A

Project Report on

PRODUCT & SERVICES

At

[As a partial fulfillment for the requirement in summer project as a part of MBA programme ]

UNDER THE SUPERVISION OF

MUNAF KADRI

Submitted By:
NIKITA PATEL-

097180592051

[MBA-I SEM-II, Batch: 2009-11]

GUJARAT TECHNOLOGICAL UNIVERSITY

AHMEDABAD

INDUSTRY DETAIL:Securities market has essentially three categories of participants namely the issuer of
securities, investors in securities and the intermediaries and two categories of products, the
services of the intermediaries the securities including derivatives.
The securities market has two interdependent and inseparable segments the new issue
(primary market) and the stock (secondary market). The primary market provides the channel
for sale of new securities while the secondary market deals in securities previously issued

COMPANY PROFILE:
Sharekhan is one of the top retail brokerage houses in India with a strong online trading
platform. The company provides equity based products (research, equities, derivatives,
depository, margin funding, etc.). It has one of the largest networks in the country with 1200+
share shops in 400 cities and Indias premier online trading portal www.sharekhan.com. With
their research expertise, customer commitment and superior technology, they provide
investors with end-to-end solutions in investments. They provide trade execution services
through multiple channels - an Internet platform, telephone and retail outlets.
Sharekhan was established by Morakhia family in 1999-2000 and Morakhia family, continues
to remain the largest shareholder. It is the retail broking arm of the Mumbai-based SSKI
[SHRIPAL SHEWANTILAL KANTILAL ISWARNATH LIMITED] Group. SSKI which
is established in 1930 is the parent company of Sharekhan ltd. With a legacy of more than 80
years in the stock markets, the SSKI group ventured into institutional broking and corporate
finance over a decade ago. Presently SSKI is one of the leading players in institutional
broking and corporate finance activities. Sharekhan offers its customers a wide range of
equity related services including trade execution on BSE, NSE, and Derivatives. Depository
services, online trading, Investment advice, Commodities, etc.
Sharekhan Ltd. is a brokerage firm which is established on 8th February 2000 and now it is
having all the rights of SSKI. The company was awarded the 2005 Most Preferred Stock
Broking Brand by Awaaz Consumer Vote. It is first brokerage Company to go online. The
Company's online trading and investment site - www.Sharekhan.com - was also launched on
Feb 8, 2000. This site gives access to superior content and transaction facility to retail
customers across the country. Known for its jargon-free, investor friendly language and high
quality research, the content-rich and research oriented portal has stood out among its
contemporaries because of its steadfast dedication to offering customers best-of-breed
technology and superior market information.
Sharekhan has one of the best states of art web portal providing fundamental and statistical
information across equity, mutual funds and IPOs. One can surf across 5,500 companies for
in-depth information, details about more than 1,500 mutual fund schemes and IPO data. One
can also access other market related details such as board meetings, result announcements,
FII transactions, buying/selling by mutual funds and much more.
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Sharekhan's management team is one of the strongest in the sector and has positioned
Sharekhan to take advantage of the growing consumer demand for financial services products
in India through investments in research, pan-Indian branch network and an outstanding
technology platform. Further, Sharekhan's lineage and relationship with SSKI Group provide
it a unique position to understand and leverage the growth of the financial services sector. We
look forward to providing strategic counsel to Sharekhan's management as they continue their
expansion for the benefit of all shareholders.
SSKI Corporate Finance Private Limited (SSKI) is a leading India-based investment bank
with strong research-driven focus. Their team members are widely respected for their
commitment to transactions and their specialized knowledge in their areas of strength. The
team has completed over US$5 billion worth of deals in the last 5 years - making it among
the most significant players raising equity in the Indian market. SSKI, a veteran equities
solutions company has over 8 decades of experience in the Indian stock markets.
If we experience their language, presentation style, content or for that matter the online
trading facility, we'll find a common thread; one that helps us make informed decisions and
simplifies investing in stocks. The common thread of empowerment is what Sharekhan's all
about.
"Sharekhan has always believed in collaborating with like-minded Corporate into forming
strategic associations for mutual benefit relationships" says Jaideep Arora, Director Sharekhan Limited.
Sharekhan is also about focus. Sharekhan does not claim expertise in too many things.
Sharekhan's expertise lies in stocks and that's what he talks about with authority. So when he
says that investing in stocks should not be confused with trading in stocks or a portfoliobased strategy is better than betting on a single horse, it is something that is spoken with
years of focused learning and experience in the stock markets. And these beliefs are reflected
in everything Sharekhan does for us! Sharekhan is a part of the SSKI group, an Indian
financial services power house, with strong presence in Retail equities Institutional equities
Investment banking.
In Ahmedabad, It is having the branch at Dynamic house, opp. Child care hospital,
Navrangpura road and over 40 franchisees in Ahmedabad. We have been given the centre at
Navrangpura road, Ahmedabad.
5

DIRECTORS:

MR. TARUN SHAH CEO- SHARE KHAN

MR SHANKAR VAILAYA- DIRECTOR (OPERATION) OF

THE COMPANY

MR. JAIDEEP ARORA DIRECTOR (PRODUCT &

TECHNOLOGY) OF THE COMPANY

OTHER DIRECTORS:

Mr. Baldev L Boolani

Mrs. Meena S Jain
Mr. Bhupendra T Shah
Mr. Hasmukh Sheth

MISSION:
To educate and empower the individual investor to make better investment decisions
through quality advice and superior service.

VISION:
To be the best retail brokering Brand in the retail business of stock market.

ACHIEVEMENTS OF SHAREKHAN:
A wired company along with Reliance, Hll, Infosys, etc by Business Today, January 2004
edition.

It was awarded Top Domestic Brokerage House four times by Euro and Asia money.
It was Winner of Best Financial Website award.
Indias most preferred brokers within 5 years. CNBC Awaaz customers Award 2005.

STRATEGY:
The main strategies used in our training were as follow.
DATA CALLING
In data calling we were provided data of mobile numbers and our job was to generate
appointments. After that we were required to convert that appointment into closure.
Apart from given data we also brought latest business directory. We called to different
business people and tried to generate appointments.
CALLED CALLING
Called calling means to go at different corporate houses and to meet different
8

People and to get their visiting card by it we get lead and our immediate task
Was to call them & to fix appointment.
REFERENCE
Another important strategy was to use our reference means our family, friends,
relatives etc. In marketing or selling we can never neglect references & they always
play a major role.
STALL ACTIVITY
Stall activity means to make stall at
public place. Then our job was to
give

them

newspaper

with

brochures and to take their name

and contact number. So it was
another process of generating lead.
After that our job was to follow

up and try for appointment and closure.

