Chapter 1

Introduction.

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2
Introduction

An e-payment system is a way of making transactions or paying for goods and

services through an electronic medium, without the use of checks or cash. It’s
also called an electronic payment system or online payment system.

The electronic payment system has grown increasingly over the last decades
due to the growing spread of internet-based banking and shopping. As the
world advances more with technology development, we can see the rise of
electronic payment systems and payment processing devices. As these
increase, improve, and provide ever more secure online payment transactions
the percentage of check and cash transactions will decrease.

E payments system’s methods:

E payment methods would be classified into two areas, credit payment systems
and cash payment systems.

Credit payment system:

 Credit card– A form of E payment system which requires the use of

the card issued by a financial Institute to the card holder for making
payments online or through an electronic device without the use of
cash.
 E wallet– A form of prepaid account that stores user’s financial data
like debit and credit card information to make an online transaction
easier.
 Smart card - A plastic chip card with a microprocessor that can be
loaded with funds to make transactions it is also known as a chip
card.

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Cash payment systems:

 Direct debit- A financial transaction in which the account holder

instructs the bank to collect a specific amount of money from his
account electronically to pay for goods or services.
 E-cheque – A digital version of an old paper check it is an electronic
transfer of money from my bank account usually checking account
without the use of paper check.
 E-cash- A form of an electronic payment system where is certain
amount of money is stored on the client’s device and made accessible
for online transactions.
 Stored value card –A card with a certain amount of money that can be
used to perform the transaction in the issue of store a typical example of
stored value cards are gift cards.

Types of E-payments system.

National electronic fund transfer (NEFT)

National electronic fund transfer (NEFT) is a worldwide payment system

facilitating one to one transfer. Under the scheme individuals, firms and
Corporates can electronically transfer funds from any bank branch to an
individual, firm or corporate having an account with another bank branch in
the country participating in the scheme.

However search cash remittances will be restricted to a maximum of 50000/-

rupees per transaction. NEFT,thus, facilitates originators or remittance to
initiate funds transfer transactions even without having a bank account.
Presently, NEFToperates in hourly batches- there are twelve settlements from

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8 a.m. to 7 p.m. on week days ( Monday to Friday) and six settlements from 8
a.m. to 1 p.m. on Saturdays.

Real time gross settlement (RTGS)

RTGS is defined as the continuous real time settlement of funds transfer

individually on any order by order basis. Real-time means the processing of
instructions at the time they are received rather than at some later time The
RTGS system is primarily meant for large value transactions. The minimum
amount to be remitted through RTGS is 2 lakh. There is no upper ceiling for
RTGS transactions. The RTGS service for customers transactions is available
to banks from 9.00 hours to 16.30 hours on week days and from 9.00 hours to
14.00 hours on Saturdays for settlement at RBI end.However, the timings that
a banks followmay vary depending on the customer timings of the bank
branches.

Electronic clearing system (ECS)

ECS is an alternative method for effective payment transactions in respect of

the utility bill payments such as telephone bill ,electricity bills, insurance
premium, card payments and loan repayments , etc., which would obviate the
need for issuing and handling paper instruments and thereby facilitate
improved customer service by banks/ companies/ corporations/ government
departments, etc., collecting or receiving the payments.

Immediate payment service (IMPS)

IMPS offer an instant 24×7, interbank electronic fund transfer service through
mobile phones. IMPS is an emphatic tool to transfer money instantly within
banks across India through mobile, internet and ATM which is not only safe
but also economical both in financial and nonfinancial perspectives. Its main
objective is to enable Bank customers to use mobile instruments as a channel

5
for accessing their bank accounts and remit funds. The payment can be made
simpler by just giving the mobile number of the beneficiary.

What is Net banking?

Net banking allows the customers of Financial Institutions to perform

transactions online through a website interface. First introduced in 1994 by
Stanford Federal Credit Union, net banking is now available across the globe
of the financial industry, from traditional Institutions to bank that exist only
online.

Net banking is changing the ways that people interact with Financial
Institutions by enabling transactions to be performed through personal
computers and mobile devices. This access allows customers to be in virtual
contact with their banks on a regular basis, while minimising the time spent in
a physical location.

Advantages of online banking:

Net banking allows customers to access their accounts around the clock. This
facility it's real time account maintenance which can be done while travelling,
sitting at a coffee shop or after arriving home late from work. Online access
provides the convenience in time saving of being able to take care of Banking
activities without needing to drive to a physical location in waiting line for
teller’s window to open. Disadvantages can also be applied to loan applications
and assessing interest rates on time deposit such as certificates of deposit.

Disadvantages of net banking:

Some of the disadvantages of net banking depend on whether the institutions

has brick and motar locations or is online only.For bank that have only a
virtual presence, disadvantages include the absence of face – to – face
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 conversations for customer service issues a special situations such as applying
for business loans. One example of this type of disadvantage would be a
situation that requires the customer to provide documentation such as when
overdraft fees are being contested.

Ongoing challenges of online banking:

Online banking presents challenges to the financial industry as well as end

users. For traditional banks, the biggest challenge is keeping up with rapidly
evolving Technologies and alternative banking options. Online banks present
one form of competition, while digital payment systems such as apple pay,
Google pay and PayPal offers alternatives to traditional credit cards. Account
security present challenges to both banks and end users. The financial industry
has become one of the primary targets of financial hackers, while the loss of a
mobile device, can result in full access to an online bank account for the person
who finds it.

Objectives of the study.

 To study the forex offered by Axis Bank.

 To know about the online shopping through Axis Bank.
 To study the internet banking of Axis Bank network.
 To analyze the ECS and Tax e- payments method.
 To study the corporate services offered by Axis Bank.

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Methodology.

Data source
For this project both primary and secondary data are valuable sources of
information.

 Primary data.
Primary data are the data freshly gathered for a specific purpose. For my
project work the primary data was collected by means of Survey through
questionnaires.
Contact methods.
I choose a sample size consisting of 40 respondents based on judgement
sampling. All respondents for the customers of Axis Bank.
1. Personal interview
This method was the most appropriate way of Survey because by
personal interview I came to know about their experience and feeling for
Axis Bank.
2. Telephone
This method was also used by me once or twice keeping in mind the
busy schedule of a few respondents.

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  Secondary data.
Secondary data provide a starting point for any Research and offers valuable
sources of already existing information. Secondary data is the easiest together
and the cost of collecting this data is also very low. For my project work it was
collected through the help of various directories of variousmagazines,
newspapers, websites etc. The websites helped me a lot in segregating the
information which was required for my project.

Craterisation.

The entire research work will run into 5 chapters.

Chapter 1. Introduction.

The chapter 1 is an introduction which brings out the importance of the study
and state its objective and hypothesis and it also includes the methodology of
the project.

Chapter 2. Company profile.

a) General profile
b) Functional profile.
Chapter 2 will contain the details of the company, SWOT analysis, previous
reviews and history of Axis Bank.

Chapter 3. Conceptual profile.

Chapter 3 will contain the profile of Axis Bank along with the objectives of
study.

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Chapter 4. Findings, Analysis and Interpretation.
This chapter contains data collected through questionnaires and also for the
research will be presented in chapter 4.

Chapter 5. Summary and Suggestions.

Chapter 5 will contain summary and suggestions followed by annexures and
Bibliography.

Chapter 2
Company Profile.

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11
Mission.

 Customer service and product innovation turned to diverse needs of

individual and corporate clients.
 Continuous Technology upgrading while maintaining human values.
 Progressive globalization and achieving International standards.
 Efficiency and effectiveness built on ethical practices.
 Customer satisfaction through providing quality service effectively and
efficiently.

Vision.

To be the preferred financial services provider excelling in customer service

delivery through insight, empowered employees and smart use of technology.

Core values.
 Customer centricity.
 Ethics.
 Transparency.
 Teamwork.
 Ownership.

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History.

Axis Bank India, the first bank to become operations as new private banks in
1994 after the Government of India allowed new private banks to be
established. Axis Bank was jointly promoted by the administrator of the
specific undertaking of the:

 Unit Trust of India. (UTI )

 Life Insurance Corporation of India. (LIC )
 General Insurance Corporation Ltd.

Also, with Associates viz. National Insurance Company Ltd., the New India
Assurance company. The Orientation Insurance Corporation and United
Insurance Company Ltd.

UTI was established in 1964 by an Act of parliament, neither did the

Government of India own it nor contributes any capital. The RBI was asked to
contribute one -half of its initial capital of Rs. 5 crore, and even the mandate of
running the UTI in the interest of the unit holders. The State Bank of India and
The Life Insurance Corporation contributed 15% of the capital each, and the
rest was contributed by scheduled commercial banks which were not
Nationalised then.

