SUMMER TRAINING PROJECT REPORT ON PUBLIC SECTOR UNIT BANKS INVESTORS AWARENESS OF MUTUAL FUND AS ON INVESTMENT

Submitted to U.P. Technical University, Lucknow For The Partial Fulfillment Of Master of Business Administration 2010-2012 Project Done at Reliance mutual fund

Project Supervisor: Mr. Amit Prakash (Assistant manager )

Submitted By: MBA II yr. Roll No. 1012470022

(AFFILIATED TO U.P. TECHNICAL UNIVERSITY LUCKNOW)

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DECLARATION
Research report titled PUBLIC SECTOR UNIT BANKS INVESTORS AWARENESS OF MUTUAL FUND AS ON INVESTMENT is my original work and the same has not been submitted for the award of any other diploma or degree.

Place: LUCKNOW Date: ASHISH KUMAR TIWARI

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TABLE OF CONTENTS
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. Acknowledgement Abstract Executive summary Objectives of the project Introduction of the Mutual Fund Industry: What are mutual funds? Types of mutual fund scheme Risk Vs Reward Pros & Cons of investing in mutual funds Recent policy and regulatory initiatives Introduction of the organization The Reliance ADA Group Reliance Mutual Fund NAVs 0f reliance MF Research design and Methodology Data Collection Technique Prospects and scope of research Limitation of the Project Data analysis and interpretation SWOT Analysis Conclusion Recommendations and Suggestions Appendix

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Bibliography

Acknowledgements
I take this opportunity to express my deep sense of gratitude to all those who have contributed significantly by sharing their knowledge and experience in the completion of this project work. I am greatly obliged to, for providing me with the right kind of opportunity and facilities to complete this venture. My first word of gratitude is due to (Assistant Manager Reliance Mutual Fund) My corporate guide, for his kind help and support and his valuable guidance throughout my project. I am thankful to him for providing me with necessary insights and helping me out at every single step. I am highly thankful to (Assistant Professor) my internal faculty guide under whose able guidance this project work was carried out. I thank him for his continuous support and mentoring during the tenure of the project. Finally, I would also like to thank all my dear friends for their cooperation, advice and encouragement during the long and arduous task of carrying out the project and preparing this report.

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ABSTRACT

I joined RELIANCE MUTUAL FUND for internship program (as a part of MBA); I only had a theoretical knowledge of related subjects, thanks to my Faculty Guide and my Company Mentor for giving me an opportunity to implement my theoretical knowledge in practical aspect. My Company mentor Mr. Amit Prakash has given me the project to manage awareness of union bank investors about mutual fund, updating all the necessary information to them & to empanel new investors by visiting banks with Reliance Mutual Fund in Lucknow. I started this project by understanding the concept & technicalities of Mutual Fund. Analysis of Lucknow market through Primary & Secondary data helped me for further strategy. I have collected the secondary data of different ratios, portfolios, volatility measures, NAVs performance & returns of all the leading AMCs from the net and other source to make my analysis more effective. For the analysis of services & overall quality of Reliance AMC with other leading AMCs, I collected the Primary Data through Questionnaire. It helped me a lot to complete my project on time. Interaction with IFAs (Individual Financial Adviser) also helped me to understand more the concept & technicalities of mutual funds & also, compare our AMC with other AMCs because these are the persons who have enough knowledge about the investment market and investor behavior.

The Final Report includes, the analysis of the whole data (primary and Secondary) by putting in Graphical Mode. This analysis might be a Value Addition to RELIANCE Mutual Fund to make a strategy for particular Area (LUCKNOW).

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Executive Summary

The project involves a study of mutual fund industry and evaluating and suggesting measures to create the awareness among unit bank investor about mutual funds of Reliance Mutual fund and also to identify the strong as well as the weak points so that an appropriate sales pitch could be developed. The sales pitch highlighted features like Reliance being the pioneer in terms of AUM, its huge distributor base, returns being independent of the market ups and downs, etc. Calls were made to all the different channel distributors (Retail) across all tiers from companys database and appointments were sought. Thereafter a brief questionnaire was tilled up by them regarding their and consumers perception about reliance since they get the direct interaction with investors.

The second part of the project is to study & analyze the comparison of beta, volatility measures, portfolios and returns of different large Cap, mid cap & small cap funds because every distributors ask about the different ratios & beta (risk factor) of Reliance. So I have to provide all the necessary information to them so as to manage the relationship with them.

A comparative analysis is also done of Reliance Mutual Fund with other AMCs in order to find the market position of the company with respect to services provided by it. It was found that there are many issues on which the company needs to improve, which are elaborated in future parts of the report.

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Objective
This project aims to identify PUBLIC SECTOR UNIT BANKS INVESTORS AWARENESS OF MUTUAL FUND AS ON INVESTMENT for the Reliance mutual funds, to know how much people are aware of mutual fund as investment option specially union banks public sectors investors. A modest attempt has been made to study and understand the behavior and perception of the target audience, about mutual funds and their awareness.

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Mutual Fund Industry

Introduction
The mutual fund industry is a lot like the film star of the finance business. Though it is perhaps the smallest segment of the industry, it is also the most glamorous in that it is a young industry where there are changes in the rules of the game everyday, and there are constant shifts and upheavals. The mutual fund is structured around a fairly simple concept, the mitigation of risk through the spreading of investments across multiple entities, which is achieved by the pooling of a number of small investments into a large bucket. Yet it has been the subject of perhaps the most elaborate and prolonged regulatory effort in the history of the country. The Indian mutual fund industry is one of the fastest growing sectors in the Indian capital and financial markets. The mutual fund industry in India has seen dramatic improvements in quantity as well as quality of product and service offerings in recent years. Mutual funds assets under management grew by 96% between the end of 2001 and June 2007 and as a result it rose from 8% of GDP to 15%. The industry has grown in size and manages total assets of more than $30351 million. Of the various sectors, the private sector accounts for nearly 91% of the resources mobilized showing their overwhelming dominance in the market. Individuals constitute 98.04% of the total number of investors and contribute US $12062 million, which is 55.16% of the net assets under management.

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Steady growth of mutual fund business in India in the four decades from 1964, when UTI was set up is given in the table below:
Period (Year) 1964-69 1969-74 1974-79 1979-84 1986-87 1987-88 1988-89 1989-90 1990-91 1991-92 Aggregate Investment In Crores of Rupees 65 172 402 1261 4563.68 6738.81 13455.65 19110.92 23060.45 37480.20 Period (Year) 1992-93 1993-94 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 Aggregate Investment In Crores of Rupees 46988.02 61301.21 75050.21 81026.52 80539.00 68984.00 63472.00 107966.10 90587.00 94571.00

Mutual Fund Industry in its true spirit rooted in a free market and oriented towards competitive functioning with the dedicated goal of service to the investors can be said to have settled in India only in 1993. However the industry took its roots much earlier with the setting up of the Unit Trust in India (UTI) in 1964 by the Government of India. During the last 36 years, UTI has grown to be a dominant player in the industry with assets of over Rs.72, 333.43 Crores as on March 31, 2000. The UTI is governed by a special legislation, the Unit Trust of India Act, 1963. In 1987 public sector banks and insurance companies were permitted to set up mutual funds and accordingly since 1987, 6 public sector banks have set up mutual funds. Also the two Insurance companies LIC and GIC established mutual funds. Securities Exchange Board of India (SEBI) formulated the Mutual Fund (Regulation) 1993, which for the first time established a comprehensive

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regulatory framework for the mutual fund industry. Since then several mutual funds have been set up by the private and joint sectors.

WHAT ARE MUTUAL FUNDS?

CONCEPT:
A Mutual Fund is a trust that pools the savings of a number of investors who share a common financial goal. The money thus collected is then invested in capital market instruments such as shares, debentures and other securities. The income earned through these investments and the capital appreciations realized are shared by its unit holders in proportion to the number of units owned by them. Thus, a Mutual Fund is the most suitable investment for the common man as it offers an opportunity to invest in a diversified, professionally managed basket of securities at a relatively low cost.

DEFINITION:
Mutual funds are collective savings and investment vehicles where savings of small (or sometimes big) investors are pooled together to invest

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for their mutual benefit and returns distributed proportionately. Pooling of money ensures that small investors get the benefit of advice and expertise that is normally available only to very large investors. A mutual fund is an investment that pools your money with the money of an unlimited number of other investors. In return, you and the other investors each own shares of the fund. The fund's assets are invested according to an investment objective into the fund's portfolio of investments. Aggressive growth funds seek long-term capital growth by investing primarily in stocks of fast-growing smaller companies or market segments. Aggressive growth funds are also called capital appreciation funds. Mutual Funds are investment companies that make investments on behalf of individuals and institutions that share common financial goals. The suitability of a particular mutual fund for an individual investor depends on the type and nature of the fund's investments and amount of diversification. Funds are rated widely as to risk and return, and such ratings can be used to establish a match with investor goals and suitability. "Mutual Funds schemes are managed by respective Asset Management Companies sponsored by financial institutions, banks, private companies or international firms. The biggest Indian AMC is UTI while Alliance, Franklin Templeton etc are international AMC's.

Growth of Mutual Fund Business in India

The Indian Mutual fund business has passed through three phases. The first phase was between 1964 and 1987, when the only player was the Unit Trust of India, which had a total asset of Rs. 6,700/- crores at the end of 1988. The second phase is between 1987 and 1993 during which period 8 funds were established (6 by banks and one each by LIC and GIC). The total assets under management had grown to Rs. 61,028/- crores at the end of 1994 and the number of schemes were 167. The third phase began with the entry of private and foreign sectors in the Mutual fund industry in 1993. Kothari

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Pioneer Mutual fund was the first fund to be established by the private sector in association with a foreign fund. The share of the private players has risen rapidly since then. Within a short period of seven years after 1993 the growth statistics of the business of Mutual Funds in India is given in the table below:

Amount (Rs Crores)

UTI Public Sector Private Sector Total 72,333.43 10,444.78 25,167.89 1,07,946.10

Percentage (%)
67.00 9.68 23.32 100.00

Scope for Development of Mutual Fund Business in India

A Mutual Fund is the most suitable investment for the common man as it offers an opportunity to invest in a diversified, professionally managed basket of securities at a relatively low cost. India has a burgeoning population of middle class now estimated around 300 million.

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A typical Indian middle class family can have liquid savings ranging from Rs.2 to Rs.10 Lacs today. Investments in Banks are liquid and safe, but with the falling rate of interest offered by Banks on Deposits, it is no longer attractive. At best a part can be saved in bank deposits, but what are the other sources of investment for the common man? Mutual Fund is the ready answer. Viewed in this sense globally India is one of the best markets for Mutual Fund Business, so also for Insurance business. This is the reason that foreign companies compete with one another in setting up insurance and mutual fund business units in India. The sheer magnitude of the population of educated white collar employees provides unlimited scope for development of Mutual Fund Business in India.

Mutual funds- A BRIEF history:

The mutual fund industry started in India in a small way with the UTI Act creating what was effectively a small savings division within the RBI. Over a period of 25 years this grew fairly successfully and gave investors a good return, and therefore in 1989, as the next logical step, public sector banks and financial institutions were allowed to float mutual funds and their success emboldened the government to allow the private sector to foray into this area. The initial years of the industry also saw the emerging years of the Indian equity market, when a number of mistakes were made and hence the mutual fund schemes, which invested in lesser-known stocks and at very high levels, became loss leaders for retail investors. From those days to today the retail investor, for whom the mutual fund is actually intended, has not yet returned to the industry in a big way. But to be fair, the industry too has focused on brining in the large investor, so that it can create a significant base corpus, which can make the retail investor feel more secure. The mutual fund industry in India started in 1963 with the formation of Unit Trust of India, at

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the initiative of the Government of India and Reserve Bank the. The history of mutual funds in India can be broadly divided into four distinct phases.

First Phase 1964-87:

Unit Trust of India (UTI) was established on 1963 by an Act of Parliament. It was set up by the Reserve Bank of India and functioned under the Regulatory and administrative control of the Reserve Bank of India. In 1978 UTI was de-linked from the RBI and the Industrial Development Bank of India (IDBI) took over the regulatory and administrative control in place of RBI. The first scheme launched by UTI was Unit Scheme 1964. At the end of 1988 UTI had Rs.6, 700 crores of assets under management.

Second Phase 1987-1993 (Entry of Public Sector Funds):

1987 marked the entry of non- UTI, public sector mutual funds set up by public sector banks and Life Insurance Corporation of India (LIC) and General Insurance Corporation of India (GIC). SBI Mutual Fund was the first non- UTI Mutual Fund established in June 1987 followed by Canbank Mutual Fund (Dec 87), Punjab National Bank Mutual Fund (Aug 89), Indian Bank Mutual Fund (Nov 89), Bank of India (Jun 90), Bank of Baroda Mutual Fund (Oct 92). LIC established its mutual fund in June 1989 while GIC had set up its mutual fund in December 1990. At the end of 1993, the mutual fund industry had assets under management of Rs.47, 004 crores.

Third Phase 1993-2003 (Entry of Private Sector Funds)

With the entry of private sector funds in 1993, a new era started in the Indian mutual fund industry, giving the Indian investors a wider choice of fund families. Also, 1993 was the year in which the first Mutual Fund Regulations

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came into being, under which all mutual funds, except UTI were to be registered and governed. The erstwhile Kothari Pioneer (now merged with Franklin Templeton) was the first private sector mutual fund registered in July 1993. The 1993 SEBI (Mutual Fund) Regulations were substituted by a more comprehensive and revised Mutual Fund Regulations in 1996. The industry now functions under the SEBI (Mutual Fund) Regulations 1996. The number of mutual fund houses went on increasing, with many foreign mutual funds setting up funds in India and also the industry has witnessed several mergers and acquisitions. As at the end of January 2003, there were 33 mutual funds with total assets of Rs. 1, 21,805 crores. The Unit Trust of India with Rs.44, 541 crores of assets under management was way ahead of other mutual funds.

Fourth Phase since February 2003

In February 2003, following the repeal of the Unit Trust of India Act 1963 UTI was bifurcated into two separate entities. One is the Specified Undertaking of the Unit Trust of India with assets under management of Rs.29, 835 crores as at the end of January 2003, representing broadly, the assets of US 64 scheme, assured return and certain other schemes. The Specified Undertaking of Unit Trust of India, functioning under an administrator and under the rules framed by Government of India and does not come under the purview of the Mutual Fund Regulations. The second is the UTI Mutual Fund Ltd, sponsored by SBI, PNB, BOB and LIC. It is registered with SEBI and functions under the Mutual Fund Regulations. With the bifurcation of the erstwhile UTI which had in March 2000 more than Rs.76, 000 crores of assets under management and with the setting up of a UTI Mutual Fund, conforming to the SEBI Mutual Fund Regulations, and with recent mergers taking place among different private

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sector funds, the mutual fund industry has entered its current phase of consolidation and growth. As at the end of September, 2004, there were 29 funds, which manage assets of Rs.153108 crores under 421 schemes.

The graph indicates the growth of assets over the years.

