CHEPTER – 1

1.1 INTRODUCTION
ICICI Bank is a private sector bank engaged in retail banking, insurance etc. ICICI Bank, Naya
Palli Branch is a newly founded branch. Universal banking refers to the banking,which provides
all the financial products and services to its customers.
Corporate Social Responsibility (CSR) has been a long-standing commitment at ICICIBank and
forms an integral part of our activities. The Bank’s contribution to socialsector development
includes several pioneering interventions, and is implementedthrough the involvement of
stakeholders within the Bank and the broader community.The Bank established the ICICI
Foundation for Inclusive Growth (ICICI Foundation)in 2008 with a view to significantly expand
the activities in the area of CSR. Over thelast few years ICICI Foundation has developed
significant projects in specific areas,and has built capabilities for direct project implementation
as opposed to extendingfinancial support to other organizations.
The objective of the Bank is to pro-actively support meaningful socio-economicdevelopment in
India and enable a larger number of people to participate in and benefit from India’s economic
progress. This is based on the belief that growth anddevelopment are effective only when they
result in wider access to opportunities and benefit a broader section of society. The aim is to
identify critical areas of development that require investments and intervention, and which can
help to realizeIndia’s potential for growth and prosperity.
The Corporate Social Responsibility Policy (CSR Policy) of the Bank sets out theframework
guiding the Banks’ activities. The Policy also sets out the rules that needto be adhered to while
taking up and implementing CSR activities.

ICICI Bank Limited is an Indian diversified financial services company

headquartered in Mumbai, Maharashtra. It is the second largest bank in India by
assets and third largest by market capitalization. It offers a wide range of banking
products and financial services to corporate and retail customers through a variety
of delivery channels and through its specialized subsidiaries in the areas of
investment banking, life and non-life insurance, venture capital and asset
management. The Bank has a network of 2,630 branches and 8,003 ATM's in
India, and has a presence in 19 countries, including India.

The bank has subsidiaries in the United Kingdom, Russia, and Canada; branches in
United States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai
International Finance Centre; and representative offices in United Arab Emirates,
China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia. The
company's UK subsidiary has established branches in Belgium and Germany.

ICICI Bank is India’s largest private sector bank in market capitalization and
second largest overall in terms of assets. The bank has a network of 1,626 branches
and about 4,883 ATMs in India and presence in 18 countries.

The industrial credit and investment corporation of India limited (ICICI) was
incorporated in 1955 at the initiative of World Bank, the government of India and
representatives of Indian industry, with the objective of creating a development
financial institution for providing medium– term and long- term project financing
to Indian businesses. A.Ramaswami Mudaliar is elected as the first chairman of
ICICI Limited.

CHANDA KOCHHAR is currently managing director and CEO of ICICI Bank.

Kochhar has also consistently figured in fortune’s list of “Most Powerful Women
in Business” since 2005. KV Kamathwho has was awarded Padma Bhushan award
from the Indian government in 2008 is the Non-Executive Chairman of the Bank.

ICICI MILESTONES

 1988: Promoted TDICI – India’s first venture capital company.

 1996: ICICI Ltd became the first company in the Indian financial sector to
raise GDR.
 1999: ICICI becomes the first Indian company to get listed on the NYSE
through an issue of American depository shares.
 2000: ICICI BANK became the first commercial bank from India to get its
stock listed on the NYSE.
2.3 Geographical areas

 Haryana
 Mumbai
 Chennai
 Bangalore
 Delhi
 Karnataka
 Bihar
 Orissa
1.2 HISTORY BACKGROUND
ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financialinstitution,
and was its wholly-owned subsidiary. ICICI's shareholding in ICICI Bank was reduced to 46%
through a public offering of shares in India in fiscal 1998, anequity offering in the form of ADRs
listed on the NYSE in fiscal 2000, ICICI Bank'sacquisition of Bank of Madura Limited in an all-
stock amalgamation in fiscal 2001,and secondary market sales by ICICI to institutional investors
in fiscal 2001 and fiscal2002. ICICI was formed in 1955 at the initiative of the World Bank, the
Governmentof India and representatives of Indian industry. The principal objective was to create
adevelopment financial institution for providing medium-term and long-term projectfinancing to
Indian businesses.
In the 1990s, ICICI transformed its business from a development financial institutionoffering
only project finance to a diversified financial services group offering a widevariety of products
and services, both directly and through a number of subsidiariesand affiliates like ICICI Bank. In
1999, ICICI become the first Indian company andthe first bank or financial institution from non-
Japan Asia to be listed on the NYSE.
Bank shareholders through a large capital base and scale of operations, seamlessaccess to ICICI's
strong corporate relationships built up over five decades, entry intonew business segments,
higher market share in various business segments, particularly fee-based services, and access to
the vast talent pool of ICICI and itssubsidiaries.After consideration of various corporate
structuring alternatives in the context of theemerging competitive scenario in the Indian banking
industry, and the move towardsuniversal banking, the managements of ICICI and ICICI Bank
formed the view thatthe merger of ICICI with ICICI Bank would be the optimal strategic
alternative for both entities, and would create the optimal legal structure for the ICICI
group'suniversal banking strategy. The merger would enhance value for ICICI
shareholdersthrough the merged entity's access to low-cost deposits, greater opportunities for
earning fee-based income and the ability to participate in the payments system and provide
transaction-banking services. The merger would enhance value for ICICI
In October 2001, the Boards of Directors of ICICI and ICICI Bank approved themerger of ICICI
and two of its wholly-owned retail finance subsidiaries, ICICIPersonal Financial Services
Limited and ICICI Capital Services Limited, with ICICIBank. The merger was approved by
shareholders of ICICI and ICICI Bank in January2002, by the High Court of Gujarat at
Ahmadabad in March 2002, and by the HighCourt of Judicature at Mumbai and the Reserve
Bank of India in April 2002.Consequent to the merger, the ICICI group's financing and banking
operations, bothwholesale and retail, have been integrated in a single entity.
ICICI Bank has formulated a Code of Business Conduct and Ethics for its directorsand
employees.