Because of high liquidity the corporate sector used the UTI to park its liquid
funds. This added to the velocity of the UTI funds. The corporate lobby which
perhaps subtly opposed the establishment of the UTI in the public sector made
use of it for its own benefits later. The government RBI power game started
with the finalization of the UTI charter itself. The RBI draft of the UTI charter
stipulated that the chairman will be nominated by it, and one more nominee
would be on the board of trustees. While finalising draft bill, the centre
changedthis stipulation. The chairman was to be nominated by the government,
albeitin consultation with RBI. Although the appointment was to be made in

13
 consultation with the Reserve Bank, the government could appoint a person of
its choice as chairman even if the bank did not approve of him. Laterin 2002
the UTI was renamed to Axis Bank.

Journey from UTI to Axis.

1994-1997.

 Incorporated as UTI Bank, headquarters in Mumbai.

 First branch inaugurated at Ahmedabad.
 Completes first profitable year in operation in 1995.
 Deposit crosses Rs.10 billion mark in 1996.

1998-2000.

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

2001-2005.

 Private placement of 26% stake to CDC capital partners.

 Deposit process Rs 100 billion mark in 2001,advances crosses Rs. 50
Billion.
 First commercial bank to open an ATM at post office.
 Crosses the thousand ATM mark in 2003.
 That's listed on the London Stock Exchange, raises $ 239.3m.

2006-2008.

 Opens its first international branch in Singapore.

 Opens representative office in Shanghai.
 Crosses the 2000 ATM mark in 2006.
 Opens a full license Bank branch in Hong Kong.
 Rebrands itself as Axis Bank.

2009-2014.

 The Bank opened 176 new branches that include 12 extension counters.
 The ATM network extended from 2764 to 3595.
 Open the representative office in Dubai.

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  It announced the launch of Limited period offer of 20-year fixed rate
home loan for affordable housing at 10. 40%.

2015-2018.

 It announced that it has signed a $200 million 7-year bilateral loan deal
with the Asian Development Bank.
 Launched world’s first Forex prepaid card.
 Collaborated with inter American Investment Corporation.
 Collaborated with digital payments business under the Free charge
brand.

Business description
The bank’s principal activities are to provide commercial banking services
which include merchant banking, direct Finance, infrastructure Finance,
venture capital fund, Trusteeship, advisory, forex and treasury and other
related Financial Services.

Corporate profile.
Axis Bank is the third largest private sector bank in India. Axis bank offers the
entire spectrum of financial services to customer segments covering large and
mi corporates, SME, agriculture and retail businesses.
The bank has a large footprint of 1787 domestic branches and 10,363 ATMs
spread across 1,139 centersin the country as on 31 st December 2012. The bank
also has 7 Overseas branches in Singapore, Hong Kong, Shanghai, Colombo
Dubai and Abu Dhabi.

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 Axis Bank is the one of the first new generation private sector banks to have
begun operations in 1994. The bank was promoted in 1993 jointly by specified
undertaking of unit Trust of India (SUUTI) (then known as unit Trust of India)
Life Insurance Corporation of India, General Insurance Corporation of India,
National Insurance Company Limited, The New India Assurance Company
Limited, The Oriental Insurance Company Limited, the United India Insurance
Company Limited. The shareholding of unit Trust of India was subsequently
transferred to SUUTI, an entity established in 2003.
With the balance sheet size of 2,85,628 crores as on 31 st March 2012, Axis
Bank is ranked 9th amongst all Indian scheduled banks. Axis bank has
achieved consistent growth and stable asset quality with a 5-year CAGR of
31% in the total assets, 30% in total deposits, 36% in total advances and 45%
in net profit. the corporate office of Axis Bank is located at Axis House
Mumbai, Axis house has received the platinum rating awarded by the US green
building Council for its environmentally friendly facilities and reduction of
carbon emission.

Subsidiaries.
 Axis securities and sales ltd.
 Axis private equity Ltd.
 Axis Trustee Services Ltd.
 Axis asset Management Company Ltd.
 Axis Mutual Fund Trustee Ltd.
 Axis U. K. Ltd.

Promoters.

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 UTI bank has been promoted by the largest and the best financial institution of
the country, the bank was set up in 1993 with a capital of Rs 115 crore, with
 UTI contributing Rs.100 crore.
 LIC 7.5 crore.
 Axis Bank is today one of the most competitive and profitable Bank franchises
in India. Which can be clearly seen by an analysis of its comprehensive
bankingservices including Corporate credit, Retail banking, Business banking,
Capital markets and Treasury and International banking.

Capital structure.

The bank has authorized share capital of rupees 500 crores comprising
500,000,000 equity shares of 10 rupees each. As on 31st March 2012 the bank
has issued subscribed and paid up equity Share Capital for rupees 413 crores.
Constituting 413, 203,952 shares of 10 each. The banks shares are listed on the
National Stock Exchange and the Bombay Stock Exchange. The GDRs issued
by the bank are listed on the London Stock Exchange (LSE)

Features.
 Priority banking lounge:
As a Priority banking customer and individual will have access to an exclusive
priority banking Lounge at branches. This will allow an individual to conduct
his financial transactions in utmost comfort and confidentiality through and
exclusive relationship manager.
 Dedicated relationship manager.
An individual will enjoy access to a dedicated relationship manager who will
be his one point contact at branch for all his banking transactions thus ensuring

18
 that an individual would neither have to move from one counter to another not
stand in queues to await his turn.
 Home banking.
Experience the convenience of Axis Bank’s home banking facilities. Avail of
free cash and cheque pick up delivery at an individuals or residence.
 Exclusive priority banking International debit card.
This card allows an individual free access to all visa ATMs in Idea. The card
also comes with higher ATM withdrawal limit. higher POS transaction limit at
merchant establishment, enhanced insurance, over and a host of special
discounts and offers. An individual also gets preferential interest rates and
lower processing fees on select retail loans.
 Investment privileges.
Avail of assistance in financial planning. Investment advice market
information reports and initiations to investor meats are offered
complementary to an individual.
 Lifestyle privileges.
However, it’s all about just financial series. Axis Bank aim to provide a
different Lifestyle experience through Lifestyle privileges like exclusive
invitations to movie screenings, plays, music concerts and other special events
sponsored by Axis Bank, especially for Axis Bank priority banking customers.

Other services.
ATM.
The bank has 10,363 ATMs as on 31 st December 2012. This includes all Axis
banks onsite and offsite ATMs. all Axis bank ATMs are connected to Axis
Bank's base24 ATM switch, which in turn interacts with Axis Bank's
centralized core banking software for transaction processing.
The bank through its ATMs offers the following services:

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 Banking services.
 cash withdrawal with realtime debit to customers account.
 cash and cheque deposit.
 Balance enquiry
 pin change.

Other services.
 Mobile Airtime refill for Vodafone, Airtel, idea, Cellular, BPL, Rim and
TATA Teleservices
 Facility for non UTI Bank Visa Card holders to refill their prepaid phones.
 Life Insurance Corporation premium payment.
 Bill payment.
 Funds transfer.
 Online donations to trust and NGOs.
 Purchase and redemption of UTI Mutual Fund schemes through ATM.

Strengths in the SWOT analysis of Axis bank

 Axis bank has been given the rating as one of top three positions in terms of
fastest growth in private sector banks
 Financial express has given number two position and BT-KPMG has rated
AXIS bank as the best bank with some 26 parameters
 The bank has a network of 1,493 domestic branches and 8,324 ATMs
 The bank has its presence in 971 cities and towns
 The banks financial positions grows at a rate of 20% every year which is a
major positive sign for any bank

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 The company’s net profit is Q3FY12 is 1,102.27 which has a increase of
25.19% growth compared to 201

Weaknesses in the SWOT analysis of Axis bank

 Gaps – Majorly they concentrated in corporate, wholesale banking, treasury

services, retail banking
 Foreign branches constitute only 8% of total assets
 Very recently the bank started focusing its attention towards personal banking
and rural areas
 The share rates of AXIS bank are constantly fluctuating in higher margins
which makes investors in an uncomfortable position most of the time
 There are lot of financial product gaps in terms of performance as well as
reaching out to the customer
 There are many fraudulent activities involved in credit cards as the banks
process credit card approval even without verification of original documents
 Their financial consultants are not wise enough to guide the customers towards
right investments
 Customer service has to improve a lot in order to be in race with other major
players

Opportunities in the SWOT analysis of Axis bank

 Acquisitions to fill gap

 In 2009, Alliance with Motilal Oswald for online trading for 10 million
customers
 In 2010, acquired Emma Securities Pvt Ltd – broking and investment banking

