Job Description

Job Purpose


This role is responsible for managing a set of relationships, acquisition of new relationships and driving achievement of the sales target expected from the relationships.


Job Context & Major Challenges


Job Context Job Challenges:



Organisation Context



Established in 1994, Birla Sunlife Asset Management Company, (BSLAMC) is a joint venture between Aditya Birla Group and Sunlife Financial Inc., a leading international financial services company in Canada.




BSLAMC is a fund manager for 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, BSLAMC 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: BSLAMC has a footprint in 150 locations across the country with approx 45,000 IFAs, 190 National Distributors & 85 banking partnership. BSLAMC also has its offshore presence through its rep offices in Singapore, Dubai & Mauritius. The employees' strength of BSLAMC is approx. 1000 employees (Onrolls and Associates as on Dec 2015). BSLAMC 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



One of the key challenges for BSLAMC 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:

a) 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

b) Product Innovation - BSLAMC has been known to be a pioneer in terms of products and has a history of launching innovative, category defining products like Birla Cash plus, etc.

c) Research based approach - BSLAMC has one of the largest team of research analyst dedicated to tracking down the best companies to invest in

d) 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.




Key Challenges for the role are as follows:

a) Creating 'top-of-mind' recall for BSLAMC schemes from extensive bouquet of products available with distributor base

b) Constant updation of market information about distributors and knowledge of trends and information in very dynamic market conditions

c) Ensuring that all service related issues of investors are sorted out within a quick turnaround time


Key Result Areas

KRA (Accountabilities) (Max 1325 Characters) Supporting Actions (Max 1325 Characters)


KRA1 Retail Sales Execution o Drives ongoing sales from the defined relationships and contribute towards regions achievements

o Obtains and analyzes information from market to identify new clients, makes direct pitches, liaises with channel partners to increase sales

o Profiles distributors and caters to their requirements to ensure ongoing business from them


KRA2 Distributor Empanelment & Engagement o Conducts regular meetings and contact with the distributors


o Undertakes empanelment and activation of distributors


o Disseminates updates and other product related information in timely manner

o Organizes and executes trainings and engagements for partners


KRA3 Reporting and compliance o Ensures 100% compliance with internal reporting & audit systems

o Provides weekly reports, to Regional Heads and Channel Heads

o Updates sales portal with requisite information to facilitate information collation and analysis

o Undertakes installation of advertising and publicity materials for brand visibility


Minimum Experience Level


1 - 4 years


Job Qualifications


Post Graduate