Aditya Birla PMS / Birla Sun Life PMS – Review, Strategies, Returns, Charges & more

Aditya Birla Portfolio Management Services also known as Birla Sun Life PMS is considered as 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) –

PMS Offer

Aditya Birla PMS / Birla Sun Life PMS – Customer Ratings & Review

Aditya Birla PMS / Birla Sun Life PMS Ratings
Returns Performance4.2 / 5
Services3.7 / 5
Charges3.4 / 5
Experience4.2 / 5
Strategies4.2 / 5
Client Support4.1 / 5
Overall Ratings4.0 / 5
Star Ratings★★★★★


Overview of Aditya Birla PMS / Birla Sun Life Portfolio Management Services

The table given below is showing the entire details about Aditya Birla PMS-


Company TypePublic
Registered LocationMumbai, Maharashtra
LeadershipAjay Shrinivasan
Year of Establishment1994

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.

Aditya Birla PMS

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, hybrid and monthly income funds. Portfolio management service is a part of Aditya Birla Sun Life AMC limited.

The PMS of Aditya Birla is actually customized for high net-worth individuals in order 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 research-based strategy, the PM will assist you in investing strong and healthy businesses with good records and trading at best prices.

Specifically, High net-worth individuals are becoming specialists and expertise 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 a 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
Highest Qualification
AUM (in Cr.)Approx 22,200 Cr.
Number of Clients350+
Investment TenureMinimum 3 yr.

Aditya Birla PMS Group has various Fund Managers but Mr Balasubramanian is the most copious and prolific one. Mr Bala is the CEO of the broking house, working since 1994. He is holding 26 years of experience in the Mutual Fund Sector as a PM (portfolio manager) both in Equity and Fixed Income.

The fund managers of Aditya Birla PMS holds AUM of around 22,200 Cr and handles 350+ PMS clients. For any specific client, the stock-broking company offers a minimum investment tenure of 3 years.

Know Fund Managers of Other Portfolio Management Service Companies

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Angel Broking PMSAxis PMSDHFL Pramerica PMSEdelweiss 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-

Large Cap StrategyYes
Diversified StrategyYes
Small – Midcap StrategyYes

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 are as follows-

Aditya Birla Core Equity Portfolio ( earlier known as Value Portfolio)

The CEP (Core Equity Portfolio) strategy has focused on large alpha creation through doing investment in businesses of high quality that assure consistent returns and growth. The main priority is to make strong research in stock selection and invest money in selected 25 to 30 stocks in order to create a healthy source too long term returns.

Aditya Birla Customized Debt Portfolio

Customized Debt Portfolio is the best service for the clients who want to get glit-edge returns from liquid investment portfolio which consists of fixed income securities.

Interest rate movement, macroeconomic environment, yield curve gradient, credit spreads and the rate trajectory are considered as the key factors for decision making. The liquidity, as well as the portfolio quality both, are must for creating an effective portfolio.

Aditya Birla Select Sector Portfolio ( earlier known as India Reforms Portfolio)

Select sector portfolio strategy basically provides clients with a golden opportunity to make an investment in a high-quality business or in the businesses consistently generating a good rate of interest (ROI) while practicing on a specific value investing ideology.

This strategy assists in generating long term wealth by providing safety with optimal returns to the investors.

Aditya Birla PMS or Birla Sun Life PMS – Returns / Performance

The table given below shows a focus on Aditya Birla Portfolio Management Service Returns-

Returns (CAGR)
3 Year11%
5 Year10%
7 Year14%
10 Year21%
11 Year Plus27%

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 Aditya Birla PMS returns for 3-year approximation is around 11 per cent, for 5 years is 10 per cent, for 7 years is 14 per cent, for 10 years is 21 per cent and for 11 years plus is around 27%.

The healthy performance and exciting rate of returns together makes the Aditya Birla PMS the best broking Company across the country.

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Aditya Birla PMS / Birla Sun Life PMS Investment Plans

The below-given table shows the investment slabs of Aditya Birla PMS-

Investment Plans
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 individual Portfolio Management Service industry has the minimum investment needed for PMS is Rs. 25 Lacs.

The investment slabs of Aditya Birla ranges from Rs. 25 lakh to Rs. 5Cr. The Broking house investment plans include- Bronze investment plan ranges from Rs. 25 lakh to Rs. 50 lakh, Silver investment plan ranges between Rs 50 lakh to 1 Cr., Gold investment plan starts from Rs. 1 Cr to 5 Cr and the last platinum investment plan is applicable for the 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 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 fees structure of Aditya Birla PMS.