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 In Sep 2009, SEBI approved Axis Asset Management Co. for mutual fund
business
 No. of e-transactions increased from 0.7 million to around 2 million
 Geographical expansion to rural market – 80% of them have no access to
formal lending

 46% use informal lending channels

 24% unregulated money lenders
 Now number of branches increased to 1493 from 339.
 Last quarter there were 48 new branches opened across the Nation
 Since it’s a new age banking there are lot of opportunities to have the advance
technicalities in banking solutions compared to existing major players
 The assets in their international operations are growing at a very faster pace
with a growth rate of 9%.
 The concept of ETM (Everywhere teller machine) by AXIS Bank had a good
response in terms of attracting new customers in personal banking segment

Threats in the SWOT analysis of Axis bank

 Since 2009, RBI has increased CRR by 100 basis points

 Increased repo rate reverse repo rate by 50 points – 11 times of late
 Increasing popularity of QIPs due to ease in fund raising
 RBI allowed foreign banks to invest up to 74% in Indian banking
 Government schemes are most often serviced only by govern banks
like SBI ,Indian Banks, Punjab National Bank etc
 ICICI and HDFC are imposing strong threats in terms of their expansion
in customer base by their aggressive marketing strategies

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Unique achievements.
 Axis Bank conferred the certificate of recognition for excellence in
corporate governance by the institute of company secretaries of India
(ICSI), for the year 2015.
 Axis Bank recognized as the winner amongst large bags category for
excellent performance in IMPS National payments excellence award in
2015.
 Axis Bank branch number one bank in India in both primary and secondary
sector market of Corporate bonds- the asset benchmark research.
 Axis Bank voted for most trusted private sector bank in the country in the
most trusted brand survey 2013 by brand equity.
 Axis Bank feature for the 4th time in Asia Fab 50 companies for 2014 by
Forbes Asia.
 Gold shield for the third year in a row for excellence in financial reporting
in the private sector banks category for the year 2013 and 14 by The
Institute of Chartered Accountants of India.
 Axis bank has also won the Grand jury award institution at the UTI Mutual
Fund and CNBC TV18 financial advisory awards 2016 17.
 Axis Bank wins the most innovative emerging Technologies project India
for ripple blockchain projects at the effect 888 digital awards 2017.
 Axis Bank wins best Debt arranger on electronic binding platform at the
NSE market achievers awards.
 Axis bank has won the best contactless payments project of the Year at the
6th edition of payments and card summit and awards.
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 Axis Bank won the BFSI innovation award at the ET innovation tribe
awards and Summit 2018.
 Axis Bank wins best digital Bank for the second consecutive year at the
year 2017-18 edition of The Financial Express‘ India’s best banks' award
ceremony held on January 10th 2019.

Future Plans.
Axis Bank plans to raise Rs. 35,000 cr to fund expansion.

Private sector Axis bank has planned a capital raise of up to 35000 crores in
about US time in line with its growth projection in domestic as well as
Overseas operation.
in its annual report for 2016-17, Axis Bank said it may need to raise additional
funds in one or more trenches from Indian as well as Overseas markets to
maintain its capital to risk weighted assets ratio ( CRAR)
the country’s third largest private sector lender said it be issue debt securities
denominated in Indian Rupees or any other permitted foreign currency
including long term bond, green bonds, non-convertible debentures on a
private placement basis during the period of one year from the date of passing
of the special resolution.
The board of directors at its meeting held on April 26 2017 has approved the
fund raise plan.
Axis Bank set the plant money race is “ for an amount not exceeding rupees
35000 crore on a private placement basis during the period of one year for the
date of passing of the special resolution.”
The bank will put the agenda before shareholders at the Annual General
Meeting scheduled for July 26, 2017.

24
 The annual report also show that the banks so Shikha Sharma had only a
minimal increase in her gross salary at 5.8 to crore during 2016-17 up 5.9%
from the previous fiscal.

What is known as Axis Bank today has started its journey in 1993 as UTI
Bank after the Government of India allowed the establishment of private sector
banks, in its attempt of liberalisation.

It is promoted group of insurance companies LIC, Oriental Insurance, unit

Trust of India, GIC, NIC the new Indian Assurance Company and the United
Indian insurance company. UTI Bank changed its name to Axis Bank in 2007
and it did a lot of rebranding exercise to do this. Mr. AmitabhChaudry is the
current CEO of the Axis Bank. Headquartered in Mumbai Axis Bank is listed
in NSE BSE and London stock exchange also. It is now the third largest
private sector bank in India. Axis Bank is also performing International
operations in nine offices located in places like Singapore, Shanghai, Dubai
and Colombo.

Below there is a mention of 4 P’s analysis of Axis Bank. The marketing mix
section covers 4ps and 7ps. Marketing mix of Axis Bank analysis shows the
brand or company which covers 4ps ( product, price, place and promotion )
and explains the Axis Bank marketing strategy. the article elaborates the
pricing advertising and distribution strategies used by the company.

Let us start the Axis Bank marketing mix:

Product.

Axis bank is one of the leading banks in the world. Being in a very
competitive environment Axis Bank is offering a plethora of products and

25
services to its customers. Axis Bank services the customers in large, mis and
MSME segments. it also characters to customers in retail business and
Agriculture. Axis Bank offer many financial services under its marketing mix
product strategy. Let us look into Axis Bank product offerings,

Accounts- savings, current, salary accounts, Bank lockers,

Deposits - fixed and recurring deposits ,

Loans - home loan, personal loan, vehicle and educational loan, gold loan,

Cards - debit cards and credit cards travel cards,

Forex- Forex card, International fund transfer, foreign exchange, foreign

currency cash, checks and DD.

Investment – mutual funds,

Insurance – Life Insurance health insurance and general insurance.

These Axis Bank products or services are just and indicated and not
exhaustive. all the services can be accessed through direct Axis Bank branches,
internet, mobile and telephone banking channels established by the bank.

Price.

Axis Bank pricing decision show follow the regulation set by RBI. the main
sources include interest rates, Commission charges and consulting fees. the
interest rates should reflect the interest rates established by the central bank.
Commission rates are monitored by the Indian banks Association. This pricing
policies sent by the banks have immediate impact in attracting the customers
and the volume of transactions they do. Also Axis Bank Like The Other banks
should follow the suggestions and regulations by government of India to serve
and help the economically backward class and senior citizens through their

26
plans. So all this makes the pricing a very complex and critical path of
marketing mix. currently the interest rates of fixed deposits are at 7% for
amount is less than 1 crore and 6.25% for amounts between 1-5 crores. for
loans the interest rates are as follows- home loan is 9.45 %, personal loans cost
about 15.5% to 24%. Discovers the Axis Bank marketing mix pricing strategy.

Place.

Axis Bank is the third-largest bank in India offering a wide assortment of financial products.
The bank has its head office in Mumbai, Maharashtra. It has 4,050 branches, 11,801 ATMs and
4,917 cash recyclers spread across the country as of 31 March 2019 and nine international
offices. The bank employs over 55,000 people and had a market capitalization of ₹1.31
trillion (US$19 billion) (as on 31 March 2018).[5] It sells financial services to large and mid-size
corporates, SME and retail businesses.[1]

Axis Bank is now present in 2900 + branches in India and also working in
nine International offices. one of the most important place for the banks for
customers go to apart from their branches is ATM. This is where most of the
customers take their money and Axis Bank is having 12000 plus of ATMs
across the length and breadth of our country. this shows the strong place
strategy in the marketing mix of Axis Bank. Weather emergence of new
technology banks are embraced it for the convenience of customers please
include internet on mobile banking services where customers can transact
without ever going to the bank. This also helps banks in reducing costs. Axis

27
bank has set up a strong infrastructure for it internet and mobile banking
services. Websites and apps are built with best of the security features.

Promotion.

Axis Bank is promoting its offers and product successively through different
channels. These include print advertisements, television and other digital
marketing channels. Axis Bank also gives discounts and offers to its customers
on interest rates and gift hampers in lucky draws for those who take loans.
Wheels of Fortune is one of such lucky draw for loan holders. Winners of this
draw would receive gifts and prices.

Bollywood actress Deepika Padukone is the brand ambassador of Axis bank

and its promotional activities. Recently the digital campaigns are also featuring
models and actors. Axis Bank also uses direct marketing to attract corporate
employees and students.

Since this is a service marketing brand here are other 3ps to make it 7 P’s
marketing mix of Axis Bank.

People.

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Axis Bank is a people centric company whether it is employees or customers.
People are very important piece in the whole scheme of operations in service
industry. They decide the fate of the company. As the representatives of the
Axis bank they directly interact with the customers and other stakeholders.
They help in realising the company dream. Axis Bank Employees a little more
than 50000 employees. Axis Bank values the contributions of these employees
and focus on their training and development activities for further enhancing
their capabilities which in turn reflect the company’s performance and
customer satisfaction.

