Here
is something to scare you. Assume you are 35 years of age, working
in the private sector with a take-home pay of Rs 25,000 per month.
You have dreams of retiring and tending to your roses when you
are, say, 58. A fairly reasonable dream, you would say? As a prudent
saver, you even have a modest nest egg in readiness. So, what's
scary?
Here's what: the size of your 'modest' nest
egg will have to be a whopping Rs 64 lakh, if you factor in inflation,
want to maintain your standard of living, and if you assume a
life expectancy of 75 years. And to reach that target, you need
to start saving Rs 6,121 every month right from today.
That is not the kind of money most people
save each month-unless you are one of those incredibly organised
and far-sighted persons, in which case, of course, you needn't
be reading this article at all. For the rest, face it-you are
looking at salting away Rs 6,121 every month for the next 23 years.
And then-this is when you get really frustrated-you get to reach
your target only if your money grows 10 per cent each year and
inflation remains a constant 5 per cent. If either of these two
critical factors varies, you start the math all over again.
Who cares? Just you, apparently. The new
Bill for a contributory pension scheme for government employees,
which was introduced in the Lok Sabha last year, is in limbo,
thereby delaying the setting up of the Pension Fund Regulatory
and Development Authority, which is part of the legislation.
The market for retirement products per se
has not developed despite the presence of private sector insurance
companies. So far, the little growth witnessed in this segment
has been pushed mainly by the tax exemption on pension products
available under Section 80CCC of the Income Tax Act. According
to available statistics, the pension products market in the private
sector grew from Rs 700 crore in 2003-04 to Rs 1,100 crore in
2004-05. That's not something to write home about. "There
is a complete lack of awareness about retirement. People tend
to spend or save rather than invest for their retirement,"
says Sam Ghosh, CEO, Bajaj Allianz Insurance Company. This, however,
is set to change, as a young workforce begins to earn far more
than previous generations. Even after spending on consumption
items and flirting with the equity cult, they mostly have enough
investible surplus to start thinking of long-term savings. "Slowly,
people are becoming aware of the benefits of systematic investment
planning, rather than the earlier tendency of investing in an
erratic manner," points out Sujit Ganguli, Marketing Head,
ICICI Prudential.
Some hope: Finance Minister P. Chidambaram
has given retirement products a leg up in this year's Budget by
clubbing the limit under 80CCC with that available under Section
80C, thus, increasing the tax-exempt investment limit from Rs
10,000 per annum to Rs 1,00,000 per annum. The industry, however,
is divided over this move. While some welcome it on the grounds
that individuals can now invest up to Rs 1 lakh in retirement
products, others point out that this might not necessarily happen.
"Clubbing short-term and long-term savings under one section
may encourage tax-savers to move towards short-term savings like
ELSS (equity-linked savings schemes) of mutual funds. Insurance
companies, which sell long-term retirement products of over 10
years, will also have to compete with short-term products like
fixed deposits with tenures of over five years," points out
K.S. Sridhar, Manager (Projects), HDFC Standard Life Insurance.
The argument basically is that investors will gravitate towards
other instruments when retirement plans are clubbed with all other
savings, since unit-linked plans have a lock-in of five years
which the others don't. "We will now have to push retirement
products based on the risk cover aspect to compete effectively
with other tax-saving instruments under Section 80C," says
Ghosh. This unhappiness is echoed by Sridhar: "The ideal
way would have been to enhance the limit under Section 80CCC."
Retirement products will always be bought
for their long-term regular payouts |
On the other hand, ICICI Prudential Life Insurance,
the largest private sector insurer, sees an opportunity in the
revamped Section 80C. Says Ganguli: "Even under the new basket,
retirement products will be bought for their long-term, regular
payouts. They are an effective way to save taxes and earn potentially
higher returns over the long term. To some extent, pension plans
face competition from PPF (Public Provident Fund) in this area.
ELSS, on the other hand, are typically short-term in nature and
not suitable for retirement planning."
