - 1 %
4. Futures and options: -

Futures Options
Total eligible Brokerage Effective Total eligible Brokerage Effect
turnover (%of brokerage turnover (rupees) tive
transaction (for squared broke
value) off order) age
(for
squar
doff
order)
rupee
Above 20 crores 0.03% 0.015% Above 20 lakhs 65 32.5
10 crores to 20 0.035 0.0175 10 lakhs to 20 lakhs 70 35
crores
5 crores to 10 crores 0.04 0.02 5 lakhs to 10 lakhs 75 37.5
Less than 5 crores 0.05 0.025 2 lakhs to 5 lakhs 85 42.5
Less than 2 lakhs 95 47.5

SERVICE TRANSACTION TAX (STT)

STT at the rate of 0.125% of the turnover will be charged in addition to the
brokerage on all delivery trades.

STT at the rate of 0.025% of the turnover will be charged in addition to the
brokerage on non- delivery trades.

STT at the rate of 0.017% of the turnover will be charged in addition to the
brokerage on sell trades.

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Profile of the Organisation

3.1 DEPARTMENT/FUNCTIONAL AREAS

Infrastructure financing, corporate financing and retail have been the strong pillars of
ICICI's growth. They expect these to remain thrust areas in the future too. The financial
institution sees significant opportunities in the power sector, and in the rapid de-
regulation of the Telecom sector. On the retail side, ICICI has established a retail
franchisee through a physical presence across 42 cities. Its retail thrust has been on the
planks of technology enabled low cost distribution channels like the Internet, Call centers
and ATMs.
It occupies the number one position in automobile financing (over 20% of the market
share), number one in credit cards on an incremental basis. It also has a growing presence
in home finance and on-line trading.

ICICI BANK
ICICI Bank is a commercial banking outfit set up by the ICICI Group. The Bank was
registered a banking company on January 5th, 1994 and received its banking license from
the Reserve Bank of India on May 17th, 1994. The Bank has an authorized capital of INR
300crore (USD 75.96 million), of which subscribed and paid-up capital is INR 165 crore
(USD 41.78 million). The first ICICI Bank branch was started in Madras in June 1994.
The branches are fully computerized with state-of-the-art technology and systems. All of
them are fully networked through V-SAT (Satellite) technology. The Bank is connected
to the international SWIFT network since March 1995. ICICI Bank offers a wide
spectrum of domestic and international banking services to facilitate trade, investment,
cross-border business, and treasury and foreign exchange services. This is in addition to a
whole range of deposit services offered to individuals and corporate bodies. ICICI Bank’s
Infinity was the first Internet banking service in the country, and a prelude to banking in
the next millennium. Currently the Bank has around 150,000 customers.

ICICI VENTURE FUNDS MANAGEMENT COMPANY LIMITED

With the recent spurt in entrepreneurship in the country, venture capital and private
equity capital financing are fast attaining a role of prominence. Uniquely positioned to
take the Indian entrepreneur further is ICICI Venture Funds, the wholly owned subsidiary
of ICICI, with its keen understanding of the Indian Financial Markets, entrepreneurial
ethos, access to global capital and a network through influential global alliances. Strong
parentage and affiliates provide ICICI Venture with access to a broad spectrum of
financial and analytical resources. An affiliation with (Trust Company of the West)
provides a platform for networking Indian Companies to global markets and technology.
ICICI Venture Funds currently manages / advises 11 Funds aggregating US$ 400 million,

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making it the most significant private equity investor in the country. The investment
experience of ICICI Venture’s professionals is the foundation its strengths and success in
several areas of investing. ICICI Venture seeks to invest in opportunities where its
network through ICICI and TCW can create value for all involved. ICICI Venture’s
primary investment objective is capital investment through investments by way of equity
or equity-related securities in unlisted companies with significant growth potential. ICICI
Venture’s investments span a broad spectrum of industries and stages of development,
the investment focus being on

• Information Technology
• Biotechnology and Life Sciences
• Media and entertainment
• Retail Services

ICICI SECURITIES AND FINANCE COMPANY LIMITED

Formed in 1993 when ICICI’s Merchant Banking Division was spun off into a new
company, I-SEC today are India’s leading Investment Bank and one of the most
significant players in the Indian capital markets. Its client list includes some of the best
known, most respected names in Indian business and industry, and I-SEC offers them
what are probably the widest, most in-depth range of services in the market, with the
highest standards of professionalism. Backed by a strong distribution network, I-SEC is
acknowledged to be at the forefront of all new developments in the Indian debt market. I-
SEC Research Reports, Compendia, Updates, I-BEX and sovereign Bond Index, have
become industry standards, sought after by finance, business and reputed publications
alike. The Project Finance Group has helped take strategic projects from the drawing
board to financial closure, leveraging the expertise of parent organization. I-SEC has also
executed several assignments in M & A, including business valuations, spin-offs and
mergers, for both domestic and overseas clients. The range of products offered by i-SEC
includes:

• Corporate Finance – Mergers and Acquisitions, Equity, Bidding (especially for

Telecom Projects)

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 • Fixed Income – Primary Dealership, Debt Research

• Equities – Lend management, Underwriting, Syndication, Private Equity

placement, Sales, Trading, Broking, Sectoral and Company Research I - SEC
Continues to sustain a steady rate of growth by offering the most extensive range of
services combined with unrivalled standards of professionalism.