Process.

All the process initiated by Axis Bank are best in the industry. These
processes result in the customer satisfaction and operational efficiency.
Everyday operations like dealing with customers and cash in other transactions
are designed to derive optimum results. the flow of customers and operations
in the bank are standardized for quick turnaround time. Also the Axis Bank
counters are segregated for different operations they perform. Some counters
are customised for special requirements and plants required by the customers.
Also technology is used to access banks advantage very simple transactions
like withdrawal and deposits are done through machines without any employee
interaction.

Physical evidence.

The logo of Axis Bank is designed when it changed its name in 2007. The
Axis Bank logo suggest strong base and going to develop the future. Axis Bank
releases financial statements every year for investors and customers. The
website and apps are also designed user friendly. It significantly reduces its
paper usage and software’s helping the staff to perform all the daily activities.

29
 Axis Bank also uses billboards at busy places and year jumpsuits for
promotions with its tagline, “ Badthi ka naam zindagi” suggesting company’s
philosophy of progress in life. Hence, discovers the marketing mix of Axis
Bank.

Mar 2017
Mar 2018

Total Share Capital 513.31 479.01

Equity Share Capital 513.31 479.01

Share Application
0.00 0.00
Money

Preference Share Capital 0.00 0.00

Reserves 62,931.95 55,283.53

Revaluation Reserves 0.00 0.00

Networth 63,445.26 55,762.54

414,378.7
Deposits 453,622.72
9

105,030.8
Borrowings 148,016.14
7

519,409.6
Total Debt 601,638.86
6

30
Other Liabilities and
26,245.45 26,295.47
Provisions

601,467.6
Total Liabilities 691,329.57
7

Cash and Balances with

35,481.06 30,857.94
RBI

Balance with Banks,

7,973.83 19,398.24
Money at Call

373,069.3
Advances 439,650.30
5

128,793.3
Investments 153,876.08
7

Gross Block 3,625.59 3,465.93

Accumulated
0.00 0.00
Depreciation

Net Block 3,625.59 3,465.93

Capital Work in Progress 346.09 280.96

Other Assets 50,376.62 45,601.87

601,467.6
Total Assets 691,329.57
6

745,923.2
Contingent Liabilities 776,181.32
2

31
Bills for collection 0.00 0.00

Book Value (Rs) 247.20 232.83

Management at Axis Bank.

Dr. Sanjiv Misra. : Director and executive chairman

Amitabh Chaudhry. : Managing Director and chief executive officer.

32
Prof. Samir k Barua. : Director.

Usha Sangwan. :Director.

B. Babu Rao. :Director.

33
 Recruitment process.

Recruitment is a process of searching for prospective candidates for the

given job in the industry. as we know it is very important for an industrial
concerns to have efficient and effective personal with right quality and at
the right time and at the right place available whenever they are needed.
every organisation needs employee time by time because of promotion or
retirement of an employee. for this purpose and Organisation need to search
for the right candidate. And so it needs to encourage this type of right
candidates whenever they require.

Sources of recruitment.

 Personal date of the candidates and data band maintained by the HR

department.
 Campus recruitment.
 Companies on website.
 Placement Consultants.
 Advertisement in the newspapers like Times of India.
 Employee reference.

Steps of recruitment.

1. Applicant pool. 2. Profile check. 3. Shortlist. 4. Screening.

5. Interview.

34
35
Chapter 3.
Conceptual profile.

36
About Axis Bank.

Axis Bank is the third largest privately owned Financial Institutions in India. It
officer wide range of financial products and services to individual customers,
large and mid corporate, agriculture and retail businesses. Axis bank has more
than 3500 domestic branches and over 13900 ATMs across the country. the
bank also has Overseas branches in Singapore, Hong Kong Shanghai, Colombo
and Dubai, representative offices at Dubai, Abu Dhabi, Dhaka and Sharjah.
The product and services palette of Axis Bank includes, personal loans,
educational loans, car loans business loan credit cards, fixed deposits and
more.

Business overview.

An overview of various business segments.

Retail banking.

 Axis bank has developed a strong retail banking franchise over the
years. retail banking is one of the key drivers of banks growth strategy
and it a compass is a wild range of products deliver to customers
through multiple channels. The bank offers a complete suite of products
across deposit loans investment solutions payments and cards to help
customers achieve their financial objective. The bank focuses on
product differentiation as well as a high level of customer service to
enable it to build its retail businesses.
 The band has continued to develop its rich management capabilities in
retail business, Both from credit and operations risk standpoint. The
brand channel is effectively utilised for growing the retail assets
business, with loans and card products being offered to existing client .

37
 The growth areas identified by the bank are in areas of residential
mortgage And Passenger car loans. Of the total retail loans portfolio 88.
47% is in the form of secured loans.
 The bank offers a wide range of payment solutions to its customers in
the form of debit cards, credit cards and prepaid cards. As on 31 st March
2012, the bank has a base of approximately one 24.99 lakh debit cards
placing it among the leading players in the country point the bank is
also a dominant player in prepaid cards point Axis bank has over
200000 installed EDC machines- Highest for any bank in India.
 Axis Bank privee an exclusive private banking service office advisor
investment and lending solutions to its customers across 10 cities in the
country. Privee follows a client focused investment process and a term
based approach for managing client relationships. The relationship
management team is supported by the team of product specialist, client
serving teams, investment consultant and Research expert. The private
banking businesses focus on addressing both the personal and corporate
advisory nice for an entrepreneur or business family by bringing
solutions offered by various business growth across the retail and
corporate businesses within the bank under and integrated platform.
 The bank also distributes third party products such as mutual funds,
bank assurance products like life and general insurance coma online
trading gold and silver coins through its branches.
 the retail business of the bank is supported by innovative services and
alternative channels which provide convenience of transactions to
customers. This channel include and extensive ATM network internet
banking mobile banking and phone banking.

International retail.

38
 International retail business focus specially on the Overseas sales
channel, retail foreign exchange business, remittances and retail
businesses in overseas centres such as HK and Sri Lanka, where the
bank has a presence Point the product offered in the area of retail forests
and remittances include travel currency card, inward and outward wire
transfer, Travels check and foreign currency notes, remittance facilities
through online portals as well as through collaborations with
correspondent banks, exchange houses and money transfer operators.
The bank continue to have a market leadership position in travel
currency card with 11 currency options other than INR being offered .
the aggregate spends on travel currency cards have crossed USD 3
billion during the year 2012 and 13.

Business banking.
 Business banking leverages the bank strengths- distributed networks of
branches and a strong Technology Platform to offer the best in
transaction banking services. The bank offers a range of current account
products and Cash Management Solutions across the business segments
covering corporates, Institutions, Central and state government
Ministries and undertakings as well as small and retail customers.
 The bank is one of the top CMS providers in the country. The bank act
as an agency bank for transacting government business offerings
services to various Central Government ministers / departments and
other state government and union territories.
 In order to provide solutions for business to effectively manage their
funds flow, the business has introduced liquidity management solution
for corporate customers. Similarly a single window for all payment
requirements was launched with several advanced features such as
setting a daily transaction limit for corporate user setting transaction
39
 limit for individual beneficiaries, prioritising payment methods, online
stop payment and cancellation facilities.

Corporate credit.
 Axis bank has build a strong corporate franchise across corporate,
liability and asset businesses point Axis Bank provides customised
structuring and financing solutions in a timely and comprehensive
Manna to its corporate customers with a focus on building outer high
quality credit portfolio. The bank is a market leader in Debt capital
markets and loan syndication business across segments, sectors and
geographies. The bank also provides full range of treasury and trade
finance solutions to its corporate clients the bank offers Technology
enable transaction banking and Cash Management services to customers
across the government, Financial Institutions and corporate segments.
 banks infrastructure business include project and big advisory services,
project landing, debt syndication, project structuring and due diligence,
securitization and structured Finance. In October 2010, the bank
launched the axis Infra index AII weather primary objective of
conveying the sense of investment conditions in the infrastructure
sector. The index, as the composite measure of investor confidence,
comprises four components that is flow of equity and debt funds into
infrastructure sectors, project completion and commencement of
operations, output related to infrastructure segment and regulatory and
policy development relevant for the sector. It is designed to capture the
evolving fundamentals of the sector and its updated and disseminated on
a quarterly basis.

Treasury.

