Axis Bank was the first private sector bank established in India in 1994 after the government allowed private sector banks. It was jointly promoted by several public sector insurance companies. As of 2004, Axis Bank had over 2.7 million debit cards and more than 200 branches across India, with over 1250 ATMs. It provides both retail and corporate banking services. Some key offerings include ATM services, international travel currency cards, loans, deposits and other banking services. The bank aims to adopt best international practices to achieve excellence in service.

1. COMPANYPROFILE:AXIS BANK
Axis Bank India, the first bank to begin operations as new private banks in 1994 after the
Government of India allowed new private banks to be established. Axis Bank was jointly
promoted by the Administrator of the specified undertaking of the
 Unit Trust of India (UTI-I)
 Life Insurance Corporation of India (LIC)
 General Insurance Corporation Ltd.
Also with associates viz. National Insurance Company Ltd., The New India Assurance
Company, The Oriental Insurance Corporation and United Insurance Company Ltd.
Axis Bank in India today is capitalised with Rs. 232.86 Crores with 47.50% public holding other
than promoters. It has more than 200 branch offices and Extension Counters in the country with
over 1250 Axis Bank ATM proving to be one of the largest ATM networks in the country. Axis
Bank India commits to adopt the best industry practices internationally to achieve excellence.
Axis Bank has strengths in retail as well as corporate banking. By the end of December 2004,
Axis Bank in India had over 2.7 million debit cards. This is the first bank in India to offer the AT
PAR Cheque facility, without any charges, to all its Savings Bank customers in all the places
across the country where it has presence.
With the AT PAR cheque facility, customers can make cheque payments to any beneficiary at
any of its existence place. The ceiling per instrument is Rs. 50,000/-.The latest offerings of the
bank along with Dollar variant is the Euro and Pound Sterling variants of the International Travel
Currency Card. The Travel Currency Card is a signature based pre-paid travel card which
enables traveler’s global access to their money in local currency of the visiting country in a safe
and convenient way. The Bank has strengths in both retail and corporate banking and is
committed to adopting the best industry practices internationally in order to achieve excellence
EVOLUTION:
UTI was established in 1964 by an Act of Parliament; neither did the Government of India own it
nor contributes any capital. The RBI was asked to contribute one-half of its initial capital of Rs 5
crore, and given the mandate of running the UTI in the interest of the unit-holders. The State
Bank of India and the Life Insurance Corporation contributed 15 per cent of the capital each, and

2. the rest was contributed by scheduled commercial banks which were not nationalized then. This
kind of structure for a unit trust is not found anywhere else in the world. Again, unlike other unit
trusts and mutual funds, the UTI was not created to earn profits.
In the course of nearly four decades of its existence, it (the UTI) has succeeded phenomenally in
achieving its objective and has the largest share anywhere in the world of the domestic mutual
fund industry.'' The emergence of a "foreign expert" during the setting up of the UTI makes an
interesting story. The announcement by the then Finance Minister that the Government of India
was contemplating the establishment of a unit trust caught the eye of Mr. George Woods, the
then President of the World Bank. Mr. Woods took a great deal of interest in the Indian financial
system, as he was one of the principal architects of the ICICI, in which his bank, First Boston
Corporation Bank, had a sizeable shareholding. Mr. Woods offered, through Mr. B.K. Nehru,
who was India's Executive Director on the World Bank, the services of an expert.
The Centre jumped at the offer, and asked the RBI to hold up the finalization of the unit trust
proposals till the expert visited India. The only point Mr. Sullivan made was that the provision to
limit the ownership of units to individuals might result in unnecessarily restricting the market for
units. While making this point, he had in mind the practice in the US, where small pension funds
are an important class of customers for the unit trusts. The Centre accepted the foreign expert's
suggestion, and the necessary amendments were made in the draft Bill. Thus, began corporate
investment in the UTI, which received a boost from the tax concession given by the government
in the 1990-91 Budget. According to this concession, the dividends received by a company from
investments in other companies, including the UTI, were completely exempt from corporate
income tax, and provided the dividends declared by the investing company were higher than the
dividends received.
The result was a phenomenal increase in corporate investment which accounted for 57 per cent
of the total capital under US-64 scheme. Because of high liquidity the corporate sector used the
UTI to park its liquid funds. This added to the volatility of the UTI funds. The corporate lobby
which perhaps subtly opposed the establishment of the UTI in the public sector made use of it for
its own benefits later. The Government-RBI power game started with the finalization of the UTI

