A REPORT ON

NEW BRANCH BUSINESS ACTIVATION
(BY: DIVYA CHOUDHARY)

A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF MBA PROGRAM

NEW BRANCH BUSINESS ACTIVATION

SUBMITTED TO: MS. PRIYANKA DALMIA SUBMITTED BY: DIVYA CHOUDHARY DATED:

TABLE OF CONTENTS
ACKNOWLEDGEMENT.........................................................................................................................................................................6 LIST OF CHARTS.....................................................................................................................................................................................7 ABSTARCT.................................................................................................................................................................................................8 INTRODUCTION......................................................................................................................................................................................9 ABOUT ICICI................................................................................................................................................................................10 MISSION:.................................................................................................................................................................................14 VISION:....................................................................................................................................................................................15 HISTORY:................................................................................................................................................................................15 ICICI TODAY:.........................................................................................................................................................................24 PURPOSE OF STUDY...................................................................................................................................................................28 SCOPE OF STUDY........................................................................................................................................................................30 METHODOLOGY..........................................................................................................................................................................38 THE URGE FOR NEW BRANCH OPENING....................................................................................................................................40 WHY NEW BRANCHES??.............................................................................................................................................................40 NEW BRANCH BUSINESS ACTIVATION........................................................................................................................................42 ACTIVATION OF BUSINESS AT NEW BRANCH.........................................................................................................................43 PROFILING OF DEMOGRAPHY AND GEOGRAPHY.................................................................................................................44 GEOGRAPHY:.........................................................................................................................................................................44 DEMOGRAPHY:.....................................................................................................................................................................45 BRANCH STAFF.................................................................................................................................46 STAFF SELECTION AND TRAINING:.................................................................................................................................46 EMPLOYEE GROOMING: .....................................................................................................................................................50 CUSTOMER SERVICES................................................................................................................................................................52 THIRTY BY THIRTY: .............................................................................................................................................................52 DYNAMIC QUEUE MANAGEMENT SYSTEM (DQM):....................................................................................................53 SERVICES FOR PHYSICALLY CHALLENGED: ................................................................................................................56 SERVICES FOR SENIOR CITIZENS:....................................................................................................................................57 SUGGESTIONS AND COMPLAINTS BOX:.........................................................................................................................59 INCREASING FOOTFALL AT NEW BRANCH.............................................................................................................................60 BUILDING BRAND IMAGE..........................................................................................................................................................61 TARGET MOBILISATION.............................................................................................................................................................62 FORMS OF TARGETS: ...........................................................................................................................................................62 IMPLEMENTING FIVE S FOR CONTINUOUS IMPROVEMENT...............................................................................................63 WHAT IS FIVE S??.................................................................................................................................................................64 RULES FOR IMPLEMENTING FIVE S:................................................................................................................................65 BENEFITS OF FIVE S:............................................................................................................................................................70

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POTENTIAL BENEFITS OF FIVE S:.....................................................................................................................................70 LIMITATIONS OF STUDY.............................................................................................................................................................78 CONCLUSION AND ..............................................................................................................................................................................85 RECOMMENDATIONS.........................................................................................................................................................................85 CONCLUSION......................................................................................................................................................86 RECOMMENDATIONS.................................................................................................................................................................87 ...................................................................................................................................................................89 ......................................................................................................................................................................................................89 WEBSITES...................................................................................................................................................................................89 OTHER REFERENCES..................................................................................................................................................................91 .........................................................................................................................................................................................................92

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ACKNOWLEDGEMENT
A project starts with an objective but it is accomplished only with enormous efforts and tremendous support and guidance. It has been an utmost pleasure for me to work with ICICI. The cordial environment here has always made me feel to be a part of the organization. The process of completion of project report involves creation of debt towards innumerable persons. I am grateful to Mr. ARPAN SANYAL (Branch Manager) and MS,NEHA MITTAL (GUIDE), who gave me time from their busy schedule & under whose guidance this project has been successfully completed. I also express my appreciation and thanks to all employees of ICICI, Delhi road Branch meerut for their patience, helpful nature and who have contributed to my learning which I will cherish forever. I express my profound gratitude to my faculty guide Ms priyanka dalmia., who helped me with her guidance during the project. My deepest regards to my parents, for their encouragement that became my strength which lead me to the path of knowledge.

(Divya choudhary)

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LIST OF CHARTS
S. No.
1 2 3 4 5 6 7
Subsidiaries of ICICI Comparison of ICICI, HDFC+ Centurion bank and SBI Categorization of Branches and Number of Greens Customer Flow In A Branch Using DQM In 30 by 30 Scenario Customer Flow For Cash Transaction in 30 by 30 Five S Five S Description

Title

Page No.
10 19 25 29 30 37 38

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ABSTARCT
From providing financial services to farmers and artisans in villages, to establishing footprints across the world, the ICICI Group has spread both its presence and its range of products and services to meet the demand for financial services from Indian corporates and individuals. As India transforms into one of the key economic players of the future, the ICICI Group seeks to partner the country’s growth by delivery of worldclass financial services. And for this, the country’s biggest private lender itself does not see any merit in acquiring a foreign bank at the moment and prefers to grow through the organic route in the domestic market. ICICI Bank Managing Director and CEO K.V. Kamath quotes “Organic growth is the better way for us to grow further, we are an Indian bank and for boosting domestic operations we do not need to tie-up with foreign banks.” If anything is needed for boosting the bank’s growth trajectory, it is more branches to service customers. ICICI has just about 1,000 branches, as compared to more than 10,000 branches of the country’s largest bank SBI. In such a scenario the project aims at contributing towards activation of business at the new branches that are the focus of bank for growth. When a new branch comes into operation then it has to adhere to various legal, social and political requirements. It has to maintain ICICI’s brand image by providing the best of services for which ICICI is well known. The project covers various things like choice of geography of a new branch, requirement of staff, new branch targets, customer services, sales promotion etc.

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INTRODUCTION

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ABOUT ICICI
ICICI Bank is India's second-largest bank with total assets of Rs. 3,997.95 billion (US$ 100 billion) at March 31, 2008 and profit after tax of Rs. 41.58 billion for the year ended March 31, 2008. ICICI Bank is second amongst all the companies listed on the Indian stock exchanges in terms of free float market capitalisation. The Bank has a network of about 1,356 branches and 3,950 ATMs in India and presence in 18 countries. ICICI Bank offers a wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels and through its specialised subsidiaries and affiliates in the areas of investment banking, life and non-life insurance, venture capital and asset management. The Bank currently has subsidiaries in the United Kingdom, Russia and Canada, branches in Unites 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. Its UK subsidiary has established branches in Belgium and Germany. ICICI Bank's equity shares are listed in India on Bombay Stock Exchange and the National Stock Exchange of India Limited and its American Depositary Receipts (ADRs) are listed on the New York Stock Exchange (NYSE).

OVERVIEW
ICICI Bank (formerly Industrial Credit and Investment Corporation of India). ICICI Limited was established in 1955 by the World Bank, the Government of India and the Indian Industry, for the promotion of industrial development in India by giving project and corporate finance to the industries in India. ICICI Bank has grown from a development bank to a financial conglomerate and has become one of the largest public financial institutions in India. ICICI Bank has financed all the major sectors of the economy, covering 6,848 companies and 16,851 projects. As of March 31, 2000, ICICI had disbursed a total of Rs.1,13,070 crores, since inception. Page 10 of 93

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ICICI Bank Fact Files: Total assets: Rs.146,214 crore (December 31, 2004) Network: 530 branches ATMs: Over 1,880 Abroad Subsidiaries: United Kingdom and Canada Abroad branches: Singapore and Bahrain Arab Emirates, and Bangladesh and South Africa. ICICI Bank is India's second-largest bank with total assets of about Rs. 2,513.89 bn (US$ 56.3 bn) at March 31, 2006 and profit after tax of Rs. 25.40 bn (US$ 569 mn) for the Representative offices: United States, China, United Arab Emirates, and Bangladesh and South Africa. ICICI Bank is India's second-largest bank with total assets of about Rs. 2,513.89 bn (US$ 56.3 bn) at March 31, 2006 and profit after tax of Rs. 25.40 bn (US$ 569 mn) for the year ended March 31, 2006 (Rs. 20.05 bn (US$ 449 mn) for the year ended March 31, 2005). ICICI Bank has a network of about 614 branches and extension counters and over 2,200 ATMs. ICICI Bank 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 and affiliates in the areas of investment banking, life and nonlife insurance, venture capital and asset management. ICICI Bank set up its international banking group in fiscal 2002 to cater to the cross border needs of clients and leverage on its domestic banking strengths to offer products internationally. ICICI Bank (BSE: ICICI) ( Industrial Credit and Investment Corporation of India) is India's largest private sector bank in market capitalization and second largest overall in terms of assets. Bank has total assets of about USD 100 billion (at the end of March 2008), a

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network of over 1,491 branches, 22 regional offices and 49 regional processing centers, about 4,485 ATMs (at the end of September 2008), and 24 million customers (at the end of July 2007). ICICI Bank offers a wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels and specialized subsidiaries and affiliates in the areas of investment banking, life and non-life insurance, venture capital and asset management. (These data are dynamic.) ICICI Bank is also the largest issuer of credit cards in India. ICICI Bank has got its equity shares listed on the stock exchanges at Kolkata and Vadodara, Mumbai and the National Stock Exchange of India Limited, and its ADRs on the New York Stock Exchange (NYSE). The Bank is expanding in overseas markets and has the largest international balance sheet among Indian banks. ICICI Bank now has wholly-owned subsidiaries, branches and representatives offices in 18 countries, including an offshore unit in Mumbai. This includes wholly owned subsidiaries in Canada, Russia and the UK (the subsidiary through which the hisave savings brand is operated), offshore banking units in Bahrain and Singapore, an advisory branch in Dubai, branches in Belgium, Hong Kong and Sri Lanka, and representative offices in Bangladesh, China, Malaysia, Indonesia, South Africa, Thailand, the United Arab Emirates and USA. Overseas, the Bank is targeting the NRI (Non-Resident Indian) population Page 12 of 93