2003-2004: A retrospect:
This year was extremely eventful for mutual funds. The aggressive competition in the business took its toll and two more mutual funds bit the dust. Alliance decided to remain in the ring after a highly public bidding war did not yield an acceptable price, while Zurich has been sold to HDFC Mutual. The growth of the industry continued to be corporate focused barring

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a few initiatives by mutual funds to expand the retail base. Large money brought with it the problems of low retention and consequently low profitability, which is one of the problems plaguing the business. But at the same time, the industry did see spectacular growth in assets, particularly among the private sector players, on the back of the continuing debt bull run. Equity did not find favor with investors since the market was lack-luster and performances of funds, barring a few, were quite disappointing for investors. The other aspect of this issue is that institutional investors do not usually favor equity. It is largely a retail segment product and without retail depth, most mutual funds have been unable to tap this market. The tables given below are a snapshot of the AUM story, for the industry as a whole and for debt and equity separately.

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TYPES OF MUTUAL FUND SCHEMES

BY STRUCTURE OPEN-ENDED SCHEME CLOSE-ENDED SCHEME INTERVAL SCHEME BY INVESTMENT OBJECTIVE GROWTH SCHEME INCOME SCHEME BALANCED SCHEME MONEY MARKET SCHEME OTHER SCHEMES TAX SAVING SCHEME SECTOR SPECIFIC SCHEME INDEX SCHEME

Risk Vs Reward

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Having understood the basics of mutual funds the next step is to build a successful investment portfolio. Before you can begin to build a portfolio, one should understand some other elements of mutual fund investing and how they can affect the potential value of your investments over the years. The first thing that has to be kept in mind is that when you invest in mutual funds, there is no guarantee that you will end up with more money when you withdraw your investment than what you started out with. That is the potential of loss is always there. The loss of value in your investment is what is considered risk in investing. Even so, the opportunity for investment growth that is possible through investments in mutual funds far exceeds that concern for most investors. Heres why. At the cornerstone of investing is the basic principal that the greater the risk you take, the greater the potential reward. Or stated in another way, you get what you pay for and you get paid a higher return only when you're willing to accept more volatility. Risk then, refers to the volatility -- the up and down activity in the markets and individual issues that occurs constantly over time. This volatility can be caused by a number of factors -- interest rate changes, inflation or general economic conditions. It is this variability, uncertainty and potential for loss, that causes investors to worry. We all fear the possibility that a stock we invest in will fall substantially. But it is this very volatility that is the exact reason that you can expect to earn a higher long-term return from these investments than from a savings account.

Different types of mutual funds have different levels of volatility or potential

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price change, and those with the greater chance of losing value are also the funds that can produce the greater returns for you over time. So risk has two sides: it causes the value of your investments to fluctuate, but it is precisely the reason you can expect to earn higher returns. You might find it helpful to remember that all financial investments will fluctuate. There are very few perfectly safe havens and those simply don't pay enough to beat inflation over the long run.

Types of risks

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All investments involve some form of risk. Consider these common types of risk and evaluate them against potential rewards when you select an investment.

Market Risk At times the prices or yields of all the securities in a particular
market rise or fall due to broad outside influences. When this happens, the stock prices of both an outstanding, highly profitable company and a fledgling corporation may be affected. This change in price is due to "market risk". Also known as systematic risk.

Inflation Risk Sometimes referred to as "loss of purchasing power."

Whenever inflation rises forward faster than the earnings on your investment, you run the risk that you'll actually be able to buy less, not more. Inflation risk also occurs when prices rise faster than your returns.

Credit Risk In short, how stable is the company or entity to which you lend
your money when you invest? How certain are you that it will be able to pay the interest you are promised, or repay your principal when the investment matures?

Interest Rate Risk Changing interest rates affect both equities and bonds
in many ways. Investors are reminded that "predicting" which way rates will go is rarely successful. A diversified portfolio can help in offsetting these changes.

Exchange risk A number of companies generate revenues in foreign

currencies and may have investments or expenses also denominated in foreign currencies. Changes in exchange rates may, therefore, have a positive or negative impact on companies which in turn would have an effect on the investment of the fund.

Investment Risks The sectoral fund schemes, investments will be

predominantly in equities of select companies in the particular sectors.

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Accordingly, the NAV of the schemes are linked to the equity performance of such companies and may be more volatile than a more diversified portfolio of equities.

Changes in the Government Policy

Changes in Government policy especially in regard to the tax benefits may impact the business prospects of the companies leading to an impact on the investments made by the fund Effect of loss of key professionals and inability to adapt business to the rapid technological change. An industries' key asset is often the personnel who run the business i.e. intellectual properties of the key employees of the respective companies. Given the ever-changing complexion of few industries and the high obsolescence levels, availability of qualified, trained and motivated personnel is very critical for the success of industries in few sectors. It is, therefore, necessary to attract key personnel and also to retain them to meet the changing environment and challenges the sector offers. Failure or inability to attract/retain such qualified key personnel may impact the prospects of the companies in the particular sector in which the fund invests.

PROS & CONS OF INVESTING IN MUTUAL FUNDS:

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The Advantages of Investing in a Mutual Fund:

Professional Management:
The investor avails of the services of experienced and skilled professionals who are backed by a dedicated investment research team which analyses the performance and prospects of companies and selects suitable investments to achieve the objectives of the scheme.

Diversification:
Mutual Funds invest in a number of companies across a broad cross-section of industries and sectors. This diversification reduces the risk because seldom do all stocks decline at the same time and in the same proportion. You achieve this diversification through a Mutual Fund with far less money than you can do on your own.

Convenient Administration:
Investing in a Mutual Fund reduces paperwork and helps you avoid many problems such as bad deliveries, delayed payments and unnecessary follow up with brokers and companies. Mutual Funds save your time and make investing easy and convenient.

Return Potential:
Over a medium to long-term, Mutual Funds have the potential to provide a higher return as they invest in a diversified basket of selected securities.

Low Costs:

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Mutual Funds are a relatively less expensive way to invest compared to directly investing in the capital markets because the benefits of scale in brokerage, custodial and other fees translate into lower costs for investors.

Liquidity:
In open-ended schemes, you can get your money back promptly at net asset value related prices from the Mutual Fund itself. With close-ended schemes, you can sell your units on a stock exchange at the prevailing market price or avail of the facility of direct repurchase at NAV related prices which some close-ended and interval schemes offer you periodically.

Transparency:
You get regular information on the value of your investment in addition to disclosure on the specific investments made by your scheme, the proportion invested in each class of assets and the fund manager's investment strategy and outlook.

Flexibility:
Through features such as regular investment plans, regular withdrawal plans and dividend reinvestment plans, you can systematically invest or withdraw funds according to your needs and convenience.

Well Regulated:
All Mutual Funds are registered with SEBI and they function within the provisions of strict regulations designed to protect the interests of investors. The operations of Mutual Funds are regularly monitored by SEBI.

Drawbacks of mutual funds

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Fluctuating Returns:
Mutual funds are like many other investments without a guaranteed return: there is always the possibility that the value of your mutual fund will depreciate. Unlike fixed-income products, such as bonds and Treasury bills, mutual funds experience price fluctuations along with the stocks that make up the
fund. When deciding on a particular fund to buy, you need to research the risks involved just because a

professional manager is looking after the fund, that doesn't mean the

performance will be stellar.

Another important thing to know is that mutual funds are not guaranteed by the U.S. government, so in the case of dissolution, you won't get anything back. This is especially important for investors in money market funds. Unlike a bank deposit, a mutual fund will be insured by the Federal Deposit Insurance Corporation (FDIC).

Diversification
Although diversification is one of the keys to successful investing, many mutual fund
investors tend to overdiversify. The idea of diversification is to reduce the risks associated with holding a single security; overdiversification (also known as

diworsification) occurs when investors acquire many funds that are highly related and,
as a result, don't get the risk reducing benefits of diversification.

At the other extreme, just because you own mutual funds doesn't mean you are automatically diversified. For example, a fund that invests only in a particular industry or region is still relatively risky.

Cash, Cash and More Cash:

As you know already, mutual funds pool money from thousands of investors, so everyday investors are putting money into the fund as well

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as withdrawing investments. To maintain liquidity and the capacity to

accommodate withdrawals, funds typically have to keep a large portion of their portfolios as cash. Having ample cash is great for liquidity, but money sitting around as cash is not working for you and thus is not very advantageous.

Costs:
Mutual funds provide investors with professional management, but it comes at a cost. Funds will typically have a range of different fees that reduce the overall payout. In mutual funds, the fees are classified into two categories: shareholder fees and annual operating fees. The shareholder fees, in the forms of loads and redemption fees are paid directly by shareholders purchasing or selling the funds. The annual fund operating fees are charged as an annual percentage usually ranging from
1-3%. These fees are assessed to mutual fund investors regardless of the performance of the fund. As you can imagine, in years when the fund doesn't make money, these fees only magnify losses.

Misleading Advertisements:
The misleading advertisements of different funds can guide investors down the wrong path. Some funds may be incorrectly labeled as growth funds, while others are classified as small cap or income funds. The Securities and Exchange Commission (SEC) requires that funds have at least
80% of assets in the particular type of investment implied in their names. How the remaining assets are invested is up to the fund manager.

However, the different categories that qualify for the required 80% of the assets may be vague and wide-ranging. A fund can therefore manipulate prospective investors by using names that are attractive and misleading. Instead of labeling itself a small cap, a fund may be sold as a "growth fund". Or, the "Congo High-Tech Fund" could be sold with the title "International High-Tech Fund".

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Evaluating Funds:
Another disadvantage of mutual funds is the difficulty they pose for investors interested in researching and evaluating the different funds. Unlike stocks, mutual funds do not offer investors the opportunity to compare the P/E ratio, sales growth, earnings per share, etc. A mutual
fund's net

asset value gives investors the total value of the fund's portfolio

less liabilities, but how do you know if one fund is better than another?
Furthermore, advertisements, rankings and ratings issued by fund companies only describe past performance. Always note that mutual fund descriptions/advertisements always include the tagline "past results are not indicative of future returns". Be sure not to pick funds only because they have performed well in the past - yesterday's big winners may be today's big losers.

Taxes:
When
making decisions about your money, fund managers don't consider your personal tax

situation. For example, when a fund manager sells a security, a capital-gains tax is triggered, which affects how profitable the individual is from the sale. It might have been more advantageous for the individual to defer the capital gains liability.

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Structure of Investment Companies (Mutual Funds)

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ORGANISATION OF A MUTUAL FUND

There are many entities involved and the diagram below illustrates the organi zational set up of a mutual fund:

Organization of a Mutual Fund

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Fund Sponsor:
A 'sponsor' is any person who, acting alone or in combination with another body corporate, establishes a MF. The sponsor of a fund is similar to the promoter of a company. In accordance with SEBI Regulations, the sponsor forms a trust and appoints a Board of Trustees, and 'also generally appoints an AMC as fund manager. In addition, the sponsor also appoints a custodian to hold the fund assets. The sponsor must contribute at least 40% of the net worth of the AMC and possess a sound financial track record over five years prior to registration.

Mutual Fund:
A MF in India is constituted in the form of a trust under the Indian Trusts Act, 1882. The fund invites investors to contribute their money in the common pool, by subscribing to 'units' issued by various schemes established by the trust. The assets of the trust are held by the trustee for the benefit of unit holders, who are the, beneficiaries of the trust. Under the Indian Trusts Act, the trust or the fund has no independent legal capacity; it is the trustee(s) who have the legal capacity.

Custodian:
Often an independent organization, it takes custody of securities and other assets of mutual funds, its units and segregating assets and settlement between schemes. Their charges range between .15-1.2 percent of the net value of holding. Custodian can service more than one find.

Trustees:
The MF or trust can either be managed by the Board of Trustees, which is a body of individuals, or by a Trust Company, which is a corporate body. Most of the funds in India are managed by Board of Trustees. The trustees being

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the primary; guardians of the unit holders funds and assets, a trustee has to be a person of high repute and integrity. The trustees, however, do not directly manage the portfolio securities. The portfolio is managed by the AMC as per the defined objectives, accordance with Trust Deed and SEBI (Mutual Funds) Regulations.

Asset Management Company:

The AMC, which is appointed by the sponsor or the trustees and approved by SEBI, acts like the investment manager of the trust. The AMC functions under the supervision of its own Board of Directors, and also under the direction of the trustees and SEBI.

AMC in the name of the trust, floats and manages the different investment 'schemes' as per the SEBI Regulations and as per the Investment Management Agreement signed with the Trustees.

Apart from these, the MF has some other fund constituents, such as custodians and depositories, banks, transfer agents and distributors. The custodian is appointed for safe keeping of securities and participating in the clearing system through approved depository.

The bankers handle the financial dealings of the fund. Transfer agents a responsible for issue and redemption of units of MF. AMCs appoint distributors of brokers who sell units on behalf of the Fund, and also serve as investment advisers.

Besides brokers, independent individuals are also appointed as 'agents' for the purpose of selling fund schemes to investors. The regulations require

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arm's length relationship between the fund sponsors, trustees, custodians and AMC.

Valuation of Mutual Funds

Since owner is a part owner of a Mutual Fund, it is necessary to establish the value of his part i.e. each share or unit that an investor holds need to be assigned a value. These units held by an investor evidence the ownership of the funds assets, the value of the total assets of the fund when divided by the total number of units issued by mutual funds gives us the value of one unit. This is generally called the Net Assets Value (NAV) of one unit or one share. The value of investors part ownership is thus determined by the NAV of the numbers of units held. A Mutual Fund is a common investment vehicle to where the assets of the fund belong directly to the investors. Investors subscriptions are accounted for by the fund not as liabilities or deposits but as Unit Capital. The investments made on behalf of the investors are refecleted on the assets side which are the main constituent of the balance sheet and the liabilities of strictly in short term nature may also be part of the balance sheet. The funds net assets are therefore defined as the assets- minus liabilities.

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As there are many investors in a fund, it is common practice for mutual fund to complete the share of each investor on the basis of the value of Net Assets per Share/Unit, commonly known as the Net Asset Value (NAV).

NAV = Net Assets of the scheme /Number of units outstanding, i.e. Market Value of investment + receivables + other accrued income + other asset accrued expenses other payables other liabilities/ No. Of units outstanding as at the NAV date

For the purpose of the NAV calculations, the day on which NAV is calculated by a fund is known as the Valuation Date. NAV of all the schemes must be calculated and published at least weekly for closed end schemes and daily for open-ended schemes. NAVs for a day must also be posted on AMFTs website by 8:00pm on that day. A funds NAV is a affected by four sets of factors: 1. Purchase and sale of investment securities. 2. Valuation of all investments securities held 3. Other assets and liabilities, and 4. Units sold or redeemed Other Assets include any income due to the fund but not received as on the valuation date (for example, dividend announced by the company yet to be received)

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 Other Liabilities includes expenses payable by the fund, for example Custodian fees or even the management fees payable to the AMC.

Types of Investment Companies

Investment companies fall into two general categories: Open-end; and Closed-end companies.

Open - end Investment Companies:

These companies raise capital through issue of shares, which are not traded on stock exchanges, but handled by specified dealer in over-the-counter, transactions. The money obtained from the sale of share is invested directly in the shares of other companies. Usually, no level age occurs in the openend fund, unless the company can borrow money to invest, as some companies do. An example of open-end investment company in India is the Unit Trust of India. It came into existence on 1 February 1964 under the Unit Trust of India Act, 1963. The actual sales of units were commenced by the UTI from 1 July 1964. The sale is conducted through branches of banks and through members of recognized stock exchanges. The UTI is declared to be a balanced fund, investing in both equity and fixed- income securities.

