THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT

NEW DELHI

PROJECT REPORT
ON

THE CHANNELS OF DISTRIBUTION IN MUTUAL

FUND INDUSTRY & ROLE OF UTI MUTUAL FUND

SUBMITTED BY:
DURGESH NANDAN
BATCH: PGP/FW/2008-10
SECTION – F3
IIPM NEW DELHI
 INDEX

1. Introduction

2. Theoretical Review

3. Review and Research

4. New Developments

5. Conclusion and Recommendations

6. References
 Executive summary
The Indian mutual fund industry in recent years has exponential growth and yet it is still at a very
nascent stage. We believe that the mutual fund industry has grown in terms of size or choices
available, but is a long distance from being regarded as a mature one. To understand this one has
to look at the global scenario. If one look at the global mutual fund industry, one has see that
assets have grown by 185% between 2000 and 2009. In comparison, Indian assets outgrew at a
staggering 446%, where as the US only grew by 158% and Europe by 242%.

As our economy continues to grow at a spectacular rate there is a huge amount of wealth creating
opportunities surfacing everywhere. Financial Planners have an immensely responsible role to
play by identifying these opportunities and channeling them into wealth creating initiatives that
would enable people to address their financial needs.

To give an overview of a recent study conducted by Invest India, there are about 321.8 millions
paid workers in India. Of this only 5.3 millions have an exposure to mutual funds. This is less
than 2% of total work force.

Even more interesting fact is that 77% of them reside in super metros and Tier I cities. Again,
about 4 millions come in the Rs. 90,000-5 lakh income bracket. The penetration among the less
than Rs. 90,000 and more than Rs 5 lack income bracket is very low. The need for the hour is to
expand the market boundaries and expand scope in Tier II and Tier III cities.
India is also one of the fastest growing markets for mutual funds, attracting a host of global
players. Hence, investors will have an even wider range of products to choose from. The
combination of the increase in number of fund houses along with new schemes and the increase
in the number of people parking their saving in mutual funds has resulted in per cent during
April-December 2009.

This now stands at Rs 30314 billions as against Rs. 13476 billions for the corresponding period
last year. We already have many experts expressing their concentration at the frequency of NFO
launches. Yet we have less than 1000 schemes in India, compared to 15000 in the US and 36000
in Europe. The gap is significant and has to be filled up with unique and better priced products.
There has also been a rapid rise in the HNI segment. India stands only second-best to Korea in
the Asia- Pacific region in terms of percentage growth. The total HNI (High Net Worth
Individual) assets stood at about Rs 12 trillion and their assets are distributed over various assets
classes. To top them MFs will have to come up with structured products, real estate funds,
commodity based funds, art funds and the like.

Indian house holds have also increased their exposure to the capital market. Very interestingly,
the Mutual fund proportion in this has increased.

In fact, there has been more than 2000% growth in the assets coming to MFs in the last 3 years.
Statistics reveal that a higher portion of investors’ savings is now invested in market-linked
avenues like mutual funds as compared to earlier times.
Passing through the growth phase

We have always read that fund industry has seen three phases – the UTI phase, the public sector
phase and the post – UTI phase. But if we study a bit more closely, there have been four clear
stages.
- UTI Phase (1964 – 1987)
- Public sector phase (1987 – 1993), during which the likes of SBI,BOB and Canara Bank
comes into existence
- The emergence phase (1993 – 2003), when international players come in to India. Some
have wound up their operations and a few of them are looking for re-entry.
- Post UTI phase (2003 – 2009), when domestic players along with some global players
have consolidated the MF industry.
And now we are entering Phase V of the industry, when not only are newer players readying to
enter the market but are also looking at penetration and market expansion. All in all, this is a win-
win situation for Indian investors. We have also come up a long way from plain vanilla equity
funds to hybrid funds, from balanced funds to arbitrage funds, from sectoral funds to quant
strategies.

Changing investor profile

Today’s investor is quite young and very unlike the older generation. He follows a contrarian’s
approach. He buys when the market flips and books profit when it rallies.
The retail participation in equity schemes has also increased tremendously. Although many
complain that the industry is still brokerage driven, the trends clearly suggest that investors prefer
NFOs to enter equities.
Our economy is booming, we have now a sustained GDP growth of 8%, which is likely to remain
at this level for years to come.

