A Training Report submitted in partial fulfillment of the requirements for the award of the Degree of the master of Business Administration (Industry Integrated), Gauhati University on NEW DELHI INSTITUTE OF MANAGEMENT STUDIES, NEW DELHI


Under Organization Guidance of: Mr. Dinesh Prasad Sales Manager Kingsway camp, Delhi

Under Institutional Guidance of: Mrs. Deepti Gaur

Prepared And Submitted By: Rajeev Ranjan G.U.Registration No.3355 of 2009-2010



This is to certify that Rajeev Ranjan, a student of the Gauhati University has prepared her Training Report entitled “HDFC BANK LTD. (Delhi)”Under my guidance. He has Fulfilled all requirements under the regulations of the MBA (IIP) Gauhati University, leading to the MBA (IIP) degree. This work is the result of his own investigation and the project; neither as a whole nor any part of it was submitted to any other University or Educational Institute for any research or diploma.

I wish his all success in life.


STUDENTS DECLARATION I hereby declare that the Project & Training Report On Customer preference & attributes towards Saving & Current Account of HDFC BANK LTD. Under the guidance of MR.DINESH PRASAD (SALES MANAGER) Submitted in partial fulfillment of the requirements of MASTER OF BUSINESS ADMINISTRATION (Industry Integrated) TO

GAUHATI UNIVERSITY, GAWHATI Is my original work and the same has not been submitted for the award of any degree/ diploma/ fellowship or other similar titles or prizes.




Reg. No.3355


TO The Director NIAM New Delhi

This is to certify that Mr. Rajeev Ranjan of MBA (Industry Integrated) course of Gauhati University, Gawhati at New Delhi Institute of management studies Learning center has undergone management training at our Organization from MAY 4, 2009 .

His performance during the training period was Excellence.

Authorized Signature:





1.1 1.2

General introduction about the sector. Industry profile. A, Origin and development of the industry. B. Growth and present status of industry. C. Future of the industry. 16-34

CHAPTER 2. PROFILE OF THE ORGANIZATION 2.1 Origin of the organization. 2.2 Growth and development of the organization. 2.3 Present status of the organization. 2.4 Functional Departments of the organization. 2.5 Organization structure and organization chart. 2.6 Product and services profile of the organization competitors. 2.7 Market profile of the Organization. CHAPTER 3. DISCUSSIONS ON TRAINING. 3.1 Student’s work profile (role and responsibilities) 3.2 descriptions of live experiences. CHAPTER 4. STUDY OF SELECTED RESEARCH PROBLEM 4.1 Statement of research problem. 4.2 Statement of research objectives. 4.3 Research design and methodology. CHAPTER 5. ANALYSIS 5.1 Analysis of data. 5.2 Summary of Finding. CHAPTER 5. SUMMARY AND CONCLUTIONS. 5.1 Summary of Learning Experience 5.2 Conclusions and Recommendations





Appendix 70-73 Annexure like copy of questionnaires, interview schedule, leaflets, brochures, photographs to be enclosed. Bibliography 74



I, RAJEEV RANJAN, MBA Student in NEW DELHI INSTITUTE OF MANAGEMENT STUDIES, OKHLA NEW DELHI is highly grateful to all those who guided me in completing this project.

First of all, I would like to pay my heartiest thanks to entire family of HDFC BANK especially Mr. Dharmender Kumar, CASA Team Leader, who provided me such a wonderful opportunity to do Summer Training and provided their valuable suggestions in understanding the work of Research Project. Last but not the least; I would like to thanks all faculties of NEW DELHI INSTITUTE OF MANAGEMENT STUDIES, OKHLA NEW DELHI, who gave me the useful tips and suggestions regarding project. I would like to thanks my project manager, Deepti Gaur for imparting his valuable guidance to me. Words can never express the deep sense of gratitude, I feel for HDFC BANK employees, who has been a constant source of inspiration and encouragement for me.




1.1 General introduction about the banking sector.

INDIAN BANKING SECTOR The banking system in India is significantly different from that of other Asian nations because of the country’s unique geographic, social, and economic characteristics. India has a large population and land size, a diverse culture, and extreme disparities in income, Which are marked among its regions? There are high levels of illiteracy among a large percentage of its population but, at the same time, the country has a large reservoir of managerial and technologically advanced talents. Between about 30 and 35 percent of the population resides in metro and urban cities and the rest is spread in several semi-urban and rural centers. The country’s economic policy framework combines socialistic and capitalistic features with a heavy bias towards public sector investment. India has followed the path of growth-led exports rather than the “exported growth” of other Asian economies, with emphasis on self-reliance through import substitution. These features are reflected in the structure, size, and diversity of the country’s banking and financial sector. The banking system has had to serve the goals of economic policies enunciated in successive five year development plans, particularly concerning equitable income distribution, balanced regional economic growth, and the reduction and elimination of


private sector monopolies in trade and industry. In order for the banking industry to serve as an instrument of state policy, it was subjected to various nationalization Schemes in different phases (1955, 1969, and 1980). As a result, banking remained internationally Isolated (few Indian banks had presence abroad in international financial centers) because of preoccupations with domestic priorities, especially massive branch expansion and attracting more people to the system. Moreover, the sector has been assigned the role of providing support to other economic sectors such as agriculture, small-scale industries, Exports and banking activities in the developed commercial centers (i.e., metro, urban, and a limited number of semi-urban centers). The banking system’s international isolation was also due to strict branch licensing controls on foreign banks already operating in the country as well as Entry restrictions facing new foreign banks. A criterion of reciprocity is required for any Indian bank to open an office abroad. 1.2 Industry profile A. Origin and development of the industry Scheduled Banks in India (A) Scheduled Commercial Banks

Public sector Banks (28) Nationalized Bank Other Public Sector Banks

Private sector Banks (27) Old Private Banks New Private Banks

Foreign Banks in India (29)

Regional Rural Bank (102)


(IDBI) SBI and its Associates (B) Scheduled Cooperative Banks

Scheduled Urban Cooperative Banks (55)

Scheduled State Cooperative Banks (31)

Here we more concerned about private sector banks and competition among them. Today, there are 27 private sector banks in the banking sector: 19 old private sector banks and 8 new private sector banks. These new banks have brought in state-ofthe-art technology and Aggressively marketed their products. The Public sector banks are Facing a stiff competition from the new private sector banks. The banks which have been setup in the 1990s under the guidelines Of the Narasimham Committee are referred to as NEW PRIVATE SECTOR BANKS. New Private Sector Banks Superior Financial Services Designed Innovative Products Tapped new markets Accessed Low cost NRI funds Greater efficiency


The Indian banking market is growing at an astonishing rate, with Assets expected to reach US$1 trillion by 2010. An expanding Economy, middle class, and technological innovations are all Contributing to this growth. The country’s middle class accounts for over 320 million people. In correlation with the growth of the economy, rising income levels, increased standard of living, and affordability of banking products are promising factors for continued expansion.