3. charter itself. The RBI draft of the UTI charter stipulated that the Chairman will be nominated by
it, and one more nominee would be on the Board of Trustees. While finalizing the draft Bill, the
Centre changed this stipulation. The Chairman was to be nominated by the Government, albeit in
consultation with RBI. Although the appointment was to be made in consultation with the
Reserve Bank, the Government could appoint a person of its choice as Chairman even if the
Bank did not approve of him.
BUSINESS DESCRIPTION:
The Bank's principal activities are to provide commercial banking services which include
merchant banking, direct finance, infrastructure finance, venture capital fund, advisory,
trusteeship, forex, treasury and other related financial services. The Bank has 463 branches and
263 extension counters throughout India. During April, 2006 the Bank open-end 1 overseas
branch in Singapore.
PROMOTERS:
UTI Bank Ltd. has been promoted by the largest and the best Financial Institution of the country,
UTI. The Bank was set up with a capital of Rs. 115 crore, with
 UTI contributing Rs. 100 crore,
 LIC - Rs. 7.5 crore
 GIC and its four subsidiaries contributing Rs. 1.5 crore each.
SUUTI SHARE HOLDINGS-27.33%
Erstwhile Unit Trust of India was set up as a body corporate under the UTI Act, 1963, with a
view to encourage savings and investment. In December 2002, the UTI Act, 1963 was repealed
with the passage of Unit Trust of India (Transfer of Undertaking and Repeal) Act, 2002 by the
Parliament, paving the way for the bifurcation of UTI into 2 entities, UTI-I and UTI-II with
effect from 1st February 2003.

4. SHARE HOLDING PATTERN:
Sr. No. Name of the Shareholders No. of Shares Held % Stake to
Total
A. Promoter Shareholding
1 Administrator of the Specified
Undertaking of the Unit Trust of
India (UTI - I)
7,72,45,070 27.33
2 Life Insurance Corporation of
India
2,92,22,936 10.34
3 General Insurance Corporation of
India and four PSU Insurance
Companies.
1,49,26,224 5.28
Total Promoter Shareholding A 12,13,94,230 42.95
B. Non-Promoter Holding
4 Indian Financial Institutions (IFIs) 3,24,084 0.12
5 Mutual Fund 2,36,82,394 8.38
6 Others (Individuals/Corporate
Bodies/HUF/Trusts/Banks)
2,39,26,557 8.46
Total Non-Promoter Indian Shareholding
B
4,79,33,035 16.96
C. Foreign Shareholding
7 FDI Route GDR Issue 1,11,62,661 3.95
8 Foreign Financial Institutions
(FIIs)
10,16,51,067 35.96
9 NRIs/OCBs 5,08,786 0.18
Total Non-Promoter Foreign Shareholding
C
11,33,22,514 40.09
Total A+ B + C 28,26,49,779 100
BOARD OF DIRECTORS:

5. The Bank has 11 members on the Board. Dr. P. J. Nayak is the Chairman and Managing Director
of the Bank. The members of the Board are:
NAME DESIGNATION
Dr. P.J. Nayak Chairman & Managing Director
Shri Surendra Singh Director
Shri N.C. Singhal Director
Shri A.T. Pannir Selvam Director
Shri J.R. Varma Director
Dr. R.H. Patil Director
Smt. Rama Bijapurkar Director
Shri R.B.L. Vaish Director
Shri S.B. Mathur Director
Shri M.V. Subbiah Director
Shri Ramesh Ramanathan Director
MISSION AND VALUES:
OUR VALUES:
 Customer Service and Product Innovation tuned to diverse needs of individual and
corporate clientele.
 Continuous technology upgradation while maintaining human values.
 Progressive globalization and achieving international standards.
 Efficiency and effectiveness built on ethical practices.
CORE VALUES:
 Customer Satisfaction through
o Providing quality service effectively and efficiently
o "Smile, it enhances your face value" is a service quality stressed on
o Periodic Customer Service Audits
 Maximization of Stakeholder value
 Success through Teamwork, Integrity and People.
MAJOR PLAYER IN THE BANKING INDUSTRY:

