Kotak Mahindra Project New

Summer Internship Report On
Project Title:- Promotion And Marketing Of Banking

Products.
AT
KOTAK MAHINDRA BANK WITH

RESPECT TO OTHER BANKS.
FOR THE PERIOD

(15JUNE TO31JULY2017.)
Under The Guidance of Mr.Nishant Gupta (Branch Manager)
&
Mr. Ajay KumarShukla (Branch Sales Manager)
Submitted By
Ankit Pandey.Roll No.
Collage name
M.B.A (finance Management)
KOTAK MAHINDRA BANK

AFFILIATED TO
Ewing Christian institute of management and technology, Allahabad.
DECLARATION
The industrial scenario of economy is highly competitive and

constantly changing. To serve this highly competitive scenario
practical studies are much more important with theoretical
studies. In India the significance of MBA course is increasing
drastically. Amongst all the PG courses MBA is most favored.
As a partial fulfillment of third semester the students have to
take a summer training of 6 to 7 weeks at any company and
prepare a project report on the basis of that practical experience.
Indian economy is growing at a considerable rate. The growth of

GDP in India is 8% per annum. The major sector contributing to
the growth of GDP is service sector and it is approximately 63%
to GDP. Banking is one of the main pillars of service sector. So
I have decided to take exposure of banking sector by taking
practical training at KOTAK MAHINDRA BANK which is one
of the reputed private banks.
The aim of KOTAK MAHINDRA BANK is customization &
people cantered banking. Customized banking system can be
achieved by provided what customer actually wants. So we want
to check weather KOTAK MAHINDRA BANK is successful or
not. As a part of this study I have decided to prepare a project
report on PROMOTION AND MARKETING OF BANKING
PRODUCT
The study of this topic is helpful to me in analyzing customer

satisfaction & loyalty to the services which they are using at the
KOTAK MAHINDRA BANK. This study will also be helpful
to us in analyzing the information about what change customer
want from the existing services. This report also gives me the
overall satisfaction level of customer from the KOTAK
MAHINDRA BANK & how the customers are loyal to the
bank. This report also includes graphical representation
wherever it feels necessary. Finally, it is indeed excellent
opportunity for us to present this report and a matter of esteem
honors itself. After successful completion of training it is golden
experience for me of banking sector. And I also know how the
different departments are working.
A Seminar presentation of the training report was made on ------
----------and the suggestions on approved by the faculty were
duly incorporated
Presentation In-charge Signature of the candidate
(Faculty)
Counter signed
(Director/principal of
the Institute)
ACKNOWLEDGEMENT
First of all I am thankful to KOTAK MAHINDRA BANK and

Branch sales Manager Mr. AJAY KUMAR SHUKLA who is
Agreeing for giving me permission to take the summer training
and my project guider Mr. ANKIT VERMA (ASSISTANT
MANAGER) & Mr. SARVAGYA KUMAR Sir (Deputy
Manager)his support in this project. I would also like to thank
the staff members of the bank for providing us information
about the different departments of the bank.
Finally I am glad to thank our all faculties who have provided

me substantial guidance & support in preparation of this project.
And I completed my Project with my Co- student Roll NO 16.
(Siddharth kesarwani) pursuing with me ,This successful

completion of this project could not have been possible without
their co-operation and support.
EXECUTIVE SUMMARY
The project is based on the sales strategies for the Banking products with a special
reference to KOTAK MAHINDRA BANK and the consumer perception about the
same.
• First and Foremost, the purpose of Kotak Mahindra Bank is to fulfill the
needs for investment under one roof.
• This project shows, the common man has started capital market term like
bull and bear explode new time.
• It gives the detail view of the regulatory framework for the Kotak
Mahindra Bank
• The focus shift to various products of KOTAK MAHINDRA BANK to

cater to the needs such as return explanation, financial position, risk
tolerance, etc.
• The next phase look up the investment in growth oriented stock which are
available at attractive relative valuation.
Further to this, project proceeds with the research designed in the light of the core
objectives of the study along with the sub objectives that are given due consideration
throughout the research. It also enlists all the data sources as to by which means the
study has gained momentum. The data has been collected by virtue of questionnaires
and websites, respectively. The scope of the study is suggested in favor of the
companies striving to emerge as super powers drawn out by the survey. These
companies can fine tune their prospective ones and can grab the opportunities of the
transforming the weakness of other into their own strength. I duly acknowledge with
gratitude the help and cooperation received from the entire staff @KOTAK
MAHINDRA BANK
ANKIT PANDEY
RESEARCH OBJECTIVES
Various Objectives for conducting the research and analysis are listed as
under:
Access the Market Potential of Kotak Mahindra Bank Saving Account

with the help of a survey conducted on a total of 50 Respondent.
Study how new distribution channels such as Internet Banking, ATM

facility, Phone Banking have changed the face of the Banking industry.
Study the impact of a customer centric approach being followed by the

Bank, and what is its benefit.
Compare the services offered by Kotak Mahindra Bank and the

customer’s satisfaction level of the same with that of other Banks in the
Private sector, and to access where the Bank has to improve.
Consideration of various promotional and marketing and advertising

strategies of Kotak Mahindra to the satisfaction among its ultimate users
and consumers
Finally to draw the various conclusion and recommendations on the basis

of the study conducted on specifically taking to consideration the
services, advertising and marketing strategies of the Bank.
SCOPE OF THE STUDY
This study helps in finding out the satisfaction of most important resource
that is human resource in Kotak Mahindra Bank.
⇒ This also helps in finding the effect ness of human resource policies in
organization.
⇒ The study provides knowledge of various products& investment
services of Kotak Mahindra Bank
⇒ The study helps to learn of work culture of organization.
⇒ The study of also helps to learn what as the various benefits available
to the advisor in an organization.
⇒ The study also helps the company to be aware of important that it’s
has to make in its incentives plan.
LIMITATIONS
The study could not be made that comprehensive due to time constraints.
Some customers feel uncomfortable to reveal some personal information
relating to income etc. it might have happened that some more essential
information could have been collected.
• Time constraint.
• Biases and non-cooperation of the respondents.
• Financial constraint.
• Geographical selectivity in study limiting to Metro city only.
INDUSTRY PROFILE
BANKING STRUCTURE IN INDIA
Scheduled Banks in India
(A) Scheduled Commercial Banks
Public sector Private sector Foreign Banks Regional Rural

Banks Banks in India Bank
(28) (27) (29) (102)

• Nationalized • Old Private
Bank Banks
• Other Public • New Private
Sector Banks Banks
(IDBI)
• SBI and its
Associates
(B) Scheduled Cooperative Banks
Scheduled Urban Cooperative Scheduled State Cooperative

Banks (55) 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-of-the-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
INDIAN BANKING INDUSTRIES
The Indian banking market is growing at an astonishing rate,
with Assets expected to reach US$1 trillion by 2017 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.

CHART TITLE
Series 1 Series 2 Series 3
5
4.5
4.4
4.3
3.5
2.8
3
2.5
2.4
1.8
2
2
CATEGORY 1 CATEGORY 2 CATEGORY 3 CATEGORY 4
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

offering new banking products and services. Banks are now
realizing the 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 comply with
Basel II regulation.
“Indian banking industry assets are expected to reach US$1 trillion by
2010 and are poised to receive a greater infusion of foreign capital,”
says PrathimaRajan, 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."

INRODUCTION
Current bank account is opened by businessmen who have a number of

regular transactions with the bank, both deposits and withdrawals. It is
also known as d
Current account can be opened in co-operative bank and commercial
bank. In current account, amount can be deposited and withdrawn at any
time without giving any notice. It is also suitable for making payments to
creditors by using cheques. Cheques received from customers can be
deposited in this account for collection.
In India, current account can be opened by depositing Rs.500 (US $ 11)
to Rs.1,000 (US $ 22). The customers are allowed to withdraw the
amount with cheques and they generally do not get any interest. In India
Co-operative bankmay allow interest upto 1%.
Current account holder get one important advantage of overdraft facility.
Features of Current Bank Account
The main objective of current bank account is to enable the businessmen

to conduct their business transactions smoothly.
There is no restriction on the number and amount of deposits. There is
also no restriction on the withdrawals.
Generally bank does not pay any interest on current account. Nowadays,
some banks do pay interest on current accounts.
Current account is of continuing nature and as such there is no fixed

period.
“Think Investment Think Kotak”
Banks like Kotak Mahindra, standard chartered, ICICI, HDFC, and

Citibank now bring your Bank Account and Debit card to your fingertips.
With Mobile commerce, you can perform a wide range of query-based
transactions from your Mobile Phone, without even making a call.
Kotak Mahindra is one of India's leading financial institutions, offering

complete financial solutions that encompass every sphere of life. From
commercial banking, to stock broking, to mutual funds, to life insurance,
to investment banking, the group caters to the financial needs of
individuals and corporate.
The group has a net worth of over Rs.1, 800 crore and employs over
4,400 employees in its various businesses. With a presence in 82 cities in
India and offices in New York, London, Dubai and Mauritius, it services
a customer base of over 5, 00,000.
Kotak Mahindra has international partnerships with Goldman Sachs (one

of the world's largest investment banks and brokerage firms) and Old
Mutual (a large insurance, banking and asset management conglomerate).
The Kotak Mahindra Group was born in 1985 as Kotak Capital

Management Finance Limited. This company was promoted by Uday
Kotak, Sidney A.
Pinto and Kotak & Company. Industrialists Harish Mahindra and Anand
Mahindra took a stake in 1986, and that's when the company changed its
name to Kotak Mahindra
Finance Limited. Since then it's been a steady and confident journey to
growth and success.
• 1986 :Kotak Mahindra Finance Limited starts the activity of Bill

Discounting
• 1987 : Kotak Mahindra Finance Limited enters the Lease and
Hire Purchase market
• 1990 : The Auto Finance division is started
• 1991 : The Investment Banking Division is started. Takes over
FICOM, one of India’s largest financial retail marketing networks
• 1992 : Enters the Funds Syndication sector
• 1995 : Brokerage and Distribution businesses incorporated into a
separate company - Kotak Securities. Investment Banking division
incorporated into a separate company - Kotak Mahindra Capital
Company
• 1996 : The Auto Finance Business is hived off into a separate
company - Kotak Mahindra Primus Limited. Kotak Mahindra takes
a significant stake in Ford Credit Kotak Mahindra Limited, for
financing Ford vehicles. The launch of Matrix Information
Services Limited marks the Group’s entry into information
distribution.
• 1998 : Enters the mutual fund market with the launch of Kotak
Mahindra Asset Management Company.
• 2000 : Kotak Mahindra ties up with Old Mutual plc. for the Life
Insurance business.
Kotak Securities launches kotakstreet.com - its on-line broking
site. Formal commencement of private equity activity through
setting up of Kotak Mahindra Venture Capital Fund.
• 2003 : Kotak Mahindra Finance Ltd. Converts to bank
CHAPTER-2
COMPANY’S PROFILE
Established in 1984, The Kotak Mahindra Group has long been one of
India’s most reputed financial organizations. In Feb 2003, Kotak
Mahindra Finance Ltd., the group’s flagship company was given the
license to carry on banking business by the Reserve Bank of India
(RBI).This approval creates banking history since Kotak Mahindra
Finance Ltd is the first company in India to convert to a bank. The license
authorizing the bank to carry on banking business has been obtained from
the RBI in tune with Section 22 of the Banking Regulation Act 1949.
KMBL was promoted by Mr. Uday.S.Kotak, Kotak and Company Ltd
and
Mr. Sidney &A.A.Pinto under the name of Kotak Capital Management
Finance Ltd on 21st Nov 1985 and obtained a Certificate of
Commencement of Business on 11th Feb 1986.
The bank customers have access to entire VISA network of 4500 ATM’S
in India and 800000ATM’S worldwide accepted in more than 56000
establishments across India and 10 million worldwide. The customer also
has access to over 800 ATM’s with sharing arrangements with UTI
BANK, of these 125 are in the NCR.
Key group companies and their businesses
Kotak Mahindra Bank
The Kotak Mahindra Group's flagship company, Kotak Mahindra

