Comparative analysis of products & services of Axis Bank with its competitors

SUMMER INTERNSHIP PROJECT REPORT
AT
AXIS BANK LTD.
A Project Report Submitted In Partial Fulfillment of the Requirements
For The Award of the
POST GRADUATE DIPLOMA IN MANAGEMENT
TO
RAMAIAH INSTITUTE OF MANAGEMENT
BY
SUPRIYA MONDAL
REG.NO. 181150
BATCH 2018-20
Under the guidance of
Prof. Mallieswari R
NEW BEL ROAD, BANGALORE-560054
July 2019

CERTIFICATE
This is to certify that the Project Report undertaken by Supriya Mondal
(181150) Conducted at AXIS BANK LTD. Submitted in partial fulfillment of the
requirements for the award of the
TO
Is a record of bonafide internship carried out under my supervision and
guidance. He has attended the required guidance sessions held. This report
has not been submitted for the award of any other degree/diploma/fellowship
or similar titles or prizes.
Guide’s Signature:
Name: Mallieswari R
Qualification: M.Sc., M.Phil., MBA

STUDENT’S DECLARATION
I hereby declare that the Project Report conducted at AXIS BANK LTD., Durgapur
branch
Under the guidance of Prof. Mallieswari R
Submitted in Partial fulfillment of the requirements for the
TO
is my original work and the same has not been submitted for the award of any
other Degree/Diploma/Fellowship or other similar titles or prizes
Signature of the Student
Place: Bangalore STUDENT NAME: SUPRIYA MONDAL
Date: Reg. No.: 181150

ACKNOWLEDGEMENT
I extend my special gratitude to our Dean Dr. H. Muralidharan, Academic
Head Dr. Savitha Rani Ramachandran for inspiring me to take up this project
and also for their able guidance and support in completing this internship.
I wish to acknowledge my sincere gratitude and indebtedness to my project
guide Prof. Mallieswari R of RAMAIAH INSTITUTE OF MANAGEMENT,
Bangalore for her valuable guidance and constructive suggestions in the
preparation of project report.
STUDENT NAME: SUPRIYA MONDAL
Register Number: 181150

Table of Contents
Chapter Contents Page No.
1 Chapter I – Industry Analysis 1
1.1 introduction 2
1.2 History 2
1.3 Growth of Banking Sector 3
1.4 Indian Banking Sector 4
1.5 Indian Banking System 4
1.6 Government Initiatives 7
1.7 Negotiable Instrument Act 7
1.8 Major Players 8
1.9 Porter’s 5 Force Model 10
2 Chapter II– Company Analysis 13
2.1 Introduction 14
2.2 Evolution 14
2.3 Business Description 15
2.4 Corporate Profile 15
2.5 Subsidiaries 16
2.6 Promoters 16
2.7 Capital Structures 17
2.8 Distribution Network 17
2.9 Mission 17
2.10 Vision and Values 17
2.11 Business Overview 18
2.12 Marketing Department 22
2.13 Human Resource Department 24
2.14 Finance Department 27
2.15 Compotators 28
2.16 Board of Directors 30
2.17 Axis Bank Products and Services 30
2.18 SWOT Analysis 36
3 Chapter III- Roles and Responsibilities 37
3.1 Introduction 38
3.2 Role and Responsibilities 38
3.3 Description of tasks handled 39
3.4 Contribution to the Organization 39
4 Chapter IV- Analysis of Research Undertake 41
4.1 Description of The Study 42
4.2 Review of Literature 42
4.3 Research Design 43
4.4 Data Analysis 44
4.5 Findings 63
4.6 Conclusion 64
4.7 Suggestions 64
Bibliography
Annexure I
Annexure II

Table of Figures
Chapter No Title Page No
CHAPTER -I 1.5 Indian Banking System 4
1.9 Porter's 5 Forces Model 10
CHAPTER -II 2.1 Introduction 14
2.2 Evolution 14
2.4 Corporate Profile 15
CHAPTER-III 3.4 Flow Chart of the Tasks Handled 39
CHAPTER -IV Chart 1: Bar Graph Representing the Age Factor of
Sample Population
45
Chart 2: Pie Chart Representing the Gender of
Sample Population
46
Chart 3: Pie Chart Representing the Qualification of
Sample Population
47
Chart 4: Pie Chart Representing the Occupation of
Sample Population
48
Chart 5: Bar Graph Representing the Income Per
Month of the Respondents
49
Chart 6: Bar Graph Representing the Type of
Account Holding by the Respondents in AXIS
Bank
50
Chart 7: Bar Graph Representing the Channel
Respondents Use to Access Their Account 51
Chart 8: Bar Graph Representing the Respondents
Having Other Bank’s Account Except AXIS Bank 52
Chart 9: Bar Graph Representing the Respondent’s
Response About Easy Access of Branch and ATM 53
Chart 10: Bar Graph Representing the
Respondent’s Response About Flexibility in it’s
Product
54
Chart 11: Bar Graph Representing Respondent’s
Response About Better Service Provide Regarding
Transaction
55
Chart 12: Bar Graph Representing Respondent’s
Response About Area of Improvement in AXIS
Bank
56
Chart 13: Subdivided Bar Graph Representing
Respondent’s Agree and Disagree About Following
Statement
58
Chart 14: Multiple Bar Graph Representing
Features/Attributes Respondent’s Expect While
Opening an Account
60
Chart 15: Subdivided Bar Graph Representing
Overall Satisfaction of The Respondents Regarding
Bank Product and Services Provided by AXIS Bank
62

EXECUTIVE SUMMARY
The report contains the organizational study done at AXIS Bank. I had perused summer
internship project in Retail Banking department of AXIS Bank on the topic "Comparative
analysis of products & services of AXIS BANK with its competitors".
The retail banking environment has undergone major changes. Retail banking customers are
much more active than they were a decade ago. Customers are demanding more customized
products and services. This has imposed significant new demands on retail banks. With a view
to attaining an increasingly significant position in the growing retail financial services sector
in the country, banks have continued to provide a sustained thrust to retail banking through a
continuously expanding network and a growing sales force with customer relationship skills,
that has enabled the distribution of a wide range of products to a fast expanding customer base.
The report gives an overview of the Retail banking products offered at AXIS Bank, the security
measure of the bank, guidelines by RBI, Negotiable Instruments ACT, recently launched
government schemes, etc.
The methodology adopted for the study was through a structured questionnaire, which is
targeted to the different customer in Durgapur , West Bengal. For this purpose, sample size of
50 was taken. The data was collected from the various customers of AXIS Bank , then it was
analysed thoroughly and presented in the form of charts and tables. AXIS Bank must advertise
regularly and create brand value for its products and services. Most of its competitors like
ICICI, HDFC, Kotak Mahindra and nationalized banks use television advertisements to
promote their products. The Indian consumer has a false perception about private banks – they
feel that it would not safe. Safety and returns are the two main reasons people invest in banks.
This report also provide awareness to customers about different types of products and services
offered by AXIS Bank
Every new recruit is provided with extensive training on the products of AXIS Bank. This
training enables an advisor/sales manager to market the policies better. The company should
try to create awareness about itself in India. With an improvement in the sales techniques used,
a fair bit of advertising and modifications to the existing product portfolio, AXIS Bank would
be all set to capture the banking market in India as it has around the globe.

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1.1INTRODUCTION
A bank is a financial organization and a financial intermediary that takes deposits and use
those deposits for loaning to borrower, either giving loan directly or indirectly through
capital markets. A bank can be defined as an organization that takes deposits, give loans,
pays checks, and also provides different financial services. A bank is a financial
intermediary for the safeguarding, square transferring of funds, exchanging, or lending of
money. A primary role of banks is channelizing those with funds, like investors and
depositors, to those seeking funds, like individuals or businesses needing loans. A bank is
the network between customers that have capital deficits and customers with capital
surpluses.
Banks distribute the medium of exchange. Banking is a business. Banks sell their services
to earn money, and they must market and manage those services in a competitive field.
Banks are financial intermediaries that safeguard, square transferring of funds, exchange,
and lend money and like other businesses that must earn a profit to survive. Understanding
this fundamental idea helps you to understand how banking systems work, and helps you
understand many modern trends in banking and finance.
1.2HISTORY
The first bank in India, through conservative, was established in the year of 1786. From
1786 till today, the journey of Indian banking system can be segregated into three
segregated into three distinct phases. They are as mention bellow
• Phase 1- Early phase from 1786 to 1969 of Indian bank
• Phase 2- Nationalization of Indian banking sector and up to 1991
• Phase 3- Indian financial and banking sector reforms after 1991
1.2.1 PHASE 1
The general bank of India was set up in the year 1786. Next come back of Hindustan
and Bengal bank.
• BANK OF BENGAL (1809)
• BANK OF BOBBAY (1840)
• 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 shareholder banks, mostly Europeans shareholders.
1.2.2 PHASE 2
Second phase of nationalization Indian banking sector reforms was carried out in 1980
with seven more banks. This step brought 80% of banking segment India under
government ownership. The following are the steps taken by government of India to
regulate banking institution in the country.

3
• 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 guarantee corporation
• 1975: Creation of regional rural banks
• 1980: Nationalization of seven banks with deposits over 200 crocs
1.2.3 PHASE 3
This phase has introduced many more products and facilities in the banking sector in
its reforms measure. In 1991, under the chairmanship of M. Narasimhan, a committee
was setup by his name which worked for the liberalization of banking practice.
The country is flooded with foreign bank and their ATM sections. Efforts are being put
to give satisfactory service to customers. Mobile banking and ned banking are
introduced. The entire system become more convenient and swifter. The financial
system of India has shown a great deal of resilience. It is sheltered from any crisis
triggered by an external micro economic stock as other east Asian countries suffered.
This is all due to flexible exchange rate regime, the foreign reserves are high, the capital
amount are not yet fully convertible, banks and their customers have limited foreign
exchange exposure.
1.3GROWTH OF BANKING SECTOR
In the cutting-edge sense, began in the most recent many years of the eighteenth century.
Among the principal banks were the Bank of Hindustan, which was set up in 1770 and
sold in 1829– 32; and the General Bank of India, set up in 1786 however flopped in 1791.
The biggest bank, and the most established still in presence, is the State Bank of India
(S.B.I). It began as the Bank of Calcutta in June 1806. In 1809, it was renamed as the Bank
of Bengal. This was one of the three banks established by an administration government,
the other two were the Bank of Bombay in 1840 and the Bank of Madras in 1843. The
three banks were converged in 1921 to frame the Imperial Bank of India, which upon
India's autonomy, turned into the State Bank of India in 1955. For a long time, the
administration banks had gone about as semi national banks, as did their successors, until
the point when the Reserve Bank of India [5] was built up in 1935, under the Reserve Bank
of India Act, 1934.
In 1960, the State Banks of India was given control of eight state-related banks under the
State Bank of India (Subsidiary Banks) Act, 1959. These are presently called its partner
banks. [6] In 1969 the Indian government nationalized 14 noteworthy private banks, one
of the huge bank was Bank of India. In 1980, 6 more private banks were nationalized. [8]
These nationalized banks are the lion's share of moneylenders in the Indian economy. They
rule the saving money division due to their substantial size and across the board organizes.

