Aditya Birla PMS / Birla Sun Life PMS – Review, Strategies, Returns, Charges & moreLast Updated Date: Mar 25, 2023
Aditya Birla Portfolio Management Services also known as Birla Sun Life PMS is considered the top-notch PMS service across the nation. In this write-up, we will discuss the detailed assessment of the Aditya Birla PMS including its strategies, yearly returns, commission models etc.
Let’s have a look at the detailed assessment of Birla Sunlife Portfolio Management Services (PMS) –
Aditya Birla PMS / Birla Sun Life PMS – Ratings & Review by Top10StockBroker
|Aditya Birla PMS / Birla Sun Life PMS Ratings|
|Returns Performance||4.2 / 5|
|Services||3.7 / 5|
|Charges||3.4 / 5|
|Experience||4.2 / 5|
|Strategies||4.2 / 5|
|Client Support||4.1 / 5|
|Overall Ratings||4.0 / 5|
Overview of Aditya Birla PMS / Birla Sun Life Portfolio Management Services
The table given below is showing the entire details about Aditya Birla PMS-
|Registered Location||Mumbai, Maharashtra|
|Year of Establishment||1994|
Aditya Birla is the most prominent stockbroker available across the nation. It was previously referred to as Birla Sun Life AMC Ltd, established in the year 1994 in India. It is a joint enterprise between the Aditya Birla AMC of India and Sun Life Financial Inc of Canada.
The Aditya Birla Group is located in Mumbai, Maharashtra and registered under SEBI (Security and Exchange Board of India). It mainly offers services regarding investment management.
The Aditya Birla includes- offshore funds, fund of fund schemes, debt and treasury products, and hybrid and monthly income funds. Portfolio management service is a part of Aditya Birla Sun Life AMC limited.
The PMS of Aditya Birla is customized for high net-worth individuals to provide tailor-made investment solutions to them. The Aditya Birla portfolio management service provides complete assistance for managing wealth.
After completely understanding your requirements, the portfolio manager will provide you with an optimal portfolio for meeting financial goals. With a research-based strategy, the PM will assist you in investing in strong and healthy businesses with good records and trading at the best prices.
Specifically, High net-worth individuals are becoming specialists and experts in portfolio management services (PMS) for managing their net value.
Now, we will look after the Aditya Birla Portfolio Management Service review, charges, returns and more.
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Types of Aditya Birla PMS / Birla Sun Life PMS
|Types of PMS|
Aditya Birla stock broking company is good at offering both discretionary and non-discretionary PMS to its huge base of Corporate Investors (CI) and High Net-Worth Individuals (HNI).
- The Discretionary PMS offerings include Aditya Birla Management Core & Satellite. It is a leading scheme, which normally aspires to provide privilege from the secular earning growth and irrational special situations driven opportunities as well.
- The Non-Discretionary scheme is designed to suit the Risk-Return profile of individual investors. It is while investing in secular growth companies with competitive advantages.
Aditya Birla PMS / Birla Sun Life PMS Fund Managers Details
Look at the table given below to know the details of Aditya Birla PMS Fund Manager –
|Fund Manager’s Details|
|AUM (in Cr.)||Approx 22,200 Cr.|
|Number of Clients||350+|
|Investment Tenure||Minimum 4 yr.|
The fund managers of Aditya Birla PMS hold an AUM of around 22,200 Cr and handle 350+ PMS clients. For any specific client, the stock-broking company offers a minimum investment tenure of 3 years.
Natasha Lulla (Portfolio Manager)
Educational Qualifications of Ms Natasha records to Master in Business Administration in Finance and Marketing from Management Development Institute, Gurgaon, and graduation, it is Economics from Lady Shri Ram College, New Delhi.
As for the work records, she holds a combined experience of 10 years in equity research and fund management. She was previously associated with Goldman Sachs and was responsible for Portfolio Strategy for ASEAN regions.
Vishal Gajwani (Portfolio Manager)
Before working with Aditya Birla, Mr Vishal was associated with Reliance PMS and has gathered an extensive experience of 12 years. The experience he earned is gathered from across the domains of extensive sector research, equity research and portfolio management.
He is the proud owner of several medals and appreciations, alongside the Chancellor’s Gold Medal. Speaking of educational stature, he holds CFA Charter from CFA Institute (USA).