Finance
Ltd which was established in 1985, was converted into a bank- Kotak
Mahindra Bank Ltd in March 2003 becoming the first Indian company to
convert into a Bank. Its banking operations offer a central platform for
customer relationships across the group's various businesses. The bank
has presence in Commercial Vehicles, Retail Finance, Corporate
Banking, Treasury and Housing Finance.
Kotak Mahindra Capital Company
Kotak Mahindra Capital Company Limited (KMCC) is India's premier

Investment Bank. KMCC's core business areas include Equity Issuances,
Mergers & Acquisitions, Structured Finance and Advisory Services.
Kotak Securities
Kotak Securities Ltd. is one of India's largest brokerage and securities

distribution houses. Over the years, Kotak Securities has been one of the
leading investment broking houses catering to the needs of both
institutional and non-institutional investor categories with presence all
over the country through franchisees and coordinators. Kotak Securities
Ltd. offers online and offline services based on well-researched expertise
and financial products to non-institutional investors.
Kotak Mahindra Prime
Kotak Mahindra Prime Limited (KMP) (formerly known as Kotak

Mahindra Primus Limited) has been formed with the objective of
financing the retail and wholesale trade of passenger and multi utility
vehicles in India. KMP offers customers retail finance for both new as
well as used cars and wholesale finance to dealers in the automobile
trade. KMP continues to be among the leading car finance companies in
India.
Kotak Mahindra Asset Management Company
Kotak Mahindra Asset Management Company Kotak Mahindra Asset

Management Company (KMAMC), a subsidiary of Kotak Mahindra
Bank, is the asset manager for Kotak Mahindra Mutual Fund (KMMF).
KMMF manages funds in excess of Rs 20,800 crore and offers schemes
catering to investors with varying risk-return profiles. It was the first fund
house in the country to launch a dedicated gilt scheme investing only in
government securities.
Kotak Mahindra Old Mutual Life Insurance Limited
Kotak Mahindra Old Mutual Life Insurance Limited is a joint venture

between Kotak Mahindra Bank Ltd. and Old Mutual plc. Kotak Life
Insurance helps customers to take important financial decisions at every
stage in life by offering them a wide range of innovative life insurance
products, to make them financially independent.
BOARD OF DIRECTORS
Dr. Shankar Acharya, Non-Executive Chairman
(DIN: 00033242)
Dr. Shankar Acharya, B.A. (Hons.) from Oxford University and Ph.D. (Economics) from Harvard University,
aged 71 years, has considerable experience in various fields of economics and finance. He is a Honorary
Professor at the Indian Council for Research on International Economic Relations (ICRIER). He was Chief
Economic Adviser, Ministry of Finance, Government of India; Member, Securities and Exchange Board of
India (SEBI) and Member, Twelfth Finance Commission. He has held several senior positions in the World
Bank, including Director of World Development Report (1979) and Research Advisor.
Mr. Uday Kotak, Executive Vice-Chairman and Managing Director
(DIN: 00007467)
Mr. Uday Kotak, aged 58 years, holds a Bachelor’s degree in Commerce, and a MMS degree from Jamnalal
Bajaj Institute of Management Studies, Mumbai. He is the Executive Vice-Chairman and Managing Director
of the Bank and its principal founder and promoter. Under Mr. Kotak’s leadership, over the past 31 years,
Kotak Mahindra group established a prominent presence in major areas of financial services including
Banking, Stock broking, Investment banking, Car finance, Insurance and Asset Management. He is a
member of the Primary Market Advisory Committee of SEBI, Member of the Board of Governors of Indian
Council for Research on International Economic Relations, National Institute of Securities Markets and The
Anglo Scottish Education Society (Cathedral & John Connon School). He is also a Governing Member of the
Mahindra United World College of India.
Mr. Kotak has been awarded the ‘EY World Entrepreneur of the Year Award’ in 2014 by Ernst & Young,
‘Economic Times Business Leader of the Year Award’ in 2015 by the Economic Times, ‘Best
Transformational Leader Award 2015’ by Asian Centre for Corporate Governance Sustainability in 2016, and
‘Businessman of the Year 2016’ by Business India amongst many others.
Mr. Dipak Gupta, Joint Managing Director
(DIN: 00004771)
Mr. Dipak Gupta, B.E. (Electronics), PGDM-IIM, Ahmedabad, aged 56 years, is the Joint Managing Director
of the Bank and has over 31 years of experience in the financial services sector, 25 years of which have
been with the Kotak Group. Mr. Dipak Gupta is responsible for overseeing the wealth management business,
alternative investments business which includes private equity funds and real estate funds, treasury and
asset reconstruction business of the Bank. Mr. Dipak Gupta was responsible for leading the Kotak Group’s
initiatives into the banking arena. He was the Executive Director of Kotak Mahindra Prime Limited. Prior to
joining the Kotak Group, he was with A. F. Ferguson & Company.
Mr. C. Jayaram
(DIN: 00012214)
Mr. C. Jayaram, B. A. (Economics), PGDM-IIM, Kolkata, aged 60 years, is the non-executive non-
independent director of the Bank with effect from 1st May 2016. He has varied experience of over 38 years
in many areas of finance and business. Mr. Jayaram headed the wealth management business and
international operations for Kotak Group till 30th April 2016. He was with the Kotak Group for 26 years and
was instrumental in building a number of new businesses at Kotak Group. Prior to joining the Kotak Group,
he was with Overseas Sanmar Financial Ltd.
Mr. Prakash Apte
(DIN: 00196106)
Mr. Prakash Apte, B.E. (Mechanical), aged 63 years, is presently the Chairman of Syngenta India Limited, a
leading agri business company in India. Mr. Apte, in a career spanning over 36 years has considerable
experience in various areas of management and business leadership.
During more than 16 years of very successful leadership experience in agri business, he has gained varied
knowledge in various aspects of Indian Agri Sector and has been involved with many initiatives for
technology, knowledge and skills up gradation in this sector, which is so vital for India’s food security. He
was instrumental in setting up the Syngenta Foundation India which focuses on providing knowledge and
support for adopting scientific growing systems to resource poor farmers and enabling their access to
market. He is a Director of Syngenta Foundation India, Kotak Mahindra Old Mutual Life Insurance Limited
and Indo-Swiss Centre of Excellence.
Mr. Amit Desai
(DIN: 00310510)
Mr. Amit Desai, B.Com, LLB, aged 58 years, is an eminent professional with 36 years of experience. He is
also on the Board of Kotak Mahindra Trustee Company Limited.
Prof. S. Mahendra Dev
(DIN: 06519869)
Prof. S. Mahendra Dev, PhD from the Delhi School of Economics, aged 59 years is currently Director and
Vice Chancellor, Indira Gandhi Institute of Development Research (IGIDR), Mumbai, India. He was
Chairman of the Commission for Agricultural Costs and Prices (CACP), Govt. of India, Delhi. He was
Director, Centre for Economic and Social Studies, Hyderabad for 9 years during 1999 to 2008. He has done
his Post-doctoral research at Yale University and was faculty member at the Indira Gandhi Institute of
Development Research, Mumbai for 11 years.
He has been a member of several government committees including the Prime Minister’s Task Force on
Employment and Rangarajan Commission on Financial Inclusion. He has received honors for eminence in
public service. He is the Chairman of the Committee on Terms of Trade on agriculture constituted by the
Ministry of Agriculture, Government of India. He was a member and Acting Chairman of the National
Statistical Commission in the rank of Minister of State, Government of India. He received prestigious
Malcolm Adiseshiah Award for outstanding research work on development studies. He is on the Board of
Trustees of International Food Policy Research Institute (IFPRI), Washington D.C.
Mrs. Farida Khambata
(DIN: 06954123)
Ms. Farida Khambata, aged 67 years, is Master of Arts in Economics from the University of Cambridge, a
Master of Science in Business Management from the London Business School and a Chartered Financial
Analyst. She is currently Global Strategist of Cartica Management, LLC and a member of its Investment
Committee. She was earlier with International Finance Corporation (IFC) and was a member of IFC’s
Management Group, the senior leadership team of IFC. In her last position at IFC she served as Regional
Vice President in charge of all operations in East Asia and the Pacific, South Asia, Latin America and the
Caribbean and the Global Manufacturing Cluster. Ms. Khambata joined IFC in 1986 from the World Bank
where she managed pension fund assets.
Mr. Mark Edwin Newman
(DIN: 03518417)
Mr. Mark Edwin Newman, aged 50 years is a Chartered Accountant and has obtained Mathematics
(Honours) degree from King’s College London. Mr. Mark Newman is Head of Retail Challengers and Growth
Markets, Asia. He started his career at Deloitte Haskins and Sells where he qualified as a Chartered
Accountant before joining ING in 1992, in London, before transferring to Asia in 1996 where he has held a
number of roles including Head of Financial Markets, Asia and CEO Wholesale Banking, Asia.
Mr. Uday Chander Khanna
(DIN: 00079129)
Mr. Uday Chander Khanna, aged 67 years, is a Chartered Accountant by qualification. Mr. Khanna is
currently the Non-Executive Chairman of Bata India Ltd. Mr. Khanna was Managing Director & CEO of
Lafarge India from July 2005 to July 2011 and the Non-Executive Chairman of Lafarge India from July 2011
to September 2014. He joined the Lafarge Group in Paris in June 2003 as Senior Vice President for Group
Strategy, after an extensive experience of almost 30 years with Hindustan Lever/Unilever in a variety of
financial, commercial and general management roles both nationally and internationally. His last position
before joining Lafarge was Senior Vice President- Finance. Unilever - Asia, based in Singapore. He has
earlier been on the Board of Hindustan Unilever as Director - Exports, after having served as Financial
Controller and Treasurer of the company. He has also worked as Vice Chairman of Lever Brothers in Nigeria
and General Auditor for Unilever - North America, based in the USA. He is a Member of the Board of
Governors of The Anglo Scottish Education Society and Jt. Managing Trustee of the Indian Cancer Society.
Mr. K.M.Gherda – Executive Chairman
♣ Mr. Uday Kotak –Executive Vice Chairman and Managing Director
♣ Mr. Anand Mahindra –Co Promoter of Kotak Mahindra Bank and

Vice Chairman and Managing Director of Mahindra and Mahindra
♣ Mr. Cyril Shroff –Co Promoter
♣ Mr. Pradeep N Kotak –Agri Division of Kotak and Company

Limited
♣ Dr. Shanker Acharya

♣ Mr. Shivaji Dam –Managing Director Kotak Mahindra Old Mutual
Life Insurance Limited
♣ Mr. C.Jayaram –Executive Director
♣ Mr. Dipak Gupta –Executive Director
Subsidiaries
Kotak Mahindra Uday Kotak (C)

Prime Limited
VyomeshKapasi (MD)
Profile of Board of
Direct Chandrashekhar Sathe
ors Narayan S.A.
Shanti Ekambaram
Prof. S. Mahendra Dev
2 Kotak Securities Limited Uday Kotak (C)
FalguniNayar
Profile of Board of Directors
Narayan S.A.
Noshir Dastur
K.V.S. Manian
Kamlesh Rao
Ravi Iyer
3 Kotak Mahindra Capital Company Uday Kotak (C)

Limited
Dipak Gupta
Profile of Board of Directors S Ramesh (MD & CEO)
Sourav Mallik (JMD)
Jaimin Bhatt
KVS Manian
T. V. Raghunath
4 Kotak Mahindra Old Mutual Life Uday Kotak (C)

Insurance Limited
Shailesh Devchand (VC)
Profile of Board of Directors G. Murlidhar (MD)
Dipak Gupta
Anita Ramachandran
David Buenfil
Gaurang Shah
Paresh Parasnis
Prakash Apte
Shivaji Dam
5 Kotak Mahindra Investments Uday Kotak (C)

Limited
Mr. Paritosh Kashyap (MD)
Profile of Board of Directors Dipak Gupta
Chandrashekhar Sathe
KVS Manian
Padmini KhareKaicker
6 Kotak Mahindra Asset Management Uday Kotak (C)