Says the CEO of a private insurance company:
"Short-term bank deposits of over five years, which now enjoy
tax exemption on interest earned under Section 80C, are taxable
on maturity. This will encourage people to invest more in retirement
products." Obviously, what insurance vendors are trying to
sell is the fact that pension plans will come with bonus and annuity
features built into them. Says Ganguli: "The chances of an
upside in a unit-linked retirement product are very high compared
to other tax-saving products available under Section 80C. In fact,
inflation may eat away the moderate returns offered by other savings
products."
|
Retirement planning: Buy a scheme that
suits your age and risk profile |
However, industry experts point out that ELSS
are not that popular among tax-saving instruments, as they accumulate
savings but don't come linked with a life insurance benefit. In
fact, statistics from some private sector insurers show that of
the Rs 40,000 crore mobilised by mutual funds through NFOs (new
fund offerings) in 2005, ELSS attracted a paltry Rs 1,500 crore.
"We are not very worried about ELSS, but may face some competition
from PPF," says an insurance executive.
Your retirement bouquet: Today, there
are broadly three options available to you when it comes to retirement
planning. All the options come with life cover. The option you
choose to take will depend largely on your age, income, risk appetite,
and how and when you plan to retire.
Endowment plans: These are the traditional
plans where you can choose the premium you want to, or can, pay,
the amount you want to receive upon retirement, and the date that
you want this amount. Your money normally grows at the rate of
5-6 per cent per annum under an endowment plan-this is not very
high but that is because these plans invest a major chunk of the
money in safe, assured return assets. This is particularly reassuring
for risk-averse people, or those who are nearing the end of their
earning years and cannot afford to take too many chances with
their capital.
At the time of maturity, you can expect to
get back the sum assured plus any bonuses that your policy might
have earned. Although endowment plans are witnessing a gradual
loss of popularity, that's possibly because markets are booming
now, automatically making plans with market-linked earnings more
attractive. As Ghosh says: "Unit-linked products are riding
high on the market boom, but any reversal of the stock market
cycle may bring endowment policies back to centrestage."
And in any case, when it comes to the safety angle, there's little
to beat this product.
One Jump Ahead |
Retirement planning
is something that's almost always last on people's financial
To-Do lists. You buy life insurance, you insure your car and
your health, you buy a house and save for a son's wedding,
but for some strange reason you expect retirement planning
to happen all on its own. But with increasing life expectancy
and the looming menace of inflation, you won't be able to
get away with this much longer. Here are a few eye-openers.
The joint family security blanket is gone: Your kids will
move out and not necessarily support you. When you are on
your own, you need adequate money for you and your spouse
to meet daily expenses and medical costs and afford some
luxuries and maybe a retirement home. The earlier you start
saving, the more you will have. So, buy a retirement scheme,
even if only as a tax-saving move.
Interest rates are declining: Despite the temporary firming
up of rates in 2004 on the back of inflationary pressures,
the long-term outlook is clear. Expect to earn less on your
deposits in future, while seeing your earnings eaten away
by inflation.
Expenses will balloon: When you are young, you have fewer
responsibilities. Most people are unable to anticipate future
big ticket expenses like marriage, kids or housing. This
puts paid to any planned savings. Sit down with an expert
and try to project future expenses realistically. Then decide
when and with how much you want to retire.
Shop around: Over half a dozen private insurance companies
offer retirement products with add-ons, prominently ICICI
Prudential Life, HDFC Standard Life, SBI Life and Bajaj
Allianz. Call them for detailed information. Even if you
are young with no plans to get married in the next five
years, buy a single premium plan or a unit-linked policy
with a heavy equity component. It will net you a windfall
at retirement.
Don't touch it: Once you buy one, don't even think of
withdrawing the money for any other purpose, however pressing.
When the plan matures, invest the cash into a new pension
plan.
|
Unit-linked plans: Today, unit-linked
plans are the most popular retirement product among investors.
In fact, their popularity has attracted some amount of flak because
insurance companies have been accused of MIS-selling the product.
The Insurance Regulatory and Development Authority (IRDA) has
since brought them under the scanner and introduced several measures,
including a five-year lock-in stipulation, to protect investor
interest.
Under a unit-linked plan, you basically get
to maximise your gains by taking a little bit of risk (the equity
component is higher in these). After the new regulations, these
schemes have become more transparent-you can monitor the performance
of the scheme as NAVs (net asset values) are declared regularly.
