Axis AMC Brand Equity

Scheme Rating

IME Scheme Rating

The Scheme does not meet our selection criteria at this time

Investment Option: Can consider other investment options as this strategy’s implementation is very loose.

IME Strategy Rating

Strategy Definition not as tight as our preferences: The strategy is implemented in a very loose sense (with a reasonable share of B2B businesses and also BFSI, where brand value is not the same as pure consumer companies.)

PMS Scheme Ratings are driven by IME’s Proprietary Scheme Rating Methodology, which takes into account our ratings of the Scheme’s investment strategy, its maturity, the investment team, and our separate rating on the AMC that runs this particular scheme. Our views on each of these individual criteria are available via the IME RMS – which you can view by reaching out to one of our relationship managers (using either the live chat or book appointment feature on this site).

IME View on Axis AMC Brand Equity

Type: Consumer | Sectoral | AUM (1274.9 cr) | Inc Date (5 Dec 2016)

Axis Brand Equity-Investment Strategy

Axis’s Brand Equity strategy is their flagship offering, which seeks to invest in companies with a strong ‘brand equity’ that provides a sustainable competitive moat for the business.

Investment Philosophy 

They believe brands create bargaining power. They invest in companies with a strong brand which creates a competitive moat. Axis focuses on products/services with strong IP, marketing, and innovation. This helps make a strong brand which in turn creates a bargaining power.

Key aspects such as strong bargaining & pricing power, increasing economies to scale, high barriers to entry, and the presence in under-penetrated markets lead to superior returns, superior growth which in turn lead to higher investor returns over business cycle.

Investment Process

  1. Screening an Investment universe looking for strong brands 
  2. Seeking for significant brand investment (incl. advertising, marketing, communication, royalty, R&D expenses), companies with growth> GDP growth and returns> cost of capital. As well as eliminating the highly cyclical sectors/companies 
  3. Research is conducted on companies based on management interaction, competition analysis, industry visits, margin of safety analysis. 
  4. Based on the research a portfolio is conducted and reviewed. 


Trailing Performance

1yr 3yr 5yr Since Inception
Axis AMC Brand Equity 29.2 14.8 15.7 12.8
S&P BSE 500 TRI 34.7 18 18 15.4
Alpha over Broad Mkt BM -5.5 -3.2 -2.3 -2.6

Performance as of: 31-May-24 | Inception Date: 05-Dec-16

Fund Managers

Hitesh Zaveri | 4-star rated FM

Head – Listed Equity Alternatives | 24 yrs Experience | 2 yrs at current firm

Past Experience: Plutus Capital, OSF Capital, Birla AMC, Enam AMC

Hitesh Zaveri joined Axis AMC in 2022 as SVP & Head – Listed Equity Alternatives. He is responsible for managing the Axis PMS portfolios along with relevant CAT-3 AIF strategies. Hitesh has over 25 years of experience in portfolio management, investment banking and equity research. Prior to joining Axis AMC, he served as Head of Investments in the PMS business at Aditya Birla Mutual Fund. He has pursued his MBA from Mumbai University, and has also completed a few programs from the Harvard Business School and from The Wharton School.

Fee Structure

Fee StructureFee
Fixed Fee Structure2.5
Variable Fee Structures1.5% fixed + 20% above 12% hurdle
Exit Fees1yr (3%), 2yr (2%), 3yr (1%)


AMC: Axis AMC PMS (click link for detailed AMC review)

Not a top recommendation due to being an AMC-driven PMS: Axis AMC PMS suffers from the common ailments of large AMC driven PMS houses (PMS as an add-on instead of a clearly segregated business unit, churn in the investment team, a lack of skin in the game for the CIO and typically loosely defined investment philosophies). While the distribution strengths of the AMC can help the PMS scale and there are benefits of research access, most AMC driven PMS's cannot compare to strong CIO-cum-founder driven PMS houses.

AMC Rating

3 of 5 stars

AMC Pedigree

3 of 5 stars

AMC Size

4 of 5 stars

Team Pedigree

3 of 5 stars

Inv Philosophy

1 of 5 stars


2 of 5 stars

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