HIERARCHY IN SHAREKHAN:
Sales Side

Dealing Side

Trainees

Junior Dealer

Super Trainees

Dealer

Sales Executives

Relationship manager

Senior sales executives

Senior Relationship manager

Business
executive

development

Equity advisor

Assistant sales manager

Assistant Branch Manager

Deputy manager

Branch Manager

Territory manager

Cluster Head

Area sales manager/ Cluster

manager

Directors

Regional sales manager

CEO

Regional Head
Vice president
Directors
CEO

OFFERING
OF THE
COMPANY

Sharekhan provides 4 in 1 account.

1

1. De-mat a/c

2. Trading a/c [for cash calculation]

3. Bank a/c [for fund transfer]

4. Dial and Trade [for offline trading/for query relating trading]

[1] Dematerialization account:Dematerialization is the process of converting physical shares (share certificates) into
an electronic form. Shares once converted into dematerialized form are held in a Demat account Sharekhan is a depository participant. This means that we can keep the
shares in dematerialized form in Sharekhan. But for this one has to purchases the
Demat account in Sharekhan. .
Sharekhan provides no opening charge.
Sharekhan provide de-mat account free of charge for first year, Rs.400/ year
from the next year (year continued from the day of opening).
Auto pay-in & Auto pay-out of securities.
Waver of pay-in and pay-out charges (Due to link De-mate account).

FOR OPENING AN ACCOUNT:

2 passport size photograph

Identity proof (PAN card is compulsory)
Residence proof
Cheque ( Min Rs.10,000 margin balance)

Proofs of Identity
Customer can submit a photo copy of any one of the following
o

Voter ID

Passport

PAN Card

Driving License

Photo I card issued by Employer registered under MAPIN

Copy of Ration card

Address Proof
Customer can submit a photo copy of any one of the following
o

Voter ID Card

Driving License

Passport

Ration Card

Telephone Bill

Electricity Bill

Leave-License

Bank Passbook

Latest Bank Statement

[2] Trading Account:

It is an electronic account which enables customers to trade in share through internet
without help to broker.
1) NSE/BSE/F&O/Commodity terminal live screen:Provides online fluctuations rate on computer screen
2) Online Daily Tips: Sharekhan is providing tips through mails in 4 sessions
Pre market
Noon session
Post market
Late evening
Sharekhan is provide tips through SMS (chargeable)
Sharekhan is provide tips through Yahoo Messenger Online
3) IPO/MF Online :Sharekhan provide IPO and MF facility for the customer.

[3] Saving Account:

14

In Sharekhan, a customer can have a saving account for trading online with net banking
facility; Sharekhan have a tie ups with following Banks.
1. HDFC Bank
2. CITI Bank
3. OBC Bank
4. YES Bank
5. UTI Bank
6. IDBI Bank
7. ICICI Bank
8. Union Bank
9. Indusind Bank
10. Bank of India
11. Deutsche Bank
A customer can allocate and transfer fund from your respective bank account to your
Sharekhan account for trading and transfer back to link bank account when and where
needed.
[4] Dial-N-Trade:Sharekhan provide Dial-N-Trade facility to the customer.

AMC PLAN:- ( Annual Maintenance Cost Plan)

Different Plans for Purchasing of Demat Accounts for Equity:-

15

Different Plans for Purchasing of Demat Accounts for Derivatives:-

16

PRODUCTS & services

Sharekhan ltd. Provide different Product as follows

Share online & offline

Derivatives
Mutual fund online
Commodities online
IPO online
Portfolio Management Services
Insurance
17

 Fixed deposits
Advisory products
Currency trading

Share online
18

SHARE ONLINE:
Sharekhan provide online facilities.

BENEFIT
I.

Freedom from paperwork:-Integrated trading, bank and de-mat account with digital
contracts removers all paperwork.

II.

Instant credit and transfer:-instant transfer of funds from bank account of the
choice to Sharekhan trading account.

III.

Trade anywhere:-enjoy the ease of trading from any part of the world in a
completely secure environment.

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IV.

Dial n Trade:-call toll free number (1-800-22-7050) to place orders through

telebrokers.

V.

Timey advice:-make informed decisions with expert advice, investment calls and live
market commentary.

VI.

Real-time portfolio tracking:-benefit from real-time information for investment and

current portfolio value.

VII.

After-hour orders:-place order after market hours, which get executed as soon as the
markets opens.

Sharekhan provide two different accounts:

1) Classic account
2) Trade Tiger

CLASSIC ACCOUNT:The Classic Account enables customers to trade online on the NSE and the BSE, invest in
IPO and Mutual Funds and access all the research and transaction reports through
Sharekhans website. This account is suitable for the retail investors.
In this account Shown the maximum script are 25 in the terminal and the technical chart are
not shown in this account.
The life time registration charge for this account is 750 rupees.
Features

20

 Online trading account for investing in Equities and Derivatives

Free trading through Phone (Dial-n-Trade)
o Two dedicated numbers for placing your orders with your cell phone or
landline.
o Automatic funds transfer with phone banking (for Citibank and HDFC bank
customers)
o Simple and Secure Interactive Voice Response based system for authentication
o Get the trusted, professional advice of our telebrokers.
o After hours order placement facility between 8.00 am and 9.30 am
Integration of: Online trading + Bank + Demat account
Instant cash transfer facility against purchase & sale of shares
IPO investments
Instant order and trade confirmations by e-mail
Single screen interface for cash and derivatives

Online classic account:

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Name Of
The Trader

An Investment Form
through Which
Trading Can Be Done

An Option By Which
Bulk Trading Can Be

FAST TRADE:
Features
Streaming quotes.

22

 Personalized market watch.

Single screen interface for cash, derivatives and Commodities.
New FastTrade is platform independent will support by all Operating System.
New FastTrade will support all browsers in the market.
New FastTrade is independent of existing website and can work even if content
website is down.
Fast trade is web base product and its a shown fluctuation rate.