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in particular. ICICI reported a 1.15% rise in net profit to Rs. 1,014.21 crore on a 1.29% increase in total income to Rs. 9,712.31 crore in Q2 September 2008 over Q2 September 2007. The bank's current and savings account (CASA) ratio increased to 30% in 2008 from 25% in 2007. ICICI Bank currently has subsidiaries in the United Kingdom, Russia and Canada, branches in Singapore, Bahrain, Hong Kong, Sri Lanka and Dubai International Finance Center and representative offices in the United States, United Arab Emirates, China, South Africa and Bangladesh. Our UK subsidiary has established a branch in Belgium. ICICI Bank is the most valuable bank in India in terms of market capitalization. ICICI Bank's equity shares are listed in India on the Bombay Stock Exchange and the National Stock Exchange of India Limited and its American Depositary Receipts (ADRs) are listed on the New York Stock Exchange (NYSE). ICICI Bank has formulated a Code of Business Conduct and Ethics for its Directors and employees. At June 5, 2006, ICICI Bank, with free float market capitalization of about Rs. 480.00 billion (US$ 10.8 billion) ranked third amongst all the companies listed on the Indian stock exchanges. ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial Institution, 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, an equity offering in the form of ADRs listed on the NYSE in fiscal 2000, ICICI Bank's acquisition 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 fiscal 2002. ICICI was formed in 1955 at Page 13 of 93

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the initiative of The World Bank, the Government of India and representatives of Indian industry. The principal objective was to create a development financial institution for Providing medium-term and long-term project financing to Indian businesses. In the 1990s, ICICI transformed its business from a development financial institution offering only project finance to a diversified financial service 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 nonJapan Asia to be listed on the NYSE. 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. Consequent to the merger, the ICICI group's financing and banking Operations, both wholesale and retail, have been integrated in a single entity. Free float holding excludes all promoter holdings, strategic investments and Cross holdings among public sector entities.

MISSION:
• We will leverage our people, technology, speed and financial capital to:

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• • • • • • •

Be the banker of first choice for our customers by delivering high quality, world-class products and services. Expand the frontiers of our business globally. Play a proactive role in the full realisation of India’s potential. Maintain a healthy financial profile and diversify our earnings across businesses and geographies. Maintain high standards of governance and ethics. Contribute positively to the various countries and markets in which we operate. Create value for our stakeholders.

VISION:
To be the leading provider of financial services in India and a major global bank.

HISTORY:
ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial institution, 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, an equity offering in the form of ADRs listed on the NYSE in fiscal 2000, ICICI Bank's acquisition 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 fiscal 2002. ICICI was formed in 1955 at the initiative of the World Bank, the Government of India and representatives of Indian industry. The principal objective was to create a development financial institution for providing medium-term and long-term project financing to Indian businesses. 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 nonJapan Asia to be listed on the NYSE. After consideration of various corporate structuring alternatives in the context of the emerging competitive scenario in the Indian banking industry, and the move towards universal banking, the managements of ICICI and ICICI Bank formed the view that the 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's universal banking strategy. The merger would enhance value for ICICI shareholders through 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 Bank shareholders through a large capital base and scale of operations, seamless access to ICICI's strong corporate

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relationships built up over five decades, entry into new business segments, higher market share in various business segments, particularly fee-based services, and access to the vast talent pool of ICICI and its subsidiaries. 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 Ahmedabad in March 2002, and by the High Court 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, both wholesale and retail, have been integrated in a single entity. Phase I The General Bank of India was set up in the year 1786. Next came Bank of Hindustan and Bengal Bank. The East India Company established Bank of Bengal (1809), Bank of Bombay (1840) and Bank of Madras (1843) as independent units and called it Presidency Banks. These three banks were amalgamated in 1920 and Imperial Bank of India was established which started as private shareholders banks, mostly Europeans shareholders. In 1865 Allahabad Bank was established and first time exclusively by Indians, Punjab National Bank Ltd. was set up in 1894 with headquarters at Lahore. Between 1906 and 1913, Bank of India, Central Bank of India, Bank of Baroda, Canara Bank, Indian Bank, and Bank of Mysore were set up. Reserve Bank of India came in 1935. During the first phase the growth was very slow and banks also experienced periodic failures between 1913 and 1948. There were approximately 1100 banks, mostly small. To streamline the functioning and activities of commercial banks, the Government of India came up with The Banking Companies Act, 1949 which was later changed to Banking Regulation Act 1949 as per amending Act of 1965 (Act No. 23 of 1965). Reserve Bank of India was vested with extensive powers for the supervision of banking in India as the Central Banking Authority. During those day’s public has lesser confidence in the banks. As an aftermath deposit mobilization was slow. Abreast of it the savings bank facility provided by the Postal department was comparatively safer. Moreover, funds were largely given to traders. Phase II

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Government took major steps in this Indian Banking Sector Reform after independence. In 1955, it nationalized Imperial Bank of India with extensive banking facilities on a large scale especially in rural and semi-urban areas. It formed State Bank of India to act as the principal agent of RBI and to handle banking transactions of the Union and State Governments all over the country. Seven banks forming subsidiary of State Bank of India was nationalized in 1960 on 19th July, 1969, major process of nationalization was carried out. It was the effort of the then Prime Minister of India, Mrs. Indira Gandhi. 14 major commercial banks in the country was nationalized. Second phase of nationalization Indian Banking Sector Reform was carried out in 1980 with seven more banks. This step brought 80% of the banking segment in India under Government ownership . The following are the steps taken by the Government of India to Regulate Banking Institutions in the Country: 1949: Enactment of Banking Regulation Act. 1955: Nationalization of State Bank of India. 1959: Nationalization of SBI subsidiaries. 1961: Insurance cover extended to deposits. 1969: Nationalization of 14 major banks. 1971: Creation of credit guarantee corporation. 1975: Creation of regional rural banks. 1980: Nationalization of seven banks with deposits over 200 crore. After the nationalization of banks, the branches of the public sector bank India rose to approximately 800% in deposits and advances took a huge jump by 11,000%. Banking in the sunshine of Government ownership gave the public implicit faith and immense confidence about the sustainability of these institutions. Phase III This phase has introduced many more products and facilities in the banking sector in its reforms measure. In 1991, under the chairmanship of M Narasimham, a committee was set up by his name which worked for the liberalization of banking practices.

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The country is flooded with foreign banks and their ATM stations. Efforts are being put to give a satisfactory service to customers. Phone banking and net banking is introduced. The entire system became more convenient and swift. Time is given more importance than money. The financial system of India has shown a great deal of resilience. It is sheltered from any crisis triggered by any external macroeconomics shock as other East Asian Countries suffered. This is all due to a flexible exchange rate regime, the foreign reserves are high, the capital account is not yet fully convertible, and banks and their customers have limited foreign exchange exposure

Competitors
The main competitor of is ICICI bank is SBI because this bank is totally taken by government after this bank HDFC bank is the main competitor of ICICI bank .There are different types of segment operation semment, investment and services, demat and NRI services.The competitor from the operation segment are State Bank of India(SBI), Axis, Housing Development and Financial corporation(HDFC) etc.From the investment And service sector HDFC standard life insurance corporation, Bharati Axa life insurance ,Reliance Life Insurance Corporation, Max new work life insurance SBI Life insurance,Life Insurance Corporation of India.In demat section India bull,Anangram,SBI,HDFC,India Infoline are the main competitor of ICICI bank.In the NRI service section the Western Union bank is the main competitor of ICICI bank.There are some other company who also compete with the ICICI bank After the SBI the Page 18 of 93

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HDFC bank is the main competitor of ICICI bank. the Housing Development Finance Corporation, a premier housing finance company (set up in 1977) of India. HDFC Bank has 1,500 branches and over 2,890 ATMs, in 530 cities in India, and all branches of the bank are linked on an online real-time basis. As of September 30, 2008 the bank had total assets of INR 1006.82 billion. State Bank of India is the largest bank in India. It is also, measured by the number of branch offices and employees, the second largest bank in the world.[citation needed] The bank traces its ancestry back through the Imperial Bank of India to the founding in 1806 of the Bank of Calcutta, making it the oldest commercial bank in the Indian Subcontinent. The Government of India nationalised the Imperial Bank of India in 1955, with the Reserve Bank of India taking a 60% stake, and renamed it the State Bank of India. In 2008, the Government took over the stake held by the Reserve Bank of India.SBI provides a range of banking products through its vast network in India and overseas, including products aimed at NRIs. With an asset base of $126 billion and its reach, it is a regional banking behemoth. SBI has laid emphasis on reducing the huge manpower through Golden handshake schemes and computerizing its operations.The State Bank Group, with over 16000 branches , has the largest branch network in India. It has a market share among Indian commercial banks of about 20% in deposits and advances, and SBI accounts for almost one-fifth of the nation’s loans.There are some other banks which gives challenging some how in the banking and service sectorthey are: ➢ Allahabad Bank ➢ Andhra Bank Page 19 of 93

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➢ Bank of Baroda ➢ Bank of India ➢ Bank of Maharashtra ➢ Canara Bank ➢ Central Bank of India ➢ Corporation Bank ➢ Dena Bank ➢ IDBI Bank ➢ Indian Bank ➢ Indian Overseas Bank ➢ Oriental Bank of Commerce ➢ Punjab & Sind Bank ➢ Punjab National Bank ➢ Syndicate Bank ➢ UCO Bank ➢ Union Bank of India ➢ United Bank of India ➢ Vijaya Bank Product and Services Service and banking of ICICI bank categorized in to personal banking, business banking and NRI banking services. Personal banking- Deposit in form of saving, recurring, term deposit, senior citizen deposit and children depository account are there for individual customer can also avail of their housing, automobile, farm equipment, business or personal loan scheme. Personal client can also invest in mutual funds and participate in stock trading through ICICI bank.

