Axis Direct finally gets a launch
By Ankit Sharma
Jan 7, 2011
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Private sector lender, Axis Bank has finally introduced its online trading platform, Axis Direct on Wednesday.

The platform has been launched as a product of Axis Securities and Sales, a subsidiary of the lender. It will offer the customer multiple options for trading in cash, derivative, IPO related issues both on NSE and BSE.

Bank managing director and chief executive Shikha Sharma said, "a considerable amount of time has been invested in talking to customers, understanding the need-gaps and what we can do to bridge those gaps. We have tried to design and develop unique functionalities and make it easier for customers to invest in markets using AxisDirect. We've partnered with TCS to develop this platform."

CS managing director and chief executive N Chandrasekaran said, "TCS is happy to partner with Axis in launching this online broking initiative. What we've been able to do is to bring together the collective knowledge of TCS and Axis Bank in the capital markets space as well as latest technologies to give a very unique experience to customers."

Axis Securities and Sales joint managing director Modan Saha said "AxisDirect aims to simplify a customer's trading experience. The platform is designed to appeal to both experienced traders and beginners/new traders alike by offering them investment strategies in an integrated environment."


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