ARIVAL – 2019
 ICICI Bank won a total of four awards in the ‘Large Banks’ group at thisyear’s IBA
Banking Technology Awards. The Bank was declared winner inthe following categories:
 ‘Best IT Risk Management and Cyber SecurityInitiatives’ and ‘Best Financial Inclusion
Initiatives’. ICICI Bank was declaredrunner-up in the following categories: ‘Best
Technology Bank of the Year’and ‘The Most Customer-Centric Bank using Technology’.

 ICICI Bank was recognized as the ‘Best Retail Bank – India’ at the RetailBanker
International Asia Trailblazer Awards 2019. The Bank also won anaward in the ‘Best
Mortgage Offering’ category at these awards. The awardsare organized by Retail Banker
International, an online publication that provides news on banking and finance from
across the globe.

 ICICI Bank was awarded for its ‘I Travel’ project at Innovate 2019, aconference and
award ceremony organized by the Banking Frontiers magazineto recognize innovations in
the Indian Banking, Financial Services andInsurance (BFSI) industry.

 ICICI Bank won the Silver Award in the ‘Home Loan Provider of the Year 2018’
category at the 17th edition of the Outlook Money Awards. The awardsare organized by
Outlook Money, a magazine that features news on personalfinance, mutual funds,
investments, insurance, taxation and other financialaspects.

ICICI Bank was recognized as the ‘Best Foreign Exchange Provider’ in Indiaas part of ‘The
World’s Best Foreign Exchange Providers 2019’ list released by Global Finance magazine.
1.3INTRODUCTION OF ICICI BANK
OVER VIEW ON BANKING INDUSTRY
The Indian Banking history can be broadly categorized into nationalized private banksand
specialized banking institutions. The Reserve Bank of India acts as a centralizedmonitoring
system. Since the nationalization of banks in 1969, the nationalized bankshave acquired a place
of prominence and has since, then seen tremendous progress. Theneed to become highly
customer focused has forced the slow moving public sector banksto adopt a fast track approach.
The liberalized policy of Government of India permittedentry to private sector banks in the
banking industry. The major differentiating parameterthat distinguishes these banks is the level
of service that is offered to the customer. The popularity of these banks can be gauged by the fact
that in a short span of time, these banks have gained considerable customer confidence and
consequently have shownimpressive growth rates. With efficiency being the major focus, these
banks haveleveraged on their strength and competencies viz. management, operation efficiency
andflexibility, superior product positioning a higher employee productivity skill.
The private banks with their focused business and services portfolio have a reputation of being
niche player in the industry. A well chalked out integrated strategy has allowedthese banks to
operate 70% of their business to urban areas, this statutory requirement hastranslated into lower
deposit mobilization costs and higher margins to public sector banks. Banks are increasingly
finding that most viable way of differentiating themselveswill be to successfully manage
customer relationship and enhance the overall customerexperience. In future the market space
will see banks and non-banks striving to seekopportunities to profit, in the wake of product
customization.

1.4UNIVERSAL BANKING

Ever since the financial sector reforms were introduced in early

90’s the banking sector
saw the emergence of new generation private sector banks. These banks gained at most
popularity as they have technology edge and better business models when compared to public
sector banks and the most important thing is they are able to attract more volumessimply because
they meet their customer’s requirements under one roof. If the newer players can do that then
why can’t the bigger players like the Financial Institutions (FIs)

try their hands on it? Here comes the concept of universal banking, its emergence, meritsand
related issues. The present paper focuses on understanding the concept of universal banking in
India and attempts to explain the regulatory role, regulatory requirements, keyduration and
maturity distinction and lastly the optimal transition path.

Universal Banking, means the financial entities – the commercial banks,

FinancialInstitutions, NBFCs, - undertake multiple financial activities under one roof,
therebycreating a financial supermarket. The entities focus on leveraging their large
branchnetwork and offer wide range of services under single brand name.
Universal Banking generally takes three forms:
  In-house Universal banking. E.g. Germany, Switzerland.
 Through separately capitalized subsidiaries. E.g. England, Japan .
 Operations carried through a holding company. E.g. USA, Japan.
In general, Universal Bank is a name given to banks engaged in diverse kind of banking business
which includes not only services related to savings and loans but alsoinvestments, offering wide
range of financial services, beyond commercial banking andinvestment banking, insurance etc. If
specialized banking is the one end universal banking is the other. This is most common in
European countries and this concept iswidely popular in countries like USA but is about to take-
off officially in India, as thedefinition of Universal Banking is yet to be established clearly and
conclusively. Anarrow view of Universal banking could be activities pertaining to lending
plusinvestments in bonds and debentures. A broader view could include a basket of all
thefinancial activities including insurance.
The characteristics of Universal Banking heavily depend of two most important factors,namely:
 The specific country’s diversification rules and regulations.

 The strengths of individual banks in enlarging the scope of the activities in the
varioussegments of financial services industry.

