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Aditya Birla Capital Limited
Aditya Birla Capital Limited (“ABCL”) is a listed systemically important non-deposit taking Non-Banking Financial Company (NBFC) and the holding company of the financial services businesses. ABCL and its subsidiaries/JVs provides a comprehensive suite of financial solutions across Loans, Investments, Insurance, and Payments to serve the diverse needs of customers across their lifecycles. Powered by over 63,750 employees, the businesses of ABCL have a nationwide reach with over 1,712 branches and more than 200,000 agents/channel partners along with several bank partners.
Nationwide Branches
1,712
No. of Employees
63,750+
Agents/Channel Partners
2,00,000+
Aggregate Assets
INR 5.50 Lakh Cr
Active Customer Base
39 Million
Consolidated Lending Book
INR 1.78 Lakh CrCorporate Governance Policies
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Job Description
Relationship Manager - SME-Tier1-Non Corporate-BLR
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Job Description
Annexure I : ABG Job Description Template
1) Job Purpose: Write the purpose for which the job exists
The purpose of this job is:
o To effectively contribute towards building the Mortgages line of business and loan book by marketing/ selling all
products and solutions to potential and existing customers at targeted yields and fee through a strong distribution
network
o To strengthen the distribution network through the identification, empanelment, and activation of able Retail DSAs
through knowledge sharing and capability building. These channels will be sourced through open markets and
would exclude the Corporate/National Distributors.
o To ensure client and channel acquisition through effective networking, organizing local area programs, direct
builder network, cross-selling through group (ABG group companies)
o To establish and nurture strong customer relationships through effective customer management and relationships
building measures and techniques
o To leverage an understanding of local markets and preferences and facilitate structuring of loans in accordance
o To ensure all necessary due diligence is conducted to prevent fraudulent loans and ensure all sales processes are
carried out in keeping with internal and regulatory guidelines
2) Dimensions:
Mention quantitative or qualitative parameters that are relevant for the job and provide a better understanding of the scope and scale of the job
3) Job Context & Major Challenges: Write the specific aspects of the job that provide a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section
Aditya Birla Finance Limited (ABFL), a lending subsidiary of Aditya Birla Capital Limited is among the
leading well-diversified non-banking financial services company in India. ABFL offers customized solutions
in areas of personal finance, mortgage finance, SME finance, corporate finance, wealth management,
debt capital markets and loan syndication. ABFL is registered with RBI as a systemically important non-
deposit accepting non-banking finance company (“NBFC”) and is amongst the top five largest private
diversified NBFCs in India based on AUM.
ABFL offers end-to-end lending solutions to a diverse set of customers - Retail, HNI, MSMEs, and Mid &
Large Corporates through secured as well as unsecured loan products. The diverse range of lending
Products includes Retail Small Ticket Secured and Unsecured Loans, Unsecured Personal Loans,
Unsecured Business Loans, Health & Education Loans, Digital B2B2C and B2B2B Small Ticket Loans, Small
Business Secured Loans, Loans Against Property (LAP), Lease Rental Discounting (LRD), Construction
Finance (to Real Estate Developers), SME Loans, Capital Markets Loans (Loan Against Shares), Supply
Chain Finance, Mid and Large Corporate Loans, and Infrastructure Finance loans. ABFL also has a Wealth
Management division.
For the FY ended 31st March 2020, ABFL has a lending book of Rs. 47,075 crores, net PAT of Rs 821
Crores and net worth of 8,078 crores. The Net Interest Margin expanded by 38 bps y-o-y to 5.29% and
operating profit is growing at 16% y-o-y. ABFL’s long-term credit rating of AAA (Stable) has been
reaffirmed by ICRA. ABFL also has long-term credit rating of AAA (Stable) by India Ratings, Perpetual debt
credit rating of AA+ (Stable) by ICRA and AA+ (Stable) by India Ratings (Stable) and short-term credit
rating of A1+ by ICRA & India Ratings.
Mortgage lending encompasses a wide variety of financing solutions for clients, ranging from vanilla
Home Loans and Loan against property, to more complex Lease Rental discounting, Commercial Purchase
and Construction Finance lending. Financing solutions are provided to Self-Employed [professionals/ non-
professionals/ salaried] against a wide array of lending programs, each of which aims to estimate the
client’s repayment capability accurately before the company to take an exposure. The lending program
requires assessing clients on various dimensions, including income, repayment behavior, stability of
income/ residence, profile, collateral [valuation, marketability], ownership structure of business and the
property and many others.
Mortgages business across the industry is majorly driven by Direct Selling Agents (DSA’s).
ABFL Distribution network also majorly comprises DSA’s. The DSA’s are broadly of 2 kinds 1. Corporate
DSA’s who are present across multiple cities and act as an aggregator and 2. Retail channels who operate
in a single city with smaller team size.
As of today RM’s are mapped to channels basis their geographical distribution and have a mix of
Corporate and Retail DSA’s in their fold. In doing so RM’s time is equally divided between the 2 channels.
To bring in more focus on distribution and channel engagement we propose the following structure
wherein Tier 1 is divided into 2 verticals:
1. Alternate Channel Business which will source from Corporate channels and
2. Retail Channel which will source from Non-Corporate channels.
The metrics – RM Target/Productivity/Channel Management used will be different for both verticals
depending on the potential of channels the RM’s are mapped to.