And insurers have been told to disclose what proportion of your
money they put into the investment and insurance baskets. Since
a large amount of the investible portion of your premium is put
into equity, the returns are higher than from a traditional endowment
plan. At the time of maturity, you get the sum that has accumulated
in your scheme over the years. On an average, ULIPs can be expected
to return 10-15 per cent per annum on an annualised basis. "ULIP
products are popular among younger people who are willing to take
a little bit of risk," says Sridhar.
Single premium plans: As the name suggests,
under this policy, you are required to pay only a single premium
in the first year. Because of this advantage, these plans are
very useful for people with erratic income streams. Self-employed
people, artists, sportspersons and businessmen typically should
opt for single premium plans. Many policies give you the option
of adding to this premium amount at any point when you have a
lump sum to spare, thus, adding to your corpus at your convenience.
"Single premium retirement products are becoming popular
in the market because a customer doesn't want to keep putting
in money for 10-15 years," says Ghosh.
Single premium pension plans are useful
for people with erratic income streams |
The NAV issue: Most private sector
insurance companies launched their retirement plans in early 2001
and today these are available at a premium. The NAVs of most of
the plans are ruling between Rs 12 and Rs 20 (see tables). Ideally,
if you are buying a retirement plan today, you should use this
window to buy an existing retirement plan from a private sector
insurance company at the current NAV. "It makes sense to
buy an existing retirement plan rather than enter a new one when
the market is running at a historical high," says Ganguli.
The mutual fund option: There is a
fourth option for growing your retirement corpus-mutual funds.
While it could be argued that understanding the nature of a pension
plan and deciding which one suits your profile makes it a difficult
exercise, practically anybody can invest in mutual funds. In fact,
a mutual fund is a more efficient vehicle when it comes to investments
and fund management.
If you are looking for long-term earnings,
buy a close-ended or open-ended fund and stay invested till the
maturity. Once the accumulation stage is over, take the money
out and buy yourself an annuity plan from any private life insurance
company. If you are young, invest in diversified schemes and see
your money grow much faster than in a pension plan, and then buy
yourself an annuity with your earnings.
But, if you are risk averse and don't trust
either a mutual fund or pension plan, you could ideally opt for
a PPF, and at the end of the 15th year, use the maturity amount
to buy an annuity from any insurance company.
One word of caution though-if you are planning
to take the plunge into a retirement fund right away, it is better
to wait till the Pension Bill is passed. If it goes through, many
mutual funds and other institutions like IDBI Capital Markets,
UTI Mutual Fund and Principal Group may enter the pension space
initially to handle the government retirement kitty and, at a
later date, the savings of private sector employees. This means
many more product choices for you and many more ways to get to
your rose garden.
At A
Screen Near You
The number of online trades has risen dramatically,
but you still get some error messages. Has Net trading come of
age?
By Nitya Varadarajan
|
Mukesh Gupta: "I have changed
brokers many times in search of sound research repoerts"
|
Sure,
you still want newspapers and your morning coffee but face it,
the day really starts only after you have checked your e-mail,
right? And it's not just mail-newsletters, diary prompts, bank
statements, bill payments, ticket bookings-we can't seem to do
without the internet. It comes as no surprise, therefore, to find
that roughly 1.3 million Indians trade in stocks online. The bulk
of this growth has, in fact, happened over the last two years.
Today, online trading accounts for 12 per cent of the daily turnover
at NSE (National Stock Exchange), up from 4 per cent in 2004.
The computerisation of NSE and NSDL (National
Securities Depository Ltd) and the initiation of the T+5 settlement
system (where settlements take place five days after the transaction)
were the first triggers for online trading, but it was really
the T+2 settlement that allowed it to fully take off. Today, every
broker worth his salt and his place in the top 15 brokerages in
the country claims to offer online trading.
ICICI direct.com and HDFC Securities were
among the first and are today the largest players-ICICI direct.com
alone has eight lakh registered users-in online broking. But traditional
brokers are also entering this space aggressively. Kotak Securities
has taken the lead with some heavy-duty marketing and has 75,000
users, while other players like Sharekhan (SSKI Securities) and
5paisa.com (India Infoline) are catching up. Smaller names like
Motilal Oswal and Angel Trading are also actively promoting their
online ventures, while many Tier 2 brokers such as JRG Securities
and Emkay Share and Stockbrokers are coming out with public issues
to raise money for tech revamps.