40
 The bank has the integrated treasury, covering both domestic and
global markets which manages the banks fund across geographies point
the banks treasury business has grown substantially over the years,
gaining marketing share and continuing to be among the top 5 banks in
the terms of Forex revenues. The treasury plays an important role in the
sovereign debt Markets and participate in the primary options held by
RBI Point it also actively participate in the secondary government
securities and corporate debt market. The foreign exchange and money
markets desk is an active participant in the interbank F I space. The
bank has been exploring various cross-border markets to augment
resources and support customer cross border trade. The band has
emerged as one of the leading providers of foreign exchange and trade
finance services. It provides the gamut of products for exports and
imports as well as retail services. It’s cutting-edge technology provides
comprehensive and timely Customer services.

International banking.

 The international operations of the bank from it enabled in IT strategy to

partner with the Overseas growth potential of its domestic flight, who
are venture in abroad I require non rupee funds for domestic projects.
The bank now has a foreign network of four branches that is Singapore,
Hong Kong, Dubai and Colombo and 3 representative officessandai,
Dubai and Abu Dhabi with presence in 6 countries. While Corporate
Banking, trade finance, treasury and Risk Management Solutions at the
primary offerings through the prices at Singapore, Hong Kong, Dubai
and Colombo, the bank also offers retail liability products from its
branches at Hong Kong and Colombo. Further, the banks Gulf
cooperation Council GCC initiative in the form of representative
41
 offices in Dubai and Abu Dhabi, and alliances with banks and exchange
houses in the Middle East provide support for leveraging the business
opportunities from the large NRI diaspora present in these countries.

Small and medium enterprises.

 The small and medium enterprises segment is a trust area of the bank.
The business approach towards this segment, which is expected to
contribute significantly to economic growth in future, is to build
relationships and nurture the entrepreneur talent available point the
relationship paste approach enables the bank to deliver value through
the entire life of small and medium enterprise. The bank has segmented
its SME business in three groups. Small Enterprise medium enterprises
and supply chain finance. The bank extends work capital, project
finance as well as trade finance facilities to SMEs . the bank has
launched banks Gaurav SME awards. In Association with Dun and
bradstreet to recognise and reward achievers in the small and medium
enterprise space.

Information technology.
 Technology is one of the key enablers for business and delivery of
customised Financial Solutions. The bank continues to focus on
introducing innovation of innovative banking services through
investments in schedule and robust Technologies platforms that delivers
efficient and seamless services across multiple channels for customer
convenience and cost reduction point the bank has also focused on
improving the governance process in IT, the bank has launched the

42
 business process management system, a reusable system, which helps to
build process efficiency is across various areas of operations.
 The bank has undertaken various steps in order to align itself towards
RBI guidelines on security and governance, including setting up of
broad and executive level Committees and working on it operations and
other Key area.

Agriculture.
 The bank continues to drive and expand the flow of credit to the
agricultural sector. 401 branches of the bank have dedicated offices for
providing farm loans point products and Solutions are created especially
with simple features and offered at affordable rates to rural customers.
The bank has also adopted a value chain approach, where in N2 and
Solutions are been provided for various stakeholders. It also offers
various customised solutions to meet the regional requirements.

Financial inclusion.
 The Bank perceives not as a corporate social responsibility or a
regulator drive and initiative what are the large business opportunity
that lies untapped in the rural and unexplored section in the urban
market. eceive financial inclusion not as a corporate social
responsibility of a regulator drive and initiative what are the large
business opportunity that lies and kept in the rural and unexplored
section in the urban market. till March 2012 the bank has opened over
4.4 million accounts in over 7607 villages through a network of 15
business correspondence and nearly 6,000 customer service points. The
back has a strong presence in the electronic benefit transfer EBT space
and has a round covered 6800 villages across 19 districts and 9 States
till date with over 3.7 million beneficiaries.
43
 In the urban space, the bank has launched financial inclusion initiatives
in Bangalore, Chennai and Delhi targeting migrant laborers, slum
dwellers and other under bank sector for the Urban population and has
opened over 3.5 lakh not frill accounts. The banks financial inclusion
efforts are not merely restricted to launching of financial inclusion
initiatives and Sourcing basis no frill account but to also promote the
savings habit and enable the customers to obtain customised solutions
for their financial needs.

Human resources.
 The bank aids in creating and developing human capital to realise it's
vision of nurturing are mutually beneficial relationship with its
employees. Employee management and learning, leadership
development and enhance productivity and building multiple
communication platform thus occupied centre stage in the bank HR
objective. The bank continuous to make a strong employer brand in the
financial service sector especially on the campuses of the premier
business schools of the country. In a major initiatives, the bank launched
access academic interface program with Institutions to offer the
youngsters and understanding about the financial services industry.
 Axis bank has a young workforce with an average age of 29 years. The
equal opportunity employer policy of the bank contribute strongly to the
Axis Bank brand.

44
Axis bank offers its services majorly in four parts:

A. Personal
B. Corporate
C. NRI
D. Priority banking.

A. Personal.
Axis bank offers various services for individual domestic customers, which
includes services like
1. Accounts
2. Deposits

45
 3. Loans
4. Cards
5. Forex
6. Investments
7. Insurance
8. Payments
9. Other services
1. The accounts offered by Axis bank for its customers are:
 Easy access savings account
 Future stars savings account
 Krishi savings account
 Prime savings account
 Prime plus savings account
 Basic savings account
 Women’s savings account
 Priority banking account
 Senior citizens account
 Defence salary account
 Trust / NGO savings account
 Insurance agent account
 Resident foreign currency account
 Pension savings bank account
 Youth account
 3 in 1 online investment account.

2. Deposits offered by Axis Bank.

a. Fixed deposits

46
 Axis bank offers simple reinvestment fixed deposits at very
competitive interest rates, which can be opened with a minimum
investment of rupees 10000. Customers can make additions to your
deposit in multiples of Rs 1000 each. The tenure of the deposit must
be a minimum of 6 months.
b. Recurring deposits
Axis bank recurring deposit scheme will allow you with an
opportunity to build up your savings through regular monthly
deposits of fixed sum over a fixed period of time.
Features
 recurring deposits are accepted in equal monthly installment
of minimum rupees thousand and above in multiples of 500
thereafter.
 The fixed number of installments for which depositor can opt
are 12, 24, 36, 39 48, 60, 63, 72, 84, 96, 108 and 120 months.
 Transfer of accounts- recurring deposit account can be
transferred from one office of the bank to another branch.
 the amount of installment once fixed cannot be changed.
 Installment for any Calendar month is to be paid on or before
the last working day of the month. Where there is delay in
payment of installment, one can regularise the amount by
paying the deposited installment together with a penalty.
Fraction of a month will be treated as a full month for the
purpose of calculating the personality.
 The total amount payable to the depositor, inclusive of
interest, depends on the amount of monthly installment and the
period of deposit.
c. Encash 24.

47
 The encash 24 ( Flexi deposit ) give the liquidity of a savings account
coupled with high innings of a fixed deposits. This is achieved by
creating a fixed deposit linked to your savings account provided with
the unique facilities.
 Maximum Returns
Customers money is no longer Idle. As soon as the balance in
your savings account crosses over 25000 rupees the excess in
multiples of rupees 10000 will be transferred automatically to a
higher interest on fixed deposit account. The maturity of fixed
for term deposits formed as a result of transfer of money from
the savings bank account will be for a maximum period of 181
days and the interest will be calculated on simple interest rate
basis.
 Maximum liquidity
the money Parked in fixed deposits as a result of the above
mentioned sweep out from your savings account can be easily
accessed by issuing the cheque, withdrawing through ATM
etc. the amount broken from your fixed deposit will earn
interest rate with the applicable rate for a period that the
deposit was held with the bank. The remaining amount office
deposits will continue to earn the contracted rate of interest.
d. Tax saver fixed deposit.
In the finance bill of 2006, the government has announced tax
benefits to bank term deposit which are of over 5 year 10 year under
section 80c of IT Act 1961 notification number 203 / 2006 and
SO1220 dated 28 / 0 7 / 2006.
The salient points of the scheme notification are a. fixed tenure
without premature withdrawal, b. air is defined as financial year, c.
amount limit to rupees hundred minimum and rupees 100000
48
 maximum, d. bank will issue a fixed deposit receipt that shall be the
basis of claiming tax benefit.