Co. Limited
Nilesh Shah (MD)
Profile of Board of Directors Bipin R. Shah
C. Jayaram
Gaurang Shah
Nalin Shah
Sukant Kelkar
Sanjiv Malhotra
7 Kotak Mahindra Trustee Company Amit Desai (C)

Limited
ArunPalkar
Profile of Board of Directors Balan Wasudeo
Noshir Dastur
8 Kotak Mahindra Pension Fund Balan Wasudeo

Limited
Gaurang Shah
Profile of Board of Directors Nilesh Shah
Tushar Mavani
9 Kotak Mahindra (International) BabooTeeruthRajsingRamgoolam

Limited
Christopher Daniel
Profile of Board of Directors DoomrajSooneelall
Louis Didier Merle
MamodeIzamNathadkhan
Neeraj Malhotra
Somer Massey
10 Kotak Mahindra (UK) Limited Dipak Gupta
Abhishek Bhalotia
Sanjeev Kumar Prasad
Gaurang Shah
Hasan Askari
RuchitPuri
11 Kotak Mahindra Inc. Abhishek Bhalotia
Dipak Gupta
Christopher Daniel
Gaurang Shah
Gijo Joseph
12 Kotak Mahindra Asset Management Gaurang Shah

(Singapore) Pte Limited
Nitin Jain
Profile of Board of Directors RuchitPuri
13 Kotak Mahindra Financial Services Gijo Joseph

Limited
Shanti Ekambaram
Profile of Board of Directors Somer Massey
14 Kotak Investment Advisors Limited Dipak Gupta
Jaimin Bhatt
Shanti Ekambaram
Sriniwasan Subramanian
15 Kotak Mahindra Trusteeship K.M.Gherda (C)

Services Limited
Profile of Board of Directors Chetan Desai
Shivaji Dam
Tushar Mavani
16 Kotak Infrastructure Debt Fund Dipak Gupta

Limited
K.V.S. Manian
Profile of Board of Directors Arvind Kathpalia
Uday Phadke
17 Kotak Mahindra General Insurance Gaurang Shah

Company Limited
Mahesh Balasubramanian(MD)
(CEO)
G. Murlidhar
ViratDiwanji
Dhananjay Date
Anu Aggarwal
Arun Agarwal
18 IVY Product Intermediaries Limited Mahesh Dayani
AmbujChandna
Chetan Desai
CHAPTER-3
Product Detail
Kotak Mahindra Bank is one of the prominent subsidiaries of Kotak
Mahindra group. The activities of the company being parallel to its
objective are very wide and cover all the components of a Bank. The
Basic area of Operations is the Banking business, other products are
meant for the regular revenue generation. Being a Banking house, the
company is in regular touch with Banking Accounts, Investment
Services, Convenience Banking and Other Services.
They offer complete solutions that address all your financial

requirements, whether you're an individual or a firm. From everyday
banking to long term investments — their offering covers it all. This wide
range of products is delivered to you with a genuine understanding of
your specific need and warm, personalised service.
Kotak Mahindra Bank, it's not about selling you many different products
— it's about working out a holistic, pragmatic solution that addresses
your financial needs. Through their varied products,they commit
themselves to becoming “banker” to the customer rather than being “asset
financier” to our customers.
Banking Accounts
There are three types of banking account:
Savings Account Current Account Term Deposit
SAVINGS ACCOUNT
“Choose from our range of Savings Accounts”
KOTAK MAHINDRA has got a variety of options of savings accounts to

choose from for its customers according to their convenience and
requirements .These savings accounts offer attractive returns along with
personalized banking services at three convenient average quarterly
balances(AQB)levels of Rs. 10000 (KOTAK EDGE SAVINGS
ACCOUNT),Rs. 20000 (KOTAK PRO SAVINGS ACCOUNT) and at
Rs75000(KOTAK ACE SAVINGS ACCOUNT).The average quarterly
balance levels as well the corresponding services and benefits try to
ensure the various customer needs and requirements.
Thus the three account opening options in savings account are as

mentioned above:
♣ EDGE SAVINGS ACCOUNT: Kotak Mahindra Bank´s Edge
Savings Account is a complete financial package customized to

suit individual banking needs. Its constant endeavour is to enable
regular financial transactions through online platform so that most
of payments can be made directly through your account or card.
Features & Benefits
Wide ATM access through the Kotak Mahindra Bank Debit Card
One can walk into any KOTAK or HDFC Bank ATMs to withdraw cash
or enquire balance at no extra charge!
Multiple Access Channels Access
An account through phone, mobile phone or internet to get information

about account balance or track transactions. One can even transfer funds
through Phone Banking or Net Banking.
Financial payments facilitated through the savings account
Use the free Payment Gateway to make online payments for utility bills,
credit cards, online trading of shares or even online shopping.
Quick and easy funds transfer
Quick funds transfer to a third party account with another Bank is

available across 15 locations through Net Banking. Also get a multi-city
cheque book so that money from account is received by the beneficiary in
the fastest possible time.
Free investment account
One can open an investment account, and use the Net Banking facility to
purchase/redeem mutual funds online while directly debiting / crediting
your Bank Account. Besides this you get a consolidated view of all your
mutual fund investments across schemes with updated returns status,
latest NAV information and research reports.
Attractive returns
Earn better returns in your savings account, with our 2-Way Sweep
facility that automatically sweeps out idle funds, above a threshold, from
your account into Term Deposits. These Term Deposits sweep back into
your account to meet fund requirements when your withdrawals exceed
the balance available in your account, thereby providing you maximum
liquidity.
♣ PRO SAVINGS ACCOUNT:
Kotak Mahindra Bank´s Pro Savings Account is an account packed with

powerful features to provide a superior banking experience at a very
comfortable balance requirement. They provide a relationship manager
who will specifically take care of banking and investment needs.
Features & Benefits
Free ATM access all domestic VISA ATM network
Walk into any VISA ATM in India to check balance or withdraw cash
absolutely free. no longer have to worry about locating your Bank or
Partner Bank ATM – Use the first VISA ATM that you spot, for cash
withdrawal or balance enquiry transactions.
Multiple access channels
Access your account through phone, mobile phone or internet to get

information on your account balance or track your transactions. You can
even transfer funds through Phone Banking or Net Banking.
Free investment account
One can open an investment account, and use the Net Banking facility to
purchase/redeem mutual funds online while directly debiting / crediting
bank account. Besides this get a consolidated view of all the mutual fund
investments across schemes with updated returns status, latest NAV
information and research reports.
Use our free Payment Gateway to make online payments for utility bills,
credit cards, online trading of shares or even online shopping.
Quick funds transfer to a third party account with another Bank is

available across 15 locations through Net Banking. Also get a multi-city
cheque book so that money from account is received by the beneficiary in
the fastest possible time
Attractive returns
your account to meet fund requirements when your withdrawals exceed
the balance available in your account, thereby providing you maximum
liquidity.
Dedicated relationship manager
You get a one point contact for all your banking related queries and
transactions. Your relationship manager will also help you with financial
planning and sound investment decisions.
Free banking transactions
You can issue demand drafts or send cheques for collection on branch
locations without any charge to your account.
♣ ACE SAVINGS ACOUNT:
Kotak Mahindra Bank's Ace Savings Account has been designed as a

gateway to a world of financial benefits and privileged banking
transactions. The account carries benefits ranging from personal
investment advisory services to concierge services to free banking
transactions. Onewill find that this package of services and privileges is
unmatched by any other savings account in the market.
Features & Benefits
Free access at all domestic and international VISA ATMs
No longer have to worry about locating your Bank or Partner Bank ATM
- Use the first VISA ATM that you spot, for free cash withdrawal or
balance enquiry transactions. So walk into any VISA ATM in India or
abroad to withdraw cash or for balance enquiry.
Multiple access channels
Access the account anytime through land line, mobile phone or internet to
get information on account balance or track transactions. One can even
transfer funds through Phone Banking or Net Banking.
Use the free Kotak Payment Gateway to make online payments for
utility bills, credit cards, online trading of shares or even online shopping.
All this at the click of a mouse!
Transfer funds easily and with speed, to a beneficiary account at another

bank. One can avail of this facility by walking into any of branches or by
simple logging on to Net Banking. Also get a free multi-city cheque book
so that money from your account is transferred to the beneficiary's
account at any of branch locations, in the fastest possible time.
Free banking transactions
One can issue demand drafts or send cheques for collection at all
branches for no extra charge.
Attractive returns
account to meet fund requirements when withdrawals exceed the balance
available in the account, thereby providing maximum liquidity.
CURRENT ACCOUNT
Kotak Mahindra Bank offers unparalleled advantages with its three
Current Account offerings. Whether small/ mid size business or an
enterprise spread across multiple locations in the country, would find a
Current Account that's just designed for you. These Current accounts
offer attractive returns along with personalized banking services at three
convenient average quarterly balances(AQB)levels of Rs. 25000
(KOTAK EDGE SAVINGS ACCOUNT),Rs. 50000 (KOTAK PRO
SAVINGS ACCOUNT) and at
Rs250000(KOTAK ACE SAVINGS ACCOUNT).The average quarterly
balance levels as well the corresponding services and benefits try to
ensure the various customer needs and requirements. With features
ranging from
Free DDs, Free Cheque Collection, Free At -Par Cheque facility to Free
Trading Account & free Demat Account, and more!
Thus the three account opening options in savings account are as

mentioned above:
Edge Current Account
In need of a well equipped bank account to keep pace in all the business
endeavors. They offer the Kotak Edge Current Account, armed with
Kotak 2-Way Sweep and the entire gamut of Banking Privileges,
providing thatextra edge to get ahead. The feature rich Kotak Edge
Current Account is the ideal way to make money work harder.
Features & Benefits
Multi City Banking
Current account/s with Kotak Mahindra Bank will be recognized in every

other branch. One can just walk into a Kotak Mahindra Bank branch in
any of our branches across country to satisfy all the banking needs.
2 - Way Sweep* : Term Deposit linked Current Account
Kotak 2-Way Sweep ensures that money never stops working for you.
Daily balances, above a threshold level, in Current Account are
automatically swept out into Term Deposits (TD). This 'swept out
amount' is brought back into account to meet fund requirements when
withdrawals exceed the balance available in the account (or when the
account balance goes below the specified threshold level.) With Kotak 2-
Way Sweep you enjoy the twin advantages of attractive returns &
maximum liquidity.
Free Demand Drafts and Pay Orders
Enjoy the benefit of our free Demand Drafts, payable at Kotak Mahindra
Bank Branch location in India.
At-par Cheques
Get free At-par Cheques that are treated as 'local clearing' cheques across
all branch locations. All these at nominal costs.
Cheque Collection
All Outstation cheques, drawn on any of branch locations, are collected

'at nominal charge' for you. The strong network of correspondent banks
enables us to collect cheques from 1600 locations across India at faster
speed and minimal cost
Mobile Banking and Alerts
Our Mobile Banking & Alerts service enables to access bank account on
Mobile Phone. One can access all your standing instructions (SI), any
large credits or debits, available balance, balance below AQB, any SI
failure and
SIs successfully executed will be intimated to you via SMS
Pro Current account
You need a well equipped bank account to keep pace with you in the ever
changing business scenario. We offer you the Kotak Pro Current
Account, armed with Kotak 2-Way Sweep, as well as an entire
gamut of Banking Privileges and 'user-friendly' Convenience
Banking facilities. The feature rich Kotak Pro Current Account is
the ideal way to make your money work harder.
Key Features
• Dedicated Relationship Manager

• Free Demand Drafts & Pay Orders>
• Free At Home Services
• Better Forex rates and Efficient Trade Services
ACE Current Account
In the need of a well equipped bank account to keep pace with you in the
ever changing business scenario. They offer you the Kotak Ace Current
Account, armed with Business benefits and exclusive Ace Privileges and
an entire gamut of banking conveniences especially designed for you.
The feature rich Kotak Ace Account is the ideal way to make money
work harder Term Deposits
Key Features
• Ease and convenience of operation

• Liquidity through overdraft or sweep-in facility
• No penalty on pre-mature encashment
• Nomination facility available
Give your portfolio stability of returns and safety and liquidity. Invest in
Kotak Bank Term Deposit. It offer attractive returns on term deposits and
investing in them is really simple and convenient.
Features & Benefits
Ease and convenience of operation
For the first time in India, New to Bank customer can also apply online
for term deposit.
An existing customer,can place a term deposit through Phone Banking or