4
1.4INDIAN BANKING SECTOR
Without a sound of effective system in India it cannot be a healthy economy. The banking
system of India should not only be hassle free but it should be able to meet new challenges
posed by the technology and other external and internal factor. For the past three decades
India’s banking system has several outstanding achievements to its credit. The most
striking is its extensive reach. It is no longer confined to only metropolitans or
cosmopolitans in India. In fact, Indian banking system has reached even to the remote
corners of the country. This is one of the main reasons of India’s growth process.
As indicated by the Reserve Bank of India (RBI), the managing an account division in
India is sound, satisfactorily capitalized and all around controlled. India is one of the main
10 economies globally, with huge potential for the managing an account segment to
develop. With the possibility to wind up the fifth biggest saving money industry on the
planet by 2020 and third biggest by 2025, as per KPMG-CIN report, India's managing an
account and facial segment is extending quickly. The new standards of Reserve Bank of
India's (RBI) will give incentives to banks to spot potential terrible credits and make
remedial strides that will check the acts of unreliable borrowers
The Indian Banking industry is at present worth's. 81 trillion (US $ 1.31 trillion) and banks
are presently using the most recent technologies like internet and cell phones to complete
exchanges and communicate with the majority.
1.5INDIAN BANKING SYSTEM
1.5.1 CENTRAL BANK
A national bank works as the pinnacle controlling establishment in the managing an
account and money related arrangement of the nation. It works as the controller of credit,
broker's bank and ado appreciates the restraining infrastructure of issuing money for the
benefit of the administration. A national bank is typically control and frequently claimed,

5
by the administration of a nation. The Reserve Bank of India (RBI) is such a bank inside
India
.
1.5.2 SCHEDULE COMMERCIAL BANK
It operates for profit. It accepts deposits from the public and extends loans to the
households, the firms and the government. The essential characteristics of commercial
banking are as follows:
• Acceptance of deposits from public.
• For lending or investment
• Repayable on demand or lending or investment
• Withdrawal by means of an instrument, whether a cheque or otherwise
v PUBLIC SECTOR BANKS
Public Sector Banks (PSBs) are those banks where majority of stakes fi with the
Government. All these PSBs are listed on stock exchanges. Central Government
entered banking industry with the nationalization of Imperial Bank of India in 1955,
then in 1969 14 major banks were nationalized and in 1980 4 more bank were
nationalized.
To Name a few PSBs: State Bank of India and is subsidiaries, Bank of India, Bank of
Baroda, Bhartiya Mahila Bank, Central Bank of India, etc.
The objectives behind nationalization where:
• To break the ownership and control of banks by a few business
• To prevent the concentration of wealth and economic power
• To mobilize savings from masses from all parts of the country
• To cater to the needs of the priority sectors
v PRIVATE SECTOR BANKS
Private Sector Banks in India is made up of private and public banks. But the greater
part of stake is in the hand of private shareholders and not with the Government. Private
Banks are categorized as Old and New Private bank.
Old Private banks: These are those banks which were not nationalized during the
process in 1969 and 1980 due to the smaller scale or regional reach only.
Example: thalami Bank, Federal Bank, ING Vysya Bank, Karur Vysya Bank, etc.
New Private Banks: These are the banks which came into operations afire the
liberalization in 1990s. Banking Regulation were amended in 1993 so that new private
banks can enter the Indian Banking industry.
Example: ICICI Bank, AXIS Bank, HDFC Bank, Yes Bank, Development Credit Bank,
Kotak Mahindra Bank, RBL Bank, etc.
But there were certain criteria for the establishment of new private banks which are as
follow: -
• Bank should have minimum net worth of Rs 200 Cr.
• Proprotors should hold an iminium of 25% of paid-up capital
• Within 3 years of the starting of the operations, the bank should offer shares to
public and their net worth rust increase to 300 Cr.

6
v FOREIGN BANKS
With the globalization hitting the world, the concept of banking has changed
substantially. The concept of Foreign Banks has changed the prevailing banking
scenario in India. Banking is now crore of crore customer-friendly, modern technology
have been implemented like mobile banking, mobile application of banks, etc.
Example: HSBC Bank, JP Morgan Chase Bank, Deutsche bank, Standard Charter
Bank, etc.
1.5.3 SCHEDULE CO-OPERATIVE BANK
Larger visit unions are often called cooperative banks. Like credit unions, cooperative banks
are owned by their customers and follow the cooperative principle of one person, one vote.
Unlike credit unions, however, cooperative banks are often regulated under both banking and
cooperative legislation. They provide services such as savings and loans to non-rerefers swell
as to rerefers, and some participate in the wholesale market for hands, Money and even equities.
v URBAN CO-OPERATIVE BANKS
Urban Co-operative Banks are giving banking facility y to grass root persons. As Urban
Cooperative Banks are mostly working in the rural and semi-urban areas, they
understand the genuine commercial needs of the local population in their area of
operation Urban Cooperative Banks help small and medium sized traders,
entrepreneurs, artisans and farmers who are deprived of banking facility as private
sector and commercial banks tap only high profile and successful entrepreneurs
Example: Ahmedabad Mercantile Co-Op Bank, Kakapo Curreri l Coop. Bank, Burrata
Mercantile Co-operative Bank, Saraswat Co-operative Bank, etc.
v RURAL CO-OPTATIVE BANKS
The rural cooperatives are further divided into short-term and long-term structure. The
short-term cooperative banks are three tired operating in different states.
• State Cooperative Banks
• Cooperative Banks
• Primary Agricultural Credit Societies
The long-term structures are further divided into
• State Cooperative Agricultural and Rural Development Banks (SCARDS)
• Primary Cooperative Agricultural and Rural Development Banks (PCARDBS)
1.5.4 DIFFERENT BANKING ACTIVITIES
• Retail banking
• Business banking
• Corporate banking

7
• Private banking
• Remittance
• Investment banking
1.6 GOVERNMENT INITIATIVES
v PRADHAN MANTRI JAN DHAM YOJNA: The scheme has been started with a
target to provide 'universal access to banking facility starting with 'Basic Banking
Accounts" with overdraft facility of 15000 after six months and Rupay Debit card with
inbuilt accident insurance cover of 1 1 lakh and Kisan Card.
v PRADHAN MANTRI SURAKSHA BEMA YOJNA: Accident Insurance Scheme
offering accidental death and disability cover for death or disability because of an
accident.
• A 112/- per annum premium will be deducted from the account holder’s savings
bank account through ‘auto debit’ facility in one instalment.
• In case of accidental death or full disability, payment of 2,00,000/- will be given
to the nominee and in case of partial disability payment of 1,00,000/- will be
given.
v PRADHAN MANTRI JEEVAN JYOTI BIND YOJNA: is a government-backed
Life insurance scheme in India. This scheme will be linked to the bank accounts opened
under the Pradhan Mantri Jan Dham Yajna scheme.
• A premium of Rs 330/- per annum will be deducted from the account holder’s
savings bank account through ‘auto-debit’ facility in one instalment.
• In case of death of policy holder in any case, nominee will receive 2,00,000/-.
Banking is working specifically on the guidelines of the Reserve Bank of India. Out of all the
acts Negotiable Instrument Act is one of the most important act for running of the banking
activities.
1.7 NEGOTIABLE INSTRUMENT ACT
This is an act to define and lay down the law relating to Promissory Notes, Bills of Exchange
or Cheques payable either to bearer or to order.
This act operates subject to the provisions of Sections 31 and 32 of the Reserve Bank of India
Act, 1934. Section 31 of the Reserve Bank of India Act provides that no person in India other
than the RBI or as expressly authorized by this Act, the Central Government shell draw, accept,
make or issue any bill of exchange, hundi, promissory note or engagement for the payment of
Money payable to bearer on demand.

8
1.7.1 TYPES OF NEGOTIABLE INSURANT ARE
• PROMISSORY NOTE: It is an instrument in writing (not being a bank-note or a
currency note) containing an unconditional undertaking, signed by the maker, to pay a
certain sum of Money only to, or to the order of, a certain person or to the bearer of the
instrument.
• BILL OF EXCHANGE: A bill of exchange” is an instrument in writing containing an
unconditional order, signed by the maker, directing a certain person to pay a certain
sum of Money only to, or to the order of, a certain person or to the bearer of the
instrument.
• CHEQUE: is bill of exchange drawn on a specified banker and not expressed to be
payable otherwise than on demand and it includes the electronic image of a truncated
cheque and a cheque in the electronic form.
1.8 MAJOR PLAYERS
The Indian banking sector is an exciting and dynamic one. Here is a list of the top 10 banking
companies in the country, going by market capitalization.
1.8.1 PUBLIC SECTOR BANKS
• State Bank of India
SBI is the second most-valued bank in India, With a market capitalization of about INR
216,128.73 crore and is perhaps the most trusted one, being a state-owned bank. The
bank has established a strong network of over 13,000 branches spread across the nation
and has about 190 foreign offices in 36 countries. Along with HDFC Bank, SBI also
features among the top 50 global banks (going by market capitalization). It is also one
of the largest employers in the country and it provides employment to over 220,000
personnel. SBI manages assets worth about USD 390 billion in all. (to be converted
into INR---- otherwise inconsistent)
• Bank of Baroda
Bank of Baroda is another large PSU bank in India with a market capitalization of about
INR 38601.08 crore. The bank is estimated to have over 38,737 employees and 5193
branches. The Bank of Baroda balances out NRI services with rural and agricultural
finance, With a significant presence in about 25 countries. The Bank of Baroda is one
of the major banking operators in India’s rural sectors.
• Punjab National Bank
Founded in the year of 1894, Punjab National bank is one of the oldest banks in India
and has a market capitalization of about INR 30312.73 crore. Where the most Indian
banks that have their headquarters in Mumbai or Gujarat, the Punjab National Bank has
its headquarters in Delhi . Same as other PSU banks, the bank has a major focus on
agricultural and rural financing but also has a widespread international presence. The
bank has 6081 branches, 8.9 crore customers in India and abroad and a network of 6940
ATMs spread across the country.

