SUMMER INTERNSHIP PROGRAM

PROJECT REPORT

LEVERAGING DIGITAL CHANNELS FOR

ENHANCING CUSTOMER EXPERIENCE AND MICRO
MARKET ANALYSIS

(REPORT ON MICRO-MARKET ANALYSIS FOR ICICI BANK)

 DECLARATION

I, Kunnal Vashishth student of 2nd semester MBA, Banarsidas

Chandiwala Institute of Professional Studies, hereby declare that

the dissertation entitled “LEVERAGING DIGITAL CHANNELS

FOR ENHANCING CONSUMER EXPERIENCE AND

ANALYSIS OF MICRO MARKET” embodies the report of my

project work carried out independently by me during l7th May, 2021

to 30th July, 2021 at ICICI BANK under the supervision of Mrs.

Vansala Pratap. I further declare that the personal data and

information received from any respondents has not been shared

with anyone and is used for academic purposes only.

 Table of content
Chapter No. PARTICULARS Page no.
Acknowledgement 5
Preface 6
1
Introduction Of Banking
• Definition Of Bank
• Origin Of The Word “BANK”
• Origin Of Banking
2 Banking system in India
• Indian Banking System
• History Of Banking In India
• Banks In India
3
Indian Banking Industry
• Introduction
• Market Size
• Investments/Developments
• Government Initiatives
• Achievements
• Private Sector Banks
• Comparison Between 2 Private Banks
• Public Sector Banks
• Comparison Between 2 Public Banks
4 COMPANY PROFILE
• History Of ICICI
• ICICI Bank Today
• Acquisitions
• Role in Indian financial infrastructure
• Subsidiaries
• Business Objective
• Products
• Digitization Initiatives
5 RESEARCH METHODOLOGY
 MICRO-MARKET AND ITS ANALYSIS
 FINDINGS
 CONCLUSION

6 Bibliography
ACKNOWLEDGEMENT
It isn't always feasible to put together an assignment without the help and
encouragement of different people. This one is virtually no exception. At
the very outset of this report, I would love to increase my honest and
heartfelt duty in the direction of all of the personages who've helped me on
this endeavor. Without their lively steerage, help, cooperation and
encouragement, I could have now no longer made headway with inside the
assignment. I am indebted to (ICICI Bank, Shubham Sharma-HR head and
Vansala Pratap-Branch manager) for giving me this platform to paintings at
ICICI Bank and continuously guiding me via this journey. I am
extraordinarily grateful to for directing me all through this Course and for
giving me a possibility to paintings as an intern in this kind of prestigious
organization. I .am extraordinarily grateful to Mr. for offering non-stop assist
and steerage associated with this assignment. I additionally renowned with
a deep experience of reverence, my gratitude in the direction of my
parents, own circle of relatives participants and pals who continually
supported me morally
INTRODUCTION OF BANKING

Definition Of Bank:

Banking Means "Accepting Deposits for the purpose of lending or

investment of deposits of money from the public, repayable on demand or
otherwise and withdrawn by cheque, draft or otherwise."

-Bankinq Companies (Regulation) Act,1949

f Th "BANK" :-

The origin of the word bank is shrouded in mystery. According to one

viewpoint, the Italian business house carrying on a crude form of banking

derived from German word "Branck" which means heap or mound. In

England, the issue of paper money by the government was referred to as
raising a bank.

Oriqin Of Bankinq :

Its origin in the simplest form can be traced to the origin of authentic
history. After recognizing the benefit of money as a medium of exchange,
the importance of banking was developed as it provides a safer place to
store the money. This safe place ultimately evolved into financial institutions
that accept deposits and make loans i.e., modern commercial banks.
BANKING SYSTEM IN INDIA

Indian Banking System

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 metropolitan or cosmopolitan areas in India.

History of Banks
During the days of the East India Company it was the turn of the agency
house to carry on the banking business. The General Bank of India was
the first joint stock bank to be established in the year 1786.

In the first half of the 19th century the East India Company established
three banks:-
• The Bank of Bengal in 1809
• The Bank of Bombay in 1840
• The Bank of Madras in 1843
 These three banks also known as the Presidency banks were the independent
units and functioned well. These three banks were amalgamated in 1920 and a
new bank, The Imperial Bank of India was established on 27th January, 1921.
With the passing of the State Bank of India Act in 1955 the undertaking of the
Imperial Bank of India was taken Over by the newly constituted SBI. The Reserve
Bank of India (RBI) was established in April, 1935 by passing Reserve Bank of
India act 1935.
The Central office of RBI is in Mumbai and it controls all the other banks in the
country. In the wake of the Swadeshi Movement, a number of banks with the
Indian management were established in the country namely, Punjab National
Bank Ltd.

Banks in India
 In India the banks are being segregated in different groups.
 Each group has their own benefits and limitations in operating in India.
 Each has their own dedicated target market.
 Few of them only work in the rural sector while others in both rural as well as urban.
 Many even are only catering in cities.
 Some are of Indian origin and some are foreign players.
 All these details and many more are discussed over here.
 The banks and its relation with the customers, their mode of operation, the names of
banks under different groups and other such useful information are talked about.
INDIAN BANKING INDUSTRY
Introduction
As per the Reserve Bank of India (RBI), India’s banking sector is sufficiently
capitalized and well-regulated. The financial and economic conditions in the country
are far superior to any other country in the world. Credit, market and liquidity risk
studies suggest that Indian banks are generally resilient and have withstood the global
downturn well. Indian banking industry has recently witnessed the roll out of innovative
banking models like payments and small finance banks.
The digital payments system in India has evolved the most among 25 countries
with India’s Immediate Payment Service (IMPS) being the only system at level
five in the Faster Payments Innovation Index (FPII).

Market Size
The Indian banking system consists of 12 public sector banks, 22 private
sector banks, 46 foreign banks, 56 regional rural banks, 1485 urban
cooperative banks and 96,000 rural cooperative banks in addition to
cooperative credit institutions As of November 2020, the total number of
ATMs in India increased to 209,282.
The Assets of public sector banks stood at Rs. 107.83 lakh crore (US$ 1.52
trillion) in FY20. During FY16-FY20, bank credit grew at a CAGR of 3.
57%. As of FY20, total credit extended surged to US$ 1,698. 97 billion.
During FY16-FY20, deposits grew at a CAGR of 13. 93% and reached
US$ 1. 93 trillion by FY20
Investments/Developments
Key investments and developments in India’s banking industry include:
• In December 2020, in response to the RBI's cautionary message, the
Digital Lenders’ Association issued a revised code of conduct for
digital lending.