The problem, however, is that not all of
these smaller companies offer online services that are fully hassle-free,
or, for that matter, truly online. Smooth internet trading depends
heavily on the magic three-in-one link-online trading account+savings
account+online DEMAT account-which is where companies like ICICI
direct.com and HDFC Securities score. The other big plus for them
is their banking background, which automatically earns them the
customer's trust.
BEFORE YOU TRADE ONLINE |
»
Ask for a free demo on your home PC. Brokers love
to blame your system or connectivity to cover up shortfalls
on their websites.
» Call
customer care numbers and online helplines to see how fast
the response is before signing up.
» The
site should display live scrip prices, at least of your own
portfolio, besides performance details like daily highs/lows
and trading volumes of other scrips.
» Check
the Power of Attorney document carefully, preferably with
the help of a lawyer. You don't want your stocks sold without
your knowledge.
» Look
for hidden charges in the offer document.
» Find
out the frequency of research reports, and whether intra-day
tips are available online/on SMS.
» If you
are a novice, find a broker who conducts beginners' classes
or handholds you in the initial stages.
» In case
of systems failure, your broker should accept telephone orders,
i.e., ensure that your order is recorded on the landline. |
While the banks score on connectivity, they
lag behind in broking services and customer service. Meanwhile,
the pure-play brokers who are going online are still conditioned
towards offline broking-where the customer 'depends' on them and
makes money based on this personal equation. These brokers still
treat online broking with reservation-it takes clients away from
their sphere of influence-and skimp on services.
Customers aren't really asking for the moon.
All they want is a smooth, secure and anonymous trading platform
where all transactions are executed with ease. In terms of transactions,
they want simplicity and transparency, easy access to DEMAT accounts,
records of the purchase and present prices of their stocks, and
smooth fund transfers. In terms of service, they look for customised
care, handholding for newcomers, solid research reports that can
give them at least a 90 per cent hit rate, and, of course, broking
rates that are competitive and commensurate with the services.
All of this is not available today, and certainly
not on one platform. Most customers are using the trial-and-error
method to find the online broker that suits them best. Some want
low charges, some want high security, some expert advice-so it
pays for you to do some groundwork before you decide who to go
with.
If low brokerage is what you're looking for,
Geojit Securities and 5paisa.com offer among the lowest rates;
the former's intra-day charges are 0.03 per cent and delivery
charges are 0.3 per cent each way while the latter charges 0.05
per cent and 0.2 per cent, respectively. ICICI direct.com, on
the other hand, charges 0.10 per cent for intra-day trades and
1.25 per cent for delivery trade, plus an annual maintenance charge
of Rs 500 for DEMAT accounts. Except for some sites like Geojit
that offer it free, most others charge Rs 300-500 for DEMAT maintenance.
HDFC Securities' rates, too, are high, at 0.15 per cent (intra-day)
and 0.5 per cent (delivery), but companies like these have to
justify their charges or face customers like Mukesh Gupta. This
Mumbai-based investor, who has been trading on various platforms
trying to find his ideal broking match, says: "The brokerage
rates of these banks are too high compared to the services they
provide."
|
Thyagarajan: "5paisa.com is lenient
with delayed payments" |
Most online brokers allow margin trading,
which works on a standard format, where you deposit a minimum
amount of about Rs 20,000 and are given a margin account that
is four to five times this. Geojit's margin trading system, however,
is totally different-it follows NSE's margins on scrips and adds
3 per cent or more for its risk management. So, if you have a
Rs 10,000 deposit with Geojit and want to buy a scrip where NSE's
margin is 15 per cent, Geojit gives you a margin of 18 per cent.
Trades are automatically squared off after a warning trigger.