The focused approach will help the Mortgages Business scale up numbers and market share in all Tier 1
Write the specific aspects of the job that provide a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section
markets. Mortgages envisage the market share to go from the current 3% to at least 6% with the
proposed organization structure.
The challenge that we foresee on account of these change in market dynamics are :
· More aggressive pricing strategy adopted by other institutions will impact our yield and fee
income and further increase our cost of acquisition More players eyeing for the same business
have increased negotiating powers of the customers. They have more choices now.
· Managing Channel Partners: Higher payouts offered by other institution to channel partners will
impact the patronage that we enjoy with them. This must be offset by good Turn Around Time in
processing cases ad also their payouts and building long lasting relationship with them.
· Retention of existing portfolio – Banks are luring our customers with clear repayment track with
lower pricing and hence retention is a challenge.
· Team getting used to the new digitization of loan process that has been adopted by ABFL.
4) Key Result Areas:
Write the key results expected from the job and the supporting actions for each of these key result areas (For a majority of jobs typically there could be 4- 7 key result areas)- Maximum 10 KRAs can be updated
New Client & BusinessAcquisition
o Targets new client acquisition through sourcing of leads and business conversions in conjunction with DSA Channel Partners, Area/Cluster Head and independently as well o Manages retention of existing clients and activation for cross sell [ ABG/ non ABG], ensuring growth in business volumes o Strengthens & leverages existing client relationships to generate leads and business through word of mouth and good will o Ensures regular meetings and sales calls with prospective clients and retail DSAs on a daily basis to source business o Ensures acquisition of the right profile of customers by sourcing customers based on relevant surrogates as per the segmentation norms o Provides inputs to Area/Cluster Head on competitor activity & latest market developments in the local area o Drives and participates in initiatives, campaigns and contests to generate business through channel partners keeping in keeping with seasonality of local/ regional business cycles o Monitors and achieves target book size through the above activities
Channel Management
o Meets attorneys, professional organizations, bankers, channel partners, DSAs, Chartered Accountants etc in the real estate sector in designated region of operations to identify and source business leads and distribution expansion opportunities
Meeting new channels every month and Ensures timely on boarding of the DSA’s, DST’s, Broker’s and other channel partners o Ensures timely payout of channel partner payments and resolution of queries raised by the Retail DSA Channel Partners o Acts as a knowledge partner and enables channel partners to enhance their understanding of products, market characteristics, financial know how and regulatory requirements
Sales Operations & Internal Compliance
o Understands and ensures all company policies & procedures are followed through the entire sales cycle and ensures compliance of the same o Follows the standardized sales process and documentation norms for quick and compliant closure of client’s request o Ensures collection and submission of accurate documentation required for credit analysis o Performs pre & post sanction activities like: 1. Coordinating for execution of documentation & sanction of loan proposals with the credit risk team 2. Coordinating for disbursements or any subsequent deviations during the credit life cycle with the operations team o Adheres to Risk and credit lending norms in referring loans for new customers and extending loans for current customer set o Monitors and supports the recovery of NPAs from relevant customers o Coordinates with market intermediaries like banks & distributors for smooth operations o Ensures the Legal and technical completion of each case as per company and regulatory norms o Shares policy inputs and updates based on market intelligence of the region/ market dynamics. o Identifies, proactively flags off and monitors delinquent cases closely and makes efforts towards collection of the dues. o Monitors Non-Starter cases and makes subsequent effort for the recovery of the dues and regular payments from case
Sales MIS & Reporting
o Shares detailed periodic activity & sales reports with the Branch Head and Business Analyst- Mortgages o Ensures updation of various MIS related to the status of the cases and related actions. Daily progress report of cases in WIP to channels. o Monitors PDD’s and ensures collection and submission o Leverages sales MIS to track own progress against targets on Book size, NII
Customer Servicing & Relationship Management
o Retains and manages existing clients through faster TATs, effective query resolution & proactive client servicing o Keeps abreast with changing market conditions and client requirements and conduct regular meetings
with the customer as part of post services o Customer interface including completion of documentation o Share regular update on sanction and disbursement status to the customer. o Coordinate with client and regular update on document completion. o Post disbursement customer servicing including PDC/ECS replacement
0 - 4 years
AB Sun Life Insurance Co Ltd
Third Party Distribution
HDFC Bank Relationship
HDFC Bank Relationship
HDFC Bank Relationship
HDFC Bank Relationship-Branch Banking
HDFC Bank Relationship
HDFC Bank Relationship
HDFC Bank Relationship
HDFC Bank Relationship
Third Party Distribution
Third Party Distribution
Aditya Birla Health Insurance
HDFC Bank Relationship
HDFC Bank Relationship
HDFC Bank Relationship
Aditya Birla Sun Life AMC Ltd
HDFC Bank Relationship
HDFC Bank Relationship
HDFC Bank Relationship
Aditya Birla Capital Limited
Aditya Birla Capital Limited
Aditya Birla Capital Limited
Aditya Birla Capital Limited
Aditya Birla Capital Limited
Aditya Birla Capital Limited
Aditya Birla Sun Life AMC Ltd
Aditya Birla Capital Limited
Aditya Birla Capital Limited
AB Sun Life Insurance Co Ltd
AB Sun Life Insurance Co Ltd
AB Sun Life Insurance Co Ltd
