facebook

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 (1240.5 cr) | Inc Date (05-Dec-16)

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 32.6 14.7 14.8 12.2
S&P BSE 500 TRI 44 19.3 17.4 15.6
Alpha over Broad Mkt BM -11.4 -4.6 -2.6 -3.4

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

Fund Managers

Trideep Bhattacharya | 4-star rated FM

CIO | 25 yrs Experience | 3 yrs at current firm

Past Experience: State Street Global (FM), UBS (FM), Kotak Securities (Analyst)

Trideep has over 2 decades of investments experience, a substantial part of this was with international asset managers like State Street & UBS where he managed investments in India and other emerging Asian countries. Prior to join Edelweiss, Trideep was a Senior Portfolio Manager – Alternative Equities at Axis for 5 years.

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

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

Performance

2 of 5 stars

Get substantially greater insights by connecting with us!

Details shared on the public website, are only a short snapshot of the more detailed analysis that resides in our Proprietary Research Management Solution (RMS) – A proprietary cloud-based tool, that ensures that the unbiased research insights of our central research team are shared directly with investors.

Our RMS allows us to operate with a level of transparency, ethics & consistency of insights, that is unparrarelled in the industry. Our RM’s will help showcase the PMS/AIF options that are the most suited for your unique requirements.

Download Sample RMS Reports: AMC View | Scheme Comparison

Connect via WhatsApp
Book Free 30-min Consultation

Note: PMS AMC & Scheme Reviews and Ratings are based on IME Capital’s Proprietary Review and Rating Methodology (read more here: AMC Rating & Scheme Ratings). These reflect the unbiased views of our central research team, based on our assessment of the investment value of these PMS/AIF strategies for our investors. We follow a highly stringent rating-criteria, where approximately 50% of PMS AMC’s & strategies would be rated 2-star or below (this is not meant to indicate that these funds are not investment-worthy, but that they do not currently fulfill the requirements we focus on for recommending funds to our investors — based on our internal views on the merit of the AMC/strategy relative to peers). Reviews & Ratings are primarily based on research of publicly available information (SEBI disclosures, PMS websites, PMS-aggregation platforms, webinar recording, media interviews etc.) and no explicit consent is required from AMCs for the same. While we endeavour to do further due-diligence via direct interactions with the investment teams of AMCs, this is typically restricted to AMC’s that meet our foundational fund selection criteria (reviews on lower-rated AMCs are often based solely on publicly available information). The views reflected in our Reviews & Ratings, are our independent views and may not be shared by the AMC’s and the investment teams. Please read detailed disclaimer for more.

CONNECT WITH US

Use our Live Chat
Book 15-min Introductory Call
WhatsApp us @ +91 96320 07774

IME Capital Pvt. Ltd. is a research-first investments firm. We aim to disrupt the wealth management industry, by shrinking the gap in investment insights between central research teams & RMs/Clients. 

Products
Solutions
Disclaimer MF/PMS/AIF/Direct Equities are all subject to market risks. Please read the scheme information and other related documents carefully prior to investing. Past performance is not indicative of future returns. Please consider your specific investment requirements before choosing a fund or designing a portfolio that suits your needs. Market & other data on this site has been sourced from what are considered to be reliable sources. All views shared (product ratings, views on individual securities etc.) are the proprietary property of IME Capital and cannot be used in any form without explicit written consent. IME Capital Pvt. Ltd. makes no warranties or representations, express or implied, on products offered through the platform (and that of our partners) or on the correctness of data & views shared. It accepts no liability for any damages or losses, however caused, in connection with the use of, or on the reliance of its product or related services. Detailed Disclaimer © 2021 All rights reserved | ARN No: ARN-182445