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Axis bankReinventing banking : 

Axis bankReinventing banking Presented by : Nikunj Shah Reshma Sonawane Jayesh Surve Sanil Tharwal Ankita Trivedi

Indian Banking System : 

Indian Banking System

History of Banking in India : 

History of Banking in India The first bank in India, though conservative, was established in 1786. the journey of Indian Banking System can be segregated into three distinct phases.

Phase 1 1786 to 1969 : 

Phase 1 1786 to 1969 1786 : The General Bank of India Next came Bank of Hindustan and Bengal Bank. The East India Company established Bank of Bengal (1809), Bank of Bombay (1840) and Bank of Madras (1843) as independent units and called it Presidency Banks. These three banks were amalgamated in 1920 and Imperial Bank of India was established which started as private shareholders banks.

Slide 5: 

In 1865 Allahabad Bank was established and first time exclusively by Indians, Punjab National Bank Ltd. was set up in 1894 with headquarters at Lahore. Between 1906 and 1913, Bank of India, Central Bank of India, Bank of Baroda, Canara Bank, Indian Bank, and Bank of Mysore were set up. Reserve Bank of India came in 1935.

Slide 6: 

During the first phase the growth was very slow Banks also experienced periodic failures between 1913 and 1948. There were approximately 1100 banks, mostly small. the Government of India came up with The Banking Companies Act, 1949 which was later changed to Banking Regulation Act 1949 as per amending Act of 1965 (Act No. 23 of 1965). Reserve Bank of India was vested with extensive powers for the supervision of banking in India as the Central Banking Authority.

Phase 2 : 

Phase 2 In 1955, it nationalised Imperial Bank of India with extensive banking facilities on a large scale specially in rural and semi-urban areas. It formed State Bank of India to act as the principal agent of RBI 7 Banks formed subsidiary of State Bank of India were nationalised.

Slide 8: 

It was the effort of the then Prime Minister of India, Mrs. Indira Gandhi. 14 major commercial banks in the country was nationalised. The branches of the public sector bank India rose to approximately 800% in deposits and advances took a huge jump by 11,000%.

Phase 3 : 

Phase 3 This phase has introduced many more products and facilities in the banking sector in its reforms measure. In 1991, under the chairmanship of M Narasimha, a committee was set up by his name which worked for the liberalisation of banking practices. The country is flooded with foreign banks and their ATM stations.

Slide 10: 

Efforts were being put to give a satisfactory service to customers. Phone banking and net banking was introduced. The entire system became more convenient and swift. Time was given more importance than money.

Emergence of Private Banks : 

Emergence of Private Banks Private banking in India was practiced since the beginning of banking system in India. The first Private Bank in India to receive an in principle approval from the Reserve Bank of India was Housing Development Finance Corporation Limited. It was incorporated in August 1994 as HDFC Bank Limited with registered office in Mumbai and commenced operations as Scheduled Commercial Bank in January 1995.

List of Private Banks in India : 

List of Private Banks in India Bank of Punjab Bank of Rajasthan Catholic Syrian Bank Centurion Bank City Union Bank Dhanalakshmi Bank Development Credit Bank Federal Bank HDFC Bank ICICI Bank IDBI Bank IndusInd Bank ING Vysya Bank Jammu & Kashmir Bank Karnataka Bank Karur Vysya Bank Laxmi Vilas Bank South Indian Bank United Western Bank UTI Bank



Introduction : 

Introduction Axis Bank (Formerly known as UTI) was one of the few private banks to have began operations in 1994 The Bank was promoted jointly by the Administrator of the specified undertaking of the Unit Trust of India (UTI) Life Insurance Corporation of India (LIC). General Insurance Corporation Ltd (GIC). National Insurance Company Ltd. The New India Assurance Company. The Oriental Insurance Corporation. United Insurance Company Ltd.

Journey From UTI to AXIS : 

Journey From UTI to AXIS

1994-1997 : 

1994-1997 Incorporated as UTI Bank, headquartered in Mumbai First Branch inaugurated at Ahmedabad Completes first profitable year in operation in 1995 Deposit crosses Rs.10bn mark in 1996

1998-2000 : 

1998-2000 Successfully completes its IPO in 1998 and gets itself listed on NSE and BSE Cash management services as well as credit card launched Profit crosses Rs.500m in 2000 Launches Internet banking module, iConnect retail loans introduced Financial advisory services and e-commerce introduced Second largest ATM network in the country with 200 ATMs

2001-2005 : 

2001-2005 Private placement of 26% stake to CDC Capital Partners Deposit crosses Rs.100bn mark in 2001, advances crosses Rs.50bn First commercial bank to open an ATM at a post office Crosses the 1,000 ATM mark in 2003 Gets listed on the London Stock Exchange, raises $239.3m

2006-2008 : 

2006-2008 Opens its first international branch in Singapore Opens Representative Office in Shanghai Crosses the 2,000 ATM mark in 2006 Opens a Full Licence Bank Branch in Hong Kong Re-brands itself as Axis Bank Mumbai, Jul 30 2007 : UTI Bank on Monday rechristened itself as Axis Bank.