RETAIL BANKING
Retail Banking Group has emerged as the fastest growing segment within ICICI BankLtd.
Within RBG, retail channel and liability group mobilize the much-needed resourcesat highly
competitive rates through deposits and bonds and retail assets and productsgroup deploys the
available resources through various channels like Home Loans,Personnel Loans, Consumer
Durable Loans, Commercial Vehicles Loan etc. in the retail assets. Across the world retail
banking has been the high volume-low value business proposition. Enormous amount of
resources are required to acquire and service customerin terms of infrastructure and operation.
Given the current stage of evolution of the Indianmarket, we have adopted an organization model
that continuous to focus on product andon achieving attention and dedicated services, and at the
same facilitate the widening anddeepening of customer relationships. Small enterprises and
emerging corporate segmenthas strong synergies with the retail business in terms of customer
profile and servicing isdone through technology platform and retail branches.

1.5TERMS RELATED TO BANKING

GENERAL
A depository is like a bank where securities are held in electronic form. In India, there aretwo
depositories- National Securities Depositories Limited (NSDL) and CentralDepository Services
(CDSL).Under the depository Act, depositors can avail to theservices of the Depositories through
Depository Participant (DP) such as ICICI Bank.DP's are like bank branches wherein shares in
physical form need to be deposited forconverting to electronic (Demat) form.

DEMATERIALIZATION OF SECURITIES ( DEMART )

Dematerialization is the process of converting the securities held in physical form(certificates) to
an equivalent number of securities in electronic form and crediting thesame to the investor's
Demat account. Dematerialized securities do not have anycertificate numbers and are detail only
in quantity i.e. the securities are fungible.Dematerialization of one's holdings is not mandatory.
One can hold ones securities eitherin Demat form or in physical form. One can also keep part of
one's holdings in Dematform and part in physical form. However, a selected list of securities
announced by SEBIcan be delivered only in Demat form in the stock exchanges connected to
NSDL.

SALE / DELIVERY OF SECURITIES

All purchases/receipt of securities in one's account is affected as per `Standing Instructionfor
Credit given to ICICI Bank to receive credits automatically in the account. If thecustomers have
not given standing instruction for receiving credits, one is required togive a specific receipt
instruction for each credit in the prescribed form. The date of creditdepends on ones brokers'
instruction and ICICI bank has no control on the same.

DEMATERIALIZATION
It is the process of converting the securities held in electronic form in a Demat account toan
equivalent number of securities in physical form (certificates) after debiting the samefrom the
Demat account.

PLEDGE
Securities held in Demat form can be pledged by the client to avail loan/credit facility.Pledge of
securities in NSDL requires that both the borrower and lender should have aDemat account with
any of the DP's with NSDL. The facility for Inter Depository pledgeis not available.

FREEZING / DEFREEZING
The client has an option to freeze his accounts in case he does not intend to do anytransaction in
the near future. This helps in curbing unauthorized use of Demat accountand prevention of
frauds. Defreezing of the account is required to enable the accountagain for transaction. The
request for freezing and defreezing must be submitted in personal prescribed form.

CORPORATE BENEFIT-DIVIDEND , BONUS OR RIGHT ISSUE

In case the company in which a beneficial owner holds shares in Demat form
announcesany corporate benefits like bonus, dividend etc. the beneficial owner will
receive thesame directly in his Demat account or bank account depending on the
nature of the benefit. For payment of dividend etc. the company/registrar takes a
list of beneficialowners from NSDL as on the record date/book closure date. Based
on this list, companymakes payment of dividend. If the company is making
payment through ECS, thecompany will directly credit the dividend to the bank
account registered by the beneficialowner. If the company is making payment
through cheque/DD, the bank details will be printed on dividend warrant. In case
of a bonus declaration by the company, the bonussecurities on the eligible
securities in the beneficial owner's Demat account by thecompany/registrar under
intimation to the beneficial owner. This will be reflected in thetransaction
statement for the period. In case of rights issue, the beneficial owner willreceive an
option to subscribe for the eligible number of securities from the company.These
may be in physical or electronic form in the customers Demat account. In case of
amerger or acquisition, securities in the beneficial owner's Demat account is
automaticallycredited and debited by the company as per pre-declared ratio under
intimation to the beneficial owner. This will be reflected in the transaction
statement for the period.
PUBLIC ISUE
When subscribing for shares in a public issue, one can request for securities, if allotted to be
credited directly to ones Demat account and quote ones Demat account for the purposein the
application form. After allotment, the securities will be credited directly to onesDemat account
under intimation to one from the company/registrar.

NOMINATION
The customer can make a nomination of his account in favor of any person by filing upthe
nomination details in the account opening form. This is to enable the nominee toreceive the
securities after the death of all the holder(s) of the Demat account.

TRANSMISSION
It refers to transfer of securities from an account to the other as a result of the death of thesole/
any of the holders of the former account. Here the transfer may be done to:Surviving Holders
Nominee where nomination has been made Legal heir wherenomination has not been made
Common Requirements and effect.

DEMART ACCOUNT STATEMENT

If there is transaction in previous 30 days, the customer is sent transaction statement. Ifthere is no
transaction in previous 30 days but more than 90 days have passed, a quarterlystatement is sent if
there are some holdings in the customer's account. Customers whohave opted for statement thru
email" will get a digital signature obtained from aCertifying Authority under the Information
Technology Act, 2000, which willauthenticate the email.

REGISTRATION FOR INTERNET / ACCESS & E-INSTRUCTIONS

To increase convenience to the customers while reducing work load at ones end inhandling
queries, there is a facility for the customer to directly access his Demat Account24 hours a day,
365 days a year through internet and phone. It is not mandatory to hold a banking account to be
able to register for such access.

