Edelweiss's Business Strategy

Challenges in Differentiating

In a little over a decade Edelweiss have become a leader in Indian brokerage space displacing long entrenched players. Since Inception Edelweiss has built the largest domestic brokerage house in the equity space. The Indian market is growing, a lot of asset classes are evolving. As its strategy, Edelweiss is looking to build this intermediary business across other asset classes such as debt and commodity, currencies. Its Goal is to become the largest intermediary across multiple asset classes. In equity it wants to increase market share from current 5 to 7% in next 3 years. Below are the differentiating factors of Edelweiss from its competitors like MotilalOswal and Religare.

A. Research & Expertise: Out of the

A combination of entrepreneurial attitude, partnership culture along with wealth creation opportunity has pushed its growth trajectory.

ChetnaMalaviya, VP – HR, emphasizes that they constantly have to keep on innovating during the hiring process. Identifying the right talent is the main concern for the HR department. The diversification of its businesses has presented a new challenge – need for high quality leadership at senior and middle levels. It has continued to decentralize the HR function to the SBUs for handling diversification.

The financial services sector has lowest levels of employee engagement across all sectors, as per research by Weber Shandwick (a leading public relations firm). The study found that financial services sector had the lowest scores in terms of excitement with respect to the job, or a sense of shared goals and interest. Edelweiss though has performed employee engagement activities to a good extent.

1.FountainHeadLeadership: The company has a training Center at Alibaug called FountainHead. It is a world-class training hub with state-of-the-art infrastructure where the trainees share, exchange and bequeath knowledge. Around 3,253 employees have undertaken FountainHead Leadership

The Edelweiss brand is a respected brand enjoying widespread recognition due to consistent investment in diverse set of brand building efforts. It has targeted both conventional and unconventional channels. The ‘Ideas create, values protect’ tagline underlines all branding efforts. Edelweiss has been recognized by Superbrands India as the Business Superbrand in the year 2011.

Edelweiss is actively present at major social media platforms like Facebook, Youtube etc. With its high penetration through its 216 offices in 118 cities in India and abroad, Edelweiss has successfully created a relationship with customers at all contact points. This has been reflected in brand building. In achieving these levels of brand building, strong network of over 5000 sub-brokers has been instrumental. Edelweiss is also using its resources for grabbing attention. They have installed hoardings on their office exteriors located at prime locations. The brand Edelweiss today is a recognized brand in capital markets backed by focus on execution and innovation. Innovation has been reflected by leadership in New Products, Asset Classes and New Client