Another big factor that swings online investors
is the quality of investment advice. ICICI direct.com, for instance,
believes strongly in classroom education and this is perhaps a
big reason for its large client base. It offers research reports,
technical analysis and solid factual reporting. It also has a
good FAQ (frequently asked questions) page telling the first-time
online investor exactly what he needs to do for registration and
trading. Motilal Oswal is another broker that gets full marks
for investment counsel. With a base of 5,000 active online users,
this company has made a name for its in-depth research and users
say stock recommendations are mostly bang on target.
Poor research just as easily alienates clients.
Online investors often complain that some research reports and
company fundamentals cannot be accessed. But the companies are
taking steps to address this. Says Kotak Securities CEO &
Executive Director S.A. Narayan: "We have a centralised toll-free
customer care number; if deficiencies arise despite this, we will
endeavour to rectify them." Recently, Kotak has included
e-mailed reports and an equity portfolio tracker among its services.
Sharekhan scores very well on the stock recommendations front
but investors complain of frequent technical glitches and poor
service. Says a Sharekhan spokesperson: "Our Mumbai centre
recently revamped the customer care centre, making it toll free.
This is going to be implemented across centres."
Timings can also be an issue. On the Geojit
site, for instance, day trading closes at 2.45 p.m. A customer
complains: "Early closure makes it difficult for day traders."
Kotak Securities, on the other hand, allows intra-day trades till
the market closes and also waits for six days for delivery trade
amounts to be settled, although it does levy an interest. While
ICICI direct.com and HDFC Securities also square off at 2.30 p.m.
and 3 p.m., respectively, the pure-play brokers generally allow
trading till market closes.
Technical glitches continue at many of these
online trading sites, making life difficult for customers. At
the HDFC Securities site, customers complain about the absence
of a live price scroll while the Sharekhan site requires users
to download software for web-based trading, which means they cannot
trade from anywhere they want. Says a Sharekhan client and a former
Canara Bank employee A. Revathy: "I am seriously considering
moving to an offline broker." Kotak Securities' customers
complain of difficulties in downloading its advanced trading platform.
On the other hand, something like 5paisa.com's
demo site-which allows you to see exactly what to expect from
online trading after enrolling-goes a long way in building user
confidence. Padma Thyagarajan, an hr manager with a café
chain and a 5paisa.com trader, says: "In case of delayed
payments, the site does not charge interest or sell the stock
without intimating the client."
Many online brokers have moved from single
to multiple platforms, each compatible for certain conditions.
For example, Kotak Securities has three platforms: for LAN systems,
for single PCs and for stock quotes. Others like 5paisa.com have
two platforms, one Net-based and accessible from anywhere and
the other CD-based. And Geojit has three platforms, one with streaming
quotes, another without, and a third speedy download option that
comes with a minimum brokerage commitment. Decide your usage pattern
to discover what kind of platform you require.
Then, there's the security angle. While ICICI
direct.com and HDFC Securities' banking backgrounds make their
systems reassuring, the other sites too boast encryption software,
firewalls, two-level passwords and internal audit systems; some
like Geojit and 5paisa.com also educate clients on Net safety.
So, if you've been thinking it's just a question
of signing up with the first web broker who approaches you, think
again. You need to do some homework before you click the 'Buy
Now' button.
NEWS ROUND-UP
April
Rain
After a halcyon phase, the market is roiling
again, triggering worries of an imminent crash. What's in store?
By Anand Adhikari
Date:
07 April 2006. The sensex is at 11,931 points, a historical high.
The investor community starts chilling the bubbly to celebrate
what now looks inevitable: the 12k breakthrough. The market has
other ideas, though. Later that very day, it starts a sharp slide,
slipping to 11, 237 points by April 13. There's palpable nervousness
now, with dire predictions of a crash.
"It's psychological: the fear that the
market is fully valued and may crash anytime is setting off panic
reactions even when small negatives hit the bourses," says
Sushil Muhnot, Managing Director, IDBI Capital Market Services.
Experts say volatility has set in because the market breadth has
been weak overall, with more stocks falling during a day than
rising. (See Losers Are Gaining.)
Contrary to common fears, however, this is
not possibly a sign of bad times ahead. "The fundamental
story still looks intact," says Pankaj Namdharani, an analyst
at sap Securities.