The Indian banking Industry is in the middle of an IT revolution, Focusing on the expansion of retail and rural banking. Players are becoming increasingly customer - centric in their approach, which has resulted in innovative methods of Banks are now realizing the

offering new banking products and services.

importance of being a big player and are beginning to focus their attention on mergers and acquisitions to take advantage of economies of scale and/or regulation. “Indian banking industry assets are expected to

comply with Basel II

reach US$1 trillion by 2010 and are poised to receive a greater infusion of foreign capital,” says Prathima Rajan, analyst in Celent's banking group and author of the report. “The banking industry should focus on having a small number of large


players that can compete globally rather than having a large number of fragmented players."

UPCOMING FOREIGN BANKS IN INDIA By 2009 few more names is going to be added in the list of foreign banks in India. This is as an aftermath of the sudden interest shown by Reserve Bank of India

paving roadmap for foreign banks in India greater freedom in India. Among them is the world's best private bank by Euro Money magazine, Switzerland's UBS. The following are the list of foreign banks going to set up business in India:Royal Bank of Scotland Switzerland's UBS US-based GE Capital Credit Suisse Group Industrial and Commercial Bank of China REGULATORY INDIAN BANKS’ ASSOCIATION The Indian Banks’ Association (IBA) should evolveinto a self-regulatory organization (SRO) that would work toward strengthening India’s fairly weak banking sector and the sector’s moral regulator. Its broad agenda should be to encourage the continued implementation of prudential business practices. IBA is completing an organizational restructuring after which it will examine its role as an SRO. It is now an advisory organization of banks in India and its members include most of the PSBs, private banks, and foreign banks



Today, it is known to almost everybody that the recession period has crawled in and that too in almost every part of the world. Presently, in India also almost all the sectors such as IT sector, automobile industry and share market are also not in a very good condition. But, quite interestingly, the baking sector of India is booming day-by-day and that too even in the period of global crisis.

With the advent of high-tech communication and information technology numerous factors have facilitated the growth of the banking sector such as the Indian Internet banking, ATM Network, electronically transfer of funds and fast dissemination of information between different-different branches. With the entry of more and more foreign banks and private sector banks, the lean and agile footed structure, became the story of past and such factors have escalated the growth potentials in the banking sector of India. The structural reforms are improving the health of Indian banking sector. Although, the Indian share market has plunged to more than half of their value in one year the banking sector of India has managed to post profits in the third quarter of 2008. The SBI (State Bank of India) declared a quarterly profit rise of 40 percent over the last quarter. The SBI is India's first non oil based sector to feature in fortune up to 500 esteemed list of companies. It has maintained the trust of Indian investors and FDIs with this good news. Moreover, the banking sector of India is growing continuously without any interruption because, even in the period of global crisis, it is still standing tall and is regarded as one of the safest places for investing money. Recently, the banking industry of India has grown by over 25 percent.



A healthy banking system is essential for any economy striving to achieve good growth and yet remain stable in an increasingly global business environment. The Indian banking system has witnessed a series of reforms in the past, like deregulation of interest rates, dilution of government stake in PSBs, and increased participation of private sector banks. It has also undergone rapid changes, reflecting a number of underlying developments. This trend has created new competitive threats as well as new opportunities. This paper aims to foresee major future banking trends, based on these past and current movements in the market. Given the competitive market, banking will (and to a great extent already has) become a process of choice and convenience. The future of banking would be in terms of integration. This is already becoming a reality with new-age banks such as YES Bank, and others too adopting a single-PIN. Geography will no longer be an inhibitor. Technology will prove to be the differentiator in the short-term but the dynamic environment will soon lead to its saturation and what will ultimately be the key to success will be a better relationship management.


If one were to say that the future of banking in India is bright, it would be a gross understatement. With the growing competition and convergence of services, the


customers (you and I) stand only to benefit more to say the least. At the same time, emergence of a multitude of complex financial instruments is foreseen in the near future (the trend is visible in the current scenario too) which is bound to confuse the customer more than ever unless she spends hours (maybe days) to understand the same. Hence, I see a growing trend towards the importance of relationship managers. The success (or failure) of any bank would depend not only on tapping the untapped customer base (from other departments of the same bank, customers of related similar institutions or those of the competitors) but also on the effectiveness in retaining the existing base.

India has witness to a sea change in the way banking is done in the past more than two decades. Since 1991, the Reserve Bank of India (RBI) took steps to reform the Indian banking system at a measured pace so that growth could be achieved without exposure to any macro-environment and systemic risks. Some of these initiatives were deregulation of interest rates, dilution of the government stake in public sector banks (PSBs), guidelines being issued for risk management, asset classification, and provisioning. Technology has made tremendous impact in banking. ‘Anywhere banking’ and ‘Anytime banking’ have become a reality. The financial sector now operates in a more competitive environment than before and intermediates relatively large volume of international financial flows. In the wake of greater financial deregulation and global financial integration, the biggest challenge before the regulators is of avoiding instability in the financial system



2.1 ORIGIN OF THE ORGANIZATION The Housing Development Finance Corporation Limited (HDFC) was amongst the first to receive an 'in principle' approval from the Reserve Bank of India (RBI) to set up a bank in the private sector, as part of the RBI's liberalization of the Indian Banking Industry in 1994. The bank was incorporated in August 1994 in the name of 'HDFC Bank Limited', with its registered office in Mumbai, India. HDFC Bank commenced operations as a Scheduled Commercial Bank in January 1995.HDFC is India's premier housing finance company and enjoys an impeccable track record in India as well as in international markets. Since its inception in 1977, the Corporation has maintained a consistent and healthy growth in its operations to remain the market leader in mortgages. Its outstanding loan portfolio covers well over a million dwelling units. HDFC has developed

significant expertise in retail mortgage loans to different market segments and also has a large corporate client base for its housing related credit facilities. With its experience in the financial markets, a strong market reputation, large shareholder

base and unique consumer franchise, HDFC was ideally positioned to promote a bank in the Indian environment. HDFC Bank began operations in 1995 with a simple mission : to be a “ World Class Indian Bank.” We realized that only a single minded focus on product quality and service excellence would help us get there. are well on our way towards that goal. Today, we are proud to say that we