Live
Terminal

23

TRADE TIGER:
Trade tiger is a next-generation online trading product that brings the power of brokers
terminal to customer pc. It is session to capitalize on intra-day price movement. Trade tiger is
an internet based application available on a CD, which provides everything a trader needs
on one screen.
Key Features:-

A single platform for multiple exchange BSE & NSE (Cash & F&O), MCX,
NCDEX, Mutual Funds, IPOs

Multiple Market Watch available on Single Screen

Multiple Charts with Tick by Tick Intraday and End of Day Charting powered
with various Studies

Graph Studies include Average, Band- Bollinger, Know Sure Thing, MACD, RSI,
etc

Apply studies such as Vertical, Horizontal, Trend, Retracement & Free lines

User can save his own defined screen as well as graph template, that is, saving the
layout for future use

User-defined alert settings on an input Stock Price trigger

Tools available to gauge market such as Tick Query, Ticker, Market Summary,
Action Watch, Option Premium Calculator, Span Calculator

Shortcut key for FAST access to order placements & reports

Online fund transfer activated with 11 Banks

Advantages:24

Live Streaming Quotes

Access all Trading Calls

Advanced Charting features

Create your own technical rules for trading

A Single Trading Screen for all segments

Trader Name

THE PLATINUM CIRCLE:-

25

The HNI product

Personalized portfolio tracking & restructuring advice.
Monthly stock valuation statements, report profitability statement.
Daily report on transaction sent in printed format as well as available online.
Research-based investment advice tailored for different investment approaches

26

Share offline

SHAR OFFLINE:
As the internet has taken over the physical trade, the same is the situation in trading in shares.
Even the internet has not spared trading in shares and still the conventional system of offline
trading continues in todays world.
Merits of offline trading

Low brokerage
Less margin
Flexibility in credit period
Customized advice

Demerits of offline trading

Problems in getting in touch with the broker

Limited clientele
Problem of attention from the broker due to load
Reliance on the brokers information
Customer has to believe what the broker says
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Broker Might not give the best price

Reconciliation of account and cash settlements
Paperwork
Geographical Restriction

DIAL-N-TRADE:
Sharekhan provides complete trading facility like they are giving Toll free numbers the phone
trading facility as an alternative of net trading where a customer can call n number of
times.
Toll Free numbers: 1800-22-7500
1800-22-7050
Local number

: 079-30307600 (chargeable)

Exposure: For Intraday = 10 times

For Delivery

= 04 times

Sharekhan is also providing the Margin on DP balance.

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Indexes of Equity market online

NSE:

The national stock exchange of the India was the promoted by leading financial institutions at
the behest of the government of India, and was incorporated in November 1992 as a tax
paying company. In April 1993, it was recognized as a stock exchange under the securities
contracts( Regulation) Act, 1956. NSE commenced its operation in the wholesale Debt
Market (WDM) segment in June 1994. The capital market (Equities) segment of the NSE
commenced operation in November 1994.

BSE:

29

The Bombay stock exchange is the oldest stock exchange in Asia. It is located at Dalal Street,
Mumbai, India.
The Bombay stock exchange was established in 1985. There are around
3500 Indian companies listed with stock exchange, and has the significant
stock volume. As of 29 may 2007, the market capitalization of the BSE is
about Rs. 40.5 trillion. The BSE SENSEX (SENSitive indEX), also called the
BSE 30, is a widely used market index in India and Asia. As of 2005, it is
among the five biggest stock exchanges in the world in terms of
transactions volume.

LIVE
TERMINALS

of

30

Derivatives

31

DERIVATIES:
Derivatives are financial contracts whose value/price is depends on the behavior of price
of one or more basic underling assets. These contracts are legally binding agreement,
made on the trading screen of stock exchange, buy or sell an asset in future. The assets
can be share, index, interest rate, bond, rupee- dollar exchange rate, sugar, crude oil,
soybean, cotton, coffee etc.

EQUITY FUTURE AND OPTION:

Future:An agreement between two parties to buy or sell an asset at a certain

time in

the Future at a certain price. Stock futures on certain specified securities and internet rate
futures are available for trading at NSE (NATIONAL STOCK EXCHANGE).All the futures
contracts are settled in cash.
Options:An Options is a contract which gives the right, but not but or sell the underlying at a stated
price, which a buyer of an option pays the premium and Options are of two types calls and
put.
Calls give the buyer the right but not the obligation to buy a given quantity of the underlying
asset, at a given price on or before a given future date. Calls also known as bulls.
Puts give the buyer the right, but not obligation to sell a given quantity of the underlying
asset at a given price on or before a given date. Puts also known as bears.

32

Commodities online

COMMODITIES ONLINE:
33

Commodities are agreements to buy and sell virtually anything except, for some reason,
onions. The primary commodities that are traded are oil, gold and agricultural products.
Commodity derivatives comprise of raw materials and products that can be traded on special
commodity exchanges across the country. Commodities expands customer investing horizon
from investing in a metal company to trading in the metal itself. Trading in commodity
derivative provides unique market opportunities for a wider section of participants like:
investor, hedgers, arbitragers, traders, manufactures planters, exporters and importers. While
trading commodities through an exchange, there are no transportation charges, no insurance
costs, no storage charges and complete security when customer trade though an exchange.
Customer can trade in commodities at nominal costs and carry the investment in paper from
as customer want. The fundamentals for commodities are quite simple: price is a function of
demand and supply.
Sharekhan provides commodity facility. Sharekhan trades on two major commodity
exchanges in India.
1) MCX
2) NCDEX

34

Indexes of commodities

MCX:

MCX (MULTI COMMODITY EXCHANGE OF INDIA LTD) is a state-of-the-art electronic

commodity futures exchange.MCX is an independent commodity exchange based in India. It
was established in 2003 and is based in Mumbai. The turnover of the exchange for the period
Apr-Dec 2008 was INR 32 Trillion.MCX offers futures trading in Agricultural Commodities,
Bullion, Ferrous & Non-ferrous metals, Pulses, Oils & Oilseeds, Energy, Plantations, Spices
and other soft commodities. MCX has also setup in joint venture the National Spot Exchange
a purely agricultural commodity exchange and National Bulk Handling Corporation (NBHC)
which provides bulk storage and handling of agricultural products.