MOBILE BANKING
With mobile banking one has an option to remain updated while one is on the move,without even
calling or logging on to internet.

BILLING & PAYMENTS

The bills are generated in the beginning of each month for the previous month. The duedate is
mentioned in the bill. However, it is not viable to send bills with amount less thana certain cut-
off amount. I.e. Rs.50. Customers will receive bills in the next quarter orwhenever the bill
amount exceeds the cut-off amount.

CHANGE OF ADDRESS & BANK DETAILS

One can request for the following through a common form:-
Change of Address- The client should personally visit the branch. In case of a corporate,at least
one of the authorized signatories should sign the request in presence of the branchofficer.
Change of Bank Details for Receiving Dividend- The bank account details attached witheach
Demat account are used to make dividend/interest payments. As per a recent SEBIcircular, it is
mandatory for registrar companies to make dividend/interest payments byECS wherever bank
details for the investors are available

CHANGE OF RATE CARD

One can shift from the standard scheme to the frequent traders scheme or vice-versa.
Theapplication should be made in a prescribed form at ICICI bank. In case of shift fromstandard
scheme to frequent trader scheme, the customer can specify the date from whichthe shift should
take place and the application should contain a mandate for recover ofRs. 900. In case of shift
from frequent trader scheme to standard scheme, the scheme isalways effective from the date
when the change in the billing scheme is been done.

ACCOUNT SECURITY
Emphasis needs to be given on the fact that the securities that one have in ones Demataccount
are similar to the money that one holds in bank account. One needs to take all precautions for
ones Demat transaction as one exercise for bank account. The TFD booklet should be kept safely
just like a cheque book. The details should not be shared ofone's Demat account number and
signature with anyone. It should be accepted only if ithas pre-printed serial number as well as
one's Demat account number pre-stamped oneach slip. It should not be signed unless completely
filled. If possible one should makeuse of web facility to check ones Transactions as frequently as
possible. "Account freeze"instruction should be given to ICICI bank if one does not intend to
operate ones accountfor a long time.
1.6THEORETICALBACKGROUND OF THE STUDY
The banking industry in India has undergone a sea of change ever since the economicform
process was initiated. There is no doubt that the banking industry continues to playa cardinal role
in spread heading the economic activity of the country. From an industryalmost monopolized by
the nationalized bank till the 90's it has now emerged as aconglomerate of nationalized, private
and foreign banks setting new trends in the way banking is carried out. The deregulation in the
interest rates, grant of functionalautonomy to the banks in the area of credit, entry of foreign
banks and emergence of new private banks has made the banking environment. The whole
Indian banking industryscenario is changing while the chunk of other total share in bank credit
continues to bedominated by public sector banks, the increase boost given to foreign and private
participation is expected to make banking more challenging. Lately, Indian banks arediverting
from their bread and butter business of lending and accepting deposits, and areresorting to other
related activities. Any private or foreign banks is found to have spreadits wings across a variety
of business starting from housing finance, credit finance, creditcards, investment banking,
internet banking etc. with a lot of thrust on retail andconsumer loans to lending to small and
medium enterprises an agriculture. To sustain themarket share and maintain the profitability,
banks including the nationalized ones aretrying to incorporate product diversity and with more
focus on customer needs. Most ofthe private banks are moving towards the `Universal Banking'.
Universal Banking meansthe banking in which the banks have all the financial products and
services for itscustomers. Now there is a need to observe how these private banks are going to
apply theconcept for customer satisfaction and for the growth of business in emerging area
offinance. The information collected was compared with ideal one to find out majordrawbacks
and best practices too.

