CAPSTONE PROJECT REPORT-2023

TAXONOMY OF AXIS BANK LTD,.COIMBATORE

INDUSTRY : BANKING INDUSTRY
INTRODUCTION:
The banking industry involves various financial institutions that provide services such
as accepting deposits, lending money, and facilitating financial transactions. Professionals in
this field work in roles like bankers, financial analysts, risk managers, and customer service
representatives. The industry has seen advancements in technology, leading to online banking
and digital payment solutions. It offers a wide range of career opportunities, but also requires
a strong understanding of finance, regulations, and customer relations.
One of the most popular industries in finance is the banking industry, as banks provide
valuable services like storing funds, managing credit and facilitating financial transactions. In
this article, we explore what the banking industry is like and learn about some of its defining
characteristics, including current trends and key terms. Without a sound and effective banking
system in India it cannot have a healthy economy. The banking system of India should not only
be hassle free but it should be able to meet new challenges posed by the technology and any
other external and internal factors. For the past three decades India’s banking system has
several outstanding achievements to its credit. The most striking is its extensive reach. It is no
longer confined to only metropolitans or cosmopolitans in India. In fact, Indian banking system
has reached even to the remote corners of the country. This is one of the main reasons of
India’s growth process.

GDP of banking industry:

The GDP of the bank lending to industry peaked at 22.4% as of end March 2013. It has
since fallen, and as of September 2022, stood at 12.5%. In absolute terms, the bank lending
to industry has grown by just 4% per year during the period. In comparison, as of September
2022, the retail loans of banks stood at 14.3% of the GDP, up from 9% in March 2013.
In absolute terms, the outstanding retail loans have grown at the rate of 16.1% per year
between March 2013 and September 2022. Clearly, banks increasingly want to give
out more retail loans than industrial loans. The major reason for this is that public sector
banks had gone overboard giving out industrial loans in the 2000s and early 2010s. This
led to a massive accumulation of bad industrial loans—a consequence they’ve grown
wary of.
Axis bank was established in 1993 and began its operations in 1994. Axis Bank has a
large network of 4,050 domestic branches with 11,801 ATMs and 4,917 cash recyclers spread
across the country (as on March 31, 2019). Axis Bank Limited, formerly known as UTI Bank
(1993–2007), is an Indian banking and financial services company headquartered in Mumbai,
Maharashtra. It is India's Third largest private sector bank by assets and Fourth largest by
Market capitalisation . It sells financial services to large and mid-size companies, SMEs and
retail businesses. The bank was established in 1993 and began its operations in 1994. Axis

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Bank has a large network of 4,050 domestic branches with 11,801 ATMs and 4,917 cash
recyclers spread across the country (as on March 31, 2019).
The bank has also raised its reach to 341 cities, towns and villages. The
bank has the outstanding deposit base of more than Rs. 61,000 crores with over 65 lakh
accounts. Introduction Established in 1994, the Axis Bank Ltd was the first private sector bank
in the liberalization era with its registered office at Ahmadabad and corporate office
in Mumbai. The main promoters of this bank were Unit Trust of India, LIC of
India, GIC of India (General Insurance Corporation). Within the span of 10 years, this bank
has had a momentous growth, Today it has 350 branches and extension counters across the
country .Each branch is fully computerized with a centralized database at Mumbai and disaster
management backup at Bangalore.

A Successful makeover as 'AXIS BANK:

In 2007 the bank decided to have an identity of its own distinct from its parent UTI-I. Thus was
born a brand “Axis” – a word which connotes solidity and gives a feel of transcending
geographical boundaries. The Bank successfully rebranded itself as ‘Axis Bank in July 07 which
has helped it in shedding the faint perception of being a Government owned entity. This brand
makeover was very well executed, thus ensuring No slippages in the bank’s growth trajectory
which was evident from the 67% growth in its customer accounts to 9.9 MN during FY08 as
against 5.93 MN during FY07.
The Bank today Is capitalized to the extent of ₹403.63 crores with the public holding (other
than promoters and GDRs) at 53.72%.
The Bank’s Registered Office is at Ahmedabad and its Central Office is located at Mumbai. The
Bank has a very wide network of more than 896 branches and Extension Counters (as on 31 st
December 2009). The Bank has a network of over 4055 ATMs (as on 31 st December 2009)
providing 24 hrs a day banking convenience to its customers. This is one of the largest ATM
networks in the country.
The Bank has strengths in both retail and corporate banking and is committed to adopting the
best industry practices internationally in order to achieve excellence. Axis Bank currently has
global footprints in four countries by way of 3 branches in Singapore, Hong Kong. Dubai and 2
representative offices in Shanghai and Dubai. It has also sought permission from the Sri Lankan
Government to open a branch in Sri Lanka in the current fiscal. In these locations it offers
corporate credit and trade finance solutions, debt syndication and wealth management
services to NRI population settled in these cities.