9
• Canara Bank
Canara Bank is one of the PSU that has made its mark in the Indian banking sector. The
bank has a market capitalization of about INR 18630.10 crore. Nationalised in the year
of 1976, the bank has established a network of about 3600 branches spread across the
country. With the 7599 ATMs, the bank is among the first PSUs in the country to
emphasise on e-banking and online services. Except commercial banking, Canara Bank
has also become a strong provider of corporate banking services in India.
1.8.2 PRIVATE SECTOR BANKS
• HDFC Bank
By considering market capitalization, HDFC Bank is the largest bank in India. The
market cap of HDFC Bank is pegged at about INR 261,226.94 crore. As of end 2014,
the bank established of a strong network of 3,659 branches in 2,287 cities. To provide
NRI banking, the bank also has overseas branches in Bahrain, Hong Kong, Abu Dhabi,
Kenya and Dubai . HDFC Bank has a customer base of over 28 million and over 11,633
ATMs . It's ranked 45th among the top 50 banks of the world. Employing over 69,065
employees, HDFC Bank is one of the strongest contenders in the private banking space.
• ICICI Bank Limited
ICICI Bank is the third largest entity in the Indian banking sector, with a market
capitalization of INR 184,547.26 crore . ICICI Bank has a customer base of over 2.5
million and established of an extensive network of 4050 branches across the country.
The bank is currently celebrating 60 years of existence, With 12,475 ATMs and assets
worth USD 99 billion. ICICI Bank was formed as a World Bank initiative in 1955.The
The headquarter of the bank in Vadodara, Gujarat and has an international presence in
19 countries. The strength of the bank’s employee was estimated at over 72,000 last
year when it overtook HDFC Bank in terms of people employed.
• Axis Bank
Axis Bank takes its place at the fourth position among Indian banks, With a market
capitalization of about INR 134,685.68 crore. Founded in the year of 1994 as UTI Bank,
Axis Bank now established a network of 2402 domestic branches and 12922 ATMs
spread across the nation. The bank also established seven international offices including
the ones in Hong Kong, Singapore, Colombo, Dubai, Abu Dhabi, and Shanghai. Axis
Bank employs over 37,901 employees and is reported to have net assets worth about
USD 53 billion. Except retail banking, Axis Bank also operates in NRI Services,
Investment banking and treasury operations and corporate banking.
• Kotak Mahindra Bank
Kotak Mahindra Bank, headed by Mr. Uday S Kotak. The bank has a market
capitalisation of INR 109,631.60 crore comes next. Kotak Mahindra Bank is currently
poised for a spectacular growth due to an all-stock merger with ING Vysya Bank. Kotak
Mahindra shall now become the fourth largest private bank in the country in terms of
the business done. The combined banking company will now established a network of
1,214 branches across the country. The bank have an employee strength of about
30,000 after the merger. The combined market capitalisation is estimated to be about
INR 1.25 lakh crore.

10
• IndusInd Bank
Founded in the year of 1994, Hinduja Group owned IndusInd Bank has a market
capitalisation of about INR 50,100.41 crore. The bank employs over 15,500 employees
and has established a network of 638 branches and 1238 ATMs across the country.
IndusInd Bank is known for its strong remittances business, with international offices
in London and Dubai. The bank has an exceptionally strong business base in Mumbai,
Delhi, and Chennai.
• Yes Bank
Yes Bank was incorporated in the year of 2004 by Mr. Rana Kapoor and Mr. Ashok
Kapoor. The bank currently has a market capitalisation of about INR 35,169.20 crore.
With establishment of a strong network of about over 630 branches in 375 cities, and
with over 1150 ATMs spread across the country, Yes Bank is among the fastest
growing banks of India. The bank employs about 12000 employees and has high
ambitions for the years to come.
1.9 PORTER'S 5 FORCES MODEL
The Porter's Five Forces model identifies and analyses five competitive forces that shape every
industry, and also it's helps determine an industry's weaknesses and strengths. These forces are:
• Competition in the industry
• Potential of new entrants into the industry
• Power of suppliers
• Power of customers
• Threat of substitute products
It is Frequently used to identify an industry's structure to determine corporate strategy, Porter's
model can be applied to any segment of the economy to search for profitability and
attractiveness.

11
1.9.1 COMPETITION IN THE INDUSTRY
When a company runs in numerous markets, then it has to develop a separate 5 forces design
for every one of its markets. When more organizations complete for the exact market share,
revenues start to fall. In relation, the company's efforts include motivating people to consume
in fast food restaurants instead of turning to replacements. Porter's work was recognized as
incredibly important in the specialty.
Managing change at banking sector Porters Design is thought about a significant part
planning tool collection. The Porter's 5 forces model is made for market analysis, the goal of
which is to determine the appearance of the industry as a whole in addition to separate
markets within it. This portion of the 5 Forces analysis model suggests that suppliers do not
have a lot of result on Starbucks.
A minimal number of strong purchasers could be in a position to exert considerable control
above a seller. Results from PESTLE analysis permit the business to make sure options in
preparing for the company's future, from the way in which the brand name needs to be
presented to any modifications within the structure of the company's company to the growth
of brand-new products. Within each service, the effect of unique forces will vary.
1.9.2 POTENTIAL OF NEW ENTRANTS INTO AN INDUSTRY
Let's take a look at each of the five forces in a bit more detail to spell out the technique by
which they work. Attempting to apply Managing Change At Axis Bank B Porter's 5 forces to
a specific business instead of a market for a whole is the most frequent error. Supplier power
is high in the event the purchaser isn't cost sensitive and uneducated worrying the product. The
bargaining power of providers is high in case the purchaser doesn't represent a large part of the
supplier's sales. It isn't always basic to specify which force is the crucial one. These
complementary forces may be the federal government or the general public. It cannot find such
forces as the dominant financial aspects in business that relate to supervisory strategy-making.
1.9.3 POWER OF SUPPLIERS
If suppliers are not any stronger, a firm might be in a helpful situation. In such scenarios, the
provider does not are based on business or business. The providers have little bit added
advantages to increase quality and reduction costs. They affect McDonald's in terms of the
company's production capacity based upon the schedule of basic materials. They offer the raw
product needed to provide an excellent or service. The variety of suppliers is very couple of
and they're extremely strong in negotiating rates in the paper market.
1.9.4 POWER OF CUSTOMERS
Whether there are more business taking on one another, the resulting competitive pressure
indicates that prices, earnings and technique is going to be driven by it. In such instance,

12
business depends upon its providers and cannot play them off against each other. It faces
pressure from different rivals, including big multinational companies and small local services.
Services can straddle numerous industries, based on their business lines. 1 company may wind
up having little or no power in its own industry if there's a selection of quality products are
readily available in the market in direct competition with it. During step one, the corporation
should gather details about their industry using the 5 forces as a guide for categorizing this
info.
When purchasers have the ability to affect prices in a service, it develops into an important
aspect to think about for a company. Customers have the choice of just continuing to a different
company quickly. Effective consumers can put in pressure to drive down rates, or increase the
vital quality for precisely the very same rate, and so minimize profits in a company. In addition,
if an item is comparable to its competitor with minimum differentiation, then there are chances
that the business might require to permit the provider dictate terms in order to stop from losing
the client. In truth, a few of these identical store-brand private-label items are made by the big
consumer-products companies.
1.9.5 THREAT OF SUBSTITUTES
As the significant dining establishment chain company in the planet, the business is an
illustration of reliable tactical management, specifically in handling competition in various
markets worldwide. 1 company may end up having little or no power in its own market if there's
a range of quality items are available in the market in direct competition with it. As a business
researches, establishes and prepares to bring a good or service to market, attracting the eye of
potential customer base is of utmost issue. While it does not sound really attractive for
companies to join the airline company company, it's NOT impossible. Business has the
capability to do so through their remarkable channels of circulation and huge buying power.
Effective companies employ experts. When the employing company hasn't offered an income
for work, we look at wage data from related businesses and locations to produce a reasonable
price quote for what you may count on.
Services can straddle numerous industries, based on their company lines. In the calendar year
2012, the company was reported to be the biggest car market on the other side of the world.
The simpler it is for new companies to get in the market, the more cut-throat competition
there'll be.

13
CHAPTER-II
COMPANY ANALYSIS

14
2.1 INTRODUCTION
Axis Bank is India’s third largest private sector bank, with establishment of retail footprint of
over 13,000 ATMs and 2,500 branches across the country. We speared our foreign transaction
operations all over the nine international offices with the branches at Singapore, Hong Kong,
DIFC (Dubai International Financial Centre), Colombo and Shanghai and representative
offices at Dubai and Abu Dhabi. AXIS Bank recently upgraded their representative office in
Shanghai, China to a branch to become the first Indian private sector bank to set up a branch
in China. The overseas subsidiary of the bank, namely Axis Bank UK Ltd. also commenced
banking operations recently. Axis Bank also adjudged the 'Most trusted private sector bank' by
The Brand Equity, Economic Times, Most Trusted Brands survey for the second consecutive
year.
Axis Bank Ltd., is the first bank who begin operations as new private banks in 1994 afire the
Indian Government 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-1)
• Life Insurance Corporation of India (LIC)
• General Insurance Corporation Ltd.
Additionally, with associates National Insurance Company Ltd., The New India Assurance
Company, The Oriental Insurance Corporation and United Insurance Company Ltd.
2.2 EVOLUTION
UTI was established in 1964 by an Act of parliament, neither did the government of India own
it nor contributes any capital. The Reserve Bank of India was asked to contribute one-half of
its initial capital of Rs. 5crores and given the mandate of running the UTI in the interest of the
unit-holders. The SBI and the LIC contributed 15 percent of the capital each and the rest was

15
contributed by scheduled commercial bank which were not nationalized then. This kind of
structure for a unit trust is not found anywhere else in the globe. Again, unlike other mutual
funds and unit trusts, the UTI was not created to earn profits. Later on, in 2002 the UTI was
renamed as AXIS Bank.
2.3 BUSINESS DESCRIPTION
Axis Bank Limited provides a suite of corporate banking and retail banking products. The
Bank's segments include Retail Banking, Corporate/Wholesale Banking, Treasury, and Other
Banking Business. Its Treasury operations include many things like trading operations, equity
and mutual funds, investments in sovereign and corporate debt, derivative trading and foreign
exchange operations on the proprietary account and for customers. Its Retail Banking
constitutes in many things like lending to individuals/small businesses and activities include
liability products, card services, Internet banking, mobile banking and financial advisory
services, among others. Its Corporate/Wholesale Banking also include many things like
corporate relationships not included under Retail Banking, corporate advisory services,
placements and syndication, project appraisals, capital market related services and cash
management services. The Other Banking Business of Axis Bank includes para banking
activities, such as third-party product distribution and other banking transactions.
2.4 CORPORATE PROFILE
Axis Bank has achieved the rank of the third largest private sector bank in India. Axis Bank
provides the total package of financial services to customer segments that cover the Large and
Median-Corporates, Retail Businesses, MSME and Agriculture . The Bank has established a
big steep of 4,050 domestic branches (including extension counters) with 11,801 ATMs &
4,917 cash recyclers spread across the country as on 31st March, 2019. The Bank are spread