1.7COMPANY PROFILE
A BRIEF INTRODUCTION OF ICICI BANK LIMITED
ICICI Bank is India's second-largest bank. The Bank has a network of about 573 branches and
extension counters and over 2,000 ATMs. ICICI Bank was originally promoted in 1994 by ICICI
Limited, an Indian financial institution, and was its wholly-owned subsidiary.
ICICI was formed in 1955 at the initiative of the World Bank, the Government of Indiaand
representatives of Indian industry. The objective was to create a developmentfinancial institution
for providing medium-term and long-term project financing to Indian businesses. In the 1990s,
ICICI transformed its business from a development financialinstitution offering only project
finance to a diversified financial services group offering awide variety of products and services,
both directly and through a number of subsidiariesand affiliates like ICICI Bank. In 1999, ICICI
become the first Indian company and thefirst bank or financial institution from non-Japan Asia to
be listed on the NYSE. In 2001,ICICI bank acquired Bank of Madura1 Limited. ICICI Bank set
up its international banking group in fiscal 2002 to cater to the cross border needs of clients and
leverage onits domestic banking strengths to offer products internationally. ICICI Bank currently
hassubsidiaries in the United Kingdom, Canada and Russia, branches in Singapore andBahrain
and representative offices in the United States, China, United Arab Emirates,Bangladesh and
South Africa. In 2003, the first Integrated Currency Management Centrelaunched in Pune. ICICI
Bank announced the setting up of its first ever offshore branch inSingapore. The first offshore
banking unit (OBU) at Seepz Special Economic Zone,Mumbai, launched. ICICI Bank's UK
subsidiary launched. India's first ever "Visa MiniCredit Card", a 43% smaller credit card in
dimensions launched. ICICI Bank subsidiaryset up in Canada. Temasek Holdings acquired 5.2%
stake in ICICI Bank. ICICI Bank became the market leader in retail credit in India. In 2004, Max
Money, a home loan product that offers the dual benefit of higher eligibility and affordability to
a customer,introduced. Mobile banking service in India launched in association with
RelianceInfocomm. India's first multi-branded credit card with HPCL and Airtel launched.
KisaanLoan Card and innovative, low-cost ATMs in rural India launched. ICICI Bank andCNBC
TV 18 announced India's first ever awards recognizing the achievements ofSMEs, a pioneering
initiative to encourage the contribution of Small and MediumEnterprises to the growth of Indian
economy. In 2005, ICICI Bank opened its 500th branch in India. ICICI Bank introduced
partnership model wherein ICICI Bank wouldforge an alliance with existing micro finance
institutions (MFIs). The MFI wouldundertake the promotional role of identifying, training and
promoting the micro-financeclients and ICICI Bank would finance the clients directly on the
recommendation of the MFI. ICICI Bank introduced 8-8 banking wherein all the branches of the
Bank wouldremain open from 8a.m. to 8 p.m. from Monday to Saturday. ICICI Bank introduced
theconcept of floating rate for home loans in India. First rural branch and ATM launched inUttar
Pradesh at Delpandarwa, Hardoi. "Free for Life" credit cards launched whereinannual fees of all
ICICI Bank Credit Cards were waived off. ICICI Bank and Visa jointlylaunched mChq  a
revolutionary credit card on the mobile phone. Private BankingMasters 2005, a nationwide Golf
tournament for high net worth clients of the private banking division launched. This event is the
largest domestic invitation amateur golfevent conducted in India. ICICI is the first Indian
company to make a simultaneousequity offering of $1.8 billion in India, the United States and
Japan. It acquiredIvestitsionnoKreditny Bank of Russia. ICICI Bank became the largest bank in
India interms of its market capitalization. In 2006; ICICI Bank became the first private entity
inIndia to offer a discount to retail investors for its follow-up offer. ICICI Bank became thefirst
Indian bank to issue hybrid Tier-1 perpetual debt in the international markets. ICICIBank
subsidiary set up in Russia. In 2007, it introduced a new product - 'NRI smart saveDeposits'  a
unique fixed deposit scheme for non resident Indians. Representative officesopened in Thailand,
Indonesia and Malaysia. ICICI Bank became the largest retail playerin the market to introduce a
biometric enabled smart card that allows bankingtransactions to be conducted on the field. A
low-cost solution, this became an effectivedelivery option for ICICI Bank's micro finance
institution partners. Financial counselingcentre Disha launched. Disha provides free credit
counseling, financial planning and debtmanagement services. Bhoomi puja conducted for a
regional hub in Hyderabad, AndhraPradesh. ICICI Bank's USD 2 billion 3-tranche international
bond offering was thelargest bond offering by an Indian bank. Sangli Bank amalgamated with
ICICI Bank.ICICI Bank raised Rs 20,000 crore (approx $5 billion) from both domestic
andinternational markets through a follow-on public offer. ICICI Bank's GBP 350
millioninternational bond offering marked the inaugural deal in the sterling market from
anIndian issuer and also the largest deal in the sterling market from Asia. Launched India'sfirst
ever jewellery card in association with jewelry major Gitanjali Group. It became thefirst bank in
India to launch a premium credit card -- The Visa Signature Credit Card.Foundation stone laid
for a regional hub in Gandhinagar, Gujarat. Introduced SMEToolkit, an online resource centre, to
help small and medium enterprises start, financeand grow their business. ICICI Bank signed a
multi-tranche dual currency US$ 1.5 billionsyndication loan agreement in Singapore. ICICI
Bank became the first private bank inIndia to offer both floating and fixed rate on car loans,
commercial vehicles loans,construction equipment loans and professional equipment loans.
ICICI Bank entersGermany, opens its first branch in Frankfurt. ICICI Bank launched iMobile, a
breakthrough innovation in banking where practically all internet banking transactionscan now
be simply done on mobile phones.

1.8EDUCAION
Education represents a critical area of action to realize India’s growth potential as alsomake it
inclusive, by enabling children from all sections of society to have access toquality basic
education that equips them for taking up higher education or job-oriented skill training. At the
same time, India’s institutions of higher learning alsorequire investment in capacity building to
support India’s growing and evolving needsand become global centers of excellence.

The Bank, both directly and through ICICI Foundation, will continue to work withvarious bodies
including state governments and other not-for-profit organizations toimprove the quality of
education in government and municipal schools, which accountfor the vast majority of school-
going children in the country. ICICI Bank willcontinue to work with institutes of higher
education for focused capacity-building inspecified disciplines, particularly finance &
management.

HELTH CARE
The healthcare challenge in India spans a number of dimensions, including access toaffordable
healthcare for the poor; awareness of health issues & available facilities/ benefits among the less
privileged segments of society and specific vulnerable sections of the population; and child
malnutrition, which impairs the capacity of achild to lead a healthy and productive life.
Addressing this challenge is essential toachieve the objective of inclusive growth. The Bank and
ICICI Foundation willcontinue to focus on developing innovative models with the potential to
scale up and bring about improvements in the delivery of healthcare to the marginalized
segmentsof society and other appropriate measures to promote health care.

SKILL DEVELOPMENT AND SUSTAINABLE LIVELIHOODS

Enabling India’s youth to gain skills that can provide employment is key to realizingthe potential
of India’s demographic dividend and driving inclusive growth.Improving employability of the
youth from lower-income sections of society is hencean important focus area.

