Organisation Context
Established in 1994, Aditya Birla Sunlife Asset Management Company, (ABSLAMC) is a joint venture between Aditya Aditya Birla Group and Sunlife Financial Inc., a leading international financial services company in Canada.
ABSLAMC is a fund manager for Aditya Birla Sunlife Mutual Funds and currently ranks as the fourth largest fund Management houses in India with a total Average AUM base of over INR 1 Lakh 40 Thousand Crores (as on Dec 2015). Out of the 42 fund houses in the country, ABSLAMC ranked 1st in Fixed Income AUM and 5th in Equity AUM category respectively. As of December 2015, the Average AUM market Share of the organisation was approx 10.2%. The company grew its investor client base by 20% to about 2.42Mn from 2.01Mn from the previous year, thereby bagging a second position in this category.
Distribution Network: ABSLAMC has a footprint in 150 locations across the country with approx 45,000 IFAs, 190 National Distributors & 85 banking partnership. ABSLAMC also has its offshore presence through its rep offices in Singapore, Dubai & Mauritius. The employees’ strength of ABSLAMC is approx. 1000 employees (Onrolls and Associates as on Dec 2015). ABSLAMC has a customer base of approx. over 2.5 million customers as on Dec 2015 with total gross sales of approx. 8.8 lac Crores
ABSLAMC offers investors a range of comprehensive investment options, which includes diversified and sector specific equity schemes, hybrid funds and a wide range of debt and treasury products. Its offerings also include Portfolio advisory services for High Net worth individuals as well as offshore funds for Non Resident Indians. There are approx. 176 schemes managed by the organisation as on Dec 2015. The Company follows a long – term, fundamental research based approach to investment and thrives to provide a transparent and ethical services to its investors.
One of the key challenges for ABSLAMC has been to maintain a balance between moving with dynamic and constantly changing regulatory norms of the country and maintaining growth and profitability in the extremely competitive market. And some of key strengths of the organization that have helped it to sustain and grow are:
Focus on Technology – The organization has been in the forefront in implementing technological innovation to foster innovation and also to improve efficiency for its stakeholders, whether it is employees, clients or distributors
Product Innovation – ABSLAMC has been known to be a pioneer in terms of products and has a history of launching innovative, category defining products like Aditya Birla Cash plus, etc.
Research based approach – ABSLAMC has one of the largest team of research analyst dedicated to tracking down the best companies to invest in
Strong Distributor Delivery Mechanism – The Company has developed a 4 -pronged sales/delivery mechanism to ensure maximum reach and penetration to the end customers. This mechanism includes Company’s direct Channels (branches/online), Independent Financial Advisors (IFAs), National Distributors (ND) and Banks.
Regulator Interface – ABSLAMC plays a key role in the Association of Mutual Funds in India (AMFI) with quite a few members of the top management being a part of the AMFI Board. It has hence ensured that it can discuss any new Industry development from a regulatory perspective at the initial stages with the Regulator as well as the Industry Association
People Management – ABSLAMC believes in continuously measuring the perception of its people using a 4-S approach, namely Satisfaction, Say, Stay and Strive, which has enabled it to garner a workforce committed and aligned to the overall business success.
JOB CONTEXT& MAJOR CHALLENGES
The Job context of provides a description containing the Background of the job, the Products, the Market Value, the Competitors, the Technology Used, Services Offered and the Main Thrust of the position to describe the context in which the job is performed. In this section, the major challenges (both internal and external), describe the most likely challenges that the job holder will face.
Driving top-of-mind recall and preference for the organization's product portfolio across large national distributor partners amidst an increasingly competitive product landscape.
Developing and executing channel growth strategies that enhance market share while ensuring sustainable and profitable business outcomes.
Building strong strategic partnerships with national distributors by aligning their business priorities with the organization's growth objectives.
Maximizing distributor productivity through improved activation, engagement, and sales effectiveness across assigned accounts.
Leading, coaching, and developing high-performing sales teams to consistently deliver business objectives while fostering talent retention in a competitive market.
Strengthening relationships with key stakeholders within national distribution partners to improve product penetration, business share, and long-term collaboration.
Identifying new business opportunities within existing distribution ecosystems through cross-selling, advisor activation, and expansion of the mutual fund franchise.
Driving execution excellence through disciplined sales governance, performance reviews, and data-driven decision-making to achieve organizational goals.