16
the foreign transactions operations o over nine international offices with branches at Singapore,
Hong Kong, Dubai (at the DIFC), Colombo and Shanghai; representative offices at Dhaka,
Abu Dhabi, Dubai and an overseas subsidiary at London, UK. The international offices focus
on investment banking, corporate lending, syndication, trade finance and liability businesses.
Axis Bank is known as one of the first new generation private sector banks to have begun
operations in 1994. The Bank was promoted in the year of 1993, jointly by Life Insurance
Corporation of India (LIC), General Insurance Corporation of India (GIC), National Insurance
Company Ltd., Specified Undertaking of Unit Trust of India (SUUTI) (then known as Unit
Trust of India), , The New India Assurance Company Ltd., The Oriental Insurance Company
Ltd. and United India Insurance Company Ltd. The shareholding of Unit Trust of India was
subsequently transferred to SUUTI, an entity established in the year of 2003.
With a balance sheet size of Rs. 8,00,997 crores as on 31st March 2019, Axis Bank has
achieved consistent growth and with a 5-year CAGR (2013-14 to 2018-19) of 16% in Total
Assets, 14% in Total Deposits, 17% in Total Advances.
2.5 SUBSIDIARIES
Axis Bank has set up 11 subsidiaries mainly:
• Axis Capital Ltd. (Formerly Axis Securities and Sales Ltd.) (ACL)
• Axis Securities Ltd (Formerly Enam Securities Direct Pvt Ltd.) (ASL)
• Axis Private Equity Ltd. (APE)
• Axis Trustee Service Limited (ATSL)
• Axis Asset Management Company Ltd. (AAMC)
• Axis Mutual Fund Trustee Ltd (AMTF)
• Axis Finance Ltd.
• A. Trades Ltd. (ATL)
• Axis Bank UK Ltd. (ABUK)
• Freecharge Payment Technology Private Limited (Freecharge)
• Accelyst Solution Private Limited (Accelyst)
2.6 PROMOTERS
Axis Bank is one of the first new generation private sector banks to have begun operation in
the year of 1994. The bank was promoted in the year of 1993, jointly by specified undertaking
of Unit Trust of India (SUUIT) (Then known as Unit Trust of India), Life Insurance
Corporation of India (LIC), General Insurance Corporation of India (GIC), National Insurance
Company Ltd., The Oriental Insurance Company Ltd. The shareholding of Unit Trust of India
was subsequently transferred to SUUTI, an entity established in the year of 2003.

17
2.7 CAPITAL STRUCTURE
The bank has authorized share capital of Rs. 850 crores comprising 4,250,000,000 equity
shares of Rs. 2/- each. As on 31st
March 2018, the bank has issued, subscribed and paid up
equity capital of Rs. 513.31 crores, constructing 2,56,65,38,936 equity share of Rs. 2/- each.
The bank share are listed on the National Stock Exchange of India Limited and BSE Limited.
The GDR issued by the bank are listed on London Stock Exchange (LSE). The bonds issue by
the bank under the MTN programme listed on the Singapore Stock Exchange.
2.8 DISTRIBUTION NETWORK
The bank has large footprint of 4050 domestic branches (Including extension counters) and
11,801 ATMs spread across the country as on 31st March 2019. The bank has spread the
foreign transaction operation of over the nine international offices with branches at Hong
Kong, Dubai (DIFC), Colombo and Songhai; representative office at Dhaka,Abu Dhabi, Dubai
and an overseas subsidiary at London, UK. The international offices focus on corporate
leading, trade finance, syndication, investment banking and liability business.
2.9 MISSION
• Customer service and product innovation tuned to diverse needs of individual and
corporate clientele.
• Continues technology upgrading while maintaining human values.
• Progressive globalization and achieving international standards.
• Efficiency and effectiveness built on ethical practices.
• Customer satisfaction through providing quality service effectively and efficiently
2.10 VISION AND VALUES
To be the preferred financial solutions provider exceling in customer delivery through insight,
empowered enrobes and snort use of technology.
v CORE VALUES
• Customer Centricity
• Ethics
• Transparency
• Teamwork
• Ownership

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2.11 BUSINESS OVERVIEW
An overview of various business segments.
2.11.1 RETAIL BANKING
The Retail Banking segment is continues to be a key driver of the Bank’s overall growth
strategy. It provides a wide array of products and services across deposits, loans, investments
and payment solutions which are delivered through the multiple channels to the Bank’s
customers. Over the years the Bank has developed long-term relationships with its customers
by being their preferred financial solutions partner on account of its excellent customer delivery
through insights and superior services. The Bank has also succeeded in making banking simple
for masses with smart use of technology. The Bank has always concentrate on meeting the
financial needs of its customers by providing high quality products and services through regular
customer engagement in convenient manner.
2.11.2 CORPORATE BANKING
The corporate banking segment in India is recovering from its own set of challenges. The issues
of the corporate side range from excess capacities in many sectors to increase in leverage on
corporate balance sheets. Resolving the asset quality issues remain a top priority for the
Government and the Regulator to get back to a sustainable economic growth path. Asset quality
recovery is linked to how the economy turns around and it will happen gradually but the silver
lining stems from the fact that, while the high debt is concentrated in only a few sectors, the
balance sheets of the other segments and sectors remain relatively robust. However, despite
these challenges the private sector banks have continued to gain market share by delivering
above industry growth rates. This trend is likely to continue in the near future; however, the
preference is for a much healthier and well capitalized banking sector for overall swifter revival
in the country’s economic growth.
2.11.3 TREASURY
Treasury business of The Bank are Asset Liability Management (ALM), Foreign exchange,
Correspondent banking activity and derivatives trading, bullion business, Investments in
Statutory Liquid Ratio and Non-SLR securities, and arranger ship business.
The Asset Liability Management group manages the regulatory requirements of Cash Reserve
Ratio, Statutory Liquid Ratio and Liquidity Coverage Ratio (LCR). Also The group manages
the interest rate, liquidity and currency risks in the Bank’s portfolio, under the guidance of the
Asset Liability Committee (ALCO) of the Bank. Asset Liability Management is responsible
for overall liquidity management of the domestic book and longer term liquidity management
of the overseas branches across geographies.
The Global Financial Institutions Division (GFID) within Treasury concentrate on developing
and maintaining business relationships with Financial Institutions across the world and holds

19
the primary responsibility for developing various business opportunities emanating from such
relationship. The Group facilitates institutional fund raising and cross-border trade finance
business with specific focus on inbound trade and payments flows into India. GFID forges long
term strategic ties with identified Banks/ Financial Institutions in areas ranging from corporate
referrals, payments, trade finance to lending solutions. The Bank has taken steps to enhance
the overall FI Proposition including Vostro and ACU Accounts, and Client Experience through
initiatives like transaction automation, dedicated operations support and customer service
support.
Forex Trading Group - Global Markets, is a major participant in the Foreign Exchange and
Derivatives market. The Bank has established itself as one of the leading banks providing
foreign exchange and derivative solutions to its clients. The Bank has been awarded the First
Rank Amongst Asian Corporate Respondents” in eleven categories by Euromoney in their FX
Survey 2015. The Bank is amongst the leading bullion banks in India and has been awarded
the “Best Bank for Gold Dealings” by Indian Bullion and Jewellers Association Limited.
Customer Derivative Business of the Bank has emerged as a key business group providing risk
management and hedging solutions to the Bank’s wide range of Corporate Customers and
Financial Institutions. The Bank is a key market player in providing Currency Options, Swaps
and Interest Rate Derivative Products to corporates.
Investment, Asset Liability Management & Capital Market (IAC) group within Treasury plays
an important role of participating in primary auctions of Reserve Bank of India, proprietary
trading in Govt. securities, Corporate bonds, Money market instruments and Equity.
2.11.4 INTERNATIONAL BANKING
The International Banking strategy of the Bank continues to revolve around leveraging its
relations with corporates in India and Non-resident Indians, while providing banking solutions
at overseas centres. The Bank, through its international operations, leverages the skills and
strengths built in its domestic operations. It also widens the horizon of the product offerings
covering a varied spectrum of corporate and retail banking solutions across client segments in
various geographies. The Bank has established its presence at strategic international financial
hubs in seven countries. The global landscape of the Bank consists of five branches at
Singapore, Hong Kong, Dubai International Financial Centre (DIFC) – UAE, Colombo (Sri
Lanka) and Shanghai (China); three representative offices at Dubai, Abu Dhabi (both in UAE)
and Dhaka (Bangladesh); and an overseas banking subsidiary in the United Kingdom. The
representative office at Dhaka was inaugurated during the current financial year.
The Bank continues to offer corporate banking, trade finance, treasury and risk management
solutions through the branches at Singapore, Hong Kong, DIFC, Shanghai and Colombo, and
also retail liability products from its branches at Hong Kong and Colombo. Further, the Bank’s
Gulf Co-operation Council (GCC) initiatives in the form of representative offices in Dubai and
Abu Dhabi, and alliances with banks and exchange houses in the Middle East provide support
for leveraging the business opportunities emanating from the large NRI diaspora present in
these countries. Through the Representative Office at Dhaka, the Bank aims to promote its
trade finance business arising between Bangladesh and India & other Asian financial markets
where Bank has presence. Secondary market risk participations, pertaining to Bangladeshi

20
banks, being presently done by the foreign branches of the Bank, will also be captured at the
primary level itself enabling the Bank to move up the value chain and enhance its risk return.
Given the uncertainties in global economies coupled with decline in Indian international trade,
the Bank focussed on consolidating the operations at overseas branches and managing the risks
in international operations. Emphasis continued towards trade finance business and value-
added services. As on 31 March, 2016, the total assets at overseas branches stood at USD 8.06
billion as compared to USD 7.86 billion last year. Axis Bank UK Limited, the Bank’s overseas
banking subsidiary, completed its third year of operations during the year under review and its
total assets stood at USD 662 million as against USD 431 million as on 31 March, 2015.
2.11.5 INFORMATION TECHNOLOGY
The IT team of the Bank in partnership with its trusted and experienced vendors has been
instrumental in making the innovations and aspirations of high-quality digital products and
services from the various businesses and other operations teams a reality. The sheer quality
and quantity of awards received by the Bank in this space substantiates the consistent
improvement in performance. The Bank has launched some unique products and processes this
year like LIME, 24X7 instant Personal Loan, new tablet-based Loan Origination System,
various branch automation projects, FxConnect Mobile for its corporate customers.
Harnessing the technology wave in Banking, Axis Bank has undertaken various technology
driven business initiatives that reinforce the Bank’s commitment to making banking simple
and hassle-free for its customers. The Bank has focused on providing customers a seamless
digital payment and banking experience. LIME’s digital platform has been at the forefront of
the digital innovation initiatives from Axis Bank. The inception phase of LIME focuses on
easy peer-to-peer payments, seamless shopping and payments experience, end-to-end digital
banking platform and simple personal finance management tools with tailored insights. LIME
has helped the bank to capture a huge customer base outside its existing customer base.
A new tablet-based Loan Origination system has been developed to digitize the entire lending
process of Microfinance business. The application includes different modules for on-boarding
of villages by conducting village surveys, on-boarding of applicants, conducting group
trainings and tests, and complete the disbursement. The tablet application is integrated with the
bank's underwriting hub for real time approvals/rejections based on bureau checks and
underwriting rules. Tablet and desktop based new workflow has been designed as a part of the
mobility initiatives for Rural Lending.
Various branch automation projects have helped the Bank maximize utilization of the branch
footprint with improved staff productivity, reduced errors, and improved customer experience.
The Bank has centralized its account opening process to achieve economies of scale and reduce
logistics costs and time taken in shipping documents to a central location. Single uniform
imaging based workflow solution for CASA account opening was implemented.
The Bank launched FxConnect Mobile to provide constant connectivity to forex market to its
corporate customers enabling them to track the market and cover transactions on the go. The
app consumes Reuters API to provide seamless live rate streaming and instant deal booking.
The Bank has also implemented Credit Processing System (CPS), a complete Loan