Closed-end Investment Companies

These companies operate in much the same fashion as any industrial company. It issues a fixed number of shares, which may be listed on a stock exchange and bought and sold like any company's shares. If the management desires, it might revise additional equity issues, bonds or preferred stock issues. Majority of such companies have bonds and preferred stocks outstanding as apart of their capital structure. The use of fixed income securities results in financial leverage for equity shareholders. Such a company will have both asset leverage as well as

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earnings leverage. Asset leverage is said to occur when the price of equity owned by the company (company's assets) increase or decreases.

If the value of the total assets increases, there is greater proportional increase in the value of the equity shares of the investment company and being fixed claims, against assets, any increase in assets goes to equity shareholders. Thus, as the value of investment of an investment company increases the value of its equity shares increases faster. However, as the asset value increases without a corresponding increase in debt capital, the leverage effect is diminished. The interest of debt and the dividends on preference shares represent a fixed charge on the company's earnings . Any increase in earnings over the interest payments and dividends goes to the equity shareholders. As long as company earns more than is needed to pay the interest and dividends, the owner will benefit owing to the earning leverage. As earnings increase, the rate of increase of the return to the equity shareholder increases faster than the rate of increase of the return on the total assets, but, it may have adverse effects when earnings fall and assets decline in value. A closed-end company that raises a substantial portion of its capital by way of debt will be susceptible to wider fluctuations in value, than a company with a relatively small amount of debt. These leverage effects to also tend to accentuate the cyclical movement of stock prices.

Closed-end investment companies offer various Advantages to an investor. Some of these may be listed as follows:
Their investment policies are highly flexible and hence, they provide an opportunity for greater diversification of investment than open-end companies. Due to greater diversification and a higher scope for gearing of capital, they offer better returns to investors. They have an additional advantage of ploughing back of profit and, hence increasing returns to their members. Risk of loss is minimized due to

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above reasons. Given that most such companies are listed on the stock exchange, shareholders face no problems in disposing of their holdings. In addition to the above, there are many other types of mutual funds which may be classified on the basis of their objectives and portfolios. These mutual funds are: Equity funds: Those funds which invest only in equity shares and undertake the associated risk; Income funds: Those funds which invest in securities which will earn high income; Growth funds: Those funds which invest in growth oriented securities so as to assure appreciation in their value in the long run; Liquid funds: Those funds which specialize in investing in shortreturn; Special funds: Those funds which invest only in specialized channels like (a) gold and silver, (b) a specific country (Japan Fund, India Fund, etc.), (c) a specific category of companies (Technology Fund); Index-Linked funds: Those funds which invest only in those shares which are included in the market indices and in the same proportion. They move with the market index; Leveraged funds: Leveraged funds are those which increase the size of the value of the portfolio and benefit the shareholders by gains exceeding the cost of the borrowed funds; Real Estate fund: Such funds are meant for the real estate ventures. Balanced funds: Those which divide their investments between equity shares and bonds in order to meet the objectives of safety, growth, and regularity of income; term

money market instruments with emphasis on liquidity with a low rate of

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 Hedge funds: Funds that buy shares whose prices are likely to go up and sell short, shares whose prices are expected to go down; and finally Offshore funds: These specialize in investing in foreign companies.

REGULATION OF MUTUAL FUNDS

The primary authority for regulating Mutual Funds in India is SEBI. SEBI requires all Mutual Funds to be registered with it. The SEBI (Mutual Funds) Regulations, 1996 outlined the broad framework of authorization process and selection criteria. Accordingly, the authorization for the mutual fund will be granted in two steps. The first step will involve approval and eligibility of each of the constituents of the mutual fund viz. sponsors, trustees, asset management company (AMC) and custodian. For this purpose the interested parties would be required to submit necessary information only in on prescribed formats). The second stage will involve formal authorization of the mutual funds for business. For this purpose the sponsor or the AMC would be required to apply to SEBI in an application form for authorization along with an application fee to be specified later. The authorisation shall be granted subject to conditions as may be considered necessary by SEBI and payment of auth9risation fee as may be specified. It shall be SEBI's endeavor to advise an applicant within 10 to 15 working days of receipt of his letter / application form regarding status of his application.

The eligibility of the sponsor will be examined with respect to the following:

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 Sponsor could be a registered company, scheduled bank or all India or State level financial institution; More than one registered company can also act as sponsor for a mutual fund; Joint sponsorship with any of the entities in (a) above will also be eligible, and Sponsoring registered companies could be private or public limited companies either listed or unlisted.

Sponsor and where there is more than one sponsor, each of the sponsoring entities, must have a sound track record as evidenced by Audited balance sheet and profit and loss .account for last five years; A positive net worth and consistent record of profitability and a good financial standing during the last five years; Good credit record with banks and financial institutions; General reputation in the market; Organization and management, and Fairness in business transactions. Sponsor or more than one sponsor put together should have at least a 40 per cent stake in the paid-up equity of the AMC.

Guidelines for mutual funds as per SEBI The AMC will be authorized by SEBI on the basis of the criteria indicated in the guidelines. , SEBI regulations clearly state that all funds and schemes operational under them would be bound by their regulations. SEBI has recently taken following steps for the regulation of mutual funds:

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 Formation: Certain structural changes have also been made in the mutual fund industry, as part of which, mutual funds are required to set up asset management companies with fifty percent independent directors, separate board of trustee companies, consisting of a minimum fifty percent of independent trustees and to appoint independent custodians. This is to ensure an arm's length relationship between trustees, fund managers and custodians, and is in contrast with the situation prevailing earlier in which all three functions were often performed by one body which was usually the sponsor of the fund or a subsidiary of the sponsor . Thus, the process of forming and floating mutual funds has been made a tripartite exercise by authorities. The trustees, the asset management companies (AMCs) and the mutual fund shareholders form the three legs. SEBI guidelines provide for the trustees to maintain an arm's length relationship with the AMCs and do all those things that would secure the right of investors. With funds being managed by AMCs and custody of assets remaining with trustees, an element of counter-balancing of risks exists as both can keep tabs on each other.

Registration: In January 1993, SEBI prescribed registration of mutual funds taking into account track record of a sponsor, integrity in business transactions and financial soundness while granting permission. This will curb excessive growth of the mutual funds and protect investor's interest by registering only the sound promoters with a proven track record and financial strength. In February 1993, SEBI cleared six private sect9r mutual funds viz. 20th Century Finance Corporation, Industrial Credit& Investment Corporation of

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India, Tata Sons, Credit Capital Finance Corporation, Ceat Financial Services and Apple Industries.

Documents: The offer documents of schemes launched by mutual funds and the scheme particulars are required to be vetted by SEBI. A standard format for mutual fund prospectuses is being formulated. Code of advertisement: Mutual funds have been required to adhere to a code of advertisement.

Assurance on returns: SEBI has introduced a change in the Securities Control and Regulations Act governing the mutual funds. Now the mutual funds were prevented from giving any assurance on the land of returns they would be providing. However, under pressure from the mutual funds, SEBI revised the guidelines allowing assurances on return subject to certain conditions. Hence, only those mutual funds which have been in the market for at least live years are allowed to assure a maximum return of 12 per cent only, for one year. With this, SEBI, by default, allowed public sector mutual funds an advantage against the newly set up private mutual funds. As per basic tenets of investment, it can be justifiably argued that investments in the capital market carried a certain amount of risk, and any investor investing in the markets with an aim of making profit from capital appreciation, or otherwise, should also be prepared to bear the risks of loss.

Minimum corpus:

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The current SEBI guidelines on mutual funds prescribe a minimum s art-up corpus of Rs.50 crore for an open-ended scheme, and Rs.20 crore corpus :or closed-ended scheme, failing which application money has to be refunded. The idea behind forwarding such a proposal to SEBI is that in the past, the minimum corpus requirements have forced AMCs to solicit funds from corporate bodies, thus, reducing mutual funds into quasi-portfolio management outfits. In fact, the Association' of Mutual Funds in India (AMFI) has repeatedly appealed to the regulatory authorities for scrapping the minimum corpus requirements.

Institutionalization: The efforts of SEBI have, in the last few years, been to institutionalise the market by introducing proportionate allotment and increasing the minimum deposit amount to Rs.5000 etc. These efforts are to channel the investment of individual investors into the mutual funds.

Investment of funds mobilized: In November 1992, SEBI increased the time limit from six months to nine months within which the mutual funds have to invest resources raised from the latest tax saving schemes. The guideline was issued to protect the mutual funds from the disadvantage of investing funds in the bullish market at very high prices and suffering from poor NA V thereafter.

Investment in money market: SEBI guidelines say that mutual funds can invest a maximum of 25 per cent of resources mobilised into money-market instruments in the first six months after closing the funds and a maximum of 15 per cent of the corpus after six months to meet short term liquidity requirements. Private sector mutual

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funds, for the first time, were allowed to invest in the call money market after this year's budget. As SEBI regulations limit their exposure to money markets, mutual funds are not major players in the call money market. Thus, mutual funds do not have a significant impact on the call money market. SEBI also conclude that mutual funds were not responsible for the unprecedented shooting up of call money rates. Some funds exceeded their limits in an effort to improve their sagging net asset values (NAVs), usually, funds can early only about 9-12 per cent. Thus, the prospect of earning more than 40 per cent may have been tempting.

Valuation of investment: SEBI should work in tandem with the Institute of Chartered Accountants of India (ICAI) to take up a fresh look at mutual fund regulations enacted in 1993. The valuation of investments, a key aspect of fund accounting, as on balance sheet date, needs review, SEBI regulations 1993, give discretionary powers to the fund managers as far as the valuation of the investment portfolio on the balance sheet date is concerned. There are no accounting standards or guidelines prescribed by the ICAI for the valuation of a mutual fund's investment portfolio. The mutual funds are clearly taking advantage of this situation and valuing the portfolio at cost of acquisition. The subsequent depreciation or appreciation in the investment portfolio is not accounted for. Thus, the mutual funds may be able to show profits in the balance sheet even if there is severe erosion in the value of the investment portfolio. This erosion in the values of the investment portfolios is clearly seen in the net asset values (NA V) as on the balance sheet date. But the accounts of the mutual funds do not reveal the same.

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The objective of the accounting in case of a mutual fund should be besides showing details of income, expenses, assets and liabilities, has to reveal the true value of the fund. The value of the fund is already reflected in, its NAV and the balance sheet is expected to be in consonance with this value. This requires that the investment portfolio be calculated at market values, providing for any depreciation or appreciation. . The transparent and well understood declaration or Net Asset Values (NAVs) of mutual fund schemes is an important issue in providing investors with information as to the performance of the fund.

SEBI had warned some mutual funds earlier of unhealthy market practices, and is currently working on a common format for calculating the net asset values (NAVs) of mutual funds, which are done in various ways by them at present.

Inspection: SEBI inspect mutual funds every year. A full SEBI inspection of all f the 27 mutual funds were proposed to be done by the March 1996 to streamline their operations and protect the investor's interests. Mutual funds are monitored and inspected by SEBI to ensure compliance with the regulations.

Underwriting: In July 1994, SEBI permitted mutual funds to take up underwriting of primary issues as apart of their investment activity. This step may assist the mutual funds in diversifying the business.

Conduct:

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In September 1994, it was clarified by SEBI that mutual funds shall not offer buy back schemes or assured returns to corporate investors. The Regulations governing Mutual Funds and Portfolio Managers ensure transparency in their functioning.

Voting rights: In September 1993, mutual funds were allowed to exercise their voting rights. Department of Company Affairs has reportedly granted mutual funds the right to vote as full-fledged shareholders in companies where they have equity investments.

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RECENT POLICY AND REGULATORY INITIATIVES

The policy and regulatory initiatives since April 2000 include: Investment by Mutual funds.

SEBI amended regulations to:

Permit investments by Mutual funds in the mortgage-backed securities. These securities, however, must have a credit rating of not below investment grade and would represent investments in real estate mortgages (i.e., loans secured by real estate collateral) and not directly in real estate. This was expected to augment the availability of funds for housing sector and provide greater investment flexibility to the MFS. Allow Mutual Funds to invest in unlisted companies. A MF scheme could invest upto 5% of its net asset value (NAV) in the unlisted equity shares or equity related instruments in case of open-ended scheme and up to 10% of its NAV in case of closed-ended scheme. Within the investment limit of 15% of NAV in debt instruments issued by a single issuer, Mutual Funds could also invest in mortgage-backed securitized debt, which are rated not below investment grade by a credit rating agency registered with SEBI. SEBI Regulations also stipulate that the asset management company (AMC) shall exercise due diligence and care in all its investment decisions. For effective implementation and bringing about transparency in the investment decisions, all the AMCs were advised to maintain records in support of each investment decisions which would indicate data, facts and opinion leading to that decision. AMC boards may develop a mechanism to verify that due diligence is being exercised while making investment decisions.

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 Specific attention may be given to investments in unlisted' and privately placed securities, unrated debt securities, non-performing assets (NP As), transactions where associates are involved and the instances where there is poor performance of the schemes.

MF Distribution by NSCCL:
In a move to encourage the MF industry, NSE and NSCCL have launched the Mutual' Fund Service System (MFSS) to effectively cater to buying/redemption of units of Mutual Funds by individual investors, which presently takes place manually. The main objective of MFSS is to provide a one-stop shop to investors for transacting in financial products. NSE with its trading terminals across the country offers a mechanism for collection of orders from the market and NSCCL undertakes the clearing and settlement of the same. : While a good number of closed-ended schemes are traded on the exchanges; the facilities for transacting in open-ended schemes of the Mutual Funds are very limited. Today the entire process of buying and redeeming open-ended MF scheme units takes place directly between the individual investor and the AMC.

The salient features of the system are as follows:

Orders for purchase and sale of units from investors are collected using the on- line order collection system of NSE, which are finally settled using the clearing and settlement system of NSCCL. The orders collected on 'T' day would be received by NSCCL by the end of the day or latest on T +1 morning and conveyed to the MFS to facilitate computation of the NAV and the corresponding sale/repurchase prices of the units. The MF would send the issue/repurchase prices computed by them to the NSCCL on T+l day. The respective MF would be the counter-party for each trade.

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 The orders would be cleared and settled on an order to order basis. Settlement would be on rolling basis with the orders received on T day being settled on T+5 day. The members are required to deliver the securities/ funds due to the investors within two working days of receiving the pay-out from NSCCL. No transaction charges will be levied on members.

This will not only boost the Mutual Fund industry but would also enable easy access for the investors to the industry .Zurich Mutual Fund is the first MF to go live using this system.

MF Distribution through Post Offices:

Post offices started distributing MF products. IDBI Principal Mutual Fund has started distributing its index, balanced and income funds through select post offices branches. Other Mutual Funds like, SBI Mutual, ICICI Prudential, UTI and Zurich Mutual Fund are also tying up with Department of Posts to distribute their products. The MF supplies application forms for their schemes to the post office for sale over the counter and any customer who wishes to invest in MF can take a form from the counter, fill it in and hand it back to the officials in the post office which in turn are handed over to the MF office, This system of distribution is presently operational only in selected post offices in the 4 cities of Delhi, Mumbai, Patna and Kolkata.

NET ASSET VALUE (NAV)

The share ice of the mutual fund is based on its net asset value (NAV) per share, which is found by subtracting from the market value of the portfolio the mutual fun liabilities and the dividing by the number of mutual fund shares issued. That is:

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Market value of portfolio -Liabilities Net asset value per share = Number of mutual fund shares issued

In August 1994, SEBI had formed a six-member committee to suggest disclosure practices and standardized procedures for computation of net asset values for mutual fund schemes. The committee finalized its report on 12 December 1995 and the same was released on 1 January 1996.