6. HDFC
HISTORY:
The Housing Development Finance Corporation Limited (HDFC) was amongst the first to
receive an 'in principle' approval from the Reserve Bank of India (RBI) to set up a bank in the
private sector, as part of the RBI's liberalization of the Indian Banking Industry in 1994. The
bank was incorporated in August 1994 in the name of 'HDFC Bank Limited', with its registered
office in Mumbai, India. HDFC Bank commenced operations as a Scheduled Commercial Bank
in January 1995.
BUSINESS SUMMARY:
HDFC Bank Limited offers a range of commercial and transactional banking services, and
treasury products to wholesale and retail customers. It operates in three segments:
 Retail Banking,
 Wholesale Banking,
 Treasury Services.
WHOLE SALE BANKING SERVICES:
The Bank's target market ranges from large, blue-chip manufacturing companies in the Indian
corporate to small & mid-sized corporate and agri-based businesses. For these customers, the
Bank provides a wide range of commercial and transactional banking services, including
 Working capital finance,
 Trade services,
 Transactional services,
 Cash management,
RETAIL BANKING SERVICES:
The objective of the Retail Bank is to provide its target market customers a full range of financial
products and banking services, giving the customer a one-stop window for all his/her banking

7. requirements. The products are backed by world-class service and delivered to the customers
through the growing branch network, as well as through alternative delivery channels like
 ATMs,
 Phone Banking,
 Net Banking
 Mobile Banking.
TREASURY:
Within this business, the bank has three main product areas –
 Foreign Exchange and Derivatives,
 Local Currency Money Market & Debt Securities,
 Equities.
With the liberalization of the financial markets in India, corporate need more sophisticated risk
management information, advice and product structures. These and fine pricing on various
treasury products are provided through the bank's Treasury team. To comply with statutory
reserve requirements, the bank is required to hold 25% of its deposits in government securities.
The Treasury business is responsible for managing the returns and market risk on this investment
portfolio.
ICICI
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

8. 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 non-Japan 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 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.
BUSINESS SUMMARY
ICICI Bank is India's second-largest bank with total assets of Rs. 3,446.58 billion (US$ 79
billion) at March 31, 2007 and profit after tax of Rs. 31.10 billion for fiscal 2007. ICICI Bank is
the most valuable bank in India in terms of market capitalization and is ranked third amongst all

9. the companies listed on the Indian stock exchanges in terms of free float market capitalisation*.
The Bank has a network of about 950 branches and 3,300 ATMs in India and presence in 17
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 Singapore, Bahrain, Hong Kong, Sri Lanka and Dubai
International Finance Centre and representative offices in the United States, United Arab
Emirates, China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia. Our UK
subsidiary has established a branch in Belgium.
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).
SERVICES PROVIDED:
PERSONAL
BANKING: NRI BANKING: BUSINESS BANKING:
 Deposits  Money Transfer  Corporate Net Banking
 Loans  Bank Accounts  Cash Management
 Investments  Property Solutions  Trade Services
 Cards  Insurance  FX Online
 Insurance  Loans  SME Services
 Demat Services  Online Taxes
 Online Services  Custodial Services
 Property Services

10. SBI
HISTORY:
The origin of the State Bank of India goes back to the first decade of the nineteenth century with
the establishment of the Bank of Calcutta in Calcutta on 2 June 1806. Three years later the bank
received its charter and was re-designed as the Bank of Bengal (2 January 1809). A unique
institution, it was the first joint-stock bank of British India sponsored by the Government of
Bengal. The Bank of Bombay (15 April 1840) and the Bank of Madras (1 July 1843) followed
the Bank of Bengal. These three banks remained at the apex of modern banking in India till their
amalgamation as the Imperial Bank of India on 27 January 1921.
Primarily Anglo-Indian creations, the three presidency banks came into existence either as a
result of the compulsions of imperial finance or by the felt needs of local European commerce
and were not imposed from outside in an arbitrary manner to modernise India's economy. Their
evolution was, however, shaped by ideas culled from similar developments in Europe and
England, and was influenced by changes occurring in the structure of both the local trading
environment and those in the relations of the Indian economy to the economy of Europe and the
global economic framework.
SERVICES PROVIDED:
 PERSONAL BANKING:
 AGRICULTURAL BANKING
 CORPORATE BANKING
 NRI BANKING