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Business banking – Business banking services of ICICI Bank are exhaustive. Project financing, deal assessment, and land evaluation are investment banking services offered to corporate clients. Global trade and cash management transaction services facilitate remittances and receipts across important cities. Capital market and custodial services enable business houses to participate in equity trading and transfer across major stock markets of world.

CUSTOMERS
ICICI bank targets all segment of customer with various types of products and services. I interacted with a a lot of customers and collect their feedback on the given services of company, and feedback are positive response from all point of view. Customers are beneficiary from both sides monetary as well as non monetary. The bank targets to add nearly 500,000 customers under the new scheme in the next one year and plans to offer auto loans through the new online channel in the future, ICICI Bank's Executive Director, V Vaidyanathan, said here. "As of now, nearly 24 per cent of our customer transactions are happening through internet. We are primarily targeting our urban customers, who constitute nearly 70 per cent of our total customer-base," Vaidyanathan said. Customers, opting for the service can also benefit from the quantum optima facility, wherein

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if the balance exceeds Rs 5,000, the money will automatically be transferred to a fixed deposit scheme, he said. The facility, which also enable customers to transact between an ICICI Bank account and accounts in other banks, is being offered free of cost, he said ICICI bank, presently, has above 2 crore customers. The lender opened nearly 470 branches in the last fiscal. The lender has also plans to launch 'SMS n Cash' scheme later this week under which ICICI account holders can transfer funds to those who do not have a bank account. ICICI bank is strongly committed to protecting the privacy of its customers and has taken all necessary and reasonable measures to protect the confidentiality of the customer information and its transmission through the world wide web and it shall not be held liable for disclosure of the confidential information when in accordance with this privacy commitment or in terms of the agreements, if any, with the customers. ICICI bank Endeavour’s to safeguard and ensure the security of the information provided by the customer. ICICI bank uses 128-bit encryption, for the transmission of the information, which is currently the permitted level of encryption in India. When the information provided by the customers is not transmitted through this encryption, the customer's system (if configured accordingly) will display an appropriate message ensuring the best level of secrecy for the customer's information. The customer would be required to cooperate with ICICI bank in order to ensure the security

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of the information, and it is recommended that the customers necessarily choose their passwords carefully such that no unauthorized access is made by a third party. To make the password complex and difficult for others to guess, the customers should use combination of alphabets, numbers and special characters (like! @, #, $ etc.). The customers should undertake not to disclose their password to anyone or keep any written or other record of the password such that a third party could access it. ➢ ICICI bank undertakes not to disclose the information provided by the customers to any person, unless such action is necessary to: ➢ Conform to legal requirements or comply with legal process; ➢ Protect and defend ICICI bank's or its affiliates rights, interests or property; ➢ Enforce the terms and conditions of the products or services; ➢ Act to protect the interests of ICICI bank, its affiliates, or its members, constituents or of other persons.

Environment
An employer the bank extends a lot of authority along with justified accountability to you. The working culture is very collaborative in nature. It can be owed to the fact that the bank is highly segmented with a lot of overlapping and mostly distinct roles and responsibility.ICICI Bank has established itself as a one stop solution (Universal Bank) for all financial need of individuals and institutions alike. The credit for the same can be attributed to its vast network,

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probably the largest among private sector banks.This makes the life of an employee a lot easier, especially for those who face the external customers. You do not have to justify your organization, it is only the product that has to be pitched. As far as employee benefits are concerned, ICICI Bank offers a lot of financial benefits ranging from your family health insurance to your kids school donations. The organization is sensitive to the needs of its employees as this quality is one of the building blocks (DNA) of the organizational culture. The organization will be giving you enough flexibility to innovate and come-up with new ideas. It will also exhibit its in terms of well laid systems, processes and infrastructure. It will extend a fast track growth for those with extraordinary talent at the same time offer stability to those who are able to deliver satisfactorily.Overall, I would say it’s a lifetime experience to work with such a behemoth organization. It might not be the best paymaster but it definitely will impress you with its capability as the head master (Principal) of banking industry.there are huge competition between the eployee to achieve theo goal.

ICICI TODAY:

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CHART 1.1 SUBSIDIARIES OF ICICI BANK LIMITED

 ICICI VENTURE:
ICICI Venture is one of the largest and most successful private equity firms in India with funds under management in excess of USD 2 billion.ICICI Venture, over the years has built an enviable portfolio of companies across sectors including pharmaceuticals, Information Technology, media, manufacturing, logistics, textiles, real estate etc thereby building sustainable value. It has several “firsts” to its credit in the Indian Private Equity industry. Amongst them are India’s first leveraged buyout (Infomedia), the first real estate investment (Cyber Gateway), the first mezzanine financing for a acquisition (Arch Pharmalabs) and the first ‘royalty-based’ structured deal in Pharma Research & Development (Dr Reddy’s).

 ICICI Lombard General Insurance Company:
ICICI Lombard General Insurance Company Limited is a 74:26 joint venture between ICICI Bank Limited and the Canada based $ 26 billion Fairfax Financial Holdings Limited. ICICI Bank is India's second largest bank; while Fairfax Financial Holdings is a diversified financial corporate engaged in general insurance, reinsurance, insurance claims management and investment management. It is India’s No. 1 private general insurance company. There are many reasons for it being the No.1; they may be listed as follows:

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• • • • • • • • • • • • • • • •

First general insurance company in India to be ISO 9001:2000 certified Assigned the AAA rating by ICRA indicating highest claims paying ability Simple and fast documentation Lightning fast claims settlement Instant online policy issuance Comprehensive product line Highest security level offered through 128-bit encryption in case of online data exchange First company to provide digitally signed documents through an online interface Achieved financial breakeven in first full year of operations Achieved underwriting breakeven in second year of operations Adjudged as the 'General Insurance Company of the Year' at the 11th Asia Insurance Industry Awards 2007 Awarded the NDTV Profit Business Leadership Awards 2007 in the General Insurance category on July 27, 2007 Adjudged as the most Customer Responsive Company in the Insurance category at the Economic Times Avaya Global Connect Customer Responsiveness Award 2006 Awarded the Best Housing Insurance in the Smart Living Awards by 360 degrees, a Times of India Group subsidiary, in Nov 2006 Awarded the Gold Shield for "Excellence in Financial Reporting" by the ICAI (Institute of Chartered Accountants of India) for the year ended March 31, 2006 Adjudged amongst the top three in the Insurance Website of the Year category at the 9th Asia Insurance Industry Awards function held in Singapore during September, 2005.

 ICICI Prudential Life Insurance Company:

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ICICI Prudential Life Insurance Company is a joint venture between ICICI Bank and Prudential plc - a leading international financial services group headquartered in the United Kingdom. Total capital infusion stands at Rs. 37.72 billion, with ICICI Bank holding a stake of 74% and Prudential plc holding 26%. It began its operations in December 2000 after receiving approval from Insurance Regulatory Development Authority (IRDA). Today, its nation-wide team comprises of over 954 branches in addition to 1,015 microoffices, over 296,000 advisors; and 21 bancassurance partners. ICICI Prudential was the first life insurer in India to receive a National Insurer Financial Strength rating of AAA (Ind) from Fitch ratings. For three years in a row, ICICI Prudential has been voted as India's Most Trusted Private Life Insurer, by The Economic Times - AC Nielsen ORG Marg survey of 'Most Trusted Brands'. As it grows its distribution, product range and customer base, it continues to tirelessly uphold its commitment to deliver world-class financial solutions to customers all over India.

 ICICI Prudential Asset Management Company:
ICICI Prudential Asset Management Company enjoys the strong parentage of Prudential plc and ICICI Bank. ICICI Prudential Asset Management Company, in a span of just over eight years, has forged a position of preeminence in the Indian Mutual Fund industry as one of the largest asset management companies in the country with assets under management of Rs. 59,573.08 (as of May 31, 2008). The Company manages a comprehensive range of schemes to meet the varying investment needs of its investors spread across 68 cities in the country.

 ICICI Securities:
A subsidiary of ICICI Bank - the largest and most recognized private bank in India – ICICI Securities Ltd is premier Indian Investment Bank, with a dominant position in its core segments of its operations - Corporate Finance including Equity Capital Markets Advisory Services, Institutional Equities, Retail and Financial Product Distribution. With a full-service portfolio, a roster of blue-chip clients and performance second to

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none, it has a formidable reputation within the industry. Today ICICI Securities is among the leading Financial Institutions both on the institutional as well as retail side.

PURPOSE OF STUDY
The report is aimed at serving the following purposes: Page 28 of 93

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• • • • •

To understand the core of operations done at an ICICI bank branch. To ascertain the various needs of a new branch. To get acquainted with the business of bank branches. To understand the gist of customer service. To know about Five S implementation benefits.