THERE ARE 3 MAIN REASONS They had to give up the UTI name after using it for 13 years as we were not prepared to accept terms and conditions (including royalty) from UTI AMC The decision to rebrand itself was taken by the bank as it was allowed to use the 'UTI' brand name for free till January 31, 2008, beyond which it had to pay royalty for using the name.

Slide 22: 

2. The recommendation for name change to Axis Bank has arisen from the existence of several shareholder-unrelated entities using the UTI brand, and the consequent brand confusion that this generates

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3. The name UTI bank was changed to AXIS bank as UTI gave a look of government sector bank. They had to change our name to have our own brand and identity.

Rebranding Exercise : 

Rebranding Exercise "The name was taken into effect consequent to the approval of shareholders, Reserve Bank of India and the central government (Registrar of Companies). The UTI brand is owned by UTI Asset Management Company The bank would change logo and colour of logo the bank is likely to spend around Rs 50 crore in the re-branding exercise. The bank acquired the services of Ogilvy & Mather (O&M) to design and implement the rebranding campaign

The new name AXIS : 

The new name AXIS The new name was chosen considering the bank’s pan-Indian as well as international presence. The first time that a bank has dropped an established brand for an unknown name.  The name Axis is chosen as it is simple and it conveys a sense of solidity and a sense of maturity. It also has a universal appeal.

The New Logo : 

The New Logo The logo depicts a strong growth path for the bank supported by a strong base, indicating that the bank is moving on from a position of strength.



Mission : 

Mission Customer Service and Product Innovation tuned to diverse needs of individual and corporate clientele. Continuous technology up gradation while maintaining human values. Progressive globalization and achieving international standards. Efficiency and effectiveness built on ethical practices.

Core Values of Axis : 

Core Values of Axis Customer Satisfaction through Providing quality service effectively and efficiently "Smile, it enhances your face value" is a service quality stressed on Periodic Customer Service Audits Maximizations of Stakeholder value Success through Teamwork, Integrity and People

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The banks business is divided into four segments: Retail, corporate, treasury and merchant banking. Apart from this the bank is also into insurance, investment banking, mortgage financing, credit cards, and depository services amongst others. it is also registered on the following exchanges: OTCEI BSE NSE London stock exchange

Services : 

Services Retail banking Deposits schemes Loans and advances Personal loans Housing loans Cards Consumer durables Auto loans

Slide 32: 

Personal banking Accounts Term deposit Fixed deposit Recurring deposit Cards Different variant like: Gold plus card, Gold card, Silver & silver plus cards.

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Corporate banking Accounts Normal Current Account Trust/NGO Savings Account Services Private Equity, Mergers & Acquisitions Advisory Services Capital Market Funding E-Broking

Recent Developments : 

Recent Developments Shikha Sharma was named as the bank's managing director and CEO on 20 April 2009. As on the year ended March 31, 2009 the Bank had a net profit of Rs 1,815.36crores The bank now has 835 branches including extension networks across 30 States and 4 Union Territories.

Slide 35: 

The bank also has overseas offices in Singapore, China, Hong Kong and Dubai. Crosses the 3,723 ATM mark in 2009 Launches Platinum Credit Card, India's first EMV chip based card Axis Bank is now trading at Rs 911.85 (17th sep).

Axis Bank : 

Axis Bank Financial Overview

Axis Financial Position : 

Axis Financial Position Rs in crs.

Axis Bank Ratio Analysis : 

Axis Bank Ratio Analysis

Revenue Break – up of Axis : 

Revenue Break – up of Axis Rs in crs

Comparative Analysis : 

Comparative Analysis As on Mar 09. Rs in crs

Comparative Ratio Analysis : 

Comparative Ratio Analysis

Comparative Reach Analysis : 

Comparative Reach Analysis

Axis Bank : 

Axis Bank Marketing Overview

Marketing Management : 

Marketing Management

Marketing Objectives : 

Marketing Objectives Axis Bank want to achieve following marketing objectives by the end of the year 2011. To get the market capitalization 500 Crore To get the 200 Crore retail investment. To get 125 Crore Corporate investments. To get the 175 Crore Capital investments.


