INDUSTRY : BANKING INDUSTRY

AXIS BANK
CHAPTER : 1
INTRODUCTION:
The banking industry involves various financial institutions that provide
services such as accepting deposits, lending money, and facilitating financial
transactions. Professionals in this field work in roles like bankers, financial
analysts, risk managers, and customer service representatives. The industry has
seen advancements in technology, leading to online banking and digital
payment solutions. It offers a wide range of career opportunities, but also
requires a strong understanding of finance, regulations, and customer
relations.
One of the most popular industries in finance is the banking industry, as
banks provide valuable services like storing funds, managing credit and
facilitating financial transactions. In this article, we explore what the banking
industry is like and learn about some of its defining characteristics, including
current trends and key terms. Without a sound and effective banking system in
India it cannot have 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 any other external and internal factors. 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.
GDP of banking industry:
The GDP of the bank lending to industry peaked at 22.4% as of end
March 2013. It has since fallen, and as of September 2022, stood at 12.5%. In
absolute terms, the bank lending to industry has grown by just 4% per year
during the period. In comparison, as of September 2022, the retail loans of banks
stood at 14.3% of the GDP, up from 9% in March 2013. In absolute terms, the
outstanding retail loans have grown at the rate of 16.1% per year between March
2013 and September 2022. Clearly, banks increasingly want to give out more retail
loans than industrial loans. The major reason for this is that public sector banks had
gone overboard giving out industrial loans in the 2000s and early 2010s. This led
to a massive accumulation of bad industrial loans—a consequence they’ve grown
wary of.
Axis bank was established in 1993 and began its operations in 1994.
Axis Bank has a large network of 4,050 domestic branches with 11,801 ATMs
and 4,917 cash recyclers spread across the country (as on March 31, 2019). Axis
Bank Limited, formerly known as UTI Bank (1993–2007), is an Indian banking
and financial services company headquartered in Mumbai, Maharashtra. It is
India's Third largest private sector bank by assets and Fourth largest by Market
capitalisation . It sells financial services to large and mid-size companies, SMEs
and retail businesses. The bank was established in 1993 and began its
operations in 1994. Axis Bank has a large network of 4,050 domestic branches
with 11,801 ATMs and 4,917 cash recyclers spread across the country (as on
March 31, 2019).
The bank has also raised its reach to 341 cities, towns and
villages. The bank has the outstanding deposit base of more than Rs.
61,000 crores with over 65 lakh accounts. Introduction Established in 1994, the
Axis Bank Ltd was the first private sector bank in the liberalization era with its
registered office at Ahmadabad and corporate office in Mumbai. The
main promoters of this bank were Unit Trust of India, LIC of India,
GIC of India (General Insurance Corporation). Within the span of 10 years,
this bank has had a momentous growth, Today it has 350 branches and
extension counters across the country .Each branch is fully computerized with a
centralized database at Mumbai and disaster management backup at
bangalore.
CHAPTER : 2
2.1 INDUSTRY PROFILE:
Modern banking in India originated in the mid of 18 th century. Among the first
banks were the Bank of Hindustan, which was established in 1770 and
liquidated in 1829–32; and the General Bank of India, established in 1786 but
failed in 1791.
Banking in India has a very hoary origin. The Vedic period has literature which
records the Giving of loans to others. Banking was synonymous with money
lending. The Manusmrithi Speaks of deposits, pledges, loans and interest rate.
Interest could be legally charged at Between two and five per cent per month
in order of class. The maximum amount of interest collectable on the principal
was laid down by the State. Modern banking in India began with the rise to
power of the British. The British consolidated Their power and became the
most powerful force in India after vanquishing Tipu Sultan in the Battle of
Srirangapattanam in 1799.
 Fig 2.1.1- Structure of organised Indian bank

2.2 Top 10 Largest Banks in India 2022 as per Market Capitalisation:

2.2.1 HDFC Bank : HDFC Bank is one of the largest banks in the country in
terms of assets and market capitalisation. HDFC Bank was incorporated in 1994
as a subsidiary of the Housing Development Finance Corporation, with its
registered office in Mumbai, Maharashtra, India. Its first corporate office and a
full-service branch at Sandoz House, Worli were inaugurated by the then Union
Finance Minister, Manmohan Singh. HDFC Bank’s MD and CEO Sashidhar
Jagdishan saw a 62% increase in his remuneration in FY23, reaching ₹10.55

crore.