The number of AMCs is increasing. Their presence across India is expanding. Distributors too
are expanding their networks. Besides, the regulator has taken up measures to safeguard investor
interests. These are all drivers for the fund industry. Together, these greet investor warmly.
The need of the investor populace has changed, resulting in a change in asset management styles.
In this way, this is leading to the design of new and competitively-priced products, implying
greater emphasis on higher quality of intermediation. This in itself is both an opportunity and a
challenge.

As our economy continuous to grow at a spectacular rate there is a huge amount of wealth
creating opportunities surfacing everywhere.
Financial Planners have an immensely responsible role to play by identifying these opportunities
and channeling them into wealth creating initiatives that would enable people to adequately
address their financial needs.

MUTUAL FUND
Distribution of Mutual Funds
In the past 25 years, there have been dramatic changes in how mutual funds are sold to the
investing public. Before 1980, all funds had a single share class, and shares of a given fund were
offered to all investors. Most funds were sold through a broker, who provided advice, assistance,
and ongoing service to the fund buyer. The shareholder paid for these distribution services
through a front-end sales charge when he or she bought the fund. Other funds sold shares directly
to investors without a sales charge. Investors in these funds either did not receive advice and
assistance or obtained and paid for these services separately. Funds sold through financial
professionals such as brokers have since adopted alternatives to the front-end sales charge. The
alternative payment methods typically include a fee based on assets that may also be in
combination with a front-end or back-end sales charge. In many cases, funds offer several
different share classes — all of which invest in the same underlying portfolio of assets, but each
share class may offer shareholders different methods of paying for broker services. In addition,
the range of venues (or distribution channels) through which an investor can purchase fund
shares has expanded since 1980, and each distribution channel may offer different services. As a
consequence, companies sponsoring mutual funds have created new funds and share classes that
have costs reflecting the different distribution services. With the expansion in distribution
channels, many fund sponsors have abandoned earlier, single-channel distribution strategies in
favor of multi-channel distribution. As a result, mutual fund sponsors that once marketed
exclusively through a single, traditional distribution channel — a sales force or directly to
investors — often now compete head-to-head in the same distribution channels. The changes in
fund distribution have been accompanied by a significant decrease in the average cost of
distribution services incurred by mutual fund buyers. The decline in distribution costs reflects a
variety of developments, including competition between mutual funds, expansion of the 401(k)
plan market and other markets with low distribution costs, and increased availability of lower-
cost advice to investors.

Mutual funds are sold through five principal distribution channels:

(1) The direct channel

(2) The advice channel

(3) The retirement plan channel

(4) The supermarket channel

(5) The institutional channel.

The first four channels primarily serve individual investors. In the direct channel, investors carry
out transactions directly with mutual funds. In the advice, retirement plan, and supermarket
channels, individual investors use third parties or intermediaries that conduct transactions with
mutual funds on their behalf. Third parties also provide services to fund investors on behalf of
mutual funds.

_ The most important feature of the advice channel is the provision of investment advice and
ongoing assistance to fund investors by financial advisers at full-service securities firms, banks,
insurance agencies, and financial planning firms. Advisers are compensated through sales loads
or from asset-based fees.

_ The retirement plan channel primarily consists of employer-sponsored defined contribution

plans in which employers provide mutual funds and other investments for purchase by plan
participants through payroll deductions.

_ The supermarket channel is made up of discount brokers that offer mutual funds from a large
number of fund sponsors. Many of the fund offerings are subject to no transaction charges or
sales loads.

_ Businesses, financial institutions, endowments, foundations, and other institutional investors

use the institutional channel to conduct transactions either directly with mutual funds or through
third parties.

