When the British Tea Companies introduced tea for the first time in India, they used to put up stalls at public places and provide the hot beverage free of cost. The purpose was to acquaint Indians with the taste of tea and hence an elaborate attempt was made to ensure that every middle class Indian got the taste of tea free of cost.
To introduce a concept not widely popular is a huge challenge and the success of such a gamble depends on , apart from the quality of the product / services, the efforts taken to popularise & market the concept. Indian Financial markets are ripe for change . 34 per cent of our GDP gets saved & out of the savings, 55 per cent sits in bank deposits. Equity investment only constitutes 4 per cent of the savings with only 9 million depository accounts in a country with a population of 1 billion. Long term wealth generation can only happen through investments in equity either direct or indirect & hence the financial landscape has to change.
Reliance Money for the first time in the history of financial markets in India tried to take the Equity Investment culture beyond the metros and mini-metros of the country to the tehsils and talukas. To popularize Equity Investments, Reliance Money introduced a brokerage fee trading facility against payment of a very small amount of Rs. 500/- per year for a turnover of upto Rs5 lakh. Customer was provided access to a complete financial portal providing news, views, research and all market information on a 24 x 7 base with the facility to trade online in Equities and Commodities. Customer also was provided online access to Mutual Fund Investment and redemption. All these at a price which was in effect costing him less than Rs. 42 per month. This was affordable, accessible and safe/secured.
Huge efforts were made to educate the masses through investor awareness seminars across the length and breadth of the country. Customers were also provided facility of accessing the trading platform on their mobile handsets as the penetration of broadband is limited in the country.
Customers also have the option of online chat, call & trade, trade through franchisees across the country. Equity investment has been made really convenient & cost effective.
The potential of the financial services sector is huge and cost effective efficient services needs to be introduced to widen the customer base and realise the full potential of the Indian growth story.