21
Management System designed to assist the Bank in automating its lending process from loan
origination, verification, sanctioning to pre & post-disbursement activities. CPS provides
immense operational advantages of automating a high-volume credit origination and appraisal
segment such as retail and small and medium enterprises (SME) as well as the corporate
segment. The web-based platform allows Axis Bank users to keep a close watch on the overall
quality of the portfolio.
The Bank has implemented all the recommendations of the RBI Working Group issued on 29
April, 2011 as applicable, related to Information Security, Electronic Banking, Technology
Risk Management and Cyber Frauds. The Bank is committed to implementing the
recommendations in letter and spirit to strengthen the security posture of the Bank and to
provide safe and secure banking services to its customers. As a part of this, various security
solutions have been deployed to protect customer data and prevent external and internal attacks.
In addition to compliance with the ISO 27001 standards of information security management,
the Bank has also complied with the Payment Card industry Data Security Standards (PCI
DSS) for card acquiring infrastructure to protect card related data.
2.11.6 CORPORATE SOCAL RESPONSIBILITY (CSR)
The Bank’s primary CSR philosophy rests on a purpose-driven approach to create a meaningful
and measurable positive impact on the lives of economically, physically and socially
challenged communities of the country by supporting initiatives aimed at creating conditions
suitable for sustainable livelihood in these communities. A multi-pronged approach is adopted
by the Bank for its CSR agenda, which is also intertwined with the Bank’s sustainability agenda
of creating enduring value for all its stakeholders. The Bank, through Axis Bank Foundation,
supports the sustainable livelihoods program. Financial Inclusion and Literacy is one of the
key national priorities and the Bank leverages its pan India presence to reduce inequalities
faced by socially and economically backward groups. The Bank supports MSME sector
development through knowledge sharing programs and undertakes skill development programs
for youth to equip them with employable skills for better opportunities. Environmental
sustainability is another key focus area for the Bank’s CSR agenda and the Bank undertakes
various environmental sustainability projects and community engagement programs.
2.11.7 TRANSACTION BANKING
A new business unit ‘Transaction Banking’ was formed in April 2015 to focus on the flow
businesses within Corporate Banking, i.e. current accounts, collection & payments solutions,
forex, trade services and capital market solutions. This restructuring was done to enable the
Bank to offer a seamless experience to its customers, for all their requirements through a
dedicated relationship manager supported by a customer service team. The key financial
deliverables of the business are current account float balances and fee income.
Current account balances grew from `56,108 crores as on 31 March, 2015 to `63,652 crores as
on 31 March, 2016, a year on year growth of 13%. Daily average balances in current accounts
grew 16%, from `34,634 crores in fiscal 2015 to `40,140 crores in fiscal 2016. The trade

22
scenario for the economy remained depressed with decline in both imports and exports for
several months in a row.
The key themes that the business has been focusing on are deepening share of wallet for
existing clients, offer digital solutions to customers and enhance customer service. The
relationship managers and branches are continuously equipped with analytical tools and
learning interventions to help cross-sell the large suite of transaction banking products to
customers. The Bank also launched mobile apps for the entire gamut of transaction banking
requirements, including payments, forex rate bookings and trade finance transactions. A
comprehensive capability enhancement programme was undertaken to enable the Bank to
enhance the footprint of B Category branches (branches authorized to handle forex business)
from 214 at the beginning of the year to 475 as at the end of the year. The Bank has also taken
various steps to strengthen internal controls and adhere to emerging regulatory requirements.
2.11.8 LENDING TO SMALL AND MEDIUN ENTERPRISES
Axis Bank plays an important role in supporting the Small and Medium Enterprise (SME)
businesses across the nation. The SME business of the Bank comprises of three business
groups: Medium Enterprises (MEG), Small Enterprises (SEG) and Supply Chain Finance
(SCF) which as on 31 March, 2016 comprised 40%, 46% and 14% of total SME advances
respectively. The Bank extends working capital, term loan, trade finance and project finance
facilities to SMEs for their various financing needs. The wide range of fast-track and
customized products available in the Bank’s product suite ensure that customers get adequate
finance best suited for their businesses. During FY16, various products and process changes
were implemented. “SME Dealer Power” launched during FY16 offers comprehensive
financing facility to the dealers of various companies in the country for efficient management
of working capital and other business requirements. Another newly launched product “Exim
Power” offers financing facilities to SMEs engaged in export/import activities and showcase
Bank’s commitment towards “Make in India” initiative. The Bank has also adopted an
industrial cluster-based financing as an important strategy towards ensuring manufacturing
credit flow in SME sector.
2.12 MARKETING DEPARTMENT
The exercises of an organization related with purchasing and offering an item or administration.
It incorporates promoting, offering and conveying items to individuals. Individuals who work
in showcasing bureaus of organizations attempt to get the consideration of target groups of
onlookers by utilizing trademarks, bundling outline, big name supports and general media
presentation.
Ajay Kelkar, Head, Marketing, AXIS Bank, said that these activities are particularly focused
at those customers who don't know about the bank's different esteem included administrations,
for example, coordinate managing an account office.

23
"We will exhibit the benefits of net managing an account and portable keeping money, as these
ideas are generally new to individuals living in littler towns and urban communities," said
Kelkar. The bank has additionally propelled another activity called Business Ki Batten, which
is focused at zones where the greater part of the populace contains little businesspeople. Kelkar
said that the bank would motivate specialists to chat on a few issues, for example, esteem
include assessment and deals charge. Bank can gauge the aftereffect of a battle through the
deals that they produce and the clients that are included. There is a reasonable rate of return,
which from a useful perspective gives the group a more grounded voice. Bank has likewise
possessed the capacity to lessen their promotion spends by around 10-15 for each penny and
has additionally decreased the cost of obtaining Bank's concentration in future is upgrade its
database advertising activities. Bank intend to contribute near Rs 12 crore to make the
condition that is required to help client insight that prompts information-based advertising.
Hub has contracted a broad Customer Lifecycle based advertising effort date-book for this and
the anticipated monetary. Fractal, which spends considerable time in foreseeing the conduct of
the clients in the regions of hazard and advertising, would accomplice AXIS Bank's promoting
group in different activities of developing the retail business rapidly and cost viably.
Pivot has been utilizing investigation for taking educated promoting choices. Fractal will
enable the bank to utilize data to achieve new clients and to assemble, support and boost
enduring client connections. Fractal will likewise enable the bank to take care of the issue of
consistently expanding client securing expenses and diminishing client dedication. The
showcasing modified would include obtaining of clients productively by lessening effort costs,
strategically pitching different resource and risk items to the current clients, consequently,
utilizing the current connections and proactively holding existing clients. Fractal's
examination-based advertising arrangements traverse which the whole lifecycle of client
relationship ideal from client obtaining to client maintenance to client esteem administration,
is relied upon to give AXIS a high ground in understanding the necessities and conditions of
their clients.
v Marketing Initiatives Taking by The Bank
Axis Bank is perhaps the main bank in India, and one of the plain few in Asia, to have
set out on an information drove promoting examination crusades activity, utilizing
showcasing robotization innovation gave by Uncia. Uncia has been perceived by
Gartner as the main player in this field. Through this instrument, we have possessed the
capacity to brilliantly utilize the 4-5 terabytes of client information accessible in its
stockroom. We have set up a group to direct showcasing efforts in a logical way
utilizing client information, use designs, inclinations, lifecycle, and so on., the bank
likewise leads occasion-based promoting.
v Media Vehicles Used for Send Message to Reach Target Audience
Axis Bank has been overwhelmingly utilizing direct mailers, messages, and SMS for
conveying our message to our intended interest group as they are the most practical
courses of tending to our centre target gatherings of people with greatest level of
customization conceivable.

24
2.13 HUMAN RESOURCE DEPARTMENT
"Human Resource Management work that enables administrators to enrol, select, prepare and
create individuals for an association. Clearly, HRM is worried about the general population's
measurement in associations.
Work power of an Organization is a standout amongst the most imperative contributions of
segments. It is said that individuals are our single most critical resources. Because of the
interesting significance of HUMAN RESOURCE and its multifaceted nature because of
consistently evolving brain science, conduct and demeanours of people at work, in all business
censures, there is one regular component. I.e. Human staff work, i.e., labour administration
work is winding up progressively specific. The staff capacity or framework can be extensively
characterized as the administration of individuals at work administration of administrators and
administration of specialists. Work force work is especially inspired by faculty relationship
and communication of representatives human relations.
It might be said, administration is work force organization. Administration is the advancement
of individuals, and not minor heading of material assets. Human capital is the best resource of
a business undertaking. The fundamental element of administration is the authority and course
of individuals. Every director of individuals must be his own staff man. Faculty administration
isn't something you truly swing over to work force office staff.
v Human Resource planning
This is taken care of by doing the arranging toward the start of consistently. Toward
the finish of the year, the Human Resource division from each Branch gets the necessity
for the individual for entire year. At that point the arranging of enrolment and preparing
is finished via preparing chief and enlisting director which is endorsed from Head for
Department.
v Recruitment
Enrolment is a procedure of scanning for imminent possibility for the given
employment in the business. As we probably are aware it is imperative for a mechanical
worry to have productive and powerful staff with right quality and at opportune time
and at perfect place accessible at whatever point they are required. Each association
needs worker time by time in view of advancement or retirement of a representative.
For this reason, an association need to look for the correct competitor. Thus, it needs to
energize this kind of right applicants at whatever point they require.
v Training and Development
Preparing goes for expanding the aptitudes, aptitudes and capacities of specialists to
perform employment. It makes representatives more successful and handier. In exhibit
dynamic universe of business preparing is more vital there is an ever-display
requirement for preparing men. With the goal that new and changed systems might be
embraced. Another and changed procedure might be taken as a focal points and change
influenced in the old strategies.

25
Preparing is learning background that looks for generally lasting change in a person
that will enhance his/her capacity to perform at work.
They give "at work" preparing to their representatives in the branch as they select these
workers for offering different results of bank by coordinate promoting. At whatever
point they select new contender for any post, they use to give them at work.
If there should be an occurrence of offers people to appropriate their different items, at
the outset the individual must work under the perception of his senior then they should
go in market to have their own understanding.
The ideal opportunity for preparing program for the applicant is depends up on the
significant position of his work region. They additionally give preparing identified with
client care and correspondence.
v Employee Remuneration and Incentive Payments
Compensation is the remuneration a representative gets as an end-result of his/her
commitment to the association. Compensation possesses a noticeable place in the life
of a worker. At AXIS, compensation of a worker involves — wages and pay,
motivating forces.
v Wages and Salary
Aside from different impetuses and advantages, the work force is remunerated just as
far as wages and pay rates. A legitimate remuneration as far as this is fundamental for
inspiration representatives for their persistent enhanced execution. For this, it is
required that wages and pay rates are given well by association. Wages and pay alludes
to the foundation and usage of sound strategies and practices of representative's
remuneration. A wage and pay are the compensation paid for the administration of work
underway intermittently to a worker. The bank is in benefit industry, so the
compensation is given on month to month premise. They used to procure certain sales
representative on commission base and they are given their pay rates on commission
base. While other lasting staff are being given month to month pay rates. As AXIS bank
is rumoured bank in showcase the compensation scale is according to the standard.
Deals officials (cajole) are being given compensation of 6000 to 8000 every month.
While deals officer's compensation ranges from 15000 to 18000 every month. Pivot
bank is additionally giving appealing impetuses according to the objective. The
compensation of branch administrator is around 35000 every month.