• As of February 27, 2021, the number of bank accounts opened under

the government's flagship financial inclusion drive ‘Pradhan Mantri
Jan Dhan Yojana (PMJDY)’ reached 41.

• On November 6, 2020, WhatsApp started UPI payments service in

India on receiving the National Payments Corporation of India (NPCI)
approval to ‘Go Live’ on UPI in a graded manner.

• In October 2020, HDFC Bank and Apollo Hospitals partnered to

launch the ‘Healthy Life Program’, a holistic healthcare solution.

• In 2019, banking and financial services witnessed 32 M&A (merger

and acquisition) activities worth US$ 1.72 billion.

• In March 2020, State Bank of India (SBI), India’s largest lender,

raised US$ 100 million in green bonds through private placement.

• In February 2020, the Cabinet Committee on Economic Affairs gave

its approval for continuation of the process of recapitalization of
Regional Rural Banks (RRBs) by providing minimum regulatory
capital to RRBs for another year beyond 2019-20 - till 2020-21 to
those RRBs which are unable to maintain minimum Capital to Risk
weighted Assets Ratio (CRAR) of 9% as per the regulatory norms
prescribed by RBI.
• The NPAs (Non-Performing Assets) of commercial banks recorded a
recovery of Rs.4,00,000 crore (US$ 57. 23 billion) in the last four years
including record recovery of Rs.156,746 crore (US$ 22.42 billion) in FY19.
 Government Initiatives

• As per Union Budget 2021-22, the government will disinvest IDBI

Bank and privatise two public sector banks.
• As per Union Budget 2019-20, the Government proposed a fully
automated GST refund module and an electronic invoice system that
will eliminate the need for a separate e-way bill.

• Government smoothly carried out consolidation, reducing the number

of Public Sector Banks by eight.
• As of September 2018, the Government of India made the Pradhan
Mantri Jan Dhan Yojana (PMJDY) scheme an open-ended scheme
and added more incentives.
• The Government of India planned to inject Rs. 42,000 crore (US$
5.99 billion) in public sector banks by March.

Achievements

• In February 2021, Unified Payments Interface (UPI) recorded 2.29

billion transactions worth Rs. 4.25 lakh crore (US$ 57.68 billion).
• According to the RBI, India’s foreign exchange reserve reached US$
574.82 billion as of November 27, 2020.
• To improve infrastructure in villages, 204,000 point of sale (PoS)
terminals have been sanctioned from the Financial Inclusion Fund by
National Bank for Agriculture & Rural Development (NABARD).
• The number of transactions through immediate payment service
(IMPS) increased to 346.55 million in volume and amounted to Rs.
2.88 trillion (US$ 39.57 billion) in value in January 202
Private Sector Banks
These banks are owned and run by the private sector. Various banks in
the country such as ICICI Bank, HDFC Bank etc. An individual has
control over their banks in preparation for the share of the banks held by
him. Private banking in India was practiced since the beginning of the
banking system in India. The first private bank in India to be set up in
Private Sector Banks in India was Indusland Bank. It is one of the
fastest growing Private Sector Banks in India. IDBI ranks the tenth
largest development bank in the world as Private Banks in India and has
promoted world class institutions in India. The first Private Bank in India
to receive an in principle approval from the Reserve Bank of India was
Housing Development Finance Corporation Limited, to set up a bank in
the private sector banks in India as part of the RBI's liberalization of the
Indian Banking Industry. It was incorporated in August 1994 as HDFC
Bank Limited with a registered office in Mumbai and commenced
operations as Scheduled Commercial Bank in January 1995.
ING Vysya, yet another Private Bank of India was incorporated in the
year 1930.

Comparison between 2 Private Banks

We have selected the following two private banks for our quantitative
analysis:
• ICICI Bank-
a. ICICI Bank Limited is an Indian multinational banking and
financial services company which offers a wide range of
banking products and financial services for corporate and retail
customers through a variety of delivery channels and
 specialized subsidiaries.
b. ICICI Bank is one of the Big Four banks of India.
c. ICICI Bank is a leading private sector bank in India &
consolidated total assets stood at Rs.14.76 trillion at
September 30, 2020 with current network of 5,288 branches &
15,158 ATMs.

• HDFC Bank -

a. The Bank was incorporated in 1994 as a subsidiary of the

Housing Development Finance Corporation, with its
registered office in Mumbai, Maharashtra, India.

b. Its first corporate office and a full-service branch at Sandoz

House, Worli were inaugurated by the Union Finance
Minister, Manmohan Singh.

c. As of 31 March 2021, the Bank’s distribution network was at

5,608 branches across 2,902 cities.

d. The bank also installed 430,000 POS terminals and issued

23,570,000 debit cards and 12 million credit cards in FY
2017.

Number of locations
Basis HDFC Bank ICICI Bank

Branches 5,608 5,288

ATMs 14,897 15,158

 Products

HDFC Bank ICICI Bank

• Credit cards • Credit Cards
• Consumer banking • Consumer Banking
• Commercial banking • Corporate Banking
• Finance and insurance • Finance and Insurance
• Investment banking • Investment Banking
• Mortgage loans • Mortgage Loans
• Private banking • Private Banking
• Private equity • Private Equity
• Wealth management • Wealth Management

Revenue

Basis HDFC Bank ICICI Bank

Revenue 380.18 billion (2021) 239.53 billion (2021)

Operating income 155.33 billion (2021) 85.4 billion (2021)

Net income 81.87 billion (2021) 44.03 billion (2021)

Total assets 17.47 trillion (2021) 12.3 trillion(2021)

Number of employees 1,20,093 (2020) 97,354 (2020)

 Other Information
Basis HDFC Bank ICICI Bank

Owner Housing Development Finance Life Insurance Corporation (9.19%)

Corporation (25.7%) Specified Undertaking of Unit Trust of India
(SUUTI) (4.68%)
General Insurance Corporation of India
(1.15%) The New India Assurance Company
Limited (0.74%)
Subsidiaries • HDFC Securities • Axis Asset Management Company
• HDB Financial Services Ltd.
• Axis Mutual Fund Trustee Ltd.
• Axis Capital Ltd.
• Axis Finance Ltd.
• Axis Securities Ltd.
• A.TREDS Ltd.
• Axis Bank UK Ltd.
• Axis Trustee Services Ltd.
• Freecharge
• Accelyst Solutions Private Ltd.
• Axis Private Equity Ltd.

Public Sector Banks

Public sector banks are those banks which are owned by the
Government. The Government runs these Banks. In India 14 banks were
nationalized in 1969 & in 1980 another 6 banks were also nationalized.
Therefore in 1980 the number of nationalized banks was 20. At present
there are a total 12 Public Sector Banks in India.

