Mutual Fund (MF) houses are increasingly falling back on
their parent companies to sell their own products. This is, especially true in
the case of bank-sponsored fund houses or those funds that have sister
companies in the financial distribution space. And parents are happily
obliging.
As per the fund houses’ disclosures of commissions paid to
distributors, most bank-sponsored fund houses have paid a large chunk of their
commission to their parent bank or company. In other words, a significant chunk
of their inflows come through their parent company’s branch network.
For instance, roughly 66.50% of commissions that Axis Asset
Management Co. (AMC) Ltd paid to all major distributors in the fiscal year
2010-11 went to just one entity—Axis Bank Ltd, Axis AMC’s sponsor. Of the Rs.
96 crore worth of commission that SBI Funds Management Co. Ltd paid to its
major distributors, it paid Rs. 40.62 crore to State Bank of India and its
affiliates such as State Bank of Travancore and State Bank of Bikaner and
Jaipur.
Small wonder then that 11 of the top 20 distributors in the Rs.
6.4 trillion Indian MF industry are banks and they earned a total of Rs. 645.2
crore in the fiscal year 2010-11, as per data provided by the Association of
Mutual Funds of India (Amfi); the MF industry’s trade body. Combined with the
rest of the top 20 that also consists of national distributors, they earned a
total of Rs. 1,032.8 crore worth commissions.
The new rule
As per a circular that the capital market regulator,
Securities and Exchange Board of India (Sebi), issued on 22 August, fund houses
are mandated to disclose the commissions they pay to distributors once a year.
They will need to disclose this information on their website and Amfi will need
to disclose consolidated data on its own website.
Sebi rules say that fund houses must disclose commission of
all distributors who are present across at least 20 locations and/or has got
inflows in excess of Rs. 100 crore from their retail and high networth clients
and/or have received commissions of at least Rs. 1 crore per annum across the
MF industry and/or received commissions of at least Rs. 50 lakh from a single
fund house. A cursory glance across disclosures made by large fund houses
reveals that each of them had about 300 to 500 distributors in their fold that
satisfied at least one or more of Sebi’s criteria.
Strong parent network
Bank-sponsored fund houses are only too willing to fall back
on their parent bank’s branch network to get inflows. Both existing fund houses
as well as newly launched fund houses have consistently tapped an in-house
customer base. For instance, when Axis AMC launched its operations in 2009 with
its first equity scheme, Axis Equity Fund, it collected Rs. 909 crore during
its new fund offer period. Of this, Axis Bank mobilized around Rs. 700 crore or
75-80% of the amount. Out of 138,000 investors of Axis Equity Fund, 95,000 came
through the bank’s network.
“After the regulatory changes and market volatility of 2008
and 2009, more and more funds have moved towards their in-house distribution
channels to tap their captive investor database to be able to get the best bang
for their buck. Earlier, most of your distributors got money for us because
commissions were paid out of entry loads. But after Sebi abolished entry loads,
life became tough for the MF industry,” says Akshay Gupta, managing director,
Peerless Funds Management Co. Ltd. “It is very comforting having the support of
SBI’s 18,000-strong sales force and its elaborate branch network all over the
country,” said Deepak Kumar Chatterjee, managing director and chief executive
officer, SBI Funds Management Pvt. Ltd, in an interview earlier.
Though fund houses like Axis AMC appear to have a
disproportionately higher level of dependence on Axis Bank, it doesn’t bother
the fund house. “Yes, Axis Bank does get us a significant pie of our inflows
and it’s not a bad thing at all. But we do engage with all our distributors. As
our asset base grows larger, I am sure that while Axis’s contribution will
continue to be strong, other distributors’ share will also go up in our overall
pie positively,” says Karan Datta, national sales head, Axis AMC. Axis Bank’s
1,500 branches spread across 600 cities are available for Axis AMC.
It’s not just banks that push their own subsidiary fund
houses’ MF schemes. Large financial institutions that have their internal
distribution network also appear to be pushing their in-house fund houses. For
instance, of the Rs. 5.20 crore commission that L&T Asset Management Co.
Ltd paid to distributors in the last fiscal year, Rs. 1.77 crore (or 34% of the
total amount) went to two of its sister firms, L&T Capital Co. Ltd and
L&T Finance Co. Ltd. In their pecking order, these two firms got the
highest commission among all of L&T AMC’s distributors.
“In troubled times, we will depend on our in-house
distributors to sell our products; it’s logical. Retail inflows hasn’t just
dropped in India, they have declined globally. Therefore, a fund house’s
promoter will put immediate pressure on his own distribution force to sell
in-house products first,” says a chief executive officer of a fund house, who
did not want to be named.
After Sebi abolished entry loads in August 2009, fund houses
have found it tough to convince distributors to sell MF schemes. Volatile
markets ever since the global credit crisis that hit in 2008 haven’t helped
matters either. As per Amfi figures, the MF industry has seen a net outflow
(more money went out compared with what came in) of close to Rs. 18,680 crore
in equity funds between August 2009 and July 2011. Though since the entry loads
got abolished, the amount of new fund offers went down significantly.
Leaving the nest and flying away may not be, after all, the
best solution for the MF industry as more and more financial
institution-sponsored fund houses—armed with an in-house distribution sales
firm—aim to set shop.
Source: http://www.livemint.com/2011/11/17221422/Fund-houses-pay-fat-commission.html