NCDEX:

35

National Commodity & Derivatives Exchange Limited (NCDEX) is a professionally

managed online multi commodity exchange promoted by ICICI Bank Limited (ICICI Bank),
Life Insurance Corporation of India (LIC), National Bank for Agriculture and Rural
Development (NABARD) and National Stock Exchange of India Limited (NSE). Punjab
National Bank (PNB), CRISIL Limited (formerly the Credit Rating Information Services of
India Limited), Indian Farmers Fertiliser Cooperative Limited (IFFCO) and Canara Bank by
subscribing to the equity shares have joined the initial promoters as shareholders of the
Exchange.
NCDEX is the only commodity exchange in the country promoted by national level
institutions. This unique parentage enables it to offer a bouquet of benefits, which are
currently in short supply in the commodity markets. The institutional promoters of NCDEX
are prominent players in their respective fields and bring with them institutional building
experience, trust, nationwide reach, technology and risk management skills. NCDEX is a
public limited company incorporated on April 23, 2003 under the Companies Act, 1956. It
obtained its Certificate for Commencement of Business on May 9, 2003. It has commenced
its operations on December 15, 2003. NCDEX is a nation-level, technology driven demutualized on-line commodity exchange with an independent Board of Directors and
professionals not having any vested interest in commodity markets. It is committed to provide
a world-class commodity exchange platform for market participants to trade in a wide
spectrum of commodity derivatives driven by best global practices, professionalism and
transparency.
NCDEX is regulated by Forward Market Commission in respect of futures trading in
commodities. Besides, NCDEX is subjected to various laws of the land like the Companies
Act, Stamp Act, Contracts Act, Forward Commission (Regulation) Act and various other
legislations, which impinge on its working. NCDEX is located in Mumbai and offers
facilities to its members in more than 390 centers throughout India. The reach will gradually
be expanded to more centers.
NCDEX currently facilitates trading of thirty six commodities - Cashew, Castor Seed, Chana,
Chilli, Coffee, Cotton, Cotton Seed Oilcake, Crude Palm Oil, Expeller Mustard Oil, Gold,
Guar gum, Guar Seeds, Gur, Jeera, Jute sacking bags, Mild Steel Ingot, Mulberry Green
Cocoons, Pepper, Rapeseed - Mustard Seed ,Raw Jute, RBD Palmolein, Refined Soy Oil,
Rice, Rubber, Sesame Seeds, Silk, Silver, Soy Bean, Sugar, Tur, Turmeric, Urad (Black

36

Matpe), Wheat, Yellow Peas, Yellow Red Maize & Yellow Soybean Meal. At subsequent
phases trading in more commodities would be facilitated.

37

Insurance

38

INSURANCE:
What is insurance?
Insurance is a policy from a large Financial Institution that offers a person, company, or other
entity reimbursement or financial protection against possible future losses or damages.
Life insurance ensures that your family will receive financial support in your absence Put
simply; life insurance provides your family with a sum of money should something happen to
you. It protects your family from financial crises. In addition to serving as a protective cover,
life insurance acts as a flexible money-saving scheme, which empowers you to accumulate
wealth-to buy a new car, get your children married and even retire comfortably. Life
insurance also triples up as an ideal tax-saving scheme. To know more, read the Key Benefits
of Life Insurance.
Currently Sharekhan has tie up with ICICI Prudential Life Insurance. So Under ICICI
prudential life insurance, the key benefits would be
Life insurance, especially tailored to meet your financial needs
Need for Life Insurance
Today, there is no shortage of investment options for a person to choose from. Modern day
investments include gold, property, fixed income instruments, mutual funds and of course,
life insurance. Given the plethora of choices, it becomes imperative to make the right choice
when investing your hard-earned money. Life insurance is a unique investment that helps
you to meet your dual needs - saving for life's important goals, and protecting your assets.
Asset Protection
From an investor's point of view, an investment can play two roles - asset appreciation or
asset protection. While most financial instruments have the underlying benefit of asset
appreciation, life insurance is unique in that it gives the customer the reassurance of asset
protection, along with a strong element of asset appreciation.
The core benefit of life insurance is that the financial interests of ones family remain
protected from circumstances such as loss of income due to critical illness or death of the
policyholder. Simultaneously, insurance products also have a strong inbuilt wealth creation
proposition. The customer therefore benefits on two counts and life insurance occupies a
unique space in the landscape of investment options available to a customer.
Goal based savings

39

Each of us has some goals in life for which we need to save. For a young, newly married
couple, it could be buying a house. Once, they decide to start a family, the goal changes to
planning for the education or marriage of their children. As one grows older, planning for
one's retirement will begin to take precedence.
Clearly, as your life stage and therefore your financial goals change, the instrument in which
you invest should offer corresponding benefits pertinent to the new life stage.
Life insurance is the only investment option that offers specific products tailor-made for
different life stages. It thus ensures that the benefits offered to the customer reflect the needs
of the customer at that particular life stage, and hence ensures that the financial goals of that
life stage are met.
The table below gives a general guide to the plans that are appropriate for different life
Life Stage
Young & Single
Young & Just

Primary Need
Asset creation
Asset
creation

married

protection

Married

with

kids

Children's
Asset

&

Life Insurance Product

Wealth creation plans
Wealth creation and mortgage
protection plans

education,

creation

and

Education insurance, mortgage

protection

& wealth creation

protection
Planning for retirement &

plans
Retirement solutions & mortgage

with grown up

asset protection

protection

kids
Across all life-

Health plans

Health Insurance

Middle

aged

stages
stages.

Life insurance plan:

40

Life insurance products assure your family will receive financial support, even in your
absence. Put simply, when you buy insurance you provide your family with a sum of money,
should something happen to you. It thus permanently protects your family from financial
crises.
In addition to serving as a protective cover, when you buy insurance you create a flexible
money-saving scheme, which empowers you to accumulate wealth to buy a new car, get your
children educational solutions, and even retire comfortably.
Today, there is no shortage of investment options for a person to choose from. Given the
plethora of choices, it becomes imperative to make the right choice when investing your
hard-earned money and online insurance is an ideal choice in todays technology driven
world. Buying Life insurance online is a way to make a unique investment that helps you to
meet your dual needs - saving for life's important goals, and protecting your assets.
From an investor's point of view, an investment can play two roles - asset appreciation or
asset protection. While most financial instruments have the underlying benefit of asset
appreciation, buying life insurance online gets you the unique reassurance of asset protection,
along with a strong element of asset appreciation.
When you buy life insurance online the core benefit is that the financial interests of ones
family remain protected from circumstances such as loss of income due to critical illness or
death of the policyholder. Simultaneously, buying life insurance online gives a strong inbuilt
wealth creation proposition. The customer therefore benefits on two counts and online
insurance products occupy a unique space in the landscape of investment options available to
a customer.
As your life stage and therefore your financial goals change, the instrument in which you
invest should offer corresponding benefits pertinent to the new life stage. Online insurance
products are the only investment option that offer specific products tailor-made for different
life stages. You are thus ensured that the benefits offered to the customer reflect the needs of
the customer at that particular life stage, and hence ensures that the financial goals of that life
stage are met.