Figure 2.2.1 - Logo and founder of HDFC Bank

2.2.2 State Bank of India (SBI) : The SBI is the largest public sector bank in the
country with a 23 per cent market share by assets .The Bank was inaugurated
on July 1, 1948.State Bank of India (SBI) is an Indian multinational, public sector
banking and financial services company. It is a government-owned corporation
with its headquarters in Mumbai, Maharashtra. Dinesh Kumar Khara, the
chairman of the State Bank of India (SBI),began working for SBI in 1984 as an
intern until becoming the bank’s chairman in 2020.
 Figure 2.2.2 -Logo and founder of State Bank of India

2.2.3 ICICI Bank : The ICICI bank is one of the leading private sector banks in
the country .ICICI Bank was incorporated in 1994 as a part of the ICICI group. In
1999, ICICI became the first Indian company and the first bank or financial
institution ICICI Bank Limited is an Indian multinational bank and financial
services company headquartered in Mumbai with registered office in
Vadodara. Sandeep Bakhshi, who took over as the Managing Director and CEO
of ICICI bank on October 15, 2018, is one of the highest-paid bankers in India.

Figure 2.2.3 - Logo and founder of ICICI Bank

2.2.4 Axis National Bank: It is the third largest private sector bank in India both
in market capitalisation and assets. Axis Bank established in 1993 was the first
of the new private banks to have begun operations in 1994 after the
Government of India allowed new private banks to be established. Amitabh
Chaudhry is the Managing Director & Chief Executive Officer (MD & CEO) of

Axis Bank Limited.

 Figure 2.2.4 - Logo and founder of Axis Bank

2.2.5 Kotak Mahindra Bank: The Kotak Mahindra Bank is one of the leading
players in the banking sector of India. Kotak Mahindra Finance Ltd becomes
India’s first non-banking finance company to convert into a commercial bank. It
founded on 21st December 1985 headquarters at mumbai. Uday Kotak,
Founder and Managing Director & CEO of Kotak Mahindra Bank has led the

group in a broad range of financial services for over 35 years.

Figure 2.2.5 - Logo and founder of Kotak Bank
2.2.6 IndusInd Bank: IndusInd Bank Limited is an Indian financial services
headquartered in Mumbai. IndusInd Bank was inaugurated in April 1994 by
then Union Finance Minister Manmohan Singh.It is the first Indian bank to
receive ISO 9001:2000 certification for its corporate office and its entire
network of branches.The bank has appointed Sumant Kathpalia as MD, CEO for
a period of two years, with effect from 24 March, 2023.
 Figure 2.2.6 - Logo and founder of Indusland Bank

2.2.7 Yes Bank: Yes bank is the sixth largest bank in the country, moreover, Yes
bank stands the 4th rank globally in the list of ‘Highest leap by rank’ category.
The bank was founded by Rana Kapoor. The Bank obtained certificate of
commencement of business on January 21 2004. In the year 2005 they forayed
into retail banking with launch of International Gold and Silver debit card in
partnership with MasterCard International.

Figure 2.2.7-Logo and founder of Yes Bank

2.2.8 Punjab National Bank :The Punjab National Bank is the second largest
public sector bank in the country .Punjab National Bank (PNB), India’s first
Swadeshi Bank, commenced its operations on April 12, 1895 from Lahore, with
an authorized capital of 2 lac and working capital of ? 20,000. The Bank was
established by the spirit of nationalism and was the first bank purely managed
by Indians with Indian Capital.
 Figure 2.2.8 - Logo and founder of Axis Bank

2.2.9 Bank of Baroda: The Bank of Baroda is one of the leading players in the
banking sector in the country. In April 2019, BoB clocked the highest market
capitalisation with Rs. 35,251.50 crores. Bank of Baroda MD and CEO Sanjiv
Chadha on February 3 told Moneycontrol that his bank will continue to lend to
the Adani group if the group account meets the lender’s underwriting criteria.

Figure 2.2.9- Logo and founder of Bank of Baroda Bank

2.2.10 Bank of India: Bank of India was founded on 7th September,
1906 by a group of eminent businessmen from Mumbai. The Bank
was under private ownership and control till July 1969 when it was
nationalised along with 13 other banks.Shri Rajneesh Karnatak has
assumed charge as Managing Director & Chief Executive Officer of
Bank of India on 29th April, 2023.
 Figure 2.2.10 -Logo and founder of Bank of India Bank