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SCOPE OF STUDY
The study has been conducted at ICICI Delhie Road Branch, Meerut. Then it is generalized for all the new branches that come into operation. Lawrence Road branch is a new branch which came into operation from March 1, 2008. So it was easy to understand the formalities here, since it is on its inception stage now. Lawrence road is a good area from banking perspective; it shows developing aspects that are good signs of success for a new bank branch. The study has been done for the requirement of partial fulfillment of MBA program of Banasthali University. It provides basic idea about the formalities and practicalities that are to be carried out when a new branch comes into operation.

ERP Systems Integration
Pinnacle Software Solutions has the expertise and experience to assist you with your enterprise systems integration. From developing your strategy, through implementation and support, we bring the right combination of resources, management skillsets, and technical know-how. We will help you successfully integrate your Enterprise Resource Planning (ERP) systems into your overall business and technology infrastructure. Whether you are planning an upgrade of an existing ERP system, or a complete replacement of a legacy application and platform, we can help you improve your financial, human resources, electronic mail, and other business systems. We work with the leading ERP systems, including the latest versions of the Oracle and PeopleSoft applications: General Ledger  Project Costing Page 30 of 93

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 Accounts Payable  Human Resources  Accounts Receivable  Payroll  Purchasing  Benefits  Asset Management  Compensation Our technology management solutions will help you migrate hardware platforms, improve network and database performance, develop or refresh policies and procedures, and develop sound disaster recovery and backup solutions. Please contact us to learn how Pinnacle Software Solutions can help you develop “solutions that fit” your enterprise

Technology Used in ICICI Bank
In the era of globalization each and every sector faced the stiff competition from their rivals. And world also converted into the flat from the globe. After the policy of liberalization and RBI initiatives to take the step for the private sector banks, more and more changes are taking the part into it. And there are create competition between the private sector banks and public sector bank. Private sector banks are today used the latest technology for the different transaction of day to day banking life. As we know that Information Technology plays the vital role in the each and every industries and gives the optimum return from the limited resources. Banks are service industries and today IT gives the innovative Technology application to Banking industries. ICICI BANK is the leader in the industries and today IT and ICICI BANK together combined they reached the sky. New technology changed the mind of the

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customers and changed the queue concept from the history banking transaction. Today there are different channels are available for the banking transactions. We can see that the how technology gives the best results in the below diagram. There are drastically changes seen in the use of Internet banking, in a year 2001 (2%) and in the year 2008 (25%). These type of technology gives the freedom to retail customers. Centralized Processing Units Electronic Straight Through Processing Data Warehousing , CRM Innovative Technology Derived Economies of Scale Reduced Transaction Cost Improve cost efficiency, Cross sell Provide new or superior

Application products The country’s middle class accounts for over 320 million people. In correlation with the growth of the economy, rising income levels, increased standard of living, and affordability of banking products are promising factors for continued expansion.

PRODUCTS
ICICI Bank offers wide variety of Deposit Products to suit your requirements. Coupled with convenience of networked branches/ ATMs and facility of E-channels like Internet and Mobile Banking, ICICI Bank brings banking at your doorstep. Select any of our deposit products and provide your details online and our representative will contact you for Account opening.  SAVING ACCOUNTS

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ICICI Bank offers you a power packed Savings Account with a host of convenient features and banking channels to transact through. So now you can bank at your convenience, without the stress of waiting in queues

 SENIOR CITIZEN SERVICES

We understand that as you reach the age to retire, you do have certain concerns … whether your hard earned money is safe and secure … whether your investments give you the kind of returns that you need. That's why we have an ideal Banking Service for those who are 60 years and above. The Senior Citizen Services from ICICI Bank has several advantages that are tailored to bring more convenience and enjoyment in your life.  YOUNG STARS

It's really important to help children learn the value of finances and money management at an early age. Banking is a serious business, but we make banking a pleasure and at the same time children learn how to manage their personal finances.

 FIXED DEPOSITS Page 33 of 93

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Safety, Flexibility, Liquidity and Returns!!!! A combination of unbeatable features of the Fixed Deposit from ICICI Bank.  RECURRING DEPOSITS

When expenses are high, you may not have adequate funds to make big investments. But simply going ahead without saving for the future is not an option for you. Through ICICI Bank Recurring Deposit you can invest small amounts of money every month that ends up with a large saving on maturity. So you enjoy twin advantages- affordability and higher earnings  HOME LOAN

The No. 1 Home Loans Provider in the country, ICICI Bank Home Loans offers some unbeatable benefits to its customers - Doorstep Service, Simplified Documentation and Guidance throughout the Process. It's really easy!

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 PERSONAL LOANS

If you're looking for a personal loan that's easy to get, your search ends here. ICICI Bank Personal Loans are easy to get and absolutely hassle free. With minimum documentation you can now secure a loan for an amount up to Rs. 15 lakhs

 CAR LOAN

The NO 1 financier for car loans in the country. Network of more than 1500 channel partners in over 780 locations. Tie-ups with all leading automobile manufacturers to ensure the best deals. Flexible schemes & quick processing Hasslefree application process on the click of a mouse.

 COMMERCIAL VEHICLE LOANS

Range of services on existing loans & extended products like funding of

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new vehicles, refinance on used vehicles, balance transfer on high cost loans, top up on existing loans, Extend product, working capital loans & other banking products  TWO WHEELER LOANS

Avail attractive schemes at competitive interest rates from the No 1 Financier for Two Wheeler Loans in the country. Finance facility up to 90% of the On Road Cost of the vehicle, repayable in convenient repayment options and comfortable tenors from 6 months to 36 months. Ride home on your Dream Two Wheeler with our hassle free finance.  FARM EQUIPMENT LOANS

Preferred financier for almost all leading tractor manufacturers in the country. Flexible repayment options in tandem with the farmer's seasonal liquidity. Monthly, Quarterly and Half-yearly repayment patterns to choose from. Comfortable repayment tenures from 1 year to 9 year  CREDIT CARDS

ICICI Bank Credit Cards give you the facility of cash, convenience and a range of benefits, anywhere in the world. These benefits range from life time free cards, Insurance benefits, global emergency assistance service, discounts, utility payments, travel discounts and much more. Page 36 of 93

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 DEBIT CARDS

The ICICI Bank Debit Card is a revolutionary form of cash that allows customers to access their bank account around the clock, around the world. The ICICI Bank Debit Card can be used for shopping at more than 100,000 merchants in India and 13 million merchants worldwide.

 TRAVEL CARD

Presenting ICICI Bank Travel Card. The Hassle Free way to Travel the world. Traveling with US Dollar, Euro, Pound Sterling or Swiss Francs; Looking for security and convenience; take ICICI Bank Travel Card. Issued in duplicate. Offers the Pin based security. Has the convenience of usage of Credit or Debit card.  PRE PAID CARDS

ICICI Bank brings to you a complete bouquet of pre-paid cards providing payment solutions at your fingertips. ICICI Bank pre-paid cards are a safe & convenient way for associate payments, disbursements, gifting & small ticket transactions. Pre-paid cards are available on a VISA platform thus providing

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accessibility to over one lakh merchant establishments & cash withdrawal from all VISA

METHODOLOGY

The study is done by gaining practical experience of 45 days at ICICI Delhi Road Branch, Meerut. Working in any organization is a beautiful experience and that too in a world class organization like ICICI adds to the utility of trainees like me. I have been able to learn many things during this period. I have made use of both primary and secondary data. Primary data has been collected from survey of two more new branches—Kirtinagar, Paschim Vihar both in Delhi. The collection of material for study has also been done through continuous queries from the project guide, faculty guide as well as employees of Branch. The sources of secondary data were Internet, ICICI Universe, E-circulars for ICICI employees and Literature on quality & New Branch Opening available with the branch. After collection the matter has been analyzed and worked upon.

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THE URGE FOR NEW BRANCH OPENING

WHY NEW BRANCHES??
As India keeps on growing on an endless path of growth, there are immense opportunities for ICICI in Indian markets. It has a huge potential. ICICI Bank has a highly efficient team of executives and this is matched with the best of technology in the world and what it lacked was the number of branches. As mentioned before it has about only 1,356 branches as compared to more than 10,000 branches of the country’s largest bank SBI. ICICI Bank has so far acquired just two small-sized banks -Sangli Bank and Bank of Madura -- both in India. While its competitor HDFC has merged with the Centurion bank giving it a large market to work on. This merger made it the third largest bank, the second largest in number of branches. Here is a short comparative analysis of the three banks – SBI, HDFC + Centurion Bank and ICICI with respect to their size:

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Area
Assets (in Rs. Cr.) No. of Branches ATMs No. of Customers (crore) Market Capitalisation (in Rs. Cr.) NOTE:

HDFC + Centurion Bank
149,922 1,148 2,358 1 627878*

ICICI
376,700 1,356 4,119 2.50 123,492

SBI**
566,565 14,500 8,000 10 134,367

* Combined market cap ** SBI figures include associate banks and subsidiaries.

CHART 1.2 COMPARISION OF ICICI, HDFC + CENTURION BANK AND SBI
Thus the table reveals the truth about the banking industry, and ICICI’s share in it. But the thing is India’s top five banks together are currently smaller than the fourth or the fifth largest bank in China. And therefore there is a need to boost up Indian banking through expansion of already existing entities. ICICI is ready to follow the path of organic growth. Kamath says “If we need a global size and scale in next 5-8 years, we need to start working now.... We need to create a framework for growth -- one route is consolidation, another is the organic growth.” His statement depicts the whole picture for the matter of fact. This is the reason why there is a continuous urge for opening more and more new branches.