Net Banking. What's more, one can even renew this deposit by placing an
instruction over phone. Needless to mention, he can do all this and more
by walking across into any of branches.
Liquidity through overdraft or sweep-in facility
Deposit will be available to you should you need them in case of an

emergency. One can avail upto 85% overdraft against term by paying 2%
above deposit rate. This facility is available for deposits above Rs.50,000
for a tenure of 181 days or more. One can also choose to link term
deposit to savings / current account, whereby if need be, term deposit will
automatically be encashed to meet withdrawal requirement.
No penalty on pre-mature encashment
In case term deposit is pre-maturely encashed,one will earn interest at the

rate prevailing on the date of deposit for the withdrawn amount.
Nomination facility available
One can avail this facility for each & every account that open with us i.e.
nominate different persons for different term deposit accounts can choose
to change the nominee through a declaration in the appropriate form to
revise the nomination during the term of the deposit.
INVETSMENT SERVICES
“Making your money grow”
At Kotak Mahindra Bank,canrecognise that financial needs vary, not just

amongst individuals, but across the different stages of your life. They
have years of experience in helping people put together an investment
portfolio that works best for them.
DEMAT
Key Features
• Efficient depository services that allow you to hold your shares in

convenient, "demat" formats
• Leverage opportunities in the stock-market when you

spot them
It offers streamlined, efficient depository services that allow to hold

shares in the convenient "demat" formats and leverage opportunities in
the stockmarket when you spot them Being a brokerage house, the
company is in regular touch with the share market and its relative indexes
like NSE &BSE, NCDEX. NSDL, CSDL. Let’s understand the relative
terms :
SEBI (Stock Exchange board of India)

It check out on NSE and BSE and all type of share trading (Both primary
and secondary market)
NSE &BSE: - Kotak Mahindra Bank allows to costumer to trade in share

with NSE and BSE both (in primary and secondary market both). In BSE
costumer can trade in 2452 stocks and in NSE costumer can trade in 933
companies. The index of NSE is Nifty and for BSE Sensex
NSDL AND CSDL

Kotak Mahindra Bank allow to costumer to invest in mutual fund and
bonds. NSDL (National security depository limited) and CSDL (Central
security depository limited check out on this type of investment
MCX AND NCDEX

Kotak Mahindra Bank also allow to costumer to trade in commodity by
MCX (Multi Commodity exchange) and NCDEX (National Commodity
daily exchange. In NCDEX 55 commodity are to trade
PRODUCTS OFFERED BY KOTAK MAHINRA BANK
The following are the various products of Kotak Mahindra Bank:
DEMAT & ON LINE TRADING ACCOUNT :
The 3-in-1 account integrates your banking, broking and demat accounts.
This enables you to trade in shares without going through the hassles of
tracking settlement cycles, writing cheques and Transfer Instructions,
chasing your broker for cheques or Transfer Instructions etc.
INITIAL PUBLIC OFFERS(IPO’S)
In the above products we have discussed investment in equity through

secondary markets .another way of investing in equity markets is through
the primary market route .whenever a company comes out with an initial
public offering you may choose to apply for the share. Based on number
of valid application received, the company would then allot the share to
applicants.
The offline way of investing in an IPO is by filling physical application

forms, cheques. And submitting the forms through your broker. With
KOTAK MAHINDRA BANK all you have to do is filling number of
share on the site and submit.
DERIVATIVES
Customers with different types of risk profile can use derivatives.

• Hedging the cash market position – ideal for low risk profile.
• Taking advantage of arbitrage opportunity in equity and derivatives
markets –ideal for low risk profile
• Taking a view on stock/index for as long as 3 month period –
medium risk profile
• Speculative trading-high risk profile
KOTAK MAHINDRA BANK offers online investment in future and
option, with benefit of automated settlements and online risk monitoring
system
Mutual Funds
Key Features
• Assitance at every step of the investment process

• An experienced research team to analyse and research the Mutual
Funds available in the market
• Portfolio assistance
h team analyses and researches the Mutual Funds available in the market,
helping you make more informed decisions. The recommendations take
into account all relevant factors including the investment philosophy of
the Asset Management Company, portfolio quality, risk-adjusted returns
and market trends.
The Mutual funds on advisory list range form Debt to Equity funds and
are drawn from top performing schemes of renowned Mutual Fund
houses like Franklin Templeton, Kotak, Reliance, Prudential ICICI
etc.Relationship Manager will recommend the funds that suit the
investment objectives.
Instead of buying shares of different companies tracking the price

movement’s performance of the company, growth prospects of the
industries etc. and then taking your own buy/sell decision, you may
consider making investment in equity/debt market through the mutual
fund route. Mutual fund is a SEBI registered entity that pools the money
of many individuals’ investors to purchase the stocks, bond or other
financial instruments .professional
Management and diversification are the two primary benefits of mutual
fund investing. For beginners, or for customer who are unable to spend
time on researching stocks themselves, mutual fund is an ideal route for a
investment in equity. Investing in mutual funds offline involves, tracking
down the agents appointed by the mutual funds AMCs, filling lengthy
forms, writing cheque, rushing to the office of the agents before the cut
off timing to ensure that the desired
NAV is allotted
CONVENIENCE BANKING
“Anywhere, Anytime Banking”
In today's day and age time is money. You work hard and have a busy
schedule. Doing banking should be easy and convenient and not add to
worries.
Kotak Mahindra Bank realize this and have specially tailored a wide
range of value added products and services to make money work for you.
These, coupled with the highest standard of customer care will make life
simpler and easier.
Multiple Banking Channels
Today the technology driven banks are finding various means to reduce
costs and reach out to as many customers as possible spread over a
diverse area. This has led to using multiple channels of delivery of their
products.
ATM (Automatic Teller Machine) :
An ATM is basically a machine that can deliver cash to the customers on

demand after authentication. However, nowadays we have ATMs that are
used to vend different FMCG products also. An ATM does the basic
function of a bank’s branch, i.e., delivering money on demand. Hence
setting of newer branches is not required thereby significantly lowering
infrastructure costs.
Cost reduction is however possible only when these machines are used.
In India, the average cash withdrawal per ATM per day has fallen from
100 last years to 70 this year. Though the number of ATMs has increased
since last year, it is not in sync with the number of cards issued. Also,
there are many dormant cardholders who do not use the ATMs and prefer
the teller counters. In spite of these odds, Indian banks are increasing the
number of ATMs at a feverish pace. These machines also hold the keys to
future operational efficiency
Account holders of Kotak Mahindra Bank Saving Account having Visa
Electron Debit Card can access other Banks ATM machines unlimited
times per month for free, after that the Account holder has to pay nothing
for the transaction. But also holders of ATM cards cannot access
machines belonging to other Banks.
The number of ATM machines installed by Kotak Mahindra Bank is 20
in Delhi and the All India tally is 156 machines. When this figure is
compared to ICICI Bank which has thrice the number of machines in
Delhi or HDFC Bank which has nearly twice the number of machines in
Delhi, this is worrying for Kotak Mahindra Bank.
“Growth In ATM Machine With Increased Use”
The Table below shows the number of ATM machines belonging to
various banks in India:-
NAME OF BANK NUMBER OF ATM NUMBER OF ATM
MACHINES MACHINES
(ALL INDIA BASIS) (DELHI)
KOTAK MAHINDRA 250 60

Bank
ICICI Bank 560 112
HDFC Bank 625 66
IDBI 350 43
CITIBANK 160 22
HSBC 103 21
AMN Amro 40 13
UTI 507 -
GTB 250 20
From the above table we can clearly see that HDFC Bank is the Bank
which has highest number of ATM machines on All India basis, this is
followed by ICICI Bank, then UTI.
When we look at the concentration of machines in the Delhi Region we

see that out of ICICI Bank’s 560 Machines 112 are located in Delhi
representing 20%.
The corresponding figure for Kotak Mahindra Bank is 14.2%. HDFC
Bank is 11.8%, IDBI Bank is 12.3%, and CITIBANK is 13.75%.
Net Banking:
Net banking means carrying out banking transactions via the Internet.
Thus the need for a branch is completely eliminated by technology. Also
this helps in serving the customer better and tailoring products better
suited for the customer.
A customer can view his account details, transaction history, order drafts,
electronically make payments, transfer funds, check his account position
and electronically communicate with the bank through the Internet for
which he may have wanted to visit the bank branch.
Net banking helps a bank spread its reach to the entire world at a fraction
of the cost
Phone Banking:
This means carrying out of banking transaction through the telephone. A

customer can call up the banks help line or phone banking number to
conduct transactions like transfer of funds, making payments, checking of
account balance, ordering cheques, etc. This also eliminates the customer
of the need to visit the bank’s branch. Mobile Banking
:
Banks can now help a customer conduct certain transactions through the
Mobile Phone with the help of technologies like WAP, SMS, etc. This
helps a bank to combine the Internet and telephone and leverage it to cut
costs and at the same time provide its customer the convenience. Thus it
can be seen that tech savvy banks are tapping the entire above alternative
channels to cut costs improve customer satisfaction
SMS Banking
Kotak Mahindra Bank's SMS Banking service enables you to access your
bank account, investment account and demat account on your Mobile
Phone. Now get latest update on your account balance, salary credits,
large debits, large credits, holding value and much more, on your mobile
anytime.
INTERNET BANKING
INTRODUCTION
The Internet banking is changing the banking industry and is having the
major effects on banking relationships. Internet banking involves use of
Internet for delivery of banking products & services. It falls into four
main categories, from Level 1 - minimum functionality sites that offer
only access to deposit account data - to Level 4 sites - highly
sophisticated offerings enabling integrated sales of additional products
and access to other financial services- such as investment and insurance.
DRIVERS OF CHANGE
Advantages previously held by large financial institutions have shrunk

considerably. The Internet has leveled the playing field and afforded open
access to customers in the global marketplace. Internet banking is a
costeffective delivery channel for financial institutions. Consumers are
embracing the many benefits of Internet banking. Access to one's
accounts at anytime and from any location via the World Wide Web is a
convenience unknown a short time ago.
The primary drivers of Internet banking are:

· Improve customer access
· Facilitate the offering of more services
· Increase customer loyalty
· Attract new customers
OTHER SERVICES
BANKING HOURS
Kotak Mahindra Bank Account holders have been able to infer that
Branch
Banking is the second most Frequent Point of Interaction with the Bank.
The Average Banking Hours is a very important aspect associated with
any Bank. In today’s fast paced life where people who hold Accounts
with the
Bank are busy working it is important that they can find a way to visit the
Bank without having to miss out on work.
The Average Banking Hours of Kotak Mahindra Bank is from 9am to

7pm, the Bank is open to the public for ten hours. These timings are
convenient for especially those Account holders who are working, these
people can visit the Bank after their Office finishes.
Apart from the Average Banking Hours Kotak Mahindra Bank offers to
it’s
Account holders 24 Hour Branch, 365 Days Branch and the facility of
Sunday Banking.
Kotak Mahindra Bank is the only Bank which offers a 24 Hour Branch in
India, this is a big boon for people who cannot take the time out to visit
the Bank during the normal working hours and is also very handy during
emergencies.
the 365 Day Branch of Kotak Mahindra Bank is also unique and the only
other Bank offering this service is ABN Amro , this Branch is open
regardless of the fact that it is a Sunday or a public holiday.
Sunday Banking is very useful for people who are busy throughout the
week and the only day when they find the time is Sunday. Other Banks
offering this service apart from Kotak Mahindra Bank are ABN Amro
and CITIBANK.
Best Compliments Card – the perfect gift

Introducing Best Compliments Card - the prepaid card from Kotak
Mahindra Bank. It lets your loved ones choose their own gift or shop
or enjoy at any place that accepts Visa cards, be it a shopping mall, a
restaurant or a multiplex. So go ahead and give someone the perfect
gift!
No Kotak Mahindra Bank account required
Not restricted to a single brand or outlet - accepted at over 3 lakhs

merchant establishments in India that accept Visa cards
Can be used at your convenience - no need to spend the entire value in a

single purchase
Attractively packaged and ready-to-gift
Available at all Kotak Mahindra Bank branches
Valid for two years from date of issue of card