3. Loans offered by Axis Bank.

 Home loan
 Car loan
 Personal loan
 Loan against shares
 Loan against property
 Loan against securities
 Loan against gold
 Education loan
4. Cards offered by Axis Bank.
Credit cards
 Platinum advantage credit card
 Platinum credit card
 Gold credit card
 Silver credit card
 Corporate credit card
 Shriram credit card
 Eshop card
 Easy credit card

Debit cards

 Priority Platinum chip debit card

 Priority debit card
 Classic debit card
 Gold debit card

49
  Gold plus debit card
 Business gold debit card.

Prepaid cards

 Travel currency card.

 payroll card
 Corporate gift card
 gift card
 Rewards card
 Remittance card
 Annuity card
5. Forex offered by Axis Bank
 Travel currency cards
The travel currency card gives its customers a 24 hour access to
money withdraw funds in the local currency from any Visa or visa +
ATMs as well as pay for all your purchases in any country you visit
anywhere in the world.
 Outward remittances
Axis bank offers outward remittance facilities enabling its customers
to remit money abroad through reliable and quick transactions.
they can send money abroad for reasons more than 1 lakh education,
medical purpose gifting, maintenance for loved ones are donations
for a cause.
 Foreign currency Travellers cheques
American Express Travellers cheques are widely accepted globally as
a mode of payment in many parts of the world. It is always

50
 worthwhile taking some of your foreign exchange in Travellers
cheques as it is a great backup to cash and Cards.
 Foreign currency cash
Carrying small amount of local currency or internationally acceptable
currency variants in wallet while travelling Overseas is reassuring
and convenient Especially to make payments for the services human
required on your arrival at the destination.
 India travel card
 Send money to India
6. Investment services offered by Axis Bank.
 Gold Mohurs
 Silver Mohurs
 Mutual funds
 Online trading
 IPO smart
 8% savings bonds
7. Insurance services offered.
 Life Insurance
 Home Insurance
 Motor insurance
 Health Insurance
 Travel insurance
 Business guard
8. Payment services offered by Axis Bank.
 Bill pay
Axis bank bill pay service enables you to make secure payments from the
comfort of your home or office point so it’s time to say goodbye to late
payment fine, long, long bills, Commission paid to local errand boys.
51
  ECS
It is an electronic clearing system that facilitates paperless credit / debit
transaction directly linked to your account in also provides for faster
method of affecting periodic and repetitive payment.
Through ECS you can be all your utility bills like electricity, telephone,
mobile bills, credit card etc, mutual fund, insurance premium, loan
installment, credit card payment, payments of donations and other bill
payments.
 Taxepayments.
Indus service, income / other direct taxes, as well as Central Excise and
service tax, through iConnect can be paid from account online and can get
online acknowledgement of the payment by way of a cyber receipt
including challan identification number CIN immediately after making the
payment.
 Direct tax payment.
The bank is authorised for collection of income or other direct taxes on
behalf of Central Board of Direct taxes CBDT.

 Pension disbursement.
The bank is authorised by RBI and ministry of defence for disbursement of
pension to Armed force like army Navy and Airforce, personal through its
151 authorised branches across the country.

Other services offered by Axis Bank to its individual customersare

 Mobile refill . Recharge at ATM

An individual can recharge his mobile talktime at any of our ATMs. He
doesn’t even have to be a Axis Bank customer. All he needs is a Visa debit

52
 card or credit car. This is an Axis Bank customer then he can also use his
Axis Bank debit card both visa as well as MasterCard.
 Locker
A safe deposit locker with Axis Bank is a solution to an individual concern.
Located at select branches in cities all over the country, or lockers ensure
that safe keeping of an individualsvaluables.
Advantages.
 wide availability, as on March 31st 2010 blockers are available at 944
branches and extension counter
 lockers available in various sizes
 direct debits For Locker rentals for your account rid you of the hassle in
writing out cheques.
 extended banking hours to operate lockers
 Competitive rentals.

Online Shopping
Axis bank offers and individual the convenience of shopping at many major
online stores from the comfort of his home or office. All he needs is an
internet enabled PC. He can choose and then get his items delivered at his
doorstep. He can also avail of numerous online services, get to know about
the current special offers / discount and get a preview of the new items
added on to the shelves by online retailers / service providers point he can
shop as much as he like and conveniently make instant payment by debit in
his account through the secure payment channel, iConnect- are internet
banking platform.
Benefits
 Interest on funds which otherwise would have moved out of your savings
account
 No need to write cheque or make demand drafts
53
  Convenient and transparent managements of funds
 Instant relief / unblocking of funds after allotment / Non allotment of
shares.
E statement.
Axis bank offers the facility of e-statement. E statements are secure and
electronic way to receive statement of accounts from the bank.

B. Axis bank offers corporate services like,

1. Exclusive banking redefined- Club50 current account.
At half yearly average balance of rupees 50 lacs and rupees 25 lacs at semi
urban or rural areas, this premium current account smoothly fulfills your daily
banking requirement
Main features:
 Dedicate relationship management
 Lifestyle benefits / privileges
 Free doorstep banking
 Cash Management Services
 Free RTGS / NEFT facility
 Free international business gold debit card.
2. Various types of current accounts to suit every business
requirements like.
The banks of the range of current account products to meet the needs of the
various customer segments such as small Enterprise, trade , entrepreneurs,
corporate and institutions.
 Normal current account
 Business advantage account
 Business select account

54
  Business classic account
 Business privilege account
 Channel one account
 Current account for government organisations
 Current account for builders and real estate
 Capital market current account
 Club 50 current account etc

These products of a flexibility to customers to choose from the above option

with varying minimum average quarterly balance commitments and charges
structure. In addition to conventional banking facilities, these accounts of a
multi city at party payable cheque- books facility and anywhere banking
facility across branches. Customers can access their account online through
corporate iConnect. Axis Bank Internet banking platform as also through tele
banking facility and can receive amount balance information on mobile
telephones and electronic mail. Customers are subject to transaction charges
including charges for non maintenance of the committed balances. Axis Bank
rings different kinds of current accounts for different types of business select
the one that best suits and individuals business requirements. Axis Bank
current account equipped with the following features to give maximum value
for an individuals money.

Features

Anywhere banking

Axis Bank current account allows an individual to bank from all Axis Bank
branches and extension counter. An individual can deposit cash withdraw cash
deposit cheque, an issue at par cheque at any Axis banks branches. So Bank at
an individualsown convenience.
55
Instant fund transfer

An individual can transfer funds instantly between any of Axis Bank branches.
Fund transfer can be affected online, right from an individual’s account
through Axis Bank Internet banking service.

Internet banking.

Axis Bank present corporate iConnect– unique net banking platform for the
current account users. Available with multiple user IDS, depending on
individuals needs. axis and individuals account at any time from anywhere. An
individual can transfer funds to his own account or two third party account
with an Axis bank and interbank covering over 25000 branches of various
banks. Corporate iConnect also permit transaction initiation by one user and
approval by another. An individual can also excuse bulk payment like salary
and commission across Axis Bank network write from his desktop.

At Par ( Multicity) cheque book.

Enjoy the benefits of Multi City Cheque book with Axis Bank current account.
An individual can issue cheque payable at par at all Axis Bank branches across
the country. And individuals checks will be treated as local checked at more
than 375 locations as on January 31 2008.

ATM or debit card.

With every current account for preparatory and partnership concerns, and
individual can avail upto2 ATM come debit cards, which allows an individual
around-the-clock access to his account from any of all Axis bank ATMs all
over the country. And individual can withdraw up to Rs 40,000 a day.

56
 Free monthly account statement.

By courier and daily on email.

Mobile banking.

Mobile banking will enable an individual to bank with Axis bank through his
phone is respective of where an individual is

 FastTrack loans for SMEs

 Wide range of products for SME segment.
 Organised payment and collections solutions.
 Online tax payment
 Mobile banking services available for current account.
3. Credit services by Axis Bank.
 To large Corporates.
 To Agribusiness- microfinance
For SME unities
4. Besides these services, Axis Bank provide services in areas
like.
 Capital market
 Treasury
 Cash Management Services
 Government businesses.

C. Non resident ( External ) NRE savings.

Any person resident outside India may open NRI account. This account
permits NRI to hold and maintain foreign currency earnings in Indian
rupee. The principal and interest on these balances are freely reportable.

57
 Whether an individual is a student, professional a salaried employee or
an entrepreneur, this account will meet all and individuals banking
needs.
Features.
 Low minimum balance required is rupees 5000
 Multi City Cheque Book which will permit an individual to make
payment via check across multiple locations.
 Mandate or power of attorney facility available so that an
individual absence from the country and individual can authorise
his relative for friend to operate conduct banking transactions on
his behalf.
 Free iconnect 24 x7 account access through secure internet
banking facility from anywhere and anytime.
 Online shopping mall and utility bill payment facility by using
Axis Bank Internet based iConnect banking login.
 free personal accident cover of Indian rupees 200000 an Axis
Bank debit card the insurance cover will come in force only after
an individual make his first successful payment transaction at any
merchant establishment.
 tax advisory services from Axis Bank's Consultants.