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ACTIVATION OF BUSINESS AT NEW BRANCH
Activation of business at a newly established branch is a challenging task as it involves various formalities as well as practicalities. There are various things that are to be adhered to. For opening up a new branch the RLG (Regional Liability Group) team along with the RIG (Retail Investment Group) obtains the Banking License. The potential locations for the branch are finalized by Regional Head. Before choosing location a brief profiling of Geography and Demography of the locality is done. Then the lease deed has to be signed by the RIG, post that the process of creation of the branch will be initiated. The layout of the branch is created and discussed with the Regional Head and the RMBB (Regional Manager Branch Banking). And then in just 12 weeks RIG completes the setup, irrespective of the size of the branch. After this BM (The Branch Manager) and the RMBB collectively carry out various processes for the start of the branch. ICICI with such a fast mechanical sort of setup faces no much difficulty in opening more and more new branches. After the establishment of branch setup comes the challenging task of leveraging the setup for business, and generating more and more benefits. This involves thinking about many things like: • Profiling of Demography and Geography

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• • • • • •

Branch Staff Customer Services Increasing Customer Footfall at Branch Building Brand Image Target Mobilisation Implementing Five S for Continuous Improvement

Thus there are many processes and approaches to be followed to make the branch run a successful business. The above mentioned things are taken in detail to explain the business activation in a comprehensive way.

PROFILING OF DEMOGRAPHY AND GEOGRAPHY
Profiling of demography and geography of the location where a new branch is established is the very first step after the establishment of a new branch. There is a need to understand deeply the demography and geography of the area for better customer services.

GEOGRAPHY:
Consideration of geography of the area involves the following things to be kept in mind:

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• • • • • • •

Type of Area Population How far is the other branch? Transportation facilities available. How the location is approachable to the population. How the other banks in the area are approachable to the population? How many schools, police stations, hospitals etc. are there in the area?

DEMOGRAPHY:
While thinking of profiling demography one needs to take care of following things: • • • • • • • How is the locality? Are people literate or illiterate? What is the major age group? What is the income group of major part of population? Are banking habits developed in the people or not? What types of societal groups are influencing life of people there? Do the people have saving habits or they need to be developed?

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There is a need to meet officials of all the RWAs (Residential Welfare Associations) in order to make them aware of the branch opening their nearby.

There is a need of collecting people and telling them about the opening of branch.

Thus, after the establishment of branch there is a need of thorough examination of the area in order to grab the maximum customer share and to create business for the bank.

BRANCH STAFF
Human Resource is the most important part of any organization; it is the only force that makes use of other resources for the fulfillment of objectives. A bank branch must have competent staff that encourages its growth and enhances business. There may be two dimensions of looking at branch staff when it comes to ‘New Branch Business Activation’, that is: • • From Selection and Training Perspective, And From The Perspective of Employee Grooming.

STAFF SELECTION AND TRAINING:
The RMBB with the regional head identify the BM (Branch Manager), BOM (Branch Operations Manager) and other staff members for the upcoming branches. A new branch should ideally have a mix of experienced

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and new staff members. It is always advised that the branch should have at least 30% of the members with greater than 6 months experience in the relevant branch operations.

 Guidelines on Staff Allocation/ Training for New Branches:
While allocating staff to any new branch, the RMBB (Regional Manager Branch Banking) needs to have an optimum mix of employee resources with respect to the proficiency skills. It needs to be ensured that the basic functions of any branch always have at least 2 experienced (Greens) so that there is always a back-up for the crucial desks at the branch, based on the structure of the new branch, the following needs to be kept in mind while allocating staff: 1) Basic functions in any branch include: • • • • • Account opening Teller operations Query desk handling Back office operations Term deposits

Thus the RMBB needs to ensure that the branch has at least 2 Greens in each of the above desks. 2) Categorisation of Branch: Based on the categorisation there could be additional skill areas required in the following cases:

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Stand Alone Branch:- In such a branch basic activities include  Clearing (Inward/ Outward)  CMS (Cash management Services)

Here also RMBB should ensure that there are 2-2 Greens at on each of the above desks. • B category Branch:- Such a branch carries out the following services also;  Foreign Exchange services On this desk also there must be at least two Greens. 3) Specialised Desks: The following could be classified under the Specialised Activities offered in Branches: • • • • Private Banking SEG and Trade Finance Demat NRI Products and Services

RMBB needs to ensure that branches have at least 1 Green in each of the above desks. The Demat desk should be activated only if an NCFM qualified person is available at the branch.These details are here presented in the form of a table:

Branch Type
RPC Supported Non-B Category branch

Minimum Number Of Greens
10 (5 Desks*2) Page 48 of 93

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RPC Supported B Category Branch Stand Alone Non- B category Branch Stand Alone B category Branch

12 (6 Desks*2) 14 (7 Desks*2) 16 (8 Desks*2)

NOTE:   RPC- Regional Processing Centre Apart from these the specialized desks like PBG to have at least 1 Green.

CHART 1.3 CATEGORISATION OF BRANCHES AND NUMBER OF GREENS

 Branch Operations Manager (BOM):
It is essential for the person taking over as the BOM of the new Branch, to have a thorough knowledge on the following areas: • • • Components of Audit Reports and tips for better audit scores Exception Handling and customer complaints at the branches Analysis of Branch Banking Metrics and tips for better performance

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• • •

Agnostic approach to all customer segments Rules on cheque payments including anywhere limits Detection, impounding and filing of FIR in respect of forged notes.

ICICI provides a special training program on all the above mentioned areas, which is called “BOOST”. It is delivered by the Regional Training Manager (RTM).

 Branch Manager (BM):
ICICI provides a customized training program to all its proposed BMs that focuses on the different parameters of the Balance Score Card and the smooth functioning of the branch. BM too has to have a session with the RTM on this program.

EMPLOYEE GROOMING:
Employee grooming is an essential element of success of any organization. ICICI has a well defined structure for grooming its employees. It pays sound attention to the needs of its employees and provides various facilities for them. This can be seen from the following examples:

 Induction Program:
The Structured Workplace Induction and Functional Training (SWIFT) has been in operation for last four years as an Induction training program for new joiners to the organization. Recently, ICICI has also launched “Branch Leadership Program (BLP)” for new Branch Operations Managers (BOMs) and Branch Managers (BMs). One of the important activities in these training programs is Branch Simulation Activity (BSA) where the participants are required to handle basic branch transactions like Cash payments, cash receipts, Account

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opening and DD/PO issue. The trainees process these transactions using Role play in the CEO (Customer, Employee and observer) format in the test data base of Finacle. In order to give them a look and feel of these processes, cash is withdrawn from one of the nearby branches and used for this exercise.

 The ICICI Learning Matrix:
ICICI Group, one of the leading financial services group in India has deployed learning management system, `The Learning Matrix’ for aligning e-learning needs of its employees. Sum Total Systems, a global provider of talent and learning management solutions, and its global partner New Delhi-based NIIT Limited announced implemented the system as an enterprise application for aligning the e-learning needs of ICICI employees. “This implementation has provided ICICI an efficient and cost-effective business learning management solution making training more accessible to its employees. In addition to its employees in India, ICICI Bank implemented Sum Total’s solution in Canada, United Kingdom, Singapore and Bahrain. “Sum Total’s system supports e-Learning needs across multiple time zones and languages. In 2005, ICICI Bank earned one of the American Society of Training and Development’s coveted BEST awards for enterprise-wide success through learning. Thus ICICI has a well maintained structure for employee grooming. It caters to various other needs of its employees too in an efficient manner. There are always rewards and perks for encouraging good performance. Such a mechanism makes ICICI a best place to choose for the employees. That is the reason why ICICI is always there on high ranks on the Employee Satisfaction Indexes.

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CUSTOMER SERVICES

Customer is considered to be the king of every business, and ICICI too follows this norm of business. ICICI aims at providing world class services to its customers through various simplifying mechanisms. ICICI has so far been successfully known as a bank that serves the customer at any cost with its catch line “Hum Hain Na.” Such attitude has brought the bank in the line of top banks in India. Currently it is the second largest bank physically and is one of the most trusted banking corporations. In the new branches too ICICI always aims at maintaining the same attitude and serving its customers to the best possible level. The various services offered at ICICI branches are analyzed here.

THIRTY BY THIRTY:
In order to ease Customer turn-out in the Branches and to enable faster servicing of Customers who visit Branches for Cash Transactions, it was earlier decided to enable Customer Service Desks in Front Office for Cash Transactions also. In order to further reduce the Customer Wait Time for transactions in Branches, it has been decided to go a step forward from “Twin Skilling” to “Multi Skilling” as a tool to service the Customers faster. This removes the dependency of one particular Service being handled at a specific desk in the Branch and also ensures Load Balancing at each Customer Service Desk.30 by 30 is a New Concept with an objective to reduce the Customer Wait Time and to service the Customers faster. The name emphasizes that there are about thirty kinds of services that are delivered at branches. And with the implementation of this concept everyone knows and delivers all thirty services at the front offices, reducing customer waiting time thereby. In a “30/30” scenario if there are 30 Customers present at a particular time & there are 30 Customer Service Desks in the Branch, all the Service Desks should be attending to one Customer each & there should not be any Customers waiting in the Branch.

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DYNAMIC QUEUE MANAGEMENT SYSTEM (DQM):
The Dynamic Queue Management (DQM) Environment is suitable for implementation of “30 by 30”. All the customers should be routed through the DQM. The DQM assigns customers to various Service desks and the Counter Number to which the Customer is assigned, is displayed on the Display Monitor with a Chime Assignment of Customers on FIFO basis: The Customers are assigned to the Service Desks by the DQM on “First in First Out “(FIFO) Basis. This means the Customer walking in the branch first & taking the Customer Service Request Number will be serviced first, as soon as any of the Service Desks gets free. Only Customers selecting the GOLD / Elite Privileges option on the DQM will be given priority by the DQM & will jump the Queue.