We have selected the following two public banks for our

quantitative analysis:
 • State Bank of India –
a. The roots of State Bank of India lie in the first decade of the
19th century when the Bank of Calcutta later renamed the
Bank of Bengal, was established on 2 June 1806.

b. The Bank of Bengal was one of three Presidency banks,

the other two being the Bank of Bombay (incorporated on
15 April 1840) and the Bank of Madras (incorporated on 1
July 1843).
c. All three Presidency banks were incorporated as joint stock
companies and were the result of royal charters.

• Punjab National Bank –

a. Punjab National Bank is a PSU working under Central
Government of India regulated by Reserve Bank of India Act,
1934 and Banking Regulation Act, 1949.
b. Punjab National Bank was registered on 19 May 1894 under
the Indian Companies Act, with its office in Anarkali Bazaar,
Lahore, in present-day Pakistan.
c. The founding board was drawn from different parts of India
professing different faiths and of varying back-ground with,
the common objective of creating a truly national bank that
would further the economic interest of the country.
d. PNB’s founders included several leaders of the Swadeshi
movement such as Dyal Singh Majithia and Lala Harkishen
Lal, Lala Lalchand, Kali Prosanna Roy, E.

Number of locations

Basis State Bank of India Punjab National Bank

Branches 24,000 10,925

ATMs 58,555 13,914

Revenue

Basis State Bank of India Punjab National Bank

Operating income Z78,898 crore (US$11 billion) (2021) Z52,155.64 crore (US$7.3 billion) (2020)

Net income Z22,405 crore (US$3.1 billion) (2021) Z438.45 crore (US$61 billion) (2020)

Number of employees 249,448 (March 2020) 1,03,000 (2020)

Other Information

Basis State Bank of India Punjab National Bank

Parent Government of India Ministry of Finance,

Government of India

Subsidiaries • SBI Life Insurance Ltd • United Bank of India

• SBI Cards and Payment Services • Oriental Bank of Commerce
Ltd
• SBI General Insurance (70%)
• Jio Payments Bank (30%)
• Yes Bank (30%)
• Andhra Pradesh Grameena Vikas
Bank (35%)
• Kaveri Grameena Bank (35%)
 COMPANY PROFILE
History of ICICI
ICICI was formed in 1955 at the initiative of the World Bank, the Government of
India and representatives of Indian industry. The principal objective was to
create a development financial institution for providing medium-term and long-
term project financing to Indian businesses. Until the late 1980s, ICICI primarily
focused its activities on project finance, providing long-term funds to a variety of
industrial projects. With the liberalization of the financial sector in India in the
1990s, ICICI transformed its business from a development financial institution
offering only project finance to a diversified financial services provider that,
along with its subsidiaries and other group companies, offered a wide variety of
products and services.
As India’s economy became more market-oriented and integrated with the world
economy, ICICI capitalized on the new opportunities to provide a wider range of
financial products and services to a broader spectrum of clients.

ICICI Bank Today

ICICI Bank Limited is a privately owned Indian development finance institution
with its registered office in Vadodara, Gujarat, and corporate office in Mumbai,
Maharashtra. It offers a wide range of banking products and financial services
for corporate and retail customers through a variety of delivery channels and
specialised subsidiaries in the areas of investment banking, life, non-life
insurance, venture capital and asset management.
The bank has a network of 5,275 branches and 15,589 ATMs across India and
has a presence in 17 countries.

ICICI Bank is one of the Big Four banks of India.The bank has subsidiaries in the
United Kingdom and Canada; branches in United States, Singapore,
Bahrain, Hong Kong, Qatar, Oman, Dubai International Finance Centre,
China and South Africa; as well as representative offices in United Arab
Emirates, Bangladesh, Malaysia and Indonesia. The company’s UK
subsidiary has also established branches in Belgium and Germany.

Acquisitions
 1996: ICICI Ltd. A diversified financial institution with headquarters
in Mumbai
 1997: ITC Classic Finance. Incorporated in 1986, ITC Classic was
a non-bank financial firm that engaged in hire, purchase and
leasing operations. At the time of being acquired, ITC Classic had
eight offices, 26 outlets and 700 brokers.
 1997: SCICI (Shipping Credit and Investment Corporation of India)
 1998: Anagram (ENAGRAM) Finance. Anagram had built up a
network of some 50 branches in Gujarat, Rajasthan, and
Maharashtra that were primarily engaged in the retail financing of
cars and trucks. It also had some 250,000 depositors.
 2001: Bank of Madura
 2002: The Darjeeling and Shimla branches of Grindlays Bank
 2005: Investitsionno-Kreditny Bank (IKB), a Russian bank
 2007: Sangli Bank. Sangli Bank was a private sector unlisted
bank, founded in 1916, and 30% owned by the Bahte family. Its
headquarters were in Sangli in Maharashtra, and it had 198
branches. It had 158 in Maharashtra and 31 in Karnataka, and
Others in Gujarat, Andhra Pradesh, Tamil Nadu, Goa, and Delhi.
Its branches were relatively evenly split between metropolitan areas
and rural or semi-urban areas.
 2010: The Bank of Rajasthan (BOR) was acquired by the ICICI
Bank in 2010 for Z30 billion (US$420 million). RBI was critical of
BOR's promoters not reducing their holdings in the company. BOR
has since been merged with ICICI Bank.
Role in Indian financial infrastructure
ICICI bank has contributed to the setting up of a number of Indian
institutions to establish financial infrastructure in the country over the years:

• The National Stock Exchange was promoted by India's leading

financial institutions (including ICICI Ltd.) in 1992 on behalf of the
Government of India with the objective of establishing a nationwide
trading facility for equities, debt instruments and hybrids, by ensuring
equal access to investors all over the country through an appropriate
communication network.

• In 1987, ICICI Ltd along with UTI set up CRISIL as India’s first
professional credit rating agency.

• NCDEX (National Commodities and Derivatives EXchange) was set

up in 2003, by ICICI Bank Ltd, LIC, NABARD, NSE, Canara Bank,
CRISIL, Goldman Sachs, Indian Farmers Fertiliser Cooperative
Limited (IFFCO) and Punjab National Bank.

• ICICI Bank facilitated the setting up of "FINO Cross Link to Case Link
Study" in 2006, as a company that would provide technology
solutions and services to reach the underserved and underbanked
population of the country. Using technologies like smart cards,
biometrics and a basket of support services, FINO enables financial
institutions to conceptualise, develop and operationalise projects to
support sector initiatives in microfinance and livelihoods.