Know Fund Managers of Other Portfolio Management Service Companies
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|IIFL PMS||Motilal Oswal PMS||Porinju Veliyath PMS||Kotak PMS|
|Angel Broking PMS||Axis PMS||DHFL Pramerica PMS||Edelweiss PMS|
Aditya Birla PMS / Birla Sun Life PMS Strategies
The below-given table is providing details about the Aditya Birla PMS (portfolio management services) Strategies-
|Aditya Birla Sun Life AMC – CEP||MULTI CAP|
|Aditya Birla Sun Life AMC – Innovation||MULTI CAP|
|Aditya Birla Sun Life AMC – ISOP||MULTI CAP|
|Aditya Birla Sun Life AMC – SSP||SMALL & MIDCAP|
|Aditya Birla Sun Life AMC – Top 200||LARGE-CAP|
According to the above-given table, Aditya Birla PMS offers various types of strategies. The company works more on Large Cap Strategy, Diversified Strategy and Small Mid-Cap Strategy. All such kinds of financial investment strategies are ready with them.
Here is the list of some strategies greatly used by Aditya Birla PMS as follows-
Aditya Birla Innovation
This strategy is oriented to provide long-term wealth creating in respect with minimal volatility. As per the strategy’s viewpoint, companies which are focused on innovation via new lines of products and processes are chosen.
Benchmark weights are taken into consideration while selecting stocks and industries. A major proportion of investment, i.e. 50% to 75% of the portfolio comprises innovation framework and secular growth-driven companies.
Businesses which have an attractive profile of ROE, cash flow and healthy growth are the target here, and collectively, a diversified multi-cap portfolio with 15-25 companies is created. Bottom-up and fundamental research are deployed to identify high-quality companies with above-average growth, for investment.
Aditya Birla Top 200 core equity portfolio
As the name states, investment is done in large-cap companies, which have a market cap range of BSE 200. Such companies are the centre stone for the growth of our economy. So, via this strategy, such companies are identified and investment is made in them, to benefit from their growth, being a part of them.
The holding period of this strategy ranges from medium to long term. Value investing is chosen by the company here, which together creates the highest value. The portfolio consists of nearly 25-30 quality companies.
Aditya Birla India special opportunities
Businesses that are the centre of the sphere in terms of catalysts and secular growth are of significance here. So, the stock having catalysts that would enhance its value in the next two or three years is the priority.
Companies which are set to benefit from catalysts such as Micro Turnaround, Change in the business cycle, management change, deleveraging, demerger, mid to large-cap potential, and secular growth are taken into consideration.
Together, a multi-cap portfolio is structured, which consists of approximately 15-25 stocks. Companies are studied based on their strong balance sheets, good capital allocation track records and massive returns on capital.
Aditya Birla CEP
Arena chosen for investment is multitap and the companies which are chosen account for almost 25 to 30 stocks. The pillars or the foundation, which results as the base of the strategy are long-term sustainable growth and value-creating businesses. In total, there are four pillars.
Fundamental research and value investing approach are deployed in this strategy of investment, which further leads to the generation of alpha.
Aditya Birla SSP
The quantity of this portfolio accounts for 20-25 stocks. 4 to 6 sectors are of prime focus here, on which 80% of the portfolio is constructed. 4 pillars of investment are chosen here. Sustainable growth in particular industries and companies which create value is highly considered.
Using deploying quantitative screeners, the stocks are picked for investment, while fundamental research and value investment approach are the bases.
Aditya Birla India Consumption
Herein, superior stocks are chosen for investment, which contain the potential of beating the benchmark BSE 200. This strategy strives to create one of a kind portfolio which is inclined towards direct and in-direct consumption. The aim is to be a part of the consumption growth stories in the country.
Aditya Birla Core and Satellite
On the contrary, this particular investment is directed towards beating the benchmark CNX100, by ways of selecting superior stocks and tactical positioning.
As we witness a challenging equity investment environment, this strategy in particular has plans to navigate through the noise, and find means of future growth, and the companies revolving around the same.
It is a dual approach strategy, where the core aspect is a focus on the secular earning growth story. On the other hand, the satellite is focused on benefitting from irrational market behaviours and special situation-driven opportunities.
Aditya Birla PMS or Birla Sun Life PMS – Returns / Performance
The table given below shows a focus on Aditya Birla Portfolio Management Service Returns-
|Strategy||Aditya Birla Sun Life AMC – CEP||Aditya Birla Sun Life AMC – Innovation||Aditya Birla Sun Life AMC – ISOP||Aditya Birla Sun Life AMC – SSP||Aditya Birla Sun Life AMC – Top 200|
|Category||MULTI CAP||MULTI CAP||MULTI CAP||SMALL & MIDCAP||LARGE-CAP|
|Inception Year||Aug 2007||Apr 2018||Jun 2018||Aug 2009||May 2015|
The Aditya Birla PMS (portfolio management service) return is excellent. The stockbroking company is highly capable of beating around 10 years in MFR (Mutual Fund Returns).
