CHAPTER – 1

INTRODUCTION OF MARKETING

INTRODUCTION OF MARKETING

The essence of marketing is an exchange or a transaction, intended to satisfy

human needs or wants. That is marketing is a human activity directed at satisfying
needs and wants, through an exchange process. A demand is a want for which the
consumer is prepared to pay a price. A want is anything or a service the consumer
desires or seeks. Wants become demands when backed by purchasing power. A need is
anything the consumer feels to keep himself alive and healthy. A transaction consists
of a value between two parties. The aim of marketing is to make sales in order to earn
reasonable profit for the producer.

DEFINITION

"Marketing includes those business activities which are involved in the flow of
goods and services from production to consumption."

OBJECTIVES :

1. Marketing is a continue process, It is an going process.

2. To develop the marketing field.
3. To develop guiding policies and their implementation for good result.
4. To suggest solutions by studying the problems relating to marketing.
5. To find sources for further information concerning the market problems.
6. To take appropriate actions in the course of actions.

1
IMPORTANCE OF MARKETING

1. Marketing is a connecting link between the consumer and the producer.

Marketing process brings new and new items to retail shops, from where the
consumers can have them.
2. Marketing helps in increasing the living standard of people. Because of mass
production, costs of manufacturing and marketing have come down. These facilitate
the fixing of cheaper rates and are a boon to the society. Thus, reduction in price will
result in a higher standard of living.
3. Marketing helps to increase the nation's income. Efficient system of marketing
reduces the cost to the minimum; this in turn lowers the prices and the consumer's
purchasing power increases. This will increase the national income.
4. Marketing removes the imbalances of supply by transferring the surplus to
deficit areas, through better transport facilities.
5. Marketing includes all activities in the creation of utilities-form, place, time
and possession.

CHAPTER – 2
BANKING IN INDIA

2
BANKING IN INDIA

Banking in India originated in the first decade of 18th century. The first
banks were The General Bank of India, which started in 1786, and Bank of Hindustan,
both of which are now defunct. The oldest bank in existence in India is the State Bank
of India, which originated in the " The Bank of Bengal" in Calcutta in June 1806. This
was one of the three presidency banks, the other two being the Bank of Bombay and
the Bank of Madras. The presidency banks were established under charters from the
British East India Company. They merged in 1925 to from the Imperial Bank of India,
which, upon India's independence, became the State Bank of India. For many years the
Presidency banks acted as quasi-central banks, as did their successors. The Reserve
Bank of India formally took on the responsibility of regulating the Indian banking
sector from 1935. After India's independence in 1947, the Reserve Bank was
nationalized and given broader powers.

A) History :

Without a sound that and effective banking system in India it can not 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.

The first bank in India, though conservative, was established in 1786 till today,
the journey of Indian Banking system can be segregated into three distinct phases.
They are as mentioned below :
 Early phase from 1786 to 1969 of Indian Banks.
 Nationalization of Indian Banks and up to 1991 prior to Indian Banking sector
Reforms.
 New phase of Indian Banking system with the advent of Indian Financial of
Banking sector Reforms after 1991.

B) Nationalization & Liberalization:

3
 By the 1960 the, Indian banking industry has become an important tool to
Facilitate the development of the Indian economy. At the same time, it has emerged as
a large employer and a debate has ensued about the possibility to nationalize the
banking industry. Indira Gandhi, the then Prime Minster of India expressed the
insertion of the GOJ in the annual conference of the All India Congress Meeting in a
paper entitled stray thoughts on Bank Nationalization.

In the early 1990 the then Narsimha Rao government embarked on a policy of
liberalization, licensing a small number of private banks. These came to be know as
New Generation teach-savvy new generation banks to be set up.) Which later
amalgamated with Oriental Bank of commerce, UTI Bank (Now re-named as Axia
Bank), ICICI Bank HDFC Bank.

C) Current Situation :

Currently (2007), banking in India is generally fairy nature in terms of supply,

product rang and reach even though reach in rural India still remains a challenge for
the private sector and foreign Banks. The Reserve Bank of India is an autonomous
body, with minimal pressure from the government. The stated Policy of the Bank on
the Indian Rupee is to manage volatility but without any fixed exchange rate and this
has mostly been true.

CHAPTER – 3
INTRODUCTION OF AXIS BANK

4
AXIS BANK
Axis Bank is a private sector Indian bank. The bank has a net worth of Rs.
2872.19 crores. Public holding of Axis Bank shares stands at 57.60% ending 31st
March, 2008. Dr. P.J Nayak is the Chairman and Chief Executive Officer.

HISTORY
Axis Bank started its financial operations in 1994. The bank was set up by a
consortium of financial companies that include Life Insurance Corporation of India
(LIC), The New India Assurance Company, Administrator of the Specified
Undertaking of the Unit Trust of India (UTI-I), United India Assurance Limited, and
The Oriental Insurance Corporation. Axis Bank of India was previously known as UTI
Bank.

A Nation wide Banking Operations :

Axis Bank presently has its registered office in Ahmedabad. The Central Office
is located in Mumbai. Axis Bank of India currently conducts its operations through
more than 700 branches and ancillary extension counters. Day to day banking
activities are further supplemented by the presence of 2854 ATMs scattered all over
the Indian Republic. Axis Bank possesses one of the largest ATM networks in India.

Corporate banking is a special forte of Axis Bank. It also has expertise in retail
banking. Asset quality of the bank is extremely high. Non Performing Assets (NPAs)
of the bank is at a comfortable low- below 1% of of its total loans. The bank also has
higher transaction margins compared to comparable peer banks. Axis Bank's higher
weightage on corporate banking also leads to diversification of credit risk. The bank
provides Internet banking and phone banking facility to its customers. Both Life and
non Life insurance services are provided by the bank.

INTRODUCTION OF AXIS BANK

Axis Bank formerly UTI Bank was the first of the new private banks to begin
operations in 1994. The bank has been promoted jointly by the Unit Trust of India,

5
Life Insurance Corporation of India, General Insurance Corporation Ltd., and it's
associates, viz. National Insurance Company Ltd., The New India Assurance
Company, The Orievdal Insurance Corporation and United Insurance Company Ltd.,
The Bank has a very wide network of more then 450 branch offices and 1891 ATMs.

LOCATION

The bank's registered office @ is at Ahmedabad and it's central office is

located at Mumbai.

UTI Bank is now Axis Bank

The erstwhile UTI Bank has changed its name to Axis Bank effective July 30,
2007. This is the first time that a bank has gone in for a brand-change voluntarily;
earlier names of banks have been changed either due to merger or an acquisition.

UTI brand was given in 1994 by its promoters and UTI Bank could use the
brand only till January 2008 as per Govt. directives. Many unrelated shareholder
entities like UTI Technological Services, UTI Investor Services and UTI Securities
were carrying the UTI brand.

Axis refers to a line of reference, stability and maturity. The new logo of the
bank has the same colour as the previous UTI logo but now uses the alphabet 'A' from
the word Axis. The bank is also publicizing the change through campaign titled
"Twins both equal".

Axis Bank has business of Rs. 102,000 crore with a market capitalization of
Rs. 21,817 crore making it the fifth largest in India. It has 60 lakhs customers and
communicating to them the name change would be the prime exercise for the bank.

Immediately, the bank will replace signages in 8 metro cities while in other 250
ities by September. It is also informing customers about the brand change though
Internet and mobile banking, ATM, call centers. newspapers and radio. Even elements
like cheque books, welcome kits, payorders have been resigned to reflect the new look.

6
 Now with a name having universal appeal, the bank would now work towards
becoming a multinational bank and diversifying into other financial services like
AMC, insurance and restore operations to reflect a modern approach to banking.

However, the bank also has a task in its hand to communicate to the customers
and public about its nature as having a UTI name prefixed would have implied that it
has been a quasi-government bank. It would also have to educate about its
shareholding to further expand itself into the retail business.

UTI Bank on Monday rechristened itself as Axis Bank. Announcing the new
name, PJ Nayak, chairman & CEO, Axis Bank, said the bank has ambitious plans to
diversify into non-banking financial sector.

He, however, refused to elaborate further on the bank's diversification plans.

The bank, with a customer base of six million, is planning inorganic growth for
its ventures dealing with new areas. It is also overhauling its corporate banking with
the involvement of McKinsey.

"We had to change our name to have our own brand and identity. We had to
give up the UTI name after using it for 13 years as we were not prepared to accept
terms and conditions (including royalty) from UTI AMC to use the name," explained
Nayak, adding that the new name was chosen considering the bank's pan-Indian as
well as international presence.

"Now we will be seen without a public sector connotation," he averred.

According to Nayak, who a two-year term as chairman and CEO, the bank would go in
for international expansion sometime down the line. The bank is well capitalized after
raising over $ 1 billion recently and is adding 150 branches and 584 ATMs. Axis Bank
is the fifth larged bank in terms of capitalization and will have a Rs. 1 lakh crore
balance sheet by end March 2008.

7
 Type Public BSE : 532215

Founded 1994, India.

Headquarters India

Key people P.J. Nayak, Chairman & CEO

Financial
Industry Commercial banks

Employees 13,389(2007) [1]

Website www.axisbank.com

Axis Bank, previously called UTI 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 was promoted jointly by the Administrator of the
Specified Undertaking of the Unit Trust of India (UTI-I), Life Insurance Corporation
of India (LIC), General Insurance Corporation Ltd., National Insurance Company Ltd.,

SHARE CAPITAL
 Authorized share capital : Rs. 300 Crores
 Paid up Share Capital : Rs. 232.86 Crores

Company Profile
Description : Axis Bank is moving ahead with the times, and with ever expanding
horizons comes a new quest. We at Axis Bank would like you to be part of the quest
and also chart your career path. So if you are a banking professional looking for an
opportunity to drive your career on the road to success, work with us. We are looking
for someone just like you Axis Bank has more than 2450 ATMs and 580 offices across
347 centers in India. The career opportunities are for all locations across Bank's
branches in the States of Tamil Nadu, Kerala, Andhra Pradesh and Karnataka.