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The customer flow using DQM in “30 by 30” scenario would be as follows:

CHART 1.4 CUSTOMER FLOW IN A BRANCH USING DQM IN “30 BY 30” SCENARIO

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Customer flow for cash transaction in Thirty by Thirty would take the following shape:

CHART 1.5 CUSTOMER FLOW FOR CASH TRANSACTION IN “30 BY 30” SCENARIO

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SERVICES FOR PHYSICALLY CHALLENGED:
The citizen charter of the bank mentions; "We will make our best efforts to make it easy and convenient for our special customers like senior citizens, physically challenged persons and illiterate persons to bank with us. This will include making convenient policies, products and services for such applicants and customers." To service the physically challenged citizens who bank with ICICI it has made mandatory a few changes in branches. Branches need to coordinate with RIG to get the same into action. By physically challenged it means person having a physical disability or impairment, especially one that limits mobility. The following steps are taken to provide service to physically challenged customers of ICICI bank. • Designated branches display a signage on the exterior informing the customer that specialized service for physically challenged is available. • • Every branch to have 1 chair in the DQM area reserved for physically challenged citizens. BOM/BM/Officers at the front desk to ensure that at no point of time the physically challenged person is left unattended. • • • • The physically challenges person need not take a DQM token The physically challenged person should not be made to wait in queue. The designated officer handling senior citizens should service him. Whenever a Physically challenged customer comes into the branch, he/she should be directed by the lobby Manager to Designated Senior Citizen Desk, which shall also provide personalized services to these customers. • Any suitable desk shall be converted to Senior Citizen designated desk with the display of “Senior Citizen Desk”.

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Designated Senior Citizen Desk at the branches between 8 am to 8 pm for servicing Senior Citizens/Physically challenged at priority to ensure minimum wait-time and personalized services.

A familiar face preferably local language speaking staff is welcome by physically challenged customers.

The Designated desk will also service other customers through DQM when not servicing Senior Citizen/Physically Challenged Customers. If Customer Service Officer is already servicing a customer through DQM at designated desk then the physically challenged customer will wait till that customer is serviced.

The Customer Service Officer then will not take any DQM customer until Physically Challenged customer is serviced.

• • • •

Foldable ramp will be provided at selected branches in major cities. Permanent ramp to be created in new branches wherever feasible.(List attached) Wheelchair will be made available on request at all the signature branches. All physically challenged customers should be encouraged to use phone banking/internet and mobile banking.

A notice will be designed and displayed at all branches where we provide this facility. The Customer Service Team at Corporate Office will update the call centre on this facility for enquiring customers.

SERVICES FOR SENIOR CITIZENS:
To provide personalized services to this segment ICICI proposes following things to be done at branches:

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• •

Every branch to have 1 chair in the DQM area reserved for Senior citizens. Whenever a Senior Citizen Customer walks in, he/she should be directed by the lobby Manager to Designated Senior Citizen Desk to provide personalized services.

Any suitable desk shall be converted to Senior Citizen designated desk with the display of “Senior Citizen Desk”.

Designated Senior Citizen Desk at the branches between 8 am to 8 pm for servicing Senior Citizens at priority to ensure minimum wait-time and personalized services.

Senior Citizens will be serviced at this desk by Customer Service Officer (CSO) for all their banking requirements other than DMAT and franking requirements and do not have to go through the standard DQM system (this is viewed as a intimidating to this age-group). The CSO, preferably should be in the system for more than six month's period so as to resolve multiple queries of Senior Citizen customers. A familiar face preferably local language speaking staff is welcome by Senior Citizen customers.

The Designated desk will also service other customers through DQM when not servicing Senior Citizen Customers. If Customer Service Officer is already servicing a customer through DQM at designated desk then the Senior Citizen customer will wait till that customer is serviced.

The Customer Service Officer then will not take any DQM customer until Senior Citizen customer is serviced.

Identification of Senior Citizen will be done by Senior Citizen showing specially designed Debit card or Senior Citizen Identity card or any other valid document, which has an age proof. Even those customers who appear to be senior citizen should be serviced by this desk without asking for the identification/ Age proof. A non-customer Senior Citizen would also be serviced through this designated desk. Page 58 of 93

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Happy Investment Hours: During 3 pm to 5 pm the Senior Citizen Customers will be given expert advice and guidance on their investment queries by Investment & Services Sales Manager at Investment & Services Desk.

SUGGESTIONS AND COMPLAINTS BOX:
In every new branch there has to be suggestions and complaint box available with the branch manager. It is a very important part of the customer services offered by any bank. Customers should be free to contact Branch Manager in case of any dispute. And there should be a Notice on the Notice Board mentioning thet the complaint box is available with the Branch manager. The box is reviewed periodically, and the complaints and suggestions are worked upon. By providing such specialized services ICICI seeks to attain more and more customer satisfaction that will in turn increase its customer base and its popularity. A new branch has to make its positive image in the mind of customers and for this its services matter a lot. Thus the guidelines provided by ICICI to its new branches help them in doing so.

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INCREASING FOOTFALL AT NEW BRANCH
Increasing customer footfall at the newly established branch is a real challenge for the branch officials. New branches carry out various activities to attract the customers. These activities help the customers to know about the opening of branch, and about the various operations carried out at branch. These activities are like: • • • • • Joggers Park Activity Distributing Pamphlets Publicity Through Canopies Through Personalized Dealings and Services Door to Door Services

Such activities are interesting to carry out and help the bank business a lot. Through these activities there is one more benefit and that is increased coordination among the employees, which is always beneficial in long run.

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BUILDING BRAND IMAGE
Brand Image is the force that makes a customer to go for a particular brand and not for the other. Creating a positive brand image in the minds of customer is not an easy task always; it has to be carried out carefully giving full attention to the needs of customers. ICICI has been continuously doing things to build its image amongst customers. Be it launching imobile, hiring the King Khan, or using Big B for the purpose. New branches always have an advantage of being linked with ICICI, since they get an image already built. They just have to make it stronger and for this they need to carry out operations in such a way that suits the image of ICICI. Corporate Attire also plays an important role in maintaining Brand Image. In keeping with the bank’s desire to provide its customers’ a Branded Experience. Corporate attire has been launched for the frontline employees at liability and asset branches. Frontline employees are those who are in eye of the customer. It is mandatory for each eligible staff member to wear Corporate Attire while on duty. This helps in contributing to provision of a great banking experience to its customers.

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TARGET MOBILISATION
A target is the reference point to shoot at; it is the goal one intends to attain. A new branch has its own targets beautifully set to maintain the brand and to fulfill the expectations from it. There is a definite time limit for completing the targets. Targets are set keeping in mind the investment done at the infrastructure of the branch as well as the overall Group targets. Various costs are analysed and then targets are set to cover them.

FORMS OF TARGETS:
There are targets for everything in a bank branch. Various forms of targets may be: • CASA Targets: These are Current Account Saving Account Targets. Such targets are set for both saving and current accounts. A branch has to maintain that much accounts as its targets specify. The total number of accounts to be opened decides the run rate per day required to meet the target. For example, if a branch establishes a target of opening 3000 saving accounts in a year then it needs to go by a rate of opening around 8 accounts per day. The sales team members are to be told the targets well in advance.

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Fee Targets: Fee targets are set for those products that generate fee income for banks. A new branch has to pay dew attention to the Fee Income Products since they are pure income for the bank. Bank has to give nothing in return for it. Fee Income products include- Life Insurance Products, General Insurance Products, Gold and Mutual Funds. All these are very critical for the success of a new branch.

Customer Service Targets: An ICICI Bank branch is always known to provide best quality customer services. Therefore new branches have to maintain such a system that attains the overall target of serving a delightful experience to ICICI’s customers.

IMPLEMENTING FIVE S FOR CONTINUOUS IMPROVEMENT
Five S is a framework involving 5 pillars as its structural elements to support and maintain current and future improvements in an organization. It is an indispensable tool that creates miracles in an organization. ICICI has adopted this framework for better productivity and improving business. New branches also implement it at starting only to increase their business prospects. Many people do not believe that a neat and clean work environment aids production, however the fact remains that: • A neat and clean workplace has higher productivity

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• • • • •

A neat and clean workplace is safe A neat and clean workplace meets deadlines better A neat and clean workplace produces fewer defects A neat and clean workplace is less hassle A neat and clean workplace isn’t an embarrassment; in fact it is a source of inspiration and encouragement.

WHAT IS FIVE S??
Five S is a part of the Kaizen umbrella. Kaizen stands for a change which is carried out for good. Five S basically stands for five Japanese words that start with S. The table shows the Five Ss and their English conversion:

S. No.
1 2 3 4 5

Japanese word
SEIRI SEITON SEISO SEIKETSU SHITSUKE

English conversion
Sorting Systematic arrangement (“PEEP”) Spic and Span Standardisation Self Discipline

NOTE:
• PEEP—Place for everything and everything in its place.

CHART 1.6 FIVE S
Five is an essential step at ICICI bank branches for waste elimination and to achieve PQCDS. This stands for:   P- Productivity Q- Quality Page 64 of 93

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  

C- Cost D- Delivery S- Safety

Five S descriptions may be understood with the help of following table:

Original
SEIRI SEITON

Translation
Sorting Systematic arrangement (“PEEP”)

Alternate
Clearing Arranging

Description
Remove what is not needed and keep what is needed Place things in such a way that they can be easily reached whenever they are needed. And Follow PEEP. Keep things clean and polished; no trash or dirt in the workplace The methods used to maintain the gains, not only standard ops, best current practice and actively using ISO are applicable Ensuring that the gains are held and continue to be made. Removal of friction and waste

SEISO SEIKETSU

Spic and Span Standardisation

Neatness Discipline

SHITSUKE

Self Discipline

Ongoing Improvemen ts

CHART 1.7 FIVE S DESCRIPTIONS

RULES FOR IMPLEMENTING FIVE S:
 SORTING:

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Need Want Matrix: Need-Want bucket should be defined for all files/register/forms/formats/keys, Color coding method could be used for easy identification. For E.g. needed regularly items could be marked as orange or Need but not regularly could be marked as green.