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INDUSTRY PROFILE:
Modern banking in India originated in the mid of 18th century. Among the first banks were the
Bank of Hindustan, which was established in 1770 and liquidated in 1829–32; and the General
Bank of India, established in 1786 but failed in 1791.
Banking in India has a very hoary origin. The Vedic period has literature which records the
Giving of loans to others. Banking was synonymous with money lending. The Manusmrithi
Speaks of deposits, pledges, loans and interest rate. Interest could be legally charged at
Between two and five per cent per month in order of class. The maximum amount of interest
collectable on the principal was laid down by the State. Modern banking in India began with
the rise to power of the British. The British consolidated Their power and became the most
powerful force in India after vanquishing Tipu Sultan in the Battle of Srirangapattanam in 1799.
Axis Bank Limited provides a suite of corporate and retail banking products. The Bank operates
through four segments: Treasury, Retail Banking, Corporate/Wholesale Banking and Other
Banking Business. Its Treasury operations include investments in sovereign and corporate
debt, equity and mutual funds, trading operations, derivative trading and foreign exchange
operations on the proprietary account and for customers. Its Retail Banking constitutes
lending to individuals/small businesses and activities include liability products, card services,
Internet banking, mobile banking and financial advisory services among others. Its
Corporate/Wholesale Banking includes corporate relationships not included under Retail
Banking, corporate advisory services, placements and syndication, project appraisals, capital
market related services and cash management services. Its Other Banking Business includes
Para banking activities, such as third-party product distribution and other banking
transactions.

Axis Bank is the third largest private sector bank in India. The Bank offers the entire spectrum
of financial services to customer segments covering Large and Mid-Corporate, MSME,
Agriculture and Retail Businesses. The Bank has a large footprint of 2589 domestic branches
(including extension counters) and 12,355 ATMs spread across the country as on 31st March
2015. The overseas operations of the Bank are spread over nine international offices with
branches at Singapore, Hong Kong. Dubai (at the DIFC), Colombo and Shanghai; representative
offices at Dhaka, Dubai, Abu Dhabi and an overseas subsidiary at London, UK. The
international offices focus on corporate lending, trade finance, syndication, and investment
banking and liability businesses.

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Axis Bank is one of the first new generation private sector banks to have begun operations in
1994. The Bank was promoted in 1993, jointly by Specified Undertaking of Unit Trust of India
(SUUTI) (then known as Unit Trust of India). Life Insurance Corporation of India (LIC), General
Insurance Corporation of India (GIC), National Insurance Bank Ltd.. The New India Assurance
Bank Ltd., The Oriental Insurance Bank Ltd, and United India Insurance Bank Ltd. The share
holding of Unit Trust of India was subsequently transferred to SUUTI, an entity established in
2003. With a balance sheet size of Rs. 4, 61,932crores as on 31st March 2015, Axis Bank has
achieved consistent growth and stable asset quality with a 5 year CAGR (2010-11 to 2014-15)
of 21% in Total Assets, 18% in Total Deposits, 22% in Total Advances and 24% in Net Profit.

Fig 2.1.1- Structure of organised Indian bank

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

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

Figure 2.2.1 Logo of HDFC Bank and Founder Mr. Sashidhar Jagadish

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

Figure 2.2.2 -Logo State Bank of India and Founder Mr. Dinesh Kumar Khara

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

Figure 2.2.3 - Logo of ICICI Bank and Founder Mr. Sandeep Bakhshi

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

Figure 2.2.4 - Logo of Axis Bank and Founder Mr. Amitabh Chaudhry

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2.2.5 Kotak Mahindra Bank: The Kotak Mahindra Bank is one of the leading players in
the banking sector of India. Kotak Mahindra Finance Ltd becomes India’s first non-banking
finance company to convert into a commercial bank. It founded on 21st December 1985
headquarters at mumbai. Uday Kotak, Founder and Managing Director & CEO of Kotak
Mahindra Bank has led the group in a broad range of financial services for over 35 years.