11. 7P FRAME WORKIN AXIS BANK:
Once the marketing strategy is developed, there is a "Seven P Formula" that should be used to
continually evaluate and reevaluate your business activities. These seven are:
 Product,
 Price
 Promotion
 Place
 Process
 Positioning
 People.
As products, markets, customers and needs change rapidly, company must continually revisit
these seven Ps to make sure you're on track and achieving the maximum results possible for you
in today's marketplace.
SAVINGS ACCOUNT:
Description of Charges Regular Savings Account
Minimum Average Quarterly
Balance
Rs 5000 (urban),
Rs 2500(Semi Urban),
Rs 1000 (Rural branch),
Rs 500 (student account)
Charges on non maintenance
thereof
Rs750 per quarter(urban &semi
urban)
Rs 500 (Rural branch),
Rs 250 (student account)
Cheque Book, Pass Book Issuance Free
Account Statements Free
Phone Banking and Net banking Free
.

12. FIXED INCOME
 Investment Plans:
Investors can choose from cumulative and non-cumulative bond options.
 Interest Rate:
Bonds will bear interest @ 8.00% per annum and are payable half-yearly.
 Minimum Investment Amount:
The Bonds will be issued for a minimum amount of Rs 1,000 (face value) and in
multiples thereof.
 Maximum Investment Amount:
There is no upper limit for investment in the Bonds.
 Maturity:
The Bonds shall mature on the expiration of six years from the date of issue.
 Taxation:
Interest on the Bonds will be taxable under the Income Tax Act, 1961 as applicable
according to the relevant tax status of the Bonds holder. Presently there is no tax
deduction at source at the time of interest payment.
EMPLOYEE PRODUCTIVITY:
ITEM 2005-06 2006-07 2007-08 2008-09 2009 -10
Private
Bank Avg
All Bank
Avg
2009-10 2009 - 10
No. of offices 112 137 185 250 348 259 680
No. of employees 1721 2338 3447 4761 6553 4189 10458
Business per employee (in
Rs. lakh) 896 926 808 1021 1020 677 423.74
Profit per employee (in
Rs. lakh) 7.79 8.22 8.07 8.02 8.69 4.6 2.84

13. From the above data it is clearly evident that Axis bank is growing at a good rate as there number
of branches are also increasing along with the increase in the employee also showing the
environment provided by Axis bank. Its profit per employee is also showing a positive trend and
is above the average of both the private bank and the all the bank category.
It provides challenging and exciting growth opportunities for its employees in order to push the
employees unleash their maximum potential. One of the key features of any growing business is
the recruitment and retention of human resources. During the year, a major challenge was the
retention of manpower, given the current buoyancy in the

14. Indian economy as also the lucrative opportunities available for skilled personnel in the growing
financial services sector. The Bank has generally successfully managed the important challenge
of acquisition of talent to keep pace with the rapid network expansion, and the demands of
specialized businesses. The Bank has been successful in achieving this, with the staff
complement increasing by 1,792 during the year from 4,761 at end-March 2005 to 6,553 at end-
March 2006. Training is an area of continuing focus for the Bank in order to ensure that its
professionals are equipped to maintain high standards of customer service.
The scope of training is continually improved and refined in consultation with business groups.
The training system in the Bank focuses on upgrading the professional skills of each individual
employee through classroom sessions, outbound training, and in-house and external domain
skills programmes.

15. Amongst the significant retention tools is a well-structured performance-linked scheme of
variable pay and employee stock options to all employees across grades and functions.
Continuous training, the opportunity to work on challenging tasks, and job rotation are part of
the Bank’s talent retention strategy.
DETAILED DESCRIPTION OF PRODUCTSAND SERVICES:
PERSONAL ACCOUNTS:
 PRIME SAVINGS ACCOUNT
Axis Bank, we have always strived to pace our products with the growing needs of our
customers. The Prime Savings account has therefore been created with your specific
financial requirements in mind.
 Wider Accessibility: 500 branches and one of the largest ATM networks in
India.
 Greater Convenience: International Debit Card with withdrawal limit of Rs
40,000 per day facilitating transfer of funds, deposits of cash/cheques and
payment of insurance premium (LIC).
 More Comfort: 24 hr Internet Banking and Tele Banking services
 Enhanced Privileges: provide you a passbook and monthly statement of account
to keep you updated on all your transactions
 Added Speed: 'At Par' cheque facility, you have the unique advantage to encash
your cheques as a local cheque at more than 330 centers where the bank has a
presence at no extra cost
Other Accounts in this category:
 SALARY POWER
 SMART PRIVILEGE ACCOUNT
 SENIOR PRIVILEGE
 PENSION SAVINGS ACCOUNT
DEPOSITS
 Fixed Deposits