PROMOTER HDFC is India's premier housing finance company and enjoys an impeccable track record in India as well as in international markets. Since its inception in 1977, the Corporation has maintained a consistent and healthy growth in its operations to remain the market leader in mortgages. Its outstanding loan portfolio covers well over a million dwelling units. HDFC has developed significant expertise in retail mortgage loans to different market segments and also has a large corporate client base for its housing related credit facilities. With its experience in the financial markets, a strong market reputation, large shareholder base and unique consumer franchise, HDFC was ideally positioned to promote a bank in the Indian environment.

BUSINESS FOCUS HDFC Bank's mission is to be a World-Class Indian Bank. The objective is to build sound customer franchises across distinct businesses so as to be the preferred provider of banking services for target retail and wholesale customer segments, and to achieve healthy growth in profitability, consistent with the bank's risk appetite. The bank is committed to maintain the highest level of ethical standards, professional integrity, and corporate governance and regulatory compliance. HDFC Bank's business philosophy is based on four core values – Operational Excellence, Customer Focus, Product Leadership and People.



The authorized capital of HDFC Bank is Rs550 crore (Rs5.5 billion). The paid-up capital is Rs424.6 crore (Rs.4.2 billion). The HDFC Group holds 19.4% of the bank's equity and about 17.6% of the equity is held by the ADS Depository (in respect of the bank's American Depository Shares (ADS) Issue). Roughly 28% of the equity is held by Foreign Institutional Investors (FIIs) and the bank has about 570,000 shareholders. The shares are listed on the Stock Exchange, Mumbai and the National Stock Exchange. The bank's American Depository Shares are listed on the New York Stock Exchange (NYSE) under the symbol 'HDB'. TIMES BANK AMALGAMATION In a milestone transaction in the Indian banking industry, Times Bank Limited (another new private sector bank promoted by Bennett, Coleman & Co. /Times Group) was merged with HDFC Bank Ltd., effective February 26, 2000. As per the scheme of amalgamation approved by the shareholders of both banks and the Reserve Bank of India, shareholders of Times Bank received 1 share of HDFC Bank for every 5.75 shares of Times Bank. The acquisition added significant value to HDFC Bank in terms of increased branch network, expanded geographic reach, enhanced customer base, skilled manpower and the opportunity to cross-sell and leverage alternative delivery channels.

DISTRIBUTION NETWORK HDFC Bank is headquartered in Mumbai. The Bank at present has an enviable network of over 1229 branches spread over 444 cities across India. All branches are linked on an online real-time basis. Customers in over 120 locations are also serviced through Telephone Banking. The Bank's expansion plans take into account the need to


have a presence in all major industrial and commercial centers where its corporate customers are located as well as the need to build a strong retail customer base for both deposits and loan products. Being a clearing/settlement bank to various leading stock exchanges, the Bank has branches in the centers where the NSE/BSE has a strong and active member base. The Bank also has a network of about over 4220 networked ATMs across these cities. Moreover,HDFC Bank's ATM network can be accessed by all domestic and international Visa/MasterCard, Visa Electron/Maestro, Plus/Cirrus and American Express Credit/Charge cardholders.





HDFC Bank operates in a highly automated environment in terms of information technology and communication systems. All the bank's branches have online connectivity, which enables the bank to offer speedy funds transfer facilities to its customers. Multibranch access is also provided to retail customers through the branch network and Automated Teller Machines (ATMs). The Bank has made substantial efforts and investments in acquiring the best technology available internationally, to build the infrastructure for a world class bank. The Bank's business is supported by scalable and robust systems which ensure that our clients always get the finest services we offer. The Bank has prioritized its engagement in technology and the internet as one of its key goals and has already made significant progress in web-enabling its core businesses. In each of its businesses, the Bank has succeeded in leveraging its market position, expertise and technology to create a competitive advantage and build market share. BUSINESS FOCUS HDFC Bank's mission is to be a World-Class Indian Bank. The objective is to build sound customer franchises across distinct businesses so as to be the preferred provider of banking services for target retail and wholesale customer segments, and to achieve healthy growth in profitability, consistent with the bank's risk appetite. The bank is committed to maintain the highest level of ethical standards, professional integrity, and corporate governance and regulatory compliance. HDFC Bank's business philosophy is based on four core values – Operational Excellence, Customer Focus, Product Leadership and People.


2.3 PRESENT STATUS OF THE ORGANIZATION. RATING I. Credit Rating The Bank has its deposit programs rated by two rating agencies - Credit Analysis & Research Limited (CARE) and Fitch Ratings India Private Limited. The Bank's Fixed Deposit programmed has been rated 'CARE AAA (FD)' [Triple A] by CARE, which represents instruments considered to be "of the best quality, carrying negligible investment risk". CARE has also rated the bank's Certificate of Deposit (CD) programmer "PR 1+" which represents "superior capacity for repayment of short term promissory obligations". Fitch Ratings India Pvt. Ltd. (100% subsidiary of Fitch Inc.) has assigned the "tAAA (ind)" rating to the Bank's deposit programme, with the outlook on the rating as "stable". This rating indicates "highest credit quality" where "protection factors are very high". The Bank also has its long term unsecured, subordinated (Tier II) Bonds rated by CARE and Fitch Ratings India Private Limited and its Tier I perpetual Bonds and Upper Tier II Bonds rated by CARE and CRISIL Ltd. CARE has assigned the rating of "CARE AAA" for the subordinated Tier II Bonds while Fitch Ratings India Pvt. Ltd. has assigned the rating "AAA (ind)" with the outlook on the rating as "stable". CARE has also assigned "CARE AAA [Triple A]" for the Banks Perpetual bond and Upper Tier II bond issues. CRISIL has assigned the rating "AAA / Stable" for the Bank's Perpetual Debt programme and Upper Tier II Bond issue. In each of the cases referred to above, the ratings awarded were the highest assigned by the rating agency for those instruments. II. Corporate Governance Rating


The bank was one of the first four companies, which subjected itself to a Corporate Governance and Value Creation (GVC) rating by the rating agency, The Credit Rating Information Services of India Limited (CRISIL). The rating provides an independent assessment of an entity's current performance and an expectation on its "balanced value creation and corporate governance practices" in future. The bank has been assigned a 'CRISIL GVC Level 1' rating which indicates that the bank's capability with respect to wealth creation for all its stakeholders while adopting a sound corporate governance practice is the highest.


