** Shares of the asset management unit of Aditya Birla Sun
Life ADIE.NS began trading at 715 rupees vs IPO price band of
695-712 rupees/share
** ADIE shares rose as much as 722.90 rupees in morning
trade but were trading flat as of 0645 GMT
** The offer for sale comprised of up to 36 mln shares sold
by ADIE's promoters Aditya Birla Capital ADTB.NS and Sun Life
SLF.TO (India) AMC Investments
** Co expects this IPO will help enhance its visibility and
brand image
** Aditya Birla Sun Life AMC - a JV between ADTB and SLF's
asset management ops in India - had a total AUM of over 2.94
trln rupees ($39.13 bln ) as of June 30
** During the past decade, ADIE has consistently featured
among the top five Indian asset management firms - HDFC
Securities
** Brokerage firm Anand Rathi Research gave the IPO a
"subscribe" rating, citing the co's well-recognized promoters,
growing individual investor customer base and diverse product
portfolio
($1 = 75.1330 Indian rupees)
(Reporting by Shivani Singh in Bengaluru)
((ShivaniSingh1@thomsonreuters.com; +91 89 6969 2349))