REBRANDING Has retained the burgundy color, but has changed the logo. Spend around Rs50 Crore in the re-branding exercise. Had hired advertising firm O&M.

Bankers Identify Near-Team and Long Term Concerns : 

Bankers Identify Near-Team and Long Term Concerns





Competitive Strategy : 

Competitive Strategy For the private sector banks: Differentiation on the basis of area coverage. Restricted Reach. Level of service is the same. Axis got advantage because of Product Innovation.

Competitive Strategy : 

Competitive Strategy For the government sector banks High level of service quality and through product innovation. AXIS not any where near, but has created a different set of segment. People who believe in the higher set of services

Competitive Strategy : 

Competitive Strategy For the International Banks : Differentiated itself on the base of the reach and coverage to the people. Service level is somewhat same. In the future these banks may create a problem.

Features Of Axis Bank : 

Features Of Axis Bank Anywhere Banking Instant Fund Transfer Internet Banking At-Par (Multicity) Chequebook ATM cum Debit Card Mobile Banking Phone Banking

Marketing Mix in Banking Industries : 

Marketing Mix in Banking Industries Product. Price. Place. Promotion. Other than these: People. Process. Physical Evidence. Penetration Pricing.


7 P’s OF MARKETING OF AXIS BANK Product Mix: Deposits Investments Anywhere banking Loans Cards Mobile banking NRI services


PRICING MIX Value for money. Lower fee charged.


PLACE MIX Making available the promised services to the ultimate users. Selecting a suitable place for bank branches. Plans to set up 210 more branches across the country in this fiscal.


PROMOTION MIX Advertising Print media Publicity Sales promotion Personal selling Telemarketing


PROCESS MIX Flow of activities Standardization Customization Number of steps Simplicity


PHYSICAL EVIDENCE Internet Paperwork Brochures Furnishings Business cards Tangibles Punch lines Employee’s dress code




STP ANALYSIS Segmentation strategy Demographics variables Location Metros & divisional cities Occupation Business persons Salaried class (both Govt. and private) Working woman Age Senior citizens Minor Psychographic variables Lifestyle The people who believes in modern banking with higher set of services i.e. Internet banking (icontact, mobile refill, travel currency card etc.).

Targeting strategy : 

Targeting strategy Target market Corporate banking market: This market target the industries and fulfil their financial needs. Capital market: This segment is targeted on the long term needs of the individual as well as of industries Retail banking market: This segment is for the retail investor and provide them short term financial credit for their personal, household needs.

Slide 86: 

Targeting strategy Selective specialization strategy Here the bank selected a number of segments, each objectively attractive & appropriate. There may be little or low synergy among the segment but each segment proves to be worth full for it. If we take the example of cards then Axis bank have separate set of credit cards, each targeted at different set of people i.e. segment and each one has its own importance for the bank.

Positioning strategy : 

Positioning strategy Axis bank has positioned itself as a bank which gives higher standard of services through product innovation for the diverse need of individual & corporate clients. So they want to highlight following points in their positioning statement: Customer centric Service oriented Product innovation

The Key Target Audience Worksheet : 

The Key Target Audience Worksheet Where does sales and usage come from? From urban and sub-urban areas. Does marketing objective require trial or continued usage? Continuous usage. What do we know about our target segment? People bothered more about the services more in the STP analysis. Who are the decision makers? User of the services.

The Communication Strategy Worksheet : 

The Communication Strategy Worksheet What are the Communication Objectives ? Bring the bank into the top 3 banks in India. (At present it is on 6th position). Generate Brand awareness. Develop positive attitude about the brand. Give product information. Communicate Bank’s emphasis on high standard of services. Result of the communication exercise: Image change about the bank. Purchase our services.

The fact that the top 9 banks account for barely 57.8% of the market share suggests that several smaller players occupy the remaining 42.2% : 

The fact that the top 9 banks account for barely 57.8% of the market share suggests that several smaller players occupy the remaining 42.2%

Slide 91: 


AXIS Eligibility Criteria : 

AXIS Eligibility Criteria (AQB) of Rs. 1 Lakh in your savings account (75,000 if in case you have a salary account with Axis Bank) Rs. 5 lacs in combination of your savings and term deposits (Minimum AQB of Rs. 50,000 in the savings account) Minimum Average quarterly relationship of Rs. 10 lacs across members of the same family - subject to a minimum (AQB) of Rs. 80,000 being maintained in the savings account of each member and the remaining amount in Term Deposits

Axis Bank : 

Axis Bank H. R. Overview


OBJECTIVES OF HRD IN AXIS BANK Initiate & institutionalize globally competitive HR practices. Put in place relevant HRD strategies and use modern methodologies. Create a performance-driven culture and an exciting workplace. Create a pool of entrepreneurial managers and business leaders. Create a learning organization for employees .