COMPETIVE PROFILE
HDFC BANK
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.
As of March 31, 2008, the Bank’s distribution network was at 761

Branches and 1977 ATMs in 327 cities as against 684 branches and
1,605 ATMs in 320 cities as of March 31, 2007. Against the regulatory
approvals for new branches in hand, the Bank expects to further
expand the branch network by around 150 branches by June 30, 2008.
During the year, the Bank stepped up retail customer acquisition with
deposit accounts increasing from 6.2 million to 8.7 million and total
cards issued (debit and credit cards) increasing from 7 million to 9.2
million.Whilst credit growth in the banking system slowed down to
about 22% for the year ended 2007-08, the Bank’s net advances grew
by 35.1% with retail advances growing by 38.6% and wholesale
advances growing by 30%, implying a higher market share in both
segments.
The transactional banking business also registered healthy growth With
cash management volumes increased by around 80% and trade services
volumes by around 40% over the previous year. Portfolio quality as of
March 31, 2008 remained healthy with gross nonperforming assets at
1.3% and net non-performing assets at 0.4% of total customer assets.
The Bank’s provisioning policies for specific loan loss provisions
remained higher than regulatory requirements.
HDFC BANK PRODUCT AND CUSTOMER SEGMENTS
PERSONAL BANKING
Loan Product Deposit Product

Investment &
Insurance
• Saving a/c • Mutual Fund

• Current a/c • Bonds
• Auto Loan • Knowledge
• Fixed deposit
• Loan Against Centre
• Demat a/c
Security • Insurance
• Safe Deposit Lockers
• Loan Against • General and
Property Health
• Personal loan Insurance
• Credit card • Equity and
• 2-wheeler loan Derivatives
• Commercial • Mudra Gold
vehicles finance Bar
• Home loans
• Retailbusiness
banking
• Tractor loan
• Working Capital
Finance
• Construction
Equipment
Finance
• Health Care
Finance
• Education Loan
• Gold Loan
Cards Payment Services
Access To Bank
• Credit Card • NetSafe • NetBanking

• Debit Card • Merchant • OneView
• Prepaid Card • Prepaid Refill • InstaAlert
• Billpay MobileBanking
• Visa Billpay • ATM
• InstaPay • Phone
------------------------------- • DirectPay Banking
- • VisaMoney Transfer • Email
Forex Services • e–Monies Statements
------------------------------- Electronic • Branch
Funds Transfer Network
• Product & Services
• Online Payment of Direct
• Trade Services
Tax
• Forex service
Branch Locater
• RBI Guidelines
WHOLESALE BANKING
Corporate
Small and Medium Financial Institutions
Enterprises and Trusts
• Funded • Funded Services BANKS Sub-

Services • Non • Clearing
Funded
• Non Funded Membership –
Services
Services • RTGS
• Specialized Services submembership
• Value Added
• Value added
Services • Fund Transfer
services • ATM Tie-ups
• Internet
• Internet Banking
Banking • Corporate Salary a/c •
Tax Collection
Financial Institutions
Mutual Funds
Stock Brokers
Insurance Companies
Commodities Business
Trusts
HDFC BANK Market Strategy Emphasizes The Following:

• Increase market share in India’s expanding banking and
financial services industry by following a disciplined growth
strategy focusing on quality and not on quantity and delivering
high quality customer service.
• Leverage our technology platform and open scaleable systems to
deliver more products to more customers and to control
operating costs.
• Maintain current high standardsfor asset quality through
disciplined credit risk management.
• Develop innovative products and services that attract the
targeted customers and address inefficiencies in the Indian
financial sector.
• Continue to develop products and services that reduce bank’s cost
of funds.
• Focus on high earnings growth with low volatility.
Products and Services – HDFC Bank
Product range: The following is the product range offered at

HDFC: While various deposit products offered by the bank are
assigned different names, the deposit products can be categorized
broadly into the following types. Definition of major deposit
schemes are as under:
-
1. Demand deposits:
"Demand Deposits" means a deposit received by the bank which is
withdrawn able on demand; a) Savings Account:
"Savings Deposits" means a form of Demand Deposit which is
subject to restrictions as to the number of withdrawals as also the
amounts of withdrawals permitted by the bank during any specified
period; HDFC provides with saving bank account with the usual
facilities, and one also gets a free ATM card, intrbranch banking,
bill payment facilities, phone banking and mobile banking.
2. Term Deposits:
"Term Deposit" means a deposit received by the bank for a fixed
period withdraw able only after the expiry of the fixed period and
includes deposits such as Recurring / Double Benefit Deposits /
Short Deposits / Fixed Deposits / Monthly Income Certificate /
Quarterly Income Certificate.
3. Notice Deposit:
''Notice Deposit'' means Term Deposit for a specific period but
which can be withdrawn on giving at least one complete banking
day's notice.
4. Current Account:
"Current Account" means a form of Demand Deposit wherefrom

withdrawals are allowed any number of times depending upon the
balance in the account or up to a particular agreed amount and will
also include other deposit accounts which are neither Savings
Deposit nor Term Deposit; The account holder gets a personalized
cheque book, monthly account statements, and Inter-branch
banking.
5. Corporate Account:-
These are more commonly known as Salary Accounts. These are

account in HDFC bank with zero balance. These are given to
salaried people. These accounts are opened by the employer for the
employees to deposit the salary of the employee directly to the
account.
6. HDFC Bank Preferred:-

A preferential Savings Account where in, one is assigned with a
dedicated Relationship Manager, who’s you’re the one point
contact. One also get privileges like fee waivers, enhanced ATM
withdrawal limit, priority locker allotment, free Demat Account
and lower interest rates on loans
7. Sweep-In Account:-
A Fixed Deposit linked to one’s Savings Account. So, even if

one’s Savings Account runs a bit short, one can issue a cheque (or
use ATM Card). The money is automatically swept in to one’s
Savings Account from one’s Fixed Deposit Account. The excess
funds in the account are directly transferred to the fixed deposit
account of the account holder.
8. Super Saver Account:
It gives one an overdraft facility up to 75% of one’s fixed deposit.

In an emergency, you can access your funds while your fixed
deposit continues to earn high interest.
9. HDFC Bank Plus:
Apart from Regular and Premium Current Accounts HDFC also has
HDFC Bank Plus, a Current Account and then something extra for
the HDFC bank customers. One can transfer up to Rs. 50 lakh
every month at no extra charges, between the four metros. One can
also avail cheque clearing between the four metros, get cash
delivery/pick-up up to Rs. 25000/-, home delivery of demand
drafts, at-par cheque, outstation cheque clearing facility, etc.
10. Demat Account:
One can conduct hassle-free transactions on the stock market for

one’s shares. The shares held by the customer are protected from
damage, loss and theft, by maintaining these shares in electronic
form. This account can be accessed through Internet too.
11. Loans:
There are a variety of loan schemes offered like personal loans,

new car loans, used car loans, loan against shares, consumer loans,
two wheeler loans, and home loans. These are available with easy
payback in monthly instalments. Loans are sanctioned with easy
documentation and quick delivery.
Home Loan - Home loans for individuals to purchase (fresh /

resale) or construct houses. Application can be made individually
or jointly. HDFC finances up to 85% maximum of the cost of the
property (Agreement value + Stamp duty + Registration charges)
based on the repayment capacity of the customer
Home improvement loan

HIL facilitates internal and external repairs and other structural
improvements like painting, waterproofing, plumbing and electric
works, tiling and flooring, grills and aluminum windows. HDFC
finances up to 85% of the cost of renovation (100% for existing
customers) subject to market value of the property.
Purpose
External repairs
Tiling and flooring
Internal and external painting
Plumbing and electrical work
Waterproofing and roofing
Grills and aluminum windows
Waterproofing on terrace
Construction of underground/overhead water tank
Paving of compound wall (with stone/tile/etc.) Home
extention loan
HEL facilitates the extension of an existing dwelling unit. All the terms
are the same as applicable to Home Loan.
• Purpose
HDFC Home Extension Loan makes it convenient for you to
extend or add space to your home. Be it an additional room, a
larger bathroom, or even enclosing an open balcony.
• Maximum loan
• 85% of the cost of extension
• Maximum Term
20 years subject to your retirement age
• Applicant and Co- Applicant to the loan
Home Loans can be applied for either individually or jointly.
Proposed owners of the property, will have to be co-applicants.
However, the co-applicants need not be co- owners.
• Adjustable Rate Home Loan
Loan under Adjustable Rate is linked to HDFC's Retail Prime

Lending Rate (RPLR). The rate on your loan will be revised every
three months from the date of first disbursement, if there is a
change in RPLR, the interest rate on your loan may change.
However, the EMI on the home loan disbursed will not change*. If
the interest rate increases, the interest component in an EMI will
increase and the principal component will reduce resulting in an
extension of term of the loan, and viceversa.
ICICI BANK
ICICI Bank is thelargest private sector bank & the second largest bank in
the country in terms of assets. It is a pan-India player with around950
branches (including recently acquired Sangli bank). The bank has boosted
it’s overseas operations in the last three years and now has presence in 18
countries either through subsidiaries or representative offices .Together
with it’s subsidiaries , ICICI Bank offers a complete spectrum of
financial services & products ranging from commercial banking to
investment banking , mutual fund to insurance.
ICICI has a very compelling growth story ahead of it as Indian economy
continues to boom. The GDP growth in India has been an average 8% for
the last 3 years. Although I think that the market has some more
downside left to it, if I were to build a new position in ICICI, I would
start buying here on dips maybe in one-thirds or one-fourths.
Investment Rationale :
ICICI Bank will remain a one of the most fancied stocks among the
investors who believe in India’s long-term growth story.
• Retail banking though slowed down will remain focus area for
ICICI Bank
• Massive scale up in international banking
• Innovate approach to tap potential in Rural & SME sector
• Robust non-interest income compensating for slower growth in Net
Interest Income
• Sangli Bank acquisition will help the bank to improve CASA
deposits .
MARKETING STRATEGY OF ICICI BANK :
• India’s second largest bank

• 614 branches and extension counters
• 2200 ATM’S
• Biggest private sector bank in India
• Most valuable bank in India in terms of market capitalization
• Described by the competitors and industry expert in one word –
“Aggressive”
First In The Industry

• Introduced concept of branding in the Indian banking industry
• Process, People and Physical evidence – brought to life by ICICI
• Product Innovation – Put the ‘customer first’ in the true sense
• Cash on the celebrity fever – Introduced the concept of brand
ambassadors
• Introduction of DSA’s and DST’s
• Unleashed the power of the internet – introduced the concept of net
banking and e-mail marketing
• First bank to focus on retail banking as a driver for growth
• Comprehensive data centre availability & data protection solutions
In effect – changed and shaped the Indian Banking Industry
Focus Areas Of Marketing Efforts
• Target marketing and customer acquisition

• Share of wallet
• Channel strategy and management
• Relationship management and database marketing
• Product development & innovation
• Credit approval
Basis For Segmentation

• Occupation
= Different products for different occupational segment identified
• Income
= Minimum balance serves as a income segment barrier
• Geographical
= Concentrated on Tier 1 & Tier 2 Cities trying to extend reach
• Age
= Different products like student account.
Targeting:
Differentiated marketing strategy:
• Tailors its marketing campaigns to meet the needs of its target
prospects
• Creates differentiated product offering for different segment
• Use of technology in tracking customer segment.
Positioning:
• Core proposition – ‘Hum hainna’ – trust, credibility, total financial
solution provider (brought about through its cross selling effort)
• Modernization – process and physical evidence – technology as the
backbone and accelerator
• ICICI bank is absolute appalling. Their slogan of “Hum hainna” is
very apt, only that it applies to their customers (i.e. us poor
mortals).
Hum hainna&&& to bank with ICICI.
• ICICI bank the most amazing bank with a punch line as “Hum
Hain Na”, i think they mean ” Hum hain - -na (not available)”
• (Earlier I was with ICICI) I must say they rock; very good bank
with great customer support.
DISTRIBUTION STRATEGY & CHANNEL STRATEGY OF ICICI