• Entrepreneurship Development Institute of India (EDII), was set up in

1983, by the erstwhile apex financial institutions like IDBI, ICICI, IFCI
and SBI with the support of the Government of Gujarat as a national
resource organisation committed to entrepreneurship development,
education, training and research.
 • Eastern Development Finance Corporation (NEDFI) was promoted by
national level financial institutions like ICICI Ltd in 1995 at Guwahati,
Assam for the development of industries, infrastructure, animal
husbandry, agri-horticulture plantation, medicinal plants, sericulture,
aquaculture, poultry and dairy in the North Eastern states of India.

• Following the enactment of the Securitization Act in 2002, ICICI Bank,

together with other institutions, set up Asset Reconstruction Company
India Limited (ARCIL) in 2003. ARCIL was established to acquire
Non-performing Assets (NPAs) from financial institutions and banks
with a view to enhance the management of these assets and help in
the maximization of recovery.

• ICICI Bank has helped in setting up Credit Information Bureau of

India Limited (CIBIL), India's first national credit bureau in 2000.
CIBIL provides a repository of information (which contains the credit
history of commercial and consumer borrowers) to its members in the
form of credit information reports.

• First source, an Indian BPO firm, since divested

• 3i Infotech, an Indian IT/ITES firm, since divested

Subsidiaries
• Domestic
1. ICICI Prudential Life Insurance Company Limited
2. ICICI Lombard General Insurance Company Limited
3. ICICI Prudential Asset Management Company Limited
4. ICICI Prudential Trust Limited
5. ICICI Prudential Pension Funds Management Company Limited
6. ICICI Direct
 7. ICICI Securities Primary Dealership Limited
8. ICICI Venture Funds Management Company Limited
9. ICICI Home Finance Company Limited
10. ICICI Investment Management Company Limited
11. ICICI Trusteeship Services Limited

• International
1. ICICI Bank Canada
2. ICICI Bank UK PLC
3. ICICI Bank USA
4. ICICI Bank Germany
5. ICICI Bank Eurasia Limited Liability Company
6. ICICI Securities Holdings Inc.
7. ICICI Securities Inc.
8. ICICI International Limited.

Business Objective:
Vision - To be the leading provider of financial services in India
and a major global bank.

Mission - We will leverage our people, technology, speed and

financial capital to:
• Be the banker of first choice for our customers by delivering high
quality, world-class products and services.
• Expand the frontiers of our business globally.
• Play a proactive role in the full realisation of India's potential.
• Maintain a healthy financial profile and diversify our earnings across
businesses and geographies.
• Maintain high standards of governance and ethics.
• Contribute positively to the various countries and markets in which we
operate.
• Create value for our stakeholders.
Products
ICICI Bank offers products and services such as online money transfers,
tracking services, current accounts, savings accounts,time deposits,
recurring deposits, mortgages, loans, automated lockers, credit cards,
prepaid cards, debit cards and digital wallets called ICICI pockets.

ICICI bank launched 'ICICIStack' which provides online services such as

payment options, digital accounts, instant car loans, insurance,
investments, loans etc.

Deposit Account
 Savings Account - ICICI Bank, one of India’s largest private
sector bankers, offers a variety of savings bank accounts to
individuals to meet a plethora of banking needs. An ICICI Bank
savings account can be a premium account or a basic account, an
account for children or one for senior citizens.

 Insta Savings Account - This savings account serves various

purposes. Be it saving money to meet your financial goals or
investing to save tax, the all-new Insta Save Account we offer,
can help you do it all instantly. You can easily open your Insta
Save Account online using your Aadhaar number.
Features
This savings account serves various purposes. Be it saving
money to meet your financial goals or investing to save tax, the
all-new Insta Save Account we offer, can help you do it all
instantly. You can easily open your Insta Save Account online
using your Aadhaar number.

 NPS Plus Savings Account

With our NPS plus Savings Account, you can save on your taxes,
increase your savings and avail special banking benefits. You
also get to enjoy exclusive offers and secure the golden years of
your life that follow your retirement.
 Features
» Low fund management charges on your mutual fund investments
» Choice of multiple investment options like PPF, ELSS and tax-saver
FDs Unlimited ATM withdrawals
» Complimentary insurance benefits, discounts on processing fees for
home loans, auto loans and personal loans

 The ONE' Savings Account

This is a premium savings account for the achiever in you. With this
account, you can satisfy various goals like securing your family’s future,
achieving goals, and above all, upgrading your lifestyle.

 Regular Savings Account

The Regular Savings Account from ICICI Bank lets you
experience the convenience of banking from anywhere, any time.
It gives you access to our internet banking and mobile banking
platforms, through which you can pay your bills or open a fixed
deposit, among others.

Features
» Smart Shopper Silver Debit Card with exciting offers and Visa privileges
» Access to a wide network of our branches and ATMs across India
User-friendly internet banking and mobile banking portal.

 Silver Savings Account –

With the Silver Savings Account from ICICI Bank, you can make use of our
banking services through the internet or over your mobile phone. In addition
to the regular benefits you get with a regular savings account, the Silver
Savings Account offers you many other advantage.

Features
 Free ‘Anywhere Banking’ facility across all branches of ICICI Bank
 Discount of 15% on annual locker rentals
 Unlimited cash withdrawals from ATMs of all banks, free of charge
  Gold Savings Account
The Gold Savings Account from ICICI Bank allows you to
experience a variety of privileges over and above what another
savings account can offer. With various services available free of
charge, this account makes banking easier and more convenient
for you.

Features
»Priority service at special privilege banking zones in our branches, so
you don’t have to wait
» Discount of 20% on annual locker rentals
»Unlimited cash withdrawals from ATMs of all banks, free of charge

 Titanium Savings Account

The Titanium Savings Account from ICICI Bank takes privilege to a whole new
level. This account ensures that the benefits of effortless banking are made
available not just to you, but to your family as well.

Features
» Dedicated privilege banker to assist you Discount of 40% on annual locker
rentals
» Free unlimited cash withdrawals to ATMs of all banks

 Auto Assure Savings Account

If you've availed an auto loan from us, or if you plan to do so, you can open an
Auto Assure Savings Account. This account makes it easier for you to repay
your loan through quick and easy auto debit transactions

Features
»Free unlimited access to ATMs of all the banks
»Discounts on locker rentals
»Exclusive offers and benefits with your savings account“
»Premium savings account available for our auto loan customers
 Home Assure Savings Account - The Home Assure Savings
Account from ICICI Bank is a prudent choice for you if you’ve availed
a home loan from us, or if you plan to do so. Using this account, you
can repay your loan smoothly with the auto debit facility.