MUTUAL FUND DISTRIBUTION CHANNELS

Mutual funds are offered for sale in five distribution channels (Figure 1). In the direct channel, investors
carry out transactions directly with mutual funds themselves by mail, phone, the Internet, or at customer
service centers. In the advice channel, investors purchase and redeem shares through financial advisers at
securities firms, banks, insurance agencies, and financial planning firms. In the supermarket channel,
discount brokers offer a large number of mutual funds to investors from a broad array of fund companies.
In the retirement plan channel, employers sponsoring defined contribution plans select a limited number
of mutual funds for retirement plan participants to purchase. Finally, the institutional channel consists of
non-personal accounts held by trusts, corporations, financial institutions, endowments, nonprofit
businesses, and other organizations.
In contrast to the institutional channel, investors in the other four channels are principally individuals.
Among these four channels, it is only in the direct channel that investors interact with mutual funds
themselves. In the other three channels — advice, supermarket, and retirement plan — a third party or
intermediary, whether a discount broker, financial adviser, or a retirement plan administrator selected by
the 401(k) plan sponsor, places transaction orders with mutual funds on behalf of investors and provides
services to investors on behalf of mutual funds. In many instances, the funds themselves may not know
the identity of the investors but only that of the intermediaries.

During the 1990s, it became increasingly common to offer mutual funds through more than one
distribution channel. The development of multi-channel distribution has brought a larger number of funds
into direct competition within the same distribution channel.

As a share of mutual fund assets, the advice channel is the largest, accounting for an estimated 55 percent
of all mutual fund assets at the end of 2002 (Figure 2). The retirement plan channel is second in size with
an asset share of 16 percent. The institutional channel has an estimated 13 percent, the direct channel 12
percent, and the supermarket channel 5 percent of all fund assets.

A distribution channel’s asset share, however, does not necessarily reflect individual investors’ use of
that channel. In a household survey of mutual fund owners conducted in 2001, 48 percent indicated that
the retirement plan channel was their primary source of mutual fund purchases, while 37 percent pointed
to the adviser channel as the primary purchase channel (Figure 3).2 This reversal partly reflects the
relative newness of the retirement plan channel, which did not grow rapidly until the 1990s. Hence,
average account sizes are much smaller in the retirement plan channel than in the adviser channel. In
addition, the presence of assets in other channels often resulted from the rollover of assets from defined
contribution plans, usually triggered by job changes and retirement. Ten percent of the respondents to the
survey primarily used the direct channel, and 5 percent used the supermarket channel.

The remainder of this section describes more fully the features of the five distribution channels.
Direct Channel

In the direct channel, investors buy and redeem shares directly from the fund or, more precisely, through
the fund’s transfer agent. The fund company sponsoring the fund does not provide investment advice, so
investors must undertake their own research to choose funds. Fund companies selling directly to investors
provide a variety of products and tools to assist in decision making. When investors purchase fund shares
directly, the fund company provides ongoing services to the fund shareholder such as quarterly
statements, recordkeeping, and transaction processing. These firms typically maintain websites and
telephone servicing centers that their direct customers may use. Because of the relatively fixed cost of
providing these services, funds selling directly to investors often require higher minimum balances than
funds offering shares through third parties, and they frequently assess fees to those investors who do not
maintain the minimum balance levels in their accounts.

Advice Channel
The principal feature of the advice channel is the provision of investment guidance, assistance, and advice
by financial professionals. These include full-service brokers at national wire-houses, independent
financial planners and advisers, registered sales representatives at banks and savings institutions, and
insurance agents. Such advisers help fund shareholders identify financial goals such as retirement, tax
management, education savings, and estate planning. They assess the risk tolerance of their clients and
select mutual funds and other investments to meet these goals. As an intermediary between investors and
funds, financial professionals conduct transactions for the shareholder, maintain the financial records for
the investments under their management, send periodic financial statements to shareholders, and
Perspective coordinate the distribution of prospectuses, financial reports, and proxy statements to
shareholders on behalf of the funds. Shareholders’ questions about their funds and accounts often are
handled by the financial professionals rather than by the fund companies themselves.

Fund shareholders must compensate financial professionals for their services with payments over and
above the fees and expenses that their fund is charged for the fund’s management. This compensation can
be in the form of one-time sales charges or annual 12b-1 and service fees. These annual fees are also used
to compensate financial professionals and, along with the fund’s management fees, are part of the expense
ratio of share classes sold through financial professionals. Alternatively, some financial professionals
charge their clients directly for their services. These advisers typically assess a fee amounting to a
percentage of an investor’s assets managed by the financial professional. This fee might range from 1 to 2
percent of assets per year, depending on the size of the account.