The major guidelines are discussed below:

There has been a major shift in the valuation of securities used for the calculation the net asset value (NAV) of the mutual fund scheme. Earlier, calculation of the NAV was done by valuing the securities at cost. This has now been changed to marking securities at market value. The investments which are shown in balance sheet should also be shown at market value so that this comparable with the net asset value. Further marking of all investments at market prices also permits inter- scheme comparison some extent. It has been recommended that the NAVs of both open-end and close-end scheme be calculated on a weekly basis, at least. The fees paid by the mutual fund to the asset management company should linked to the performance of the mutual fund schemes as against a flat rate charge earlier which did not take into account the mutual fund scheme's performance. It, now suggested that mutual funds would be paying a basic annual fee to the AMC computed as a percentage of the average weekly net asset value of the scheme and an additional fee calculated as a percentage of the net growth of the scheme.

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The AMC will have the discretion of floating no load or load schemes or a mixture of the two. Presently, mutual funds are permitted to deduct up to 6% from the net asset value to account for issue expenses. The report has suggested that repurchase and resale price of open-end schemes should be linked to the NAV of the scheme. Accordingly, the repurchase price of an open-end scheme should not be lower than 93 per cent of the net asset value and the resale price should not be more than 1.07 times the net asset value. Also, the spread between the repurchase and re-sale price should not exceed seven percentage points. It has been suggested that the failure of a mutual fund scheme to give the minimum assured returns should be met out of the funds of the asset management company and not the corpus of the mutual fund scheme. The report has suggested that the AMC should disclose custodian and registration fees and has done away with the distinction of short term and long term capital gains. The committee has suggested the disclosure of ratio of expenses to net assets and gross income to net assets. These guidelines would apply to all the mutual fund schemes launched in the future but it is not yet decided if these guidelines should be made applicable to existing schemes. Some members of the committee feel that existing schemes should adhere to these guidelines with effect from 1 April 1997. Mutual fund shares are quoted on a bid- offer basis. The offer price is the price at which the mutual fund will sell the shares. It is equal to the NAV per share plus any sales commission that the mutual fund may charge. The sales commission is referred to as a load. Within a short span of four to five years, mutual funds operation has become integral part of the Indian financial system. Investors in India look at mutual

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funds as a substitute of fixed deposits in banks rather than as a substitute for investment in securities. Mutual funds provide an opportunity for the risk-averse investors to share their risk and yet go in for high return equities in the capital market. The popularity of mutual funds has soared so have their diversity and complexity. Despite the many advantages (e.g. diversification, continuous professional management, low operating costs, shareholder services, liquidity, safety from loss due to unethical practices etc.), mutual funds are not for everyone. Critics argue that funds are boring, since shareholders do not have any say as to which stocks are selected. Some people have been able to strike it rich with the right stock. That then is also a danger of getting carried away and ending up with a big stake in a promising company that is suddenly runs into deep trouble, plunges in value, and takes the life savings down with it. The chances of that happening with the mutual funds are much lower since they are diversified and professionally managed. The reason most investors do not excel in stock picking is that they succumb to certain common errors, many of which can be avoided or minimized with mutual funds. However, successful investing being a serious business requiring a well thought- out plan, investors do not need to be familiar with the characteristics of the different types of mutual funds. Too many investors do not understand what they are buying, or even what they are paying. With so many choices, investors make the wrong decisions. Besides investing in inappropriate and high-cost mutual funds, investors also buy laggards. There is no shortage of mediocre performers.

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Mutual Funds Operations In India

Mutual funds le households an option for portfolio diversification and relative risk-aversion through collection of funds from the households and make investments in the stock and debt markets. Resources mobilized by mutual fund (UTI was the only mutual fund until 1987-88) grew at a steady rate until 1992-93; since then they showed some variations. Resources mobilized by a mutual fund which was just 0.04 per cent of GDP (at current market prices) during the period of 1970-71 to 1974-85 increased to 1.59 per cent during 1990-91 to 1992-93. Total resources mobilized as proportion of GDP declined to 1.12 per cent by 1994-95 but nevertheless remained positive. During the period from 1995-97, there was a net outflow of funds form mutual funds, especially UTI, as a result of which the ratio turned negative. From 1997-98 onwards, the ratio again turned positive and stood at 1.13 per cent during 1999-2000. The mutual fund industry registered significant growth in the last few years. The investible resources of mutual funds rose form Rs. 68,200 crore in 199899 to Rs. 1, 09,114 crore in 1999-2000. Net resource mobilization by mutual funds declined to Rs. 6,846 crore in April-December, 2000 from Rs. 12,193 crore in the corresponding previous period. This was on account of the steep increase in redemption/repurchase during this period. The outflow of funds via repurchase/redemption constituted 88.7 per cent of gross resource mobilization during April-December, 2000 compared with 66.0 per cent in the corresponding previous period.

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In the case of public sector mutual funds, redemption/repurchase exceeded gross resource mobilization, thereby making their net resource mobilization negative.

The Reliance ADA Group

Introduction
The Reliance group - one of India's largest business houses with revenues of Rs. 990 billion ($22.6 billion) that is equal to 3.5 percent of the country's gross domestic product was split into two. The group which claims to contribute nearly 10 per cent of the country's indirect tax revenues and over six percent of India's exports - was divided between Mukesh Ambani and his younger brother Anil on June 18, 2005. The group's activities span exploration, production, refining and marketing of oil and natural gas, petrochemicals, textiles, financial services, insurance, power and telecom. The family also has interests in advertising agency and life sciences. Reliance Mutual Fund (RMF) is one of Indias leading Mutual Funds, with Average Assets Under Management (AAUM) of Rs. 90,938 Crores (AAUM for Mar 08 ) and an investor base of over 66.87 Lacs. Reliance Mutual Fund, a part of the Reliance - Anil Dhirubhai Ambani Group, is one of the fastest growing mutual funds in the country RMF offers investors a well-rounded portfolio of products to meet varying investor requirements and has presence in 115 cities across the country. Reliance Mutual Fund constantly endeavors to launch innovative products and customer service initiatives to increase value to investors. "Reliance Mutual Fund schemes are managed by Reliance Capital Asset Management Limited., a subsidiary of Reliance Capital Limited, which holds 93.37% of the paid-up capital of RCAM, the balance paid up capital being held by minority shareholders." Reliance Capital Ltd. is one of Indias leading

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and fastest growing private sector financial services companies, and ranks among the top 3 private sector financial services and banking companies, in terms of net worth. Reliance Capital Ltd. has interests in asset management, life and general insurance, private equity and proprietary investments, stock broking and other financial services. Reliance Mutual fund has largest AUM in India. Reliance capital asset Management is no. 1 AMC in India but the picture is not the same in Rajasthan. In Rajasthan they are no. 2 AMC. Management of Reliance mutual fund wants to expand its feet in Rajasthan, before taking any step they want to understand market & investor and distributor behavior of SMEs, so they may plan accordingly to capture Rajasthan Market. In this research we have to analyze why, how, where, when & how much an investor invest & according to it, we have to make profile of investors. In this report I have endeavored to understand the factors affecting Investment behavior of an investor in Rajasthan. This behavioral study consists of how any investor invests in CG. What factor they consider, why these factors they consider, where do they invest, how do they invest, purpose behind investment, size of investment, timing of investment & duration of investment. This study gave us basis to profile investors.

Reliance Mutual Fund : Asset under management:

AUM Month

Mar 2008

Average AUM Excluding Fund of Funds 9093794.02

Average AUM Fund of Funds

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Reliance Corporate PROFILE:

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Reliance Capital Asset Management Ltd.:

Reliance Capital Asset Management Limited (RCAM), a company registered under the Companies Act, 1956 was appointed to act as the Investment Manager of Reliance Mutual Fund. Reliance Capital Asset Management Limited (RCAM) was approved as the Asset Management Company for the Mutual Fund by SEBI vide their letter no IIMARP/1264/95 dated June 30, 1995. The Mutual Fund has entered into an Investment Management Agreement (IMA) with RCAM dated May 12, 1995 and was amended on August 12, 1997 in line with SEBI (Mutual Funds) Regulations, 1996. Pursuant to this IMA, RCAM is authorized to act as Investment Manager of Reliance Mutual Fund. The net worth of the Asset Management Company including preference shares as on September 30, 2007 is Rs.152.02 crores. "Reliance Mutual Fund schemes are managed by Reliance Capital Asset Management Limited., a subsidiary of Reliance Capital Limited, which holds 93.37% of the paid-up capital of RCAM, the balance paid up capital being held by minority shareholders". Reliance Capital Asset Management Limited (RCAM) was approved as the Asset Management Company for the Mutual Fund by SEBI by their letter no. IIMARP/1264/95 dated June 30, 1995. The Mutual Fund has entered into an Investment Management Agreement (IMA) with RCAM dated May 12, 1995 and was amended on August 12, 1997 in line with SEBI (Mutual Funds) Regulations, 1996. Pursuant to this IMA, RCAM is authorized to act as Investment Manager of Reliance Mutual Fund.

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The net worth of the Asset Management Company including preference shares as on March 31, 2005 is Rs.113.59 crores.

Vision Statement:
To be a globally respected wealth creator, with an emphasis on customer care and a culture of good corporate governance.

Mission Statement:
To create and nurture a world-class, high performance environment aimed at delighting their customers.

Corporate Governance of reliance:

Corporate Governance Policy:

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Reliance Capital Asset Management Ltd. has a vision of being a leading player in the Mutual Fund business and has achieved significant success and visibility in the market. However, an imperative part of growth and visibility is adherence to Good Conduct in the marketplace. At Reliance Capital Asset Management Ltd., the implementation and observance of ethical processes and policies has helped us in standing up to the scrutiny of our domestic and international investors.

Management:
The management at Reliance Capital Asset Management Ltd. is committed to good Corporate Governance, which includes transparency and timely dissemination of information to its investors and unit holders. The Board of Directors of RCAM is a professional body, including well-experienced and knowledgeable Independent Members. Regular Audit Committee meetings are conducted to review the operations and performance of the company.

Employees:
Reliance Capital Asset Management Ltd. has at present, a code of conduct for all its officers. It has a clearly defined prohibition on insider trading policy and regulations. The management believes in the principles of propriety and utmost care is taken while handling public money, making proper and adequate disclosures. All personnel at Reliance Capital Asset Management Ltd are made aware of their rights, obligations and duties as part of the Dealing Policy laid down in terms of SEBI guidelines. They are taken through a well-designed HR program, conducted to impart work ethics, the Code of Conduct, information security, Internet and e-mail usage and a host of other issues. One of the core objectives of Reliance Capital Asset Management Ltd. is to identify issues considered sensitive by global corporate standards, and implement policies/guidelines in conformity

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with the best practices as an ongoing process. Reliance Capital Asset Management Ltd. gives top priority to compliance in true letter and spirit, fully understanding its fiduciary responsibilities.

Sponsors:
Reliance Mutual Fund schemes are managed by Reliance Capital Asset Management Limited., a subsidiary of Reliance Capital Limited, which holds 93.37% of the paid-up capital of RCAM, the balance paid up capital being held by minority shareholders.", the sponsor. Reliance Mutual Fund (RMF) has been sponsored by Reliance Capital Ltd (RCL). The promoter of RCL is AAA Enterprises Private Limited. Reliance Capital Limited is a Non Banking Finance Company. Reliance Capital Limited is one of the Indias leading and fastest growing financial services companies, and ranks among the top three private sector financial services and banking companies, in terms of net worth. Reliance Capital has interests in asset management and mutual funds, life and non-life insurance, private equity and proprietary investments, stock broking and other activities in the financial services sector. The net worth of RCL is Rs. 5,161.23 crores as on March 31, 2007. Given below is a summary of RCLs financials: Particulars (Rs. in crores)
Total Income Profit Before Tax Profit After Tax Reserves & Surplus Net Worth

2006-07
883.86 733.18 646.18 4915.07 5161.23
(Basic + Diluted)

2005-06
652.02 550.61 537.61 3849.58 4122.46 29.74
(Basic + Diluted)

2004-05
295.69 111.21 105.81 1310.08 1437.92 8.31
(Basic + Diluted)

2003-04
356.79 105.79 105.79 1271.84 1399.81 8.31
(Basic + Diluted)

Earnings per Share (Rs.) 28.39

Book Value per Share

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(Rs.) Dividend (%) Paid up Equity Capital

210.12 35% 246.16

112.95 30% 223.40

112.95 30% 127.84

109.96 29% 127.84

Reliance Capital Ltd. has contributed Rupees One Lac as the initial contribution to the corpus for the setting up of the Mutual Fund. Reliance Capital Ltd. is responsible for discharging its functions and responsibilities towards the Fund in accordance with the Securities and Exchange Board of India (SEBI) Regulations. The Sponsor is not responsible or liable for any loss resulting from the operation of the Scheme beyond the contribution of an amount of Rupees one Lac made by them towards the initial corpus for setting up the Fund and such other accretions and additions to the corpus.

The Reliance capital Management Team:

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Board of Directors Mr. Soumen Ghosh Mr. Kanu Doshi Mr. Manu Chadha Mr. Sushil Tripathi Management Team CEO Mr. Sudeep Sikka Head Equity Investments Mr. Sunil B . Singhania Head Fixed Income Mr. Amitabh Mohanty Equity Fund Managers Mr. Krishan Daga Mr. Shailesh Raj Bhan Mr. Omprakash S. Kuckian Debt Fund Managers Mr. Amit Tripathi Mr. Prashant Pimple Ms. Anju Chhajer Mr. Ashwani Kumar Mr. Govind Agarwal

Commodities Fund Manager Head Of Departments Infrastructure & Admin Chief Financial Officer Head - HR, Admin & Infrastructure Mr. Pradeep Andrade Mr. Milind Gandhi Mr. Rajesh Derhgawen Mr. Hiren Chandaria

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Information Technology Legal, Secretarial & Compliance Operations & Settlement Head - Service Delivery & Operations Excel Head - Product Development Sales & Distribution Zonal Heads Northern Zone Head Western Zone Head Southern Zone Head Eastern Zone Head

Mr. Vinay Nigudkar Mr. Munish Sud Ms. Geeta Chandran Mr. Bhalchandra Joshi Mr. Sanjay Kumar Singh Mr. Himanshu Vyapak

Mr. Gurbir Chopra Mr. Aashwin Dugal Mr. Gopal Khaitan Mr. Vkash Raithe

MUTUAL FUNDS ASSET UNDER MANAGEMENT: Top 10 companies list:

Mutual Fund

Assets Under Management (Rs. cr.)