Commission / Fees Structure
Prepaid CommissionYes
Volume% CommissionYes
Profit Sharing% CommissionYes

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 is 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 – 50L1.6% of Investment
Investment  – 50L – 1 Cr.1.5% of Investment
Investment – 1 Cr. – 5 Cr.1.4% of Investment
Investment – 5 Cr. Plus1.3% of Investment

If you are making an investment amount of Rs 25 lac to Rs. 50 lac than the prepaid commission is 1.6% of the total investment. And with an investment rate of Rs. 50 lac to Rs. 1 Cr. than the commission charge will be 1.5% of the investment.

And if you are investing more than Rs. 1 Crore to Rs. 5 Crore than 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 totally 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 fees structure actually leads to higher commission charges.

In this volume % commission structure, the commission charges entirely depend on the situation of market and fund manager’s loyalty.

Volume% Commission (Yearly)
Transaction Volume – 25L – 50L0.17% of Total Transaction Volume
Transaction Volume – 50L – 1 Cr.0.16% of Total Transaction Volume
Transaction Volume – 1 Cr. – 5 Cr.0.15% of Total Transaction Volume
Transaction Volume – 5 Cr. Plus0.14% of 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 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 transaction amount will be the less commission you need to pay, for instance- if you make transaction amount of Rs. 1 Cr. to Rs. 5 Cr., commission charge you require to pay will be 0.15% of 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 total transaction volume.

The management fees are normally charged on a yearly basis. Investors can opt for any transaction volumes 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 totally 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 – 5L33% of Profit
Profit Amount – 5L – 10L28% of Profit
Profit Amount – 10L – 50L25% of Profit
Profit Amount – 50L Plus22% of Profit

If the particular client holds a portfolio with financial gain ranging from Rs. 2.5 lakh – Rs. 5 lakh, the profit sharing percentage will be 33 per cent. If the profit amount ranging from Rs. 5 lakh to Rs. 10 lakh then the profit sharing is 28 per cent.

For a bit big profit value like Rs. 10 lakh to Rs. 50 lakh, 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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Aditya Birla PMS / Birla Sun Life PMS Charges

In below-given table, all the Aditya Birla Portfolio Management Charges are provided in detail-

Management FeesAs per commission model
Upfront Fees1.2% – 2.2% of Asset Value
Brokerage Charges0.01% – 0.06% of Total Transaction Value
Custodian Charges0.25% – 0.45% of Asset Value
Depository Charges0.21% – 0.31% of Asset Value
Exit Load – within 12 months1.2% – 2.2% of Withdrawal Value
Exit Load – post 12 monthsFree

Here is the quick list of some charges which are actually levied by Aditya Birla Portfolio Management Service ( ABPMS) are as follows-

Aditya Birla PMS Management Fees – Aditya Birla PMS Management Fees is normally charged according to the commission model discussed between the PMS team and 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 is between 0.25% to 0.45% of total asset value.

Birla Sun Life PMS Depository Charges – Aditya Birla PMS charge depository fees which range from 0.21% to 0.32% of total asset value.

Aditya Birla PMS Exit Load Charges – If the withdrawal of client takes place within 12 months of portfolio creation the charge will be around 1.2% to 2.2% of 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 benefits of Aditya Birla PMS Benefits-

Benefits / Advantages
Top-up FacilityYes
Back office ReportsYes
Email UpdateYes
SMS UpdateYes
Watsapp UpdateNo
Portfolio ViewYes
Detailed ViewYes
Flexible Commission ModelYes
Flexible Investment PlansYes
Massive ExperienceYes

Here is the complete list of Aditya Birla Portfolio Management Service Benefits are 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 on the basis of 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-

Customer Care
Call SupportYes
Email SupportYes
Chat SupportNo
Watsapp SupportYes
Relationship Manager SupportYes
Call to Fund ManagerYes – 2 to 5 Times a month
Issue Resolving TAT9 working days

Aditya Birla Client Support offers good and flexible support to its customers including- direct calling service in order to resolve any type of queries quickly. The PMS industry is also good at providing Whatsapp and Email service to its customers.

However, a client with a high net worth portfolio can directly contact their fund manager 1-7 times in a month and clients with low net worth can call their fund manager for support 2-3 times in a month.

Aditya Birla PMS also offers Relationship Manager Support for the existing and registered clients.

The issue resolving 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 with a wide range of schemes which has 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 with any PMS industry then opting for Aditya Birla PMS is a very good and convenient option.

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2 thoughts on “Aditya Birla PMS / Birla Sun Life PMS – Review, Strategies, Returns, Charges & more

  • June 14, 2019 at 23:14

    The ABSL PMS is under performing since two years and upon asking the team is playing kho- kho games as such the managers are experimenting and learning by wasting and ruining investors wealtj

  • December 10, 2019 at 08:34

    Please don’t put your hard earned money at Birla, you will not get anything, but Birla will get 1lac per anum as expense charges. I had invested there from 2016, Annual return is 3.67 VS nifty 14.67. Just came out from them.


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