On the basis of which life stage you are in and the corresponding insurance needs, ICICI
Prudential plans can be categorized into the following three types:

41

 Education Insurance Plans

Wealth Creation Plans
Protection Plans

Educational
Insurance Plans
ICICI Pru Smartkid Assure
ICICI Pru Smartkid Maxima
ICICI Pru Smartkid Regular
Premium
ICICI Pru assure Wealth
ICICI Pru Life Time Maxima

Wealth
Plan

Creation Protection Plans

ICICI Pru Life Stage Wealth

ICICI Pru ACE
ICICI Pru premier Wealth

Pure Protect
Life Guard
Save n Protect
Cashbak
Home assure

42

Mutual fund

MUTUAL FUNDS:
Mutual Fund is an investment company that pools money from shareholders and invests

43

in a variety of securities, such as stocks, bonds and money market instruments. Most
open-end mutual funds stand ready to buy back (redeem) its shares at their current net
asset value, which depends on the total market value of the fund's investment portfolio at
the time of redemption. Most open-end mutual funds continuously offer new shares to
investors.
Security exchange board of India is the regulatory body for all mutual fund. All
mutual funds must get registered with the SEBI.
Benefits of investing in mutual funds:

Small investment
Professional fund management
Spreading risk
Transparency
Choice
regulation

Mutual Fund in Classic Account:

44

Mutual Fund in Tradetiger:

Online Mutual Fund

45

Initial public
offering

46

IPO:Initial

Public

Offering,

the

first sale of stock by

a company to

the public.

Companies offering an IPO are sometimes new, young companies, or sometimes companies
which have been around for many years but are finally deciding to go public. IPOs are often
risky investments, but often have the potential for significant gains. IPOs are often used as a
way for a young company to gain necessary market capital.
From an investor point of view, IPO gives a chance to buy shares of a company, directly
from the company at the price of their choice (In book build IPO's). Many a times there is a
big difference between the price at which companies decides for its shares and the price on
which investor are willing to buy share and that gives a good listing gain for shares
allocated to the investor in IPO.
From a company prospective, IPO help them to identify their real value which is decided
by millions of investor once their shares are listed in stock exchanges. IPO's also provide
funds for their future growth or for paying their previous borrowings.
Sharekhan provides to their customer the Online IPO facility. In this facility, The customer
has to feel only the bid price and the quantity for which he/she wants to buy the stock.

Steps for Applying IPO

Online

47

Portfolio
management service

PMS:

PORTFOLIO MANAGEMENT SERVICES (PMS):Sharekhan unfolds for customer an enable of PMS to choose from that helps customer sit
back, relax and see customer money grow without worrying about the ups and downs at the
48

stock market. Talks to Sharekhan specialists and theyll help customer choose a PMS plan
that suits customer risk taking appetite and expectation from the market.
There are two types of PMS in Sharekhan Limited
A) PRO PRIME
B) PROTECH
A) PROPRIME (FUNDAMENTAL):ProPrime uses in-depth independent fundamental research through primary analysis in highquality companies. The ProPrime line is designed for varying risk-return profiles and
investment. Ideal for investors looking at steady and superior returns with low to medium risk
appetite. This portfolio consists of a blend of quality blue chip and growth stocks ensuring a
balanced portfolio with relatively medium risk profile. The portfolio will mostly have large
capitalization stocks based on sectors & themes that have medium to long term growth
potential.
PRODUCT APPROACH
Investment are based on 3 tenets:
i]
Consistent, steady and sustainable returns
ii]
Margin of Safety
iii]
Low Volatility

PRODUCT CHARACTERISTICS
Bottom up stock selection
In-depth, independent fundamental research
High quality companies with relatively large capitalization.

49

 Disciplined valuation approach applying multiple valuation measures

Medium to long term vision, resulting in low portfolio turnover
Why Invest?
PMS proprime uses the expertise of 35 financial analyst to get the best
possible returns.
Fundamental research based on in-depth analysis of companies including
past performance, management, growth potential of sector etc.

How to Invest?
Minimum investment = Rs. 5.00 Lakhs
Lock in period: 06 months
Reporting: Access to website showing client holding & quarterly

reporting of portfolio holdings/transactions

Charges: 2.5% p.a., AMC fees charged every quarter, 0.5% brokerage,
20% profit sharing after 15% hurdle crossed end of every fiscal.
How to check?
You can access your portfolio through branches of franchisees for
services.
Daily NAV can be viewed online
Quarterly reporting of portfolio holding/transaction

B) PROTECH (TECHNICAL):-

Protech uses the knowledge of technical analysis and the power of derivatives
market to identify trading opportunities in the market. The Protech lines of
products are designed around various risk/reward/volatility profiles for different
kinds of investment needs.

50

Protech is based on
(1)Long short strategies
(2)Focus on absolute returns
(3)Timing the market
PRODUCTS OFFERED
1.Nifty Thrifty
2.Beta Portfolio
3.Trailling Stops

Product Approach

Superior performance can be achieved through sheer market timing, by picking

Stocks/Nifty before the infection points in their trading cycles.

Linear returns are possible from having sell market positions in downtrends and by
using the options market to change the portfolio beta.
Money management rules will be in place.

Product Characteristics

Using swing based index -trading systems, stop and reverse, trend following and
momentum trading techniques.

Nifty based products for low impact cost and low product volatility.
To earn return both in rising & falling market.

51

Trading in futures market to allow for active risk protection using trailing stop
losses.