2.3 Product Portfolio:

 Retail Banking: Axis Bank provides a wide array of retail banking
solutions, including savings and current accounts, fixed deposits,
personal loans, home loans, auto loans, credit cards, and wealth
management services. They have tailored offerings to cater to the
diverse needs of customers.
 Corporate Banking: For businesses, Axis Bank offers various services like
working capital finance, trade finance, cash management, treasury
solutions, and investment banking services.
 Innovation and Technology: Axis Bank has been at the forefront of
embracing technological advancements in the banking sector. They
continually invest in technology to offer seamless and convenient
banking experiences to customers.The bank has a user-friendly mobile
banking app and internet banking platform that allows customers to
access banking services from the comfort of their homes.
 Customer-Centric Approach: Axis Bank places its customers at the heart
of its operations. They aim to understand their needs and aspirations to
deliver personalized banking solutions and exceptional customer
service.The bank's customer support team is well-trained and equipped
to assist customers promptly and efficiently.
 Financial Inclusion and CSR Initiatives: Axis Bank is committed to
promoting financial inclusion in India. They have various initiatives that
aim to provide banking services to the unbanked and underbanked
population, especially in rural areas.The bank also actively engages in
corporate social responsibility (CSR) initiatives, focusing on education,
healthcare, skill development, and community welfare.
 Awards and Recognition: Over the years, Axis Bank has earned
numerous awards and accolades for its excellence in various areas such
as customer service, digital initiatives, corporate governance, and
sustainability practices.
  Corporate Governance: Axis Bank is dedicated to upholding high
standards of corporate governance and transparency. They follow ethical
business practices and are committed to the highest level of integrity.
 Global Presence: While Axis Bank primarily operates in India, it has a
presence in key international financial centers to facilitate international
banking services for its customers.

Chapter :3 COMPANY PROFILE:

Axis Bank Limited, formerly known as UTI Bank (1993–2007), is an Indian
banking and financial services company headquartered in Mumbai,
Maharashtra. It is India’s third largest private sector bank by assets and Fourth
largest by Market capitalisation .It sells financial services to large and mid-size
companies, SMEs and retail businesses. The bank was founded on 3 December
1993 as UTI Bank, opening its registered office in Ahmedabad and a corporate
office in Mumbai. The bank was promoted jointly by the Administrator of the
Unit Trust of India (UTI) ,Life Insurance Corporation of India (LIC), General
Insurance Corporation, National Insurance Company, The New India Assurance
Company, The Oriental Insurance Corporation and United India Insurance
Company.
3.1 Logo: The bank has retained the burgundy color, but has changed the logo.
The logo uses the alphabet ‘A’ from the word Axis. The logo depicts a strong
growth path for the bank supported by a strong base, indicating that the bank
is moving on from a position of strength. Earlier, the bank's logo used the
letters U, T and I. The bank is likely to spend around Rs50 core in the re-
branding exercise.
 Figure 3.1.1 – Logo of Axis bank

3.2 Evolution of Axis bank:

 1993: The bank was founded on 3 December as UTI Bank, opening its
registered office in Ahmedabad and a corporate office in Mumbai
 1994: The first branch was inaugurated on 2 April in Ahmedabad by
Manmohan Singh, then finance minister of India.
 2001: UTI Bank agreed to merge with Global Trust Bank, but the Reserve
Bank of India (RBI) with held approval and the merger did not take place.
 2004: The RBI put Global Trust under moratorium and supervised its
merger with Oriental Bank of Commerce. The following year, UTI bank
was listed on the London Stock Exchange.
 2006: UTI Bank opened its first overseas branch in Singapore. The same
year it opened an office in Shanghai, China.
 2007: It opened a branch in the Dubai International Financial Centre and
branches in Hong Kong. On 30 July, UTI Bank changed its name to Axis
Bank.
 2009: Shikha Sharma was appointed as the MD and CEO of Axis Bank.
 2013:Axis Bank's subsidiary, Axis Bank UK commenced banking
operations.
 2019: On 1 January , Amitabh Chaudhry took over as MD and CEO .Axis
Bank wins for ‘Excellence in Operations’ at the International Data
Corporation (IDC) Insights Awards, 2019. Axis Bank wins ‘Top Sell-side
Firm in Secondary Market’ and ‘Top Arrangers – Investors’ Choice for
Primary Issues’ at The Asset Benchmark Research Awards, 2019.
 2021: Axis Bank has won for the Best Contactless Payments Project of
the Year at the 6th edition of Payments & Cards Summit & Awards. Axis
Bank has won the Best Prepaid card of the Year at the 6 th edition of
Payments & Cards Summit & Awards.
  2022- till now: The Bank’s balance sheet grew 10% YOY and stood at
`12,23,509 crores as on 31st December 2022.During the year, we
stepped up growth in the wholesale bank with domestic corporate loan
book up 24% led by broad-based growth across our coverage segments.
The wholesale bank’s profitability too saw strong improvement led by
our focus on driving higher growth in focus on driving higher growth in
focus segments, backed by strong risk architecture and our and prudent
policies. During the year, we continued to focus on serving Indian
corporates with global operations through our consolidated overseas
branch operations in Dubai, Singapore and GIFT City, India, offering them
an entire spectrum of financial services.