BANK
DISTRIBUTION STRATEGY:
• Cross selling of products as a major area of focus
• Creation of concept of DSA (Direct Selling Agent)
• Creation of concept of DST (Direct Selling Team)
• Effort on the part of the bank to reach the customer rather than
waiting for the customer
• Use of internet, mobile, ATM’s and other technological device to
reach and serve the customers
•
CHANNEL STRATEGY:
Red- 35% Branch Blue- 47% ATM
Green – 6% Call centers Violet- 5% Internet Yellow- 7% COPS
PROMOTION STRATEGY, ADVERISING, PUBLIC RELATIONS,

OUT-DDOR ACTIVITIES, OTHER INITIATIVES OF ICICI
BANK.
1) PROMOTION STRATEGY:
• Corporate branding
• Product branding
Brand: result of customer interactions

As Brand exists in the customers’ mind, Brand is entirely the product of
customer experiences. Every kind of interaction with the customer that
they can relate to our brand name leaves behind some perception that
contributes to, or detracts from Brand. Hence, every interface between
our company and the customer is a medium for building Brand.
Product Promotion:
• Aimed at generating sales
• Communicates product features and benefits
• Mainly through print media
• Point of purchase promotion tools for different products to reach
the relevant customer segment.
2) PUBLIC- RELATIONS :
Purpose - To deliver communication that is uniform in its message and

yet customised for specific target audiences
• Media relations
– Press conferences
– Press Releases
– 1-1 interviews
• Investor relations
• Analyst relations
• Government relations
3) OUT-DOOR ACTIVITIES :
Need to be seen…everywhere!!’
• Events at corporate campus
• Promotional material at channel partner outlets
• Billboards
• Signages
• Kiosks in residential and commercial complexes
4) OTHER INITIATIVES :
• In-film promotions – Baghban

• Co-Branding Initiatives
– Alliance with Amway India for launch of the international
credit card. The card will enable Amway distributors to
purchase Amway products and earn and redeem reward points –
Indian Railways Catering And Tourism Development
Corporation, in conjunction with ICICI Bank, announced the
launch of mobile payments and ticketing system, offering
IRCTC customers to book railway tickets via SMS and make
payments through their ICICI Bank account.
• Cross brand associations - acquiring databases of high net worth

clientele of lifestyle products : Tie-up with ‘Woven Hues’
• Young Stars Account – Promotion through tie-up with Cartoon
Network, and in-series promotion through Tom & Jerry
• Seminars in partnership with media channels
Products and Services – HDFC Bank
ICICI Bank offers wide variety of Deposit Products to suit customer

requirements. Coupled with convenience of networked branches/ over
1800
ATMs and facility of E-channels like Internet and Mobile Banking, ICICI
Bank brings banking at the doorstep.
SAVINGS ACCOUNT
ICICI Bank offers customers a power packed Savings Account with a

host of convenient features and banking channels to transact through. So
now customers can bank at their convenience, without the stress of
waiting in queues. ICICI Bank provides its customers with various types
of savings accounts keeping in mind different needs of different people.
• Normal Savings Account

• Special Savings Account
• Senior Citizen Accounts
• Young Stars Accounts
• Women Accounts
Normal Savings Account:
The Normal savings Account that ICICI offers has the following salient
features
1. Anywhere Banking: Opening an account with ICICI is not

exclusive to the branch the customer has walked into, customer
enjoy the power of banking at any of the branches throughout
India. Customers have the power to withdraw cash up to Rs.
50,000 and make cash deposits up to Rs. 50,000 as well.
2. Internet Banking: This is a value added service that the customers
are offered free of cost it allows them to check their account

balance, pay utility bills, make fund transfers between self accounts
as well as third party at the click of the mouse.
3. Ncash debit cum ATM card: It is an international 2-in-1 card that
enables customers not only to withdraw cash from ICICI but also
from a non ICICI VISA ATM’s further it allows customers to shop
at various merchant outlets accredited to VISA across the globe.
4. Minimum Balance: Customers need not maintain a daily minimum
balance in their account. On a given day balance in the account

may drop to zero, this allows customers all their funds at their
disposal. Customers need to maintain an average balance of
Rs.5,000 per quarter. Non-maintenance of the minimum average
quarterly balance attracts a fee of Rs.750 per quarter.
Special Savings Account:
The Special Savings Account has been designed keeping in mind

the specific needs of organizations such as Trusts, Associations,
Societies, Councils, Clubs etc. It provides organizations solutions
with added value and is ideal for tax exempted entities.
The Special Savings Account has the following salient features
1. Multi-City Cheque Book: This facility allows its customers to
skip the traditional way of transferring funds to other cities

through a demand draft. The Special Savings Account holder
are issued two separate chequebooks for local and outstation
use, thereby not only saving on time but also saving on draft
commission. The cheques are payable at par at designated ICICI
Bank branches across the country. There will be no limit to the
value of cheque issued on a single day at RBI clearing centers.
For all other centers a cap of Rs.10, 00,000 on a single day
apply. All chequrebooks are personalized.
2. Quantum Optima Facility: Quantum Optima facility combines
the liquidity of a saving account and high returns of Fixed

Deposit. All balances in the saving account above Rs.25,000 are
transferred to a fixed deposit in multiples of Rs.5,000 for a time
period of one year. The funds however continue to be accessible
around the clock through ATM, and also through cheques.
Whenever the saving account balance falls below the specified
limit, sufficient amount is transferred back from the fixed
deposit by breaking in units of Rs.1,000 on last in first out basis,
the terms of the fixed deposit can be specified. This facility is
available to those
employees who do not use the overdraft facility. However one

the overdraft is regularized this facility can be resumed.
3. Others:
- Internet Banking .
-Free Anywhere banking .
-Free collection of outstation cheques.
-Free monthly account statements.
-Payroll processing for employees of the organization through ICICI

Bank Salary Accounts.
-Inward remittance through Money2India for approved trusts.
Senior Citizen Account:
The Senior Citizen Account has a few services that the Normal
Savings Account does not offer. The salient feature of the Senior
Citizen Account are
• Higher Interest Rates.

• Demand Loan / overdraft against deposits will be upto 90% of the
deposit.
• The upcountry cheque collection facility for locations with ICICI
Bank presence free of charge to the Senior Citizen customers.
• The ICICI Bank Ncash debit card is a debit-cum-ATM card
providing you with the convenience of acceptance at merchant
establishments and cash withdrawals at ATMs.
• Auto Invest Account
• Internet Banking is offered free of cost.
• Anywhere Banking - This facility entitles the account holder to
withdraw or deposit cash upto a limit of Rs.50,000 across all ICICI
Bank branches.
• You can give us various types of standing instructions like
transferring to fixed deposit accounts at regular intervals.
• An average quarterly balance of Rs 5,000 only. Non-maintenance
of the minimum average quarterly balance attracts a fee of Rs 750
per quarter.
• Nomination facility is available.
• Interest is payable half-yearly.
Young Stars Account:
Young Stars is a banking service for children, aged 1day -18 years,
brought to you by ICICI Bank to help the parents meet the present and
future aspirations that they hold for their child. It offers various savings
and investment options to the parent along with teaching the child to
manage his/her personal finance in a more responsible and independent
manner.
Young Stars will guide your child through the world of banking -through
checking the account balance, fun zones and special pages on the
internet. It makes banking a pleasure and of course teaches your child to
manage their personal finances.With the pocket money that you transfer
to your child's account, you can even shop with him / her at Young Stars
very own shopping page.
You can even open a recurring deposit in your child's name.

Once you are done with your 'banking', you can access your child's
account with all the fun links to special zones designed to suit your
child's area of interests and also impart knowledge on the current events
of the world.
Salient features:
1. Option of a Savings Bank account, Fixed Deposit account or

Recurring Deposit account.
2. Minimum balance at Rs. 500/- per quarter for Savings Bank.
3. A special Recurring Deposit account with additional features as

below:
i The parent would put forward the desired amount to be earned at the
end of the tenure
ii Based on the prevailing rate of interest, the bank staff would then back
calculate the installments to be deposited now till maturity.
4. Free personalized chequebook
5. Free Domestic Debit Card* for the child above the age of 10 years
with features as below:
a Daily withdrawals limits of Rs. 1,000/b Daily
spend limits of Rs. 1,000/c Special privileges across
select alliance partners outlets.

6. Facility to invest in GOI Relief Bonds and Mutual Funds, as GOI
Relief Bonds have been discontinued.
7. Free Internet banking.
a Separate user ids and passwords for both parents and children
b Access to special zones and links to related websites for making

internet banking a memorable experience.
8. Facility to transfer funds from parent account to kid account to

enable parents to inculcate savings habit amongst children.
9. Facility of transferring funds from the Young Stars accounts to the

RD to enable the parents to let their child earn more.
10. Alliances with various partners to meet the child's needs in varied
interest areas such as clothing, computers, books, music, toys etc.
* Available for children above the age of 10 years only.
Women’s Account:
The features of the account have been specially designed keeping in mind
a woman's financial requirements. These include
A) Recurring Deposits
B) Financial planning of children
C) Family Shield Insurance
In addition to these, all features of the existing bank account are available
with this account as well such as
•Free international debit card
•Internet Banking
•Phone Banking
•ATM's
Recurring deposit
• A small amount of money saved every month can grow to a large

amount over a period of time
•No Tax deducted at source
•Can be used for your future expenses like your child's education,
marriage, festivals, or just to buy that gold necklace you always wanted,
by keeping aside a small fixed amount every month
Family shield insurance
•Ensures the security of your family through a personal accident

insurance policy
•For an yearly premium amount of Rs.60/-, your child/family can be
insured for an amount of Rs. 2 lac (in case of surface accidents) or Rs.4
lac (in case of air accidents).
Financial Planning for Children
A "Young star" account - special account for kids to promote the savings
habit in them can be opened for just for a minimum balance of Rs.500 per
quarter. The account has the following features
•Free differentiated debit card for them
•Free differentiated cheque book
•Free internet banking
•Facility to transfer funds from parent account to kid account to enable

parents inculcate savings habit in children
Current Accounts:
Every business requires efficient banking facilities to support its business

activities. ICICI Bank offers premium quality service, unfolding a wide
array of class products. With technology leadership and service the bank
is able to meet some of the most challenging financial needs of clients.
A Current Account is one that is required by Businessman, Joint stock

companies, Institutions, Public authorities, public corporations etc.
Any business that has numerous banking tranactions need a current
account as it
• Allows running account supporting unlimited withdrawals and

deposits.
• Is meant for convenience and not to save money.
Benefits of current account
• Unlimited Withdrawal and Deposit

• Unlimited Cheque book
• Demand Drafts and Payorders
• Funds Transfer ( Local or Anywhere)
• Collection of Cheques/ Drafts
• Statements,Advices, Daily statement by e-mail
• Cash withdrawal and Deposits
• Call center
• Internet Banking
Added features of Current Account
• Multicity Cheque payment facility at over 155 centers

• Anywhere Banking facility
• Doorstep Banking - Pick up and delivery of Currency / Cheque
• Mobile Banking
Made 2 order Current Account:

Made2order current account, unlike the normal current account which
is based on the quarterly balance, allows the customer to have
customized current account based on the business requirement. The
made2order current account is totally flexible and can be adapted to
changing business requirement, without having the requirement to
Current Accounts have specific requirement of Quarterly Average
Balance (QAB) maintenance and inturn offer various facilities free of
cost to the customer based on the QAB.
A personalized schedule of charges is derived for each customer based

on:
• Service Required
• QAB as agreed to be maintained in the account
• Float expected in the account
The made2order customers based on the services required maintain

the required QAB or pay scaleable volume driven fees for the services
utilised.
Some of the other facilities offered under made2order current
account are as mentioned below • Multi City Cheque Facility
• Anywhere Banking Facility
• Upcountry Cheque Collection
• Pay Orders and Demand Drafts