ICICI BROKERAGE SERVICES LIMITED

Set up in March 1995, ICICI Brokerage Services is a 100% subsidiary of I-SEC. It

commenced its securities brokerage activities in February 1996 and is registered with the
National Stock Exchange of India Limited and The Stock Exchange, Mumbai. We are a
joint venture between ICICI and the leading financial services provider in India, and
prudential plc of U.K., one of the finest Life insurance companies in the world. Together
we provide you with an extensive range of insurance products to suit your various needs
at various life stages. We aim to keep you covered, at every step in life. Their policies are
need-specific and address particular age groups. This means that no matter where in life
you are, we offer specific products to suit your needs for savings, protection and
retirement. Our products can be categorized into the following:

• Saving plans
• Protection plans
• Retirement plans

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ICICI PERSONAL FINANCIAL SERVICES LIMITED

ICICI Personal Financial Services Limited (ICICI PFS), formerly ICICI-Credit, was one
of the first four companies to obtain registration as a Non-Banking Financial Company
(NBFC) from the Reserve Bank of India (RBI) on September 10, 1997 under the new
section 45IA of the Reserve Bank of India Act, 1934. During the year 1998-99, there was
a significant shift in the Company’s operation from leasing to hire purchase to
distribution and servicing of all rental products for the ICICI Group. It is now a focal
point for marketing and distribution of all rental asset products for ICICI, including auto
loans, consumer durable finance and other financial products. The Company has thus
become part of ICICI’s retail strategy aimed at offering a comprehensive range of
products and services to retail customers. In view of this reorientation of the business, the
name of the Company was changed from ICICI Credit Corporation to ICICI Personal
Financial Services Limited (ICICI PFS) effective March 22, 1999.

ICICI CAPITAL SERVICES LIMITED

ICICI Capital Services Ltd. was incorporated in the name of SCICI Securities Ltd. on
September 24, 1994 as a wholly owned subsidiary of erstwhile SCICI Ltd. with the
objective of providing stock broking services to the institutional clients and undertaking
activities such as underwriting, primary market placements & distribution industry &
company research etc. After the amalgamation of SCICI with ICICI effective from April
1, 1996, resulting in the change of the name. The company is mandated, under review by
ICICI, to carry out on its behalf the retail resource raising activities and to provide front
office services related to all retail and semi retail liability products of ICICI. The
company also operates the network of ICICI Centers being set up by ICICI. As on date
the company has set up 91 centers across the country.

ICICI INFOTECH

ICICI InfoTech is a leading provider of end-to-end IT solutions. We have an in-depth

experience of having worked on varied technologies with leading corporations
worldwide. Our service portfolio includes the following:

 IS & IT Consulting

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  Software Design and Development
 Enterprise Application Integration
 Value Chain Management Solutions (SCM, CRM etc.)
 Application Re-engineering and Management
 Knowledge Management Solutions
 Embedded System Applications
 Technology Incubation, IT-enabled Services & IT Outsourcing

ICICI Capital Ltd.

Its products are

 RBI Bonds
 E-invest (ICICI Direct.com)
 Fixed Deposits
 Mutual Funds
 Bonds
 Demat
 Equity IPO

ICICI DIRECT.COM (ONLINE SHARE TRADING):

ICICI Direct.com is a truly online share-trading site. Which means that from the time
you punch in a buy or sell trade on your computer to the final settlement in your account,
everything happens completely online? The 3-in-1 e-invest account integrates your
brokerage, bank and one or more depository accounts to make sure that you can do the
otherwise cumbersome share trading from the comfort of your home or office, at
absolutely any time of the day or night

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SLIBM-AHM
3.2 PERFORMANCE AND OPERATIONS

The Sales turnover of the Company during the year was Rs.2,602 million.
There is a decrease of 4% from the previous year. Decline in the sale of Carburettors for
two wheelers and four wheelers had contributed to the overall sales downturn though the
Company has improved the sale of MPFI parts to passenger cars.

The profit after tax of the Company for the year under review is Rs.377
million Due to inclusion of an extraordinary profit of Rs.250 million on sale of
investments, the Profit after Tax has registered an increase of 42% compared to previous
year. The profit from the manufacturing activities of the Company is lower mainly due to

a. price reduction offered to customers

b. increase in the input and raw materials cost

c. a particular customer in the two wheeler market witnessed a steep decline in the sale of
a model for which UFSL is supplying the Carburettors

Key Ratios 2005-06 2004-05

Net Profit Ratio (PAT/Sales) 14.49 9.49 Net Profit Ratio (PAT/Net worth) 22.21 18.13
Current Ratio (Current Assets/Current Liabilities) 1.67:1 2.55:1 Debt - Equity Ratio
0.47:1 0.04:1 Debtors Turnover (Debtors/Gross Sales) 1.18 Months 1.25 Months
Creditors Turnover (Creditors/Purchases)1.86 Months 1.59 Months Dividend Pay-out
Ratio 17 15.37

. 3.3 SWOT ANALYSIS OF THE COMPANY:

Strengths

1. Management philosophy and commitment to maximize shareholders returns

2. Upgraded product design and development facilities to develop new products and aid
diversification

3. Ongoing activities to support up gradation of operational performance and rise in

productivity

4. Team of talented and committed professionals available to improve companies

performance Weakness

1. Competition from cheap imports

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SLIBM-AHM
2. Low customer base

Opportunities

1. UFSL has initiated development of products for diesel application. This will provide
tremendous scope for diversification and growth

2. Acquisition of AMTEC to provide opportunities to access global OEMs

3. Opportunity to support AMTECs operations by supplying products from India

4. The introduction of new emission norms will provide UFSL opportunity to develop
injection systems and thereby upgrade the status of the company from product to system
supplier.

Threats, Risks & Concerns

1. Constant pressure to be cost competitive to meet customer expectations

2. Relentless pressure to maintain profitability due to rising input/raw material prices

3. Increasing popularity of alternative fuel vehicles, such as Hybrid, Hydrogen powered,

CNG and LPG vehicles poses new challenges for the company

3.4 FUTURE PROSPECTS AND PLANS OF THE ORGANIZATION

For ICICI the past half has been a trying period more so because of the adverse
environmental conditions such as the depressed equity markets and the volatile currency
markets. However, its retail thrust and a perceptible shift in financing from
manufacturing projects to corporate finance will put it in good stead for the quarters to
come. Its growing importance in the telecom and infrastructural sectors, which have huge
potential, will be a key driver of growth for the future

33
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BOARD OF DIRECTORS OF ICICI SECURITIES LIMITED
ICICI SECURITIES PRIMARY DEALERSHIP LIMITED
 Mr.S.Mukherji,chairman
 Nitin Jain,Managining irectore & CEO
 Ms.Vishakha Mulye
 Mr.A.Murugappam
 Mr.Subir Saha
 Mr.Uday Chitale

ICICI SECURITIES LIMITED

 Mr.K.V. Kmath, Chairman
 Mr.S. Mukherji, Managinig Directore & CEO
 Ms. Kalpana Morparia
 Mr.V. Vaidyanathan
 Mr.Nitin Jain
 Mr.Paresh Shah
 Mr.Uday Chitale

ICICI Securities Holdings,Inc.