February- March08 08 90,938 Change %Change -2,594 -2.77

Reliance Mutual Fund

93,532

ICICI Prudential Mutual Fund

59,278

54,322

-4,956

-8.36

UTI Mutual Fund

52,465

48,983

-3,482

-6.64

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HDFC Mutual Fund

46,292

44,773

-1,519

-3.28

Birla Sun Life Mutual Fund

34,704

35,906

1,202

3.46

SBI Mutual Fund

29,493

29,179

-314

-1.06

Franklin Templeton Mutual Fund

29,902

26,842

-3,059

-10.23

Tata Mutual Fund

20,205

19,679

-526

-2.60

Kotak Mahindra Mutual Fund

20,968

18,071

-2,897

-13.82

DSP Merrill Lynch Mutual Fund

19,139

16,675

-2,463

-12.87

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Reliance
About Reliance Mutual Fund:

Mutual Fund:

Reliance Mutual Fund (RMF) has been established as a trust under the Indian Trusts Act, 1882 with Reliance Capital Limited (RCL), as the Settler /Sponsor and Reliance Capital Trustee Co. Limited (RCTCL), as the Trustee. RMF has been registered with the Securities & Exchange Board of India (SEBI) vide registration number MF/022/95/1 dated June 30, 1995. The name of Reliance Capital Mutual Fund has been changed to Reliance Mutual Fund effective 11th. March 2004 vide SEBI's letter no. IMD / PSP / 4958 / 2004 date 11th. March 2004. Reliance Mutual Fund was formed to launch various schemes under which units are issued to the Public with a view to contribute to the capital market and to provide investors the opportunities to make investments in diversified securities.

The main objectives of the Trust are:

To carry on the activity of a Mutual Fund as may be permitted at law and formulate and devise various collective Schemes of savings and investments for people in India and abroad and also ensure liquidity of investments for the Unit holders; To deploy Funds thus raised so as to help the Unit holders earn reasonable returns on their savings and to take such steps as may be necessary from time to time to realize the effects without any limitation

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Social Responsibilities:
Organizations, like individuals, depend for their survival, sustenance and growth on the support and goodwill of the communities of which they are an integral part, and must pay back this generosity in every way they can. This ethical standpoint, derived from the vision of the founder, lies at the heart of the CSR philosophy of the Reliance Group. While they strongly believe that their primary obligation or duty as corporate entities is to their shareholders they are just as mindful of the fact that this imperative does not exist in isolation; it is part of a much larger compact which they have with their entire body of stakeholders: From employees, customers and vendors to business partners, eco-system, local communities, and society at large. They evaluate and assess each critical business decision or choice from the point of view of diverse stakeholder interest, driven by the need to minimize risk and to pro-actively address long-term social, economic and environmental costs and concerns. For them, being socially responsible is not an occasional act of charity or that one-time token financial contribution to the local school, hospital or environmental NGO. It is an ongoing year-round commitment, which is integrated into the very core of their business objectives and strategy. Because they believe that there is no contradiction between doing well and doing right. Indeed, doing right is a necessary condition for doing well.

The Schemes:
Equity/Growth Schemes:

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The aim of growth funds is to provide capital appreciation over the medium to long- term. Such schemes normally invest a major part of their corpus in equities. Such funds have comparatively high risks. These schemes provide different options to the investors like dividend option, capital appreciation, etc. and the investors may choose an option depending on their preferences. The investors must indicate the option in the application form. The mutual funds also allow the investors to change the options at a later date. Growth schemes are good for investors having a long-term outlook seeking appreciation over a period of time.

Debt/Income Schemes:
The aim of income funds is to provide regular and steady income to investors. Such schemes generally invest in fixed income securities such as bonds, corporate debentures, Government securities and money market instruments. Such funds are less risky compared to equity schemes. These funds are not affected because of fluctuations in equity markets. However, opportunities of capital appreciation are also limited in such funds. The NAVs of such funds are affected because of change in interest rates in the country. If the interest rates fall, NAVs of such funds are likely to increase in the short run and vice versa.

Sector Specific Schemes:

These are the funds/schemes which invest in the securities of only those sectors or industries as specified in the offer documents. Eg. Pharmaceuticals, Software, Fast Moving Consumer Goods (FMCG), Petroleum stocks, etc. The returns in these funds are dependent on the performance of the respective sectors/industries. While these funds may give higher returns, they are more risky compared to diversified funds. Investors need to keep a watch on the performance of those sectors/industries and must exit at an appropriate time.

Various Schemes of Reliance Mutual Fund:

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Reliance Mutual Fund has launched twenty nine Schemes till date; some of them are as follows, namely:
Reliance Growth Fund (September 1995) Reliance Vision Fund (September 1995) Reliance Income Fund (December 1997) Reliance Liquid Fund (March 1998) Reliance Medium Term Fund (AugustReliance Short Term Fund (December 2000) 2002) Reliance Gilt Securities Fund (July 2003) Reliance Banking Fund (May 2003) Reliance Monthly Income Plan (DecemberReliance Diversified Power Sector Fund 2003) Reliance Pharma Fund ( May 2004) (March 2004) Reliance Floating Rate Fund (August

2004) Reliance Media & Entertainment FundReliance NRI Equity Fund (October 2004) (September 2004) Reliance Equity Fund (February 2006) Reliance Equity Opportunities (February 2005) Reliance Liquidity Fund (June 2005) Reliance Long Term Equity Fund (Nov 2006) Reliance Index Fund (February 2005) 2005) Reliance Tax Saver (ELSS) Fund (July 2005)

FundReliance Regular Savings Fund (May

Investment Objectives:

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Reliance Monthly Income Plan aims to generate regular income in order to make regular dividend payments to unit holders and the secondary objective is growth of capital. Reliance Income Fund aims to generate optimal returns consistent with moderate levels of risk. This income may be complemented by capital appreciation of the portfolio. Accordingly, investments shall predominantly be made in Debt and Money Market Instruments. Reliance Medium Term Fund aims to generate regular income in order to make regular dividend payments to unit holders and the secondary objective is growth of capital. Reliance Liquid Fund aims to generate optimal returns consistent with moderate levels of risk and high liquidity. Accordingly, investments shall predominantly be made in Debt and Money Market Instruments. Reliance Liquidity Fund aims to generate optimal returns consistent with moderate levels of risk and high liquidity. Accordingly, investments shall predominantly be made in Debt and Money Market Instruments Reliance Short Term Fund aims to generate stable returns for investors with a short term investment horizon by investing in fixed income securities of a short term maturity. Reliance Gilt Securities Fund aims to generate optimal credit risk free returns by investing in a portfolio of securities issued and guaranteed by the Central Government and State Governments

Reliance Floating Rate Fund aims to generate regular income through investment in a portfolio comprising substantially of Floating Rate Debt

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Securities (including floating rate securitized debt and Money Market Instruments and Fixed Rate Debt Instruments swapped for floating rate returns). Reliance Regular Savings Fund Debt Option : The primary investment objective of this plan is to generate optimal returns consistent with moderate level of risk. This income may be complemented by capital appreciation of the portfolio. Accordingly investments shall predominantly be made in Debt & Money Market Instruments. Reliance Regular Savings Fund Equity Option : The primary investment objective is to seek capital appreciation and or consistent returns by actively investing in equity / equity related securities. Reliance Regular Savings Fund Hybrid Option : The primary investment objective is to generate consistent return by investing a major portion in debt & money market securities and a small portion in equity & equity related instruments. Reliance Growth Fund aims to achieve long term growth of capital by investment in equity and equity related securities through a research based investment approach. Reliance Vision Fund aims to achieve long term growth of capital by investment in equity and equity related securities through a research based investment approach. Reliance Equity Opportunities Fund aims to generate capital appreciation & provide long term growth opportunities by investing in a portfolio constituted of equity securities & equity related securities Reliance Banking Fund aims to generate continuous returns by actively investing in equity / equity related or fixed income securities of banks.

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Reliance Diversified Power Sector Fund seek to generate consistent returns by investing in equity / equity related or fixed income securities of Power and other associated companies Reliance Pharma Fund aims generate consistent returns by investing in equity / equity related or fixed income securities of Pharma and other associated companies. Reliance Media & Entertainment Fund to generate consistent returns by investing in equity / equity related or fixed income securities of media & entertainment and other associated companies. Reliance Index Fund-Sensex Plan aims to replicate the composition of the Sensex, with a view to endeavor to generate returns, which could approximately be the same as that of Sensex. Reliance Index Fund-Nifty Plan aims to replicate the composition of the Nifty, with a view to endeavor to generate returns, which could approximately be the same as that of Nifty. Reliance NRI Equity Fund aims to generate optimal returns by investing in equity and equity related instruments primarily drawn from the Companies in the BSE 200 Index. Reliance Equity Fund: The primary investment objective of the scheme is to seek to generate capital appreciation & provide long-term growth opportunities by investing in a portfolio constituted of equity & equity related securities of top 100 companies by market capitalization & of companies which are available in the derivatives segment from time to time and the secondary objective is to generate consistent returns by investing in debt and money market securities.

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Latest NAVs 0f reliance MF

Net Asset Value is the market value of the assets of the scheme minus its liabilities. The per unit NAV is the Net Asset Value of the scheme divided by the number of units outstanding on the valuation date.

Debt Equity Gold % NAV Invest Change (dd-mm-yy)Online -1.26 -1.26 -1.26 -1.26 -1.26 -1.26 -1.26 -1.26 -1.26 -1.26 0.00 -1.43 0.00 -1.43 -1.43 -0.13 -0.88 -0.88 -0.88 -0.89 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 6-04-2010 12-08-2011 6-04-2010 12-08-2011 12-08-2011 25-04-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011

Scheme Plan

NAV

Change -0.10 -0.10 -0.10 -0.10 -0.10 -0.11 -0.11 -0.11 -0.11 -0.11 0.00 -0.18 0.00 -0.18 -0.15 -0.01 -0.32 -0.32 -0.17 -2.27

Reliance Index Fund Sensex Plan QUARTERLY - DIVIDEND PLAN 8.1890 HALF YEARLY - DIVIDEND 8.1890 PLAN GROWTH PLAN - BONUS OPTION 8.1890 GROWTH PLAN 8.1887 YEARLY - DIVIDEND PLAN 8.1890 Reliance Index Fund Nifty Plan GROWTH PLAN - BONUS OPTION 8.3050 GROWTH PLAN 8.3049 HALF YEARLY - DIVIDEND 8.3050 PLAN YEARLY - DIVIDEND PLAN 8.3047 QUARTERLY - DIVIDEND PLAN 8.3050 Reliance Quant Plus Fund INSTITUTIONAL PLAN DIVIDEND PLAN-DIVIDEND 10.0000 OPTION RETAIL PLAN GROWTH PLAN 12.2404 Institutional Bonus Plan 10.0000 Retail Bonus Plan 12.2404 RETAIL PLAN DIVIDEND PLAN 9.9961 INSTITUTIONAL PLAN 10.9510 GROWTH PLAN Reliance NRI Equity Fund GROWTH PLAN - GROWTH 36.0820 OPTION Bonus Plan 36.0820 DIVIDEND PLAN 19.1347 Reliance Vision Fund INSTITUTIONAL PLAN 251.5812 GROWTH PLAN

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RETAIL PLAN - GROWTH PLAN 251.1850 INSTITUTIONAL PLAN 227.0301 DIVIDEND PLAN Institutional Bonus Plan 10.0000 Retail Bonus Plan 42.2777 RETAIL PLAN - DIVIDEND PLAN 36.9670 Reliance Equity Fund INSTITUTIONAL PLAN 10.0000 DIVIDEND PLAN RETAIL PLAN - GROWTH PLAN 12.4476 Retail Bonus Plan 12.4476 Institutional Bonus Plan 10.0000 INSTITUTIONAL PLAN 10.0000 GROWTH PLAN RETAIL PLAN - DIVIDEND PLAN 12.4477 Reliance Equity Advantage Fund INSTITUTIONAL PLAN 11.1748 DIVIDEND PLAN RETAIL PLAN - GROWTH PLAN 11.8950 RETAIL PLAN - DIVIDEND PLAN 10.9518 Institutional Bonus Plan 12.1183 INSTITUTIONAL PLAN 12.9474 GROWTH PLAN Retail Bonus Plan 11.8950 Reliance Regular Savings Fund - Equity Plan DIVIDEND PLAN 20.0236 GROWTH OPTION 28.2184 Reliance Equity Opportunities Fund INSTITUTIONAL PLAN 9.0982 GROWTH PLAN INSTITUTIONAL PLAN 32.6126 DIVIDEND PLAN Retail Bonus Plan 34.5702 RETAIL PLAN - GROWTH PLAN 34.5694 Institutional Bonus Plan 10.0000 RETAIL PLAN - DIVIDEND PLAN 22.3510 Reliance Small Cap Fund GROWTH PLAN - BONUS OPTION 9.2672 GROWTH PLAN 9.2669 DIVIDEND PLAN 9.2672 Reliance Long Term Equity Fund GROWTH OPTION 14.6938 DIVIDEND OPTION 13.1864 Reliance Growth Fund INSTITUTIONAL PLAN 418.9941 GROWTH PLAN RETAIL PLAN - GROWTH PLAN 415.2585 RETAIL PLAN - DIVIDEND PLAN 47.1711

-2.26 -2.04 0.00 -0.38 -0.33 0.00 -0.10 -0.10 0.00 0.00 -0.10 -0.15 -0.16 -0.14 -0.16 0.05 -0.16 -0.18 -0.25 -0.08 -0.30 -0.31 -0.31 0.00 -0.20 -0.04 -0.04 -0.04 -0.04 -0.04 -2.29 -2.27 -0.26

-0.89 -0.89 0.00 -0.89 -0.89 0.00 -0.81 -0.81 0.00 0.00 -0.81 -1.29 -1.29 -1.30 -1.29 0.39 -1.29 -0.89 -0.89 -0.90 -0.90 -0.90 -0.90 0.00 -0.90 -0.40 -0.40 -0.40 -0.30 -0.30 -0.54 -0.54 -0.54

12-08-2011 12-08-2011 6-04-2010 12-08-2011 12-08-2011 6-04-2010 12-08-2011 12-08-2011 6-04-2010 6-04-2010 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 26-08-2010 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 6-04-2010 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011

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Institutional Bonus Plan 10.0000 Retail Bonus Plan 68.8648 INSTITUTIONAL PLAN 401.6408 DIVIDEND PLAN Reliance Infrastructure Fund INSTITUTIONAL - GROWTH 7.5599 PLAN RETAIL - GROWTH PLAN 7.5415 BONUS OPTION RETAIL - DIVIDEND PLAN 7.5415 INSTITUTIONAL - GROWTH 10.0000 PLAN - BONUS OPTION INSTITUTIONAL - DIVIDEND 7.5599 PLAN RETAIL - GROWTH PLAN 7.5415 Reliance Natural Resources Fund INSTITUTIONAL BONUS PLAN 10.0000 DIVIDEND PLAN 9.8946 INSTITUTIONAL GROWTH PLAN 10.0000 INSTITUTIONAL DIVIDEND 10.0000 PLAN GROWTH PLAN - GROWTH 9.8946 OPTION Bonus Plan 9.8946 Reliance Diversified Power Sector Fund RETAIL DIVIDEND PLAN 33.9852 Institutional Bonus Plan 10.0000 INSTITUTIONAL GROWTH PLAN 68.3532 - GROWTH OPTION Retail Bonus Plan 59.8554 RETAIL GROWTH PLAN 59.8552 GROWTH OPTION INSTITUTIONAL DIVIDEND 78.6263 PLAN Reliance Pharma Fund GROWTH PLAN - GROWTH 54.9388 OPTION Bonus Plan 54.9389 DIVIDEND PLAN 38.2087 Reliance Media Entertainment Fund DIVIDEND PLAN 16.0970 GROWTH PLAN - GROWTH 26.0198 OPTION Bonus Plan 26.0199 Reliance Banking Fund DIVIDEND PLAN 35.5967 INSTITUTIONAL PLAN 108.4580 DIVIDEND PLAN

0.00 -0.38 -2.19 -0.09 -0.09 -0.09 0.00 -0.09 -0.09 0.00 0.01 0.00 0.00 0.01 0.01 -0.20 0.00 2.61 -0.35 -0.35 0.02 -0.45 -0.45 -0.32 -0.12 -0.20 -0.20 -0.42 0.55

0.00 -0.54 -0.54 -1.20 -1.20 -1.20 0.00 -1.20 -1.20 0.00 0.12 0.00 0.00 0.12 0.12 -0.58 0.00 3.97 -0.58 -0.58 0.03 -0.82 -0.82 -0.82 -0.77 -0.77 -0.77 -1.16 0.51

6-04-2010 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 6-04-2010 12-08-2011 12-08-2011 6-04-2010 12-08-2011 6-04-2010 6-04-2010 12-08-2011 12-08-2011 12-08-2011 6-04-2010 14-02-2011 12-08-2011 12-08-2011 6-08-2010 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 20-09-2010

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INSTITUTIONAL PLAN BONUS 10.0000 PLAN Bonus Plan 95.2155 GROWTH PLAN - GROWTH 95.2160 OPTION INSTITUTIONAL PLAN GROWTH 8.5614 PLAN Reliance Tax Saver (ELSS) Fund GROWTH PLAN - GROWTH 20.1288 OPTION DIVIDEND PLAN 14.1595 Reliance Equity Linked Saving Fund Series 1 DIVIDEND PLAN 13.5340 GROWTH PLAN 13.5339 Reliance Arbitrage Advantage Fund Growth Plan 10.7523 Dividend Plan 10.7523 Reliance Banking Exchange Traded Fund 1054.624 DIVIDEND PLAN 8 Reliance Regular Savings Fund - Balanced Plan DIVIDEND PLAN 12.7430 GROWTH OPTION 20.9666

0.00 -1.12 -1.12 -0.10 -0.15 -0.11 -0.15 -0.15 0.01 0.01 -15.76 -0.12 -0.20

0.00 -1.16 -1.16 -1.16 -0.75 -0.75 -1.13 -1.13 0.05 0.05 -1.47 -0.97 -0.97

6-04-2010 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011 12-08-2011

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RESEARCH DESIGN and Methodology:

A research design is the detailed blueprint used to guide a research study toward its objectives. The process of designing a research study involves many interrelated decisions. The most significant decision is the choice of research approach, because it determines how the information will be obtained.