The ICICI Academy for Skills has been set up across the country to provide job-oriented skill
training to youth. Several centers have been set up across the country. Inthis initiative, ICICI
Foundation is also leveraging the skills and training capabilitiesof large corporate in developing
training modules in their respective domains. ICICIFoundation is also liaising with corporate and
businesses to get the trained youthemployed, through a job portal. ICICI Bank will continue to
develop the ICICI RuralSelf Employment Training Institutes.

FINANCIAL INCLUSIOM
The Bank strongly believes that to improve the overall economic condition of thelow-income
population and to empower them with means to overcome adversities or inequalities, access to
financial services is an important factor.
The Bank would continue to focus on expanding its reach and its initiatives in thisarea include
using various channels like branches and business correspondents, andleveraging technology, to
make banking services accessible to low-income groups andthe rural population, including the
urban poor and migrant workers.

1.9CLASSIFICATION OF BANKING INDUSTRY IN INDIAFIGURE 1

There are two broad categories under which banks are classified in India-

1 SCHEDULED 2 NON-SCHEDULED BANK

Scheduled Banks Scheduled banks are covered under the 2nd Schedule of the Reserve Bank
ofIndia Act, 1934. To qualify as a scheduled bank, the bank should conform to the
followingconditions: A bank that has a paid-up capital of Rs. 5 Lakh and above qualifies for
the schedule bank category A bank requires to satisfy the central bank that its affairs are not
carried out in away that causes harm to the interest of the depositors.A bank should be a
corporation rather than a sole-proprietorship or partnership firm. ScheduledCommercial
Banks in India are categorised in 5 different groups according to their ownership /nature of
operation.
THESE BANK GROUP ARE :
(i) State Bank of India
(ii) Nationalised Banks,
(iii) Regional Rural Banks,
(iv) Foreign Banks
Other Indian Scheduled Commercial Banks (in the private sector).
EVERY SCHEDULED BANK ENJOYS FOLLOWING FACILITIES :
I. Scheduled Banks are eligible for obtaining debts/loans on bank rate from the RBI.

II. Scheduled Banks automatically acquires the membership of the clearing house.

III. Scheduled Banks get the facility of the rediscount of first class exchange bills from RBI.
This facility is provided by the RBI only if the Scheduled Banks deposit average daily
cash withthe RBI which is decided by the RBI itself and presents the recurring statements
under the provision of RBI Act, 1934 and Banking Regulation Act, 1949.

1.10 DEFINITION OF NO-SCHEDULED BANKING :

The banks which are not included in the list of the scheduled banks are called the Non-Scheduled
Banks. At present there are only 3 such banks in the country. Non- Scheduled Bankshave to
follow CRR conditions. These banks can have CRR fund with themselves as nocompulsion has
been made by the RBI to deposit it in the RBI.
Non- Scheduled Banks are also not eligible for having loans from the RBI for day to
dayactivities but under the emergency conditions RBI can grant loan to them. Example:
All local area banks are called the Non-scheduled banks

COMMERCIAL BANKS
are regulated and managed under the Banking Regulation Act, 1949.These are profit making
banks based on their business model. Granting loans to the government,general public, and
corporate and accepting deposits counts as the primary function. There arefour types of
commercial banks:
1. Public Sector Banks.
2. Private Sector Banks.
3. Foreign Banks.
4. Regional Rural Banks.

PUBLIC SECTOR BANK

These are the nationalised banks and account for more than 75 per cent of the total banking
business in the country. Majority of stakes in these banks are held by the government. In terms of
volume, SBI is the largest public sector bank in India and after its merger with its 5 associate
banks (as on 1st April 2017) it has got a position among the top 50 banks of the world.

There are a total of 20 nationalised banks in india.

Private Sector Banks
These include banks in which major stake or equity is held by private shareholders. All the
banking rules and regulations laid down by the RBI will be applicable on private sector banks
aswell.

Foreign Banks
A foreign bank is one that has its headquarters in a foreign country but operates in India as a
private entity. These banks are under the obligation to follow the regulations of its home
countryas well as the country in which they are operating

Regional Rural Banks

These are also scheduled commercial banks but they are established with the main objective of
providing credit to weaker sections of the society like agricultural labourers, marginal
farmersand small enterprises. They usually operate at regional levels in different states of India
and mayhave branches in selected urban areas as well.
Other important functions carried out by RRBs include- Providing banking and financial
servicesto rural and semi-urban areas Government operations like disbursement of wages of
MGNREGAworkers, distribution of pensions, etc. Para-Banking facilities like debit cards, credit
cards andlocker facilities.

COOPERATIVE BANKS
Run by the elected members of a managing committee and registered under the
CooperativeSocieties Act, 1912 are the cooperative banks. These are no-profit, no-loss banks and
mainlyserve entrepreneurs, industries, small businesses, and self-employment. cooperative banks
can beof two types :

Urban Co-operative Banks refer to the primary cooperative banks located in urban and
semi-urban areas. These banks essentially lent to small borrowers and businesses centered
aroundcommunities, localities work place groups.
According to the RBI, on 31st March, 2003 there were 2,104 Urban Co-operative Banks ofwhich
56 were scheduled banks. About 79% of these are located in five states, – AndhraPradesh,
Gujarat, Karnataka, Maharashtra and Tamil Nadu.
A State Cooperative Bank is a federation of the central cooperative bank which acts ascustodian
of the cooperative banking structure in the State.

SMALL FINANCE BANKS

These banks cater to a niche segment in the society and help with financial inclusion of
sectionswhich are not taken care of by other leading banks. They look after micro
industries,unorganized sector, small farmers etc. RBI and FEMA are the governing bodies of
these banks
PAYMENTS BANK This is a new and upcoming model of banking in India. It has
beenconceptualized and signed-off by RBI with restricted operations. Maximum of Rs. One
Lakh isacceptable per customer by these banks. Like other banks, they also offer para-banking
serviceslike ATM cards, Debit- Credit cards, net-banking, mobile banking etc.