If that's so, just what is triggering the
fall? "Large money flowing into a few select stocks breed
volatility," says Namdharani. This might not continue. With
2005-06 results due to come out soon, investors are likely to
take fresh positions in mid-caps. This will make the market more
broad-based, say analysts. Remember also that the RBI has recently
started putting the screws on liquidity, which has cooled off
market speculation.
Adding to the chaos, of course, is the fact
that FIIs (foreign institutional investors) are not playing ball,
choosing to use the rise towards 12k to book profits instead.
Their spurs: soaring global interest rates and high crude oil
prices.
What's interesting, though, is that even
in this high volatility scenario, there are buyers at the bottom
pushing up the indices during the day. "Investors sitting
on cash are definitely shopping in the market for good deals,"
agrees Muhnot.
To panic now is foolish. In fact, investors
have to learn to live with heavy fluctuations when the market
reigns at such high levels. Our tip: invest for the long term
and ignore daily fluctuations.
Look Beyond The Biggies
In a booming cement market, the smaller
companies look like they could pack a very strong punch.
|
Boom time: The cement sector is witnessing
strong growth |
Conventional
wisdom will say this is not the right time to enter the stock
market. But the cement sector, with its strong array of mid-rung
companies, still has a significant number of value stocks. Some
of these are still trading at a discount to their larger rivals
at a time when the sector is showing strong growth.
The withdrawal of fiscal incentives has restricted
capex in the cement sector to low-cost, brownfield expansions.
This lack of new capacity, coupled with rising demand, is driving
prices up and will help cement companies post good profits. With
capacity utilisation at 88 per cent and the next greenfield plant
still two years away, analysts feel the strong pricing trend will
continue for some time.
Demand, in fact, is expected to grow by 10
per cent in the next two years, with the maximum push coming from
the booming housing sector, government spending on infrastructure,
and large private sector capex plans.
While large cap cement sector stocks are,
expectedly, doing phenomenally well, the interesting story might
lie in the mid-cap cement stocks now. Although they have already
moved up in the last 15 trading sessions, analysts think there
is still some steam left in select scrips. Says Jaspreet Singh
Arora, research analyst, Angel Broking: "The recent run-up
in biggies like GACL (Gujarat Ambuja Cements Ltd) and ACC (Associated
Cement Co. Ltd) has created a gap between large-caps and mid-caps."
While your bet should be on the fact that
some amount of catching-up will take place, as Arora says, the
rise will be in select mid-caps only, such as those with higher
operating margins compared to their peers. "For instance,"
he says, "the market will reward JK Lakshmi Cement more than
Mangalam Cement." Analysts also say mid-caps with a strong
niche presence like OCL India will benefit at this point. OCL
is growing strongly in the eastern market, where capacity addition
is likely to be slow. Another promising stock is Shree Cements,
one of the most efficient producers in the north.
-Mahesh Nayak
Will They Connect?
Just
what is driving the MTNL stock northwards? Market buzz has it
that the BSNL-MTNL merger might finally be coming through. Says
Alok Kejriwal, Director, KRIS Securities: "The news is pushing
the stock up," but any merger is unlikely to happen overnight.
MTNL operates in Mumbai and Delhi while BSNL is spread across
India. The merged entity will have a subscriber base of 60 million,
which will give it huge marketing clout with suppliers plus significant
cost savings. "Since 1994, MTNL has underperformed. If a
merger is actually on the cards, then there is certainly upside
potential," says V.K. Sharma, Director & Research Head,
Anagram Stock Broking. It looks fairly priced, but investors might
have to wait a while for appreciation.
-Krishna Gopalan
Mutually Satisfactory
|
Sebi: Rewarding investors |
Mutual funds are meant
to encourage long-term investing but in India, piquantly enough,
the schemehoppers make all the money. But Sebi (Securities and
Exchange Board of India) is now finally rewarding faithful investors
by prohibiting mutual funds from amortising new fund offer (NFO)
expenses over five years. Funds will now even out expenses upfront
and meet NFO costs (sales & distribution etc.) out of the
entry load. Says Shashi Krishnan, CEO, Cholamandalam AMC: "This
way long-term investors will not end up bearing everybody's expense
loads." So far, schemes amortised expenses of up to 6 per
cent of the total corpus over a five-year period, with the result
that investors who stayed on in the scheme ended up bearing these
expenses long after the short-term investors had exited. While
Sebi's move won't necessarily stop scheme hopping, at least loads
will now get fairly distributed.