Mr. Jagdish Capoor holds a Masters degree in Commerce and is a Fellow of Indian Institute of Banking and Finance. Prior to joining the Bank, Mr. Capoor was the Deputy Governor of the Reserve Bank of India. He retired as Deputy Governor of the Reserve Bank of India after serving for 39 years. While with Reserve Bank of India, Mr. Capoor was the Chairman of the Deposit Insurance and Credit Guarantee Corporation of India and Bharatiya Reserve Bank Note Mudran Limited. He also served on the boards of Export Import Bank of India, National Housing Bank, National Bank for Agriculture and Rural Development (NABARD) and State Bank of India.


, Mr. Aditya Puri, has been a professional banker for over 25 years and before joining HDFC Bank in 1994 was heading Citibank's operations in Malaysia.

Mr. Keki Mistry holds a Bachelor of Commerce degree in Advanced Accountancy and Auditing and is also a Chartered Accountant. He was actively involved in setting up of several HDFC group companies including HDFC Bank. Mr. Mistry has been deputed on consultancy assignments for the Commonwealth Development Corporation (CDC) in Thailand, Mauritius, Caribbean Islands and Jamaica. He has also worked as a consultant for the Mauritius Housing Company and Asian Development Bank.

Mrs. Renu Karnad is a Law graduate and also holds a Masters Degree in Economics from Delhi University.

Mrs. Karnad is on the Board of Housing Development Finance Corporation Limited ,HDFC Venture Capital Limited, HDFC Property Ventures Limited, HDFC Sales Private Limited, HDFC Asset Management Company Limited, GRUH Finance Limited, Credit Information Bureau (India) Limited, HDFC ERGO General Insurance


Company Limited, ICI India Limited, Indraprastha Medical Corporation Limited, HDFC Standard Life Insurance Company Limited, Sparsh BPO Services Limited, G4S Corporate Services (India) Private Limited, Bosch Limited, Feedback Ventures Private Limited, Value And Budget Housing Corporation (India) Pvt. Ltd

Mr. Arvind Pande holds a Bachelor of Science degree from Allahabad University and a B.A. (Hons.) and M.A. (Economics) degree from Cambridge University, U.K. He started his career in Indian Administrative Services and has held various responsible positions in the Government of India

Mr. Ashim Samanta holds a Bachelor of Commerce degree from University of Bombay and has wide and extensive business experience for nearly 35 years. He has vast experience in the field of bulk drugs and fine chemicals.

Mr. C. M. Vasudev holds a Master's Degree in Economics and Physics. He joined the Indian Administrative Services in 1966. Mr. Vasudev has worked as Executive Director of World Bank representing India, Bangladesh, Sri Lanka and Bhutan.


Mr. Gautam Divan holds a Bachelors degree in Commerce and is a Fellow Member of the Institute of Chartered Accountants of India. Mr. Divan is a partner in Rahul Gautam Divan & Associates, Chartered Accountants The Bank's Board of Directors is composed of eminent individuals with a wealth of experience in public policy, administration, industry and commercial banking. Senior executives representing HDFC are also on the Board. Senior banking professionals with substantial experience in India and abroad head various businesses and functions and report to the Managing Director. Given the professional expertise of the management team and the overall focus on recruiting and retaining the best talent in the industry, the bank believes that its people are a significant competitive strength. 2.5 ORGANIZATION STRUCTURE –AND ORGANIZE INSTITUTION FOR ANY RESEARCH OR DIPLOMA.ATION CHART.


Last Price ICICI Bank HDFC Bank Axis Bank Kotak Mahindra Yes Bank IndusInd Bank Federal Bank JK Bank ING Vysya Bank Karur Vysya 869.30 1,991.70 1,211.50 773.05 279.90 195.25 327.15 793.05 319.90 524.05

Market Cap. (Rs. cr.) 96,913.50 91,168.73 49,300.90 26,913.08 9,507.29 8,014.13 5,592.45 3,844.53 3,837.73 2,852.70

Net Interest Income 25,706.93 16,172.91 11,638.02 3,255.62 2,369.71 2,706.99 3,673.23 3,056.88 2,232.90 1,757.94

Net Profit Total Assets 4,024.98 2,948.69 2,514.53 561.11 477.74 350.31 464.55 512.38 242.22 336.03 363,399.71 183,270.78 180,647.87 28,711.88 36,382.50 35,369.52 38,850.88 37,693.26 33,880.24 21,993.49



Balance Sheet

------------------- in Rs. Cr. ------------------HDFC Bank ICICI Bank Axis Bank Kotak Mahindra Yes Bank Mar '09 Mar '10 Mar '10 Mar '09 Mar '10

Capital and Liabilities: Total Share Capital Equity Share Capital Share Application Money Preference Share Capital Reserves Revaluation Reserves Net Worth Deposits Borrowings Total Debt Other Liabilities & Provisions Total Liabilities

425.38 1,114.89 425.38 1,114.89 400.92 0.00 0.00 0.00 14,226.43 50,503.48 0.00 0.00 15,052.73 51,618.37 142,811.58 202,016.60 2,685.84 94,263.57 145,497.42 296,280.17 22,720.62 15,501.18 183,270.77 363,399.72 HDFC Bank ICICI Bank Mar '09 Mar '10

405.17 345.67 339.67 405.17 345.67 339.67 0.17 0.00 0.00 0.00 0.00 0.00 15,639.27 3,559.86 2,749.88 0.00 0.00 0.00 16,044.61 3,905.53 3,089.55 141,300.22 15,644.93 26,798.57 17,169.55 5,904.07 4,749.08 158,469.77 21,549.00 31,547.65 6,133.46 3,257.34 1,745.32 180,647.84 28,711.87 36,382.52 Axis Bank Kotak Mahindra Yes Bank Mar '10 Mar '09 Mar '10