16. Axis Bank offers a simple reinvestment Fixed Deposits (at very competitive interest
rates), which can be opened with a minimum investment of Rs 10,000.
 Reinvestment Deposits:
In a reinvestment deposit, the interest accrued to your deposit at the end of each quarter
is invested along with the principal. The tenure of your deposit must be a minimum of 6
months.
 Automatic Rollover:
As a Fixed Deposit holder, you can avail of the facility for automatic rollovers on
maturity (for both the principal and interest). You can select this option in the Account
Opening Document (AOD). The options available are:
 RECURRING DEPOSITS
 Power of compounding
Axis Bank's Recurring Deposit scheme will allow you with an opportunity to build up
Your savings through regular monthly deposits of fixed sum over a fixed period of time.
Features:
 Recurring deposits are accepted in equal monthly installments of minimum
Rs 1,000 and
 Above in multiples of Rs 500 thereafter. The fixed number of installments for
which a
 Depositor can opt are 12, 24, 36, 39, 48, 60, 63, 72, 84, 96, 108 and 120 months.
Transfer of Accounts - a recurring deposit account can be transferred from one office of
the Bank to another branch.
 Encash 24
The ENCASH 24 (Flexi Deposits) gives you the liquidity of a Savings Account coupled
with high earnings of a Fixed Deposit. This is achieved by creating a Fixed Deposit

17. linked to your Savings Account providing you the following unique facilities.
LOANS
POWER HOUSE:
Axis Bank's Power Home puts an end to your Real Estate troubles.
Features:
 Attractive interest rates
 Balance Transfer facility
 Doorstep service
 Option to choose from floating rate or fixed rate Free Property & Personal accident
insurance.
PERSONAL POWER:
Features:
 Loans for salaried and self employed individuals
 Special loans for doctors, chartered accountants, engineers, architects, CS and ICWA .
 Loans are available from Rs 50,000 to Rs 20 lacs
 Repayment tenures from 12 to 60 months
 Attractive interest rates Free personal accident insurance cover with personal loan
 Loans can be used for any purpose with no questions asked regarding the end use of the
loan A balance transfer facility available for those who want to retire any higher cost
debt Loans available against repayment track record of any existing auto, personal or
home loan Loans available against proof of life insurance policy or premium receipts
 Zero balance SB account facility for personal loan customer’s Simple procedure,
minimal documentation and quick approval.
ASSET POWER (Loan Against Property)
A take-over of your existing loan with refinancing is also possible with Asset Power.

18. Features
 Attractive interest rates
 Balance Transfer facility available with additional finance
 Doorstep service
Four products under Asset Power
 Loan against property - Residential
 Loan against property - Commercial
 Loan for purchase of commercial property
 Take-over of existing loan with additional refinance (Balance Transfer)
 Lease Rental Discounting (LRD)
CORPORATE BANKING
 Working Capital Finance
. These products are designed to ease the liquidity position of the client and come with a
number of other facilities such as Internet Banking, Phone Banking etc.
 Trade Services
Axis Bank has emerged as one of the leading banks in providing trade finance services,
providing a gamut of products for both exports and imports, with dedicated Front-Desk
and Specialists, speedy processing of documents and provide comprehensive and timely
MIS.
 Structured Finance
Axis Bank provides tailor made solutions to meet our clients' requirements, while
mitigating the credit and price risk at the same time.
 Supply Chain Management
Axis Bank provides integrated commercial and financial solutions to the supply and
distribution channels of a corporate. The products are designed to add value to supply and