Features
» Premium savings account available for our home loan customers
» Lifetime waiver of charges for balance maintenance. Discounts on locker
rentals.
»Free unlimited cash withdrawals to ATMs of all banks & exclusive offers

 Investment & Tax Savings Account - The Investment and Tax Savings
Account from ICICI Bank enables you to achieve your financial goals
and prepare for the future. This account is designed to help you make
and manage investments that allow you to save tax and create wealth.

Features
Simple investment in Equity Linked Savings Scheme (ELSS)
through Systematic Investment Plans (SIP)
Tax advantage under Section 80C of the Income Tax Act
on investing in ELSS
» No charges on non-maintenance of minimum balance*

 Savings Family Banking - Extend the benefits of your savings

account to all the members in your family with our ‘Family
Banking’ facility. With this service, your family gets to enjoy
exclusive offers and various banking privileges.

Features
» Enjoy moments of togetherness: A single 'Family' bank to cater to all
the banking needs of your family.
» Single bank account to cater to all the banking needs of your family
Superior account benefits and privileges for all the members of your
family
»Lower minimum Monthly Average Balance (MAB) requirement at the
family level
»No need for individual minimum MAB maintenance for each family
member
 3 in 1 Savings Account - Seamless for investors and traders, our 3-
in-1 Savings Account is a trading account, a demat account and a
bank account rolled into one convenient package. These three
accounts are linked together to enable seamless transactions if you
wish to invest in a variety of financial assets.

Features
Support for trading and investing in a wide range of
products like equity, derivatives, IPOs, mutual funds and
more.
» All-inclusive and low brokerage charges.
Accessibility from multiple platforms like a mobile phone,
a desktop and the web, so you don't miss out on any
investment opportunity.
 Gold Plus Savings Account - Do you want to enjoy the dual
advantages of earning interest on your fixed deposit and
simultaneously ensuring that your savings are liquid? With our Gold
Plus Savings Account, you can experience these two advantages in
one go.

Features
» Quantum Optima facility with auto sweep-in and auto
sweep-out features
Exclusive privilege banking zones and priority service
» Free Gold Privilege Debit Card with higher limits for
withdrawal and spending
» Unlimited cash withdrawals from ATMs of all the banks,
free of charge

 HUF — Hindu Undivided family - We also offer a variety of savings

accounts for the benefit of Hindu Undivided Families (HUFs). You
can open a Hindu Undivided Family Savings Account in any one of
these variants: Regular, Silver, Gold and Titanium.
 Features of HUF
»Debit Card with exciting offers and Visa privileges
»Insurance benefits including Accident Insurance and Purchase
Protection Insurance
»Free Anywhere Banking across all branches of ICICI Bank

 Current Account - ICICI Bank Current Accounts are designed to suit

small & mid-sized traders, self-employed professionals requirements. Smart
Business Account 2.0 Ivy - A special Smart Business Account with special
privileges catering to high end businesses Minimum Quarterly Average
Balance (QAB) requirement of Rs 10,00,000 with no non maintenance
charges Unlimited outward cheque returns, cheque leaves, branch
transactions, Demand Drafts (DDs)/Pay Order (POs)

Smart Business Account 2.0 Platinum - Flexible free limits as per

the average balance maintained. Minimum Quarterly Average
Balance (QAB) requirement of Rs 5,00,000. Free 200 branch
transactions per month for every Rs 1 lakh of balance maintained
Unlimited outward cheque returns

Smart Business Account 2.0 Gold - Flexible free limits as per the
average balance maintained. Minimum Quarterly Average Balance
(QAB) requirement of Rs 1,00,000. Free 10 outward cheque returns
per month . Flexible branch transactions, cheque leaves, IMPS
transactions and DD/PO limits basis balance maintained

Smart Business Account 2.0 Silver - Flexible free limits as per the
average balance maintained. Minimum Quarterly Average Balance
(QAB) requirement of Rs 50,000.Free cheque collection and payment
anywhere across the country. Free Business Gold Debit Card
M2O - An account with flexibility to customise services relevant to
your business needs. Minimum Monthly Average Balance (MAB)
requirement of Rs 3,00,000 .Customised charges and free limits,
such as cheque leaves, DD/PO limits

istartup 2.0
m Quarterly Average Balance (QAB) waiver up to one year“
Exclusive Startup assist alliance package
» Salary Account for employees and premium Savings Account
for promoters
Single account for trade and domestic transactions
Diqital Current Account
A one-of-a-kind account suitable for customers who prefer
doing all transactions digitally
No minimum balance requirement
» No charges on online transactions done through Internet
Banking or Mobile Banking

E-mandi
Designed for customers who have registered on the eNAM
(National Agricultural Market) portal
Higher cash and non-cash transaction limits across base and
non-base locations
Overdraft facility of up to Rs 5 crore

Escrow
Catering to a wide range of transactions such as sale-purchase,
real estate, mergers & acquisitions, etc.
DigiEscrow- an innovative platform to execute online
transactions
Quick turnaround for implementation of structure requirements
and simplified documentation

RERA
» Escrow account for complying with RERA
 Nil charges for opening and maintenance of RERA accounts
» Convenience of giving payment instructions through Corporate
Internet Banking

Trade Basic
Fungibility to maintain minimum Monthly Throughput of USD
5,000 or Monthly Average Balance of Rs 50,000
0.12% (minimum Rs 1,000) charges on trade transactions like
advance import, direct import and bills
Free non-cash transactions

Trade Gold
m Fungibility to maintain minimum Monthly Throughput of USD
20,000 or Monthly Average Balance of Rs 1,00,000
» Flat charges of Rs 500 per bill on trade transactions like
advance import, direct import and bills
Free FIRC and discounted rates for SWIFT and courier charges

Trade Platinum
m Fungibility to maintain minimum Monthly Throughput of USD
80,000 or Monthly Average Balance of Rs 5,00,000
» Flat charges of Rs 200 per bill on trade transactions like
advance import, direct import and bills
No charges on Foreign Inward Remittance Certificates (FIRC),
SWIFT, courier, and Export Letter of Credit (LC) Advising

Eazypay POS
No minimum swipe restrictions
m Dynamic currency conversion - instantly convert transactions
from foreign currencies into INR
Accepts all cards like American Express, Visa, RuPay, etc.