• Corporate Care Service
• Doorstep Banking Facility

• Internet Banking Facility
• Debit/ ATM Card
• Mobile Banking
• More Useful Facilities
You can be in touch with your Solution Manager for structuring your
current account.
Escrow Account:
An Escrow Account refers to assets or revenue streams held in safe

custody as safety against a contingent situation of nonfulfillment of a
contract. In simpler words we may say that an escrow a/c is a third party
arrangement to ensure performance of certain obligations between certain
parties and operated in terms of an underlying agreement. The account
will be a current a/c without cheque drawing facility or a Fixed Deposit
account, as defined in the terms of the agreement.
Escrow a/c's are typically used for lending arrangements, project

financing, Securitisations, M&A's, Buy-back of shares, takeovers,
custody, litigations, purchase & sale of land, Source code (used in
software) custody, etc. The following reasons enumerate why Escrow
accounts are opened:
• Provides greater security & comfort

• Trapping of identified cash flows
• Regulatory requirements
• Custody of cash / documents
• Ease of monitoring
The funds in the Escrow a/c are held for the benefit of the Beneficiary of
the a/c rather than person / company in whose name the a/c is opened. For
e.g.. in a borrower lender arrangement, the a/c name is "Borrower -
Escrow a/c" and the funds deposited are that of the borrower but the
funds are held in the escrow a/c for the benefit of the Lender.
Roaming Current Account
Only Roaming Current Account from ICICI Bank travels the distance
with customers business. With advanced technological features such as
MCC and LCC, banking needs are well taken care of, customers can
access their accounts at over 500 networked branches across the country.
So while customers take care of their business, ICICI Bank’s Roaming
Current Account simplifies banking for them.
Product Features:-
• Choose your account
• Multi City Cheque Facility

• Anywhere Banking acility
• Upcountry Cheque Collection
• Pay Orders and Demand Drafts
• Phone Banking Facility*
• Doorstep Banking Facility
• Internet Banking Facility
• Debit/ ATM Card
• Mobile Banking
Real Time Gross Settlement (RTGS) system:
• RTGS is a payment system in which both processing and final

settlement of funds transfer instructions take place continuously in
real time.
• It is a gross settlement system where transfers are settled
individually, that is, without netting debits against credits.
As it is a real-time settlement system, the system effects final settlement

continuously rather than periodically at pre-specified times provided that
a sending bank has sufficient covering balances or credit.
RTGS system can be characterized as a funds transfer system that is able

to provide continuous intra-day finality for individual transfers. In this
system payment instructions between banks are processed and settled
individually and continuously throughout the day. This is in contrast to
net settlements where payment instructions are processed throughout the
day but inter-bank settlement takes place only afterwards typically at the
end of the day.
In RTGS system, payee banks and their customers receive funds with
certainty, or so-called finality, during the day, enabling them to use the
funds immediately without exposing themselves to risk.
STRATEGIC ALLIANCES ENTERED BY KOTAK MAHINDRA
BANK
NATIONAL ATM ALLIANCES
The Institute for Development and Research in Banking Technology

(IDRBT), a group established by the Reserve Bank of India (RBI) in
1996, has planned to set up a national switch to hook up all of the
country's 10,000-odd ATMs.
The idea of establishing ATM interconnectivity through a national switch
has been approved by the information chiefs of various Banks.
The expected cost of transactions routed through the switch is to be under
10 rupees (21 cents U.S.) each, due to the high volumes of transactions --
almost 100,000 per day.
CASH NET
It is an Alliance between Citibank, Industrial Development Bank of India,

Kotak Mahindra Bank and UTI Bank. This is the country's first
independent shared ATM network.
IDBI Bank received permission from the Reserve Bank (RBI) to serve as
the network's settlement bank.
Cash net will give access to more than 1,300 ATMs for more than 6
million debit cardholders of the member banks. The Alliance would
constitute about a third of the total card base and 15 percent of the ATM
base in the country.
Kotak Mahindra Bank and REDIFF.com
REDIFF.com India and Kotak Mahindra Bank have entered into an

alliance to provide online and offline banking and related services to the
Indian consumer.
The alliance will enable information on the entire range of the banks
consumer banking products to be made available to the 6.4 million online
customers of Rediff.com.
The services offered include detailed information on various deposits,
loans and mortgages, credit cards, mutual funds and insurance products
of the bank. Users will be able to directly interact with the bank and
request for products online
Survey Conducted on 50 Respondants
♣ DURATION WITH BANK
DURATION WITH BANK
Less than 6
Over 2 years months
6 months to 1
17% 3%
year
30%
1 to 2 years
50%
The study of 50 Kotak Mahindra Bank respondents consisted of a

majority of customers who had been with the Bank for a reasonable
amount of time. This is good as these customers have had the opportunity
to properly access the service level of the Bank, and can compare their
experiences of Kotak Mahindra Bank with banks they have previously
and are currently dealing with.
Out of the total respondents only 3% have been with the Bank for less
than 6 months, the rest 97% have had the opportunity to know about
the strengths and weaknesses of the Bank.
Another inference that we can draw from this study is that couple of years
the Bank has been actively acquiring new customers as from the survey
we can see that about 80% of the customers have opened their accounts
during the past two years. The reason for this could be that during the
past two years the Bank has been able to convince many prospective
customers about the superior service it is able to offer in comparison to
competing Banks. Another reason could be that the customer base of the
Bank has increased due to sheer word of mouth of the Banks millions of
satisfied customers.
♣ REASON FOR CHOOSING BANK
REASON FOR CHOOSING BANK
34% Recommended by
Family/Friend
Brand
Name/Reputation of
44% bank Advertisement
Branch near
Office/Residence
16% 0%6%
Other Reasons
If the Bank could get to know of that very compelling factor that
convinced the customer to open the account then the Bank could use this
in its favor to attract more customers.
From the study conducted the factor which has come out strongest in this
regards is the “Other Reasons” getting 44% of the responses, going
deeper into this response by asking the respondent what is the factor they
include in this Other Reasons is that most people are not the deciding
factor when they open a saving account, this is done so by their
employers. The customer’s salary accounts are created by the companies
in which they work.
MOST FREQUENT POINT OF INTERACTION WITH THE

BANK
MOST FREQUENT POINT OF INTERACTION
30 26
25
20 16
15
10 6
5 2
0 0
0
Visit Branch ATM Phone Drop Box Internet Door Step
Banking Banking
The Banks are very interested to know the most popular Point of
Interaction with the Bank as if the Bank is lacking in one of these steps
can be taken to make the situation better.
From the study we can see more than half (more than 50%) of the total
respondents feel that they interact most with the Bank with the help of
ATM. Hence the importance of ATM cannot be overstated.
The Second most popular point of interaction that arises from the study is
the Branch with 32% of the respondents favoring this option. Kotak
Mahindra Bank is unique in an aspect that it follows the “Any Branch
Banking” wherein the Account holder can use any of the Banks 156
Branches all over the country.
An aspect that customers really appreciate is the 24 hour Branches and

the
365 Days Branches of Kotak Mahindra Bank. The 24 Hour Branch of
Kotak Mahindra Bank is located at sector 18 noida apart from these
Branches in Mumbai and other cities in India.
Kotak Mahindra Bank is the only Bank which has the facility of a 24
Hour Branch. As for a 365 Day Branch the only Bank having this facility
apart from Kotak Mahindra is UTIBank.
The third most Frequent Point of Interaction is Phone Banking with
11.5% of the respondents favoring this medium. Phone Banking is one of
the new age Banking techniques. It is in it’s infancy in India and people
have not taken to it as is the case in other Developed Countries in the
World. In the study it was seen that customers have mixed feeling when it
comes to Phone Banking as sometimes they do not find it as an effective
alternate to traditional forms of Banking.
The forth most Frequent Point of Interaction with the Bank is Internet
Banking with 4% of the respondents favoring this medium. Internet
Banking is the most modern means of Banking available to the customers
but due to the general perception that this medium is not safe it is not
used by many people.
In our study only 60% of the total respondents have at least once used
Internet Banking.
The two options which were not favored by any respondents as the most
Frequent Point of Interaction are Drop Box Facility and Door Step
Banking
.
OVERALL SATISFACTION LEVEL
OVERALL SATISFACTION LEVEL
30 26
25
20
14
15
10
10
5
0 0
0
Very Satisfied Somewhat Neither Somewhat Very
Satisfied Satisfied nor Dissatisfied Dissatisfied
Dissatisfied
Any service provider would want their customers to have a high Overall
Satisfaction level. Kotak Mahindra Bank has scored very well in this
regard.
The most important thing is that no respondent has complained that

they are overall dissatisfied with the bank. This is a very important
finding because this shows the effort Kotak Bank puts in providing their
customers a superior service has not gone waste.
More than half of the total respondents (52%) say that they are somewhat
satisfied with the overall service of the Bank. About 30% of the total
respondents say that they are Very Satisfied with their Overall
Experience with the Bank.
Hence about 82% of the Respondents are Satisfied with their Overall
Experience with the Bank.
The study is showing a very good Overall Satisfaction Level by the
Account holders
SATISFACTION LEVEL WITH BANK STAFF
SATISFACTION LEVEL WITH BANK STAFF

(Courtesy,Qualified)
25 23
20
15
15
10
10
5 2
0
0
Dissatisfied
Banks are institutions which are backed up by a large amount of capital;

today’s Banks are spending a huge amount of money on technology,
improvement in infrastructure, etc. But even today the most lasting
impact about any Bank comes from the customers experience with the
Bank Staff. Any paining experience can have a lasting impact on the
mind of the customer, this can force him to change Banks or even
discourage others from joining the Bank. Hence Banks should train their
employees to maintain good relations and be cooperative with the
customers.
From the results of the findings we can see that Kotak Mahindra Bank
has been successful in marinating a high level of customer satisfaction
with the employees. Only 4% of the total respondents included in the
study were dissatisfied.
The number of respondents who were Very Satisfied represented 30% of

the total respondents while those who were SomewhatSatisfied were
46% of the total. The respondents who were Neither Satisfied nor
Dissatisfied are 20% of the total.
SATISFACTION LEVEL WITH BANKING HOURS (10 am to 7

pm)
SATISFACTION LEVEL WITH BANKING HOURS

(10 am to 7 pm)
25 22
20
14
15
10
10
4
5
0
0
Dissatisfied
From the analysis of the data that has been collected from Kotak
Mahindra Bank Account holders we can see that majority of the
respondents are satisfied with the Average Banking Hours.
The respondents who are Somewhat Satisfied with the Banking Hours
consist of 44% of the total, while 28% of the total respondents studied
say that they are Very Satisfied. In all 72% of the total respondents are
satisfied with the Banking Hours of Kotak Mahindra Bank.
The respondents who are neither Satisfied nor Dissatisfied consist of 20%
of total number studied, while 8% of the respondents are somewhat
dissatisfied.
MOST IMPORTANT QUALITY IN A BANK
MOST IMPORTANTANT QUALITY IN A BANK
ATMDécor of Bank
12% 0%
Courteous Staff
26% Efficient service
62%
From the survey of more than hundred respondents belonging to different

Banks we can to the conclusion that Efficient Service offered by Banks
is considered most important by account holders , 62% of the
respondents felt that the Bank should concentrate more on this service
aspect.
The next aspect which is considered highly important by the Account

holders of various Banks is the Staff of the Bank. It is true that today’s
Banking far less of Branch Banking as it was the case a few years ago ,
today Account holders have a constant interaction with non-human
interface like ATM machines , Internet Banking , Drop Box , Even phone
Banking when customers do not interact in a face to face manner with the
Bank employees.
But in the minds of the respondents it is very important that the Staff the
Bank employs should be cooperative, courteous and qualified to solve the
various problems of the Account holders. The percentage of respondents
favoring Staff quality as most important was 26% of the entire sample
size.
The most frequent point of interaction with the Bank is ATM facility, the
Account holders whether in Private/Foreign sector or the Government
sector have been provided with ATM facility by their respective Banks.
To judge the performance level of any Bank today it is crucial that the
ATM service of the Bank be studied, this includes not only the number of
ATM machines installed by the Bank , but also how technologically
advanced the machines are (number of transaction that can be done with
the ATM Facility), the effort Bank undertakes to maintain the machines
and also the overall experience of the Account holder with the service.
The percentage of respondent considering the ATM service as most
important were 12% of the total sample size.
But from the respondents who were questioned none of them said that
the Décor/Ambience of the Bank Branch was most important. On
further Questioning it was revealed that they did want well-maintained
Branches/Other Bank Interaction points but this was not the most
important aspect.
PRIVATE BANKS PROVIDE SUPERIOR SERVICES COMPARED
TO GOVERNMENT BANKS?
PRIVATE BANKS PROVIDE SUPERIOR