AXIS BANK INDIA OFFICE

 The Registered Office :
Axis Bank Limited
8
 "TRISHUL", Third Floor, Opp. Smartheshwar Temple
Nr. Law Garden, Eltisbridge, Ahmedabad-380 006
Email : pj.oza@axisbank.com, rajendra.swaminarayan@utibank.co.in

 The central office :

Axis Bank Limited
131, Market Tower-Fc Cuffe Parade, Colaba,
Mumbai – 400 005
Tel. : (022)67074407 Fax : (022)-22186944, 22181429

Board of Directors
The Bank has 10 members on the Board. Dr. P.J. Nayak is the Chairman and CEO of
the Bank.
The members of the Board are :

Jharkhand
AXIS Bank AXIS Bank
Voltas House, Near Ram Satabdi Tower, 1 Sand Line
Mandir Road,
Bistupur, New Planning Area, Sakchi,
Jamshedpur -831 001 Jamshedpur - 831001

AXIS Bank AXIS Bank

No. 4, 5 A, 5b, Ward No. 15 Shri Ram Plaza, First Floor,
Ground Floor, Below Bata Bank More
Showroom Dhanbad -826 001
Main Road, Albert Ekka
Chowk
Ranchi -834001

Kerala
AXIS Bank AXIS Bank
41/419, Ground Floor, 2/2421, Condor Plaza
Chicago Plaza, Rajaji Road M.G. Road,
Ernakulum, Pattom
Kochi - 682 035 Thiruvananthapuram – 695
004
AXIS Bank
"Karupalli Arcade" AXIS Bank
YMCA Cross Road No. IX - 311, A/ 2
Calicut -673 001 Century Towers,
Near YWCA,
9
AXIS Bank 13th Main, M.C.Road,
City Centre, XXV/1130, Kottayam – 686001
Round West,
Thrissur – 680001

Karnataka
AXIS Bank AXIS Bank
No. 9, M. G. Road Essel Towers,
Block A Bunts Hostel Circle,
Bangalore -560001 Mangalore - 575 003

AXIS Bank AXIS Bank

55/5, 30th Cross, 13th Main Kalburgi Plaza
Jayanagar, 4th Block 163/20A, Main Road,
Bangalore - 560 011 Deshpandenagar
Hubli -580 029

AXIS Bank AXIS Bank

Site No. 43, Varthur Main CTS No. 5854, Congress Road
Road Tilakwadi,
Marathahalli, Belgaum -590 006
Bangalore -560 037
AXIS Bank
AXIS Bank Haripriya Complex, Temple
Gr. Floor, No.6/A, J.P. Nagar Road,
III Phase V V Mohalla,
Bannaragatta Main Road Mysore -570 002
Bangalore -560 076
AXIS Bank
AXIS Bank No. 821, Renuka Extension,
233, 2nd Main, Onkarappa Lane, P.B. Road
Between 15th And 16th Cross, Davangere -577 002
Sampige Road, Malleswaram,
Bangalore - 560003 AXIS Bank
Door/S No.8, Main Road,
AXIS Bank Siddartha Complex, Parvathi
G.G. Arcade, Service Road, Nagar,
No.2940/E-5, West Of Chord Bellary -583 103
Road,
Opp. Maruti Mandir, AXIS Bank
Vijayanagar II Stage, Shaan Complex, 453, Green
Bangalore Street
Karwar -581 301
10
AXIS Bank
No.119, 80 Feet Road, AXIS Bank
7th Block, Industrial Layout, Jawali Complex
Koramangala, Super Market
Bangalore -560 095 Gulbarga -585 101

Maharashtra
AXIS Bank AXIS Bank
Universal Insurance Bldg. Balwant Chapekar Chowk,
Ground Floor Station Road, Near Post
Sir. P. M. Road, Fort Office,
Mumbai -400 001 Chinchwad Gaon,
Pimpri-Chinchwad,
AXIS Bank Pune - 411033
Nand Nandan Bhavan,
Sodawalla Lane AXIS Bank
Borivali (W), Mumbai -400 The Pentagon,
092 Shahu College Road,
Off. Pune-Satara Road,
Parvati, Sahakar Nagar,
Pune – 411009
AXIS Bank AXIS Bank
Royal Accord IV, Main Road Parmar House
Lokhandwala Complex 2413 East Street
Andheri (W), Mumbai - 400 Gen. Thimayya Road Camp
053 Pune – 411 001

AXIS Bank AXIS Bank

Mangal Mahal
Turner Road, Bandra (W)
Mumbai -400 050
AXIS Bank
A/G3,
"Delphi-A Wing",
Hiranandani Business Park,
Powai, Mumbai - 400076
AXIS Bank
Konark Darshan, Plot No. 53
New Survey No. 1000 (Part),
CTS No. 1195 Zaver Road,
Next To Jain Temple Mulund
(West),
M. G. House,Rabindranath
Tagore Road, Besides Board
Office
Civil Lines, Nagpur - 440001
AXIS Bank
Mohan Three Wheelers Ltd.
Showroom Dheeraj Baug, LBS
Marg, Naupada, Thane (W)-
400602
AXIS Bank
No.1,1A,101 & 101A,
Vardhaman Chambers
Premises CSL, Plot 84, Sector
17,
11
Mumbai -400 080 Vashi -400 705

AXIS Bank
81, Dev Kunj AXIS Bank
Veer Savarkar Marg, Shivaji Malpani Pride,
Park, Dadar, Mumbai -400 Behind Raymond Retail Shop
028 New Pandit Colony,
Sharanpur Road
AXIS Bank Nashik -422 005
Nageshwardham,
Sector 44, Nerul,
Navi Mumbai - 400706 AXIS Bank
AXIS Bank Ground Floor,
Sterling Plaza, Plot No.1262/B Hotel 'Panchshil' Building
Jangli Maharaj Road 517, Shivaji Park
Near Deccan Gymkhana, Station Road,
Pune -411004 Kolhapur -416 001

AXIS Bank AXIS Bank

Infotech House, Plot No. 57, Sakar' Building, Adalat Road
Mayur Complex, Near Kranti Chowk,
Next To Jog High School, Aurangabad -433 001
Kothrud,
Pune - 411029 AXIS Bank
Hotel Sanket Complex, 189/6,
AXIS Bank Tilak Road,
Gr. Floor, Gulshan Tower, Ahmednagar -414 001
Mofussil Plots, Nr. Panchsheel
Talkies
NH No. 6, Near Jaistambh
Chowk,
Amravati -444 60

Madhya Pradesh
AXIS Bank AXIS Bank
Star Arcade, 124, Napier Town
Plot No.165 A & 166 Commercial Automobiles
Zone - I, Building
M.P.Nagar, Shastri Bridge Chowk
Bhopal -462 011 Jabalpur -482001.

AXIS Bank AXIS Bank

"Kamal Palace" Ground Floor,
1, Yeshwant Colony Kanwal Complex, Shrimant
12
Yeshwant Niwas Road Madhavrao
Indore - 452 003 Scindia Marg,
Gwalior -474002

AXIS Bank AXIS Bank

16/2, Sneh Nagar Main Road, Upper Ground Floor, Tiwari
Sapna Sangita Road, Towers
Indore – 452001 Rewa Road,
Satna -485 001
MANIPUR
AXIS Bank
47, THANGAL BAZAR, Imphal -795001

Meghalaya
AXIS Bank
O.B. Shopping Mall, Police Bazar Junction, Jail Road
Shillong -793 001

MIZORAM
AXIS Bank
House No. A/69/A, Chanmari Aizawl, AIZAWL – 796007

NAGALAND
AXIS Bank
UT Complex, Opp. UBC Church, KOHIMA – 797001

New Delhi
AXIS Bank AXIS Bank
"Statesman House" Plot No.1, Amar Bhavan
148, Barakhamba Road 11433, G T Karnal Road
New Delhi 110 001 Shakti Nagar,
New Delhi 110007
AXIS Bank
A-11, Vishal Enclave, AXIS Bank
Rajouri Garden Gitarattan Jindal Public School
Delhi 110 027 D-14-15 Pocket, Main Road,
Sector 7, Rohini,
AXIS Bank New Delhi 110 085
Plot No. 2, Ground Floor
Centre For Social Research AXIS Bank
Building C3/21, Janakpuri,
13
Nelson Mandela Road
Vasant Kunj,
New Delhi 110 070
AXIS Bank
D 81, Malviya Nagar
New Delhi 110 017
AXIS Bank
S-266, Greater Kailash - II
New Delhi 110 048
AXIS Bank
18, Netaji Subhash Marg
Daryaganj,
New Delhi 110 002
AXIS Bank
B-81, Defence Colony
New Delhi 110 024
Orissa
AXIS Bank
C/O. Archbishop's House
Satyanagar,
Bhubaneshwar -751 007
AXIS Bank
Hotel Pushpak,
Kalpana Square,
Bhubaneshwar – 751014
AXIS Bank
Jayashree Plaza,
34, Dolamondai, Badambadi
Cuttack -753 009
AXIS Bank
Time World, Plot No. 1195,
Ward No. 20, Tata Benz
New Delhi 110058
AXIS Bank
6/83, Padam Singh Road,
Western Extension Area
Karol Bagh,
New Delhi 110005
AXIS Bank
Plot No. 22, LSC,
Mayur Vihar -Phase II,
New Delhi 110091
AXIS Bank
B-2/11, Paschim Vihar,
New Delhi 110063
AXIS Bank
A-13, Swasthya Vihar,
Vikas Marg,
New Delhi 110092
AXIS Bank
Subhra Plaza, O T Road,
Padhuan Pada
Balasore -756 001
AXIS Bank
Ground Floor, Mangal Kunj,
Kachery Road
Rourkela -769 012
AXIS Bank
Shreeram Market Complex
Main Road,
Angul -759 122
AXIS Bank
RR Mall, Ashok Talkies Road
V.S.S. Marg,
14
Square Sambalpur -768 001
Berhampur- 760 005
Pondicherry
AXIS Bank
No. 164, Bussy Street Pondicherry 605 001

