The concerned company obtains the details of beneficiary holders and their holdings from NSDL / CDSL. Your entitlement will be credited by the company directly in your NSDL / CDSL Axis Securities Ltd Demat A/c, if you hold the shares in your demat account before the company's record date, the usualy turn around time for the company to credit the shares in your demat account is 10 to 15 days.