The healthy performance and exciting rate of returns together make Aditya Birla PMS the best broking Company across the country.
Know the Returns of other PMS Brands
|Asit C Mehta Investment PMS||Indianivesh PMS||Sundaram PMS||SBI Funds PMS|
|HDFC PMS||IDFC PMS||Karvy PMS||Credent Asset PMS|
|Pelican PMS||Centrum PMS||LIC PMS|
Aditya Birla PMS / Birla Sun Life PMS Investment Plans
The below-given table shows the investment slabs of Aditya Birla PMS-
|Bronze (25L – 50L)||Yes|
|Silver (50L – 1 Cr.)||Yes|
|Gold (1 Cr. – 5 Cr.)||Yes|
|Platinum (5 Cr. Plus)||Yes|
The table is giving a good understanding of the investment plans of Aditya Birla Portfolio Management Services. All these investment plans are available to their clients. Each Portfolio Management Service industry has the minimum investment needed for PMS is Rs. 25 Lacs.
The investment slabs of Aditya Birla range from Rs. 25 lakhs to Rs. 5Cr. The Broking house investment plans include- a Bronze investment plan ranging from Rs. 25 lakhs to Rs. 50 lakhs, the Silver investment plan ranges between Rs 50 lakh to 1 Cr., the Gold investment plan starts from Rs. 1 Cr to 5 Cr and the last platinum investment plan is applicable for clients who can invest more than Rs. 5 Cr.
Therefore, the Aditya Birla PMS offers all types of investment slabs with different commission ranges. The broking company clients can select the investment plans as per their requirements. The high investment plans they opt for the elite services they get.
Aditya Birla PMS / Birla Sun Life PMS Fee Structure or Commission Slabs
The table given below is showing the details about the fee structure of Aditya Birla PMS.
|Commission / Fees Structure|
|Profit Sharing% Commission||Yes|
Aditya Birla Portfolio Management Service (ABPMS) is classified into 3 different groups-
Aditya Birla PMS / Birla Sun Life PMS Prepaid Commission
In this particular case, before the real tenure begins the commission and management fees are remunerated in advance. However, it is a prepaid commission model, so the commission charge is lower as compared to other models.
Aditya Birla PMS’s prepaid commission model is relatively dependent on investment value.
|Prepaid Commission (Yearly)|
|Investment – 25L – 50L||1.6% of Investment|
|Investment – 50L – 1 Cr.||1.5% of Investment|
|Investment – 1 Cr. – 5 Cr.||1.4% of Investment|
|Investment – 5 Cr. Plus||1.3% of Investment|
If you are making an investment amount of Rs 25 lac to Rs. 50 lac and the prepaid commission is 1.6% of the total investment. And with an investment rate of Rs. 50 lac to Rs. 1 Cr. then the commission charge will be 1.5% of the investment.
And if you are investing more than Rs. 1 Crore to Rs. 5 Crore then the commission rate will go down to 1.4% of the investment. And over Rs 5 Crore investment the commission charge will be 1.3% of the investment.
Aditya Birla PMS / Birla Sun Life PMS Volume% Commission
This kind of fees structures is dependent on the number of transactions made by the FM ( fund manager). It is also dependent on the market and some other investment facets as well. This type of commission and fee structure leads to higher commission charges.
In this volume % commission structure, the commission charges entirely depend on the situation of the market and the fund manager’s loyalty.
|Volume% Commission (Yearly)|
|Transaction Volume – 25L – 50L||0.17% of the Total Transaction Volume|
|Transaction Volume – 50L – 1 Cr.||0.16% of the Total Transaction Volume|
|Transaction Volume – 1 Cr. – 5 Cr.||0.15% of the Total Transaction Volume|
|Transaction Volume – 5 Cr. Plus||0.14% of the Total Transaction Volume|
In case, the transaction volume on yearly basis is between Rs. 25 Lakh – Rs. 50 Lakh then the management fees will be 0.17% of the whole transaction volume. If the total transaction volume is from Rs. 50 Lakh – Rs. 1 Cr, the management charge will be 0.16% of the transaction value.
