MODEL CODE OF CONDUCT FOR DIRECT SELLING AGENTS (DSAs) / DIRECT
MARKETING AGENTS (DMAs)
➢ Preamble
In accordance with the Model Code of Conduct for the Direct Selling Agents (DSAs) /
DIRECT MARKETING AGENTS (DMAs) issued by National Housing Bank vide Policy Circular
No. NHB (ND)/DRS Policy Circular No. 82/2017-18 dated October 17, 2017, IIFL Home
Finance Limited (Formerly known as India Infoline Housing Finance Limited) (hereinafter referred
to as ‘the Company’) has prepared a Code of Conduct for adoption and implementation by
DSAs / DMAs operating as Agents of the Company.
➢ Applicability
Upon adoption and inclusion as part of agreement between the Company and the DSA /
DMAs, this code will apply to all persons involved in marketing and distribution of any loan
or other financial product of the Company. The DSA / DMAs and its employees/
representatives must agree to abide by this code prior to undertaking any direct
marketing operation and distribution on behalf of the Company. Any employee or
representative of DSA / DMAs found to be violating this code shall be blacklisted and such
action taken shall be reported to the Company from time to time by the DSA / DMAs.
Failure to comply with this requirement may result in permanent termination of business
of the DSA / DMAs with the Company which may further lead to blacklisting of the
DSA/DMA.
A declaration shall be obtained and kept on record by the DSA / DMA, in its norms course
of business, from each of their employees / representatives before assigning them their
duties is annexed to this Code as Annexure 1.
➢ Tele-calling a prospective customer
Unsolicited Commercial Communications - National Do Not Call Registry (NCND)-
➢ The DSA/DMA shall –
1. in case engaged in the business solicitation vide telemarketing, have valid
registration certificate from the Department of Telecommunication (DoT),
Government of India, as Telemarketers.
2. Furnish the list of Telemarketers engaged by the DSA/DMAs along with the
registered telephone numbers being used by them for making telemarketing calls to
the Company. Accordingly, the Company shall further submit the list to TRAI; and
3. Get themselves registered with DoT as telemarketers.
➢ A prospect is to be contacted for sourcing the Company’s product / service or
related product / services only under the following circumstances:
MODEL CODE OF CONDUCT FOR DSAs/DMAs
1. When prospect has expressed a desire to acquire a housing loan/ financial product
through the Company’s internet site/ call centre/ Branch or through the Relationship
Manager at the Company or has been referred to by another prospect/ customer or
is an existing customer who has given consent for accepting calls on other products
of the Company.
2. When the prospect’s name/ telephone no/ address is available & has been obtained,
after taking his/ her consent.
3. The DSA / DMAs or employees/ representatives of the DSA / DMAs should not call a
person whose name/number is flagged in any “Do Not Disturb” list made available
to him/her.
➢ When to contact a prospect on telephone
1. Telephonic contact will be limited between 0930 Hrs and 1900 Hrs and shall ensure
that such call will not cause inconvenience to the prospect.
2. Calls earlier or later than the prescribed time period may be placed only when the
prospect has expressly authorized DSA / DMA or its employees to do so either in
writing or orally.
3. Residence / Business /office Address visit must normally be limited between 09:30
hours and 19:00 hours. Visit earlier or later than the prescribed time period may be
made only when prospect has expressly authorized DSA / DMA or/and its
employees / representatives to do so either in writing or orally
➢ Respect prospect’s privacy
DSA / DMA or/and its employees / representatives should respect a prospect’s privacy
and his/her interest may normally be discussed only with the prospect and with any other
individual/family member such as prospect’s accountant/secretary/ spouse only when
authorized to do so by the prospect.
➢ Leaving messages and contacting persons other than the prospect.
Calls must first be placed to the prospect. In the event the prospect is not available, a
message may be left for him/her. The aim of the message should be to get the prospect to
return the call or to check for a convenient time to call again. Ordinarily, such messages
may be restricted to:
“I am [●] [Name of Officer] representing IIFL Home Finance Ltd.(Formerly known as India
Infoline Housing Finance Limited) I have made this call for sale or distribution of [●][Name
of the Product]. You may kindly call me back at your convenient time or between 930 Hrs.
to 1900 Hrs. on [●][Phone Number]”
➢ No misleading statements/misrepresentations permitted
The DSA / DMA and/ or its employees/ representatives should not -
1. Mislead the prospect on any service / product offered;
2. Mislead the prospect about their business or organization’s name, or falsely
represent themselves.
MODEL CODE OF CONDUCT FOR DSAs/DMAs
3. Make any false / unauthorised commitment on behalf of The Company for any
facility/service.
