Industry Sheet - Indian AMC Industry - As on 5 February 2021


Customer Segments

Customer Segments for Asset Management Industry in India can be divided on the basis of –
1. Investor Type – Retail, Corporate, Banks/Financial Institutions, FII/FPI and HNI.
2. Geography Wise – Top15 (T15) Cities and Below Top 15 (B15) cities
3. Income Level – On the basis of Average Income levels.

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Products & Services

AMC Industry offers Asset Management services in multiple categories of assets. The broad categories are-
1. Liquid Fund/ Money Market Fund/ Floater Fund
2. Debt Oriented Schemes
3. Equity Oriented Schemes
4. Balance Scheme
5. ETF

The products under each category can also be seen.

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Activities and Participants

Value Chain

Key Activities to be taken care of while operating in AMC –
1. Asset Management Framework – Sponsor, Mutual Fund, Custodian, Trustee Company
2. Regulatory Compliance
3. Scheme Portfolio Management
4. Fund Managers and Employee Management
5. Distribution -Direct and Distributor Network
6. Marketing and Branding Activities

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Industry Map

Key Players that companies in AMC industry have to deal with –
1. Fund Managers and Analytical Team
2. Distributors
3. Intermediaries and Stock Exchnage
6. Different Channels for Direct Distribution

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Industry Characteristics

Market Size

For AMC, market size is determined by Asset Under Management and the mix of AUM in different asset classes. As of Sep’20, QAAUM was Rs. 27,604 Bn.

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Market Stability

It is seen that there are no sudden overnight changes in the market share of major companies in the space. As a result, Asset Management is a relatively stable industry.

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Pricing Power

SEBI regulates the maximum Expense Ratio that a fund can incur. The table shows the maximum expense ratio that can be incurred. However, different companies have different pricing power about how much they pay as commissions to distributors.

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Competitive Life Cycle

AMC Industry is in Growth Stage. This is as the following characteristics can be witnessed –
1. Rapid increase in sales
2. Product Suite Improvements
3. Increase in Competition
4. Increase in Profits
5. Reduction in Price
6. Strengthening of Distribution Channel

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Disruptive Forces

AMC Industry currently faces a number of Innovative and Disruptive Forces at play-
1. New Asset Selection concepts such as Smallcase.
2. Rising Dominance of Dynamic Asset Allocation
3. ETF and Passive Investing gaining market
4. New Distribution Channels coming up and gaining traction. Rise of Fin-tech distributors.
5. Robo-Advisory

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AMC Industry in India is regulated by SEBI under SEBI(Mutual Funds) Regulations, 1996. All the rules, regulations and actions for AMCs are monitored by SEBI. To operate in the space, adequate license needs to be obtained from SEBI. SEBI operates with the purpose of safeguarding investor interests.

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Porter's Profit Forces

Supplier Power

Distributors and Employees are main suppliers. Each enjoy moderate bargaining power.

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Buyer Power

Moderate buyer power.

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Threat of Substitution

Moderate Threat of Substitution

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Threat of Entry

Low Threat from new entrants

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Competitive Rivalry within Industry

Moderate Threat of Competitive Rivalry. Companies do not compete on price.

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Financial Health of Companies in the Industry

ROE and DuPont Analysis

HDFC AMC – FY 20 ROE = 59% x 0.63 x x 1.07 = 31%

Nippon Life AMC – FY20 ROE = 35% x 0.41 x 1.11 = 19%

UTI AMC – FY20 ROE = 37% x 0.28 x 1.13 = 12%

AMC is a high margin, low asset turnover and negligible leverage industry.

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HDFC AMC – Revenue CAGR 5 years – 15.05%
Nippon Life AMC – Revenue CAGR 5 years – 14.02%
UTI AMC – Revenue 5 year CAGR – 6%

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Investment Needs

HDFC AMC – Low Re-investment needs and High Cash Flow Ability

UTI AMC – Low Re-investment needs and high FCF.

Nippon Life AMC – Low Re-investment needs and high FCF.

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Trends in the Industry

Major Trends in AMC industry in India are-
1. Impact of Demonetization – Catalyst for Financial Assets.
2. Continuous Rise in Participation through SIPs
3. Rise in Share of Financial Assets against physical assets.
4. Shift from Distributor to Direct Channel
5. ESG Funds starting to enter market.
6. Passive Funds and ETFs gaining market share
7. Rise of Individual Investors in AUM.
8. Bank backed AMCs gaining AUM.

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Industry Specific Risks

Major Risks for the Industry are-
1. Disruptive Tools to invest in the market
2. Consolidation of Demand via platforms
3. Operational and Performance Risks
4. Regulatory Risks.

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Growth Factors

Major Growth Factors for AMC Industry are as follows-
1. Shift from Physical Assets to Financial Assets
2. Increased Distribution and Information through Digitalization
3. Increasing Financial Planning
4. Decline in Fixed Deposit Rates
5. Increase in Institutional Segment

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Variables For Success in Industry

Variables for Success in the Industry –
1. Unique Number of Investors
2. Average Amount from Each Investor
3.Distribution Reach and Channels
4. Consistent Performance
5. Brand Recognition

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Additional Notes

Evolution of Industry

Evolution of AMC in India can be divided in multiple stages –
1. 1963-1987 – The Initial Years (Introduction of Mutual Funds in India with UTI)
2. 1987-1993 – Entry of Public Sector Banks in the space
3. 1993-2003 – Formal Regulation and Entry of Private Players
4. 2003-present – Development of Regulatory landscape and growth of sector

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