UPI QR
» Accept payments from any bank
 Instant settlement to your bank account
» No transaction charges up to Rs 2,000 per transaction

Eazypay App
» A mobile based application which allows you to collect through
multiple modes like — Unified Payment Interface (UPI), Credit
Card, Debit Card, Internet Banking or Pockets wallet
24•7 instant credit through UPI and Pockets and accepts
multiple modes of payments
Easy reconciliation

Loan
• Home Loan - Home loans from ICICI Bank come packed
with many features and benefits. Here is a quick look at
some of these perks.
TrackMyLoan feature - Track status of your loan
application online
Affordable EMIs - Get low Equated Monthly
Instalments (EMIs) with loan tenures as long as 30
years.*
Step up loan option - Enhance your loan eligibility
with this facility
PMAY Benefits -Enjoy the benefits of interest
subsidy offered to first-time home-buyers.*

• Personal Loan - A Personal Loan from ICICI Bank helps

you meet your diverse financial needs during an
emergency. It is an unsecured loan and can be used for
marriage expenses, paying the medical bills, going for
your dream vacation or renovating your home.Avail of a
Personal Loan of up to Rs 25 lakh and meet personal
exigencies that can crop up anytime in life. The quick
approval process of Personal Loans from ICICI Bank
ensures you have an easy borrowing experience. Also,
 with our instant Personal Loan online services, you can
get the funds within 3 seconds.

Benefits of Personal Loan

Once your application is approved, the funds are

credited to your account within three seconds.
You can apply for a loan from 12 to 72“ months.
keep track of the application status and get any
assistance you want 24x7.
Minimum documents needed.
The interest rate is fixed and it remains the same
throughout the loan tenure.
You need not provide any collateral or security.
The benefits are applicable for select customers
upon completion of online verification and
acceptance of the final offer.

Types of Personal loan

Wedding Loan
» Holiday Loan
Home Renovation
» Top Up Loan
Fresher Funding

• Two Wheeler & Car Loan - ICICI Bank offers you the best
car loans worth up to 100% of the on-road price of the car
you choose to buy, along with attractive interest rates and
tenure of up to seven years.
Pre-Owned (Used Car) Loan - ICICI Bank also offers
pre-owned car loans. With faster processing, ICICI Bank
Car Loan makes it possible to own a wide range of
certified/pre-owned cars quite conveniently.

Pre-Owned Car Loan Features:

 Insta Car Loan customers can avail loan upto 80%
of offer amount
Loan tenure up to 5 years
» Attractive rate of interest
» Easy documentation

Loan Aqainst Securities - Loan Against Securities or

LAS is a loan availed against your pledged securities as
collateral with a bank.ICICI Bank’s Loan Against
Securities allows you to raise instant funds against
shares, mutual funds, insurance etc., without selling them.
Pledge your securities in favour of ICICI Bank and get an
overdraft facility of up to a certain value.
Insta LAS - Loan Against Shares in just a few
minutes
» Loan up to 50% of the value of the pledged
shares, with a maximum limit of INR 20 lakh
Facility available against the approved list of
shares by the Bank
Loan by way of an overdraft facility
» Interest charged on the utilised amount and
for the utilised period only.

Investment
• Fixed Deposit - With attractive interest rates and flexible
investment tenures, ICICI Bank fixed deposits are one of
the safe investment options available. Opt for a fixed
deposit account with ICICI and let your savings grow over
a period ranging from seven days to a decade
You can open a fixed deposit account with us through a
number of channels like internet banking or mobile
banking. If you prefer accessing our banking services
in-person, simply visit the branch of ICICI Bank that is
near to you to open your fixed deposit account.
 Benefits of Fixed Deposit
Simple investment product which offers safety,
liquidity and flexibility
» Flexibility of tenure: 7 days to 10 years
Option of premature/partial withdrawal in case of
any urgent funds’ requirement
Additional 0.50% interest rate to senior citizen
customers
Overdraft against FD: Up to 90% on principal plus
accrued interest
» Facility of automatic renewal

• Recurring Deposits - Open a recurring deposit (RD)

account online with ICICI Bank and save up consistently
and conveniently from today, so you can reap benefits
tomorrow. With our RD facility, you can keep a track of
your recurring transactions, avail a loan against your
account and do so much more.

Çąrdş
• Credit Cards - ICICI Bank Credit Cards, to take care of all
your expenses. From your everyday commute to
international trips, from daily spends to luxury purchases,
from grocery shopping to fine-dining restaurants, there is
always an ICICI Bank Credit Card to take care of all your
expenses. Experience an array of benefits, attractive
offers and user-friendly features when you use a credit
card from ICICI Bank.

• Debit Cards - Choose from a wide range of ICICI Bank

Debit CardsCarry your bank account in the comfort of
 your wallet with debit cards from ICICI Bank. Choose from
our range of debit cards to experience the advantage of
quick and easy payments. Shop online or offline, withdraw
cash from ATMs, pay your bills and earn rewards in the
process.

Insurance
• Life Insurance - Term life insurance plan is a financial
safety net for your loved ones in your absence. If you are
the person insured, you pay a specific premium amount at
fixed intervals for a policy term of your choice. In case of
your unfortunate demise during this term, your cover
amount is paid to your selected nominee(s) like your
spouse, children or parents.

Benefits of life insurance

» Complete protection - Life insurance not only helps
your family maintain their current lifestyle in your
absence, but also helps pursue the future goals
planned together.
Tackling debts - Cover your family’s daily expenses
and outstanding debts like Credit Card payment,
Car Loan, Home Loan with a term life cover in your
absence.
Securing your child’s future - Term life insurance
can help you fulfil your child’s dreams when you are
not around.
Health cover for you - Protect your savings from
hefty medical bills with our Additional Critical Illness
Cover
Tax saving- Premiums paid are tax-free under
Sections 80C and 80D and the claim amount
received is tax-free under Section 10(10D)
Health Insurance - with the increase in the average
cost of hospitalisation in urban and rural India, investing in
a health insurance policy has become crucial.There are
health insurance plans that go above and beyond
everyday medical needs and ICICI Lombard Group
Health Insurance can be your one-stop solution.
Benefits
» Maternity cover
Out-of-pocket expense for medical bills and
treatments that do not require hospitalisation
m Ayurveda, Unani, Siddha and Homeopathy
treatments (Alternate Treatments)
» Cashless hospitalisation in 4,000+ network hospitals

Group Health Insurance - Our health insurance plan

comprehensively covers any medical contingency that
you may face and provides a financial safety net. Getting
the best health insurance for you or your family is smooth
with ICICI Bank and ICICI Lombard Group Health
Insurance