Assets Cash & Balances with RBI Balance with Banks, Money at Call Advances Investments Gross Block Accumulated Depreciation Net Block Capital Work In Progress Other Assets Total Assets Contingent Liabilities Bills for collection Book Value (Rs)

13,527.21 3,979.41 98,883.05 58,817.55 3,956.63 2,249.90 1,706.73 0.00 6,356.83 183,270.78 396,594.31 17,939.62 344.44

27,514.29 9,473.88 11,359.40 5,732.56 181,205.60 104,343.12 120,892.80 55,974.82 7,114.12 2,107.98 3,901.43 942.79 3,212.69 1,165.19 0.00 57.24 19,214.93 3,901.06 363,399.71 180,647.87 694,948.84 296,125.58 38,597.36 35,756.32 463.01 395.99

995.35 145.32 16,625.34 9,110.18 460.61 247.25 213.36 0.00 1,622.33 28,711.88

1,995.31 677.94 22,193.12 10,209.94 206.40 92.32 114.08 1.38 1,190.73 36,382.50

4,486.28 101,835.50 1,188.17 4,105.86 112.98 90.96


2.7 MARKET PROFILE OF THE ORGANIZATION PRODUCT SCOPE: HDFC Bank offers a bunch of products and services to meet the every need of the people. The company cares for both, individuals as well as corporate and small and medium enterprises. For individuals, the company has a range accounts, investment, and pension scheme, different types of loans and cards that assist the customers. The customers can choose the suitable one from a range of products which will suit their life-stage and needs For organizations the company has a host of customized solutions that range from Funded services, Non-funded services, Value addition services, Mutual fund etc. These affordable plans apart from providing long term value to the employees help in enhancing goodwill of the company. The products of the company are categorized into various sections which are as follows: Accounts and deposits. Loans. Investments and Insurance. Forex and payment services. Cards. Customer center.


1. PERSONAL BANKING A. Accounts & Deposits - Regular Savings Account


- Savings Plus Account - SavingsMax Account - Senior Citizens Account - No Frills Account - Institutional Savings Account - Payroll Salary Account - Classic Salary Account - Regular Salary Account - Premium Salary Account - Defense Salary Account - Kid's Advantage Account - Pension Saving Bank Account - Family Savings Account - Kisan No Frills Savings Account - Kisan Club Savings Account - Plus Current Account - Trade Current Account - Premium Current Account - Regular Current Account - Apex Current Account - Max Current Account - Reimbursement Current Account - RFC - Domestic Account - Regular Fixed Deposit - Super Saver Account


- Sweep-in Account - HDFC Bank Preferred - Private Banking B. Loans - Personal Loans - Home Loans - Two Wheeler Loans - New Car Loans - Used Car Loans - Overdraft against Car - Express Loans - Loan against Securities - Loan against Property - Commercial Vehicle Finance - Working Capital Finance - Construction Equipment Finance - Offers & Deals - Customer Center C. Investments & Insurance - Mutual Funds - Insurance - Bonds - Financial Planning - Knowledge Centre - Equities & Derivatives


- Mudra Gold Bar D. Forex Services - Trade Finance - Travelers’ Cheques - Foreign Currency Cash - Foreign Currency Drafts - Foreign Currency Cheque Deposits - Foreign Currency Remittances - Cash to Master - ForexPlus Card

E. Payment Services - Net Safe - Prepaid Refill - Bill Pay - Direct Pay - Visa Money Transfer - E-Monies Electronic Funds Transfer - Excise & Service Tax Payment F. Access Your Bank

- One View - Insta Alerts - Mobile Banking - ATM


- Phone Banking - Branch Network G. Cards - Silver Credit Card - Gold Credit Card - Woman's Gold Credit Card - Platinum plus Credit Card - Titanium Credit Card - Value plus Credit Card - Health plus Credit Card - HDFC Bank Idea Silver Card - HDFC Bank Idea Gold Card - Compare Cards - Transfer & Safe - Track your Credit Card H. Get More from Your Card - Offers & Savings - My Rewards - Insta Wonders - Add-On Cards - Credit Card Usage Guide - Easy EMI - Net safe - Smart Pay - Secure Plus


- My City Benefit Card - Debit Cards - Easy Shop International Debit Card - Easy Shop Gold Debit Card - Easy Shop International Business Debit Card - Easy Shop Woman’s Advantage Debit Card - Prepaid Cards - Forex Plus Card - Kisan Card I. Customer Centre - Offers & Deals - Winners of Contests & Promotions 2. Wholesale Banking A. Corporate Funded Services Non Funded Services Value Added Services Internet Banking B. Small & Medium Enterprises Funded Services Non-Funded Services Specialized Services Internet Banking C. Financial Institutions & Trusts Banks


Financial Institutions Mutual Funds Stock Brokers


3.1 Student’s work profile (Role and responsibilities), tools and techniques used. To open the many types of saving accounts. Preferred saving account Classic saving account Max saving account Regular saving account Senior citizen saving account Kids’ advantage saving account As a CSE you are required to ensure that all the documentation/account opening formalities are completed by the customer in your presence. To meet this objective as fulfill the Banks seriousness and importance to the process, your responsibility would include: To explain to the customer to complete documentation and application formalities. Too verify the authenticity of the documents and identity of the customer. To ensure strict adherence to Know Your Customer norms in all applications sourced. Meet the customer for collecting the IP cheque and the AOD. To ensure the the customer is met up with either at his place of work or at his residence only.


To ensure that all mandatory fields are entered properly. Keeping a list of acceptable documents required for AOD as a ready reference. Maintain a daily register to capture the forms sent to CPU with other required details for account set up. Reconcile the rejected forms from CPU on alternate days. Ensure that the photograph submitted for the ID proof is clearly visible. it should match with the photo on the AOD. Not accept any smudged or unclear document.

CONTRIBUTION INTO THE ORGANIZATION In this company, I am working as CSE. Channel Distribution Networking. Cold calling & Hot calling. Searching for the best channel and customers. Responsible for increasing the sales in Territory. I am responsible to search the best efforts for direct marketing and promotions.





Sales Executives were with good background human being and through rigorous process of recruitment but still not able to perform up to the expectation level of company, HR is not able to sort out the problem why the performance is not coming even after giving the full marketing support. The communication technique and dealing with the customers is also a problem to the sales executives.