Moreover, the higher the transaction amount will be the less commission you need to pay, for instance- if you make a transaction amount of Rs. 1 Cr. to Rs. 5 Cr., the commission charge you require to pay will be 0.15% of the total transaction volume. And if the transaction amount goes up to Rs. 5 Cr. or more than Rs. 5 Cr. the management charge is 0.14% of the total transaction volume.
The management fees are normally charged every year. Investors can opt for any transaction volume scheme for healthy returns.
Aditya Birla PMS / Birla Sun Life PMS Profit Sharing% Commission
The profit sharing % module is highly convenient for all the investors because the management charges are to be paid only when the financial gain is realized. This module offers a very high-profit percentage and low risk as well.
The profit % sharing module is greatly beneficial as it is dependent on portfolio performance. Normally, this model is offered to old clients or clients with big portfolios.
|Profit Sharing% Commission (Yearly)|
|Profit Amount – 2.5L – 5L||33% of the Profit|
|Profit Amount – 5L – 10L||28% of the Profit|
|Profit Amount – 10L – 50L||25% of Profit|
|Profit Amount – 50L Plus||22% of the Profit|
If the particular client holds a portfolio with financial gain ranging from Rs. 2.5 lakhs – Rs. 5 lakhs, the profit sharing percentage will be 33 per cent. If the profit amount ranges from Rs. 5 lakhs to Rs. 10 lakhs then the profit sharing is 28 per cent.
For a bit big profit value like Rs. 10 lakhs to Rs. 50 lakhs, the profit sharing will be 25% of the profit amount and the profit amount of more than Rs. 50 lakhs then the profit will be 22 per cent of the total profit amount.
The above-mentioned commission modules are described by keeping in mind the entire requirements of clients or investors. Apart from commission fees or management fees, Aditya Birla PMS group levy various other charges including- brokerage charges, custodian charges, upfront fees, depository charges and exit load as well. These charges will be discussed in the below-given table.
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|Alfaccurate Advisors PMS||Marcellus PMS||Emkay Investment PMS||Invesco PMS|
Aditya Birla PMS / Birla Sun Life PMS Charges
In the below-given table, all the Aditya Birla Portfolio Management Charges are provided in detail-
|Management Fees||As per the commission model|
|Upfront Fees||1.2% – 2.2% of Asset Value|
|Brokerage Charges||0.01% – 0.06% of Total Transaction Value|
|Custodian Charges||0.25% – 0.45% of Asset Value|
|Depository Charges||0.21% – 0.31% of Asset Value|
|Exit Load – within 12 months||1.2% – 2.2% of Withdrawal Value|
|Exit Load – post 12 months||Free|
Here is a quick list of some charges which are levied by Aditya Birla Portfolio Management Service ( ABPMS) are as follows-
Aditya Birla PMS Management Fees – Aditya Birla PMS Management Fees are normally charged according to the commission model discussed between the PMS team and the client.
Birla Sun Life PMS Upfront Fees – The upfront fees are completely like any prepaid amount or value. It ranges from 1.2 per cent to 2.2 per cent of asset value.
Aditya Birla PMS Brokerage Charges- Aditya Birla PMS brokerage charges are also levied according to the transactions made through Fund Manager. The charges are mainly levied between 0.01% to 0.06% of the total transaction amount.
Aditya Birla PMS Custodian Charges – The Custodian fees charged by the PMS house are between 0.25% to 0.45% of total asset value.
Birla Sun Life PMS Depository Charges – Aditya Birla PMS charges depository fees which range from 0.21% to 0.32% of total asset value.
Aditya Birla PMS Exit Load Charges – If the withdrawal of the client takes place within 12 months of portfolio creation the charge will be around 1.2% to 2.2% of the total withdrawal value. If the amount withdrawn is done after 12 months then withdrawal is free.
Aditya Birla PMS / Birla Sun Life PMS Benefits
For better understanding, find out the table consisting of benefits of Aditya Birla PMS Benefits-
|Benefits / Advantages|
|Back office Reports||Yes|
|Flexible Commission Model||Yes|
|Flexible Investment Plans||Yes|
Here is the complete list of Aditya Birla Portfolio Management Service Benefits as follows-
- The Aditya Birla PMS company offers good top-up a facility to its clients.
- Aditya Birla PMS industry provides back support to all the existing clients so that they can see the detailed report of their portfolio and all the investments as well.
- The PMS industry is also good at offering SMS and Email update facility to the client for all the transactions happening in the account of the beholder.
- Aditya Birla PMS industry also provides to its existing clients or investors such as it offers versatile investment slabs based on clients’ requirements.
