Birla Sun Life Asset Management Company - Charting a Unique Success Trajectory

Abstract

Birla Sun Life Asset Management Company (BSL AMC) has been one of the most successful companies operating in the Indian mutual fund space. However, contrary to most of the industry players and the prima facie trend, BSL AMC focussed on debt funds to drive its success story. Interestingly the incumbent Chief Executive Officer, Balasubramanian, has been with the company since 1994 with a significant exposure to the Investments function. This case begins with an illustrated narration of the Indian mutual fund industry. Subsequently, the case examines the different value drivers, the top management characteristics and possible support from the equity partners, which aided the sustained competitive advantage of the organisation.