 Mr.Gopakumar P.
 Mr.Nitin Jain
 Mr.Subir Saha
 Mr.A.Murugappan

ICICI Securities INC.

 Mr.Gopakumar P.,Presiddent
 Mr.Nitin Jain
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SLIBM-AHM
  Mr.Subir Saha
 Mr.A.Murugappan
 Mr.Anup Bagchi

What is all about ICICI securities limited?

General Information

Name :ICICI SECURITIES LIMITED

HEAD OFFICE :ICICI SECURITIES LTD.

2ndFLOOR,STANROSE HOUSE
APPASAHEB MARATHE MARG
PRABHADEVI MUMBAI-400025

TYPE OF BUSINESS :LIMITED COMPANY

PHONE NO :+91 22 6651 1200

FAX NO :+91 22 6651 1451

WEB SITE : www.icicisecurities.com

www.icicidirect.com

BRAND NAME FOR ONLINE TRADING:

35
SLIBM-AHM
CHIEF EXECUTIVE OFFICER : ANIL KAUL

BRANCH IN WHICH TRAINING PERSUDED: BABUBHAI CHAMBERS-1-2-3

ATHWAGATE,
OPP. lOLLY PLAZA
B/H ASIAN SKY SHOP
SURAT

HEAD OF THE BRANCH :SUBHENDU DAS (AREA MANAGER)

Integrated Equity Solutions Provider

 Among the top branded retail service providers

 Multi – channel access to clients

 Tailor made research and products

 Depository Services

 Derivatives

 Innovative product for enhanced performance

 Best research team in the world

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 About ICICI SECURITIES LIMITED

• ICICI securities ltd named its online division as ICICI direct.com and it is into retail
Broking
• The business of the company overhauled 6 years ago in 2002.

• It acts as a discount brokerage house to a full service investment solutions provider

• It has specialized research product for the small investors and day traders

• Largest chain of Total centers office 356, Region office 23, Total hub office 46, 150
education workshop, and offices in 860 cities all across India.
• Leading player today with

• The site was also launched in 2002 and named it as www.icicidirect.com

• It offers its customers with the trade execution facilities on the NSE and BSE, for
cash as well as derivatives, cash, margin trading, margin plus, BTST (buy today sell
tomorrow), cash on spot, IPOs, mutual funds, Gal bonds, postal services, insurance of
icici group (icici prudential life insurance and icici Lombard general insurance).
• ICICldirect.com is a India's first largest B2C Ecommerce site.

• First to launch: -

1. Digitally signed contract notes in India.

2. Online IPOs in India

• Leader in online trading in India (largest number of clients, transactions, products.

• Safest transaction capabilities varisign (secured stock layer with 128-bit enruption.

• Seamless trading environment (completely online integrated offering)

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AWARDS AND ACHIEVEMENTS

1. ICICI direct.com is awarded the " Most Preferred Brand in Financial Advisory
Services" in the CNBC awaaz consumer Award 2007. The Nielsen Company
conducts this survey -worlds foremost market research firm conducted study covering
more than 10000 consumers across 42 segments in 21 cities and 13 small towns in 14
states across India.

2. IBA (INDIAN BANK ASSOCIATION) business technology awards 2006 for

improved customer experience and to gain competitive advantage are recognized for
awards.

3. IBA (INDIAN BANK ASSOCIATION) business technology awards 2007 for best
online trading platform provide

4. Fast web genius of the web awards 2007 for online trading.

5. Out Look Money NDTV Profit award 2007 for Best ebrokerage.

6. TXAI- highest broker ranking by CRISIL- ability to ICICI direct to servIces capital
market broking transactions is highest.

7. Awarded Asia's first web seal by KPMG a seal of assurance awarded to companies in
the Internet world with control conscious business operations.

8. ICICI direct has the largest number of customers- SEBI

9. ICICI direct's transparency, ease of trading and technology initiatives has made in the
leader in Indian online trading market- capital market.

10. " The Largest Online broker by customer trades and market share - BUSINESS
INDIA.

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 SEVEN P'S OF ICICI securities limited

./ PRODUCT

Product Variety
ICICI securities limited offer 3 in 1 online trading accounts for its customers specially
designed according to their volume in share trading. Those 3 varieties are:
• Trading account
• Demate account
• Savings account
Quality
User Friendly, attractive & colorful Website.

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SLIBM-AHM
Design
The website of ICICI securities limited namely www.icicidirect.com has been specially
designed to facilitate its users to buy and sell shares in an instant at anytime and from
anywhere they like. The site is user friendly allowing even a layman to easily operate
without any hassles.

Brand Name
The company as a whole in its offline business has named itself as ICICI securities
limited. The company has preferred to name themselves under a ICICI group company

But in its online division started since 2000, the company preferred to name itself as
"ICICIDlRECT.COM". The Brand Name "ICICIDlRECT.COM" itself suggests the
business in which the company is dealing so that the consumer could easily identify the
product or service category.

Services
ICICI securities limited offers its customers, depository services and trade execution
facilities for equities, derivatives and commodities backed with investment advice
tempered by decades of broking experience. The teams of its dedicated analysts are
constantly at work to track performance and trends.

../ PRICE

+ : List
+ Price
Online opening charges: - 750 Rs.
Annual maintenance charges: - 500 Rs. Per annum .