- The company also possess massive experience in PMS.
Aditya Birla PMS / Birla Sun Life PMS Customer Care
The below-mentioned table is providing entire details about Aditya Birla PMS Customer Care-
|Relationship Manager Support||Yes|
|Call to Fund Manager||Yes – 2 to 5 Times a month|
|Issue Resolving TAT||9 working days|
Aditya Birla Client Support offers good and flexible support to its customers including- direct calling service to resolve any type of queries quickly. The PMS industry is also good at providing Whatsapp and Email services to its customers.
However, a client with a high net worth portfolio can directly contact their fund manager 1-7 times a month and clients with low net worth can call their fund manager for support 2-3 times a month.
Aditya Birla PMS also offers Relationship Manager Support for existing and registered clients.
The issue resolving the TAT service of Aditya Birla PMS team is applicable for 9 working days.
Aditya Birla PMS / Birla Sun Life PMS Conclusion
Aditya Birla PMS investment company is the top-notch company available across the nation. They are committed to a wide range of schemes which have given excellent results to their existing clients.
The versatile investment slabs and commission modules of Aditya Birla PMS, provide convenience to their customers. Also, the support system and services are well-structured and useful as well.
If you are looking forward to starting investing in any PMS industry then opting for Aditya Birla PMS is a very good and convenient option.
Aditya Birla PMS FAQs
Check out various FAQs related to Aditya Birla PMS:
How can I invest with Aditya Birla PMS?
When investing in Aditya Birla PMS, the method is incredibly quick and hassle-free. You will find a fill-up form for Invest In Aditya Birla brokerage PMS when you visit our website. To select a critical service, complete the mandatory details, such as your name, mobile number, and city, and then click the Submit button. In this way, it will take you to the further stages of investment.
Who is the current fund manager of Aditya Birla PMS?
Natasha Lulla maintains job records and 9 years of cumulative experience in equity analysis and fund management. She was formerly affiliated with Goldman Sachs and was responsible for the ASEAN Area Portfolio Strategy. Mr Vishal was affiliated with Reliance PMS before working with Aditya Birla and acquired 11 years of comprehensive experience. In addition to the Chancellor’s Gold Star, he is the proud owner of several awards and accolades. He keeps the CFA in terms of educational stature.
What is the approx AUM of Aditya Birla PMS?
The Aditya Birla PMS fund managers hold an AUM of about 22,200 Cr and handle more than 350 PMS customers. The stock-broking firm offers a minimum investment term of 3 years for every single customer.
Where can I check the return or performance of Aditya Birla PMS?
You need to refer to this article for the same where; we supply you with different heads. The data is designed and provided in a very systematic manner under appropriate topics. This is why all the data is available here.
What are the different strategies used by Aditya Birla PMS?
There are different kinds of strategies provided by Aditya Birla PMS. You are bound to find a large-cap strategy and several multiple-cap strategies. The large-cap provided by the company is the Top 200 Core Equity Portfolio, which is driven by a strong investment philosophy.
Where to find the fee structure and commission rate of Aditya Birla PMS?
Within the report, you can find all the details needed regarding the fee structure and the commission rate. You only need to find the area in which it is positioned and the head. For the convenience of the customers, all the information is normally placed in a tabular way.
How to call or reach Aditya Birla PMS customer care?
Customer service support is provided by Aditya Birla PMS. In the report, you have a section that provides you with information about what kinds of customer support services are available and the number of methods of using these services. First, a map of the services available is given, followed by specific steps for the services.
What are the benefits of investing with Aditya Birla PMS?
Aditya Birla’s PMS is designed for high-net-worth individuals to provide them with tailored investment strategies. Full assistance for managing wealth is offered by the Aditya Birla portfolio management service. The fund manager will provide you with an appropriate portfolio to achieve financial targets after thoroughly knowing your requirements. The PM will help you invest in strong and stable companies with good records and truth through a research-based approach.
What are the different charges involved with Aditya Birla PMS?
Aditya Birla PMS Management Fees-Aditya Birla PMS Management Fees are usually paid according to the PMS team and customer commission model discussed. Upfront fees, Brokerage Charges, Custodian Charges, and Depository Fees are some of the charges, while there is also a withdrawal fee and exit load fee.
Where can I find all the details about Aditya Birla PMS?
You can find all the details about Aditya Birla PMS in our article. We understand the importance of being well-informed since; one needs to understand all the strategies. Therefore this article is made to solve all the queries regarding the investment one has to make. All piece of information is presented in detail within the article.
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