Why Invest?
Different product based on risk-reward for different types of investor having different time
horizon of investment & return expectation.
Aspect from fundamental analysis, a successful investor can take a market view based on
technical analysis & power of derivatives for Timing the market
If customer wants to be ahead in the race of timing the market correctly, then ProTech PMS
is the option for customer. So far Sharekhan is the first company to came out with this kind of
PMS in India based on Technical Analysis.
How to invest?
Lock in: 6 months.
Reporting: fortnightly reporting of portfolio net worth, monthly reporting of portfolio
Holdings/ transactions.
Charges: 0% AMC fees, 0.05% brokerage for derivatives, 20% profit sharing on booked
profits on a quarterly basis.

Fixed deposits
52

FIXED DEPOSITES:Fixed deposits are loan arrangements where a specific amount of funds is placed on deposit
under the name of the account holder. The money placed on deposit earns a fixed rate of
interest, according to the terms and conditions that govern the account. The actual amount of
the fixed rate can be influenced by such factors at the type of currency involved in the
deposit, the duration set in place for the deposit, and the location where the deposit is made.
The most unusual characteristic of a fixed deposit is that the funds cannot be withdrawn for a
specified period of time. In most cases, fixed deposits carry duration of five years. During
that time, the money remains in the account and cannot be withdrawn for any reason.
Individuals, corporate entities, and even non-profit organizations that wish to set aside funds
and limit their access to the funds for a period of time often find that fixed deposits are a
simple way to accomplish this goal. As an added benefit, the monies in the account will earn
a fixed rate of interest regardless of any fluctuations in interest rates that apply to other types
of accounts.
However, both these benefits can also turn into disadvantages under certain circumstances.
Because the money cannot be withdrawn until the duration is complete, the funds cannot be
used even in emergency situations. Changes in the going interest rate may also rise to a point
above and beyond the interest rate applied to existing deposits. This means account holders

53

are actually earning less interest with fixed deposits than with other types of loans and
accounts.
While the interest rate on fixed deposits cannot be changed, there is sometimes a way to work
around the issue of obtaining use of funds in an emergency situation. At times, the lending
institution where the fixed deposit is placed may be willing to extend a separate loan to the
account holder, using the fixed account as collateral. While not ideal, this can at least make it
possible to deal with the current financial crunch.
Fixed deposits are a credible way to make a return on investment that is somewhat higher
than a standard savings account. The use of fixed deposits can also be helpful when working
with various types of currency. By establishing what is known as a Foreign Currency Fixed
Deposit or FCFD, it is possible to choose the type of currency involved in the deposit and
lock in a rate of interest. If the choice of currency is a good one, this means the investor can
enjoy a healthy fixed deposit currency rate for the duration of the deposit and earn more than
with a standard fixed deposit strategy. However, going with an FCFD does contain a slightly
higher amount of risk, since the funds deposited must be converted to the currency of choice
and then converted back when the deposit is fulfilled. If the currency did not fare well in the
interim, there is some chance of obtaining a loss, due to the changes in the rate of exchange
from the time the fixed deposit was activated until the time the deposit is considered
complete. Sharekhan has tie up with Unitech Limited and HDFC corporations limited.

54

Advisory products

55

ADVISORY PRODUCT:
Sharekhan provide Advisory Products by which customer can get proper advise for investing
their money in proper way by which they can earn more profit. .

Need of Advisory Products:

Wide product range to meet diverse needs of clients

Disciplined Approach
Dedicated Product manager backed by Research
Performance track record

ADVISORY PRODUCTS:

Top picks Portfolio

123 portfolios
Smart Trade Portfolio
Derivatives Portfolio
Nifty Portfolio
Portfolio Doctor

123 Portfolio

(1) Top Picks Portfolio:

56

A Compilation of the best stock market ideas from the Sharekhan basket.

Released Monthly
Ideal for Every Investor.
Picked by the highly acclaimed Sharekhan Research Team

Quality Stock Selection.

Effective for long term and medium term.
Excellent Track Record.
Good Strike Record.

(2)123 Portfolio:

57

What is it?
123 portfolio is a cash market delivery portfolio. In this Portfolio, calls will be generated by
Advisory team in Consultation with Research Team in both Fundamental and Technical Term.
123 Portfolio is for short term delivery clients with the time frame of 1-3 months.

58

(3) Smart Trade Portfolio:

A Model portfolio runs by the Sharekhan advisory Team centrally.
Delivery calls are generated by the Advisory based on the market pulse (not based on the
Fundamental Research).
ideal for short term investor looking for aggressive returns with medium risk
Aggressive
No leverage
Actively Managed

STP: Trading Rules

59

(4) Derivatives Portfolio:

A Model portfolio runs by the Sharekhan advisory Team centrally. Ideal for
Traders looking for aggressive returns with medium risk.

Aggressive
Leverage
Actively managed
Super strike Rate

60

(5) Nifty Portfolio:

It is a trading portfolio managed by Sharekhans technical team which generated calls
in Both (BSE &NSE) Index.
This portfolio is meant for traders who want to trade for short and long index.

Why Nifty Portfolio?

Historically 1/3 of F&O turnover is in NIFTY.
Ample Liquidity and Low impact cost.
Predefined method and rules.

61

Nifty Portfolio
Ticket Size

Rs. 3 lakhs

Max EOD Exposure

6 Lots

Min Exposure

0 Lots

Expected Upside

1-8%

Stop Loss

1-4%

Reporting

Shall be done to clients at the End of day & also a Monthly report will be sent

Drawdown

30%

Dividend Distribution
Positive Return on investment will be consider for monthly dividend

(6) Portfolio Doctor:

It is a tool for the comprehensive analysis of your existing portfolio.
Recommendations for improvement on a continuous basis based on Market
Outlook.
Analysis of your existing portfolio

62

 Recommendation from Sharekhan

Creation of Model Portfolio

63

Currency Trading:

Currency trading means to trade in currency of different countries and price varies

because of supply and demand.

Currency trading is mostly done by large companies or by people who is import-

export business.
In price of currency there is always fluctuation. So it can be dangerous for people who
have import-export business. So they make reverse position or it is also known as

hedging.
So by this way people minimize their risk with the help of currency trading.
Currency trading is not much useful to individual investors.
Sharekhan is providing offline currency trading to interested customers.
64

Online currency trading is not given because individual investors still not prefer
currency trading.

65

FUNDMENTAL
RESEARCH

66

FUNDMENTAL RESEARCH:-

STOCK IDEAS:
Aimed at investors. Presents our stock pick and discusses reasons for the same. It comes with
a price target and a time frame over which gains can be materialized.