19. distribution channels by providing unique solutions to meet their working capital
requirements.
CAPITAL MARKETS
Debt Solutions
Axis Bank is a leading provider of debt solutions in the form of bond or debenture issuances and
loan syndication. The Bank has successfully managed various debt issuances of mid and large
size which includes plain vanilla loans or bonds, and structured term loans to meet the specific
requirements of the clients and the projects. The Bank is the largest bond house in the country
and has been ranked first in respect of various domestic and international league tables in respect
of domestic debt issuances.
Equity Solutions
We are SEBI registered Category I Merchant Banker. The Bank's Capital Markets Department
has developed significant expertise in the area of public or rights issue management, private
placement of equity, overseas fund raising through FCCB and GDR and debt syndication.
The Bank has acted as Lead Book Running Managers, co-arrangers and advisors to a number of
equity issuances or offers.
Trusteeship Services
Axis Bank Ltd. is a SEBI registered Debenture Trustee in the business of Debenture Trusteeship,
Security Trusteeship, Monitoring Agency and Facility Agency and predominantly acts as Trustee
to privately placed debt issuances, domestic borrowings and external commercial borrowings.
At present the aggregate value of the Trusteeship portfolio is approximately Rs 1, 00,000 crores.
The Trusteeship Group presently services over 150 clients including leading public and private
sector corporate as well as Banks and Financial Institutions including international funding
agencies in respect of various debt instruments issued within the country and also for various
secured Foreign Currency Convertible Bonds and External Commercial Borrowings.
EDepository Services
With the introduction of settlement on T+2 basis, instruction for delivery of securities to broker's
account is required immediately after sale of securities. Hence time available for submission of
delivery instructions is limited. Axis Bank now permits submission of delivery instructions in

20. electronic form using Internet based service called Speed-e. Physical delivery instructions need
not be submitted in case you are submitting the instructions on Speed-e.
CAPITAL MARKET FUNDING:
Axis Bank is a clearing bank for following exchanges:
 National Stock Exchange of India Limited (NSE)
 The Stock Exchange, Mumbai (BSE)
 National Commodity and Derivative Exchange (NCDEX)
 Multi Commodity Exchange (MCX)
 All the Settlement related activities for these exchanges are carried out through its Capital
Market Division, Fort Branch, and Mumbai.

COMPETETIVE ANALYSIS AND ADVANTAGES OF AXIS BANK:
Below in the table is shown a comparative analysis of AXIS Bank with the other major players
in the banking industry.
Bank
No of No of
Business
Per
Profit
Per
Capital
Reserves Interest
Deposits Investments
Branches Employees Employee employee
&
Surplus Income
ICICI 563 24479 905 10 22556 13784 165083 717547
HDFC 515 14878 758 7.39 5300 4475 55797 28394
AXIS/UTI 348 6553 1022 8.69 2886 2889 40114 21527
YES 6 4189 677.86 8.56 573 190 2910 1350
Kotak
Mahindra 78 3597 352 4.15 865 694 6566 2856
DATA: 2005-2006

21. From the above data it is clear that AXIS bank is among the top three private players in the
banking industry.
The above doughnut clearly indicates that the branches of the Axis bank is increasing
Business per employee of Axis bank and its competitors.

22. Comparison of capital reserves and surplus and interest income of Axis bank and its competitors.
Comparison of Deposits and investments of Axis bank and its competitors.
JOB RESPONSIBILITIES OF A MANAGER
Job description
A banker is responsible for establishing and maintaining positive customer relationships,
planning and delivering effective sales strategies and monitoring the progress of new and
existing financial products. Bankers may work as managers in high street branches providing
operational support on a day-to-day basis, or in more specialized posts in corporate or
commercial departments at area, regional or head offices.
Banks operate in a fiercely competitive marketplace where change is common. Products and
services offered have to develop to satisfy the expectations and demands of customers and
working with staff and customers to achieve targets has become a very major part of the role.
Typical work activities
Responsibilities and work activities may vary between retail and corporate and commercial
banking. Most retail bankers work in high street branches, dealing with both private and
corporate customers, while some work in regional or head offices. Bankers who work with