Product features
Sum assured options of Rs 5, 7, 10, 15, 20 and 25
lakh
» Premium starts at Rs 11 per day
» Complete family cover in one plan (2 adults + 2
children)
» No medical test up to 55 years of age
Tax benefits under Section 80D of Income Tax Act
» 3-step complete online, paperless process
Cashless approvals within 4 hours
• Two Wheeler Insurance - A Two Wheeler Insurance
policy for your two-wheeler that keeps it secure against
damage caused by natural and man-made calamities,
including acts of terrorism. Avail of Own Damage, Personal
Accident and Liability cover all in one policy. You need your
two wheeler to be insured and the best way to do this is to
purchase Motor Insurance.
Key Benefits of Two Wheeler Insurance
» Enjoy additional benefits of riding safe
Your No Claim Bonus (NCB) will be applicable for 1
or more claims as per the policy period
Renewing your policy online is a breeze
There will be no vehicular inspection conducted,
even in the case of an expired policy
Secure yourself and your co-passengers
Get an inbuilt personal accident cover and keep
your loved ones secure too with add-on
co-passenger cover
Choose extra security for your two-wheeler
Opt for add-on cover to secure electrical and
non-electrical accessories of your two-wheeler
Get a hassle-free long term policy
Get a single policy certificate that is valid for 3 years
Ride with a protective shield
Rely on our 2,150+ network garages across India
for assistance in case of any glitches during your
journey.
Choose convenience over hassles of renewal
The policy comes with tenure options of 1, 2 or 3
years. Opt for long term tenure and ride worry-free

• Travel Insurance - Travel Insurance provides utmost

protection against unseen medical and non-medical
emergencies. Additionally, any traveler below 70 years of
age need not undergo the medical check-ups. Assistance
will be provided for your loved ones at home.ICICI
Lombard Globetrotter Overseas Group Travel Insurance
will take care of uncertainties in your trip, if any, so that
you can enjoy your vacation with your loved ones.
They include:
Personal Accident
» Hospitalisation expenses
Trip delay, trip cancellation & interruption
» Loss of Passport
Loss of checked-in baggage, checked-in
baggage delay
» Missed (flight) connection

Home Insurance Policy - A home is a place, which

provides you the warmth and peace that one looks
forward to at the end of a hard day's work. However, our
home can also be threatened with burglary, damages
caused by natural and man-made disasters. To secure
your home from any threat, it offers you Home Insurance
Policy, which will provide security to the structure and/or
contents of your home against unforeseen calamities.

Benefits
Be prepared for unexpected calamities
» Enjoy a 25% discount when you insure your
household possessions
Don’t let water damages, stress you financially
» Be at peace, your treasured possessions are
secured
» Protect your home from burglary, terrorism, theft,
etc.
 Additional expenses of rent 1,00,000 for alternative
accommodation
Don’t let fire accidents burn a hole in your pocket
» Think long term, get 50% discounts

ICICI Bank Digital BankinServices nn I B nk

Digitisation has the potential to promote sustainable business practices.

For a bank, it offers opportunities to build efficiencies and enable prudent
use of resources while minimising the impact on the environment. ICICI
Bank has been a pioneer in digitisation and adoption of emerging
technologies. Our initiatives encompass digital re-engineering of our
operations that provide us an opportunity to manage our environmental
footprint while creating superior and delightful banking experiences for our
customers.

INTERNET BANKING:

Internet Banking is a convenient way to do banking from the comfort of

your home or office with over 300 services. Avoid the queues or delays and
try our simple and secure Internet Banking facility for a seamless online
banking experience.

iMOBILE APP

iMobile app, the most comprehensive and secure Mobile Banking

application with over 200 services. iMobile app has been awarded the ‘Best
Mobile Banking Experience'* by Forrester Banking WaveTM, 4 years in a
row. It is available on Android and iOS. The Bank secured the top spot in
the report on the back of extensive functionality, user experience coupled
with exceptionally strong assisted-service features. It is among the world’s
best mobile banking applications.

The new industry-first features on iMobile include:

Money Coach: A software robotics based automated personal finance and
investment advisory platform which helps customers plan their future
investments in a seamless manner. The service is offered free of cost and
enables goal based investment advisory. After the introduction of this
facility, the Bank has witnessed manifold increase in customers investing
through iMobile.

‘Discover’, one view dashboard with spend patterns: Another first of its
kind feature, it displays transactions across all savings accounts, credit
cards and Pockets wallet held with the Bank in one place. It offers a host of
services such as a consolidated statement of transactions done through the
year, a graphical representation of spending patterns, suggestions for
future transactions based on past transaction records as well as an option
to track deliverables and service requests.

Voice based payments: Leverages upon voice assistant service that

allows customers to transfer funds to their registered payees through voice
based commands

3D Touch: This feature allows users to initiate transactions such as bill

payments, fund transfer or scan a QR code by simply long pressing the
iMobile icon.

In app merchant payments: With this feature, customers can make

instant payments for day-to-day transactions such as ordering food, hotel
bookings, travel etc. from within iMobile, directly from their bank account.

Instant diqital credit: It enables customers to buy small ticket items

immediately in a completely digital and paperless manner. Using the facility,
customers to shop online, pay bills and pay to any merchant UPI ID at
physical stores instantly.

Securinq card transactions: ICICI Bank is the first bank in the country to
enable users to pre-set limits on their credit and debit cards for domestic as
well as international transactions. Additionally, the Bank has recently
introduced a new feature in iMobile that gives customers the power to
control the security of their cards from their own phones at just the flick of a
button, 24x7.
Swipe to check balance: Customers can now check their account
balance without logging in to the app. Customers can swipe on the non-
logged-in page to glance through their account balances and credit card
outstanding amount.
Favourite Transactions: This particular feature allows users to tag their
frequent transactions as ‘Favourite’ that enables seamless payments in
future.
Taxi payments: No need to worry about cash anymore, just link your ICICI
Bank Unified Payments Interface (UPI) ID and pay Uber/ Ola fares
instantly.

Rail tickets: Use the iMobile app to book rail tickets.

Flight tickets: You can count on the iMobile app for easy flight bookings.
Hotel bookinqs: Choose and book hotels smartly with the iMobile app.
Bus ticket bookinqs: Do stress-free bus ticket bookings with iMobile app.
Local deals: Use the iMobile app and get the best local deals.
Bill Pay reminders: Don't miss out on paying any of your bills. Just set
your bill payment reminders through this service and feel relaxed.

iDirect: Now manage your Demat portfolio from your phone.

Check status: See the status of all your deliverables from ICICI Bank in a
single view.

Insta Banking: Branch banking made simpler, thanks to the Insta Banking
feature. Now fill up all your paperwork without using the paper via your
iMobile app and enjoy Priority Banking.

Expressions Debit Card: Now personalise your Debit Card as per your
choice with numerous options.

Tax payment: Pay tax in advance in a few simple steps.

Buy General Insurance: Buying insurance was never so easy. Buy travel
and motor insurance in a few simple steps.

Research Methodology
SCOPE OF THE STUDY
This study is limited to the consumers within Mathura city. The study will
be able to reveal the preferences, needs, and satisfaction of the
customers regarding the banking services. It also helps banks to know
whether the existing products or services they are offering are really
satisfying the customers' needs.
OBJECTIVE OF THE STUDY:

To acknowledge the uniqueness of each market and provide enablers to

increase the market share in each micro-market profitably.