Evergreen
67

These stocks are steady compounders, churning out steady growth rates year on year. They
are typically significant players in their markets, with sound strategies that will help them
achieve and sustain market dominance in the long run. They have strong brands, management
credentials and a consistent track record of achieving super normal shareholder returns. We
expect stocks in this category to compound at between 18-20% per annum for the next five to
ten years Also called ownership stocks, Evergreen stocks are the brightest jewels in any
portfolio.

Apple Green

68

These are stocks that have the potential to be steady compounders and are attempting to move
upwards, to turn Evergreen. They rank a shade below the Evergreen companies, only because
their potential in the five to ten years' time is still not very clear, although they might grow at
rates faster than that of the Evergreen stocks in the next year or two. They could grow at 2530% per annum over the next two to three years.

Ugly Duckling

69

These are companies that are trading below their fair value or at values which are at a
significant discount to that of their peer group, due to a combination of circumstances. But
things are now starting to happen in these companies or in their markets that are likely to
cause a re-evaluation of their prospects. These stocks could double in two to three years' time.
Buy into an Ugly Duckling now and you'd have a beautiful white swan on your hands two to
three years down the line.

Emerging star

70

These are typically young companies, often in niche businesses, that have the potential to
grow and dominate their niches. Even better, they might turn out to be real giants, if their
niches explode into full-blown markets in their own rights. These stocks are potential tenbaggers but you need to be patient. Buy into these stocks and watch your personal star
ascend.

Vulture's Pick

71

These are companies with valuable assets or brands that have been trashed to ridiculously low
prices. Buy a Vulture's Pick and wait for a predator who finds its assets undervalued to come
along. This could be a long wait but the returns could be startlingly high. The key is to be
patient. The vulture after all is a patient bird.

Cannon Ball

72

They are fast gainers in a rising market, which could give returns of 20-40% within three
months. Based on a combination of sound market information, technical charts and available
fundamentals for investors with an appetite for high risk and high reward.

INVESTERSEYES:

A daily fundamental newsletter to help the customer for taking right decisions.

Contents Views on most important news reports of the day

73

Recos using the bottom-up approach

Stock Update reports

Special reports

Other reports

SHAREKHAN TOP PICKS:

A model portfolio comprising of 12 stocks for investors with a horizon of more than a year.
Portfolio is updated with new stocks replacing existing stocks as and when required to
optimize performance.

VIEW POINT:
Views on companies we don't track. Views on economy, policy changes and government
initiatives

SPECIAL REPORTS:
Specialized

reports

on

unique

market

opportunities.

Reports like - Selectivity pays, monetary policy review, Hurricane gains, Dividend yield
stocks, etc.

IPO FLASH:

74

Report on forthcoming IPOs - only those IPOs which are covered by our research team.

SECTORREPORTS:
View on various sectors and its constituents (eg sugar and Balrampur Chini, KCP Sugar
Industries, Upper Ganges)

MARKET OUTLOOK:
Bi-monthly Fundamental view on the market.

75

TECHNICAL RESEARCH

76

TECHNICAL RESEARCH:
Punter Call
A daily view on how the market and major indices are expected to trade for the day the
closest support and resistance levels are provided to help traders take decisions.
Smart charts
It presents the best positional trading calls in the market. Each call is introduced along with a
reco (Go Long/Go Short), a price target, a stop loss and a chart depicting the trend in the
stock.
Derivative Calls
Toolkit for derivative traders
Day Traders Hit List
It captures the trading ranges of all the stocks that are currently the market's flavour. It is
meant for day trading. All positions need to be squared off by 3.30. The list contains 20 liquid
stocks.

Pivot Table
Pivot Table is an intra-day product and it covers mainly mid-cap and small-cap companies.
The Buy and Sell targets are given for each stock in this list.

77

Momentum Swing
Momentum Swing tries to capture the dynamic picture of price movements in stocks. This
product can be used to gauge the sentiments in stocks at a future date as reflected in the
charts.

Derivative Toolkit
Toolkit for derivative traders

Eagle Eye
Eagle Eye is a daily newsletter based on technical research. It is aimed at traders. It contains

Looking trendy (short term)

Smart chart

Day traders hit list

Medium term target and reversal

High Noon
Toolkit for derivative traders

78

By tradetiger software, customer can see the market depth and volume of the
particular company.

79

Depository services

80

Depository Services:
A Depository is like a bank wherein the deposits are securities. ( i.e. shares, debentures,
bonds, government securities, units, etc.) in electronic form. Besides holding securities, a
depository also provides service related to transaction in securities.
Depository provides its services to investors through its agents called depository participants
(DPs).
Sharekhan is one of the depositories.
NSDL-DP ID- IN300513
CDSL-DP ID- 12036000
It provides services as follow.

Account Opening
De-mat/ Re-mat/ Repurchase/ Redemption
Account Transfer Instructions
Inter Depository Transfer Instructions
Client Master Changes
Freezing/ De-freezing/ Account closing
Transmission
Pledge Creation/ Closure/ Invocation
Stock leading & Borrowing
SPEED-e & IDeAS/ easi & easiest.

81

Customer supporter

Call Center:
There is a call center at Bombay, where more than 200 employees are working efficiently.
Their work is as powerful that they complete every call within two minutes. So customers are
satisfied with them.

82

ON YOUR MOBILE
IN YOUR MAIL
IN MYINBOX

Relationship Manager:
Sharekhan provides personal relationship manager to its customer. The work of relationship
manager in Sharekhan ltd is as follow:

Punching in trades for clients.

Communicating intra-day trading calls and investment ideas to customers.

Conducting business development activities in branches.

Monitoring day to day operations at branch.

Maintaining regular relations with clients.

Alerts:

Variety of Alerts for equities, Mutual

Funds, IPOs and Traders

Get customize Daily Updates

Trade Execution Alerts will be set by

default for trading customers

83

Be the first to get Research updates

Setting Alerts was never easier

Get the advantage of new alerts being

added in the future

Seminar:
Sharekhan organizes seminars across the country from time to
time in order to educate investors in various subjects related to
the stock, derivatives and commodities markets. These exclusive
Seminars are organized by Sharekhan for its Online Trading
Customers for FREE.
These Seminar will equip and customer to take an
investment decision.
It is also doing for first step customers who have never invested his share before.