Retirement Plan Channel

In the 1990s, defined contribution retirement plans, such as 401(k) plans, became one of the primary
sources through which investors buy mutual funds. In 2002, $1 trillion was invested in mutual funds
through defined contribution plans, up from $67 billion in 1990. Furthermore, 62 percent of all household
owners of mutual funds held shares in defined contribution plans. Employers sponsoring defined
contribution plans rely upon third parties to administer the plans and provide plan investments to
employees. The third-party administrator (TPA) typically handles the recordkeeping and other
administrative services and assists the employer in the selection of the investment options offered to
employees. Investment options typically include mutual funds, guaranteed investment contracts, stable
value funds, and company stock. Among the services provided by these third parties are educational
materials and seminars for employees that explain the retirement plan, investment options, and investment
principles. TPAs are involved in the provision of other services to employees participating in defined
contribution retirement plans, including staffing telephone call centers to answer questions, developing
and maintaining automated telephone voice-response systems, building and maintaining websites with
information specific to the employees’ particular retirement plan, and producing participant account
statements, daily transaction recordkeeping, and annual tax reporting. Some employers assume the cost of
TPA services. In these cases, employees receive all of the education and service associated with the
retirement plan as an employee benefit. Other employers do not subsidize the full cost of the plan. In
these cases, third-party services are paid by employer subsidies, direct charges to employees, or fees
included in mutual fund expenses. These expenses that pay for third-party services, such as 12b-1 fees
and service fees, are included in the expense ratio of the share class along with the annual fees and
expenses that shareholders pay for the management of the fund.

Supermarket Channel
The introduction of the first mutual fund supermarket by a discount broker in 1992 represented a
significant innovation in the distribution of mutual funds. Many other discount brokers, some affiliated
with mutual fund companies, have since organized fund supermarkets. The most important feature of a
fund supermarket is its non transaction- fee (NTF) program, whereby an investor may purchase mutual
funds with no transaction fees from a large number of fund companies. The NTF offerings at a discount
broker often number in the thousands, providing an investor the convenience of purchasing “noload”
funds from different families at a single location. Supermarkets generally do not provide investment
advice, and investors must undertake their own research when choosing funds. However, supermarkets
provide a variety of products and tools to assist shareholders’ decision making. In addition, the
supermarkets provide a convenient platform through which investors can research funds, obtain fund
literature, and purchase fund shares. The supermarket platform not only provides fund sponsors with
access to a national retail distribution channel, but it also promotes competition among funds because
investors can readily compare fund fees, expenses, and returns. The fund supermarket holds a single
account with each fund and maintains shareholder transaction records for the mutual fund. The
supermarket also provides consolidated reports to fund shareholders, distributes mutual fund proxy
statements, financial reports, prospectuses, and tax reports. In addition, because the supermarket
maintains the relationship with the investor rather than the fund itself, fund shareholders rely on the
supermarket’s telephone representatives and website for account information, reducing the fund’s direct
cost for providing these services. Some funds pay for services provided by supermarkets through a 12b-1
fee. In addition, funds can pay for non-distribution services, such as shareholder recordkeeping, using
fund assets rather than a 12b-1 fee. Alternatively, some fund advisers use their own revenues to pay the
supermarket for servicing their shareholders. The total amount of fees that a supermarket charges the fund
is typically based on the fund’s level of assets with the supermarket. Investors can also purchase funds
that do not participate in the NTF program through the supermarket. The supermarket recoups the costs of
providing services to shareholders in these funds by charging commissions on fund transactions,
including reinvestment of dividends and capital gain distributions. In addition, some supermarkets have a
special program whereby financial advisers can purchase funds without transaction fees for their clients.

Institutional Channel

The institutional channel comprises a variety of institutions purchasing fund shares for their own
accounts. These institutions include businesses, financial institutions, endowments, foundations, and state
and local governments. Fund sponsors often create special share classes or funds for institutional
investors. Because these investors have large average account balances, the cost of managing a fund or
share class with institutional accounts is lower than that for funds with a large number of small accounts.
Consequently, the expense ratios for institutional funds and share classes tend to be lower than for
comparable funds sold to individual investors.