1.11 History

ICICI Bank was established in 1996 by the Industrial Credit and Investment
Corporation of India, an Indian financial institution, as a wholly owned subsidiary.
The parent company was formed in 1955 as a joint-venture of the World Bank,
India's public-sector banks and public-sector insurance companies to provide
project financing to Indian industry. The bank was initially known as the Industrial
Credit and Investment Corporation of India Bank, before it changed its name to the
abbreviated ICICI Bank. The parent company was later merged into ICICI Bank.
ICICI Bank launched internet banking operations in 1998

ICICI's shareholding in ICICI Bank was reduced to 46 percent, through a public

offering of shares in India in 1998, followed by an equity offering in the form of
American Depositary Receipts on the NYSE in 2000. ICICI Bank acquired the
Bank of Madura Limited in an all-stock deal in 2001, and sold additional stakes to
institutional investors during 2001-02.

In the 1990s, ICICI transformed its business from a development financial

institution offering only project finance to a diversified financial services group,
offering a wide variety of products and services, both directly and through a
number of subsidiaries and affiliates like ICICI Bank. In 1999, ICICI become the
first Indian company and the first bank or financial institution from non-Japan Asia
to be listed on the NYSE.

In 2000, ICICI Bank became the first Indian bank to list on the New York Stock
Exchange with its five million American depository shares issue generating a
demand book 13 times the offer size.

In October 2001, the Boards of Directors of ICICI and ICICI Bank approved the
merger of ICICI and two of its wholly owned retail finance subsidiaries, ICICI
Personal Financial Services Limited and ICICI Capital Services Limited, with
ICICI Bank. The merger was approved by shareholders of ICICI and ICICI Bank
in January 2002, by the High Court of Gujarat at Ahmadabad in March 2002, and
by the High Court of Judicature at Mumbai and the Reserve Bank of India in April
2002.
In 2008, following the 2008 financial crisis, customers rushed to ATM's and
branches in some locations due to rumors of adverse financial position of ICICI
Bank. The Reserve Bank of India issued a clarification on the financial strength of
ICICI Bank to dispel the rumors.

1.8 OTHER INFORMATION ABOUT ICICI BANK

COMPANY PROFILE

ORGANIZATION STRUCTUREOF ICICI BANK

 Retail banking.
 Wholesale banking
 Project finance and special assets management
 International business
 Corporate bank

Retail banking is banking in which banking institutions execute transactions

directly with consumers, rather than corporations or other banks. Services offered
include savings and transactional accounts, mortgages, personal loans, debit cards,
and credit cards.

Wholesale banking is the provision of services by banks to the likes of Mortgage

Brokers, large corporate clients, mid-sized companies, real estate developers and
investors, international trade finance businesses, institutional customers (such as
pension funds and government entities/agencies), and services offered to other
banks or other financial institutions.

Project finance is the medium- to long-term financing of infrastructure and

industrial projects based upon the projected cash flows of the project rather than
the balance sheets of the project sponsors.

Special assets management

1. The management of a client's investments by a financial services company,

usually an investment bank. The company will invest on behalf of its clients
 and give them access to a wide range of traditional and alternative product
offerings that would not be to the average investors.
2. An account at a financial institution that includes checking services, credit
cards, debit cards, margin loans, the automatic sweep of cash balances into a
money market fund, as well as brokerage services.

An International Banking Facility (IBF) is a separate account established by a

U.S. bank, or a US branch/subsidiary of a foreign bank, or an Edge Act
Corporation in the United States to offer services to only non-US residents and
institutions. The services offered include deposit and loan services. (Note, an IBF
is not necessarily a separate legal entity.)

One Corporate Centre is an office skyscraper in Pasig City, Metro Manila,

Philippines. It is the 13th-tallest building in the country and Metro Manila as well
with a height of 202 meters (662.73 feet) [3] from ground to tip of architectural
antenna. The building has 45 floors above ground including 7 floors for
commercial purposes, and 9 basement levels for parking

1.10 VISION AND MISSION OF ICICI BANK

VISION

 To ensure most cost effective power for sustained growth of India.

 To provide clean and green power for secured future of countrymen
 Constituent associates & stakeholders.
 To continuously upgrade & update knowledge & skill set of its human
resources.
 To achieve excellence in every activity we undertake

MISSION

We will leverage our people, technology, speed and financial capital to:
 Expand the frontiers of our business globally.
 Play a proactive role in the full realization of India’s potential.
  Maintain high standards of governance and ethics.
 Create value for our stakeholders.
 To ensure most cost effective power for sustained growth of India.
 To provide clean and green power for secured future of countrymen.
 To achieve excellence in every activity we undertake

CHEPTER – 2
PURPOSE OF THE STUDY

2.1 OBJACTIVE OF STUDY

The overall objective of the study was to examine challenges facing mobile banking servicesin
reaching customers in INDIA.

 The main objectives of this project are the following: To examine, if banks
customers are aware of the services offered by banks onmobile banking.

 To find-out whether the security & privacy issues of mobile banking is becoming a
barrier in extending their services to many customers.

 To determine whether the customers are using mobile banking services in their day-to-
day chores

 To analyze the future prospects of the m-banking services of the Indian BankingIndustry.

 To study the challenges faced by Indian banks in adoption of technology and

makerecommendations to tackle these challenges

 To propose suggestion to improve the Mobile Banking Services based on findings.