Red Tag: Red tag mechanism should be used & reviewed. That is any item which can be closed/disposed with in 24 hours should not be red tagged. And others that need to be disposed but can’t be disposed that quickly should be red tagged, and a red tag register should be maintained. Movable red tag items should be kept in Five S Common Place. Any open red tag item beyond 30 days needs to be escalated to Zonal Council.

• • • • •

Disposal: Disposal Schedule needs to be maintained for recording sale of Scrap No Dirt, Dust & Debris Area Problems sorted out No Unneeded Items in the Workplace Machine Problems sorted out

 SYSTEMATIC ARRANGEMENT: • Lay out: Branch Layout should be displayed for customers. Do not display critical areas like vault, etc. All the areas in the branch (room/cubicles) should be marked & numbered. For e.g. workstations can be numbered as WS1, Common storage can be numbered as CS1 etc. • Signage: Signages to be displayed as per instructions from corporate Office Arrangement. Files/Formats/Keys/Registers should be arranged based on the need want Bucket. Need regularly items should be easy to retrieve & closer to hands. • Poka Yoke: In order to make the system foolproof we need to build a mechanism. Poka yoke is one of the methods to achieve the same. Examples of Poka Yoke are: Red tape on files, Key stickers. Branch can use any other mistake proofing method.

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Key Hive: Branch to have a Key Hive where common keys should be hung. PEEP for all the keys should be created & keys should be placed as per PEEP only.

Index: Location index should be present. Workstation index needs be present. Layout of the workstation is not required but the index should contain all the items in the workstation. Master Index for all the items in the branch needs to be prepared & regularly reviewed.

Record Retention: Period Stickers on CDs & Folders to be maintained. Files to have period stickers. Rule of File to be present defining the method of arrangement of the file. Rule should be present on each file.

File Arrangement: Papers in the files needs be arranged & placed in such a method that it is easily retrieved. For E.g. if it is alphabetically arranged, telephone diary concept can be used.

Inventory Management: All inventory items should have KANBAN card after establishment of consumption pattern. AKANBAN card shows the inventory level, reorder quantity, consumption pattern etc.

FIVE S Common Place: Branches need to identify a common place. And store inventories all excess/red tagged items in Common Place.

Ownership Matrix: Define Ownership Matrix for all assets/keys in the branch. All owners should be aware of their ownership & roles.

 SPIC N SPAN:
• Review: Review steps done in S1 & S2 on a regular basis. For E.g. Update index, review & update need want matrix etc. Page 67 of 93

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No dust: cobweb, loose wires hanging etc should be found in the location. Notice board to be free of old notices

Pest Control: Schedule for Pest Control to be maintained Pest control should be conducted once in a quarter at a branch. Branch manager needs to intimate local channel manager for conducting a pest control. This schedule should state the last date & the next date of pest control along with Branch Operations Manager’s signature.

 STANDARDISATION:
• Work Place: Each Branch should have a defined workplace rule. Examples of Work Place rules are below:  Employees will collect their printouts within 10 minutes of firing the same.  All staff will switch off the monitor while going for lunch.  All staff members will handover pending folders to Branch operations Manager before leaving for the day. • Retention/disposal Rules: Rule to be established for storage of files/registers/vouchers at branch. Examples of Retention Rule are below:  Vouchers would be stored for a period of one month in the branch.  Audit related files will be stored for till next Audit.  Customer service related files/registers would be stored for 4 months etc. • Voucher Arrangement Rule: This should state the method of stitching the vouchers for easy retrieval. There should be day wise arrangement of vouchers in packets or in bided form. • Rewards & Recognition (R & R): Examples of R & R Rules are below:  All workstations will be evaluated monthly & best maintained one would be awarded.  Knowledge test on Five S will be taken fortnightly & the highest scores will be awarded. Page 68 of 93

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 Any employee who receives an appreciation from customer will be awarded on a monthly basis.  Mode of award can be decided at a branch level. • Red Tag: Rule on red tag closure along with escalation should be framed Examples of Red Tag Rules are below:  All Red tag items will be closed with in 7 days time.  Any red tag items not closed with in specified timelines will be escalated to Zonal Council.  Open Red Tag cases will be reviewed by Local Council members on a monthly basis.  Standard Operating Procedure.  SOP for all equipments to be pasted on the equipments.

 SELF DISCIPLINE:
• Training: All new joinees in the branch need to undergo E-learning Basic Five S Module. Any new employee joining the branch needs to be trained in house with in 60 days of joining. Refresher training needs to be conducted in house for existing employees once in a quarter. Trained employee needs to show effective deployment at their workstation. • Measure of Performance (MOPs): All MOPs should be tracked on a monthly basis. Few of the examples of MOPs are: Retrieval, Storage area, self-assessment scores, reduction in cost due to better inventory management, project 20:30, revenue generation by selling scrap, reduction in wastage by ordering optimum stationery etc. • Emergency Equipment: All staff should know usage of all Emergency equipments. All emergency equipment must be operational. All unsafe points must be marked in the premises. There should be no hindrance at the emergency exit door. Key of the emergency exit door should be retrievable with in 30 seconds.

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BENEFITS OF FIVE S:
• • • • • • • • • • • Stable and reliable processes Teams active in improvements & problem solving World-class factory standards Improved productivity and quality Reduced waste, inefficiencies & costs Reduced quality losses A safer work environment Showroom-factory conditions Enhanced teamwork and morale Customer delight when visiting Increased competitiveness

POTENTIAL BENEFITS OF FIVE S:
Five S is surely a Brahmastra for banks; ICICI is making its use for improvements in operations. There are many potential benefits that Five S is capable of delivering. The potential benefits of 5S can be summarized by five English Ss: • • • • Sales - Increase sales (market share). Savings - Save costs. Safety - Provide a safety working environment. Standardization - Standardize the operating procedure.

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Satisfaction - Employees and customers satisfaction

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FINDINGS

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FINANCIAL INFORMATION OF ICICI BANK
• STOCK EXCHANGE

ICICI Bank's equity shares are listed in India on Bombay Stock Exchange and the National Stock Exchange of India Limited and its American Depositary Receipts (ADRs) are listed on the New York Stock Exchange (NYSE). • LISTS OF EXCHANGES

1. Bangalore Stock Exchange Ltd. 2. Calcutta Stock Exchange Association Ltd. 3. Cochin Stock Exchange Ltd. 4. Delhi Stock Exchange Assoc. Ltd. 5. Inter-connected Stock Exchange of India. 6. Ludhiana Stock Exchange Assoc. Ltd. 7. Madras Stock Exchange Ltd. 8. National Stock Exchange of India Ltd. 9. Over The Counter Exchange of India Ltd. 10. The Stock Exchange of Mumbai assoc. Ltd. 11. Uttar Pradesh Exchange Assoc. Ltd.

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WEIGHTED INDEX WEIGHT IN SENSEX 8.66 WEIGHT IN NIFTY 3.79 PROMOTER HOLDINGS (%) 16.49

COMPANY INFOSYS TECHNOLOGIES RELIANCE INDUSTRIES ICICI BANK LARSEN & TUBRO HDFC ITC HDFC BANK WIPRO DLF ONGC NTPC

VARIANCE

4.87

17.41 5.74 5.61 5.41 6.47 5.08 1.06 0.75 4.63 2.98

12.95 2.31 2.31 2.37 3.44 2.22 1.97 1.85 8.6 7.4

4.46 3.3 3.3 3.04 3.03 2.86 -0.91 -1.1 -3.97 -4.42

49.03 0 0 0 0 19.38 79.32 88.55 74.14 89.5

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CAPITAL STRUCTURE To Year 2008 2007 2006 2006 2005 2005 2004 2002 2001 2000 1999 1997 1995 1995 Class Of Authorized Issued Paid Up Paid Up Share Capital Capital Shares (Nos.) Face Value Equity Share 1,275.00 1,112.69 1112687495 10 Equity Share 1,000.00 899.27 899266672 10 Equity Share 1,000.00 153.84 153844503 10 Equity Share 1,000.00 889.82 889823901 10 Equity Share 1,550.00 616.39 350000000 10 Equity Share 1,550.00 616.39 616391905 10 Equity Share 1,550.00 613.02 613021301 10 Equity Share 300.00 220.36 220358680 10 Equity Share 300.00 196.82 196818880 10 Equity Share 300.00 196.82 196818880 10 Equity Share 300.00 165.00 165000700 10 Equity Share 300.00 150.00 150000700 10 Equity Share 300.00 150.00 150000000 7 Equity Share 300.00 150.00 700 10 Paid Up Capital 1,112.69 899.27 153.84 889.82 350.00 616.39 613.02 220.36 196.82 196.82 165.00 150.00 105.00 -

From Year 2007 2006 2005 2005 2004 2004 2003 2001 2000 1999 1997 1995 1994 1994

• Quarterly Results (Rs. in Millions)
December2008 [3 Quarter] September2008 [2 Quarter] December2007 [3 Quarter]