Punjab
AXIS Bank AXIS Bank
Shop No.3, LGF 50, Court Road,
Surya Towers Amritsar 143 001
108, The Mall
Ludhiana 141 001
AXIS Bank
AXIS Bank 4464/5, Rajwara Road,
50, Badri Dass Colony, Opposite Head Post Office,
Mahavir Marg, The Mall Road
Near BMC Chowk, Patiala 147 001
Jalandhar 144 001
Axis Bank
Life Insurance Corporation
AXIS Bank ( LIC ) Of India,
SCO 343-344, Jeevan Prakash Building,
SECTOR 35B, Sector 17-B,
Chandigarh – 160 022 Chandigarh - 160017
Rajasthan
AXIS Bank AXIS Bank
O-15, Green House 414, Shopping Centre
Ashok Marg, C-Scheme Kota -324 007
Jaipur -302 001
AXIS Bank
AXIS Bank Shree Gaurav Complex, Daga
A-31, Kanchan Appts., Maidan
Opp. LBS College, Near Dak Bunglow and
Tilak Nagar, Railway Station,
Jaipur - 302004 Rani Bazaar Road,
Bikaner -334 001
AXIS Bank
Showroom No.4 AXIS Bank
Panchratna Apartments AMC No.481-485/10
818, Chopasni Road Kutchery Road,
Jodhpur -342 001 India Motor Circle

AXIS Bank
151-152, Ground Floor,
15
Parihar Bhawan,
Chetak Marg
Udaipur - 313 001

Sikkim
AXIS Bank
New Market, M.G. Road, Opp.
Hotel Tashe Delek
Gangtok 737 101, Sikkim

Tamil Nadu
AXIS Bank AXIS Bank
82, Dr.Radhakrishnan Salai Door No. 4
Mylapore Goods Shed Street
Chennai -600 004 Madurai -625 001

AXIS Bank AXIS Bank

No.18, Mahatma Gandhi No.75 E/1, Salai Road,
Road, Near Thillai Nagar Arch,
Shastri Nagar Thillai Nagar,
(Nr.Adyar Bus Depot), Tiruchirapalli -620 018
Chennai -600 041
AXIS Bank
AXIS Bank Door No.115-1A,
Dev’s Ark , F-33, 2nd Avenue, Sharptronics Shopping
Complex,
Annanagar, Omalur Main Road,
Chennai - 600040 Salem -636 009

AXIS Bank AXIS Bank

Opposite Spencers Plaza, 12, East Car Street
Anna Salai, Tirunelveli -627 00
Chennai - 600002
AXIS Bank
Vigneswar Cresta,
No.1095,
Avinashi Road
Pappanaickenpalayyam,
Coimbatore - 641 037
Tripura
AXIS Bank
Banik Tower, HG Basak Road, Agartala -799 001
Uttar Pradesh
16
AXIS Bank AXIS Bank
B2-B3, Sector 16 Hotel Crystal Plaza,
Noida - 201 301 G-2/47, Civil Lines
Boundary Road,
AXIS Bank Meerut -250 001,
K-21 & K-22,
Sector-18, AXIS Bank
Noida - 201301 148, Civil Lines,
Bareilly -243 001
AXIS Bank
Ground Floor, Block AXIS Bank
No.41/4a, 28b, Civil Station
Friends Tower M.G. Marg, Civil Lines
Sanjay Place, Allahabad -211 001
Agra - 282 002
AXIS Bank
AXIS Bank C-19/134, M-B, Ground & 1st
25-B, Ashok Marg Floor
Sikander Bagh Chauraha Shastri Nagar, Sigra
Lucknow -226 001 Varanasi -221 002

AXIS Bank AXIS Bank

102/44, Hewett Road, Omji Complex, Ramghat Road
Shivaji Marg, Niranjan Puri,
Lucknow – 226001 Aligarh 202 001

AXIS Bank AXIS Bank

Khasra No. 567,
Near Hindustan Aeronautics
Ltd. (HAL),
Faizabad Road, Indira Nagar,
Lucknow - 226016
AXIS Bank
18/179, The Mall,
Opp. Phool Bagh,
Kanpur -208 001,
Plot No. 560,
Mohalla Purdilpur
AD Chowk, Bank Road
Gorakhpur 273 001
AXIS Bank
City Plaza Building
Natraj Cinema Complex
Civil LInes
Jhansi – 284 001

Uttaranchal
AXIS Bank AXIS Bank
56, Raipur Road 343/29, Civil Lines
Dehradun – 248 001 Roorkee -247 667

AXIS Bank
17
Plot No. 20, Awas Vikas
Colony,
Nainital Road,
Rudrapur -263153

West Bengal
AXIS Bank AXIS Bank
Ground & First Floors P-249, Manshabari, Late
7, Shakespeare Sarani Town, Block-B, Kolkata -
Kolkata 700 071 700089

AXIS Bank AXIS Bank

BD 20, Sector 1 Salt Lake City Spectrum House, Sevoke Road
Kolkota – 700 06
Siliguri -734 401
AXIS Bank
20, Gariahat Road,Kolkata AXIS Bank
-700 019 No.101/N, Shahid Khudiram
Sarani
AXIS Bank City Centre, Durgapur –
713101
76/69, Diamond Harbour Rd.
Behala Chowrasta AXIS Bank
37, G. T. Road, Burdwan
Kolkata -700 008 -713101

AXIS Bank AXIS Bank

Ground Floor , Mukti
Chambers 4
Clive Row, Dalhousie Square
Kolkata – 700 001
180/1, Malancha Road
Kharagpur – 721 304
AXIS Bank
126 A, Bidhan Sarani,
5 Point Crossing Shyambazar
Kolkata -700 004

CHAPTER – 4

RESEARCH METHODOLOGY

18
MEANING OF RESEARCH

Research as a scientific and systematic search for pertinent information on a

specific topic. In fact, research is an of scientific investigation. It is an academic
activity and as such the term should be used in a technical sense. Research is thus an
original contribution to the existing stock of knowledge making for its advancement. It
is a per suite of truth with the help of study, observation, comparison and experiment.
In short, the search for knowledge through objective & systematic method of finding
solution to a problem is "Research".

DEFINITION :

1. According to Advanced Learner's Dictionary, "A research is a careful

investigation or inquiry especially through search for new facts in any branch
of knowledge."

2. According to Clifford Woody, "Research comprises defining and redifming

problems, formulating hypothesis or suggested solutions, collecting, organizing
and evaluating data; making deductions and reaching conclusions; and at last
carefully testing the conclusions to determine whether they fit the fonnulating
hypothesis."

TYPE OF RESEARCH

1. Descriptive vs. Analytical.

2. Applied vs. Fundamental.
3. Quantitative vs. Qualitative.
4. Conceptual vs. Empirical.
5. Some Other Types of Research.

1. Descriptive vs. Analytical.

19
 Descriptive research includes surveys and fact-finding enquiries of
different kinds. The main feature of this method is that the researcher has no
control over the variables; he can only report what has happened or what is
happening. For Eg:- Survey method of all kinds, including comparative and co
relational methods.

2. Applied vs. Fundamental.

Research can either be applied (or action) research or fundamental (to
basic or pure) research. Applied research aims at finding a solution for an
immediate problem frying a society or an industrial/business organization.
For eg:- Research studies, concerning human behaviour carried on with a view
to make generalization about human behaviour.

3. Quantitative vs. Qualitative.

Quantitative research is based on the measurement of quantity or
amount. It is applicable to phenomena that can be expressed in terms of
quantity. Qualitative research, on the other hand, is concerned with qualitative
phenomenon.

4. Conceptual vs. Empirical.

Conceptual research is that related to some abstract idea(s) or theory. It
is generally used by philosophers and thinkers to develop new concepts. On the
other hand, empirical research relies on experience or observation alone. It is
databased research.

5. Some Other Types of Research.

1. One-time researches or long-term research
2. Field-setting research or laboratory research
3. Clinical or Diagnostic research
4. Historical research
5. Conclusion-oriented research.

20
 RESEARCH PROCESS

Preparation of the report or the thesis :-

Finally, the researcher has to prepare the report of what has been done
by him. Writing of report must be done with great care keeping in view the following :

The layout of the report should be as follows :-

1. The preliminary pages.
2. The main text.
3. The end Matter.

1. The preliminary pages :-

In this case the report should carry title and depth followed by
acknowledgements and foreword. Then there should be a table of content
followed by a list of tables and list of graphs and V charts, if any given in the
report.

2. The main text.

The main text of the report should have the following parts-
a. Introduction –
It should contain a clear statement of the objective of the
research and an explanation of the methodology adopted in
accomplishing the research.

b. Summary of Findings –
After introduction there would appear a statement of findings
and recommendations in non-technical language.

c. Main Report –
The main body of the report should be presented in logical
sequence.

d. Conclusion –
21
 Towards the end of the main text, researcher should again put
down the results of his research clearly and precisely. In fact, it is final
summing up.

3. The end Matter :-

At the end of the report, appendices should be enlisted in respect of all
technical data. Bibliography, i.e. list of books, journals, reports, etc., Index
should also be given specially in a published research report.