3.3Vision and Mission of Axis bank:

3.3.1 Vision: The AXIS Bank is committed to maintain the highest level of
ethical standards, professional integrity and regulatory compliance. AXIS Bank’s
business philosophy is based on four core values such as:
 Operational excellence.
 Customer Focus.
 Product leadership.
 People.
The objective of the AXIS Bank is to provide its target market customers a full
range of financial products and banking services, giving the customer a one-
step window for all his/her requirements. The AXIS Bank plus and the
investment advisory services programs have been designed keeping in mind
needs of customers who seeks distinct financial solutions, information and
advice on various investment avenues.
3.3.2 Mission:
 World Class Indian Bank
 Benchmarking against international standards.
 To build sound customer franchises across distinct businesses.
 Best practices in terms of product offerings, technology, service levels,
risk management and audit & compliance
Customer services and product innovation to meet the diverse needs of the
individual and corporate clientele. Continuous up gradation of technology
while maintaining human values. Progressive globalization and achieving
international standards. Efficiency and effectiveness based on ethical practices.

Amitabh Chaudhry,
Fig 3.1.1 - Managing director and chief executive officer of Axis bank
3.4 Promoters:
Axis Bank is one of the first new generation private sector banks to have
begun operations in 1994. The Bank was promoted in 1993, jointly by Specified
Undertaking of Unit Trust of India (SUUTI) (then known as Unit Trust of India),
Life Insurance Corporation of India (LIC), General Insurance Corporation of
India (GIC), National Insurance Company Ltd. (NIC), The New India Assurance
Company Ltd. (NIA), The Oriental Insurance Company Ltd. (OIC), and United
India Insurance Company Ltd. (UIIC). The shareholding of Unit Trust of India
was subsequently transferred to SUUTI, an entity established in 2003. GIC, NIC,
NIA, OIC, UIIC have been reclassified from promoter category to public
category. As on March 31, 2023, SUUTI and LIC are the promoters of the Bank.
3.5 Capital Structure:
The Bank has an authorized share capital of Rs. 850 crores comprising
4,250,000,000 equity shares of Rs.2/- each as on 31st March 2023. The Bank
has issued, subscribed and paid-up equity capital of Rs. 615.37 crores,
constituting 3,07,68,52,012 equity shares of Rs. 2/- each as on 31st March
2023. The Bank’s shares are listed on the National Stock Exchange of India
Limited and the BSE Limited. The GDRs issued by the Bank are listed on the
London Stock Exchange (LSE). The Bonds issued by the Bank under the MTN
programme are listed on the Singapore Stock Exchange.
3.6 Subsidiaries: The Bank at present has following 9 subsidiaries and 2 step-
down subsidiaries:
The Bank has 9 subsidiaries namely,
 Axis Capital Ltd. (ACL),
 Axis Securities Ltd. (ASL),
 Axis Trustee Services Ltd. (ATSL),
 Axis Asset Management Company Ltd. (AAMC),
 Axis Mutual Fund Trustee Ltd. (AMFT),
 Axis Finance Ltd. (AFL),
 A.TREDS Ltd.(ATL),
 Axis Bank UK Ltd. (ABUK) and
 Freecharge Payment Technologies Private Ltd. (FPTPL).
Step-down subsidiaries –
 Axis Capital USA LLC (subsidiary of Axis Capital Ltd.)
 Axis Pension Fund Management Ltd. (subsidiary of Axis Asset
Management Company Ltd.
3.7 Awards and Recognitions :
2021;
 Axis Bank wins ‘Best DCM House in India’ at Finance Asia’s Country
Awards
 Axis Bank wins ‘Best Digital Bank’ award at The Financial Express’ Best
Banks Awards for the third consecutive year
 Axis Bank wins Best Regional Communication Campaign award at ET
Brand Equity Kaleido Awards
 Axis Bank wins ‘Digital Lending with the Private Sector Bank’ award at
The ASSOCHAM National E-Summit & Awards Banking & Financial
Lending Companies “Digital Financial Services
 Axis Bank wins ‘Best Digital Bank’ award at the Asiamoney Banking
Awards for the second consecutive year and in four of the past five years
axis Bank wins ‘Best Data Analytics Project’ at The Asset Triple A Digital
Awards.
Axis Bank wins ABF Retail Banking Awards 2023 for:
 Domestic Retail Bank of the Year -India
 Digital Transformation of the Year-India Axis Bank wins Transunion CIBIL
Award 2023 for Highest Improvement in Data Quality of Commercial
Bureau Axis Bank wins Best Product Innovation in BFSl at the UBS
Forums BFSI Tech Summit and Awards.
 Axis Bank wins Infosys Finacle Award for Platinum Level & Gold Level
Platinum Level(1. Corporate to Bank(C2B) digitalization of trade products
through Swift India Channel and Innovative Product offering
 Finacle LMS 2. Al implementation for banking AML compliance unit)
Gold Level (Merchant cash advance and Neo API banking suite- API
developer Portal for Corporates)
 Axis Bank wins Best Private Bank for Digital Marketing, Communication
and Client Acquisition in Asia at the Financial Times Annual Wealth Tech
Awards
 Axis Bank recognized as one of the World's Best Banks by Forbes Media
 Axis Bank wins FICO Decision Award for Cloud Deployment
 Axis Bank wins ETBFSI Best Brands Award for Best BFSI Brand
 Axis Bank wins The Asset Triple A Digital Award for Neo API Banking
Suite
 Axis Bank wins the Dun & Bradstreet BFSI Award for Best BFSI Customer
Experienee (Neo API Banking Suite, a Project Neo Initiative on API
Developer Portal)
 Axis Bank wins Banking Innovation Award at the Qorus-Accenture
(EFMA) Awards 2022.
Chapter No: 4
Fig 4.1.1 -Organization structure of Axis bank
Fig 4.1.2- Organisation structure of Axis Bank
Fig 4.1.3- Organisation structure of Axis Bank
4.1 Organisation Structure :