Institutional investors can purchase shares directly from fund companies, but they also rely on third
parties to purchase their fund shares. For example, banks and other third parties that help institutions
manage their cash holdings have created platforms that offer a variety of money market funds. These
platforms permit institutional investors to place money in multiple money market funds and to move
money between the funds on this platform. These arrangements allow institutional investors, which are
often restricted as to the portion of their cash holdings that can be held in any particular mutual fund, to
easily diversify their holdings across funds.
ROLE OF UNIT TRUST OF INDIA

Establishment

The Unit Trust of India or UTI was established on 1st February, 1964 under the Unit Trust of India Act,
1963 by the government of India. Its establishment has been a landmark in the history of investment trusts
in India. It completed 35 years on 30th June, 1999. The UTI started the sale of units to the public from the
July,1964.

Objects
The basic objective of the UTI is to offer both small and large investors the means of acquiring shares inn
the widening prosperity resulting from the steady, industrial growth of the country. There are two primary
objectives of UTI, i.e., (i) to promote and pool the small savings from the lower and middle income
people who cannot have direct access to the stock exchange, and (ii) to give them an opportunity to share
the benefits and fruits of prosperity resulting from rapid industrialization in India.

Functions
The main functions of UTI are as follows:

• To encourage savings of lower and middle-class people.

 • To sell units to investors in different parts of the country.

• To covert the small savings into industrial finance.

• To give them an opportunity to share the benefits and fruits of industrialization in the country.

• To provide liquidity to units.

Review of Progress (Operations)

The UTI has made good progress during the last 35 years. Bulk of the resources mobilised by the UTI
have been deployed in the corporate sector. The UTI gives preference to the securities of new companies
as to investments. The UTI invests its funds in government securities. Its operations as to sanction and
disbursement of loans during the last few years are given in the table below:

Sanction and Disbursement of Loans by UTI

The total investments of JJTI on 30th June, 1998 stood at Rs. 59,600 crores. i.e., 1997-98, the UTI
collected a record sum of Rs. 13.700 crores in its various schemes as against Rs. 9.800 crores in 1996-97.
The most popular schemes of UTI is UJP64 under which the UTI earned a record sum of Rs. 3,170 crores
as against Rs. 2,600 crores in 1996-97. The rate of dividend under this scheme in 1997-98 was 20%. The
income from dividends in the hands of investor is totally exempted from income-tax.

Critical Evaluation
The, UTI operations have been on increase as is evident from the above table. However, the UTI is not
free from criticisms and charges which are given below:

• The UTI has been charged with the lack of transparency in its operations.

• The UTI has been operating within the walls of protection provided to it by the Unit Trust Act,
1963. As such, the UTI has not been subject to any regulation from various statutory bodies
including the SEBI.

• The UTI has been manipulated by vested interests to effect the transactions on the stock
exchanges.

• The UTI has been accused of corruption at various levels.

• Investors do not possess the right to attend the annual general meetings of the trust.

• The expense ratio of the UTI is quite high.

• Investors do not get benefits of the capital appreciation of the investments made by them.

• The pricing policy of the UTI is open for criticism.

• The operations of the UTI fall much short of the standards of efficiency.

• The investors are not getting adequate return on their investments.

In spite of the above criticisms, the UTI has emerged as a leading financial institution of India. It has been
successful in propagating the unit culture in the country and has offered alternative lucrative channels of
investment to small savers

CONCLUSION:

1. A mutual fund brings together a group of people and invests their money in stocks, bonds, and other
securities.

2. The advantages of mutuals are professional management, diversification, economies sale, simplicity
and liquidity.

3. The disadvantages of mutuals are high costs ,over-diversification, possible tax consequences, and the
inability of management to guarantee a superior return.

4. There are many, many types of mutual funds. You can classify funds based on asset class, investing
strategy, region, etc.

5. Mutual funds have lots of costs.

6. Costs can be broken down into ongoing fees and transaction fees.

7. The biggest problems with mutual funds are their costs and fees.

8. Mutual funds are easy to buy and sell. You can either buy them directly from the fund company or
through a third party.

9. Mutual fund ads can be very deceiving.

BIBLIOGRAPHY:

1. www.Mutualfundindia.com

2. www.birlasunlifemutualfund.com

3. www.franklinfunds.com

4. www.reliancemutualfund.com

5. www.morganstanleymutualfunds.com

6. www.Ingcorefunds.com