FUNCTIONS OF HRD Ultimate aim of the human resources function is to build and manage a motivated pool of professionals delivering optimum value to customers. Major platforms on which the success of the bank's corporate strategy rests is bringing on board the requisite skills. Young bank with an average age of 29 years and a talent pool comprising a mix of new recruits and experienced officers.

CONTD…… : 

CONTD…… Training-Scheduling. Performance Management. Compensation/Reward Administration. Grievance Handling.




HR BLUEPRINT FOR BUSINESS DRIVEN HR REFORMS HR Steering Committee KHOJ Sampark Paramarsh Axis Financial Rewards For Business Leaders Mep-tikshna Hr Policy For Overseas Selection & Deployment Hr Resourcing Policy Performance Appraisal System For Clerical And Sub-staff Axis LEADERSHIP DEVELOPMENT CENTRE



Axis Bank : 

Axis Bank Information System Overview


INFORMATION SYSTEM Implemented a new derivatives system-- Summit FT with the help of global financial applications provider – Misys. Provides ability to structure derivative products in real time and give a single view of the entire transaction to the customer The bank hopes to leverage the ability to rationalize its currently dispersed functions to provide a single view of every transaction to customers.

CONTD….. : 

CONTD….. Apart from creating a new derivatives product, it also helps from a regulatory compliance standpoint. RBI favors transparent online systems that can track every transaction and report it exactly as it is. An automated system removes this anomaly and improve compliance to a great extent.


SUNTEC’S TOOL FOR AXIS BANK AXIS Bank Chose SunTec Business Solutions software to centralize and streamline the bank’s pricing and billing processes. Implemented a solution that helps Axis Bank create personalized product packages and manage fee billing for payment and cash management, while having a unified view of its customers. Axis Bank is SunTec’s second banking services client in India, after ICICI Bank.


SOFTWARE RESOURCES RisKompass: Pyxis systems has provided AXIS bank its RisKompass as the software solution for financial derivatives risk management. It enables clients to manage derivative trades in a further controlled way from the front to back office. Automated system that can be accessed by anyone on the different locations of the bank. Smoother deal processing, with verifying and online risk monitoring mechanism. The system is user friendly, and the software offers good portfolio management features.


OTHER SOFTWARES Atom Technologies, A Subsidiary Of The Bse-listed Financial Technologies (India) Ltd (FTIL), Which Runs The Multi Commodity Exchange Of India Has Innovated A Technology, Which Enables Mobile Payments. Electronic Clearing Service (ECS Credit) . NEFT. Real Time Gross Settlement (RTGS).


ORGANISATION TRANSACTION PROCESSING SYSTEM: EBS (E-Billing Solutions): It is the Merchant Account providing company partnered with Axis Bank. Visualizes you how to become more competitive and help you to make the changes to your online payment processing for risk free business. EBS "Payment Gateway" is specifically designed to accommodate the increasing demand by e-commerce companies for sophisticated payment solutions to tap the enormous opportunities for global Internet transactions.




TECHNOLOGICAL ADVANCEMENTS Extensive Network . Centralized Service Desk. Comprehensive MIS . Mobile Alert Service.

Operations Perspective : 

Operations Perspective

Rebranding : 

Rebranding UTI Bank has changed its name to Axis Bank Ltd Immediately, the bank replaced signages Informed customers about the brand change through various channels Restructured its operations after rebranding

How their strategy changed after rebranding: : 

How their strategy changed after rebranding: Earlier they were only customer centric NOW they have added Service centric and product innovation into their strategy.

Information Technology: : 

Information Technology: Played a vital role in growth of organization To retain a competitive edge, the Bank's technology infrastructure is continuously upgraded Use of technology- first among Indian banks in submitting centralised Return for foreign exchange transactions first bank in the India to market EMV chip embedded Debit Platinum, Travel Currency and Credit Platinum cards

New Initiatives : 

New Initiatives

Remittance Card: : 

Remittance Card: A unique product that has changed the way money is sent across borders. Available as a delivery mode for remittances made through the Web Portal Based on the remitter’s request, a personalised Remittance Card is prepared for the beneficiary, which is preloaded with the funds remitted to him in INR.