./ PROMOTION

Online share trading is totally a new concept in Indian Market. Generally investor doesn't
like to come out from conventional way of share trading. ICICI securities limited have
introduced this product in India. The concept and Product are still new in the market.
Therefore the company has undertaken extensive promotion campaign to create
awareness about the product. ICICI securities limited adopt the following tools for
promoting the product.

+ : Advertising
+

Company advertises its product through TV media on channels like CNBC, Print Media-

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SLIBM-AHM
in leading dailies and outdoors media. It advertises itself as an innovative Brand for
online trading. Besides attractive and colorful brochures as well as posters are used
giving full details about the product. Mails are sent to people logging on to sites like
moneycontro1.com and rediff.com.Also; stalls are opened up now and then at places
where prospective customers can be approached.

+ : Sales
+ Promotion
The Company offers account opening charge Rs.1 instead of Rs.750 for corporate
accounts (more than 20 accounts) for companies like Essar, Reliance, and Kribhco, ongc
etc.

+ : Sales
+ Force

The Company has an aggressive sales force, which is given incentives, based on their
sales. The sales force is given intensive training continuously to their agents every week
on Tuesday.

+ : Seminar
+

The Company also arranges seminar in corporate world for creating awareness about the
product. Recently, it had organized for a seminar in Ongc, Reliance, Kribhco, Pantaloon,
Bigbazar, and GEB etc.
.:. Direct Marketing

Company emphasizes more on direct marketing, as many people are still not aware of
this new way of smart trading. For this, the company recruits and trains sales
representatives so as to explain the product and solve customer queries related to the
product. This is the most effective way to communicate the three-in-one concept which
company offers .

• :. Telemarketing

This is another promotional tool company is using to boost up its sales. For this, the
company collects the database of the people belonging to different professional segments
.

./ PLACE

.:. Channels
ICICI securities limited uses various channel alternatives to reach to its customers
through
~ Internet

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 ~ T ele Marketing
~ Retail Share Shops
~ Franchisee Owners
~ Power Brokers
~ Sales Force

.:. Coverage

Access to the website from any part of the globe .

• :. Locations
ICICI securities limited have the largest chain of retail share shops in India. It has centers
office 356, Region office 23, Total hub office 46, 150 education workshop, and offices in
860 cities located in all over India like Pune, Thane, Chennai, Kolkatta, Bangalore,
Luckhnow, Darjleeng, Kanpur, Baroda, Midnapore, Surat, Delhi, Gaziabad, Hydrabad,
Allahbad, etc

./ PEOPLE

.:. Employees
~ Selection: Employees are selected on the basis of their experience and
qualification as applicable to the job.
~ Training: Intensive training is provided to the employees till a week
once they join and even at times required after that.
~ Motivation: The employees are motivated through incentives they are
provided .

• :. Research Team

ICICI securities limited has a team of dedicated analysts who have years of working
experience in the industries that they track, and a proven track record in using their
knowledge of the investment science to deliver results .

• :. Customers

The heart ofICICI securities limited is really treated loyally like the kings. The customer
care, which comprises of highly trained executives operating from 9:30 to 8:00 p.m .

42
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 ../ PHYSICAL EVIDENCE

.:. Locality of the office:

In Surat, three franchise outlets are located in posh areas like Athwagate, Ring road, and
Cinema road. And more offices are opened soon .

• :. Office Environment:
The ambience within the office is what can make the customer feel comfortable in
trading. The cordial and friendly atmosphere at office is like a full time motivation for the
employees

./ PROCESS

.:. In this service organization, the ways in which the customers receive delivery of the
service constitutes the process. Here, the process involves adding 'value' or 'utility' so
that the customers get full satisfaction for the money spent by them .

• :. Here the process begins from the step when customer wants to open online trading
account and ends when his account is actually activated .

• :. All Indian residents and NRI are eligible to avail this service .

• :. Customers can open online trading account by filling a single application form.

Our Fixed Income team for the last two years (CY 2004 and 2005) has been adjudged the
“Best Bond House” in India by both Asiamoney and Finance Asia. The equities team was
adjudged the ‘Best Indian Brokerage House-2003’ by Asiamoney. The Corporate Finance
team, according to Bloomberg topped the M&A league tables in 2003.

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PROBLEM ANLYSIS:

4.1 STATEMENT OF THE PROBLEM

Online trading and Demat are the two emerging concepts in the stock market.
It involves personal factors, technical factors, business factors and economic factors. The
interplay of these factors on stock market requires a deep study about the pattern process
and procedures and performance. This study is intended to identify the various concepts
about demat and the online trading and its way of functioning
ICICI provisions are not exposing to its customers extensively. Hence in this report an
attempt has been made to link the potential customers and the ICICI Direct .Com

4.2 OBJECTIVES OF THE STUDY

Every company has a particular goal. A study without objectives can not reach the
destination. My project work programme was also directed to some particular targets
and the main objective of the study are as bellow;

 Study of ICICI Direct.com (online share trading)

 Study of dematerialization in ICICI Capital Ltd.
 Customers satisfaction and awareness of ICICI Capital Services Ltd.

4.3 SCOPE OF THE STUDY:

Globalization of the financial market has led to a manifold increase in investment. New
markets have been opened; new instruments have been developed; and new services have
been launched. Besides, a number of opportunities and challenges have also been thrown
open.

44
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RESEARCH DESIGN OF THE STUDY

The study is based on survey technique. The study consists of analysis about customer’s
awareness and satisfaction of ICICI Capital Ltd. For the purpose of the study customers
100 are picked up and their views solicited on different parameters. The methodology
adopted includes

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

Personal interviews and informal discussions were held with ICICI Capital Ltd.
customers to ascertain the awareness and satisfaction level. Further applying simple
statistical techniques has processed the data collected.
SOURCES OF DATA :

 Primary data: Questionnaire

 Secondary data: are published materials such as periodicals,

journals, news papers, and website.