26
v Incentive
In AXIS, representatives get motivating forces considering the objective given to every
worker and their zone of work. They have built up the motivation structure for the
workers in view of point framework. Every one of the representatives get the motivating
force in the frame money compensate.
v Employees advantage
The representatives of AXIS naturally move toward becoming AXIS bank
compensation account Holders with uncommon advantage and benefits and get
moment pay credit. The advantage incorporates worldwide check card, corporate card
with singular obligation (CCIL), access to telephone saving money and web managing
an account, demit records, and host of different administrations to supplement their
investment account. Here are a portion of the highlights of AXIS Bank's compensation
account.
v Disputes and their determination
Question are normal in association. By and by, debate principally identify with the
objective simply because if any worker isn't accomplishing target he/she won't qualified
for impetus which makes disappointment among them.
Each representative can converse with the leader of the division on the off chance that
they have any issue identified with the activity. Right off the bat, the issue is tackled by
the leader of the division and if the issue does not settle by the leader of that office then
it is routed to the HR Manager.
v Performance Appraisal
An association's objectives can be accomplished just when individuals put in their
earnest attempts. Execution examination might be comprehended as the evaluation of
a person's execution methodically. It is characterized as the precise assessment of the
person as for his/her execution at work and his/her potential for advancement.
To evaluate the execution of the worker they have built up a credit framework in view
of the offered focus to the representative.

27
2.14 FINANCE DEPARTMENT
In this cutting-edge period, it is anything but difficult to know how much vital the back is in
the business. As present position of the market is entirely unexpected from old where it was
anything but difficult to get the back. In any case, now daily it isn't in this way, it is
exceptionally troublesome undertaking to raise reserves from showcase. As today individuals
are confronting parcel of issue and have less certainty available, so it is hard to raise subsidize
without appropriate arranging.
For the bank as it is a Financial Institution we can think about back as backbone of this business.
The organization should figure out how to get adequate back. The organization should use to
keep legitimate making arrangements for the back of its own and of the vast no. of contributors
who are there with the bank. We can characterize financial administration as an errand of
procurement and use of assets required in the business in a way, so associations objective can
be accomplished. In AXIS Bank, its CFO and Treasurer deal with the fund. Because of
legitimate approaches and separate administration, the organization can have appropriate
activity of back.
v ORGANIZATION OF FINANCIAL ACTIVITIES OF BANK
For the bank fund itself is the item now it's anything but a simple undertaking to deal
with this back. As bank must keep watch on the stores of its a vast number of clients
and it must deal with its own substantial budgetary base. As in late it is prominent "No
fund no business", for the bank "Back itself is business". There are assorted kinds of
hierarchical structure, for example, gather association, line association, line and staff
association. Hub Bank has line of specialist and line of expert is vertical i.e. expert goes
start to finish and obligation goes from base to top level administration.
As AXIS Bank is huge organization and it has expansive cliental base, so it is
exceptionally troublesome and muddled to deal with its back in legitimate way. There
we need of concrete and legitimate strategies to have appropriate administration of it.

28
2.15 COMPITATORS
Table: 2.15.1 Comparison between the top competitors in the banking
sector in the year 2019
RANK COMPANY LEDEARSHIP CEO
SCORE
EMPLOYEES TOTAL
FUNDING
REVENUE
Axis Bank Amitabh
Chaudhry (CEO)
71/100 59,600 $1.9B $2.3B
1 HDFC Bank Aditya Puri
(CEO)
82/100 88,253 $3.1B $8.7B
2 SBI P.K. Gupta
(Managing
Director)
80/100 264,041 $2.4B $16.8B
3 IOB R.
Subramaniakumar
(CEO)
75/100 27,936 ------------- $2.8B
4 YES Bank Ravneet Gill
(CEO)
---------- 18,238 $2.9B $2.2B
5 Standard
Chartered
Bank
Bill Winters
(CEO)
80/100 86,000 -------------- $14.9B
6 BOB P. S. Jayakumar
(CEO)
60/100 55,662 --------------
-
$7.7B
2.15.2 HDFC BANK
The Housing Development Finance Corporation Limited (HDFC) was amongst the first to
receive an 'in principle' approval from the Reserve Bank of India (RBI) to set up a bank in the
private sector, as part of RBI's liberalisation 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.

29
2.15.3 SBI
The State Bank of India (SBI) is an Indian multinational, public sector banking and financial
services statutory body. It is a government corporation statutory body headquartered in
Mumbai, Maharashtra. SBI is ranked as 216th in the Fortune Global 500 list of the world's
biggest corporations of 2018. It is the largest bank in India with a 23% market share in assets,
besides a share of one-fourth of the total loan and deposits market.
The bank descends from the Bank of Calcutta, founded in 1806, via the Imperial Bank of India,
making it the oldest commercial bank in the Indian subcontinent. The Bank of Madras merged
into the other two "presidency banks" in British India, the Bank of Calcutta and the Bank of
Bombay, to form the Imperial Bank of India, which in turn became the State Bank of India in
1955. The Government of India took control of the Imperial Bank of India in 1955, with
Reserve Bank of India (India's central bank) taking a 60% stake, renaming it the State Bank of
India.
2.15.4 IOB
Indian Overseas Bank (IOB) is a major public sector bank based in Chennai, India, with about
3,400 domestic branches, including 1,150 branches in Tamil Nadu, 3 extension counters, and
8 branches and offices overseas as of 31 October 2017. Indian Overseas Bank has an ISO
certified in-house information technology department, which had developed the software that
its branches used to provide online banking to customers earlier. The bank has achieved 100
percent networking status as well as 100 percent CBS status for its branches. IOB has a network
of about 3,300 ATMs all over India. IOB has branches in Hong Kong, Singapore, Colombo,
Seoul, and Bangkok. It has representative offices in Guangzhou, Vietnam, and Dubai. IOB also
is part-owner of a joint-venture bank in Malaysia.
2.15.5 YES BANK
YES BANK, India’s fourth largest private sector Bank, is an outcome of the professional
entrepreneurship of its Founder Rana Kapoor and his highly competent top management team,
to establish a high quality, customer centric, service driven, bank catering to the “Sunrise
Sector of India”. YES BANK is the only Greenfield Bank license awarded by the RBI in the
last two decades, associated with the finest pedigree investors. YES BANK, a "Full Service
Commercial Bank”, has steadily built a Corporate, Retail & SME Banking franchise, with a
comprehensive product suite of Financial Markets, Investment Banking, Corporate Finance,
Branch Banking, Business and Transaction Banking, and Wealth Management business lines
across the country.
2.15.5 STANDARD CHARTERED
Standard Chartered Bank is India’s largest international bank with 100 branches in 43 cities,
and we have been operating here since 1858. Key client’s segments include Corporate &
Institutional Banking, Commercial & Private Banking as well as Retail Banking.

30
Standard Chartered also has the following subsidiaries operating in India: Standard Chartered
Securities (India) Ltd; Standard Chartered Private Equity Advisory (India) Private Limited;
Standard Chartered Investments and Loans (India) Limited; Standard Chartered Finance
limited and SCOPE International.
2.15.6 BOB
Bank of Baroda (BOB) is an Indian multinational, public sector banking and financial services
company. It is owned by Government of India. Based on 2017 data, it is ranked 1145 on Forbes
Global 2000 list. BOB has total assets in excess of ₹ 3.58 trillion (making it India’s 2nd biggest
bank by assets), a network of 9583 branches in India and abroad, and 10441 ATMs as of July,
2017. The government of India announced the merger of Bank of Baroda, Vijaya Bank and
Dena Bank on September 17, 2018 to create the country's third largest lender. The
amalgamation is the first-ever three-way consolidation of banks in the country, with a
combined business of Rs 14.82 lakh crore, making it the third largest bank after State Bank of
India (SBI) and HDFC Bank. The bank was founded by the Maharaja of Baroda, Maharaja
Sayajirao Gaekwad III on 20 July 1908 in the Princely State of Baroda, in Gujarat. The bank,
along with 13 other major commercial banks of India, was nationalised on 19 July 1969, by
the Government of India and has been designated as a profit-making public sector undertaking
(PSU). As many as 10 banks have been merged with Bank of Baroda during its journey so far.
2.16 BOARD OF DIRECTOR
Dr. Sanjiv Misra Chairman
Shri Amitabh Chawdhury MD & CEO
Prof. Samir K Barua Director
Shri Som Mittal Director
Shri Rohit Bhagat Director
SMT Usha Sangwan Director
Shri S. Vishvanathan Director
Shri Rakesh Makhija Director
SMT Ketki Bhagwati Director
Shri B. Babu Rao Director
Shri Stephen Pagliuca Director
Shri Girish Paranjpe Director
Shri Rajib Anand Executive Director (Wholesale Banking)
Shri Rajesh Dahia Executive Director
2.17 AXISBANK PRODUCT AND SERVICE
Axis Bank offers a range of financial products and services to its clients throughout the country.
It also has special strength in retail and corporate banking. Axis Bank offers following services:
v Personal Banking
v Corporate Banking

31
v NRI
v Priority Banking
2.17.1 PERSONAL BANKING
• ACCOUNTS: - The account Offred by Axis Bank for customers are
§ ASAP Instant Savings Account
§ Easy Access Savings Account
§ Prime Savings Account
§ Prestige Savings Account
§ Women’s Savings Account
§ Senior Privilege Account
§ Future Star Savings Account
§ Pension Savings Account
§ Insurance Agent Account
§ Youth Savings Account
§ Basic Savings Account
§ Inaam Personal Account
§ Priority Salary Account
§ Defence Salary Account
§ Employee Reimbursement Account
• DEPOSITS: - The deposits offered by Axis Bank are
§ Fixed Deposit
§ Recurring Deposit
§ Tax Saver Fixed Deposit
§ Encash 24 Flexi Deposit
• LOANS: - THE loans offered by Axis Bank are
§ Home Loan
§ Car Loan
§ Personal Loan
§ Education Loan
§ Business Loan
§ Holiday Loan
§ Loan Against Securitas
§ Loan Against Gold
§ Loan Against FD
• CREDIT CARD: - Credit card Offred by Axis Bank are
§ My Zone Credit Card.
§ Neo Credit Card
§ Vistara Credit Card
§ Vistara Signature Credit Card