VISA Money Transfer Service: : 

VISA Money Transfer Service: To send money from an AXIS Bank account to any of the VISA Cards issued in India To pay VISA credit card bills by giving the card number and making a direct payment The sender’s account would be debited instantaneously with the transferred amount, but the funds will reach the beneficiary’s VISA Card within one or two days. The service has been enabled through all Axis bank’s ATMs and i-Connect (Internet Banking)

EMV standard based Platinum Credit Card: : 

EMV standard based Platinum Credit Card: Card has an embedded chip, which stores cardholder’s information in an encrypted format, thereby providing the highest level of security to the cardholder against possible misuse. Offers clear authentication of debit and credit payments combined with easy fraud detection. The chip cannot be duplicated, ruling out counterfeiting and skimming. This makes your card safer and secure than any other card in India.

How does it work:- : 

How does it work:- Step 1:  The merchant inserts the chip card into his EDC terminal in the chip reader slot. The card need not be swiped. The card remains inserted in the terminal throughout the transaction .

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Step 2: The purchase amount is entered in the terminal. Once the purchase is approved a receipt will be printed.

Slide 120: 

Step 3: The Cardholder signs the receipt and removes his/her card from the terminal.

Strategic Tie-ups : 

Strategic Tie-ups

Tie- up with Banque Privee Edmond de Rothschild Europe: : 

Tie- up with Banque Privee Edmond de Rothschild Europe: Axis Bank and Banque Privee Edmond de Rothschild Europe have signed an agreement on September 19, 2007 in Luxembourg. Agreement enabled both organisations to work together and provide Wealth Management solutions to overseas Indians. The tie-up will also enable Axis Bank to offer investment opportunities in global financial products for overseas Indians and will offer the joint products through its branches in Hong Kong, Singapore and Dubai.

Tie-ups with various Govt. Departments: : 

Tie-ups with various Govt. Departments: Govt. Departments: DGFT ePayments MCD - Municipal Tax or Fees ePayments MCD - eTendering Project Sampark - Utility Bill ePayments Bangalore One Project - Utility Bill ePayments

Alternate Channels: : 

Alternate Channels: ATM Channel Internet Banking Channel Mobile Banking Channel

ATM Channel : 

ATM Channel All its ATMs are connected to Base24 ATM switch The Bank through its ATMs offers the following services: Banking Services Mobile Airtime Refill Bill Payment e.g.: BSNL, MTNL Life Insurance Corporation Premium Payment Purchase and redemption of UTI Mutual Fund Schemes through the ATM.

Shared resource: : 

Shared resource: Bilateral ATM sharing arrangement: State Bank of India ABN Amro Bank Bank of Rajasthan Karur Vysya Bank Andhra Bank Multilateral ATM sharing arrangement: Cashnet (A shared network run by Euronet India Pvt. Ltd.) BANCS (Formerly known as Swadhan. Now run by E Funds Ltd.)

Internet Banking Channel: : 

Internet Banking Channel: Axis bank provides a number of value-added services on the Internet banking platform Services: a) Funds Transfers To the customers own Axis Bank account To any Axis bank account To any account in any other bank in India (Power Transfer)

b) Bill Payment : 

b) Bill Payment Presentment or EBPP (Electronic Bill Presentment & Payment): Bill presentment happens The biller will send an electronic version of the bill for acceptance and payment Direct Payment: No bill presentment happens The customer is free to select the biller and pay accordingly to his convenience. c) Shopping etc.

Mobile Banking Channel: : 

Mobile Banking Channel: Debit or credit in your account:Receive alerts on your mobile phone every time there is a debit or credit in your Axis Bank account for more than Rs. 5,000 You can also request for the following information: - Balance - Last three Transactions - Know the status of your cheque - Request security balance in demat account

Growth Prospects of Axis : 

Growth Prospects of Axis Over the last five years, the CAGR for loan growth for the banking industry has been 25-26 per cent; for Axis Bank it has been above 40 per cent. Nonetheless, the bank is still expected to grow its loan portfolio at 1.5-1.7x the industry average. In FY09 its advances grew at the rate of 37.5 per cent. In FY10 they are expected to grow at the rate of 27-28 per cent and in FY11 at 25 per cent. For the banking industry as a whole, the loan book is expected to grow at 18 per cent in FY10 and 16 per cent in FY11. Thus, Axis Bank’s fast pace of growth is expected to sustain over the next couple of years.

Conclusion !!!! : 

Conclusion !!!! AXIS bank has differentiated itself very well on the basis of high level service and product quality. They have successfully implemented the change and due to this their market share has increased only despite of tough competition prevails.

Thank you : 

Thank you