 Committee of Directors: P.N. Prasad is a chairman of the company. Rajiv

prasad and ch.s.s Mallikarjunarao is the member of company. These are
the committee of members who works for axis bank.
 Committee of the Audit Board: Girish Paranjpe is a chairman and T.C
Suseel kumar, Prof. S.Mahendra Dev, Meena Ganesh are the members of
audit board.
 Risk Management Committee: Ketaki Bhagwati is a chairperson and
Amitabh Chaudhry, Girish Paranjpe, Gopalaraman Padmanabhan, Manoj
kholi are the members of rish management committee.
 Stakeholders Relationship Committee: Manoj kohli is the chairman. Rajiv
prasad, P N prasad and CH S S Mallikarjunarao is the members of
Stakeholders Relationship Committee.
 Nomination and Remuneration Committee: Meena Ganesh is the
chairperson. Rakesh Makhija, Girish Paranjpe, TC Suseel Kumar is the
member of the Nomination and remuneration Committee.
 Special Committee of the Board of Directors for Monitoring of Large
Value Frauds: T.c Suseel Kumar is the chairman. Rakesh Makhija ,
Amitabh Chaudry, Prof. S. Mahendra Dev, P.N Prasad are the members of
Special committee.
 Customer Service Committee: G. Padmanaban is the chairman. Amitabh
Chaudry, T.C Suseel kumar, Manoj Kholi are the members of Customer
Service Committee.
 Corporate Social Responsibility Committee: Rakesh Makhija is the
chairman. Rajiv anand, Meena ganesh, Prof S Mahendra Dev are the
members of Corporate Social Responbility Committee.
 Review Committee: Amitabh Chaudhry is the Chairman. Ketaki Bhagwati,
P N Prasad is the member of review committee.
Chapter : 5
5.1 Department profile of Axis bank:
Axis Bank has a diversified business mix divided into two broad
departments.
 Corporate Banking.
 Retail Banking
5.1.1 Corporate Banking : Axis Bank provides comprehensive Corporate
Banking solutions with presence across the value chain.
 Credit : The Bank offers various loan and fee-based products and services
to Large and Mid-corporate customers and Small and Medium Enterprise
(SME) businesses. These products and services include cash credit
facilities, demand and short-term loans, project finance, export credit,
factoring, channel financing, structured products, discounting of bills,
documentary credits, guarantees, foreign exchange and derivative
products. Liability products including current accounts, certificates of
deposits and time deposits are also offered to large and mid-corporate
segments.
 Transaction Banking : The Transaction Banking group (TxB) was formed in
April 2015 to provide effective service to customers, efficient customer
management and multiple products within the Corporate Banking
Group. TxB provides integrated products and services to customers in
areas of current accounts, cash management services, capital market
services, trade, foreign exchange and derivatives, cross-border trade and
correspondent banking services and tax collections on behalf of the
Government and various State Governments in India.
 Treasury : The Treasury manages the funding position of the Bank and
also manages and maintains its regulatory reserve requirements. It
invests in sovereign and corporate debt instruments and engages in
proprietary trading in equity and fixed income securities, foreign
exchange, currency futures and options. It also invests in commercial
paper, mutual funds and floating rate instruments as part of the
management of short-term surplus liquidity. In addition, it also offers a
wide range of treasury products and services to corporate customers.
 Syndication: The Bank also provides services of placement and
syndication in the form of local currency bonds, rupee and foreign term
loans and external commercial borrowings
 Investment banking and Trustee : The Bank provides investment banking
and trusteeship services through its wholly-owned subsidiaries. Axis
Capital Limited provides investment banking services relating to equity
capital markets, institutional stock broking besides M&A advisory. Axis
Trustee Services Limited is engaged in trusteeship activities, acting as
debenture trustee and as trustee to various securitisation trusts.
5.1.2 Retail Banking : Axis Bank offers products and services in the retail
segment capturing end-to-end customer requirements.
Customer:
 Save with Security – Savings Account
 Insurance To ensure sustenance for dear ones- Life & General Insurance.
 Support to create assets as per Aspirations- Home, Vehicle & Personal
Loans
 Invest for returns- Fixed Deposits, Gold, Retail Broking ,Mutual Funds &
Structured Investments.
 Convenient & Fast Payment solutions - Debit, Credit & Prepaid Cards,
ATMs Mobile & Net Banking Remittances.
The Retail Banking segment encompasses a wide array of products and services
across deposits, loans, investments and payment solutions, which are delivered
through multiple channels to the Bank’s customers. We cater to the end-to-end
retail customer requirements through retail liabilities, retail lending and
investment products.
 Retail liability : Retail liability products include savings accounts, time
deposits and customised products for certain target groups, such as high
networth individuals, senior citizens, working mothers, armed forces
personnel, students and salaried employees.
 Retail Lending: Retail asset products include home loans, personal loans,
auto loans, consumer loans, loans against gold and education loans as
well as secured loans of various types. The Bank also offers payment
products and services such as debit cards, credit cards, travel currency
cards and point-of-sale terminals.
 Investment products: The Bank distributes investment products such as
mutual funds and bancassurance products (Life and General Insurance)
through its branches. The Bank offers online trading services to its
customers in collaboration with Axis Securities Limited (a 100%
subsidiary of the Bank) under the name Axis Direct – an enhanced and
simplified online trading platform.
Chapter : 6
6.1 PRODUCTS AND SERVICES :

