Frost & Sullivan Lauds ICICIdirect.com for its Outstanding Services and Value to Customers

LONDON, April 19, 2010 - Based on its recent research on the financial services market, Frost &
Sullivan presents ICICIdirect.com with the 2010 Indian Frost & Sullivan
Award for Customer Service Leadership. ICICIdirect.com is the largest equity
house in India with a total retail clientele of 1.9 million customers and 922
sub-brokers. It provides end-to-end solutions (including Web-based services)
through the largest non-banking distribution channel to cater to the diverse
needs of both retail and corporate customers.

(Logo: www.newscom.com/cgi-bin/prnh/20081117/FSLOGO)

Since the liberalization in the early 1990's, the financial sector in
India has undergone a complex process of restructuring; capitalizing of new
opportunities as well as responding to new challenges. The key challenge is
the quality of services offered by the companies, which can be leveraged
through constant upgrading of technology and product innovation (such as
mobile trading, digital contract notes, reward points for trading in various
products, and so on). In addition, the majority of customers are unaware of
the importance of the financial planning and the way to use the technology
(Internet) as a medium for trading in the securities market. However,
securities market participants can actually leverage this challenge as an
opportunity by educating people through seminars and free educational classes
and focussing on young customers that are more tech-savvy and have more
disposable income at hand.

Among the various participants in the Indian financial services market,
ICICIdirect.com stands out for its services as well as the high value for
clients. The company mainly operates in corporate finance including equity
capital markets advisory services, institutional equities and retail and
financial product distribution. Through its retail division, ICICI Direct,
the company offers wide range of products such as a platform to trade in
equity in both National Stock Exchange (NSE) and Bombay Stock Exchange (BSE),
Margin, MarginPlus, derivatives trading, overseas trading, mutual funds, IPOs
and on-line life insurance.

"ICICIdirect.com has a first-mover advantage in launching a low
bandwidth site, which helps in trading at high speed - even through low
bandwidth connections such as data card and GPRS," says Frost & Sullivan's
Research Analyst Harish Saraf. "Moreover, it has the first mover advantage in
its 3-in-1 solution that enables the retail customers to tie in their savings
bank, demat and brokerage accounts electronically and seamlessly."

The company follows the world class standards in maintaining its
timeliness of service. The company tracks over 150 internal and external
quality parameters, through its service quality tracking system. This helps
the company in identifying the frequency of a particular query and minimizing
the TAT for the same.

"ICICIdirect.com was the first broker in the industry to introduce
digitally signed contract notes and online statements to its customers, which
not only led to a paperless process between the brokers and customers, but
also helped minimize the time and cost of customers in procuring data," notes
Saraf. "In addition, the company initiated the low bandwidth mobile
application for enabling customers to trade from anywhere globally from their
Web site.

The company offers financial health check-up services through its
Automated Financial Planning module called Wealth Goal, Retirement,
Investment and Protection (G.R.I.P). The module helps the customers to plan
their finances across the life stage such as child education, retirement and
so on. It also allows clients to customize their portfolio/asset allocation
according to the risk-return appetite, which further helps them to maximize
their return at a certain risk exposure.

"ICICIdirect.com brings out the 'Money Manager Magazine' to help
customers understand the basics of financial planning and investments, track
markets, news, products and services," adds Saraf. "This magazine, which
updates the investors about the recent happenings in the market, has a
circulation of 700,000 - the highest among any financial magazine in India."

Overall, ICICIdirect.com scores high on the quality and timeliness of
its service as well as the impact of the service on customer value and
cost-effectiveness of the services to customers. These achievements make it
the worthy recipient of the 2010 Indian Frost & Sullivan Award for Customer
Service Leadership in the financial services market.

Frost & Sullivan Best Practices Awards recognize companies in a variety
of regional and global markets for demonstrating outstanding achievement and
superior performance in areas such as leadership, technological innovation,
customer service, and strategic product development. Industry analysts
compare market participants and measure performance through in-depth
interviews, analysis, and extensive secondary research in order to identify
best practices in the industry.

About ICICIdirect.com

ICICIdirect.com is the largest equity house in the country providing
end-to-end solutions through the largest non-banking distribution channel to
cater to both retail and corporate customers. The company has a dominant
position in the core segments of its operations - corporate finance including
equity capital markets advisory services, institutional equities, and retail
and financial product distribution. For more information, visit
www.icicisecurities.com.

About Frost & Sullivan

Frost & Sullivan, the Growth Partnership Company, enables clients to
accelerate growth and achieve best-in-class positions in growth, innovation
and leadership. The company's Growth Partnership Service provides the CEO and
the CEO's Growth Team with disciplined research and best-practice models to
drive the generation, evaluation, and implementation of powerful growth
strategies. Frost & Sullivan leverages over 45 years of experience in
partnering with Global 1000 companies, emerging businesses and the investment
community from 40 offices on six continents. To join our Growth Partnership,
please visit www.awards.frost.com.

    Contact:

    Ciara Jamie Connolly | Senior Events & Promotions Executive/ EMEA|
    Best Practices | Frost & Sullivan|
    ciara.connolly@frost.com |
    P: +44(0)207-915-7868 | F: +44(0)207-730-3343

www.frost.com

"We Accelerate Growth"

Ciara Jamie Connolly, Senior Events & Promotions Executive, EMEA, Best Practices, Frost & Sullivan, P: +44(0)207-915-7868, F: +44(0)207-730-3343, ciara.connolly at frost.com