D. Priority banking - Resident.

In a segment study undertaken in 2002 it was found that 2.72% of a
Axis Bank’s retail customers contribute to nearly 49.0 5% of Axis Bank
total retail deposits. The clients can bring a largest share of business to
the banks accept a differentiated standard of service. This also makes
business sense, as more often than not, most of the business in a
particular branch flows from a handful of clients. Hence, priority

58
 banking was launched in order to Cater to the needs of the high
networth customers within the bank.
The product at its core ,the idea of providing a certain bit of
differentiation in service and treatments of a segment of its customers
with a view towards customer retention, acquisition and cross selling.
The nucleus of these services has essentially for important components.
 Personalised service
 Investment advisory services
 Preferential pricing of Banking products or services.
 Lifestyle privileges.

Most of the banks private as well as foreign, open a specialised

banking service to the elite customers. The definition of the value of
relationships and services offered difference across the banks. In
general, MNC banks define The HNI segment taking into account
the customers liability as well assail relationship with the bank
between 20 to 30 lacs and above whereas the Indian private banks
only taken the savings bank balance and term deposit between 5 to
10 lacs and above.

Internet banking.

Since April 2000,internet banking channel has grown up so fast com pelmet
the branch and ATM network. As of March 2006, they are around 20 lacs uses
of internet banking, which means amounts to more than 50% of Axis Bank
retail banking savings accounts customers. Apart from routine functional like

59
balance and transactions lookup, we also provide a number of value added
services on the Internet Banking platform. A bride description of each product
is given below

Bill payment

The bill payment series on the internet can be classified into three categories.

 Presentment of EBPP ( electronic bill presentation and payment )

Under this type of bill payment, the customer needs to register for each bill.
Once registered, the biller will send an electronic version of the bill for
acceptance and payment.

 Direct payment
Under this payment type no bill presentation happens. The customer is free
to select the billers and pay according to his convenience
 Payee
This is a variation of direct payment method with the customer creating his
own bill for example, payment of rent to landlord. The landlords account
details would typically be entered in payment made on a recurring basis.

Shopping
A customer with internet banking Axis can buy from merchants registered
with us and pay through the direct debit facility on Axis Bank’s website.
Mobile banking.

60
Mobile banking was launched by the bank in October 2006, which is
the last one and a half years, the customer base has grown on over
500000 subscribers as on April 2006.
Axis bank offers The Automatic alerts service in mobile banking.
A subscriber is allotted through SMS on the activities in his account
with automatic alerts for every debit in his account of more than
rupees 5000. Also the customer is registered for bill payments, he
receives an alert as soon as a bill is presented by the biller of the
payment.

Benefits
Safety: be alerted on any transaction above rupees 5000 in an
individuals account so that action can be initiated promptly in case of
any misuse of the account.
Convenience: know the status of the account from where ever an
individual are.

61
 Chapter 4
FINDINGS,ANALYSIS AND
INTERPRETATION

62
ANALYSIS

Which age group do you belong?

Age of Respondents No Of Respondents Percentage

Less than 25 4 8%
25-40 6 12%
40-55 9 17%
Above 55 31 63%

AGE GROUP

8%
less than25
12%
25 to 40
40 to 55
above 55
17%
63%

INTERPRETATION

After looking at this bar diagram,it can be said the middle aged group
are the main customers of the bank as they occupied almost 75% of this
grarph. The bank has a huge potential in term of the untapped market –
Young and old age group people .high pay packages to todays
employed youth and large saving with the old age people especially in
the urban areas has made the attractive potential customers.

63
What is your occupation?

Occupation of No Of Respondents Percentage

Respondents
Service 7 14%
Business 4 7%
Student 9 18%
Others 30 61%

OCCUPATION

14%
SERVICE
8% BUSINESS
STUDENT
OTHERS

61% 18%

INTERPRETATION

Most of the service class people prefer to open a savings account in the
competition to the business class people. This may be possible due to the
facility of anywhere banking suiting their needs and preferences.

64
Please specify your annual income?

Income of No Of Respondents Percentage

Respondents
Less than 1 Lakh 7 14%
1-2 Lakh 8 17%
2-3 Lakh 5 9%
More than 3 Lakh 30 60%

ANNUAL INCOME

14%
LESS THAN 1LAKH
1 TO 2 LAKH
17% 2 TO 3LAKH
MORE THAN 3LAKH

61%
9%

INTERPRETATION

Income does not make any difference as far as opening the account in the Axis Bank
is concerned, as the bar graph is vividly revealing that more or less people of every
segment of income group have opened and the opening the account except one
group that is lower income group where Emphasis is required to penetrate this group
so it can be used it that the largest group of the Axis Bank, especially for saving
account of every segment of income groups in 6 devoted to render best services to its
customers.

65
 What attributes do you expect from a bank while opening an
account?

Attributes of No Of Respondents Percentage

Respondents
Quick Service 29 58%
Proper Information 12 23%
Working Hours 5 10%
Less Formalities 4 9%

FEATURES

9%
10% QUICK SERVICES
PEOPER INFORMATION
WORKING HOURS
LESS FORMALITIES
23% 59%

INTERPRETATION

when a customer visits any bank the first and foremost thing he expects is the quickness of
service and the promise in entertaining by the bank employee point second thing customers
wishes to have its proper information regarding his queries. On the other hand Bank can’t
ignore working hours point as in this bar customer has carried it. For the services like Bank
preference should be given to make a brand at customer service channel. For this focus must
be given to make well informed and proactive employee along with work should also be
executed technologically rather than manually.

What kind of account do you have in axis bank?

Kind of Account of No Of Respondents Percentage

66
 Respondents
Savings 16 32%
Current 9 18%
Fixed 13 26%
Others 12 24%

KIND OF ACCOUNT

24% SAVINGS ACCOUNTS

32% CURRENT ACCOUNT
FIXED ACCOUNT
OTHERS

26%
18%

INTERPRETATION

Savings account is the leading an attractive product of Axis bank as it occupies the major chunk in
the bar it is clearly implying that this product has the ability to satisfy the customers point on the
second hand and the positions current account and fixed deposits have also been helpful to increase
the customer base but still there performances need to be improved. One thing in this bar which is
significant in the business of the bank is relying on only few leading products, reason for this would
be, neither it has Limited range of products not rest of the product does not have much ability to
penetrate in the steps market of Banking. This is giving an a cleaning message to the management of
the bank to go or analyse the situation very minute Lee and must a certain things are going wrong or
for that what sort of necessary steps could be taken. Providing better services in comparison with the
competitive is a must for excelling in this industry.

67
How did got to know this bank ?

Source to be Known No Of Respondents Percentage

for Respondents
Friends 20 40%
Advertisements 5 10%
Bank Employees 13 26%
Magazines 2 1.2%

SOURCE
1.2

26 FRIENDS
ADVERTISEMENTS
BANK EMPLOYEES
MAGAZINES
40

10

INTERPRETATION

As it is said a satisfied customer is the best medium for advertising sims in this bar friends
and relatives have play a key role in opening the accounts for others. Which implies that
Bank real customers are satisfied enough with the facilities available on the products and
services enjoyed by the point and advertisement and bank employees more or less have been
good performer in their respective domain . it reviews advertisement of different medium,
has been a key factor in generating the awareness about bank products as well as facilities
that are made to available on people’s mind.

68
What is your remark on e-payments through axis bank ?
Remark on e- No Of Respondents Percentage
payments of
Respondents
Excellent 29 58%
Good 2 4%
Average 19 38%
Poor 0 0%

REMARK

0%
EXCELLENT
GOOD
38% AVERAGE
POOR
58%

4%

INTERPRETATION

As this bar is showing at what level people are saved with savings account, with its unique facilities
and features and ability to serve all the needs of the customers because by and large it can be said
75% people are saving good to savings account, this implies that this product has been in leading
product and still and attractive product of the Axis Bank. Reason for this could be different type of
facility associated with this product, which are reading true value to the customer and market people
and also very much devoted to give the best part. Efforts must be given to know why they are people
who are still seeing apps rich and poor but savings account and what are the factors that are going
wrong with the segment.

In comparison to other e-payments banks how would you rate

axis bank?
69
 comparison to other No Of Respondents Percentage
e-payments
5-Star 29 58%
4-Star 13 23%
3-Star 4 9%
2-Star 5 10%

RATING

9%
10% 5 STAR
4 STAR
2 STAR
3 STAR
23% 59%

INTERPRETATION

Rating of any Bank depends on its overall performance in the eye of the people. This
virus Waverly showing that the performance of Axis bank has been good because in
such a short span of its existence in the city which strong competition for a major
public sector banks like SBI and other private banks, reason for this could be it has
occupied in different position in the people’s mind with its customer friendly
products and two serve them with the efficient and prompt banking system.