Fig 6.1 - Flow chart of Products and Services

6.1 Types of Products and Services:
6.1.1 Deposit account:
(a) Savings Account: Axis Bank provides its customers with 14 types of
Savings Accounts with different features and benefits & discounts on
movie tickets, Axis eDGE rewards points & more.
 (b) Current Account: Axis Bank Current Accounts come with features like
“Anywhere Banking”. Users can also avail digital services such as SMS
alerts and NEFT/RTGS transactions for free.

6.1.2 Loan:

(a) Home loan: Axis Bank offers home loan starting from Rs. 3 lakh with.
maximum tenure as 30 years. It provides 10 types of home loans to help
its customers choose according to their needs.
(b) Personal Loan: Axis Bank offers personal loan ranging from Rs. 50000.
to Rs. 15 lakh with tenure ranging from 12 to 60 months. It comes with
minimal documentation and quick approval.
(c) Loan against Property: Axis Bank Loan against Property starts from Rs.5
lakh, Customers have the option to choose from 4 different types of
loans.
(d) Business Loan: Axis Bank offers collateral free business loans from Rs.
50000 to Rs. 50 lakh for expansion, purchase of machinery & much
more.
(e) Two-Wheeler Loan: Axis Bank Two Wheeler Loan provides up to 85%
on-road funding and additional 8% funding and additional 8% funding on
accessories with a maximum loan tenure of 60months.
(f) Car Loan: Axis Bank offers car loans from Rs.1 lakh up to 100% on-road
price along with benefits. Customers have the option to choose from 4
different types of car loans.
(g) Education Loan: Axis Bank offers education loan from Rs. 50000 to Rs.
75 lakh at affordable interest rates. Axis Bank Education Loan offers
simple documentation, quick loan disbursal & more.
(h) Gold loan: Axis Bank offers gold loan starting from Rs. 25.001 up to Rs.
20 lakh with tenure ranging from 6 to 36 months. Users can use their
gold ornaments & gold coins to avail the same.

6.1.3 Investment:
(a)Fixed Deposit: Customers can open a Fixed Deposit online with Axis
Bank and invest a minimum of Rs. 5,000 for tenure starting from a
minimum of 7 days to a maximum of 10 years.
 (b)Recurring Deposit: Customers can open a Recurring Deposit online
with minimum monthly installments of Rs. 500 and no maximum limit
for a flexible tenure ranging from 6 months to 10 years.
6.1.4 Cards:
(a)Credit Card: Axis Bank offers a wide range of credit cards that are
suitable for all kinds of financial needs. From Flipkart gift vouchers to
Axis eDGE reward points, customers can earn a host of rewards.
(b)Debit Card: Axis Bank offers 22 types of debit cards to cater to the
banking needs of all its customers. These cards provide cashless
transactions, higher cash withdrawal limit and more.