SAMPLING PLAN:

 Sampling since segment wise investors in ICICI Capital Ltd. are not available for the
overall customers was considered for the study. 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 of ICICI Capital services Ltd.

 Sampling size: A sample of hundred was chosen for the purpose of the study. Sample
considers of small investor, large investors and traders of ICICI Capital Ltd.

 Sampling Methods: Probability sampling requires complete knowledge about all

sampling units in the universe. Since due to time constraint non-probability sampling
was chosen for the study.

 Sampling procedure: From large number of customers of ICICI Ltd. were randomly
45
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 picked up.

 Field Study: directly approached respondents.

4.4 DATA COLLECTION INSTRUMENT

COLLECTION OF DATA THROUGH QUESTIONNAIRES:

The data collected for the study purpose is through questionnaires. Hundred customers of
ICICIdirect.com have been selected randomly for the study purpose and then the
information revealed from the customers is analyzed and interpreted in the study.

ORGANISATION OF FIELD WORK

Initial field work has done for pre testing tools for data collection. The
data is collected through the direct interaction with the ICICI’s customers through
questionnaires answered by them. hundred customers of ICICI were randomly chosen
for the purpose of the study in Surat.
.

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4.5 LIMITATION OF STUDY

 Since sample size is only 100, which is not a true representative of the population as a
whole.

 Since segment wise investors is not available in ICICI Capital Ltd. Overall concept is
taken for the study.

 Information is partly based on secondary data and hence the authentic of the study
can be visualized and is measurable.

 Level of accuracy of the results of research is restricted to the accuracy level with
which the customers have given their answers and the accuracy level of the answers
cannot be predicted.

DATA ANALYSIS AND INTERPRETATION

Table No. 5.1 Customers’ preference over other depository services in ICICI
Direct.com

Attributes No. of Persons Percentage

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Quality Service 50 50

Safety 20 20
Reach 12 12
Vast variety of Service 4 4

Nothing in Particular 14 14

Chart No. 5.1 Percentage of customers’ preference over other depository services in
ICICI Direct.com.

14%
4%
12%
50%
20%

Q u a lit y S e r v ic e S a f e t y R e ach
V a s t v a r ie t y o f S eNr vo ic
t hein g in P a r t ic u la r

From the above showing statistics it is observed that in the survey 50% customers justify
that ICICI capital Ltd. providing quality services as compare to other depository services

Table No. 5.2 Different types of investors having ICICI Direct.com.

Small Investors Long term investors Traders

32
58 10

48
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Chart No. 5.2 Percentage of investors having ICICI Direct.com.

10%

32% 58%

S m a ll I n v e s t Lo or sn g t e r m in v e sT tr oa rdse s

The above table shows that out of 100 customers, 58 customers are small investors and
32 customers are long term investors.

Table No. 5.3 Number of availed of the services in ICICI Direct.com.

Schemes/Services No of Persons Percentage

ICICI Direct.com 32 32

Settlement 9 9

49
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Transmission of Securities 23 23

New Services
Sell 'N' Cash 5 5

Mutual funds 31 31

Chart No. 5.3 Percentage of availed of the services in. ICICI Direct.com

ICICIDirect.com
9%
5% Settlement
32%

Transmission of
Securities
23%
Sell 'N' Cash

31%
Mutual funds

Table No. 5.4 Number of customers aware of services offered by ICICI Capital
Ltd.

Schemes/Services No of Persons Percentage

ICICIDirect.com 100 100

50
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Settlement 70 70
Transmission of Securities 64 64
New Services
Sell 'N' Cash 56 56

Mutual Fund 18 36

Loans Against de-mat shares 24 48

Chart No. 5.4 Percentage of customers aware of services offered by ICICI Capital
Ltd.

No of Persons

ICICIDirect.com

Settlement
13%
26%
10% Transmission of
Securities
Sell 'N' Cash
15%
19%
17% Mutual Fund

Loans Against demat

shares

Table No. 5.5 Customer’s awareness of the new services offered by ICICI
Direct.com

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Through
News Paper/
ICICI Broker Agents Others
Magazines
Direct.Com
50 10 8 32 0

50% 10% 8% 32% 0

Chart No. 5.5 Percentage of customer’s awareness of the new services offered by
ICICI Direct.com

6%
34%
34%

14% 12%

Through ICICI Ltd. News Paper/Magazines Broker Agents Others

According to the survey 50% customers know the services through ICICI and 32%

through ICICI agent

Table No. 5.6 Customer’s first source of awareness

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Through
News paper /
ICICI Broker Agents Others
Magazines
Direct.Com
34 12 14 34 6

34% 12% 14% 34% 6%

Chart No. 5.6 Percentage of customer’s first source of awareness

Through ICICI
Direct.Com
6% News paper / Magazines
34%
34%
Broker

Agents
14% 12%
Others

According to the survey the first source of information is ICICI Direct.Com itself and the

agents.

Table No. 5.7 Customers’ satisfaction of the services of ICICI Direct.Com

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 Neither
Mostly Mostly
Satisfied Satisfied / Unsatisfied
Satisfied Unsatisfied
Unsatisfied

64 24 10 2 0

64% 24% 10% 2% 0

Chart No. 4.7 Percentage of customers’ satisfaction of the services of ICICI

Direct.Com

2%

10%
0%

24%

64%

S a t i s f ie Md o s t ly S a t i s Nf iee wd i t h e r S a t i s f i e d / U nMs oa st ist l yf i eU dn s a t i Us nf i se ad t i s f ie d

According to survey 64% of customers are satisfied with the services of ICICI Direct
.com and 24% are mostly satisfied. Then we can say that ICICI Direct.Com offers quality
service that touches customers’ satisfaction level.