SHAREKHAN SHOPS:
All you have to do is walk into any of our 1200 share shops across 400 cities in India to get
a host of trading and investment related services. Our friendly customer service staff will also
help you with any account related queries you may have.
After hour Orders
Sharekhans customer also enjoy the facility of placing orders even after trading hours and
the orders are executed as soon as the market opens.

Value guide:Sharekhans customers also enjoy the facility of value guide for the detail of stock ideas,
investment insight, company detail etc.

Mobile n trade facility:Sharekhan lunches new facility for their customer to mobile n trade facility but still it
working process.
84

85

RESEARCH
Methodology

Objective of the Research:

The objective of the research is to know how many people are aware about the share
market.
To know about how many people are eager to know about stock market.

 To know the company awareness among the people.

Research Source:
In this research we have used primary sources for data collection.

Sample Size:
In this research 100 respondents are there included.

Research Instrument:
In this research we have used telephonic and face to face conversation for getting the result.

Que.: Do you invest into stock market?

Objective: To know how many people are doing investment in stock market.
Finding :

YES

57%

NO

43%

60%
50%
40%

57%
43%

30%
20%
10%
0%
yes

no

INTERPRETATION:
From the above chart we can conclude that there are 57% people are doing
investment in stock market and 43% people are not doing investment in stock
market.

Que: If yes, where do you investing?

Objective: To know in which area people are interested to doing investment.
Findings:
Equity

59%

Mutual Fund

21%

Commodity

7%

Other

13%

70%
60%
50%
40%
30%

59%

20%
21%

10%

7%

0%
Equity

Mutual Fund

Commodity

13%
Other

INTERPRETATION:
From the above chart we can see there are from 57% people, 59% in equity,
21% in mutual fund, 7% in commodity and 13% in other doing investment.
Que.:- If yes, from which brokerage house you do trading?
Objectives: - To know which company has taken priority place in
Customers mind.
Findings:Indiabulls
Angel
Shah investors
Sharekhan ltd.
Others

16%
29%
12%
36%
7%

40%
35%
30%
25%
20%
15%
10%
5%

36%

29%
16%

12%

7%

0%

INTERPRETATION:
We can know from above chart that most of the people are doing trade from
Sharekhan as 36% and 29% from angel, 16% from Indiabulls, 12% from shah
investment, 7% from other private sub brokers.

Que.: Which way you prefer for trading?

Objectives: To know how many people are doing trade online and offline.
Findings:
Online

46%

Offline

54%

54%
52%
50%

54%

48%
46%

46%

44%
42%
Online

Offline

INTERPRETATION:
Here we can conclude that now people are aware with internet facilities. So
46% traders prefer online trading. And 54% people are prefer offline trading
because of low availability of internet facility and busy in routine work.

Que.:-Have you ever heard about Sharekhan broking firm?

Objective:-to know how many people aware with Sharekhan ltd.
Finding:Yes

39%

No

61%

70%
60%
50%
61%

40%
30%

39%

20%
10%
0%
Yes

No

INTERPRETATION:
From the above graph we can conclude that 39% people from 64% are aware
with the Sharekhan ltd and 61% are not.

Que.:- Are you interested because we have scheme going on?

Objective:-To know how many people are eager to know Sharekhan scheme.
Finding:Yes

47%

No

53%

53%
52%
51%
50%

53%

49%
48%
47%

47%

46%
45%
44%

Yes

No

INTERPRETATION:
Here we knew that after listening the scheme of free opening de-mates account
and life time free available online software, 47% people are interested to know
about Sharekhan ltds services.

Que.:- If yes, can we take an appointment?

Objective: - To know how many people are interested for live demonstration of
Sharekhans online software
Finding:Yes

42%

No

58%

60%
50%
40%

58%

30%

42%

20%
10%
0%
Yes

No

INTERPRETATION:
From the above chart we can know 42% people are ready for live demonstration
of Sharekhans online software and 58% people are neglect for that.

LEARNING:
In Sharekhan we have learned how to maintain good relations with the customers by
giving them the proper service and solving their queries regarding the share market.
We have also learned how to maintain good relation with the employees and the cotrainees.
We have learned the meaning of the words that are mostly used in the share market.
We have learned about various products of the Sharekhan Limited.

 Learned about various products used in the share market especially De-mat accounts
and Mutual Funds.
We have learned how to use online trading terminal.
We have enhanced our communication and convincing skills and also how to interact
with people in real market.
We have learned how to take appointments.
We have learned how to open and close the calls.
We have got the practical knowledge of the market.
The main and important thing is that we had a practical experience of working in a
reputed company.

CONCLUSION
Importance of information technology in the field of stock broking is immense.
Buying and selling of shares through the internet is so easy.
As soon as prices of share s goes up and comes down then the customer can sell or
purchase the share instantly within seconds.
Products and services of the Sharekhan are good from others. Especially the software
of Sharekhan trade tiger is unique from others.
There are 57% people are doing trading in stock market.

 In it 59% people are doing trading in equity and others are in commodity, mutual
fund.
Mostly the people have opening the account from Sharekhan ltd and angel broking
ltd.
In Sharekhan the current scheme is that opening the de-mate account is free of charge
and there is no other charge on it for a year. Also the unique software of trade tiger
is allowed free of charge for life time.
After listening the current scheme 47% people are ready to opening the account.
Because of time limitation and also internet available problems, mostly people are
doing off-line trading. But now in days numbers of customers are increasing for
online trading.

BIBLIOGRAPHY
Lists of books:
Sharekhans brochures
Investment and portfolio management and basic of share market

Websites:

http://www.sharekhan.com
http://www.bseindia.com
http://www.nseindia.com
http://www.ncdex.com
http://www.mcxindia.com
http://www.mutualfunds.com
http://www.derrivatives.com

ANNEXURE

Telephonic and called calling Questionnaire

Name__________________________________

Contact no:_____________________________

Do you invest into stock market?

Yes

No

If yes, where do you investing?

Equity

Mutual fund

Commodity

Other

From which brokerage house you do trading?

Indiabulls

Shah Investors

Angle

Sharekhan

Which way you prefer for trading?

Online

Offline

Others

What is your current brokerage rate?

_________________________________________

Have you ever heard about Sharekhan broking firm?

Yes

Are you interested because we have scheme going on?

Yes

No

No

If yes then appointment is generated for live demonstration for Sharekhans online
software?
Yes

No

DE-MATE FORM