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Axis Brand Equity Portfolio is a compact portfolio investing in equity that endeavours to achieve long term capital appreciation through investment in companies with 'strong brands'. The allocation will consist of best ideas within this space. This is a distinctive approach that yields returns and propels you towards a rewarding and bold future.

THE PORTFOLIO SEEKS TO BUY BUSINESSES WITH STRONG BRANDS THAT PROVIDE

Sustainable Competitive Advantage

Investing in companies that outperform competitors

Capable Management Team

Leadership that drives growth

Good Corporate Governance

Serving the interests of all stakeholders, maintaining ethical practice

In order to analyse the potential for long term wealth creation through investments in Brands as a theme, a passive index called 'India Brands Index' was created from the S&P BSE 200 Index constituents. Based on the average for 2006, 2007 and 2008, stocks were shortlisted based on their 1) Brand spend 2) Return on Equity and 3) Growth in Revenue. Performance was simulated from April 2009 onwards.

The performance of the Index versus the S&P BSE 200 Index over the period from April 2009 to July 2016 is as below:

Parameter India Brands Index S&P BSE 200 Index
Return (CAGR) 22.3% 15.2%
Volatility (Annualised) 15.5% 20.6%
Objective Long term capital appreciation through investment in companies with 'strong brands'.
Investment Style Bottom-up
Growth-biased
Buy-and-Hold
Portfolio Construct Compact Best Ideas Portfolio
Low-churn
3-5 year investment horizon
Benchmark S&P BSE 200 Index
Minimum Initial Investment Amount Rs. 25 lakhs & in multiples of Rs. 1 lakh thereafter
Minimum Additional Investment Amount Rs. 5 lakhs & in multiples of Rs. 1 lakh thereafter

Please refer to the PMS Term Sheet for the complete details on fees, termination charges and other Terms & Conditions.

The Portfolio Manager does not indicate any guarantee for capital/returns.