Table No. 5.8 Customers’ satisfaction of the Demat services of ICICI Direct.Com

Neither
Mostly Mostly
Satisfied Satisfied / Unsatisfied
Satisfied Unsatisfied
Unsatisfied
46 22 16 12 4

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46% 22% 16% 12% 4%

Chart No. 5.8 Percentage of customers’ satisfaction of the Demat services of ICICI
Direct.Com

12%
4%
16% 46%

22%

S a t is f ie d M o s t ly S a tis f ie d
N e i t h e r S a t i s f i e d / U n sMaot isstfliye Ud n s a t i s f i e d
U n s a t is f ie d

According to the survey 46% are satisfied with the Demat Services of the ICICI Capital
Ltd. 12% of the customers are not satisfied. So we can say ICICI Direct.Com offers
quality services in Demat section also.

Table No. 5.9 Customers’ satisfaction with the purchase and sales of ICICI
Direct.Com

Neither
Mostly Mostly
Satisfied Satisfied/ Unsatisfied
Satisfied Unsatisfied
Unsatisfied

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40 26 14 8 12

40% 26% 14% 8% 12%

Chart No. 5.9 Percentage of customers’ satisfaction with the purchase and sales of
ICICI Direct.Com

12%
8% 40%

14%
26%

S a ti sfi e d M o stly S a ti sfie d

N e i t h e r S a ti s f i e d / U Mn soasttilsyfi Ue nd s a t i s fi e d
U n sa tisfie d

According to the survey only 40% of the customers are satisfied with Purchase and Sales
of ICICI Direct.Com. So we can say purchase and sales section ICICI Direct.Com
unsatisfied the customers.

Table No. 5.10 Customers’ satisfaction with the transmission of securities of ICICI
Direct.Com

Neither
Mostly Mostly
Satisfied Satisfied/ Unsatisfied
Satisfied Unsatisfied
Unsatisfied

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30 22 32 12 4

30% 22% 32% 12% 4%

Chart No. 5.10 Percentage of customers’ satisfaction with the transmission of

securities of ICICI Direct.Com

12% 4%
30%

32%
22%

S a t is f i e Md o s t ly S a t is Nf iee itdh e r S a t is f i e d / U nMs ao tsi st lyf ieUdn s a t isU nf ies ad t i s f ie d

According to the survey 30% of the customers are satisfied and 22% of the customers are
mostly satisfied with the transmission of securities of ICICI Direct.Com. So we can say
that ICICI Direct.Com unsatisfied the customers in case of transmission of securities of
the customers.

Table No. 5.11 Customers’ satisfaction with the sell of their securities in cash

Neither
Mostly Mostly
Satisfied Satisfied/ Unsatisfied
Satisfied Unsatisfied
Unsatisfied
70 20 10 0 0

70% 20% 10% 0 0

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Chart No. 5.11 Percentage of customers’ satisfaction with the sell of their securities
in cash

0%
10%
0%
20%

70%

S a t is f ie dM o s t ly S a t is fNiee dit h e r S a t is f ie d / U n sMa toiss ft ie

ly dU n s a t isUfniesda t is f ie d

According to the survey 70% of the customers are satisfied with the sell in cash system of
ICICI Capital Ltd. So we can say that ICICI Direct.Com satisfied the customers with the
sell of customers’ securities in cash.

Table No. 5.12 Customers’ satisfaction with the mutual fund service of ICICI
Capital Ltd.

Neither
Mostly Mostly
Satisfied Satisfied/ Unsatisfied
Satisfied Unsatisfied
Unsatisfied

38 34 24 4 0

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38% 34% 24% 4% 0

Chart No. 5.12 Percentage of customers’ satisfaction with the mutual fund service of
ICICI Capital Ltd.

4%
0%
24%
38%

34%

S a tis f ie dM o s tly S a tis f Nieedith e r S a tis f ie d / U n s Ma tis

o s ftly
ie dU n s a tis Uf ien sd a tis f ie d

According to the survey, 38% of the customers are satisfied with the Mutual fund
services of ICICI Capital Ltd. So we can say that customer’s tendency is that they believe
that Mutual Fund and Shares are performing as the same in the primary and secondary
market and the mutual fund is the safest way to invest in the market.

Table No. 5.13 Customers’ satisfaction with the trading demos provided by the
ICICI Capital Ltd.

Neither
Mostly Mostly
Satisfied Satisfied/ Unsatisfied
Satisfied Unsatisfied
Unsatisfied

52 24 20 4 0

52% 24% 20% 4% 0

Chart No. 5.13 Percentage of customers’ satisfaction with the trading demos
provided by the ICICI Capital Ltd.

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 4%
20% 0%

52%
24%

S a ti sfi e d M o stl y S a ti sfi e d

N e i th e r S a ti sfi e d / U n saMti osfistle yd U n sa ti sfi e d e
U n sa ti sfi e d

According to the survey 52% of the customers are satisfied with the Trading Demos that
are conducted by the ICICI Capital Ltd. 24% are mostly satisfied. So we can say that
ICICI customers are attending the demo programmes and the ICICI employees can able
to solve the queries of the customers.

Table No. 5.14 Customers’ satisfaction with the periodic receipts and holding
statements of ICICI Direct.Com

Neither
Mostly Mostly
Satisfied Satisfied/ Unsatisfied
Satisfied Unsatisfied
Unsatisfied

20 18 16 32 14

20% 18% 1 4 % 16% 20% 32% 14%

Chart No. 4.14 Percentage of customers’ satisfaction with the periodic receipts and
holding statements of ICICI
1 8 Direct.Com
%
32%
16%

60
S a t i s f i e Md o s t l y S a t i s Nf iee itdh e r S a t is f i e d / U n Ms ao tsist lfyi eUdn s a t isU nf ies ad t is f i e d
SLIBM-AHM
According to the survey, the 20% customers are satisfied and 18% customers are mostly
satisfied with the periodic receipts and holding statements of the ICICI Direct.Com. So,
we can say that most of the customers are unsatisfied with this service of ICICI
Direct.Com.

Table No. 5.15 Customers’ satisfaction with the telephonic enquiries of ICICI
Capital Ltd.