09.Which will you prefer most in axis bank?

Payment Preference No Of Respondents Percentage

of Axis Bank by
Respondents
70
E-Payments 41 82%
Manual 9 18%

Sales

18%
e payments
manual payments

82%

INTERPRETAION: Most of the coustmers prefer e- payments then

manual payments as the payment isesay to pay through online.

Which of the following services do you prefer more in Axis bank?

Services Preference No Of Respondents Percentage

by Respondents
E-Payments 16 33%
Online Banking 16 33%
Online Shopping 7 14%

71
 All the above 11 20%

Sales

20% e payments
33% online banking
online shopping
all the above
14%

33%

INTERPRETAION:
From the above survey we could say that 33% of people are preferring online service
like e-payments and online banking and 14 % using for online shopping. So most of
the people having benefits of online banking.

How does u feel online service of AXIS bank?

Feel by Respondents No Of Respondents Percentage
Excellent 16 33%
Good 16 33%
Average 7 14%
Poor 11 20%

72
 RATING

6%
Excellent
24% Good
Average
Poor
52%

18%

INTERPRETATION

As this bar is showing at what level people are saved with savings account, with its unique facilities
and features and ability to serve all the needs of the customers because by and large it can be said
75% people are saving good to savings account, this implies that this product has been in leading
product and still and attractive product of the Axis Bank. Reason for this could be different type of
facility associated with this product, which are reading true value to the customer and market people
and also very much devoted to give the best part. Efforts must be given to know why they are people
who are still seeing apps rich and poor but savings account and what are the factors that are going
wrong with the segment.

Which of the following Problems does u face while using axis bank app?
Problems by No Of Respondents Percentage
Respondents
Server Problem 13 25%
Transaction Fail 17 35%
High Usage of Data 10 20%
Connectivity 10 20%

73
 RATING

20% Server Problem

25%
Transaction Fail
High Usage of Data
Connectvity
20%

35%

INTERPRETATION

As of the bar showing different problems by the users facing different issues , the app
need to be upgrades by fixing all the bugs and make comfortable for their customers.

According to your opinion what are the additional service must be

provided by axis bank ?

Opinion by No Of Respondents Percentage

Respondents
Global Reach 15 30%
Offline facility 18 36%
Efficient Customer 24%
Service 12
Others 5 10%
74
 RATING

10%
Global Reach
30% Offline facility
24% Efficient Customer Service
Others

36%

INTERPRETATION

As of above survey it is clearly known that axis bank has to be upgrade

their services for their customers to make banking much easy.

How often do you Visit Axis bank?

Visit of Respondents No Of Respondents Percentage

Frequent 30 60%
Rare 20 40%

75
 RATING

Frequnet
40% Rare

60%

INTERPRETATION

Axis bank has a customer’s which having customers of frequent and rare
visit almost equally

How long are you using online Axis Bank App?

Time of using Axis No Of Respondents Percentage

Bank app by
Respondents

Less than one month 10 20%

76
 2-6 months 20 40%
6-12 months 13 25%
More than 1year 7 15%

RATING

15% 20% Less than one month

2-6 months
6-12 months
More than 1year
25%

40%

INTERPRETATION

From the above we could notice that customers using the application frequently are
from 2-6 months.

Findings:

 The bank has good relationship with its customers .The customers
are very satisfied with the relationship manager service provided by
axis bank.

77
 The bank and its customers have a long term relationship ,Axis Bank
has the tendency to retain its customers at any cost.they believe that
the old customer is more profitable instead of the new one that’s why
they try to maintain good and long term relations to their customers.
 Less number of customers use mobile banking or net banking
 The accounts of Axis Bank ,both salary and savings have great
flexibility in terms of offering.
 In comparison to other banks Axis Bank do not have much difference
,but according to the survey,Axis bank gets an edge because of its
great customer service.
 The Axis Bank has a good number of branches with large chain of
ATMs so it has more ease of access.
 The customers and satisfied with the interest rated provided by Axis
Bank.

78
 Chapter 5
SUMMARY AND SUGGESTIONS

79
SUMMARY.

Axis Bank is the third largest private sector bank in India. Axis bank offers the
entire spectrum of financial services to customer segments covering large and
mid corporates, SME, agriculture and retail businesses.
The bank has a large footprint of 1787 domestic branches and 10,363 ATMs
spread across 1,139 centres in the country as on 31st December 2012. The bank
also has 7 Overseas branches in Singapore, Hong Kong, Shanghai, Colombo
Dubai and Abu Dhabi.
Axis Bank is the one of the first new generation private sector banks to have
began operations in 1994. The bank was promoted in 1993 jointly by specified
undertaking of unit Trust of India(SUUTI) ( then known as unit Trust of
India) , Life Insurance Corporation of India, General Insurance Corporation of
India, National Insurance Company Limited, The New India Assurance
Company Limited, The Oriental Insurance Company Limited, the United India
Insurance Company Limited. The shareholding of unit Trust of India was
subsequently transferred to SUUTI, an entity established in 2003.

With the balance sheet size of 2,85,628 crores as on 31 st March 2012, Axis
Bank is ranked 9th amongst all Indian scheduled banks. Axis bank has
achieved consistent growth and stable asset quality with a 5 year CAGR of
31% in the total assets, 30% in total deposits, 36% in total advances and 45%
in net profit. the corporate office of Axis Bank is located at Axis House
Mumbai, Axis house has received the platinum rating awarded by the US green
building Council for its environmental friendly facilities and reduction of
carbon emission. The growth areas identified by the bank are in areas of
residential mortgage And Passenger car loans. Of the total retail loans portfolio
88. 47% is in the form of secured loans.

80
The bank offers a wide range of payment solutions to its customers in the form
of debit cards, credit cards and prepaid cards. As on 31st March 2012, the bank
has a base of approximately one 24.99 lakh debit cards placing it among the
leading players in the country point the bank is also a dominant player in
prepaid cards point Axis bank has over 200000 installed EDC machines-
Highest for any bank in India.

The Bank perceives not as a corporate social responsibility or a regulator drive

and initiative what are the large business opportunity that lies untapped in the
rural and unexplored section in the urban market. eceive financial inclusion not
as a corporate social responsibility of a regulator drive and initiative what are
the large business opportunity that lies and kept in the rural and unexplored
section in the urban market. till March 2012 the bank has opened over 4.4
million accounts in over 7607 villages through a network of 15 business
correspondence and nearly 6,000 customer service points. The back has a
strong presence in the electronic benefit transfer EBT space and has a round
covered 6800 villages across 19 districts and 9 States till date with over 3.7
million beneficiaries.

81
SUGGESTIONS.

 Axis bank services are very satisfactory from the view of customers ,I
still would like to suggest more of marketing and investments by the
bank.
 Axis bank customer relationship management is remarkable as many
customers claimed to opt axis bank for good services apart from that
various products and services must be promoted to attract customers.
 Axis Bank is focusing on more of long term savings like fixed deposits
and savings deposits. The percent of savings account holders are more
compared to current account holders, so measures regarding increase of
current account holders must be increased.
 Most of the account holders in Axis bank are employed and working
class and less percent of students have accounts with Axis bank,the
reason for this may be lack of focus of the teen age group for savings
,promotion must be done to attract teenagers as well.
 Axis bank has done a lot of campaigning regarding increase of financial
inclusion in semi-urban and rural areas, still the results of acquiring
deposits for rural areas and account holders are less, according to my
research ,the minimum limit for savings account is high for which the
rural areas and less income group is not willing to prefer Axis bank.
 Axis Bank must also come up with new schemes and promotion
techniques to increase public savings with Axis Bank.

82
ANNEXURE

Questionnaire

1. Which age group do you belong?

a. Less than 25
b. 25-40
c. 40-55
d. Above 55
2. What is your Occupation
a. Service
b. Business
c. Student
d. Others
3. Please Specify your annual income?
a. Less than 1 lakh
b. 1-2 lakh
c. 2-3 lakh
d. More than 3 lakh
4. What attributes do you expect from a bank while opening
an account
a. Quick Service
b. Proper information
c. Working hours
d. Less formalities

83
5. What kind of account do you have in axis bank?
a. Savings
b. Currents
c. Fixed
d. Others
6. How did you get to know this bank?
a. Friend
b. Advertisement
c. Bank employees
d. Maxine’s
7. What is your remark on e-payments through axis bank?
a. Excellent
b. Good
c. Average
d. Poor
8. In comparison to other e payment banks how would you
relate axis bank?
a. 5-star
b. 4-star
c. 3-star
d. 2-star
9.

84
85