32
§ Vistara Platinum Credit Card
§ Vistara Infinity Credit Card
§ Miles & More Axis Bank World Credit Card
§ Miles & More Axis Bank World Select Credit Card
§ Select Credit Card
§ Privilege Credit Card
• DEBIT CARD: - Debit card offered by axis bank are
§ Titanium Rewards Debit Card
§ Online Rewards Debit Card
§ Rewards Plus Debit Card
§ Prestige Debit Card
§ Priority Debit Card
§ Secure Debit Card
§ Visa Classic Premium Debit Card
§ Smart Privilege Debit Card
§ Master Card Classic Debit Card
§ RuPay Platinum Debit Card
• PREPAID CARDS: - Prepaid card Offred by Axis Bank are
§ Meal Card
§ Gift Card
§ Reward Card
§ Smart Pay Card
• FOREGIN EXCHANGE: - Foreign Exchange offered by Axis Bank are
§ Multi-Currency Forex Card
§ World Traveller Forex Card
§ Diners Card
§ Retail Outward Remittance
• INVESTMENT: - Investment service offered by Axis Bank are
§ Mutual Funds
§ Demat Account
§ 7.7% Savings Bond
§ Public Provident Fund
§ Atal Pension Yojana
§ IPO Smart
§ Axis Direct
§ India Trade @20
§ Kisan Vikas Patra

33
• INSURANCE: - Insurance service offered by Axis Bank are
§ Life Insurance
§ Home Insurance
§ Travel Insurance
§ Motor Insurance
§ Business Gard
§ Health Insurance
§ Pradhan Mantri Suraksha Bima Yojna
§ Pradhan Mantri Jeevan Jyoti Bima Yojna
§ Bima Uphaar Yojna
• PAYMENTS: - Payments service offered by Axis Bank are
§ Bill Pay
§ ECS
§ E Tax Payments
§ Direct Tax Payments
§ Pension Disbursement
• OTHER PRODUCT & SERVICES: - Other product and services of
Axis Bank are
§ Mobile Banking (Axis Bank Mobile App)
§ Internet Banking
§ Online Shopping
§ Locker
§ IPO Smart
§ E-Statement
2.17.2 CORPORATE BANKING
• EXCLUSIVE BANKING REDIFINED: - Club 50 current Account
§ Dedicate relationship manager
§ Lifestyle benefits/Privileges
§ Free doorstep banking
§ Free RTGS/NEFT facility
§ Free International Business Debit Card
• CURRENT ACCOUNT: - Different types of current account offered by
Axis Bank are
§ Normal Current Account
§ Advantage Current Account
§ Select Current Account
§ Business Classic Current Account
§ Business Privilege Current Account

34
§ Channel One Current Account
§ Club 50 Current Account
• TRADE AND FOREX: - Different types of trade and forex provided by
axis bank are
§ Import & Export
§ Remittance
§ Hedging services
§ Bullions
§ Trade advisory services
§ TF Connects
• CREDIT SERVICES: - Different types of credits service provided by
Axis Bank are
§ To Large Corporate
§ To Agri Business
• OTHER SERVICES: - Beside these services Axis bank provides services
in the area like
§ Capita Market
§ Treasury Service
§ Cash Management System
§ Government Business
2.17.3 NON-RESIDENT (EXTERNAL) NRE SEVINGS ACCOUNT
This account is designed in a manner to serve more than just a manner to serve more than just
a ordinary regular savings account for NRIs. Which means you can look forward to exciting
and truly exclusive.
• BENEFITS: -
§ NRIs having NRE account in India are permitted to hold and maintain
foreign currency earnings in Indian rupees.
§ All the funds, along with the accrued interest, are freely repatriable,
moreover the interest earned is not taxable in India.
§ An NRE account can be easily converted in to a regular resident account
with the relocation of the NRI back to India.
§ This account is structed in a manner that is suitable for most of the
people living abroad; be they a student studying abroad, a professional
deputed oversees or an entrepreneur trotting around the globe doing
business.
§ Submitting a few couple of documents at best is all you need to get
started.

35
§ With features that include low minimum balance requirement, tax
advisory services, multi-city chequebooks and online transaction
capabilities you can be rest assured that the NRE savings account will
take care of all your banking needs.
2.17.4 PRIORITY BANKING-RESIDENT: - Axis Bank Priority Savings Account
members can enjoy annual benefits worth Rs 50,000 in addition to exclusive complimentary
services. Simply click on the button below and your phone number with us to get a call back.
• FEATURES
§ Complementary airport lounge access
§ Discount on movie tickets
§ 25% discount on locker rent
§ Dedicated relationship manager
§ 2X Axis EDGE reward points
§ Minimum 15% discount across partner restaurants.
§ Exclusive Priority Banking International Debit Card
• OTHER SERVICES
§ ATM
§ Internet Banking
§ Mobile Banking
• SERVICE ADDED TO GAIN COMPERETETIVE ADVANTAGE
§ Business continuity centre
§ Centralised phone banking centre
§ Centralised collection and payment hub
§ Retail assets management group
§ ATM backend cell
§ Services branches
§ Data centre
§ Centralised processing unit.
1
Source
www.axisbank.com , www.hdfc.com , www.icici.com , www.sbi.co.in , www.bankofbarada.com ,
www.yesbank.com, www.sc.com/en

36
2.18 SWOT ANALYSIS
• STRENGTH
§ Axis bank has been given the
rating as one of best three
positions as far as speediest
development in private division
bank.
§ The bank has its presence in
1139 cities and towns.
§ The banks financial positions
grow at a rate of 20% every year
which a is, major positive sign
for any bank
• WEEKNESS
§ Lesser no. of branches
compared to its competitors.
§ Image of the bank still under the
shadow of the UTI debacle.
• OPPORTUNITY
§ Expansion in rural areas.
§ Going to foreign markets and
exploring the new economies.
• THREATS
§ New banking licenses issued by
the Reserve Bank of India.
§ Foreign banks.
§ Competitors.

37
CHAPTER-III
TASKS ACCOMPLISHED
DURING INTERNSHIP

38
3.1 INTRODUCTION
Nine weeks of internship period was undertaken under the supervision of Mr. Suman
Chakraborty.
As an intern, I was given lessons on the various products and services offered by Axis Bank,
Durgapur (main branch) and some work on operations and also a part of work of the Sales
team for credit card. The work in Sales was generally tele calling to convince people to
complete the documentation who have the offer of availing free credit card and give leads to
the executive to go to respective places to complete the verification process.
Each of us was given with few bases and accordingly we had to call each customer who got
had the offer to get new credit card without any charges and convivence them to complete
the documentation process. If the customer was convinced then we had to cross check the
address details and according to customers convenience an executive of credit card team went
to respective people to complete the verification process or do it online in tab.
For two weeks I had to do data entry of various students of “Hem Sheela Model School”
whoever paid by cheque. A format was given and accordingly I had to enter the names of
each student, their Admission no, Instrument number, amount paid, date and for how many
months the fees is maintained. After doing this a senior executive used to match the amount
entered and the paid to see if the amount is same or there is any mistake.
Often, I was given the job to help people to update their passbook who were new users or
mainly senior citizens who are not much used to it. I had to help them with teaching them
how to operate ATM or how to activate their card who were using it for the first time. I was
often given the task of teaching people about using mobile app of Axis Bank, its features and
its benefits.
There were many more small tasks which was given to me. However, the work time I got on
this project was only for a period of few weeks but the knowledge and learning I achieved
regarding banking was very useful.
3.2 ROLES AND RESPONSIBILITIES
• Assisting customers to operate ATM and activate their cards who are not used to
operate ATM properly.
• Used to sit in help desk and managing customers or by referring them to respective
executive who could solve their problem.
• Data entry for the details of school fees which were paid in cheque of various students
for their respective months
• Calling customers to convince them to accept the offer of credit card and give leads
to the executive.
• Explaining customers about various features of Axis Bank app in their mobile and
teaching them to use it who are not aware of it.
• Assisting customers to update their passbook through machine and teaching them how
to do it themselves.

39
3.3 DESCRIPTION OF THE TASKS HANDLED
• Initially they gave us a knowledge about their various products and services and the
other facilities provided by Axis Bank.
• Had to enter the fees details in the format given which is paid by each student of ‘Hem
Sheela Model School’ who paid their fees through cheque of any bank.
• Had to give as many as lead possible and called customers every day from the bases
given to check whether they are interested to do the documentation of the various credit
cards which were offered to them.
• Had to observe the cash management system how the cash was counted and separated.
• Assisted customers who were not aware of using ATM and activate their cards who
were operating for the first time and taught them how to set their own PIN.
• Assisted customers to print their passbooks and how to print on their own instead of
coming to banks.
3.4 CONTRIBUTION TO THE ORGANIZATION
• Brought 10 new customers per day towards the bank.
• Marketed Axis Bank’s credit card and convinced and brought 100 new
customers who will use it.
Working on the project report & submission of the report to the project guide
Premium lounge
Trade forex
Retail forex
Salary Processing
NEFT & RTGS transuction
ATM activation & help desk
Learning about product and serviceses
Brief introduction about organization , working culture , asset & liabilites of the bank

40
• Assisted 50 customers to operate ATM and activate their card who are not used
to operate properly.
• Prepared 10 datasheet per day with 200 data entry for the details of school fees
which were paid in cheque of various students for their respective months.
• Called 100 peoples per day to convince them to accept the offer of credit card
and give leads to the executive.

41
CHAPTER-IV
ANALYSIS OF THE RESEARCH
UNDERTAKE

42
Comparative analysis of products & services of axis bank with its
competitors
4.1 DESCRIPTION OF THE STUDY
Banking and finance can be called as the nerves of any economic system as they accelerate the
process of economic development through canalization of adequate finance. It is hard to
anticipate development of efficient banking services in the country. No doubt financial
institutions play so important role in economic development but at the same time economic
development determines the growth and development of banking institutions the role of various
kind of banking institution. In economic development need not be emphasized.
Axis Bank is one of the well-known private banks in the banking sector. The research
conducted was on the topic “comparative analysis of products & services of Axis Bank with
its competitors”. So, we underwent a detail study of the products and services which are offered
by Axis Bank, Durgapur. The location of our study was City Centre branch of Durgapur which
is the main branch of the town. There are many products offered by Axis Bank such as-Debit
Card, Credit Card, Insurance, Fixed deposit, ATM facility, etc.
4.2 REVIEW OF LITERATURE
• Uppal R K and Poonam Rani (2012), in their study titled Customer Perception towards
Better Banking Services in India- An Empirical Study, analysed customer perception
about CRM, reliability, accuracy, security and transparency among the customers of
public sector banks, Indian private sector banks and foreign banks in Amritsar, Punjab.
They have found that most of the customers are satisfied with banking services and that
customer satisfaction can be improved by ensuring more speed in rendering
transactions and giving prompt services.
• D Mishra (1997) makes a study on the performance of commercial banks in India
choosing relevant parameters like quality of service, risk management, profitability etc.
His conclusion is that the banks should try to increase quality, balance risk
management, and optimize profitability to survive and succeed. He identifies four
challenges for the bank namely competition, credit, customer and control.
• Gaganjeet Singh (1998) in his study “New innovations in banking industry – a study of
new private sector banks” views that the new private sector banks in India are using
better technology and are offering better services to the customers. The new private
banks have emerged as a model to the banking industry in terms of service levels,
ambience, technology etc. As the public-sector banks have already established a huge
customer base, they become complacent and are slow to become customer friendly.
They are also less innovative in the use of technology-assisted customer service.