Neither
Mostly Mostly
Satisfied Satisfied/ Unsatisfied
Satisfied Unsatisfied
Unsatisfied
16 48 12 14 10

16% 48% 12% 14% 10%

Chart No. 5.15 Percentage of customers’ satisfaction with the telephonic enquiries of
ICICI Capital Ltd.
10% 16%
14%

12%
48%

S a tisfie d M ostly S a tisfie d

Ne ithe r S a tisfie d/ Unsa tisfieM
d ostly Unsa tisfie d 61
SLIBM-AHM Unsa tisfie d
According to the survey, 48% of the customers are mostly satisfied and 16% of the
customers are satisfied. So, we can say that most of the customers are satisfied with the
telephonic service of ICICI Capital Ltd.

Table No. 5.16 Customers’ satisfaction with the co-operation by the staff of ICICI
Capital Ltd.

Neither
Mostly Mostly
Satisfied Satisfied/ Unsatisfied
Satisfied Unsatisfied
Unsatisfied
32 46 4 14 4

32% 46% 4% 14% 4%

Chart No. 5.16 Percentage of customers’ satisfaction with the co-operation by the
staff of ICICI Capital Ltd.

14% 4%
32%
4%

46%

S a t is f ie M
d o s t ly S a t is Nf iee itd h e r S a t is f ie d / U n sMa ot iss tf ly
ie dU n s a t isUfnies da t is f ie d

62
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According to the survey, 32% of the customers are satisfied and 46% of the customers are
mostly satisfied with the co-operation by the staff of ICICI Capital Ltd. So, we can say
that most of the customers are satisfied with the co-operation by the staff of ICICI Capital
Ltd.

Table No. 5.17 Customers’ satisfaction with the tariff structure of ICICI Direct.Com

Very High High Reasonable Low Very Low

12 14 72 2 0

12% 14% 72% 2% 0

Chart No. 5.17 Percentage of customers’ satisfaction with the tariff structure of
ICICI Direct.Com

0% 12%
2%
13%

73%

V e r y H ig hH ig h R e a s o n a b leL o w V e r y L o w

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According to the survey, the tariff structure of ICICI Direct.Com is reasonable.
Customers told me that the brokerage of 0.75% is reasonable because it is the only
organization which deals with the primary and secondary market both. ICICI Direct.Com
also has many investment options than any other organization.

Table No. 5.18 Customers’ satisfaction when dealing with the problems through
ICICI Direct.Com

Schemes / Services No of Persons Percentage

Frequent reminders are given to
ICICI Direct.com for update the 24 24%
information
Irregular receipt of Holding /
22 22%
Transaction statements
Improper format of Holding /
16 16%
Transaction statements
Improper attention given to the
14 14%
enquiries
Billing problem 10 10%

Inadequate information 14 14%

According to the survey, 12 persons are not satisfied with the frequent reminders which
are given to the ICICI Direct.Com for update the information, 11 persons are not satisfied
with the irregular receipt of holding or transaction statement, 8 persons are not satisfied
with the format of holding or transaction statements, 7 persons are not satisfied attention
given to the enquiries, 5 persons are not satisfied with the billing system and 7 persons

64
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are not satisfied with the information provided by the ICICI Direct.Com. So, we can say
that these systems should be changed or modified by the ICICI Direct.com.

Table No. 5.19 Customers’ rating of the services of ICICI Direct.Com

0 0 18 28 4 0

0% 20% 40% 60% 80% 100%

0 0 36% 56% 8% 0

Chart No. 5.18 Percentage of customers’ rating of the services of ICICI Direct.Com

8% 0%
36%

56 %

1 2 3 4 5 6

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According to the survey 56% of the customers said that ICICI Direct.Com services are
providing only 60% of its services to its customers. So we can say that ICICI Direct.Com
services should be increased to please its customers.

Table No. 5.20 Customers’ preference for ICICI Direct.Com over its competitors

Quality Nothing in
Rates charged Safety Reach
Service Particular

52 10 24 8 6

52% 10% 24% 8% 6%

Chart No. 5.19 Percentage of customers’ preference for ICICI Direct.Com over its
competitors

8% 6%

24% 52%
10%

Q u a lit y S e r v icRea t e s c h a r g eNdo t h in g in P a r t ic Su alaf re t y R e a c h

According to the survey 52% of customers justify their preferences for ICICI Direct.com
for quality services, 10% for rates charged and 8% for safety. So, we can say that ICICI
Direct.Com provides quality services than its competitors. But in case of rate charges and
safety ICICI Direct.Com is behind its competitors.

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Table no. 5.20 Customers’ awareness of the products of ICICI Capital Ltd.

Products Tick %
ICICI Bonds 100 100

ICICIDirect.com 90 90

Mutual Fund 78 78

Equity IPO 74 74

Fixed Deposit 88 88

RBI Bonds 82 82

Chart No. 5.21 Percentage of Customers’ awareness of the products of ICICI

Capital Ltd.

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 44 41

50

37

39 45

ICICI Bonds ICICIDirect.com Mutual Fund

Equity IPO Fixed Deposit RBI Bonds

According to the survey most of the people know all the products of ICICI Capital
Services Ltd. Only the customers do not know few products. 100% awareness is feasible
in case of ICICI Bonds and 90% in case of ICICI Direct.com.

FINDINGS & CONCLUSION

6.1 FINDINGS

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  ICICIdirect.com customers are more satisfied with the quality services.
Holding securities in electronic form gives some far-reaching advantages to the
investors.

 ICICIdirect.com offers a wide choice of products for investing in the stock

market. It allows to invest in shares, mutual funds and other financial products.
With ICICIdirect.com one can manage own de-mat and bank accounts directly
and independently.

 The depository participant will allow an investor to trade through any broker of
his choice registered with the stock exchanges connected with National Securities
Depository Ltd, what will have to provide the details of investor’s account with
Depository Participant.

 Investor can click to get online information on their open orders and traders i.e.
orders that are routed to exchange are waiting in the queue to be executed can be
viewed for their status.

 Transaction details for the traders done in the last month are available online.