RESEARCH DESIGN DESCRIPTIVE RESEARCH DESIGN

Data Collection METHOD Survey Method
Population Respondents Availing
Banking Services
Sample Size Respondents
Sampling Method Non Probability Using
Convenience Sampling
Data Collection Instrument • Structured Questionnaire
For Primary Data
• Internet For Secondary Data
Data Processing Tool MS EXCEL

Micro-market Analysis
• Micromarketing is an approach to advertising that tends to target a
specific group of people in a niche market. With micromarketing
product and services are marketed directly to a targeted group of
customers

• To make use of micromarketing techniques, a company has to narrowly

define an audience by a particular characteristic, such as gender, job
title, age, or geography, and then create campaigns geared toward
that specific group. It can be a more expensive technique than other
approaches to marketing due to customization and lack of an economy
of scale
My catchment area: Springfield, Faridabad
Economic Variables Per capita income:
Points of interests No. of households:
Retail stores:
Schools 3
Population availing banking services 120
Industrial Estate
Hospitals
Local Bank • Punjab National Bank
• State Bank of India

About Springfield
Faridabad is the largest city in the Indian state of Haryana & in NCR also 50% of
the income tax collected in Haryana is from Faridabad and Gurgaon.
Springfield is a group of sectors which comprises a small part of Faridabad.
It includes sector 28, 29, 30 & 31.
It has a good number of hospitals, schools, shops, banks, offices, industries, etc.

Micro Market Analysis

Interpretations, Findings &
Recommendations
1. GENDER OF THE RESPONDENT:
FREQUENCY PERCENTAGE
MALE 72 60
FEMALE 48 40
TOTAL 120 100

NOs

FEMALE 48

MALE 72

0 10 20 NOs
30 40 50 60 70 80

From the above representation of the pie chart, it concluded that out
of 120 respondents 72 were male 48 were female, which comprises
60% and 40% respectively.

2. AGE OF THE RESPONDENTS:

AGE BRACKET FREQUENCY CUMULATIVE PERCENTAGE

OF THE FREQUENCY
RESPONDENTS
18-25 89 89 74.2
26•40 11 100 9.2
41•55 16 1161 13.3
ABOVE 55 4 120 3.3
TOTAL 120 100

ABOVE 55

From the representation of the above pie chart, it concluded that 89 respondents were
from the age group 18-25,11 were from the age group 26-40, 16 were from fhe age
group 41-55 and rest were above 55 which comprises 74.2% , 9.2% , 13.39% and
3.3% respectively.16 respondents between age 41-55 were found neutral in
prefer use of Banking. 4 respondents i.e. almost lo the senior citizen category
mostly preferred traditional banking.

3. SALARY BRACKET OF THE RESPONDENTS:

SALARY BRACKET OF Frequency Cumulative Percentage

RESPONDENTS Frequency
(In Rs.)

NOT EARNING YET 76 76 65.8

10000-20000 16 92 13.3
20000-30000 3 95 2.1
30000-40000 6 101 4
40000-50000 6 107 4
Above 50000 13 120 10.8
Total 120 100
 SALARY BRA CKET obse rve d

From the representation of pie chart shown a6ove, it concluded that

out of 120 respondents 76 were not earning yet that means they were
students, 16 of them were under salary bracket of Rs.10000-20000
where the majority of them were young & had just started earning by
doing a job or a business. 15 of them were from the salary bracket
Rs.20000-5000, who avail the banking services at maximum. And 13
out of 120 respondents had salary above Rs.50000 which indicates
that they might 6e availing premium services offered by 6anks that is
credit card, various type of loans, fixed deposits, etc

4. BANK ACCOUNT OF THE RESPONDENTS:

Majority of respondents had their bank accounts in Public sector

banks. This is because people rely on governments. Few People have
private sector banks to avail premium bank services which facilitates
Better and easy services to customers.
5. Respondents’ choice defining their future
banking

PRODUCT NO. OF RESPONDENTS

SAVINGS A/C 79
CURRENT A/C 19
LOAN 27
INSURANCE 25
DEMAT A/C 30
e-BANKING 1
CREDIT CARD 1
NONE 12
 NO. OF RESPONDENTS
INSURANCE

LOAN SAVINGS A/C

CURRENT A/C

From the representation in the above graph, it was concluded that 79 out of
120 participants defined their future need of banking product as Savings A/c
which comprises 65.3% of total respondents’ choice. The second most
preferred choice is Demat trading A/c, 30 respondents chose demat as their
banking need. Loans, insurance and curret a/cs were also some of the
services in which respondents showed their interests with 27, 25 and 19
respondents respectively
 B. FINDINGS
People are more inclined towards the digital mode of banking.
1. Most of the respondents preferred public sector banks rather than private sector
banks.
2. People are not ready to avail banking services, so as to keep cash with
them, in this pandemic crisis.
3. Most people find digital avenues of banking easy rather than visiting a
branch.
4. Students and not earning individuals prefer those banks which don’t have a
minimum requirement of balance.
5. Old aged people tend to use traditional banking methods rather than
online.
6. Population staying in rural areas trusts Public sector banks rather than
private ones. ( also no private bank in rural)
7. Bill payments and fund transfers are the most used feature in digital
banking.
8. People rely on digital banking because of hassle-free transactions and
security reasons.
9. Among my respondents ICICI Bank had 13 customers which comprised
11.1% of my Total respondents. Here to increase the customer base
ICICI bank should apply the competitive strategy.
10. Apart from CASA banks people tend to have insurance and Demat
accounts from their
Banks.
11. RECOMMENDATIONS
Clearing of cheques takes time and people don’t want to move out of their
places unnecessarily. Like ICICI Bank Canada, India should also start
E-cheque clearing through cans from the iMobile App itself.
12. Educate the old aged population about digital services provided by banks.
13. Also ICICI Bank should take initiatives like digital village near
my catchment as people in rural areas nearby are yet not aware of
various banking services.
14. Schemes for the rural populations will be key.
15. Focus on insurance products due to the COVID-19 pandemic.
16. Tie-ups with various institutions for education loans.
17. Providing POS machines at a cheaper rate to retail stores will
increase the customer base too.
18. Keep its digital banking apps i.e. iMobile, Instabiz, and Pocket bugs
free, and should focus on ratings and feedback of customers on App stores
regarding the same.
19. ICICI Bank in integration with ICICI Securities can organize
investments and savings awareness programs so as to increase their
base in trading accounts, mutual fund investments and ICICI Lombard
health plans too.