➢ Telemarketing Etiquettes
1. Pre Call
• No calls prior to 0930 Hrs or post 1900 Hrs unless specifically requested.
• No serial dialing
• No calling on lists unless list is cleared by team leader
2. During Call
• Identify yourself, your company and your principal
• Request permission to proceed
• If denied permission, apologize and politely disconnect.
• State reason for your call
• Always offer to call back on landline, if call is made to a cell number
• Never interrupt or argue
• To the extent possible, talk in the language which is most comfortable to the
prospect
• Keep the conversation limited to business matters
• Check for understanding of “Most Important Terms and Conditions” by the
customer if he plans to buy the product
• Reconfirm next call or next visit details
• Provide your telephone no, your supervisor’s name or your Company’s officer
contact details if asked for by the customer.
• Thank the customer for his/her time
3. Post Call
• Customers who have expressed their lack of interest for the offering should not
be called for the next 3 months with the same offer.
• Provide feedback to the Company on customers who have expressed their
desire to be flagged “Do Not Disturb”.
• Never call or entertain calls from customers regarding products already sold.
• Advise them to contact the Customer Service Staff of the Company.
➢ Gifts or bribes
The DSA / DMA and/ or its employees/ representative will
1. Not accept gifts from prospects or bribes of any kind. Any employee/
representative offered a bribe or payment of any kind by a customer must report
the offer to his/ her management.
MODEL CODE OF CONDUCT FOR DSAs/DMAs
2. Not offer any gifts / gratitude in cash or in kind to the prospect / customer to solicit
business.
➢ Precautions to be taken on visits/ contacts
The DSA / DMA and/ or its employees/ representatives should:
1. Respect personal space – maintain adequate distance from the prospect.
2. Not enter the prospect’s residence/office against his/her wishes;
3. Not visit in large numbers – i.e. not more than one DSA employee/representative
and one supervisor, if required.
4. Respect the prospect’s privacy.
5. If the prospect is not present and only family members/office persons are present
at the time of the visit, he/she should end the visit with a request for the prospect
to call back.
6. Provide his/her telephone number, supervisor’s name or the concerned Company
officer’s contact details, if asked for by the customer.
7. Limit discussions with the prospect to the business and maintain a professional
distance.
➢ Other Important Aspects - Appearance & Dress Code
Employees/representatives of DSA / DMA must be appropriately dressed.
1. For men this means well ironed trousers, well ironed shirt, shirt sleeves preferably
buttoned down, formal shoes.
2. For women this means well ironed formal attire (saree, suit, etc.) and a well
groomed appearance.
3. Jeans and /or T- Shirt, open sandals are not considered appropriate for both men
and women.
➢ Handling of letters & other communication
Any communication sent to the prospect should be only in the mode and format approved
by the Company.
➢ Qualifications for DSA / DMA
Corporate DSA/DMA shall ensure that the Partnership Deed, Memorandum of Association
or any other document evidencing the constitution of the entity shall contain as one of its
main objects soliciting or procuring DSA / DMA business.
➢ Training to DSA / DMA or/and its employees / representative
Where DSA / DMA is seeking of engagement / empanelment with the Company, it or/and
its employees / representative will have to go through two-day preliminary training
(online/classroom) and a day training every year which shall be organized by the
Company. DSA/DMA shall maintain record of training and share with the Company
immediately after completion of training.
MODEL CODE OF CONDUCT FOR DSAs/DMAs
I acknowledge that I/we have read the said Model Code of Conduct and have fully
understood all the terms and conditions mentioned there in and declare that I/we shall
agree to abide by the said code of conduct in letter and spirit.
Signatures of DSA/DMA
Annexure 1
Declaration–Cum-Undertaking to be obtained by the DSA / DMA from its
employees/ representatives
Re: Code of Conduct
Dear Sir,
I am working in your company/firm as a _ . My job profile, inter-alia, includes
offering, explaining, sourcing, and assisting documentation of products and linked
services to prospects of IIFL Home Finance Limited(Formerly known as India Infoline Housing
Finance Limited) .
In the discharge of my duties, I am obligated to follow the Code of Conduct attached to
this document.
I confirm that I have read and understood and agree to abide by the Code of Conduct. I
further confirm that the trainer mentioned below has explained the contents in full to me.
In case of any violation, non-adherence to the said Code, you shall be entitled to take such
action against me as you may deem appropriate.
Signed on this day of _ 20_
Signature Name _ Agency
MODEL CODE OF CONDUCT FOR DSAs/DMAs
Signature of Trainer Name Company
Confidential Version 2017.0/15.12.2017
MODEL CODE OF CONDUCT FOR DSAs/DMAs