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research

problem. In it we study the various steps that are generally adopted by a researcher in
studying his research problem along with the logic behind them. It is necessary for the
researcher to know not only the research method/techniques but also the methodology.

Eg :- An architect, who designs a building, has to consciously

evaluate the basis of his decisions, i.e., he has to evaluate why and on what basis he
selects particular size, number and location of doors, windows and ventilators, uses
particular materials and not others and the like.

"Thus, when we talk of research methodology we not only talk of the

research methods but also consider the logic behind the methods we use in the context
of our research study and explain why we are using a particular method or technique
and why we are not using others so that research results are capable of being evaluated
either by the researcher himself or by others."

QUALITIES OF GOOD RESEARCH

1. The research procedure used should be described in sufficient detail to permit

another researcher to repeat the research for further advancement.

22
2. The procedural design of the research should be carefully, planned to yield
results that are as objective as possible.
3. The researcher should report with complete frankness, flaws in procedural
design and estimate their effect upon the findings.
4. The analysis of the data should be sufficiently adequate.
5. Conclusions should be confined to those justified by the data of research.

A) HYPOTHESIS

Hypothesis is usually considered as the principal instrument in Research: Its

main function is to suggest mew experiments and observation. In fact, many
experiments are carried out with the deliberate object of testing hypothesis. Hypothesis
means a mere assumption or some supposition to be proved or disproved. Thus a
hypothesis may be defined as a proposition set forth as an explanation for the
occurrence of some specified group of phenomena either asserted merely as a
provisional conjecture to guide some investigation. A research hypothesis is a
predictive statement, capable of being test by scientific methods, that relates and
independent variables to some dependent variables.

FEATURES

 Hypothesis should be clear and precise. If is not clear and precise, the
inferences drawn on its basis cannot be taken as reliable.
 Hypothesis should be capable of being tested. 1
 Hypothesis should state relationship between variable, if it happens. To be
relational hypothesis.
 Hypothesis should be limited in scope and must be specific.
 All concerned should state hypothesis as per as possible in most simple terms
so that the same is easily understandable.
 Hypothesis should be consistent with most known facts.
 Hypothesis should be amenable to testing within a reasonable time.

23
 Hypothesis must explain the facts that gave rise to the need for explanation.
Thus hypothesis must actually explain what it claims to explanation. Thus hypothesis
must actually explain what it claims to explain, it should have empirical reference.

B) HYPOTHESIS OF AXIS BANK (Aims of Objects)

a) Incorporate new capital

b) Revise earnings to incorporate new capital and most recent operating
performance.
c) Continue to use the our (VA methodology) and PBY multiples as
benchmarks roll over benchmarks to FY09 from FY08 previously.
d) Factor in slightly higher asset and fee growth rates; given Axis Bank's
own business momentum, as also the relatively sustained growth outlook that
the market appears to offer.
e) Their new target price is Rs. 675.20% higher than our previous target
of Rs. 560.

C) COLLECTION OF DATA

There are two types of collection data

1. Primary data
2. Secondary data

1. Primary data :
The primary data are those, which are collected afresh and for
the first time, and thus happen to be original in character.

2. Secondary data :
The secondary data on he other hand are those which have
already been collected by someone else and which have already been passed
through the statistical process.

Methods of collection primary data :

24
a. Observation method
b. Interview method
c. Through Questionnaires
d. Through Schedules
e. Other method, which include the following:-
i. Warranty cards
ii. Distributor or store audits
iii. Pantry audits
iv. Consumer panels
v. Use of mechanical devices
vi. Projective techniques
vii. Depth interviews

METHODS OF COLLECTION OF SECONDARY DATA

Secondary data may either be published data or unpublished data

usually published data are available in –
a. Various publications of the central, state are local government.
b. Various publications of foreign governments of of V international
bodies.
c. Technical and trade journals.
d. Books, magazines and newspapers.
e. Reports and publications of various associations connected with
business and industry, banks, stock exchanges, etc.
f. Reports prepared by research scholars. Universities, economists, etc. in
different fields.
g. Public records & statistics, historical documents, and other sources of
published information.

The sources of unpublished data are many they ma found

in the dairies, letters, unpublished biographies and autobiographies and through private
individuals and organizations.

COLLECTION OF DATA FOR THE PROJECT

For making this project I have collected the information as given below :-

1) I have referred the websites of axis bank to collect the information.

25
2) I have also referred the newspapers like :-
a) The Hitavada
b) Times of India
c) The Indian Express

3) Same information are collect from magazines like :-

a) Business Today
b) India Today

4) I have also referred the following books :-

a) Modern Marketing – (R.S.N. Pillai)
b) Service Marketing – ( S.M. Jha)

CHAPTER - 5
CREDIT CARDS OF AXIS BANK

26
Axis Bank entered into credit card business in 2006 and already has over 10 credit
card. Axis Bank issue VISA credit card. The bank offers a variety of cards like Silver
classic credit card, Silver Plus, Gold Classic and Gold Plus card. Bank also offers
special purpose credit cards like Gift card , Travel currency card and Remittance free.
The standard credit cards (Silver and Gold) issued by the bank provides free
insurances cover ranging from Rs.3 lakh to 5 lakh. The bank also offers special
services like 24/7 personal concierge for its credit card customers.

*Axis Bank Shop Card

- Total security
-You set the limits
- Accepted everywhere
- One Consolidated Statement
-It"s free

Axis Bank Corporate Credit Card

-Streamlining Payments
-Keeping track of costs
-Get a better deal
-4th Line Embossing
-Savings through online bookings

Axis Bank Corporate Credit Card - Individual Gold Corporate Card

-Petrol Surcharge Waiver
-Protection through insurance
-Travel Benefits
-A unique online MIS

Axis Bank Corporate Credit Card - Individual Silver Corporate Card

-Petrol Surcharge Waiver
-Protection through insurance
-Travel Benefits
A unique Online MIS

Axis Bank Subhiksha Credit Card

-Regular offers & discounts on the card
-Zero Surcharge
-Mobile Alerts
-Revolve Facility
-Auto Debit Facility

27
 Axis Bank Gold Plus Credit Card
-Pluspoint Rewards
-Comprehensive Insurance Cover
-eShop Card
-Mobile Alerts
-Revolve Facility
-Cash Advance Facility
-Auto Debit Facility
-EMI facility

Axis Bank Silver Credit Card

-Pluspoint Rewards
-eShop Card
-Comprehensive Insurance Cover
-Revolve Facility
-Cash Advance Facility
-Auto Debit Facility
Mobile Alerts
EMI Facility

Axis Bank Gold Credit Card

-Pluspoint Rewards
-eShop Card
-Comprehensive Insurance Cover
-Mobile Alerts
-Revolve Facility
-Cash Advance Facility
-Auto Debit Facility
EMI Facility

Axis Bank silver Plus Credit Card

-Pluspoint Rewards
-eShop Card
-Comprehensive Insurance Cover
-Mobile Alert
-Revolve Facility
-Cash Advance Facility
-Auto Debit Facility
-EMI Facility

Axis Bank Shriram Credit Card

-Transport Operator can withdraw cash from the ATM
-Buy fuel
-Buy tyres
-Buy oil

28
 -Buy batteries
-Can make purshases at any VISA merchant outlet in the country

Axis Bank Secured Credit Card(Gold Plus)

-Income document requirement waived off
-Flexibility to set your own credit limit on the
basis of the FD amount
-Term Deposit continues to earn interest

Axis Bank Secured Credit Card (Silver)

-Income document requirement waived off
-Flexibility to set your own credit limit on the basis of the FD amount
-Term deposit continues to earn interest

Axis Bank Secured Credit Card (Gold)

-Income document requirement waived off
-Flexibility to set your own credit limit on the basis of the FD amount
-Term deposit continues to earn interest

CHAPTER – 6
MARKETING POLICIES ADOPTED BY AXIS BANK

29
 The marketing team is responsible for an array of activities – much of which
we all see every day, be it –
• TV commercials
• Press
• Out door hoardings
• News articles
• Product Brochures
• Direct mails
• On ground Activities like stalls.

Given the breadth of activities that companies were involved in, company-
received dozens of queries, from their internal customers every day. Through this
section company aim to resolve some of the most common request of customer.
HDFC, standard success is rooted in its philosophy to always offer the customer a
choice. This has been the riving force behind its multichannel distribution strategy,
which includes advisors, banks and corporate agents.

Following are the Marketing team of HFC, standard which will support the
support the marketing strategies :-

Brand And Communication :-

Its been recognized as India's most trusted private Life Insurance Brand. It's the
one private Insurance Company that 92% of customers are aware of it's a super brand.
The brand and communication team strives to further this very image of company and
its product amongst customer. It conducts research, create ads, and negotiate deals,
dopes on ground activities and work with the media to high got a range of different
massages.
Market Research:

Customer Insight mining- this single-minded proposition describe the research

team. Dedicated to discovering the way customer mind receives, assimilates and
processes information, the research team test product and communication. Aiding
other departments working with different team within organization, understanding
problems and finding solution from a business perspective, providing actionable
insight based on statistical deduction and analytical thinking is the way research team
operates.

30
Product Development:

The product development team, along with the actuarial product team,
structures company's products uniquely the strike a chord with customer. It then
supports the sales of these products through continuous competitor comparisons,
market in sighting, benefit illustrations, sales stories on ground help.