· To open new savings accounts by convincing customers and to benefits of those which are provided by the bank. · To find the different way of convincing customers. · To study brand image of the bank. · To increase the business of the bank. SECONDARY OBJECTIVES:

promote the

· To determine the need and purpose of a sales executive. · To understand the deciding criteria for people to become sales executive. · To offer suggestions based upon the findings.


GEOGRAPHICAL SCOPE: The same problem was with the all other branches of HDFC Bank even out of

the Pali city. The management is conducting the same research on a big ground while my contribution is tiny. Though my sample size and geographical area was defined and confine to a particular territory but the application of out put from the research are going to be wide.


· Studying the increasing business scope of the bank. · Market segmentation to find the potential customers for the bank. · To study how the various products are positioned in the market. · Corporate marketing of products. · Customers’ perception on the various products of the bank.

4.3 Research design and methodology.

RESEARCH DESIGN Research design is a plan, structure, strategy of investigation conceived so as to obtain answer to research question and control variance. There are three types of research design system. EXPLANATORY RESEARCH. DESCRIPTIVE RESEARCH

 



Among the above mentioned types descriptive research design has been chosen. Descriptive research is to find ad efficient sales force, of FC. In order the study the characteristics and variables, cross sectional analysis was conducted by using field survey method . In the process of field survey, a questionnaire was developed and circulated to the respondents, which formed the basis for entire research. Research was initiated by examining the secondary data to gain insight into the problem. By analyzing the secondary data, the study aim is to explore the short comings of the present system and primary data will help to validate the analysis of secondary data besides on unrevealing the areas which calls for improvement.

METHODOLOGY All the findings and conclusions obtained are based on the survey done in the working area within the time limit. I tried to select the sample representative of the whole group during my job training. I have collected data from people linked with different profession at Kingsway camp, Hudson lane Delhi.

RESEARCH PLAN: Preliminary Investigation: In which data on the situation surrounding the problems shall be gathered to arrive at · The correct definition of the problem. · An understanding of its environment. 37

Exploratory Study: To determine the approximate area where the problem lies.


The data for this research project has been collected through self Administration. Due to time limitation and other constraints direct personal interview method is used. A structured questionnaire was framed as it is less time consuming, generates specific and to the point information, easier to tabulate and interpret. Moreover respondents prefer to give direct answers. In questionnaires open ended and closed ended, both the types of questions has been used.


1: Secondary Data: It was collected from internal sources. The secondary data was collected on the basis of organizational file, official records, news papers, magazines, management books preserved information in the company’s database and website of the company.

2: Primary data: All the people from different profess were personally visited and interviewed. They were the main source of Primary data. The method of collection of primary data was direct personal interview through a structured questionnaire.


SAMPLING PLAN: Since it is not possible to study whole universe, it becomes necessary to tak sample from the universe to know about its characteristics. · Sampling Units: Different professionals Chartered

Accountants, Tax Consultants, Lawyers, Business Man, Professionals and House Wive New Delhi.

· Sample Technique:

Random Sampling.

· Research Instrument: Structured Questionnaire. · Contact Method: SAMPLE SIZE: My sample size for this project was 200 respondents. Since it was not possible to cover the whole universe in the available time period, it was necessary for me to take a sample size of 200 respondents. 4.5 DATA COLLECTION INSTRUMENT DEVELOPMENT: The mode of collection of data will be based on Survey Method and Field Activity. Primary data collection will base on personal interview. I have prepared the questionnaire according to the necessity of the data to be collected. RESEARCH LIMITATIONS: · It was not possible to understand thoroughly about the different marketing aspects of the Financial Consultant Within 30 days. Personal Interview.

· As stipend, money was not given it was difficult to continue the project work. · All the work was limited in some limited areas of Pali so the findings should not be generalized.


· The area of research was Kingsway camp,Delhi and it was too vast an area to cover within 30 days.


5.1 Analysis of data

Q.1. Your Age?


Serial No. 1. 2. 3. 4.

Age Category 18-23 Years 24-29 Years 30-35 Years 35 Years & above Total

Number of Respondents 40 70 60 30 200

Percentage 20% 35% 30% 15% 100%

Base 200 respondents


70 60 50 40 30 20 10 0 18-23 Years 3035Years 18-23 Years 24-29 Years 30-35 Years 35 Years & above

Interpretation From the table and graph above it can be seen that • • • • 20% respondent’s age are 18 to 23 years. 35% respondent’s age are 27 to 29 years. 30% respondent’s age are 30 to 35 years. 15% respondent’s age are 35 to above years.

Q.2. Marital Status?


Serial No. 1. 2.

Category Married Unmarried Total

Number of Respondents 140 60 200

Percentage 70% 30% 100%

Base 200 respondents


140 120 100 80 60 40 20 0



Married Unmarried




From the table and graph above it can be seen that • • 70% respondents are married. 30% respondents are unmarried.


Q.3. Educational Qualification?


Serial No. 1. 2. 3.

Category Under graduate Graduate Post Graduate Total

Number of Respondents 50 80 70 200

Percentage 25% 40% 35% 100%

Base 200 respondents

80 70 60 50 40 30 20 10 0 1st 2nd 3rd

Under graduate Graduate Post Graduate


From the table and graph above it can be seen that • 25% respondents are Under graduate.


• •

40% respondents are Graduate. 35% respondents are Post graduate.

Q.4. Number Of year’s Are You in Pali?


Serial No. 1. 2.

Category Less than five years More than five years Total

Number of Respondents 78 122 200

Percentage 39% 61% 100%

Base 200 respondents

140 120 100 80 60 40 20 0 1st 2nd Less than five years More than five years


From the table and graph above it can be seen that


• •

39% respondents are in Pali for less than five years. 61% respondents are in Pali for more than five years.

Q.5. Your Occupation?


Serial No. 1. 2. 3.

Category Business Profession Service Total

Number of Respondents 40 108 52 200

Percentage 20% 54% 26% 100%

Base 200 respondents

120 100 80 60 40 20 0
Business Profession Service


From the table and graph above it can be seen that 45

• • •

20% respondents Occupation is Business. 26% respondents Occupation is Profession. 54% respondents Occupation is Service.

Q.6. Your annual household income?


Serial No. 1. 2. 3. 4.