23. commercial or corporate customers may be based in branches or may work from specialized area
or regional offices.
Bankers who have area and regional responsibilities adopt a strategic role and, whilst retaining
overall accountability for service and product delivery, usually delegate supervision of day-to-
day operations to staff in branch outlets.
Responsibilities for both retail and corporate and commercial bankers may include:
 implementing the delivery of sales strategies and targets and motivating employees to
meet these;
 establishing and maintaining effective relationships with new and existing customers,
establishing their needs and advising on the suitability of services;
 visiting business customers and attending meetings and conferences with them and other
professionals;
 managing and supporting staff and facilitating appropriate continuing professional
development (CPD);
 communicating, implementing and monitoring compliance with corporate standards and
procedures;
 processing data to produce accurate facts, figures and reports;
 evaluating new and renewal lending proposals, negotiating terms with customers and,
where appropriate, submitting proposals to the credit department for approval;
 checking accounts and initiating action if they are overdrawn without arrangement or are
in excess of agreed arrangements;
 assuming overall accountability for products and services, such as consumer lending,
current account transactions, unsecured loans, overdrafts, credit cards and personal loans;
 networking with appropriate professionals;
 Representing the bank within the wider community.

24. MAJOR COMPETITORSAND THEIR MARKET SHARE:
Name of the Bank
Market Cap
Total
Asset Net Sales Net Profit
All values in Cr
ICICI BANK 99,998.52 560,607.22 22,994.29 3,110.22
HDFC BANK 39,473.02 141,941.13 6,889.02 1,141.45
AXIS BANK 22,071.89 119,388.42 4560.4 659.03
KOTAK MAHINDRA 26,041.18 30,866.31 1354.1 141.37
YES BANK 5,220.60 6,728.34 190.18 55.32
JK BANK 3,668.88 49,435.44 1,899.33 274.49
FEDERAL BANK 2,987.01 34,371.98 1,436.53 225.21
KARNATAKA BANK 2,262.76 27,445.55 1,256.25 177.03
CENTURION BANK 6,002.76 31,711.06 1,256.25 121.38
INDUS IND 1,624.63 30,039.04 1,188.28 38.81
Comparison of these top 10 private banks :
On the basis of their market Capitalization

25. On the basis of their Total Assets:
On the basis of their Net Profit:

26. On the basis of their Sales:
ATM:
The Bank has also continued its earlier pioneering efforts in persuading other banks to participate
in ATM sharing, and presently offers the largest available access to over 18,000 ATMs in the
country to its customers, based on alliances with other banks and multi-bank shared payment
Networks. The Bank has also provided value additions on its versatile ATM machines, including
LIC premium payment and telephone bill

27. payments
for service providers like MTNL and BSNL, as also mobile banking services and mobile refill
facilities for Airtel, Hutch, Orange and Idea cellular service providers. The Bank has tied up with
UTI Mutual Fund to launch a new service that will help customers of the Bank to subscribe as
well as redeem UTI Mutual Fund schemes through the Bank’s nationwide network of 1,891
ATMs.
The Bank’s future thrust is on:
 marketing approach
 product innovation
 risk management systems
 Financial Advisory
 Rigorously designed back-office processes contribute to the strength of the Bank’s retail
lending strategy
 Wealth Advisory Services
INTERNATIONAL BANKING
The Bank continued to provide a business focus on tapping business from the NRI community
by offering a wide range of banking, investment and advisory services to them. During the year,
the aggregate NRI deposits grew by 48.37% from Rs. 1,134.87 crores to Rs.1, 683.84 crores with
the NRI savings bank balances growing by 115.90% from Rs. 295.79 crores to Rs. 638.60 crores.

28. During the same period, the number of savings bank NRI accounts grew by 82.61% from 27,018
to 49,337. The accelerated growth, both in terms of account acquisition and savings bank
balances of NRI business, is attributable to
 Initiatives that have focused on deepening of existing relationships and a simultaneous
expansion of the customer base, driven by alliances with various banks and exchange
houses in the Gulf region.
 The Bank has also partnered with the Ministry of Overseas Indians to offer an Internet
based electronic remittances portal to facilitate remittances from NRIs. The portal also
provides information services relating to investments in financial markets, tax
consultancy and investments in real estate.
 Globalisation of financial markets across economies and the significant increase in
international trade in recent years provides opportunities for the Bank to render banking
and related services through a presence in overseas centers.
Keeping this in view, the Bank has embarked on an active international expansion programme in
key Asian markets.
 The Bank has since received a license and set up a branch in April 2006 in Singapore.
This Bank’s first overseas branch.
 The Bank has also obtained the necessary approval from the regulators in China for
setting up a Representative Office in Shanghai and is now in the process of completing
the related formalities for opening an office.