Channel Marketing :

Be it product brochures or the OTC forms, Umbrellas, Or visibility support at

the office of company channel partners, the channel marketing tarn has develop it all.
Streamlining the creation and deployment across various sales channels and partners,
the team derives down cost and orchestrates hi- profile product launches that spur the
sales team on,

Direct Marketing:

Direct marketing taps data bases to generates high quality leads for profitable
business, mainly through tele marketing with the twin engines of instalnsure and
online marketing, DM leverage the ever growing digital space. The philosophy is to be
innovative and be interactive, cut through the clutter and inspire action.
Balance sheet of Axis Bank
Mar'08 Mar'07 Mar'06
Mar'05
Sources of funds
Owner's fund
Equity share capital 357.71 281.63 278.69
273.8
Share application money 2.19 8.98 13.44
13.4
Preference share capital - - -
-
Reserves & surplus 8,410.79 3,111.60 2,593.50
2,134.3
Loan funds
Secured loans - - -
-
Unsecured loans 87,626.22 58,785.60 40,113.53
31,712.0

31
Total 96,396.91 62,187.81 42,999.16
34,133.6
Uses of funds
Fixed assets
Gross block 1,384.70 1,098.93 898.68
764.7
Less : revaluation reserve - - -
-
Less : accumulated deprecation 590.33 450.55 345.33
216.9
Net block 794.37 648.38 553.34
502.8
Capital work-in-progress 128.48 24.82 14.37
15.6
Investments 33,705.10 26,897.16 21,527.35
14,274.9
Net Current assets
Current assets, loans & advance 2,784.51 1,892.07 1,679.98
2,071.3
7,556.90
Less: current liabilities & provisions 5,873.80 4,051.03
1,828.6
Total net current assets -4,772.38 -3,981.73 -2,371.05
242.7
Miscellaneous expenses not written - - -
-
Total 29,855.57 23,588.62 19,724.02
15,036.0
Notes :
Book value of unquoted investments - - -
-
Market value of quoted investments - - -
-
Contingent liabilities 94,598.40 67,744.86 45,043.14
23,441.8
Number of equity
shares outstanding (Lacs) 3,577.10 2816.31 2,786.91
2,737.9

SERVICES PROVIDED BY AXIS BANK

1) Consumer banking
2) NRI services
3) Retail Loans
4) Corporate banking
5) Treasury Capital Markets

32
6) Financial advisory services.

Other Services
Accounts Deposits

• EasyAccess Savings Account • Fixed Deposits

• Prime Savings account • Recurring Deposits
• Salary Savings Account • Encash 24
• Power salute: A salute to the • Tax Saver Fixed Deposit
defence forces
• Azaadi
• Senior Privilege Savings
Account
• For the woman of today –
Smart Privilege Savings
Account
• A complete banking solution
for Trusts, Associations,
Societies, Government Bodies,
Section 25 companies and NGOs
• Pension Savings Bank
Account,

Loans Cards

Apart from Gold & Silver credit

• Power Homes cards, Axis Bank provides
• Power Drive
• Personal Power • Axis Bank Meal Card
• Study Power • Axis Bank Gift Card
• Asset Power • LIC co-branded Annuity Card
33
• Two Wheeler Loan
• Loan Against Security
• Consumer Power

Capital Markets Credit

• Debt Solutions • Working Capital Finance

• Equity Solutions • Term Loans
• Private Equity, Mergers & • Trade Services and Trade
Acquisitions Finance
• Advisory Services • Structured Finance
• Trusteeship Services • Supply Chain Management
• Depository Services • Overseas Financing and
• Capital Market Funding Transactions
• e-Broking • SME Standard Products
• Power Trac
AXIS BANK Personal Loan
Introduction

Axis bank offers personal loan under personal power scheme. Salaried
persons, self employed individuals, professionals can apply for personal
loan. Bank has simple procedure, minimal documentation and speedy
approval process of the loan. Bank also gives balance transfer facility for
those who want to retire any higher cost debt.

Highlights
Loan Scheme Salaried Self Employed
Loan Type Personal Power Personal Power
Loan Amount Term Loan Term Loan
Tenure The loan amount The loan amount
sanctioned is sanctioned
dependant on the depends on the
income and other income and other
eligibility criteria eligibility
of applicants requirements of
34
 the applicant.
Interest Rate Min. - 12 Yrs. Min. - 12 Yrs.
Min. - 15 % Min. - 15 %
Max. - 22 % Max. - 23 %
Fees & charges
Salaried Self Employed
Processing Fee 2% 2%

AXIS BANK LAUNCHES AXISREMIT SERVICE FOR NRIS

NRI customers can use Axis Remit to transfer money online from their local
bank account to the receiver's account anywhere in India.

Wednesday, November 19, 2008: Axis Bank has tied up with Times of
Money, India's non-bank e-payments service provider, to launch a new online
remittance service – Axis Remit. With Axis Remit, the bank will provide high-speed
online money transfer services for NRIs belonging to major geographies viz. USA,
UK, Euro Zone (Euro Currency Area), Canada, Australia, Singapore, Hong Kong and
UAE using Times of Money's white-labelled remittance platform.

Times of Money's solutions will provide the technology platform for Axis
Remit. The back-office functions relating to remittances would also be handled by
Times of Money.

Hemant Kaul, executive director, retail banking, Axis Bank, said, "Axis Remit
is the new online remittance service from Axis Bank, representing a significant entry
of the Bank into the fast growing remittance business. Under this service, NRI
customers in USA, UK, Europe, Australia, Singapore, Hong Kong and UAE would be
able to use Axis Remit to transfer money online from their local bank account to the
receiver's account anywhere in India. In recent years, there has been a large-scale
migration of NRIs to online remittance channels from traditional remittance routes,
and we intend to be a major player in this arena. The key strengths of Axis Remit will
be our transparent pricing policy, superior customer service and faster Turn-Around-
Time."
"We are proud to partner with Axis Bank to launch this very significant service for

35
NRIs and be an enabler of the cross border flows that make India the world's largest
destination of inward remittances," added Avijit Nanda, president, Times of Money.

AXIS BANK ICONNECT

Axis Bank iConnect or Internet banking service brings the entire bank to you in
just a split second with a mere click of your mouse. Nor you can check your axis bank
account status, submit for any queries online and carry out instant transactions to and
from your Axis/ UTI Bank accounts.

All you have to do is register yourself for axis bank net banking by filling up
an application form available for download on axis bank official website or from the
axis bank branches.

You will be notified of the activation of your Internet banking account, and a
username and I-PIN (internet personal identification number) will be issued to you by
the bank. Now all you have to do is fill in your Axis Bank Internet login in the net
banking username box on the Axis Bank Website homepage. You will then be directed
to your respective bank account and will be able to carry out any necessary
transactions.

The basic features of Axis Bank online banking facility include:

Balance enquiry for savings account, current or corporate accounts, term

deposits and loan accounts.
• Online transactions
• Ministatement of past six transactions
• Access to personal account information
• Cheque Book requests
• Direct credits and debits to your account
• Check status of the instruction
• Payment Gateway for online utility and other bill payments

AXIS BANK, TIMES OF MONEY JOIN HANDS

Mumbai: Axis Bank, has tied up with Times of Money to launch Axis Remit,
the bank's own branded online remittance service.

36
 Times of Money is a leading non-bank e-payments service provider.

With Axis Remit, the bank will provide high-speed online money transfer
services for NRIs belonging to the US, UK, Euro zone, Canada, Australia, Singapore,
Hong Kong and the UAE, using Times of Money's remittance platform and know-
how, a press release issued here said.

Times of Money's white-labelled `hosted on demand' solutions will provide the

technology platform for Axis Remit and the back-office functions relating to
remittances would also be handled by Times of Money.

"This alliance integrates Axis Bank's core strengths in NRI banking and service
delivery with Times of Money's domain knowledge and technical expertise in cross-
border remittances, creating a smoother and satisfying remittance experience to NRIs
situated across the globe," the release said.

CHAPTER – 7
GROWTH OF AXIS BANK

GROWTH
37
 New name new game more growth more business Axis Bank is currently
establishing its new identity in the market place, it's high visibility advertising
campaign goes with the byline, "New name same bank."

a) Higher asset growth momentum

b) Broder business Mix through new initiatives in credit cards, international,
wealth, distribution business and forays in private equity and institutional broking.

AXIS BANK RIDES ON CORE BUSINESS GROWTH

Net profit rises 60%; robust fee income, trading gains help

Mumbai, Oct. 15 Buoyed by a higher net interest income resulting from the
growth in advances and investments, AXIS Bank has recorded a 60.46 per cent growth
in its net profit for the quarter ended September 30, 2007.

The net profit rose to Rs 227.82 crore, against Rs 141.98 crore in the
corresponding quarter of the previous fiscal. "We have done away with the expensive
term deposits due to the surplus liquidity in the system, which has contributed
positively to the high net interest income," said Dr. P.J. Nayak, Chairman, AXIS Bank.

The bank's net interest income rose 72.88 per cent at Rs. 588.67 crore (Rs
340.51 crore). The net interest margin increased to 3.28 per cent (2.92 per cent).

38
 "The net profit on the back of margin expansion (which was partly supported
by capital raising), more than 50 per cent advances growth, robust fee income and
unexpectedly high trading gains," said Mr. Vishal Goyal, an analyst with Edelweiss
Capital Ltd.

The capital adequacy ratio is at 17.59 per cent (11.52 per cent). The bank has
raised about Rs. 872.24 crore by way of GDR offering, Rs. 1,752 crore through QIP
and Rs. 1,903 crore through a preferential allotment to promoters in the quarter under
consideration.

Profit line

The fee-based income grew by 69 per cent to Rs 288 crore (Rs 170.38crore).
The bank's success in placement and syndication of corporate bounds is reflected in
the rise in feebased income, said Dr. Nayak.

The cost of funds increased 76 basis points to 6.18 per cent (5.42 per cent).