Sales Turnover Other Income Total Income Total Expenditure

78360.80 25145.40 103506.20 17341.10

78349.80 18773.30 97123.10 17400.40

79117.70 24265.90 103383.60 21276.10

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Operating Profit Interest Gross Profit Depreciation Tax Reported PAT Equity Capital Extra Ordinary Items Adjusted Profit After Extra Ordinary Item Book Value EPS Dividend

86165.10 58456.70 27708.40 0.00 4909.90 12721.50 11132.90 0.00 12721.50 417.43 11.43 0.00

79722.70 56873.60 22849.10 0.00 3471.70 10142.10 11132.90 0.00 10142.10 417.43 9.11 0.00

82107.50 59520.80 22586.70 0.00 2681.20 12302.10 11122.70 0.00 12302.10 0.00 11.06 0.00

• Quarterly Results (in %)
Quarterly Results (in %) % Change over September, 2008 Sales Turnover Other Income Total Income Total Expenditure Operating Profit Interest 0.01 33.94 6.57 -0.34 8.08 2.78 % Change over December, 2007 -0.96 3.62 0.12 -18.49 4.94 -1.79

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Gross Profit Depreciation Tax Reported PAT Equity Capital Extra Ordinary Items Adjusted Profit After Extra Ordinary Item Book Value EPS Dividend

21.27 0.00 41.43 25.43 0.00 0.00 25.43 0.00 25.47 0.00

22.68 0.00 83.12 3.41 0.09 0.00 3.41 0.00 3.35 0.00

• RATIO ANALYSIS
Profitability Ratios % Operating Profit Margin Gross Profit Margin Net Profit Margin Turnover Ratios Inventory Turnover Ratio Debtor Turnover Ratio Fixed Asset Turnover Ratio Solvency Ratio Page 77 of 93 March- 2008 (12 months) 14.45 12.99 10.51 0.00 0.00 5.61 March- 2007 (12 months) 13.33 11.41 10.81 0.00 0.00 4.52 March- 2006 (12 months) 18.66 15.10 14.12 0.00 0.00 2.93

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Current Ratio Debt Equity Ratio Interest Covering Ratio Performance Ratio % Return On Investment Return On Net worth Dividend Yield

0 .73 5.22 0 .24 1.95 8.94 33.12

0 .62 9.35 0 .23 1.48 12.79 33.89

0 .62 7.32 0 .34 1.74 11.43 34.08

LIMITATIONS OF STUDY
This Study has been conducted at ICICI Lawrence Road Branch, Delhi. It has the following limitations: • Raw material for this study is taken from ICICI Universe Literature and Internet search and practical experience of the newly established branch and a little survey.

There has been a survey of just two more new branches-- Kirtinagar, Pashchim Vihar Both in Delhi.

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SWO T Analysis of ICICI Bank.

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STRENGHTS:

1) Online Services: ICICI Bank provides online services of all it’s banking facilities. It also provides D-Mart account facilities on-line, so a person can access his account from anywhere he is. [D-Mart is a dematerialized account opened by a salaried person sale of shares of different companies.] 2) Advanced Infrastructure: Branches of ICICI Bank are well equipped with advanced technology to provide the customers with taster banking services. All the computerized for purchase &

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machines are located in suitable manner & are very useful to the customers & staff of the bank. 3) Friendly Staff: The staff of ICICI Bank in all branches is very friendly & help the customers in all cases. They provide faster services along with bonding & personal relationship with the customers. 4) 12 hrs. Banking services: Compared to other bank ICICI bank provides long hrs. of services i.e. 8-8 services to the customers. This service is one of it’s kind & is very helpful for the customers who are in urgent need of money. 5) Other Facilities to the Customers & Employees: ICICI Bank also provides other facilities like drinking water facilities, proper sitting arrangements to the customers. And there are also proper Ventilation & sanitary facilities for the employees of the bank. 6) Late night ATM services: ICICI bank provides late night ATM services to the customers. The ATM centers of ICICI bank works even after 11:00pm. at night in certain branches.

Weakness:
1) High Bank Service Charges: ICICI bank charges highly to customers for the services

provided by them when compared to other bank & that is why it is only in the reach of higher class of society.

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2) Less Credit Period: ICICI bank provides credit facilities but only upto may annoy them.

limited period.

Even when the credit period is not over it sends reminder letters to the customers which

OPPORTUNITIES:

1) Bank –Insurance services: The bank should also provide insurance services. That means the bank can have a tie-up with a insurance company. The bank will advertise & promote the
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different policies introduced by the insurance company & convince their customers to buy insurance policies.

2) Increase in percentage of Returns on increase: The bank should provide higher returns on deposits in comparison of the present situation. This will also upto large extent help the bank earn profits & popularity.

3) Recruit professionally guided students: Bank & Insurance is a special non-aid course where the students specialize in the functioning & services of the bank & also are knowledge about various tax policies. The bank can recruit these students through tie-ups with colleges. Such students will surely prove as an asset to the bank.

4) Associate with social cause: The bank can also associate itself with social causes like providing relief aid patients, funding towards natural calamities. But this falls in the 4th quadrant so the bank should neglect it.

 THREATS

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1) Competition: ICICI Bank is facing tight competition locally as well as internationally. Bank like CITI Bank, HSBC, ABM, Standered Chartered, HDFC also provide equivalent facilities like ICICI do and also ICICI do not have consistency in its international operation.

2) Net Services: ICICI Bank provides all kind of services on-line. There can be easy access to the e-mail ids of the customers through wrong people. The confidential information of the customers can be leaked easily through the e-mail ids.

3) Decentralized Management: Each branch manager is given the authority of taking decisions in their respective branches. The decisions made by different managers are diverse and any one wrong decision can laid to heavy losses to the bank.

4) No Proper Facilities To Uneducated customers: ICICI Bank provides all services through electronic computerized machines. This creates problems to the less educated people. But this threat falls in the 4th quadrant so its negligible. The company can avoid this threat.

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CONCLUSION AND RECOMMENDATIONS

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CONCLUSION
There are too many banks competing for the bigger share of the market pie, giving neck to neck competition. A growing economy, greater consumer confidence and appetite for bank products, and greater thrust on technology have helped the more aggressive Public and Private Banks not just to grow their business, but drum their balance sheet into shape. In such a great business scenario ICICI is not behind anything. It is coming up with more and more products and new branches so that it becomes more approachable to customers. But with this it has to take care of many things. New branches need to be in line with ICICI’s brand image. It is observed by the study that ICICI is continuously doing efforts to make its branches world class banking facilities. With maintaining its “HUM HAIN NA” attitude ICICI is on the way to great success ahead. The new branches are thus confronted with challenge of upcoming customer demands and maintaining standards. The study makes a clear picture of the things that are to be kept well in mind for generating business in new branches. The things like Branch Geography and Demography, branch Staff, Building same image, Increasing Customer Footfall etc. are to be taken care of for taking advantage of the new branches.

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RECOMMENDATIONS
In today’s era when all the banks have tied up their seat belts for expansion, especially when ICICI’s biggest competitor has merged with Centurion Bank, ICICI too needs to stand alert for gaining the bigger share of market cake. It needs to develop more attractive marketing strategies to make a more loyal base of customers. The new branches can play a significant role in this process by: • • • • • Branches should adhere to and should always seek for making ICICI’s image stronger. Selection of staff at new branches should be done very carefully keeping in mind the requirement of branch. There is a need for clear understanding of customers’ demands and problems for gaining a competitive edge. Five S can be an unbeatable tool for success if applied as per the policies; branches should take it seriously for their benefit. Employee satisfaction should be forced upon so as to reduce job hopping rate.

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REFERENCES

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WEBSITES
• • • www.icicibank.com www.icicidirect.com http://www.icicibank.com/Pfsuser/aboutus/investorelations/investorpresentation/ICICI_BankInvestor_presentation08.pdf o Viewed on: June 18, 2008 o Time: 5:30 PM • www.vccircle.com/2008/02/25/rana-talwar-prefers-to-be-shareholder-of-larger-hdfc-bank o Viewed on: June 18, 2008 o Time: 5:30 PM

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www.livemint.com/2007/09/11145505/not-interested-in-foreign-bank.html o Viewed on: June 20, 2008 o Time: 5:45 PM

www.hindubusinessonline.com/2003/05/31/stories/2003053102420100.htm o Viewed on: June 21, 2008 o Time: 3:20 PM

www.icicisecurities.com/index.asp o Viewed on: June 21, 2008 o Time: 3:25 PM

www.hinduonnet.com/businessline/2000/03/24/stories/1924020.htm o Viewed on: June 22, 2008 o Time: 6:5 PM

www.sec.edgar-online.com/2000/12/11/10/0000950103-00-00-1339/section6.asp o Viewed on: June 22, 2008 o Time: 4:30 PM

www.iciciventure.com/tsi_venture%20.html o Viewed on: June 24, 2008 o Time: 4:50 PM

https://onlinemanager.icicilombard.com/verynew/legal/terms.htm o Viewed on: June 24, 2008 o Time: 5:00 PM

www.topnews.in/files/prudential_icici.gif o Viewed On: June 25, 2008 o Time: 6:30 PM

http://66.155.212.77/sb/images/clients_logo/icici_securities.jpg

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o Viewed on: June 25, 2008 o Time: 6:30 PM • www.centurionbog.co.in/news/press_250208.pdf o Viewed on: June 27, 2008 o Time: 4:55 PM

OTHER REFERENCES
• • • • • ICICI UNIVERSE E-CIRCULARS FOR ICICI EMPLOYEES LITERATURE ON QUALITY AND NEW BRANCH OPENING AVAILABLE AT BRANCH WISDOM TRAINING REPORT FORMAT PRACTICAL SURVEY AND OBSERVATION OF OTHER NEW BRANCHES.

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