Introduction

Axis Bank 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
The Bank has 11 members on the Board. Dr. P.

J. Nayak is the Chairman and CEO of the Bank

PROBLEM
WHY THEY CHANGE THEIR NAME FROM UTI TO

AXIS BANK

THERE ARE 2 MAIN

REASONS
1. The recommendation for name change to
Axis Bank has arisen from the existence of
several shareholder-unrelated entities using
the UTI brand, and the consequent brand
confusion that this generates

2. The name UTI bank was changed to AXIS

bank as UTI gave a look of government sector
bank.
Hence they wanted to tell that they are
independent banks

How their strategy changed

after
that

Earlier they were only customer centric

NOW they have added Service centric and

product innovation into their strategy.

Conclusion !!!!
AXIS bank has differentiated itself very well

on the basis of high level service and product

quality.
They have successfully implemented the

change and due to this their market share has

increased only despite of tough competition
prevails.