The share of low cost deposits (Savings Bank and Current Account) rose to 45
per cent of the total deposits, against 40 per cent last year. "The low cost CASA
deposits which used to be in the range of 40-42 per cent have seen a new high. It will
be a challenge for us to maintain it at these levels," said Dr. Nayak.

The net advances grew by 53.5 per cent to Rs. 44,701 crore, with agricultural
advances growing by 83.67 per cent to Rs 3,365 crore, and advances to large and mid
corporate growing by 66.29 per cent to Rs. 22,687 crore.
39
 The bank plans to have wholly owned subsidiaries for its mutual fund and
trusteeship business. The bank was already into trusteeship business, but now wants a
separate subsidiary to increase focus. Talking about the investment need for the
subsidiaries Dr. Nayak said, "Our capital adequacy is high and we can meet
investment requied for these subsidiaries." The bank's stock was up by 9.45 per cent at
Rs. 813.35 on the BSE today.

AXIS BANK SOLID GROWTH WITH STABILITY

Over the past several years Axis Bank has reflected a stupendous growth It is the third
largest private sector bank in the country after ICICI bank and HDFC bank with a
network of 594 branches with 2500 ATM centers. This network should cross 700
branches and 3000 ATM centers by Fy 08. Most of the new branches are likely to be
set up in Tier – II and Tier- III cities, which would help increase its presence in the
unbanked areas.

C.M.P Rs 825
Market cap Rs 28,825 crores
Adjusted Book Value Fy 08 Rs 234
Adjusted Book Value Fy 09 Rs 270
Price to B.V (Fy 09 3.05 times
EPS Fy 08 Rs 30
EPS FY09 Rs 45
PE Fy 08 27.5 times
PE Fy09 18.33 times
Net Interest Margin Fy09 3.2%
40
CASA Fy 08 45%
RoA (Fy 09) 1.2%
RoE (Fy 09) 16.67%(affected by recent equity
dilution)
Capital Adequacy ratio (Sept 17.59%
2007)
CAGR Fy 08- to Fy 11 35%-40% CAGR

While Banks are commoditized businesses the clutch of new generation private
sector banks are getting out of that commodity trap and investing in businesses and
resources that generate a stream of fee based income:

Most of these private sector banks are a great proxy on insurance and AMC
as they derive a significant part of their fee income from distributing these products
without necessarily taking on the risks for the same.

Fee based income is RoE and EPS accretive, does not require capex and
creates a annuity income stream from one year of effort. For example if a Bank
locks in a customer with a ULIP plan for 30 years then the effort for year 1 will
generate revenues for the Bank for the next 29 years so incremental growth in terms of
adding new customers each year would be tremendous.

Consistent growth: Over the past 31 quarters the bank has grown its net profit
in excess of 30% y-o-y in 29 out of those 31 quarters. Even in the two quarters that it
did not grow its net profit it was more of a case of extraordinary expense write off
because of valuing G-Sec on mark to market basis.

The important tools in evaluation of banking companies are RoA, NPA,

CASA and NIM while CASA and NIM are the drivers it is actually the RoA that sets
the pace in terms of market cap expansion and is one of the best efficiency indicators
of capital usage.

Recently Axis Bank has raised capital and retired high cost debt thereby
increasing its Net interest margin to 3.2% from 2.9% in the same quarter last year. The
management expects to maintain NIM at around 3.2% in the quarters to come. In the

41
last quarter CASA grew to 45.4%, an increase of 540 bps YoY. Axis compares very
favorably with HDFC bank on all efficiency parameters. Though HDFC Bank is still
ahead to Axis in terms of CASA, NIM, and RoA the recent trend in the results of Axis
Bank indicates that within the next 12-18 months Axis should get closer to HDFC
bank in terms of efficiency parameters.

Wider Business Model vs. HDFC bank: A few factors that favor such a
efficiency hike in Axis bank to HDFC bank are:

 While HDFC bank is retail focused Axis bank derives 24% of its business
from retail clients and the bank intends to slowly increase its thrust into that
segment.

 Axis Bank recently applied to SEBI for setting up an AMC. Now HDFC
Bank cannot set up an AMC because its parent HDFC already has one so
there is a conflict of interest here. Tomorrow Axis could get into anything
within the financial services space whether it is brokerage or Insurance but
HDFC bank is handicapped by its parent (for conflict of interest) in terms of
such an extension.

Declining NPA’s, Increasing fee incomes, Robust CASA growth with

expanding RoA’s are the drivers that could catapult Axis Bank closer to the level
of HDFC bank’s valuation.

Robust fee Income growth The past few years (2002-07) has seen the
company grow its fee income at a stupendous CAGR of 51 %. As the fee income
grows at a higher rate to the interest income the proportion of fee income in the overall
revenues is increasing at a brisk pace. This will create adequate trigger for a PE re-
rating in the times to come.

Axis Bank has already entered the insurance distribution business with MetLife
as its partner. Other businesses like asset management, investment banking,
Private Equity and wealth management will help the bank to maintain its growth
in fee based Income growth.

42
 The Bank sells Mutual Funds, Insurance, On-Line Broking, Portfolio
Management Services (Non-discretionary) and Gold Coins to retail customers as
part of its fee income initiative.

Excellent Asset Quality: The asset quality of the bank has shown a remarkable
improvement Gross NPAs as a proportion of gross customer assets declined to 0.95%
in Q2FY08 as compared to 1.22% in Q2FY07. Similarly, net NPAs as a proportion
of net customer assets also declined to 0.55% in Q2FY08 as compared 0.74% in
Q2FY07.

Wealth Management forays: The Bank also intends to enter the wealth
management business in a big way and has set up a US $ 500 million offshore
infrastructure fund, with a $50 million proprietary seed investment. The Bank
will leverage its Corporate and SME loan book to create investment opportunities for
the infrastructure fund.

Direct Sales Channel: Presently Retail Assets constitute 24% of the Bank’s
total advances, and the Bank continues to grow this field slowly. Generally Direct
selling Agents (DSA’s) form a large part of the distribution costs in selling retail loans.
To overcome this cost centre Axis bank has set up a subsidiary (UBL Sales Ltd). This
subsidiary would minimize cost and focus on better distribution of products and
services as well as maintain the quality of clients so acquired.

To increase its thrust in the Retail loan space Axis has set up 70 Asset Centers(RACs)
• Issued over 300,000 Credit Cards since its launch in August last year.
• 3rd largest debit card base (64 lacs) in the country.
• 1st Indian Bank to launch Travel Currency Cards in multiple currencies -US$,
Euro, GBP, AUD and CAD.
• 1st Indian Bank to launch Remittance Card and Meal Card.
• Installed base of over 54,000 EDCs and growing.
• Cards business a significant contributor to Retail Fees.

Debt Syndication: Axis is a dominant player in Placement and Syndication of

debt issues and was ranked 4th by Bloomberg in the Underwriters League Table for

43
the Indian Domestic Bonds for the first six months of calendar year 2007. Along with
this the Project Advisory Services mandates have shown a secular increase.

Float: The Bank Gets a big float of free cash in its initiative from collecting
taxes on behalf of seven State Governments and Union Territories. It is the
designated bank for collection & payments for Central Government Ministries -
Railways, Urban Development and Housing & Urban Poverty Alleviation and is
also a banker to the e-Governance initiatives of 5 State Governments.

Being bankers to such organizations helps the bank in getting free cash float
which in turn reduces the cost of funds and boasts the Net interest margin. In fact
HDFC Bank derives a big amount of its float from being a banker to the NSE.

Cash management services also increase the float and with 2592 clients CMS
is becoming a big origin for float and high CASA base.

International Forays: Axis bank has already set up branches in Singaporeand

Dubai with a representative office in Shanghai and Hong Kong. It intends to be an
international Bank with a Pan Asian presence. These foreign branches will help it
focus on offshore corporate and capital markets businesses.

The Bank has tied up with Banque Privee Edmond de Rothschild Europe
which will enable Axis bank to offer investment opportunities in global financial
products for overseas Indians. It will offer the joint product through its international
branches. Customer relationships are being handled by Axis Bank, while Banque
Privee Edmond provides expertise for global wealth management. The total asset
under overseas operations was US$ 1.24 billion as at end September’07.

The Takeover Trigger: Sometime back HSBC had taken a 15% stake in Axis
Bank and was subsequently directed by RBI to bring that stake down to fewer than
5%. Along with HSBC, Citigroup also has a stake near the threshold 5% limit
indicating that as the RBI opens the banking sector for liberalization in 2009 these
banks could see a flurry of activity. That would act more then just an icing on the

44
cake and could result in a serious PE Re-rating.We discussed this possibility in the
thread"

AXIS BANK - TRANSFORMING UTI BANK INTO A GLOBAL

MODERN BANK

The erstwhile UTI Bank has changed its name to Axis Bank
effective July 30, 2007. This is the first time that a bank has gone in for a brand-
change voluntarily; earlier names of banks have been changed either due to a merger
or an acquisition.

UTI brand was given in 1994 by its promoters and UTI Bank could use the
brand only till January 2008 as per Govt directives. Many unrelated shareholder
entities like UTI Technological Services, UTI Investor Services and UTI Securities
were carrying the UTI brand.

Axis refers to a line of reference, stability and maturity. The new logo of the
bank has the same colour as the previous UTI logo but now uses the alphabet ‘A’ from
the word Axis. The bank is also publicising the change through campaign titled
“Twins both equal”.

Axis Bank has business of Rs.102,000 crore with a market capitalisation of

Rs.21,817 crore making it the fifth largest in India. It has 60 lakh customers and
communicating to them the name change would be the prime exercise for the bank.