To design something also means to ensure that the pieces fit together. The achievement of this fit among objective, research approach, and research tactics is inherently an iterative process in which earlier decisions are constantly reconsidered in light of subsequent decisions.

Research design
Defining the purpose of research

Determining the data required and their resources. A Questionnaire was designed to get detailed information. Face to face interviews was taken were conducted to get the required information. Analysis of Data Drawing Conclusions Suggestions/ Recommendation

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Research Methodology:
Title of the Project Study:
A project study conducted for PUBLIC SECTOR UNIT BANKS

INVESTORS AWARENESS OF MUTUAL FUND AS ON INVESTMENT

Project Duration: -- 45 Days

Research Methodology is a way to systematically solve the problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by the researcher in studying his research problem along with logic behind them. It is necessary for the researcher to know not only the research methods/techniques but also the methodology used. Researchers not only need to know how to develop certain indices or tests, how to calculate mean or median or mode, how to apply particular research techniques but must also know which of these methods or techniques are relevant and what would they mean and indicate and why Research process consists of series of actions or steps necessary to effectively carry out the research. The project was a unique experience for me for tracking down information from various types of people and all through it is a vast learning process. There were several things that I had made out and learnt out of this project of mine.

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OBJECTIVE OF THE PROJECT:

This project is tending to find out that what actually the mutual fund is, history regarding it, its types and other facts and figures related to it. Some points are listed below which can be considered as the objective of this project topic: To identify activities that has the greatest potential benefits in increasing the network. To discover what is of most concern to your client, and therefore the greatest risk of loosing them. To learn the reasons your clients stay to continue and improve in these areas. How to improve your organization with the specific feedback from the tool and become more attractive to current and potential clients.

Approach to the problem:

All the objectives were taken into account before preparing the questionnaire. The questionnaire was prepared on scientific basis, deliberately hidden questions were asked to get the required information. Besides this, extensive research was done. Information was extracted from other sites of different companies and various other mutual fund associations. Though complete focus was kept, to broaden the horizon of research topic, attempt was made to know the opportunities and threats related to other players in mutual funds.

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Strategic planning for the Research:

To familiarize with a business organization. To familiarize with the different departments in the organization and their functioning. To enable to understand how the key business process are carried out in organizations. Understand how information is used in organization for decision making at various levels. To know the history about the company. To get clear cut idea about the management and administration. To know about the industrial relation in the company. To analyze the strength and weakness. To get clear cut idea about the various departments and functions. To give findings and solutions. To relate theory with practice.

Problem Definition
A problem exists when the decision-maker faces uncertainty regarding which action to adopt in the situation. If only one action is available (or none at all) or if there is certainty about the outcomes of the alternatives, there really is no problem. Defining a problem is a situation where:

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1) The decision-maker has not yet determined how to exploit an opportunity or 2) There are difficulties that are currently faced or are anticipated.

RESEARCH DESIGN
A research design is the detailed blueprint used to guide a research study toward its objectives. The process of designing a research study involves many interrelated decisions. The most significant decision is the choice of research approach, because it determines how the information will be obtained. To design something also means to ensure that the pieces fit together. The achievement of this fit among objective, research approach, and research tactics is inherently an iterative process in which earlier decisions are constantly reconsidered in light of subsequent decisions. The function of research design is to provide for collection of relevant evidence with minimal expenditure of time effort and money. The following methodology was adopted for the study purpose: Type of research: Descriptive and qualitative research designs were used while conducting the project. Sampling Design was taken by the researcher as the Research design. The major purpose of the study is to describe the state of affairs as it exists at present. Research Method/Technique: In the project report the researcher used following techniques while conducting his study: Analysis of documents Survey Method: A market survey was done on VARIOUS PUBLIC BANKS.

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Interview (Personal): Both open and closed ended (unstructured) questions were asked while taking some information from the Investors of the banks at LUCKNOW.

Questionnaire

(Structured):

structured

designed

comprehensive

questionnaire was framed and Protested for data collection from the customer of mobile Data collection sources Research Data Data is the key activity of marketing research. The design of the data collecting method is backbone of research design. Data can be obtained from two important sources, namely: 1. Primary Data 2. Secondary Data

Data Collection Technique:

1. PRIMARY SOURCE OBSERVATION: Definition:

It is the process of recognizing people, objects and occurrences rather than asking for information. Instead of asking consumers what brand they buy the researchers arrange to observe what products are brought. E.g. a large food retailer tested a new slot-type shelf arrangement for canned foods by observing shoppers as they used the new shelves.

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Advantages of observation method:

When the researcher observes and records events, it is not necessary to rely on the willingness and ability of respondents to report accurately. The biasing effects of interviewers or their phrasing of the questions is either eliminated or reduced. Data collection by observation is more objective and hence more accurate.

Disadvantages of observation method:

Researchers have recognized the merits of observations opposed to questioning, yet the vast majority of researchers continue to rely on the use of a questionnaire. The most limiting factor in the use of observation is the inability to observe things such as attitudes, motivation, etc. Events of more than short-term duration such as a familys use of leisure time and personal activities such as brushing of teeth are better discussed with questionnaires.

METHODS OF OBSERVATION:
Observational studies can be classified on five bases: Whether the situation in which the observation is made is natural or contrived Whether the observation is obtrusive or unobtrusive. Whether the observation is structured or unstructured Whether the factor of interest is observed directly or indirectly Whether observers or mechanical means makes observations.

Direct observation:

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When an observer is stationed in a grocery store to note how many different brands of canned soup each shopper picks up before selecting one, there is unobtrusive, direct observation in a natural situation. If a camera is positioned to record shopping actions, observation is by mechanical means If the observer counts the specific cans picked up, the observation is structured. If the observer has to go about observing how shoppers go about selecting a brand of soup, the situation is unstructured.

Structured direct observation:

It is used when the problem at hand has been formulated precisely enough to enable researchers to define specifically the observations to be made E.g. Observers in a supermarket might note the number of soup cans picked up by each customer. A form can easily be printed for simple recordings of such observations. Not all observations are as simple as the above but experiments have shown that even observers with a different viewpoint on a given question tend to make similar observations under structured conditions.

Unstructured, direct observation:

Observers are placed in situations and observe whatever they deem significant. E.g. In an effort to find ways of improving the service of a store, observers may mingle with customers in the store and look for activities that suggest service problems. No one can observe everything that is going on; hence the observer must select certain things which he can make a note of. Customers standing at a

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counter with annoyed faces may be observed as irritated because of the service or lack of it.

Contrived observation:
When researchers rely on natural direct observation it results in a lot of wasted time while they wait for the desired events to take place. To reduce this, it may be more desirable to contrive situations so that observations may be made more efficiently. E.g. To study the bargaining between an automobile salesman and a customer, the observer can pose as a customer and take various bargaining attitudes from the most-eager-to-buy to the toughest price seeking. In each case the observer notes the salespersons response. As long as the sales person believes the researcher to be a bonafide customer, there is no bias in the observation. Contrived observations often have a validity and economic advantage.

Indirect observation:
One type of observation focuses on the physical traces left by the factors of interest. These traces are of two types: Accretions left. Erosion.

Accretions involve studies such as the observation of liquor bottles in the Erosion. Accretions involve a trash to eliminate the liquor consumption in cities without liquor stores. Erosion observations are less frequent. An example would be the study of a relative readership of different sections of an encyclopedia by measuring the wear and tear on the pages. Observation of the results of past actions will not bias the data if done on a one-time basis.

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E.g. Pantry audits determine what purchases have been made in the past.

Observation of records:

Whenever researchers use data collected for another purpose, they are employing the observation method in a manner similar in character to the observation of physical trace The records of previous activities such as population census are physical traces of previous periods.

Survey method:

Definition:
Survey research is one of the most important areas of measurement in applied social research. The broad area of survey research encompasses any measurement procedures that involve asking questions of respondents.

Types of surveys:
Surveys can be divided into two broad categories: the questionnaire and the interview. Questionnaires are usually paper-and-pencil instruments that the respondent completes. The interviewer based on what the respondent says completes interviews.

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Questionnaires:
Mail survey: when a respondent receives a questionnaire by mail it is
known as mail survey. Advantages: They are relatively inexpensive to administer. You can send the exact same instrument to a wide number of people. They allow the respondent to fill it out at their own convenience. Disadvantages: Response rates from mail surveys are often very low. Mail questionnaires are not the best vehicles for asking for detailed written responses.

Group-administered questionnaire:
A sample of respondents is brought together and asked to respond to a structured sequence of questions. Traditionally, questionnaires were administered in-group settings for convenience. The researcher could give the questionnaire to those who were present and be fairly sure that there would be a high response rate If the respondents were unclear about the meaning of a question they could ask for clarification. And, there were often organizational settings where it was relatively easy to assemble the group (in a company or business, for instance).

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Interviews:
Interviews are a far more personal form of research than questionnaires Personal interview: The interviewer works directly with the respondent Advantages The interviewer has the opportunity to probe or ask follow-up questions. Interviews are generally easier for the respondent, especially if what is sought is opinions or impressions Disadvantages: Interviews can be time consuming and they are resource intensive. The interviewer is considered as a part of the measurement instrument and interviewers have to be well trained in how to respond to any contingency.

Telephone Interview:
Telephone interviews enable a researcher to gather information rapidly. Advantages They allow for personal contact between the interviewer and respondent. They allow the interviewer to ask follow-up questions

Disadvantages

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Many people don't have publicly-listed telephone numbers. Some don't have telephones. People often don't like the intrusion of a call to their homes. Telephone interviews have to be relatively short or people will feel imposed upon.

Selecting the survey method:

Selecting the type of survey you are going to use is one of the most critical decisions in many social research contexts. You have to use your judgment to balance the advantages and disadvantages of different survey types. Following are the issues that the researcher must look into before conducting a research.

Sampling issues:
What data is available? What information do you have about your sample? Do you know their current addresses? Their current phone numbers? Are your contact lists up to date? Can your respondents be located? Who is the respondent in your study? If the specific individual is unavailable is the researcher willing to interview another? Are response rates likely to be a problem?

Questions:
What types of questions can be asked? Are they personal or require a detailed answer?

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 Can question sequence be controlled? Your survey is one where you can construct in advance a reasonable sequence of questions? Or, are you doing an initial exploratory study where you may need to ask lots of follow-up questions that you can't easily anticipate. Cost is often the major determining factor in selecting survey type. You might prefer to do personal interviews, but can't justify the high cost of training and paying for the interviewers. You may prefer to send out an extensive mailing but can't afford the postage to do so. Do you have the facilities (or access to them) to process and manage your study? In phone interviews, do you have well-equipped phone surveying facilities? For focus groups, do you have a comfortable and accessible room to host the group? Do you have the equipment needed to record and transcribe responses Some types of surveys take longer than others. Do you need responses immediately (as in an overnight public opinion poll)? Have you budgeted enough time for your study to send out mail surveys and follow-up reminders, and to get the responses back by mail? Have you allowed for enough time to get enough personal interviews to justify

Types of questions:
Survey questions can be divided into two broad types : structured and unstructured

Dichotomous Questions:

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When a question has two possible responses, we consider it dichotomous. Surveys often use dichotomous questions that ask for a Yes/No, True/False or Agree/Disagree response. E.g. please enter your gender Male female

2. SECONDARY SOURCE

SECONDARY DATA:
Secondary data are data that were developed for some purpose other than helping to solve the problem at hand. Secondary data can be gathered quickly and is inexpensive as compared to primary data. Even when reports or publications are ordered, the time involved is generally less than the time required to collect original data. A thorough search on secondary data will often provide sufficient information to resolve the problem. In some cases where the secondary data cannot solve the problem, they can often help to structure the problem and eliminate some variables from consideration. Or, it may be possible to utilize the secondary data in conjunction with primary data. Secondary data can provide a complete or partial solution to many problems and help in structuring other problems. They tend to cost substantially less than primary data and can be collected in less time also.

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Problems Encountered with Secondary Data

Before secondary data are applied to a particular marketing problem, their relevance and accuracy must be assessed. Relevancy refers to the extent to which the data fits the information needs of research problem. Even when the data covers the same general topic as that required by the research problem, they may not fit the requirements of the problem. Three general problems reduce the relevance of data that would otherwise be useful. They are: There is often a difference in the units of measurement. E.g. many retail decisions require detailed information on the characteristics of the population within their trade area. However, the available population statistics may focus on countries, cities or census tracts that do not match the trade area of the retail outlet. The second general problem that can reduce relevancy of secondary data is the definition of classes. E.g. a manufacturer may have a product that appeals to children 8 to 12 years old. If available secondary data are based on age categories 5 to 9 and 10 to 14, the firm will have a hard time utilizing it. The final major factor that is affecting relevancy is time. Generally, research problems require current, if not future, data. Most secondary data, on the other hand, have been in existence for some time. E.g. complete census reports are not available for several years. Data are frequently collected one to three years prior to its publication.

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 Accuracy is the second major concern of the user of secondary data. The real problem is not inaccuracy; it is the difficulty of determining how inaccurate the data is likely to be. While using secondary data, the original source should be used if possible. This is important because, the original report is generally more complete than the second or third reports. Secondly using original source allows the data to be examined in context and may provide a better basis for assessing the competence and motivation of the collector.