6.1.5 Banking:
(a)Balance Enquiry: Axis Bank Balance Enquiry can be availed by several
ways which includes missed call facility, SMS, customer care, ATM, passbook.

(b)Mini Statement: Account holders can avail Axis Bank Mini Statement (in
English & Hindi) by missed call facility, SMS facility, phone banking etc.

(c) Net Banking: With Axis Bank Netbanking facility customers can make
fund transfers, check account balance, request cheque book, pay utility
bills etc

(d) Customer Care: Axis Bank 24*7 customer care number offers easy access
to the account & provides assistance about services offered by the bank.

Chapter :7
7.1 Unique Selling Proposition USP:
A unique selling proposition (USP) refers to the unique benefit exhibited by
a company, service, product or brand that enables it to stand out from
competitors.
 Axis Bank’s value proposition is centered around providing a wide array of
financial products and services tailored to meet the diverse needs of its
customers. The Unique Selling Proposition (USP) of Axis Bank is its
commitment to providing a wide range of financial products and services to
meet the diverse needs of its customers. Some of the key USP’s of Axis Bank
include:
 Digital Banking: Axis Bank offers a range of digital banking services,
including internet banking, mobile banking, and e-wallets, making it
easier for customers to access and manage their accounts.
 Wide Network: Axis Bank has a wide network of branches and ATMs,
making it easier for customers to access banking services.
 Customized Solutions: Axis Bank provides customized financial
solutions to meet the unique needs of its customers, including
corporate banking, SME banking, retail banking, and wealth
management services.
 Innovation: Axis Bank is known for its innovative financial products
and services, including credit cards, insurance, and investment
products.
 Strong Financial Performance: Axis Bank has a strong financial track
record, with consistently strong earnings, capital adequacy, and asset
quality.
Chapter: 8
8.1 Strategy of Axis Bank:
Axis Bank’s Marketing Strategy And Interesting Reasons Behind Its Grand
Success: According to Global Banking 500 rankings, Axis bank is the bank that
every other bank should feel cautious about, mainly because of its popularity
and the scheme and advantages it provides to its customer. It can be safely said
that the marketing strategy of Axis bank is so safely constructed that it is
helping it to get ahead of banks like HDFC or ICICI.
One of the main marketing strategies of Axis bank is the way it chooses to
operate in the technical era. Axis bank has increased the use of electronic
banking channels. With this, they have used many other innovative strategies
like choosing your account number, real-time video banking, the first multi-
social payment app in PingPay and the first integrated mobile money platform
through LIME is unique in its field.
Having one of the largest footprints of branches under its belt and a huge ATM
spread across the country gave its customer the sense of easiness which many
fails to do. Axis bank operates to suit the purpose of their customers, mainly
because the customers of axis bank come from a highly professional class of
working people from the upper and middle-class income group.
In the banking industry where the main motive of the public and private sector
of the bank is to maintain a profitable balance sheet, in order to do that many
banks are trying to up their game by using many methods as the innovations
will be the main source of income in the coming days.
Many banks like Axis, HDFC, ICICI, Kotak are using many social media channels
to promote themselves. They are providing unique services like balance
through a Twitter tweet, Choose you’re a/c No, Video banking which is taking
them ahead in the game.
Axis Bank’s Campaign:
Axis bank’s latest campaign ‘experience axis’ showcases what real advantage
should be. The campaign was launched in 2018 and features its brand
ambassador Deepika Padukone. The theme of the campaign is having
monochromic and Uber experience. The video ends with a message showing
saves up to 20% off on more than 4000+ restaurants using Axis Bank cards.