Immediately, the bank will replace signages in 8 metro cities while in other 250
cities by September. It is also informing customers about the brand change though
Internet and mobile banking, ATM, call centres, newspapers and radio. Even elements
like cheque books, welcome kits, payorders have been resigned to reflect the new look.

Now with a name having universal appeal, the bank would now work towards
becoming a multinational bank and diversifying into other financial services like
AMC, insurance and restructure operations to reflect a modern approach to banking.

45
 However, the bank also has a task in its hand to communicate to the customers
and public about its nature as having a UTI name prefixed would have implied that it
has been a quasi-government bank. It would also have to educate about its
shareholding to further expand itself into the retail business.

AXIS BANK OPENS DUBAI REPRESENTATIVE OFFICE

Axis Bank, one of India's largest banks with a market capitalization of $8.1
billion, has opened a representative office in Dubai, and is targeting the large
number of NRIs working in the UAE.

46
 The large number of Non-Resident Indians (NRIs) working in the Middle East
region provides good business opportunities for Indian banks, said Dr. P.J. Nayak,
chairman and chief executive for Axis Bank, which used to be called UTL Bank. He
was in Dubai to officiate at the opening of the bank's latest representative office, which
will cater to the various banking needs of NRIs in the UAE.

The representative office will be primarily engaged in promoting the bank's

retail NRI products and services, as well as supporting transactions between its
branches in India and NRIs based the UAE.

He said, "Personal banking transactions between the UAE and Inida are
growing rapidly, and our representative office in Dubai will complement the corporate
banking services offered out of our existing branch in the DIFC for facilitating part of
the banking needs of Indians based in the UAE."

RD Frank, who is leading the bank's operation in the GCC, said the
representative office will be offering the same products as those offered in India. "As a
representative office, we are not allowed to hold any assets. The new office will
instead be a marketing front for all products that we offer out of India."

Mohammed Akram, head of the new Dubai office, has targeted $246.6 million
worth of deposits for the branch this year and admitted that the main challenge for the
new entity would be other Indian banks, "but we are well-prepared for it."

He also said the bank was seriously considering providing Islamic banking solutions
and will definitely apply for the necessary licenses once an Islamic financial
framework has been established in India.

The bank also has plans to set up full branches in other GCC countries, said
Frank, However, getting a licence is difficult and at the moment, the only options for
the bank were to open either a representative office, or form an alliances with local
banks. It already has a deal in place with Qatar's Doha Bank, UAE-based Rakbank and
the Abu Dhabi Commercial Bank. It is also looking at similar tie-ups with other banks
in the region, he added.

47
 Axis Bank to venture into MF business

The country’s third-largest private sector lender Axis Bank is all set to enter
the mutual fund business in the next six to eight months.

Siddharth Rath, the bank’s senior vice-president and head of capital markets,
told Business Standard that the bank has received in-principle approval from the
Securities and Exchange Board of India (Sebi) to set up its own asset management
company (AMC). The bank is now waiting for the equity markets to stabilise before
launching its first fund.

“We received Sebi’s in-principle approval last month. The launch of our first
fund will depend on the conditions of the markets, and investor confidence. We will
have a balanced mix of equity, liquid and debt funds in our portfolio,” said Rath.

With its entry into the mutual funds business, Axis Bank would become the
36th AMC in the industry, which has been witnessing a continuous erosion in total
assets under management (AUM) for almost a year. At the end of October, the
industry’s AUM stood at around Rs 432,000 crore, recording a decline of nearly 19 per
cent from about Rs 532,000 crore at the end of October 2007.

According to Sebi norms, a company requires a minimum capital base of Rs 10

crore to set up its own AMC. “We will invest as much capital as required to form our
own fund house. Our initial investment will be Rs 25-30 crore,” said Axis Bank
Executive Director M M Agarwal.

In June, the bank had received the Reserve Bank of India’s (RBI) approval to
set up its own AMC. So far, the bank has been distributing mutual funds of other
AMCs for its private banking customers.

“The new company will be a wholly-owned subsidiary of the bank and will
carry out asset management business,” said Rath.

48
The bank has plans to employ up to 500 people for managing and distributing mutual
funds across the country. Rath said the bank has already identified the CEO, chief
investment officer, head of marketing, and other vertical heads for managing and
distributing the bank’s mutual fund schemes. The executive, however, refused to
divulge the identities of these people, explaining the business plans are still being
firmed up.

Rath said that initially, the bank will market and distribute its products through
the bank’s own network of about 750 branches across the country, without tying up
with other banks.

Axis Bank is setting up another joint venture AMC with Banque Privee
Edmond de Rothschild Europe, which is part of the LCF Rothschild Group, to provide
investment advisory services for private banking and wealth management in India.

Axis Bank to open its Asset Management Company

Private lender, Axis Bank is soon going to foray into mutual fund business.
The bank plans to commence this new venture in the coming six to eight months
period.

The bank has received an approval from the Securities and Exchange
Board of India (SEBI) to start its independent asset management firm and now it is
waiting for the equity markets to stabilize before rolling out the first fund.

Siddharth Rath, the bank's senior vice-president and head of capital markets
said, "We received Sebi's in-principle approval last month. The launch of our first fund

49
will depend on the conditions of the markets, and investor confidence. We will have a
balanced mix of equity, liquid and debt funds in our portfolio."

"The new company will be a wholly-owned subsidiary of the bank and will
carry out asset management business," added Rath.
The bank received a green signal from the Reserve Bank of India for this new
foray in the month of June. Until now the bank has been disturbing mutual funds of
other asset management companies (AMCs) to its customers.

From the past one year, the asset management industry in the country is facing
erosion in total assets under management (AUM). At the end of October 2008, the
industry' AMU showed a fall of about 19% to Rs 432,000 crore against 532,000 crore,
for the same period a year ago.

As per the SEBI instructions, a company needs to have a minimum capital base
of Rs 10 crore to set up its own AMC. "We will invest as much capital as required to
form our own fund house. Our initial investment will be Rs 25-30 crore," said Axis
Bank Executive Director M M Agarwal.

In order to manage and distribute new funds across the country, the bank plans
to employ up to 500 people. Rath confirmed that the bank has already decided on the
important designations like CEO, chief investment officer, head of marketing, and
other vertical heads. However he did not disclose the identities of these people stating
that the business plans are still on the process.

Rath also told that in the starting, the bank plans to market and distribute these
funds from its own branches without joining with any other bank. Axis Bank has about
750 branches across the country. With this entry, Axis Bank will become 36th AMC in
the industry.

The bank also plans for a joint venture AMC with Banque Privee Edmond de
Rothschild Europe. This European firm is a part of the LCF Rothschild Group and
through this tie-up Axis Bank will offer the Indian customers with investment advisory
services for private banking and wealth management.

50
 CHAPTER – 8
MILESTONES OF AXIS BANK

Mar-08 : Axis Bank launches Platinum Credit Card, India's first EMV chip based
card
Dec-07 : AXIS Bank gests AAA National Long-Term Rating from Fitch Ratings
Sept-07: Axis Bank ties up with Banque Privee Edmond de Rothschild Europe
for Wealth Management
July-07 : UTI Bank re-brands itself as Axis Bank
July-07 : UTI Bank successfully raises USD 1050 million
July-07 : UTI Bank ties up with Tata Motors Ltd. for Car Loans
June-07: UTI Bank's expansion into Asia supported by FRS
May07 : UTI Bank's launches 'Spice Rewards' on the bankcards-India's first ever
merchant-supported rewards program

51
April-07: UTI Bank opens a Financial Services Category I Branch in the DIFC in
Dubai
Mar-07 : UTI Bank ties up with Hyundai Motor India Ltd. for Car Loans
Mar-07 : UTI Bank ties up with IIFCL to provide finance for infrastructural
projects in the country
Mar-07 : UTI Bank launches Car Loans in association with Maruti Udyog Ltd
Mar-07 : UTI Bank opens a Full Licence Bank Branch in Hong Kong
Feb-07 : Finance Minister Shri P. Chidambaram Launches Shriram-UTI Bank
Co-Branded Credit Card Exclusively For Small Road Transport
Operators (SRTOS)
Feb-07 : UTI Bank announces the launch of its Meal Card
Feb-07 : UTI Bank announces the launch of its Gift Card
Feb-07 : LIC Premium payment now through UTI Bank Branches
Jan-07 : UTI bank opens Priority Banking branch in Mumbai and Kolkata
Nov-06 : UTI Bank opens Priority Banking Lounge in Pune
Sep-06 : UTI Bank launches operations of UBL Sales, its Sales Subsidiary-
Inaugurates its first office in Bangalore
Aug-06 : UTI Bank announces the launch of its Credit Card Business
Aug-06 : UTI Bank becomes the first Indian Bank to successfully issue Foreign
Currency Hybrid Capital in the International Market
Aug-06 : UTI Bank Business Gold Debit Card Master Card Launched- Designed
for business related spending by SMSs and self employed professionals
Aug-06 : UTI Bank announces the scheme of issuance of "Senior Citizen ID
Card" in associaton with Dignity Foundation
Aug-06 : UTI Bank rools out its 2000th ATM
July-06 : UTI Bank opens Representative Office in Shanghai
May-06 : UTI Bank and LIC join hands to launch an Annuity Card for group
pensioners of LIC
May-06 : UTI Bank ties up with Geojit Financial Services to offer Online
Trading service to its customers
Apr-06 : UTI Bank opens its first international branch in Singapore
Jan-06 : UTI Bank and UTI Mutual Fund to launch a new service for sale and
redemption of mutual fund schemes through the Bank's ATMs across
the country