 To study the concept of recruitment and selection.

 To study the recruitment and selection procedure in ICICI BANK.

 To study SWOT analysis of ICICI BANK.

  To study about ICICI BANK and its related aspects like its products &
services, history, organizational structure, subsidiary companies etc.
 To identify the probable area of improvement to make recruitment and
selection procedure more effective.

2.2 SCOPE OF STUDY

1. To structure the Recruitment policy of company for different categories of

employees.
2. To analyze the recruitment policy of the organization.
3. To compare the Recruitment policy with general policy.
4. To provide a systematic recruitment process.
5. It extends to the whole Organization. It covers corporate office, sites and works
appointments all over India.
6. It covers workers, Clerical Staff, Officers, Jr. Management, Middle Management
and Senior Management cadres
2.3 HYPOTHESIS
With an objective to know about the prospect and issues of mobile banking in india , reviews of
literature have been done .
However , the related published literature on the area of study is quite meagre.
Hence , the following hypothesis are framed :

HYPOTHESIS 1 :
NULL HYPOTHESIS (H0): Customer awareness and illiteracy is not a significant issue in
mobile banking .

ALTERNATIVE HYPOTHESIS (H1): Sustomer awareness and illiteracy is a

significant issue in mobile banking .

HYPOTHESIS 2 :
NULL HYPOTHESIS (0): Security and privacy is not asignificant issue in extending
mobile banking services .

ALTERNATIVE HYPOTHESIS (H1): Security and privacy is asignificant issue in

extending mobile banking services .

HYPOTHESIS 3 :
NULL HYPOTHESIS (H0) : Banking customers are not using mobile banking in their
routine life .

ALTERNATIVE HYPOTHESIS (H1) : Banking customers are using mobile banking

in their routine life .
HYPOTHESIS 4 :
NULL HYPOTHESIS (H0) : There is negative prospect for mobile banking in india.

ALTERNATIVE HYPOTESIS (H1) : There is positive prospect for mobile banking in

india .

2.4 RESEARCH METHODOLOGY

METHODOLOGY :
Methodology is system of broad principle or rule from which specific methods or
proceduresmaybe derived to interpret or solve different problems within the scope of particular
discipline. Methodology is not a formula but a set of practices.
The study was conducted to identify the issues and prospects of mobile banking in India.
Necessary data was collected from different ages of people and analyzed in terms of
theobjectives of the study.
There are several ways to collect this basic information. The data for this study was collected by
the survey method. Survey is a research technique in which information is gathered from
asample of people by use of a questionnaire or interview. It is a method of data collection based
on communication with a representative sample of individuals. The researcher developed a
questionnaire and circulated into among her friends & family to provide detailsabout their
mobile banking services usage, knowledge & issues faced. The survey wasdesigned in a manner
to gain a better understanding of the perspective of customers at bothfinancial and personal level.
This research is based on present study and the findings aresupported by the responses and
insights from the sample surveyed.

TYPES OF RESPONDENTS :
This research includes all types of people mostly selected different age, sex and occupation
people.

RESEARCH DESIGN :
Mobile banking is a new technology for people in India. Bank customers normally usetraditional
banking system as they trust this system and they are used to it. People are afraidof using mobile
banking because they cannot feel it trust worthy.
In our country, most of the customers are influenced through advertisements. In recent
times,customers have become more conscious about their savings. Different banks advertise
aboutmobile banking services to give information about it to all people in the country.
Thisresearch study has researched the customer perception on mobile banking based on the
abovedimensions. The respondents were approached through questionnaire that was sent to
themon their social media handles. It was felt that the survey will give the correct result.
Theresearch is descriptive in nature, using primary data.

SAMPLE SIZE
Sample is defined as a subset of the universal population. Sample is small group of respondents
drawn from a population in which the researcher is interested in gaininginformation and drawing
conclusions. A sample of 80 respondents was selected for study.

SOURCES OF DATA :
During data collection, both primary and secondary data were used for its validity andreliability
as attached in annexures.

PRIMARY DATA :
This study used primary data that was obtained directly from the field. Data was collected
fromthe sample population through questionnaire as attached in annexure.
The open and close-ended questions were used in questionnaire for bank customers.

SECONDARY DATA :
Secondary data were used for providing the theoretical background to the research problem.The
secondary data sources were-journal, books, internet etc.

2.5 LIMITATIONS OF THE STUDY

The researcher had to face the following problems in collecting data from the respondents.
Usually, most of the respondents have not enough idea about mobile banking. Therefore, itwas
very difficult to collect actual data. Because the information of the respondents wassupplied from
their idea.
Most of the respondents do not fully use mobile banking which caused another problem todata
collection to the researcher.
Sometimes respondent could not answer to questions accurately and to the point.
In addition, it was difficult to get required information. Some respondents treated their
information as confidential and therefore, it was difficult to have access to them. However,the
respondents were assured that the required data were just merely for the academicresearch work
and not otherwise.
Some respondents choose to provide wrong information during the primary data collection.They
took this questionnaire just for fun. However, to solve this problem, respondents wereinformed
about the objectives of the study and that motivated them to provide requiredinformation, which
convinced them to provide valid information.
The respondents were usually busy with their work. Therefore, the researcher had to waitlonger
than usual to get the data.
Despite of all the challenges, the quality of the data is not compromised and it is noted thatthe
mobile banking has a bright future.
There is a wider scope for the researchers to analyse other digitalized services also like plastic
money, online transactions and mobile commerce facility provided by the banks.