 Printed account statements too are available for earlier.

6.2 SUGGESTIONS

 Some customers feel that they are trained for ICICI Direct.Com demo. Many
customers feel that batch of 15 are good for ICICI Direct.Com training.

 Survey reveals that most of the customers are not aware of the service of the Mutual
Fund. ICICI Capital Services Ltd. and the normal tendency of the customer are both
investing in shares and in Mutual Funds are one and the same. So for this ICICI
Capital Services Ltd., should create an awareness of what exactly mean by Mutual
Funds and all other services of ICICI Capital Services Ltd.

 After getting the printouts of the holding statement, dispatch of the same should be
taken place with no delay and this can be cross verified with the sender (dispatch
section).

 Customers are facing over crowding, non-availability of telephone lines, so proper

measures should be taken to overcome these problems.

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 The ICICI official should conduct regular training demo classes for the new account
holders.

6.3 CONCLUSION

• Icici direct.com is performing very well in the field of online share trading
business and having very good administration also.
• Each departments doing their job very well comparing to the standard
performance fixed by the management and it leads to overall good performance of
the company.
• There existing a good relationship between employees and management
• The management taking keen interest for finding their weakness and try their
level best to overcome this weakness

BIBLIOGRAPHY

Books and journals:-

ICICIdirect.com broachers and leaflets

Periodical published by ICICI Capital Ltd.

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Journals published by ICICI Capital Ltd.

Websites:-

www.hinduonnet.com/businessline/iw/2001/05/27/stories/07276053.htm

www.cdslindia.com/FAQ/demat.htm

www.nsdl.co.in/services/demat.php

www.sebi.gov.in/faq/faqdemat.html

QUESTIONNAIRE

Name:-……………………………………………
E mail:………………………………………….

1) How do you justify your preference for ICICI Capital Ltd. over other
Depository Services?

o Quality Service
o Safety
o Reach
o Vast variety of Service

o Nothing in Particular

2) What are the different types of investors having. ICICI Direct.com?

o Long term investors

o Small Investors

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 o Traders

3) In which scheme are you holding your shares in ICICI Direct.com.?

o ICICIDirect.com
o Settlement
o Transmission of Securities
o Sell 'N' Cash

o Mutual funds

4) Do you aware the services offered by. ICICI Direct.com?

o ICICIDirect.com
o Settlement
o Transmission of Securities
o Sell 'N' Cash

o Mutual Fund o Loans Against de-mat shares

5) If you are aware of the new services offered by ICICI Direct.Com then how
did they come to know about it?

o Through ICICI Direct.Com o News Paper/ Magazines

o Broker o Agents

o Others

6) If you are not aware of the new services then who / what do you think should
be the first source of information?

o Through ICICI Direct.Com o News Paper/ Magazines

o Broker o Agents

o Others

7) Are you satisfied with the services of ICICI Direct.Com?

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 o Satisfied o Mostly Satisfied

o Neither Satisfied / Unsatisfied o Mostly Unsatisfied

o Unsatisfied

8) Are you satisfied with the Demat services of ICICI Direct.Com?

o Satisfied o Mostly Satisfied

o Neither Satisfied / Unsatisfied o Mostly Unsatisfied

o Unsatisfied

9) Are you satisfied with the purchase and sales of ICICI Direct.Com?

o Satisfied o Mostly Satisfied

o Neither Satisfied / Unsatisfied o Mostly Unsatisfied

o Unsatisfied

10) Are you satisfied with the transmission of securities of ICICI Direct.Com?

o Satisfied o Mostly Satisfied

o Neither Satisfied / Unsatisfied o Mostly Unsatisfied

o Unsatisfied

11) Are the customers satisfied with the sell their securities in cash?

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 o Satisfied o Mostly Satisfied

o Neither Satisfied / Unsatisfied o Mostly Unsatisfied

o Unsatisfied

12) Are the customers satisfied with the Mutual Fund service of. ICICI
Direct.com?
o Satisfied o Mostly Satisfied

o Neither Satisfied / Unsatisfied o Mostly Unsatisfied

o Unsatisfied

13) Are you satisfied with the trading demos provided by ICICI Direct.com.?

o Satisfied o Mostly Satisfied

o Neither Satisfied / Unsatisfied o Mostly Unsatisfied
o Unsatisfied

14) Are you satisfied with the periodic receipts and holding statements of ICICI
Direct.Com?

o Satisfied o Mostly Satisfied

o Neither Satisfied / Unsatisfied o Mostly Unsatisfied

o Unsatisfied

15) Are the customers satisfied with the telephonic enquiries of ICICI
Direct.com?

o Satisfied o Mostly Satisfied

o Neither Satisfied / Unsatisfied o Mostly Unsatisfied

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 o Unsatisfied

16) Are the customers satisfied with the co-operation by the staff of ICICI
Direct.com.?

o Satisfied o Mostly Satisfied

o Neither Satisfied / Unsatisfied o Mostly Unsatisfied

o Unsatisfied

17) Are the customers are satisfied with the tariff structure of ICICI
Direct.Com?

o Very High o High

o Reasonable o Low

o Very Low

18) Overall how the customers rate the services of ICICI Direct.Com?
o 0% o 20 %

o 40 % o 60 %

o 80 % o 100 %
19) How do the customers justify their preference for ICICIDirect.com over its
competitors?

o Quality Service o Rates charged

o Nothing in Particular o Safety

o Safety

20) Are the customers aware of the following products of ICICI Direct.com.?

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 o ICICI Bonds o ICICIDirect.com

o Mutual Fund o Equity IPO

o Fixed Deposit o RBI Bonds

21) Have the customers faced any problem while dealing through ICICI
Direct.Com or customers are unsatisfied with the below mentioned schemes /
services?

o Frequent reminders are given to ICICI Direct.com for update the

information

o Irregular receipt of Holding / Transaction statements

o Improper format of Holding / Transaction statements

o Improper attention given to the enquiries

o Billing problem

o Inadequate information

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