52
Dec-05 : UTI Bank wins International Financing Review (IFR) Asia 'India Bond
House' award for the year 2005
Oct-05 : UTI Bank extends banking services to the rural milk producers in
Anand and kheda district in Gujarat
July-05 : UTI Bank and Visa international launch Mobile Refill facility Anytime,
Anywhere Pre-Paid Mobile Refill for all Visa Cardholders in India.
May-05 : UTI Bank and Bajaj Allianz join hands to distribute general insurance
products
Apr-05 : UTI Bank launches Smart Privilege- a special bank account designed
for women
Mar-05 : MTNL ties up with UTI Bank for payment of telephone bills through
the Bank's ATM network
Mar-05 : UTI Bank gets listed on the London Stock Exchange, raises US$
239.30 million through Global
Mar-05 : Depositary Receipts (GDRs)
Feb-05 : UTI Bank appointed by Government of Karnataka as the sole banker
for the Bangalore One (B1) project
Feb-05 : UTI Bank launches a powerful version of Kisan Credit Card
Jan-05 : UTI Bank ties up with Remit2India to launch the Remittance Card
Mar-05 : UTI Bank enables premium payment of LIC policies through its ATMs.
Feb-04 : Bilateral arrangement between State Bank of India (and its 7 associate
member banks) and UTI Bank. Comes into force with the
commencement of operation (as on 3rd February' 04) of the combined
network of over 4000 ATMs.
Feb-04 : UTI Bank (by pursuing a proactive strategy of forging bilateral
agreements and being a progressive player in the multi-lateral
consortiums for shared ATM network) offers its customer's access to
over 7000 ATMs across the country- the largest to be offered by any
bank in India so far.
Dec-03 : Bank inaugurated its ATM at Thegu near the Nathula Pass in Sikkim.
This ATM is at the highest altitude in India
Sep-03 : The Bank's ATMs across the country crosses the thousand mark
Sep-03 : Bank launches the Travel Currency Card.
Aug-03 : The Bank's Debit Card crosses the one million mark.
Aug-03 : Total Advances cross Rs. 7,000 Crore.
53
May-03 : Bank declares a net profit of Rs. 192.18 crores for FY03, a growth of
43% over the previous year
Mar-03 : Bank signs Agreement with Employees Provident Fund Organization
(EPFO) for disbursement of Pension
Mar-03 : Bank crosses the 800 ATM mark
Mar-03 : The Bank issues 3,83,62,834 fully paid up equity shares totaling to Rs.
164.00 crores, through a
Mar-03 : Preferential offer to Life Insurance Corporation of India (now
constituting 13.54% of
Mar-03 : the Bank's expanded equity), Citicorp Banking Corporation, Bahrain
(holding 3.84%), Chrys Capital I,
Mar-03 : LLC, Mauritus (holding 3.84%) and Karur Vysya Bank Ltd.
(constituting 1.00%) The Bank also
Mar-03 : Increases the authorized share capital of the Bank from Rs. 230 crores
to Rs. 300 crores.
Feb-03 : Bank, in a pioneering move, Iaunches the AT PAR Cheque facility,
freeof cost, for all its Savings Bank customers.
Feb-03 : Bank wins mandate to set up 14 ATMs at the Western Railway stations
along the Mumbai division.
Oct-02 : Bank launches Corporate iConnect? the Internet Banking facility for
Corporate
Aug-02 : Bank signs MoU with BSNL regarding bill collection services across
the country through both online and offine channels.
Apr-02 : Bank opens its 500th ATM
Mar-02 : Deposits Cross Rs. 12,000 Crore
Jan-02 : The Bank's 100th branch opens at Tuticorin, Tamilnadu
Jan-02 : The Bank opens an ATM at the Gol Dak-Khana, i.e. the New Delhi
GPO, making it the first instance of a commercial bank setting up an
ATM at any post-office in the country.
Dec-01 : Total Advances cross Rs. 5,000 Crore
Nov-01 : The deposit base for the Bank crosses Rs. 10,000 Crore
Sep-01 : Private placement of 26% stake in the Bank to CDC Capital Partners.
UTI holding reduces to 44.88%

54
Aug-01 : Bank signs MoU with India Post for introducing value added financial
products and services to customers of both organizations, including
setting up of UTI Bank ATMs in post offices.
July-01 : Bank ties up with Govt. of Andhra Pradesh for collection of
commercial tax
Dec-00 : Bank opens its 200th ATM. It becomes the 2nd largest ATM network
in the country, a position held even today.
Oct-00 : Bank becomes fully networked
July-00 : Financial Advisory Services offered beginning with marketing of US
64
Apr-00 : UTI Bank calls off its proposed merger with Global Trust Bank and
surges ahead on its own.
Apr-00 : Bank launches its Internet banking module, iConnect Retail lians
introduced for the first time by the Bank
Mar-00 : Profits cross Rs. 50 crore mark for the first time.
Feb-00 : Bank adopts Finacle software from Infosys for core banking
Jan-00 : Dr. P. J. Nayak takes over as Chairman and Managing Director from
Shri Supriya Gupta.
Sep-99 : Cash management services (CMS) launched, Co branded credit card
launched
Mar-99 : Deposits cross Rs. 3000 crores
Sep-98 : UTI Bank goes public with a Rs. 71 crore public issue; issue
oversubscribed 1.2 times, over 1 laakh retail investors. UTI holding
reduces to 60.85%
Jun-96 : Crosses Rs. 1000 crore deposit mark
Mar-95 : Completes first profitable year in operation
Apr-94 : First branch of UTI Bank inaugurated at Ahmedabad by Dr. Manmohan
Singh, Hon'ble Finance Minister, and Government of India.
Dec-93 : UTI comes into being
Dec-93 : Registered office at Ahmedabad ; Head office at Mumbai

Online Trading

55
Axis Bank in alliance with Geojit Financial Services now offers you an Online
TRading Account. Trade from the comfort of your home or office either through the
Internet or the Phone. This service provides you with an integrated Savings Bank
Account, Demat Account and an Online Trading Account to give you a convenient and
paper free trading experience.

As an Axis Bank Online Trading Customer you would also have the flexibility to get
an insight to a complete range of Corporate Information, Reuter News and Research
Tools which would help you to take timely Investment decisions.

AXIS BANK ONLINE BANKING :

Axis Bank Online Banking is an effective way of conducting banking transactions

from a remote location. The user of the Axis Bank online banking system requires a
User ID and Password to access the secure network. The brand name of Axis Bank
Internet banking is iConnect.
Net Banking Features :

The iConnect facility can be used for the following banking functions:
Depository Account functions like Transactions Statement, Status of Instruction
Display and Statement of Holding

Balance inquiry on the Internet for Current Account, Savings Bank Account,
Loan Account and Term Deposits.

Online Transaction Queries like:

Viewing of transaction of accounts as per client parameters.
Personal Account information may also be viewed online
Quick View functions like the synopsis of the last 6 transactions in a particular
account.

56
 Funds Transfer Facility (FTF) is available. The FTF facility of iConnect
enables the client to make utility bill payments and purchase railway tickets.

Particulars :

Axis Bank net banking involves nominal charges. Transactions up to Rs. 1 lakh
incurs a bank charge of Rs. 20. Transactions above Rs. 1 lakh incur a fee of Rs.2.00
per 1000. Any transaction above Rs.10 lakhs carry a charge of Rs. 1.50 per 1000.

Money transfers up to Rs. 2,00,000 between two bank branches involves no

charge. This service is available in all major Indian metros and important cities.
Issuance of demand drafts are restricted to places where the bank has branches. Axis
Bank will transfer any amount of money from the customer's account provided the
amount of money is present in the bank.

Axis Bank News

• Banks gear up to trade in currency futures on Friday
• MBA students can now assess their employability
• MTM losses take a toll on banks' Q1 profits
• PNB, Axis Bank raise rates
• Perfect Axis
• Fabulous Friday: Sensex up 524 pts
• Axis Bank Q1 net up 89% despite higher provisions
• Axis Bank: A creditable show
• SUUTI to offload 17% in Axis Bank
• Inflation hits 7-yr high
• Yes, Axis Bank securitise Rs 1k cr oil company loans
• Axis PE invests Rs. 126 cr in Harish Chandra
• SBI clients may lose Rs. 700 cr
• Angel Broking : Buy Axis Bank, target Rs. 1268
• Editorial : The Axis example
• Axis Bank Q4 net up 71%

57
• RIL: Margin pressures

CHAPTER – 9
CONCLUSION & RECOMMENDATION

CONCLUSION

After making this project on Axis Bank. It is concluded that.

1) Axis Bank is the nationalize bank having branches in all most all the states to
the India.

2) Axis Bank carried out various marketing policies to influence the customer for
choosing their services or products to and many other.

58
3) Axis Bank adopted following policies. Market research product development,
product development, channel marketing direct marketing.

4) It also provides various services.

1) Consumer banking
2) NRI services
3) Corporate banking
4) Treasury capital market
5) Company Detail loans

It also provide internet banking.

Through Advertising promotion, Axis bank mode customer influence to

purchase their service at maximum customer satisfaction.

Recommendation: While Axis bank has provided an annualized return of

over 49% (without including dividends), since the Bank’s IPO in September 1998
and investors could peg down their return estimates Axis does remain one of the best
bets to play the Indian Financial services industry. It is found attractive over HDFC
Bank in terms of valuation with regard to growth, efficiency and asset quality.

Maybe the change in name from to Axis Bank from UTI Bank should indicate to the
general investing community that Axis is not a PSU Bank and deserves a better
valuation then to what it is getting.

CHAPTER – 10
BIBLIOGRAPHY

BIBLIOGRAPHY

1) Website :
a) www.axisbank.com
b) www.axissales.in

2) Newspaper
59
 a) The Hitavada
b) Times of India

3) Magazine
a) Business today

4) Books
a) Modern Marketing – (R.S.N. Pillai)
b) Service Marketing – (S.M. Jha)

60