Category Less than 2 lacs Between 2 to 5 Between 5 to 8 More than 8 lacs Total

Number of Respondents 98 62 30 10 200

Percentage 49% 31% 15% 5% 100%

Base 200 respondents
100 80 60 40 20 0 Less than 2 lacs Between 2 to 5 lacs Between 5 to 8 lac More than 8 lacs

1st Qtr

2nd Qtr

3rd Qtr

4th Qtr

Interpretation 46

From the table and graph above it can be seen that • • 49% respondent’s annual household income is less than 2 lacs. 31% respondent’s annual household income is between 2 to 5 lacs.

• •

15% respondent’s annual household income is between 5 to 8 lacs. 5% respondent’s annual household income is more than 8 lacs.

Q.7. Are you a member of a club/gymkhana?


Serial No. 1. 2.

Category Yes No TOTAL

Number of Respondents 84 116 200

Percentage 42% 58% 100%

Base 200 respondents


120 100 80 60 40 20 0 YES NO YES NO

Interpretation From the table and graph above it can be seen that • • 42% respondents are member of a club/gymkhana. 58% respondents are not member of a club/gymkhana.

Q.8. What is your perception about different products/services provided by HDFC bank? TABLE

Serial No. 1. 2. 3.

Category Lucrative Non Lucrative No Idea Total

Number of Respondents 50 120 30 200

Percentage 25% 60% 15% 100

Base 200 respondents


120 100 80 60 40 20 0 NonLucrative Lucrative No Idea Lucrative Non-Lucrative No Idea

Interpretation From the table and graph above it can be seen that • • • 25% respondent’s perception about different products is lucrative. 60% respondent’s perception about different products is not lucrative. 15% respondent’s have no idea.

Q.9. Do you want to open an account with HDFC bank? TABLE

Serial No. 1. 2. 3.

Category Yes No Will tell later TOTAL

Number of Respondents 10 160 30 200

Percentage 5% 80% 15% 100%

Base 200 respondents


160 140 120 100 80 60 40 20 0

Yes No Will tell later



Will tell later

Interpretation From the table and graph above it can be seen that • • • 80% respondents are not interested to open an account with the bank. 5% respondents are interested to open an account with the bank. 15% of the respondents say that they will tell later.

Q.10. Do you have all the documents which are required to

open an account?


Serial No. 1. 2.

Category Yes No TOTAL

Number of Respondents 120 80 200

Percentage 60% 40% 100%

Base 200 respondents


120 100 80 60 40 20 0 YES NO Yes No

Interpretation From the table and graph above it can be seen that • 60% respondents have all the documents which are required to open an account with the bank. • 25% respondents do not have all the documents which are required to open an account with the bank.

Q.11. Are you aware that the bank provides you a free you open a new savings account with HDFC bank?

Demat account if


Serial No. 1. 2.

Category Yes No TOTAL

Number of Respondents 40 160 200

Percentage 20% 80% 100% 51

Base 200 respondents

160 140 120 100 80 60 40 20 0 Yes No Yes No

Interpretation From the table and graph above it can be seen that • 20% respondents are aware that the bank provides a free Demat account with new savings account. • 40% respondents are not aware of it. are very much

Q.12.Are you aware of different terms and conditions which essential to maintain an account at HDFC Bank?


Serial No. 1. 2.

Category Yes No

Number of Respondents 25 175

Percentage 22% 88% 52

TOTAL Base 200 respondents



180 160 140 120 100 80 60 40 20 0 Yes No Yes No

Interpretation From the table and graph above it can be seen that • 12% respondents are familiar with different terms and conditions which are very much essential to maintain account with the bank. • 88% respondents have no idea about it.

Q.13. Do you know about HDFC Bank’s recruitment policies executives?

related to sales


Serial No.


Number of Respondents



1. 2.


82 118 200

41% 59% 100%

Base 200 respondents

5.2 Summary of findings. SWOT ANALYSIS

STRENGTH • Right strategy for the right products. • Superior customer service vs. competitors. • • Great Brand Image
• • •


Some gaps in range for certain sectors. Customer training. Processes and systems, etc Management cover insufficient. Sectoral growth is service staff need



• •

accreditations. • High degree of customer


constrained by low unemployment levels and


• •

Good place to work Lower response time with efficient and effective service.

competition for staff

Dedicated workforce aiming at making a long-term

career in the field.




• • • • •

Profit margins will be good. Could extend to overseas broadly. New specialist applications. Could seek better customer deals. Fast-track career development

• • •

Legislation could impact. Great risk involved Very high competition prevailing in the industry.

Vulnerable to reactive

opportunities on an industry-wide basis.

attack by major competitors

An applied research centre to create opportunities for developing techniques to provide added-value services.

Lack of infrastructure in rural areas could constrain investment.

High volume/low cost market is intensely competitive.



STRENGTHS O P P O R T U N I T I E S S – T Strategies T H R E Strength: Low operating costs Rural Market. Strategy: Deep Penetration into Opportunity: Market Expansion. Strength: Large Capital base. S – O Strategies


W – O Strategies

Weakness: Workforce


Opportunity: Outsourcing of Non – Core Business.

Strategy: Outsource Customer Care & other E-Helps.

W – T Strategies

Weakness: Not Equal to International Standards.



Threat: Increased Competition from others Pvt. Banks.

Threat: Entry of many Foreign Banks.

Strategy: Steps to Ensure Loyalty by old Customers. Strategy: Consider additional benefits

Detailed Analysis: i.Strength - Opportunity Analysis.

Strength: It is well know that ICICI Bank has the largest Authorised Capital Base in the Banking System in India i.e. having a total capacity to raise Rs. 19,000,000,000 (Non – Premium Value). Opportunity: Seeing the present financial & economic development of Indian Economy and also the tremendous growth of the Indian Companies including the

acquisition spree followed by them, it clearly states the expanding market for finance requirements and also the growth in surplus disposal income of Indian citizens has given a huge rise in savings deposits – from the above point it is clear that there is a huge market expansion possible in banking sector in India.

Strategy: 58

From the analysis of Strength & Opportunity the simple and straight possible strategy for ICICI Bank could be - to penetrate into the rural sector of India for expanding its market share as well as leading all other Pvt. Banks from a great gap.

i. Strength:

Strength - Threat Analysis.

ICICI Bank is not only known for large capital but also for having a low operations cost though having huge number of branches and services provided. Threat: After showing a significant growth overall, India is able to attract many

international financial & banking institutes, which are known for their state of art working and keeping low operation costs.