43
Because of their huge customer base, they feel that they can withstand competitions
from new generation banks.
• Primal Vyas (2000) studied customers’ satisfaction from the services provided by
different banks and analysed the response of customers towards the actual time taken
by banks to complete the banking transactions. The findings of the study revealed that
nationalized banks and co-operative banks need to improve on reducing the time taken
to complete banking transactions. Comparatively the private and foreign banks take
much less time for completing their transactions. The study suggested that the
nationalized commercial banks and cooperative banks must increase the use of
information technology and customer relationship management to deliver standardized
services to their target customers.
• Mossed Zinedine (2005) in his study “Quality and Customer Relationship Management
as Competitive Strategy in the Swedish Banking Industry” stated that a bank had to
create customer relationships that deliver value beyond that provided by the core
product. This involved added tangible and intangible elements to the core products,
thus creating and enhancing the “product surrounding.” One necessary condition for
the realization of quality was the creation of value-added services, quality measurement
and control. Thus, it was an important function to ensure the fulfilment of given
customer requirements. The key ways for building a strong competitive position were
value-added services and differentiation.
4.3 RESEARCH DESIGN
4.3.1 Statement of the problem
With the growth of population and industries the need of banking sector is increasing day by
day. To channelize the money in the economy banks, play an essential role now in everyone’s
life. So, the research is undertaken to study about the consumers preference towards various
products and services of various banks.
4.3.2 OBJECTIVE OF THE STUDY
• To analyse various product and services of Axis Bank and its competitor
• To analyse the customer satisfaction with the service provided by the bank
• To determine the customer awareness about various products and services of Axis Bank
4.3.3 SCOPE OF THE STUDY
The study is carried out in Axis Bank, Durgapur branch.

44
4.3.4 METHODOLOGY
Types of Research Descriptive Research
Sampling Plan: Customer of Axis bank, Durgapur branch
Target population Account holders of Axis bank customers
Sample Size 50
Sampling Technique Convenience sampling
Sources of data Primary data -Questionnaire
Secondary data- online website and journals
Tool for collection of data Questionnaire
4.3.5 PLAN OF ANALYSIS
Graphs and Charts, Percentage analysis
4.3.6 LIMITATIONS OF THE STUDY
• The research is restricted to Durgapur
• Limited sample size
• The environmental changes are vital to be considered in order to assimilate the
findings
• The conclusion arrived are based on a very less experience of the researcher in this
field.
4.4 DATA ANALYSIS
4.4.1 AGE OF THE RESPONDENTS
• TABLE 1: DEMOSTRATING AGE OF THE RESPONDENTS
AGE(Years) FREQUENCY PERCENTAGE (%)
18-25 5 10
26-33 10 20
34-41 15 30
42-49 13 26
Above 50 7 14
Total 50 100

45
• CHART 1: BAR GRAPH REPRESENTING THE AGE FACTOR OF SAMPLE
POPULATION
• INTERPRETATION
From the above graph it is clear that 30% of the respondents are between the age group
of 34 to 41 years, 10% of the respondents are between the age group 18 to 25 years,
20% of the respondents are between the age group of 26 to 33 years, 26% of the
respondents are between the age group of 42 to 49 years and 14% of the respondents
are in the age group of 50 and above.
• INFERENCE
From the interpretation it is clear that majority of the respondents are in between the
age 34-41 years.
4.4.2 GENDER OF THE RESPONDENTS
• TABLE 2: DEMOSTRATING GENDER OF THE RESPONDENTS
GENDER FREQUENCY PERCENTAGE (%)
MALE 30 60
FEMALE 20 40
TOTAL 50 100
0
2
4
6
8
10
12
14
16
18-25 26-33 34-41 42-49 Above 50
FREQUENCY
AGE
AGE GROUP

46
• CHART 2: PIE CHART REPRESENTING THE GENDER OF SAMPLE
POPULATION
• INTERPRETATION
From the above graph it is clear that 60% of the respondents are male and 40% of
respondents are female.
• INFERENCE
From the interpretation it is clear that majority of the respondents are male.
4.4.3 QUALIFICATION OF THE RESPONDENTS
• TABLE 3: DEMOSTRATING QUALIFICATION OF THE RESPONDENTS
QUALIFICATION FREQUENCY PERCENTAGE (%)
SCHOOL 4 8
UG 20 40
PG 15 30
PROFESSIONAL
COURSE
6 12
OTHERS 5 10
TOTAL 50 100
30
20
GENDER
MALE FEMALE

47
• CHART 3: PIE CHART REPRESENTING THE QUALIFICATION OF
SAMPLE POPULATION
• INTERPRETATION
From the above graph it is clear that 40% of the respondents are qualified in UG, 30%
of the respondents are qualified in PG, 8% of the respondents are qualified in school,
12% of the respondents are qualified in professional course and 10% of respondents are
qualified in other course.
• INFERENCE
From the interpretation it is clear that majority of the respondents are qualified in UG.
4.4.4 QUALIFICATION OF THE RESPONDENTS
• TABLE 4: DEMOSTRATING QUALIFICATION OF THE RESPONDENTS
OCCUPATION FREQUENCY PERCENTAGE (%)
STUDENT 5 10
SALARED
PERSION
15 30
SELF EMPLOYED 20 40
PENSIONER 5 10
OTHERS 5 10
TOTAL 50 100
4
20
15
6
5
QUALIFICATION
SCHOOL UG PG PROFESSIONAL COURSE OTHERS

48
• CHART 4: PIE CHART REPRESENTING THE OCCUPATION OF SAMPLE
POPULATION
• INTERPRETATION
From the above graph it is clear that 40% of the respondents are self-employed, 30%
of the respondents are salaried person, 10% of the respondents are student, 10% of the
respondents are pensioner and 10% of respondents have other occupation.
• INFERENCE
From the interpretation it is clear that majority of the respondents are self-employed.
4.4.5 MONTHLY INCOME LEVEL OF THE RESPONDENTS
• TABLE 5: DEMOSTRATING MONTHLY INCOME LEVEL OF THE
RESPONDENTS
INCOME FREQUENCY PERCENTAGE (%)
BELLOW RS 10,000 5 10
RS 10,000- RS 25,000 13 26
RS 25,001- RS 50,000 12 24
RS 50,001- RS 75,000 16 32
ABOVE RS 75,000 4 8
TOTAL 50 100
5
15
20
5
5
OCCUPATION
STUDENT SALARED PERSION SELF EMPLOYED PENSIONER OTHERS

49
• CHART 5: BAR GRAPH REPRESENTING THE INCOME PER MONTH OF
THE RESPONDENTS
• INTERPRETATION
From the above graph we can interpret that 32% of the respondents are the income
range of Rs. 50,001- Rs. 75,000, 26% of the respondents are the income range of Rs.
10,001- Rs. 25,000, 24% of the respondents are the income range of Rs. 25,001- Rs.
50,000, 10% of the respondents are the income range of bellow Rs. 10,000 and 8% of
the respondents are the income range of above Rs. 75000.
• INFERENCE
From the interpretation it is clear that majority of the respondents are in the income
range of Rs. 50,001- Rs. 75,000.
4.4.6 TYPE OF ACCOUNT HOLDING BY THE RESPONDENTS IN AXIS
BANK
• TABLE 6: DEMOSTRATING TYPE OF ACCOUNT HOLDING BY
RESPONDENTS IN AXIS BANK
ACCOUNT TYPE FREQUENCY PERCENTAGE (%)
SAVINGS ACCOUNT 13 26
CURRENT ACCOUNT 17 34
FIXED DEPOSIT 10 20
RECURING DEPOSIT 7 14
OTHERS 3 6
TOTAL 50 100
0
2
4
6
8
10
12
14
16
BELLOW RS
10,000
RS 10,000-
RS 25,000
RS 25,001-
RS 50,000
RS 50,001-
RS 75,000
ABOVE RS
75,000
5
13
12
16
4
FREQUENCY
INCOME LEVEL
MONTHLY INCOME LEVEL

50
• CHART 6: BAR GRAPH REPRESENTING THE TYPE OF ACCOUNT
HOLDING BY THE RESPONDENTS IN AXIS BANK
• INTERPRETATION
From the above graph it is clear that 34% of the respondents have current account, 26%
of the respondents have savings account, 20% of the respondents have fixed deposit,
14% of the respondents have recurring deposit and 6% of respondents have other
account.
• INFERENCE
From the interpretation it is clear that majority of the respondents have current account.
4.4.7 THE CHANNEL RESPONDENTS USE TO ACCESS THEIR
ACCOUNT
• TABLE 7: DEMOSTRATING THE CHANNEL RESPONDENTS USE TO
ACCESS THEIR ACCOUNT
CHANNEL FREQUENCY PERCENTAGE (%)
DIRECT BRANCH 22 44
MOBILE BANKING 16 32
NET BANKING 8 16
ALL OF THIS ABOVE 4 8
TOTAL 50 100
0
2
4
6
8
10
12
14
16
18
SAVINGS
ACCOUNT
CURRENT
ACCOUNT
FIXED
DEPOSIT
RECURING
DEPOSIT
OTHERS
13
17
10
7
3
FREQUENCY
TYPE OF ACCOUNT
ACCOUNT TYPE

51
• CHART 7: BAR GRAPH REPRESENTING THE CHANNEL RESPONDENTS
USE TO ACCESS THEIR ACCOUNT
• INTERPRETATION
From the above graph it is clear that 44% of the respondents use direct branch, 32% of
the respondents use mobile banking, 16% of the respondents use internet banking and
8% of respondents use all of this channel to access their account.
• INFERENCE
From the interpretation it is clear that majority of the respondents accessing their
accounts through walk-in to branch less no. of customers are using other channel like,
mobile banking, net banking. Which describes unawareness about technologies in
banking services.
4.4.8 RESPONDENTS HAVING OTHER BANK’S ACCOUNT EXCEPT
AXIS BANK
• TABLE 8: DEMOSTRATING RESPONDENTS HAVING OTHER BANK’S
ACCOUNT EXCEPT AXIS BANK
OTHER BANK’S
ACCOUNT
FREQUENCY PERCENTAGE (%)
NONE 3 6
ONE 12 24
TWO 13 26
THREE 17 34
MORE THAN THREE 5 10
TOTAL 50 100
0
5
10
15
20
25
DIRECT
BRANCH
MOBILE
BANKING
NET BANKING ALL OF THIS
ABOVE
22
16
8
4
FREQUENCY
CHANNEL
BANKING CHANNEL

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