The incumbent is responsible at the Pan-India level for executing a comprehensive strategy for the Direct HNI (DHNI) vertical. The role focuses on enhancing Sales Productivity and generating measurable Business Impact through rigorous monitoring, performance reviews, and data-driven decision-making. Key areas of ownership include driving Vymo platform adoption and process enhancements; leveraging Data & Analytics for sales opportunity generation; implementing Investor Engagement events; launching & managing the Net Promoter Score (NPS) framework; and ensuring robust stakeholder management across functions. The role demands a proactive approach to continuously identifying and implementing new business initiatives.
- Job Context & Major Challenges:
Organization Context
Established in 1994, Aditya Birla Sunlife Asset Management Company, (ABSLAMC) is a joint venture between Aditya Birla Group and Sunlife Financial Inc., a leading international financial services company in Canada.
ABSLAMC is a fund manager for Aditya Birla Sunlife Mutual Funds and currently ranks as the sixth largest fund Management houses in India with a total Average AUM base of over INR 4 Lakh 40 thousand Crores (as of May 2026). Out of the 42 fund houses in the country, ABSLAMC ranked 1st in Fixed Income AUM and 5th in Equity AUM category respectively. As of December 2015, the Average AUM market Share of the organisation was approx 10.2%. The company grew its investor client base by 20% to about 2.42Mn from 2.01Mn from the previous year, thereby securing second position in this category.
Distribution Network: ABSLAMC has a footprint in 150 locations across the country with approx 45,000 IFAs, 190 National Distributors & 85 banking partnerships. ABSLAMC also has its offshore presence through its rep offices in Singapore, Dubai & Mauritius. The employees strength of ABSLAMC is approx. 1000 employees (Onrolls and Associates as of Dec 2015). ABSLAMC has a customer base of approx. over 2.5 million customers as of Dec 2015 with total gross sales of approx. 8.8 lac Crores
ABSLAMC offers investors a range of comprehensive investment options, which include diversified and sector specific equity schemes, hybrid funds and a wide range of debt and treasury products. Its offerings also include Portfolio advisory services for High-Net-worth individuals as well as offshore funds for Non-Resident Indians. There are approx. 176 schemes managed by the organization as of Dec 2015. The Company follows a long – term, fundamental research-based approach to investment and thrives to provide a transparent and ethical services to its investors.
One Of The Key Challenges For ABSLAMC Has Been To Maintain a Balance Between Moving With Dynamic And Constantly Changing Regulatory Norms Of The Country And Maintaining Growth And Profitability In The Extremely Competitive Market. And Some Of Key Strengths Of The Organization That Have Helped It To Sustain And Grow Are
- Focus on Technology – The organization has been in the forefront in implementing technological innovation to foster innovation and also to improve efficiency for its stakeholders, whether it is employees, clients or distributors
- Product Innovation – ABSLAMC has been known to be a pioneer in terms of products and has a history of launching innovative, category defining products like Aditya Birla Cash plus, etc.
- Research based approach – ABSLAMC has one of the largest team of research analyst dedicated to tracking down the best companies to invest in
- Strong Distributor Delivery Mechanism – The Company has developed a 4 -pronged sales/delivery mechanism to ensure maximum reach and penetration to the end customers. This mechanism includes Company's direct Channels (branches/online), Independent Financial Advisors (IFAs), National Distributors (ND) and Banks.
- Regulator Interface – ABSLAMC plays a key role in the Association of Mutual Funds in India (AMFI) with quite a few members of the top management being a part of the AMFI Board. It has hence ensured that it can discuss any new Industry development from a regulatory perspective at the initial stages with the Regulator as well as the Industry Association
- People Management – ABSLAMC believes in continuously measuring the perception of its people using a 4-S approach, namely Satisfaction, Say, Stay and Strive, which has enabled it to garner a workforce committed and aligned to the overall business success.
Key Challenges for the role as follows
- Assist in positioning ABSLAMC's DHNI channel products as superior offerings in a highly competitive marketplace with numerous established and emerging players.
- Driving a mindset shift among investors to increase allocation towards Equity, Passive, Debt, Alternate, and ABC product categories
- Ensuring robust, on-time execution of all strategic initiatives with seamless cross-functional collaboration
- Executing a Pan-India level strategy that balances vertical-specific requirements with overarching national business objectives
- Sustaining continuous knowledge enhancement for self and team, given the high financial literacy of the HNI client segment
- Managing complex HNI business requirements with proactive relationship management and customised solution delivery, while always maintaining full regulatory compliance
- Maintaining compliant Pan-India operations consistently, notwithstanding sales pressures and varying market cycles
- Ensuring regular cadence across the Client Loyalty Programme, Phygital Channel, Training Programmes, Investor Engagement Events, Vymo Platform, and Analytical Campaign monitoring
- Principal Accountabilities
Accountability
Supporting Actions
Sales Productivity & Business Impact
- Provide critical analytical insights during fortnightly and weekly business reviews.
- Implement and monitor review feedback received from the sales team to drive performance improvements.
- Track and drive improvement in the Net Promoter Score (NPS).
- Monitor New Client Acquisition (NCA) numbers, activation rates, and Net SIP growth.
- Drive Virtual RM channels through curated, targeted campaigns.
- Track and report on the Client Loyalty Programme performance.
- Publish success stories to recognise and motivate team members and regional performers.
Vymo & efficiency
- Design and build processes, dashboards, and CRM capabilities to simplify day-to-day sales operations
- Act as the liaison between the Sales and Technology teams to facilitate effective communication and resolution of platform issues.
- Automate and enhance existing and new reports to improve turnaround time and data accuracy.
- Maintain and update Coverage Reports and RM Scorecard MIS.
Analytics & opportunity Generation
- Collaborate with the Analytics team on strategic business initiatives and campaign development
- Analyse focused product opportunity data and drive Alternate Business initiatives.
- Conduct timely reviews of RM dashboards and recommend enhancements.
- Track monthly analytics campaigns and provide structured feedback to Sales and Analytics teams
- Implement MIS automation to reduce manual intervention and improve reporting efficiency
External & Internal Communication
- Curate and execute fortnightly investor webinars, interaction sessions, and collaborative events
- Coordinate with the Marketing and Analytics teams to ensure personalised investor communications are delivered at appropriate lifecycle stages
- Manage all external and internal communications pertaining to the DHNI vertical.
- Launch, track, and ensure timely closure of NPS feedback from investors.
New Projects
- Implement and conduct regular reviews of the Virtual RM channel.
- Launch and coordinate the Investor Loyalty Program
- Lead the implementation of new cross-functional business initiatives as assigned.