Strategy: To ensure that ICICI Bank keeps going on with low operation cost & have

continuous business it should simply promote itself well & provide quality service so as to ensure customer loyalty, therefore guaranteeing continuous business.

ii. Weakness:

Weakness - Opportunity Analysis.


It is well known that workforce responsiveness in banking sector is Very low in Indian banking sector, though ICICI Bank has better responsible staff but it still

lacks behind its counterparts like HSBC, HDFC BANK, CITI BANK, YES BANK etc. Opportunity: In the present world, India is preferred one of the best places for out – sourcing of business process works and many Strategy: As international companies are reaping huge benefits after out-sourcing there customer care & BPO’s, this same strategy should be implemented by ICICI Bank so as to have proper customer service without hindering customer expectations. IV.Weakness - Threat Analysis. Weakness: Though having a international presence, ICICI Bank has not been able to keep up the international standards in providing customer service as well as banking works. Threat: In recent times, India has witnessed entry of many international banks like CITI Bank, YES Bank etc which posses an external entrant threat to ICICI Bank – as this Banks are known for their art of working and maintain high standards of customer Strategy: After having new entrants threat, ICICI Bank should come up with More additional benefits to its customer or may be even reduce some fees for any additional works of customers. service. more.



6.1 Summary of Learning Experience. OJT is the additional benefit that we getting with our MBA degree. After doing one and half year training experience in industry we shall be an edge in future career because we are not going to know as fresher after completing our MBA. OJT in HDFC BANK LTD help me to enhance my knowledge and skills relating to the sales and marketing that is I going to take in future. My first day started with three days training with a training specialist that has help me in my training a lot. Then induction happened in that we introduce our self to CDM, HDM, branch head and last but not least, our collogues with whom we have to work. Then we informed the rules and regulation and policies of the organization. The whole HDFC BANK LTD help me do the best I can do. They solved my problem whenever I faced. Learnt there how to handle the customer and convince them to become a financial consultant. I learnt how to implement the theoretical knowledge we studied in our semester. Practical knowledge is more worth then the theoretical knowledge. In HDFC BANK LTD. I realized the working environment and work pressure. Each day I learn something new which will definitely help me in future. My roles and responsibility would always keep me going. • • • Customer handling Develop good relation between customer and organization. Know the need of the customer and fulfill that in time.


Follow a systematic way to achieve given target and make small plan or divide into specific time period for that target.

HDFC BANK LTD. is the idle company to join for training or even for long term job. HDFC BANK LTD enables us to be competitive and to sustain our self in competitive corporate world for a longer period. I learnt a lot from there and I also want to continue my training in HDFC BANK LTD So that I can keep going toward betterment.

6.2 Conclusions and Recommendations. HDFC Bank, the banking arm of HDFC is expected to go on stream. The bank already has good number of employees on board and is recruiting Sales Executives heavily to take the headcount to many more. It is on the brim of increasing its customers through its attractive schemes and offer.

The project opportunities provided was market segmentation and identifying prospective customers in potential geographical location and convincing them to open an account so that new Business Opportunities of the bank can be explored. Through this project, it could be concluded that people are not much aware about the various products of the bank and many of them not interested to open an account at all.

Services was considered as unsought good which require hard core selling, but in changing trend in income and people becoming financially literate, the demand for banking sector is increasing day by day.


According to my findings Company’s promotional activities for recruiting sales executives are also very less.

So, at last the conclusion is that there is tough competition ahead for the company from its major competitors in the banking sector.

Last but not the least I would like to thank HDFC Bank for giving me an opportunity to work in the field of Marketing. I hope the company finds my analysis relevant. CONTRIBUTION In this company, I am working as CSE.Channel Distribution Networking.Cold calling & Hot calling.Searching for the best channel and customers.Responsible for increasing the sales in Territory.I am responsible to search the best efforts for direct marketing and promotions. SUGGESTIONS:

Finally some recommendations for the company are as fallows:• To make people aware about the benefit of becoming HDFC Bank’s Sales Executive, following activities of advertisement should be done through 1. Print Media. 2. Hoarding & Banners. 3. Stalls in Trade Fares 4. Distribution of leaflets containing details information.

The bank should provide life time valid ATM card to all its customers.


Minimum balance for savings account should be reduced from Rs 5000 to Rs 1000, so that people who are not financially strong enough can maintain their

account properly.

The company should provide a pass book to all its customers.

Make people understand about the various benefits of its products.

Company should organize the program in the society, so that people will be aware about the company and different products of the bank.

Company should open more branches in different cities.






Dear Sir/Madam,

Name: ……………………………………………………………………… Address: …………………………………………………………………… Contact No :®………………( O)……………… (M)……………………… City: ………...............Pin: ………………….State: ………………………


I request you to kindly fill the questionnaire below and I assure you that the data generated shall be kept confidential.

1. Your Age: ____________________

2. Education Qualification. • • • Undergraduate Graduate Post graduate □ □ □

3. Marital Status. • Married □



No. of Children: __________

4. Number Of year’s Are You in Delhi. • • Less than five year’s More than five year’s □ □

5. Occupation. • • • Business Profession Service □ □ □

(Please mention below the type of business/profession you are in incase of service please mention your organization name and designation)

6. Your annual household income. • • • • <than 2 lack Between 2 to 5 lack Between 5 to 8 lack >than 8 lack □ □ □ □

7. Are you a member of a Club/Gym? • • Yes No □ □


If yes, Name of the Club/Gym _______________________________________

8. What is your perception about different products? and services offered by HDFC Bank? • • • Lucrative Not lucrative No idea □ □ □

9. Do you want to open a Savings Account or Current Account with HDFC Bank? • • • Yes No Will tell later □ □ □

10. Do you have all the documents which are required to open an account? • • Yes No □ □

11. Are you aware of that HDFC Bank provide you a open a new savings • • Yes No account with the bank? □ □

free Demat account if you


12. Are you aware of different terms and conditions which are very much essential to maintain an • • Yes No □ □ account at HDFC Bank?

13. Do you know about HDFC Bank’s recruitment policies related to sales executives? • • Yes No □ □

Date: Place: Thank You Signature



Marketing Management (10th Edition) Philip Kotler

Marketing Management (3rd Edition) V.S. Ramaswamy


Research Methodology (2nd Edition)

Research Methodology


Times of India

Financial Express




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