-MN
Out
Of The Box
They sell everything, from floor mops to biceps
builders, but should you be buying? A look at the tele-shopping
phenomenon.
By Shaleen Agrawal
Just
about 10 years ago, our TV channels redefined commercialism as
we knew it. Instead of ads touting a cure for the common cold,
we got to see bright-eyed presenters demonstrate novel products
like wrist exercisers, magic dusters and electrical doodads that
did everything. And all you needed to do was call a number and
order whatever it was you were watching on TV.
Since then, tele-shopping or sky shopping
has come a long way. According to some estimates, it is today
a Rs 300-crore industry, and Dinesh Vadiwala, CEO, Asian Sky Shop,
predicts an annual growth of around 10 per cent. He may not be
far wrong. Experts say sky-shopping accounts for 110 hours of
TV time daily, of which 24 hours goes on prime channels. And,
say insiders, the industry serves 20 lakh customers every year.
Asian Sky Shop, TVC, TSN, Telebrands and
Shop 24 Seven are some of the companies that sell their wares
on air. The intriguing products and the persuasive spin have mesmerised
viewers alright but it has taken some time to convert them into
buyers. "Interest in the industry has grown only in the last
three years or so," says Vinod Agarwal, Chairman of TVC,
one of the leading players in the business with estimated revenues
of Rs 55 crore.
And here's the really cool thing about sky
shopping in India, the land of the cautious buyer. Since people
are paying as much as Rs 30,000 for, say, a treadmill, they would
rather touch and feel it and be assured it really works. So, most
sky shops have franchisees with physical shops that stock the
products you see on TV. Customers see the stuff on their screens,
then walk in, test and buy the product. And after one happy experience,
they gain confidence about doing this sight unseen the next time.
Shailendra Panchal of Mumbai-based Tanvi Enterprises, a TVC franchisee,
recorded sales of Rs 4 crore last year.
Tele-shopping or sky shopping is today
a Rs 300-crore industry |
But why would anyone buy products they've
only seen on TV? Chiefly because these are unique, bordering on
the bizarre, and rarely found on the shelves of your neighbourhood
store. Where else will you find miracle juicer-grinders, magic
mops, tenacious home tools, and machines that reduce waistlines,
augment bustlines, remove wrinkles, or iron your hair? "We
are constantly looking for innovative products," says Agarwal.
But, as Agarwal adds, novelty is not everything;
price definitely matters. So, TVC is now beginning to sell cheap,
not-so-unique products like branded crockery imported from Italy
and Brazil. Says Agarwal: "The only way to increase business
is to widen the range on offer. We will do so at low prices."
Should you buy? There are basically two issues
when it comes to sky shopping: the danger of landing a dud and
the premium price you pay for it. The former problem has been
addressed to some extent by the franchise outlet, where you can
test your purchase. Asian Sky Shop claims to also repair and/or
replace faulty products. "We believe in providing value for
money," says Vadiwala.
The array of products available on TV is
definitely in the premium price band, ranging from Rs 990 for
something like Ayurslim (an ayurvedic weight reduction medicine)
and Rs 3,000-20,000 for gems and jewellery, to Rs 10,000-35,000
for Technowalkers and motorised treadmill. This is no deterrent
though and buyers are increasing. Vadiwala attributes the growth
to aggressive TV promotions triggering impulse purchases and to
higher disposable incomes.
If you are paying so much, surely you should
be assured of quality? But industry watchers say counterfeits
are a real threat, with cheap duplicates available readily. And
when a customer is fobbed off with a faulty product, or something
that is not "what we saw on TV", can she get redress?
Pushpa Girimaji, consumer activist, recalls
how a customer ordered jewellery from a TV shop and received something
that was very different from what he had seen. The sky shop refused
to replace the piece, saying it was merely an advertiser and that
it was the supplier who was at fault. The good news: the consumer
court ruled in the customer's favour, saying the sky shop was
responsible for having delivered the wrong product, particularly
since it had also charged the customer for insuring the product.
