Avendus Group is a leading provider of financial services, with an emphasis on customised solutions in the areas of investment banking (financial advisory and capital markets), wealth management and alternative asset management, to its clients who include institutional investors, corporates and high net worth families. Avendus is headquartered in Mumbai and has offices in Bengaluru and New Delhi. The brand’s USP lies in its deep domain expertise, client centricity and a culture that emphasises strong orientation to excellence. These factors drive the expertise in helping create and unlock value for its clients. Its organisational DNA aligns very well with first generation entrepreneurs and clients who are at the cusp of change. The company’s researchbacked involvement and engagement helps clients unlock the true potential and value of their businesses.
The group relies on its extensive experience, in-depth domain understanding and knowledge of the regulatory environment. These norms apply to everything the company does, and is a benchmark to live up to. These standards pull the company to stretch its capabilities. They push the company from below, to make it surpass itself. By setting a higher benchmark, Avendus is continuously raising the bar to higher levels of accomplishment.
At Avendus, the advisory team for each industry vertical has developed its own thought leadership and domain expertise.This helps the company to partner with their clients across business cycles, thanks to the in-depth understanding of the dynamics specific to their industries. The company partners with them through various stages of business growth, helping them find the right business partners, critical for long term business expansion and value maximisation. It gives tailor-made solutions and is nimble enough to customise products and services as per the client’s needs and situation. The company’s communication strategy revolves around the key message that Avendus is the partner of choice for exceptional entrepreneurs for their business and personal financial needs. To showcase the expanse of their work and the people who drive it, it has been particularly steering away from promoter personality based profiling.
Their reputation management and engagement strategy is based primarily on thought leadership. The company also realises the importance of credible third party endorsement in the process of performance ratification and perception management. Taking this strategy forward, the company was the first alternative asset management firm in India to take the route of getting its out-fund performance rated by Morningstar. Avendus plans to become the trusted advisor of choice in the financial advisory ecosystem. It aims to be the partner of choice for entrepreneurs and looks to create a high quality financial services firm out of India which has great relevance in sectors where India has an advantage such as technology and digital media.