Sources of Secondary Data:

There are two general sources of secondary data internal sources and external sources. Internal data are available within the firm whereas external sources provide data that are developed outside the firm.

Internal Sources:
Internal sources include sales record, sales force reports, operating statements, budgets, previous research reports and the likes. The most useful type of internal information is generally sales data. But, unfortunately many companies do not collect or maintain sales data in the manner that allows the researcher to tap their full potential. Such records, if properly utilized, allows the researcher to isolate profitable and unprofitable customers, territories, and product lines, to identify developing trends and perhaps to measure the effects of manipulations of marketing mix variables. Internal data must be collected in a usable format and must be analyzed to be of value. Many firms have useful but unutilized data. By changing the format of collection forms (sales invoices, salesman call reports, etc) other useful data can be often collected. They are available and inexpensive; internal data are the best information buy.

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External Sources
Numerous sources external to the firm may produce data relevant to the firms requirements. There are four types of general external secondary information, they are: Trade associations Government Agencies Other published sources, and Syndicated services.

Trade Associations:
Trade associations frequently publish or maintain detailed information on industry sales, operating characteristics, growth patterns and the like. They may also conduct special studies of factors relevant to their industry. Since trade associations have good reputation for not revealing data on individual firms as well as good working relationships with the firms in the industry, they may be able to secure information that may be unavailable to other researchers. These materials may be published in the form of annual reports or as special reports.

Government agencies:
Federal, state and local government agencies produce a massive amount of data that is of relevance to marketers. The federal government maintains five major agencies whose primary function is the collection and dissemination of statistical data, they are: Bureau of Census Bureau of Labor Statistics

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 National Center for Educational Statistics National Center for Health Statistics, and Statistical Reporting Service, Department of Agriculture There are also a number of specialized analytic and research agencies, numerous administrative and regulatory agencies. These sources produce two types of data: Statistics focused on people are produced. These include demographics, vital and health statistics, labor and social conditions. The second broad category focuses on economic activity : commerce, finance, agriculture and the like. Both types of data are widely used by business firms as an aid in decisionmaking. The data available may be standardized, such as census data, or it may be in the form of special reports. Census publications are one of the most widely used sources of secondary data.

Other published Sources There is virtually endless array of periodicals, books, dissertations, newspapers and the like, that contain information relevant to marketing decisions. Syndicated Services A number of firms regularly collect data of relevance to marketers that they sell on a subscription basis. Two types of syndicated services are widely used by marketing researchers channel information and omnibus surveys.

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Channel information is available to the firm at four levels manufacturers, intermediaries, retailers and consumers. A manufacturers sales and shipment are generally available only through the firms own internal records. Therefore, although a firm can monitor its own activities at this level, it can only infer the output of other manufacturing firms. At the intermediary or wholesale level, several syndicated firms provide information on the flow of products and brands to retail outlets. Store audits provide data on the movement of brands through retail outlets.

Omnibus surveys collect data that are useful to a number of subscribers from a series of independent samples.

Prospects and scope of research:

Area wise Identifying Potential Prospective distributors, which leads to increase the business.

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THE PROSPECTS:
The Starting point is everyone who might conceivably buy the product that is called suspects and from these the company determines the most likely prospects which it hopes to convert into first time customers then repeat customers and then clients. Following figure shows the main steps of attracting and keeping customers

Suspects

Prospects First Time Customers

Disqualified Prospects

Repeat Customers

Clients Members Advocates

Inactive or ex customers

Partners

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Marketing Marketing planning planning and and information information system system Planning Planning system system Strategic Strategic plans plans Tactical Tactical plans plans Information Information system system Database Database DSS DSS

RESEARCH PROCESS: STEPS:

1. 1. Agree Agree on on Research Research Purpose Purpose

Problems Problems or or opportunities opportunities Decision alternatives Decision alternatives Research Research users users

2. 2. Establish Establish Research Research Objectives Objectives Research Research questions questions Hypotheses Hypotheses Boundaries Boundaries of of study study

ESTIMATE ESTIMATE THE THE VALUE VALUE OF OF INFORMATIO INFORMATIO N N

DO DO NOT NOT CONDUCT CONDUCT MR MR

Is Is benefit benefit > > cost? cost?

4. 4. Design Design the the research research

Choose Choose among among alternative alternative research research approaches approaches Specify Specify the the sampling sampling plan plan Design Design the the experiment experiment Design Design the the questionnaire questionnaire

5. 5. Collect Collect the the data data

6. 6. Prepare Prepare and and analyze analyze the the data data

7. 7. Report Report the the research research results results and and provide provide strategic strategic recommendations. recommendations.

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LIMITATION OF THE Project:

Many constraints were involved in doing this study. Some of them are: The most signified limitation has been the individuals involved in this study had a little experience. The sample size selected for the survey was too small as compared to large population. The project was carried out only in the Jaipur city so findings on data gathered can be best true for Jaipur only and not applicable to other parts of state and country. Our reliance was made on the primary data. Time and money are critical factors limiting this study. The data provided by the prospects may not be 100% correct as they too have their limitations. Finding and suggestion have been given from personal point of view. Due to work pressure, detailed interaction with the chartered accountants and tax consultants was not possible. Some people were not willing to disclose the investment profile. The baseness was being taken care of. The area of sample was decided after taking into consideration the major factors like: Availability of investors Approachability. Time available with investor for interaction, etc.

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Area of Sample: The areas covered up in this survey was LUCKNOW

Selection of units under study: Article I. AREA OF LUCKNOW WHERE SURVEY IS DONE

1) Gomti nagar 2) Kapoorthala 3) Indira nagar 4) Hajaratganj 5) Aliganj

Source list (Sampling Frame): GOVERNMENT EMPLOYEES: 28 NON GOVT EMPLOYEES: 62 BUSINESS MAN: 47 OTHERS: 13

Sample size: 150 Sampling Procedure: Probability Sampling (Simple Random

Sampling

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Data analysis and interpretation:

1. Personal Details:
(a). Name:(b). Add: (c). Contact No:(d). Age:(e). Qualification:(f). Occupation. Pl tick () Govt. Sec Pvt. Sec Business Agriculture Others

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2. What is your education qualification?

a. under graduate b. Graduate c. PG d. any other

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3. What is your monthly family income approximately? Pl tick ().

Up to Rs.10, 000 Rs. 10,001 to 15,000 Rs. 15,001 to 20,000 Rs. 20,001 to 30,000 Rs. 30,001 and above

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4. What kind of investments you prefer most? Pl tick (). All applicable.
a. Saving account b. Fixed deposits c. Insurance d. Mutual Fund e. Post Office-NSC, etc f. Shares/Debentures g. Gold/ Silver h. Real Estate I. PPF j. PF

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5. While investing your money, which factor you prefer most? a. Company reputation
b. Liquidity c. Low Risk d. High Return e. Any one

45 40 3 5 3 0 25 20 15 10 5 0

Anyone Liquidity Lowris k H ig h return com pany reputation

6. Have you ever invested your money in mutual fund?

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a. Yes b .No

7. Where do you find yourself as a mutual fund investor?

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a. Totally ignorant [ ] b. Partial knowledge of mutual funds [ ] c. Aware only of any specific scheme in which you invested [ ] d. Fully aware [ ]

8. In which kind of mutual you would like to invest?

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a. Public [ ] b. Private [ ]

9. How do you come to know about Mutual Fund?

a. Advertisement

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b. Peer Group c. Banks d. Financial Advisors

10. Which mutual fund scheme have you used?

a. Open-ended b. Close-ended

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c. Liquid fund d. Growth fund

11. if not invested in Mutual Fund then why?

a. Not aware of MF b. Higher risk c. Not any specific reason

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12. Which feature of the mutual funds allure you most?

a. Diversification [ ] b. Better return and safety [ ] c. Reduction in risk and transaction cost [ ]

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d. Regular Income [ ] e. Tax benefit [ ]

13. In which Mutual Fund you have invested? Please tick (). All applicable.
a. SBIMF

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b. UTI c. HDFC d. Reliance e. ICICI prudential funds f. JM mutual fund g. other. Specify

14. When you invest in Mutual Funds which mode of investment Will you prefer?
a. One Time Investment b. Systematic Investment Plan (SIP)

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15. Where from you purchase mutual funds?

a. Directly from the AMCs [ ] b. Brokers only [ ] c. Brokers/ sub-brokers [ ] d. Other sources [ ]

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16. Which AMC will you prefer to invest? Assets Management Co.
a. SBIMF b. UTI c. Reliance d. HDFC

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e. Kotak f. ICICI g. JM finance

17. Which sector are you investing in mutual fund sector?

i. General 1st ii. Oil and petroleum iii. Gold fund iv. Diversified equity fund v. Debt fund

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vi. Banking fund vii. Real estate fund

18. How would you like to receive the returns every year?
a. Dividend payout b. Dividend re-investment c. Growth in NAV

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Data Interpretation of Questionnaire:

1. First question was to determine 28 participants were in govt sector, 62 participants were in pvt sector, 47 participants were in business and 13 participants were in agriculture.

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2. Second question was to determine the educational qualification of 150 participants, in which 32 participants were under graduate, 57 were graduate, 38 participants were post graduate and 23 were other degree holder.

3. Third question was to determine monthly family income of participants among which 23% participants monthly family income is upto rs. 10,000, 35% participants monthly family income is 10,001 to 15,000, 25% participants monthly family income is 15,001 to 30,000 and 17% participants monthly family income is 30,000 & above. Thats shows maximum participants belong 10,000 to 15,000.

4. Fourth question was to determine the investments preference o participants so on the basis of graph we can say that maximum people prefer to invest in saving account and fixed deposit because in these investment there are less risk in comparison to other.

5. Fifth question was to determine that during the investment what the things that participants consider are high return, low risk, liquidity, company reputation and other. On the basis of research we can say that first preference is high return, second one is liquidity and third one is low risk. 6. Sixth questions was to check that how many participants have invested their money in mutual fund and how many have not, among 150 participants 40% participants have invested and 60% have not. That shows many people are not aware about mutual fund.

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7. This questions was to determine the awareness of mutual fund among participants that shows 46% are partially aware about mutual fund and rest are totally ignorant, aware only of any specific scheme and fully aware.

8. This question was to determine whether the participants invest their money in public sector or in private sector. 63% participants are like to invest in private sector and only 37% participants like to invest in public sector.

9. This question was to determine what are the sources of information about mutual fund among participants on the basis of graph 33 participants was aware by advertisement, 42 participants by peer group, 48 participants by banks and 27 by financial advisors.

10. This question was to determine which mutual fund scheme have participants used. On the basis of questionnaires 49 participants use open-ended and 21 participants use close-ended, 42 participants use liquid fund and 38 participants use growth fund.

11. This question was to determine that if participants not invested in Mutual fund then why? 0n the basis of primary data 61 participants not invested in mutual fund due to unawareness of mutual fund, 49 participants not invested in mutual fund due to high risk and 49 participants not invested in mutual fund because of not any specific reason.

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12. This question was to check that which feature of the mutual funds allure the participants most and 25 participants invest in mutual fund due to diversification, 32 invest due to better return, 44 invest invested due to reduction in risk and transaction costs. 36 participants invested due to regular income and 13 invested because of tax benefit.

13. This question was to determine that how many participants among 150 have invested in which mutual fund and on the basis of the questionnaire we can say that 26 participants have invested in SBI mutual fund, 19 participants have invested in UTI, 25 participants have invested in HDFC, 30 participants have invested in RELIANCE, 24 participants have invested in ICICI, 15 participants have invested in JM mutual fund and 11 participants have invested in other mutual fund.

14. This question was to determine how many people like to invest in one time investment plan and how many like to invest in systematic investment plan (SIP) on the basis of graph we can say that in 150 participants 42.66% like to invest in one time plan and 57.34% like to invest in SIP.

15. On the basis of this question we can say that among 150 participants 55 participants purchase mutual fund directly from the AMCs, 36 participants purchase from broker only, 40 participants purchase from brokers & sub brokers and 19 participants purchase from other sources.

16. This question was to determine that how many people will prefer to invest in which Assets Management Company (AMC). The chart shows that

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18% will invest in SBI mutual fund, 15% will invest in UTI, 23% will invest in RELIANCE, 13% will invest in HDFC, 19% will invest in ICICI and 12% will invest in KOTAK & JM finance.

17. On the basis of this question we can say that among 150 participants 28 participants are investing in general 1st sector, 18 participants are investing in Oil & petroleum sector, 27 participants are investing in gold sector, 38 participants are investing in Diversified equity fund sector, 25 participants are investing in banking fund and 14 participants are investing in real estate fund.

18. This question was to determine that how would participants like to receive the returns every year? On the basis on questionnaire we can analyze that among 150 participants 26% participants like to receive the returns every year as dividend payout, 32% participants like to receive the returns every year as dividend re-investment and 58% participants like to receive the returns every year as growth in NAV.

SWOT Analysis
A type of fundamental analysis of the health of a company by examining its strengths(S), weakness (W), business opportunity (O), and any threat (T) or dangers it might be exposed to.

STRENGTHS:

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 Brand strategy: as opposed to some of its competitors (e.g. HSBC), Reliance ADAG operates a multi-brand strategy. The company operates under numerous well-known brand names, which allows the company to appeal to many different segments of the market. Distribution channel strategy: Reliance is continuously improving the distribution of its products. Its online and Internet-based access offers a combination of excellent growth prospects and its retail direct business also saw growth of 27% in 2002 and 15% in 2003. Various sources of income: Reliance has many sources of income throughout the group, and this diversity within the group makes the company more flexible and resistant to economic and environmental changes. Large pool of installed capacities. Experienced managers for large number of Generics. Large pool of skilled and knowledgeable manpower. Increasing liberalization of government policies.

WEAKNESS:
Emerging markets: since there is more investment demand in the United States, Japan and the rest of Asia, Reliance should concentrate on these markets, especially in view of low global interest rates.

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 Mutual funds are like many other investments without a guaranteed

return: there is always the possibility that the value of your mutual fund will depreciate. Unlike

fixed-income products, such as bonds and Treasury bills, mutual funds

experience price fluctuations along with the stocks that make up the fund. When deciding on a particular fund to buy, you need to research the risks involved - just because a

professional manager is looking after the fund, that doesn't mean the performance
will be stellar.

Fees: In mutual funds, the fees are classified into two categories: shareholder fees and annual operating fees. The shareholder fees, in the forms of loads and redemption fees are paid directly by shareholders purchasing or selling the funds. The annual fund operating fees are charged as an annual percentage - usually ranging from 1-3%. These fees are assessed to mutual fund investors regardless of the performance of the fund. As you can imagine, in years when the fund doesn't make money, these fees only magnify losses.

OPPORTUNITIES:
Potential markets: The Indian rural market has great potential. All the major market leaders consider the segments and real markets for their products. A senior official in a one of the leading company says foray into rural India already started and there has been realization that the rural market is both price and quantity conscious. Entry of MNCs: Due to multinationals are entering into market job opportunities are increasing day by day. Also India Mutual Fund majors are tie up with other financial institutions.

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THREATS:
Increased Competition: With intense competition by so many local players causing headache to the current marketers. In addition to this though multinational brands are not yet established but still they will soon hit the mark. Almost 60 to 70% of the revenue is spending on the management and services.

Hedge funds: sometimes referred to as hot money, are also causing a threat for mutual funds have gained worldwide notoriety for bringing the markets down. Be it a crash in the currency, stock or bond market, usually a hedge fund prominently figures somewhere in the picture.