Unfortunately, not all customers can or do
go to consumer court. "These programmes also reach small
towns, where awareness is low," says Girimaji. And access
to consumer courts, difficult. The solution is to protect consumers
at the time of purchase itself. "There should be a trial
period of 15 days, when the consumer can use the product and get
it replaced for free in case of problem or fault."
Though both TVC and Asian Sky Shop say they
have a mechanism for exchange of faulty products, TVC's franchisee
Panchal says: "We don't take back products once sold. There
is a company customer care department that takes care of complaints."
According to him, all products come with a six-month warranty.
This anomaly about the exchange policy smacks
of bad practice. Faulty goods are bad news, more so if they are
food or health products. If the sky shops shrug off responsibility,
exactly where does the consumer go?
Thus far, buying on TV has been a fun-and-games
thing. But if, as these companies predict, products and sales
mushroom rapidly, it's time some strong regulations were put in
place. Failing which, we say it's safer for you to stay on the
couch and watch cricket instead.
BY
JAYANT R. PAI
Forecast 2006-07
Investment vehicles wildly outdid expectations
last year. What's in store this year?
The
year 2005-06 has just drawn to a close; and it was an extraordinary
financial year in more ways than one. It was one of those rare
years when almost every asset class gave positive returns. While
one reason was genuine demand for the underlying value of most
investment options, the other was the sharp rise in inflows from
global institutional investors.
The crystal ball for 2006-07 is cloudy but
some indications emerge:
* Debt mutual funds will partially regain
lustre in line with rising interest rates. Also, the prevailing
liquidity crunch will compel banks to offer juicier rates on short-term
deposits. The tax break under Section 80C might help this asset
class
* Equity market returns may be muted (maybe
10-12 per cent), as earnings tail off from these levels owing
to stiff headwinds in the form of rising interest rates, oil prices,
labour costs and rising new paper issuances. However, as always,
certain sectors such as cement and engineering will outperform
the broad indices
* Precious metals will continue as preferred
hedges against inflation. The first Gold Exchange Traded Fund
is likely to be launched this year. Investors should look at this
for diversification.
* Real estate will continue to return around
15 per cent. However, incremental growth will be seen mostly in
non-metros. In Mumbai, the freeing up of mill lands may dampen
rates in some areas. Although housing demand will stay strong,
higher home loan rates may prove a big negative
* Art will gain ground as a credible investment
option. The newly instituted ET-Osian's Art Index has risen a
stupendous 221 per cent y-o-y, easily beating other asset classes.
However, it will stay an option only for the well-heeled investor.
The author is Vice-President, Parag
Parikh Financial Advisory Services
Value-picker's Corner
RPG LIFE SCIENCES; PRICE: Rs 193
Some new products and a restructuring later, RPG
life Sciences has recorded a turnaround, posting net profits of
Rs 3.64 crore for the quarter ended December 31, 2005, up from
a Rs 2-crore loss in the corresponding quarter in 2004. The only
Indian maker of fermentation-based products, Epirubicin and Doxorubicin,
this niche player is also looking to expand overseas. A debt restructuring
and arbitration programme can help the company save about Rs 25
crore. Profits will also come from the sale of investments (2005-06
investments: Rs 135 crore). Analysts call it a promising turnaround
story. At around 22 times, the stock is trading at a steep discount
to its peers on forward earnings.
-Mahesh Nayak
Trend-spotting
In the sustained sensex surge, sector funds have
again come into their own. The surprise punch, of course, comes
from FMCG, where schemes delivered an average return of 19.75 per
cent, outperforming index schemes (19.50 per cent) and closing in
on diversified schemes (22.86 per cent). "FMCG scored as volumes
soared and companies regained pricing power," says Paras Adenwala,
CIO (Equities), ING Vysya Mutual Fund. Although short-term churning
saw sectors like pharma (14.97 per cent), tech (12.49 per cent)
and auto (13.65 per cent) lagging, Adenwala predicts they might
look up in the coming months. Only banking continued its poor run,
with falling deposits and rising interest rates impacting bank incomes.
-MN
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