Figure 8.1.1 – Marketing Strategy of Axis bank

Chapter :10
10.1 SWOT Analysis of Axis Bank:
10.1.1 Strengths:
Strong Market Presence: Axis Bank is one of the largest and most prominent
private sector banks in India, with a vast network of branches and ATMs across
the country. Its strong market presence gives it a competitive edge.
Diversified Product Portfolio: The bank offers a wide range of financial
products and services, catering to both retail and corporate customers. This
diversity allows Axis Bank to capture various revenue streams and meet the
diverse needs of its customers.
Customer-Centric Approach: Axis Bank’s focus on understanding and meeting
customer needs has resulted in a loyal customer base. Its commitment to
delivering excellent customer service helps build long-term relationships.
Technological Innovation: The bank has invested significantly in technology,
leading to robust digital platforms and mobile banking solutions. This
technology-driven approach enhances customer convenience and operational
efficiency.
10.1.2 Weaknesses:
Dependence on Indian Market: A significant portion of Axis Bank’s operations
is concentrated in India. While this provides stability in a growing economy, it
also exposes the bank to risks associated with the Indian market’s fluctuations.
Asset Quality Concerns: Like many other banks, Axis Bank faces the challenge
of managing non-performing assets (NPAs) or bad loans. Maintaining asset
quality is crucial for sustainable growth and profitability.
Limited Global Presence: While Axis Bank has a presence in international
financial centers, its global footprint is not as extensive as some of its
competitors. This limits its exposure to international markets.
10.1.3 Opportunities:
Digital Expansion: With the increasing adoption of digital banking in India, Axis
Bank can further expand its digital offerings, attract new tech-savvy customers,
and enhance operational efficiency.
Financial Inclusion: There is a vast untapped market of unbanked and
underbanked individuals in India. Axis Bank can focus on financial inclusion
initiatives to expand its customer base and support economic growth.
Cross-Selling Opportunities: Given its diversified product portfolio, Axis Bank
can leverage cross-selling opportunities to existing customers, promoting
multiple products and increasing customer engagement.
Infrastructure Development: As India continues to invest in infrastructure
projects, Axis Bank can provide financing and banking solutions to companies
involved in these initiatives.
10.1.4 Threats:
Competition: The banking industry in India is highly competitive, with both
domestic and international players vying for market share. Intense competition
may put pressure on margins and customer acquisition.
Economic Fluctuations: Axis Bank’s performance is closely linked to the health
of the Indian economy. Economic downturns or financial crises could impact
the bank’s profitability and asset quality.
Regulatory Changes: The banking sector is subject to strict regulations, and
changes in regulatory policies can have significant implications on operations,
compliance costs, and profitability.
Cybersecurity Risks: As the bank relies heavily on technology, it faces
cybersecurity threats. Cyberattacks could lead to data breaches, financial
losses, and reputational damage.
 Figure 10.1.1- SWOT Analysis of Axis Bank

Chapter No: 11
11.1 Corporate Social Responsibility (CSR) activities of Axis bank :
11.1.1 CSR Philosophy: The Corporate Social Responsibility (CSR) philosophy of
the Bank is to make meaningful and measurable contributions in the lives of
socially, economically, financially and physically excluded, disadvantaged and
challenged communities of the country through an integrated approach of
development that focuses on creating opportunities for enhancing livelihood
opportunities, improving quality of education and skills development, creating
awareness amongst public at large on topics of financial literacy, health and
hygiene and facilitating or providing access to formal banking channels for un-
banked sections of the society (financial inclusion), promoting environmental
sustainability, and supporting health and sanitation initiatives which may be
implemented either directly by the Bank or through Axis Bank Foundation
(ABF) or other implementation partners, as set out in the Annual Action Plan
(AAP), approved by the Board of Directors (the Board) of the Bank.
11.1.2 CSR Policy: The Bank recognizes the importance of good corporate
governance and corporate social responsibility (CSR) in promoting and
strengthening the trust of its shareholders and other Stakeholders .The CSR
Policy shall be guided by the Bank’s corporate vision and its aspiration to be the
Bank of Choice for its Customers, Shareholders, Employees and
Community .The Bank’s CSR Policy has been formulated and adopted, in
accordance with the provisions of Section 135 of the Companies Act 2013 (the
Act), the relevant Rules framed thereunder and Schedule VII of the Act. The
Policy shall apply to all CSR projects/programs/activities (CSRProjects) which
may be undertaken/supported by the Bank either directly or through Axis Bank
Foundation (ABF) or through any other Trust/Society or Implementation
Partner(s) or NGO(s) or by/ through any Schedule VII Fund(s) that may be set
up by the Government of India.

11.1.3 CSR Focus Areas, Project(s)/Program(s): The Bank shall undertake CSR
Projects/Programs that are aligned with the areas listed in Schedule VII of the
Act within the geographical limits of India. The Bank’s CSR Focus Areas are
detailed as under:
 Lives and Livelihoods,
 Financial Literacy and Financial Inclusion ,
 Education.
11.1.4 CSR Governance Structure:
The Board of Directors of the Bank (the Board) is the highest governing body
responsible for the Bank’s CSR domain. The Board shall review the
recommendations made by the CSR committee in pursuance of the CSR
Policy and Annual Action Plan (AAP) drawn up and approved by it
encompassing activities like the selection of the project(s)/program(s) to be
undertaken by the Bank in alignment with Schedule VII of the Companies
Act, 2013 and the rules framed thereunder, the mode of utilization of funds,
monitoring and evaluation of the project(s)/program(s) and such other
responsibilities as may be prescribed by the Act and the rules from time-to-
time.
Fig 11.1.1 - CSR activities of Axis bank