29. CONCLUSION
The banking industry in India is facing the challenges on deposit mobilization
front, because of the severe competition from various financial institutions and
public corporations.
Axis Bank today services a growing customer base of more than 5 million
customer accounts and 5 million bondholders’ accounts through a multi-channel
access network. This includes over 1485 branches and extension counters,
4816ATMs, call centres and Internet banking. Bank renders personalized services
and the present emphasis in marketing is customer satisfaction. They believe in
customer satisfaction in every possible way. They are focused on quality of
products and services rather than quantity of products and services.
This project has given me an insight as to how Bank should market their products
in the right way by overcoming all the difficulties like a suitable location,
advertising etc.

30. BIBLIOGRAPHY
BOOKS REFFERED:
 Philip Kotler (Eight Edition), “ Marketing Management
 T.N Chhabra , Human Resource Management
WEBSITES REFFERED:
 www.wikipedia.com
 www.axisbank.com
 www.google.co.in

31. Objective of the study
 A Study of Promotional Policies of Axis Bank.
 To study about the factors that affects the customer overall perception towards public sector
and private sector bank.
Research Methodology
This chapter describes the research methodology adopted to achieve the objectives of the
study. It includes the scope of the study, research design, collection of data, analysis of data
and limitations of the study.
Scope of the study
The scope of the study is to get the first hand knowledge about the consumer behavior
of public sector banks and private sector banks in Sagar. The scope is restricted to study the
factors affecting the satisfaction of consumers while availing the services in banks in Sagar. This
is done to avoid perceptual bias and for providing objectivity to the study.
Research Design
The research design constitutes the blueprint for the collection, measurement and
analysis of data. It is the strategy for a study and the plan by which the strategy is to be carried
out.

32. The research design of the project is causal as it formulates which variable are the cause (IV)
and which variable are the effect (DV) associated with the population using banking services.
Causal research used to evidence of cause and effect relationship.
Data Collection
Primary Data
Primary data is that data which is collected for the first time. It is original in nature in
the shape of raw material. For the purpose of collection of primary data, a well structured
questionnaire was framed which was filled by the respondents. The questionnaire comprises of
close ended questions. In close ended questions dichotomous, ranking, nominal’s scale,
checklist questions and multiple choice questions are used.
Sampling design:
Sample size: 30 people were surveyed.
Sampling Area: Sagar M.P.
Sampling technique: a probability sampling technique named stratified sampling has been used
in the research.

33. Limitations of the study
Sincere efforts have been made to collect authentic and reliable information from
respondents, however the report is subject to following limitations:
i. Some respondents were reluctant to give the information, so their responses may be
biased.
ii. Study was conducted in Sagar only. So the results of the study may not be applicable in
other areas.
iii. The factors which are taken in this research is not only the base to judge the consumer
behavior, some other psychological factors may slightly impact on the same.

34. Finding and Conclusion
Since our sample was collected from Sagar, majority of the respondents were students mainly
in the age group of 18-25.Most of the respondents used private banks instead of government
banks.SBI scored the highest when it came to acquaint oneself with saving account pattern in
banks ,closely followed by ICICI.As far as number of transactions and visit to the bank is
concerned in one month, majority of them used it more than 7 times .As far as financial services
are concerned, majority of them used it.
Private banks clearly scored over government banks when it came to facilities, ATM availability,
satisfaction with value added service and perceives it to be a value for money proposition when
it came to choosing private banks.
So, from the findings of the survey we have done, it can be concluded that customers in this
new era does not take whatever is offered to him/her. Rather it is the customer who decides
the fortune of any company by deciding what company should offer them customers have
certainly become the king.
It has become quite clear that banks have become an important part in every respondent’s life.
Most of them chose private banks as they believe it to be a better value proposition in terms of
better facilities, ATMavailability, value added services etc. It was also seen from the survey that
age also played an important role in deciding which banks to choose, normally people with age
above 35and above showed brand loyalty with banks like SBI probably because of better brand
image and past experience. Thus, it can be clearly said that age, value, availability, price,
product, service played an important role in deciding which bank to chose.