SERVICES AS COMPARED TO GOVERNMENT
BANKS ?
No
21%
Yes
79%
The general perception is that the service quality of Private Banks is

superior to that offered by Government sector Banks; we wanted to study
whether this is a true phenomenon or whether this was just hearsay.
The most important findings would come from the group of respondents
who hold Saving Accounts with both Private and Government run Banks,
as these people would be in the best position to judge the service offered
by the Banks.
According to this group of respondents the Range of Products that are

offered by Private sector Banks are much more diverse than those offered
by Government Banks.
Also these respondents felt that the Banks in the Private sector were
much more flexible than their Government counterparts when dealing
with customers were concerned.
Private sector Banks are much more proactive when it comes to offering
it’s customers new-age methods of Banking like ATM Facility , Internet
Banking , Phone Banking, These services make the life of Account
holders much easier.
Another major difference that comes to most of the respondents minds
when comparing the Private and Government sector Banks is the Staff
Attitude towards the customers. Sure Private sector Bank Account
holders have had problems dealing with Bank Staff, but they still feel it is
much better than how Government employees behave. These
Government employees show as if they are doing a favoring on the
customer when they do their job. Private sector Bank customers are
offered many freebies and incentives to remain with the Bank, or try new
products of the Bank. This is never the case with Government Banks.
Overall the result of this question very clearly states that people consider
the service level of Private Banks much higher than Government
Banks as 79% of the respondents agree and only 21% of the
respondents disagree.
Chapter-5
CONCLUSION
1. Kotak Mahindra Bank is Leading Bank in the country, it

provides a variety of products and services to different segments
of customers.
2. The Bank aims to serve customers from teenagers to senior

citizens, hence different products designed to suit specific
requirements of the above.
3. Aims to serve all classes of the society from the salaried middle
class to the high income business class.
Customers are categorized and segmented according to their
requirements and needs.
For Example, the EDGE Saving Account aims to serve middle class
customers so minimum balance required to be maintained is Rs.
10000. While the PRO and ACE Saving Accounts are targeted at high
income customers, the minimum balance requirement is Rs. 20000
and Rs. 75000.
4. Customers who are more profitable to the Bank (High Value

Customers) are provided special facilities. Priority Banking is
meant to serve these high value customers.
5. The Bank prides itself with the ability to provide differentiate

products in the crowed market of saving accounts. Bank offers
the free home baking, special co-branded debit cards (Smart fill
Debit Card) which makes its product unique.
6. The Bank is also involved in marketing activities which serves as

a medium of advertisement for the Bank. These are as follows:
• Extended happy hours at certain pubs in Delhi for the Bank’s account
holders.
• Gift Vouchers on making utility payments, such as cell phones,

electricity and MTNL bills.
• Free Gifts like caps, pens/wollets to its customers.
• Free add-on cards for relatives.

7. The Bank wants it’s customers to transact more through Internet
Banking and ATM, Rather than the customers using the branch.
8. The Debit Cards provided by the Bank are Internationally Accepted

around the world, hence giving the customers the convenience to
transact anytime, anywhere.
9. The Bank has tied up with other Banks so that it’s customers can use
other Bank’s ATM facility for free transactions
10. The Bank also provides DEMAT account and also sells Mutual
Funds, this provides the Bank and Government additional revenue.
11. The Bank has been very successful in enlarging its customer base
during the last couple of years.
12. The Number One Reason of people choosing Kotak Mahindra Bank
is the Brand Name/Reputation of the Bank. Hence it should be
careful that the Brand name and Goodwill the Bank has earned is not
diluted.
13. The Biggest competitors of the Bank are ICICI Bank and HDFC
Bank and STANDRAD CHARTERED.
14. ATM Facility is most popular way to transact with the Bank.
15. Overall the customers appreciate the service and products offered by
the Bank and are willing to recommend the Bank to their
acquaintances , But more attention has to paid towards:
• Increasing the number of ATM machines.
• Improving Internet Banking Facility.

GENERAL FINDINGS
1. ATM Facility is more widely used by customers belonging to

Private/Foreign Banks as compared to Government Banks.
2. Customers value Efficient Service over every other aspect, this is far
more important than the number of ATM machines, Staff, Décor of
Bank.
3. Reputation of Bank is most important when it comes to choosing

especially a Private Bank.
4. The general perception is that Private Banks provides better services

as compared to a Government Bank.
5. People realize that Private Banks are as safe as compared to

Government Banks.
6. Advertisements and Freebies can be used to attract more customers.

QUESTIONNAIRE
NAME ___________________________________________
ADDRESS ________________________________________
AGE
Below 25 years 25 to 40 40 to 55 Above 55 years
OCCUPATION
Business Professional Service Student Others
ANNUAL INCOME
Less than 1.5 Lakh 1.5 Lakh to 3 Lakh 3 Lakh to 4.5 Lakh above 5
Lakh
1. Do you hold a saving account?
Yes No
2. If yes in which banks.
3. Out of the above accounts which do you use most frequently

_________________________
4. Apart from saving in a bank account where do you invest

your money?
Land/Property
Capital markets (shares, mutual funds, etc)

Jewellery
Others (please specify)
5. Do you get an ATM/debit card facility from your bank?
Yes No
6. How many times a week does you use your ATM/Debit
Card?
Less than 2 time a week

2 to 4 times a week
More than 4 time a week
7. What is your most frequent point of interaction with the bank?
Visit Branch
ATM
Phone Banking
Drop Box
Internet Banking
8.Do you believe that Private/Foreign banks provide superior services

than nationalized banks?
Yes No
9. Do you agree with the view that your money would be safer in a
nationalized bank rather than a foreign bank?
• Strongly Agree
• Agree
• Neither Agree nor Disagree
• Disagree
• Strongly Disagree
10. Are you influenced by advertisements in your choice of bank?
Yes No
11. Do additional schemes/benefits (free insurance, free debit card,

privileges/discounts on use of debit card, etc.) offered by banks have
a bearing on your decision when you open a saving bank account?
Yes No
BIBLIOGRAPHY
There was immense need and flow of the information while conducting
the analysis as well as while writing the thesis report, which was gathered
through various sources mentioned below:
♣ Various Magazines and Newspapers such as

Outlook
Financial Times
The Economic Times
The Times of India
The Hindustan Times
♣ Other References
Questionnaires, Journals, Broachers and various other documents
gathered and collected from bank and various other sources such as ATM
centers and associates.
♣ Internet www. Kotak
Mahindra Bank. com www.
Kotak Mahindra Bank.co.in
www.google.com
www.economictimes.com
SYNOPSIS
The central bank of India is the Reserve Bank: most large commercial
banks were nationalized in 1969, with more being nationalized in 1980.
The Department of Banking at the Ministry of Finance controls all
banking. The
State Bank of India, the largest commercial bank, handles some of the
Reserve Bank’s roles. Cooperatives and credit societies are an important
supplement to the private banking industry, especially in rural areas.
The Entry of Foreign Banks in the Early 1990’s has brought about a
Revolution in the Banking industry. The superior service levels of these
Banks have forced even the Nationalized Banks to wake up to the reality
that if they do not live up to the customer’s expectation they will soon
cease to exist.
Indian Banking Industry today is in the midst of an IT revolution. A

combination of regulatory and competitive reasons has led to increasing
importance of total banking automation in the Indian Banking Industry.
Earlier profitability gained only secondary importance, since banks lived

in the comfort of a controlled environment. However, today banks cannot
survive only with the Government support. They have to set goals of
profitability along with service and set targets and evolve strategies to
reach them.
There is certainly a paradigm shift in banking in India in the recent past.

At present profitability, capital restructuring and transparency is
considered important and significant for banks. Also, banks in India have
started realizing the need to be ‘customer focused’ that in turn leads to
‘customer appreciation’, which is imperative for survival and growth.
The first change along this line was brought in by the foreign banks with
their emphasis on high quality and efficient service combined with
technological advantages like satellite banking and tele-banking manned
by skeletal staff and lesser number of branches.
Further, development of special manpower, innovative products,
technology exploitation and personalized services play a crucial role on
the banking industry today, since the customer has more options in
choosing bank. Thus leading to consumerism in the banking sector.
Also, since customers are becoming more sophisticated and educated,
their expectation from the neighborhood bank is increasing.
To sum, the new private sector banks are poised to redefine banking
sector in India. Though they don’t pose a threat to the existing private
banks they will certainly force them to gear up their strategies to remain
in the field.
The last few years have seen a sea change in banking strategies, with
more focus on quality. The adoption of a specialized customer-oriented
focus is fast getting wider acceptability. In a market that keeps growing
in depth and diversity, niche banking is new mantra adopted by all.
Thus, instead of targeting an entire market segment, banks have adopted
a specific business focus to reach their target audience.
Over the last few years, the communication style too has changed with
respect to the banking industry. Communication has shifted from
branding the bank to branding banking products, highlighting service
commitments, convenience, etc. Further, branding of banking
products such as home loans, consumer durable loans, tele banking,
ATMs, net banking etchave started taking place, especially after the
entry of foreign banks and private sector banks which had the advantage
of the latest technology.
-

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Summer Internship Report On

Project Title:- Promotion And Marketing Of Banking

KOTAK MAHINDRA BANK WITH

FOR THE PERIOD

Ankit Pandey.Roll No.

M.B.A (finance Management)

KOTAK MAHINDRA BANK

Ewing Christian institute of management and technology, Allahabad.

The industrial scenario of economy is highly competitive and

Indian economy is growing at a considerable rate. The growth of

The study of this topic is helpful to me in analyzing customer

Presentation In-charge Signature of the candidate

First of all I am thankful to KOTAK MAHINDRA BANK and

Finally I am glad to thank our all faculties who have provided

(Siddharth kesarwani) pursuing with me ,This successful

• The focus shift to various products of KOTAK MAHINDRA BANK to

Access the Market Potential of Kotak Mahindra Bank Saving Account

Study how new distribution channels such as Internet Banking, ATM

Study the impact of a customer centric approach being followed by the

Compare the services offered by Kotak Mahindra Bank and the

Consideration of various promotional and marketing and advertising

Finally to draw the various conclusion and recommendations on the basis

Scheduled Banks in India

(A) Scheduled Commercial Banks

Public sector Private sector Foreign Banks Regional Rural

(28) (27) (29) (102)

Scheduled Urban Cooperative Scheduled State Cooperative

Here we more concerned about private sector banks and competition

Of the Narasimham Committee are referred to as NEW PRIVATE

New Private Sector Banks

• Superior Financial Services

• Designed Innovative Products

• Tapped new markets

• Accessed Low cost NRI funds

The Indian banking market is growing at an astonishing rate,

with Assets expected to reach US$1 trillion by 2017 An

expanding economy, middle class, and technological

innovations are all contributing to this growth.

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.

CATEGORY 1 CATEGORY 2 CATEGORY 3 CATEGORY 4

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

realizing the 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 comply with

“Indian banking industry assets are expected to reach US$1 trillion by

2010 and are poised to receive a greater infusion of foreign capital,”

says PrathimaRajan, analyst in Celent's banking group and author of

the report. “The banking industry should focus on having a small

large number of fragmented players."

Current bank account is opened by businessmen who have a number of

Features of Current Bank Account

The main objective of current bank account is to enable the businessmen

Current account is of continuing nature and as such there is no fixed

Banks like Kotak Mahindra, standard chartered, ICICI, HDFC, and

Kotak Mahindra is one of India's leading financial institutions, offering

Kotak Mahindra has international partnerships with Goldman Sachs (one

The Kotak Mahindra Group was born in 1985 as Kotak Capital