Conclusion:
Lucknow has huge untapped market as far as MF is concerned. Mutual Funds are more of an investment option than the speculative avenue. People tend to gain through long investments rather than through short term. Income funds and ELSS are among the few top funds.

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Brokers advice matters to as many of the people. Major part of people preferred self-evaluation as best.

Most of the people look at the returns that are given by funds some are in this favor and some people are those who consider Fund name and current NAV of the fund before investing into a Mutual Fund.

Experience was the main factor that made a person invest in mutual funds

Limitation
People are not willing to take much risk and bear loss. For proper evaluation it was insufficient time. On the basis of particular area we cannot conclude whole. Information provided by respondents may be false. Lack of awareness about MF in public.

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 Lack of interest. Lack of cooperation from the respondents.

Recommendations and Suggestions

Brand Equity of Reliance is very high just, so go & hit the market. Remove the differences in perception of audience about Private Company & PSU.

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Create Awareness about Mutual Fund. Literate audience about MF as better investment option. Run some program to bring MF in final decision set while prospects decide about distributorship.

Advertisement on television is the main source of attraction so the company must advertise its products heavily.

Product must be improved. There should be provision of complain suggestion boxes at each branch

Appendix:
Glossary: Some terms related with Mutual Funds:

ACCOUNT STATEMENT: A document issued by the mutual fund, giving details of transactions and holdings of an investor. ADJUSTED NAV (TOTAL RETURN): The net asset value of a unit assuming reinvestment of distributions made to the investors in any form.

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ADVISOR: Your financial consultant who gives professional advice on the fund's investments and who supervise the management of its assets. ANNUAL RETURN: The percentage of change in net asset value over a year's time, assuming reinvestment of distribution such as dividend payment and bonuses. APPRECIATION: When an investment increases in value, it appreciates. For example, an equity share whose price goes from Rs. 20/- to Rs. 25/- has appreciated by Rs. 5/-. APPLICATION FORM: Form prescribed for investors to make applications for subscribing to the units of a fund ASSET: Property and resources, such as cash and investments, comprise a person's assets; i.e., anything that has value and can be traded. Examples include stocks, bonds, real estate, bank accounts, and jewellery. ASSET ALLOCATION: When you divide your money among various types of investments, such as stocks, bonds, and short-term investments (also known as "instruments"), you are allocating your assets. The way in which your money is divided is called your asset allocation.

ASSET MANAGEMENT COMPANY / AMC / INVESTMENT MANAGER / Reliance Capital Asset Management Ltd.: It is the investment manager for the mutual fund. It is a company set up primarily for managing the investment of mutual funds and makes investment decisions in accordance with the scheme objectives, deed of Trust and other provisions of the Investment Management Agreement. AUTOMATIC INVESTMENT PLAN: Under these plans, the investor mandates the mutual fund to allot fresh units at specified intervals (monthly, quarterly, etc.) against which the investor provides post-dated cheques. On

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the specified dates, the cheques are realized by the mutual fund and on realization; additional units are allotted to the investor at the prevailing NAV. BACK END LOAD: The difference between the NAV of the units of a scheme and the price at which they are redeemed. The difference is charged by the fund. BALANCE SHEET: A financial statement showing the nature and amount of a company's assets, liabilities and shareholders' equity. BALANCED FUND: A mutual fund that maintains a balanced portfolio, generally 40% bonds and 60% equity. BALANCE MATURITY TENURE OF A SCHEME: In the case of close-ended schemes, the balance period till the redemption of the scheme. BENCHMARK: A parameter with which a scheme can be compared. For example, the performance of a scheme can be benchmarked against an appropriate index. BOND: An interest-bearing promise to pay a specified sum of money -- the principal amount -- due on a specific date. BOND FUNDS: Registered investment companies whose assets are invested in diversified portfolios of bonds primarily fixed income securities. BROKER: One who guides the investors on one or more investments and facilitates the process of investment. A broker is a member of a recognized stock exchange who buys and sells or otherwise deals in securities. BROKERAGE: The fee payable to a broker for acting as an intermediary in a transaction. For example, brokerage is payable by a fund for getting fresh investments from investors.

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BULL MARKET: Period during which the prices of stocks in the stock market keep continuously rising for a significant period of time on the back of sustained demand for the stocks. CAPITAL: This is the amount of money you have invested. When your investing objective is capital preservation, your priority is trying not to lose any money. When your investing objective is capital growth, your priority is trying to make your initial investment grow in value. CAPITAL APPRECIATION: As the value of the securities in a portfolio increases, a fund's Net Asset Value (NAV) increases, meaning that the value of your investment rises. If you sell units at a higher price than you paid for them, you make a profit, or capital gain. If you sell units at a lower price than you paid for them, you'll have a capital loss. CAPITAL GAINS: The difference between an asset's purchased price and selling price, when the difference is positive. A capital loss would be when the difference between an asset's purchase price and selling price is negative. CAPITAL GROWTH: A rise in market value of a mutual fund's securities, reflected in its NAV per share. This is a specific long-term objective of many mutual funds. Capital Loss realized when an instrument or asset is sold at a price below its cost.

CAPITAL MARKET: The market where capital funds, debt (bonds) and equity (stocks) are traded. CASH & OTHER CATEGORY: A mutual fund asset allocation theory that includes net cash, short-term securities, and any other securities (such as options) not included in other asset allocation categories.

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CLOSED-ENDED MUTUAL FUND: They are schemes that have a prespecified maturity period generally ranging from 2 to 15 years. One can invest directly in the scheme at the time for the initial issue and thereafter transact (buy or sell) the units of the scheme on the stock exchanges where they are listed. The market price at the stock exchanges could vary from the scheme's net asset value (NAV) on account of demand and supply situation, unit holders' expectations and other market factors. Some close-ended schemes provide an additional option of selling the units directly to the Mutual Fund through periodic repurchase at NAV related prices. SEBI Regulations ensure that at least one of the two exit routes is provided to the investor. COMMISSION: The broker's or agent's fee for buying or selling securities for a client. The fee is usually based on a percentage of the transaction's market value. CONVERTIBLE BOND: A corporate bond, usually a junior subordinated debenture, which can be exchanged for shares of the issuer's common stock. CORPUS: The total amount of money invested by all the investors in a scheme. CURRENT INCOME: Monies paid during the period an investment is held. Examples include bond interest and stock dividends. CURRENT LOAD: Load structure applicable currently. Funds keep revising the load structures from time to time. CURRENT MARKET VALUE: The amount a willing buyer will pay for a bond today, which may be at a premium (above face value) or a discount (below face value).

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DEBT /INCOME FUNDS: Funds that invest in income bearing instruments such as corporate debentures, PSU bonds, gilts, treasury bills, certificates of deposit and commercial papers. These funds are the least risky and are generally preferred by risk-averse investors. DIVERSIFICATION: Diversification is the concept of spreading your money across different types of investments and/or issuers to potentially moderate your investment risk. DIVIDEND: Income distributed by the Scheme on the Units DIVIDEND PLAN: In a dividend plan, the fund pays dividend from time to time as and when the dividend is declared. DIVIDEND REINVESTMENT: In a dividend reinvestment plan, the dividend is reinvested in the scheme itself. Hence instead of receiving dividend, the unit holders receive units. Thus the number of units allotted under the dividend reinvestment plan would be the dividend declared divided by the ex-dividend NAV. ENTRY LOAD: It is the load charged by the fund when one invests into the fund. It increases the price of the units to more than the NAV and is expressed as a percentage of NAV. EQUITY SCHEMES: Schemes where more than 50% of the investments are done in equity shares of various companies. The objective is to provide capital appreciation over a period of time. EXPENSE RATIO: Annual percentage of fund's assets that is paid out in expenses. Expenses include management fees and all the fees associated with the fund's daily operations.

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EXIT LOAD: It is the load charged by the fund when one redeems the units from the fund. It reduces the price of the units to less than the NAV and is expressed as a percentage of NAV. FACE VALUE: The original issue price of one unit of a scheme FII: Foreign Institutional Investors, registered with SEBI under the Securities and Exchange Board of India (Foreign Institutional Investors) Regulations, 1995. FUND MANAGER: Appointed by the AMC, he is the person who makes all the final decisions regarding investments of a scheme GROWTH FUND: A mutual fund whose primary investment objective is longterm growth of capital. It invests principally in common stocks with significant growth potential. Growth Stocks of companies that have shown or are expected to show rapid earnings and revenue growth. Growth stocks have relatively more risk than other conventional forms of investment. INCOME FUND: A mutual fund that primarily seeks current income rather than growth of capital. It will tend to invest in stocks and bonds that normally pay high dividends and interest. INDEX FUND: A type of mutual fund in which the portfolios are constructed to mirror a specific market index. Index funds are expected to provide a rate of return over time that will approximate or match, but not exceed, that of the market, which they are mirroring. INITIAL OFFER/INITIAL ISSUE: Offer of Reliance Income Fund units during the initial offer period. INITIAL OFFER PRICE: The price at which units of a scheme are offered in its Initial Public Offer (IPO).

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ISSUED SHARE CAPITAL: This is the total number of shares a company has made publicly available multiplied by the total nominal value of the shares. A company may have 10 million shares in issue, each with a nominal value of Re. 1. So the issued share capital is Rs. 10 million. LIQUIDITY: The ability to buy or sell an asset quickly or the ability to convert to cash quickly LIQUID FUNDS /MONEY MARKET
FUNDS:

Funds investing only in short-term

money market instruments including treasury bills, commercial paper and certificates of deposit. The objective is to provide liquidity and preserve the capital LOAD: A charge that may be levied as a percentage of NAV at the time of entry into the Scheme/Plans or at the time of exiting from the Scheme/Plans. LOCK IN PERIOD: The period after investment in fresh units during which the investor cannot redeem the units. MANAGEMENT FEE: Money paid by a mutual fund to its investment manager or advisor for overseeing the portfolio. A management fee is usually between one-half and one percent of the fund's net asset value. MATURITY OR MATURITY DATE: The date upon which the principal of a security becomes due and payable to the security holder. MATURITY VALUE: The amount (other than periodic interest payment) that will be received at the time a security is redeemed at its maturity. On most securities the maturity value equals the par value.

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MUTUAL FUNDS: An investment company that pools money from its unit holders and invests that money into a variety of securities, including stocks, bonds, and money-market instruments. This represents a way of investing money into a professionally managed and diversified pool of securities that hopefully will provide a good return on unit holders' money. MUTUAL FUND REGULATIONS: Securities and Exchange Board of India (Mutual Funds) Regulations, 1996 as amended up to date and such other Regulations, as may be in force from time to time, to regulate the activities of the Mutual Fund. NAV: Net Asset Value of the Units in each plan of the Scheme is calculated in the manner provided in this Offer Document or as may be prescribed by Regulations from time to time. NAV Change: The difference between today's closing net asset value (NAV) and the previous day's closing net asset value (NAV). NAV Change %: The percentage change between today's closing net asset value (NAV) and the previous day's closing net asset value (NAV) NET WORTH: A person's net worth is equal to the total value of all possessions, such as a house, stocks, bonds, and other securities, minus all outstanding debts, such as mortgage and revolving credit lines. NET YIELD: Rate of return on a security net of out-of-pocket costs associated with its purchase, such as commissions or markups. NON PERFORMING INVESTMENTS: Part of the portfolio investment of a debt fund which is not making interest payment or principal amount repayments in time.

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OFFER DOCUMENT OR PROSPECTUS: The official document issued by mutual funds prior to the launch of a fund describing the characteristics of the proposed fund to all its prospective investors. It contains information required by the Securities and Exchange Board of India, such as investment objective and policies, services, and fees. Individual investors are encouraged to read and understand the fund's prospectus OPEN-ENDED SCHEMES/ FUNDS: Scheme of a mutual fund where purchase or sale of units is allowed on a continued basis. Funds that do not have any fixed maturity and are continuously open for subscription and redemption. The key feature is liquidity. One can conveniently buy and sell the units held at the NAV related price. OPENING NAV: The NAV disclosed by the fund for the first time after the closure of an NFO. PORTFOLIO: It refers to the total investment holdings of the fund. PORTFOLIO CHURNING: It refers to the changes made to the portfolio keeping in view the market conditions. It includes both buying and selling of holdings and is aimed at giving a better yield to the investor. REDEMPTION: The paying off or buying back of units of a mutual fund / bond by the issuer. REDEMPTION FEE: A fee charged by a limited number of funds for redeeming, or buying back, fund units. REDEMPTION PRICE: The price at which a mutual fund's units are redeemed (bought back) by the fund. The redemption price is usually equal to the current NAV per unit.

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RETURNS: The dividend and capital appreciation accruing to the investor on the investment held by him SCHEME: A mutual fund can launch more than one scheme. With different schemes, in spite of there being a common trust, the assets contributed by the unit holders of a particular scheme are maintained and managed separately from other schemes and any profit/loss from the assets accrue only to the unit holders of that scheme SYSTEMATIC INVESTMENT PLAN (SIP): A program that allows an investor to provide post-dated cheques to the mutual fund to allot fresh units at specified intervals (usually monthly or quarterly). On the specified dates, the cheques are realized by the mutual fund and additional units at the prevailing NAV are allotted to the investor. This enables him to invest as little as Rs 1000 a month and take advantage of rupee cost averaging.

SYSTEMATIC WITHDRAWAL PLANS (SWP): A plan offered with some schemes under which post-dated cheques for fixed amounts (as may be fixed by the fund) are issued to the investors for monthly, bi-monthly or quarterly withdrawals. The withdrawals are as per the requirements of the investor specified by him/ her at the time of investment. TRANSACTION SLIP: A brief form to be filled at the time of additional purchases or redemption. TRUST FUND: The corpus of the Trust, unit capital and all property belonging to and I or vested in the Trustee

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UNIT: A Unit represents one undivided share in the assets of the Schemes. UNIT HOLDER: A person who holds Unit(s) under any plan of the Scheme. VALUATION: Calculation of the market value of the assets of a mutual fund scheme at any point of time VOLATILITY: In investing, volatility refers to the ups and downs of the price of an investment. The greater the ups and downs, the more volatile the investment 52 WEEK HIGH: The highest market value of a unit (in terms of NAV) during the immediately preceding 52 weeks. WEEK LOW: The lowest value of a unit (in terms of NAV) during the immediately preceding 52 weeks owns, the more volatile the investment. YIELD: Distributions form investment income, usually expressed as a percentage of net asset value or market price. Unlike total return, yield has the single component of investment income and does not include capital gains distributions or capital appreciation of underlying shares. ZERO-COUPON BOND: A bond where no periodic interest payments are made. The investor purchases the bond at a discounted price and receives one payment at maturity. The maturity value an investor receives is equal to the principal invested plus interest earned compounded semi-annually at the original rate to maturity.

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Bibliography
Annual report of the Company. Kotare Philip., Marketing Management, Pearson Education, India, 2004. Kothari. C.R., Research Methodology, New Age Publication, India, 2006.

http://www.amfiindia.com http://en.wikipedia.org/wiki/Mutual_fund http://reliancemutual.com http://www.moneycontrol.com http://www.getpaidindia.com/category/mutual-funds/fundhouses/reliance-mf/ http://www.investopedia.com http://finance.indiamart.com/markets/mutual_funds/ http://mutualfundsindia.com/fund_portfolio.asp http://www.yahoo.com http://www.google.com

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