Figure 2.2.5 - Logo of Kotak Bank and Founder Mr. Uday kotak

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

Figure 2.2.6 - Logo of Indusland Bank and Founder Mr. Sumant Kathpalia

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

Figure 2.2.7-Logo of Yes Bank and Founder Mr. Rana Kapoor

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

Figure 2.2.8 - Logo of Axis Bank and Founder Mr.

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

Figure 2.2.9- Logo of Bank of Baroda Bank and Founder Mr. Sanjiv Chandha

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

Figure 2.2.10 -Logo of Bank of India Bank and Founder Mr. Shri Rajneesh Karnatak

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2.3 Product Portfolio:

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

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COMPANY PROFILE:
Axis Bank Limited, formerly known as UTI Bank (1993–2007), is an Indian banking and
financial services company headquartered in Mumbai, Maharashtra. It is India’s third largest
private sector bank by assets and Fourth largest by Market capitalisation .It sells financial
services to large and mid-size companies, SMEs and retail businesses. The bank was founded
on 3 December 1993 as UTI Bank, opening its registered office in Ahmedabad and a corporate
office in Mumbai. The bank was promoted jointly by the Administrator of the Unit Trust of
India (UTI) ,Life Insurance Corporation of India (LIC), General Insurance Corporation, National
Insurance Company, The New India Assurance Company, The Oriental Insurance Corporation
and United India Insurance Company.

3.1 Logo: The bank has retained the burgundy colour , but has changed the logo. The logo
uses the alphabet ‘A’ from the word Axis. The logo depicts a strong growth path for the bank
supported by a strong base, indicating that the bank is moving on from a position of strength.
Earlier, the bank's logo used the letters U, T and I. The bank is likely to spend around Rs50 core
in the re-branding exercise.

Figure 3.1.1 – Logo of Axis bank

3.2 Evolution of Axis bank:

• 1993: The bank was founded on 3 December as UTI Bank, opening its registered office
in Ahmedabad and a corporate office in Mumbai
• 1994: The first branch was inaugurated on 2 April in Ahmedabad by Manmohan Singh,
then finance minister of India.
• 2001: UTI Bank agreed to merge with Global Trust Bank, but the Reserve Bank of India
(RBI) with held approval and the merger did not take place.

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• 2004: The RBI put Global Trust under moratorium and supervised its merger with
Oriental Bank of Commerce. The following year, UTI bank was listed on the London
Stock Exchange.
• 2006: UTI Bank opened its first overseas branch in Singapore. The same year it opened
an office in Shanghai, China.
• 2007: It opened a branch in the Dubai International Financial Centre and branches in
Hong Kong. On 30 July, UTI Bank changed its name to Axis Bank.
• 2009: Shikha Sharma was appointed as the MD and CEO of Axis Bank.
• 2013:Axis Bank's subsidiary, Axis Bank UK commenced banking operations.
• 2019: On 1 January , Amitabh Chaudhry took over as MD and CEO .Axis Bank wins for
‘Excellence in Operations’ at the International Data Corporation (IDC) Insights Awards,
2019. Axis Bank wins ‘Top Sell-side Firm in Secondary Market’ and ‘Top Arrangers –
Investors’ Choice for Primary Issues’ at The Asset Benchmark Research Awards, 2019.
• 2021: Axis Bank has won for the Best Contactless Payments Project of the Year at the
6th edition of Payments & Cards Summit & Awards. Axis Bank has won the Best Prepaid
card of the Year at the 6th edition of Payments & Cards Summit & Awards.
• 2022- till now: The Bank’s balance sheet grew 10% YOY and stood at `12,23,509 crores
as on 31st December 2022.During the year, we stepped up growth in the wholesale
bank with domestic corporate loan book up 24% led by broad-based growth across our
coverage segments. The wholesale bank’s profitability too saw strong improvement
led by our focus on driving higher growth in focus on driving higher growth in focus
segments, backed by strong risk architecture and our and prudent policies. During the
year, we continued to focus on serving Indian corporates with global operations
through our consolidated overseas branch operations in Dubai, Singapore and GIFT
City, India, offering them an entire spectrum of financial services.

3.3 Vision and Mission of Axis bank:

3.3.1 Vision: The AXIS Bank is committed to maintain the highest level of ethical standards,
professional integrity and regulatory compliance. AXIS Bank’s business philosophy is based on
four core values such as:

• Operational excellence.
• Customer Focus.
• Product leadership.
• People.

The objective of the AXIS Bank is to provide its target market customers a full range of financial
products and banking services, giving the customer a one-step window for all his/her
requirements. The AXIS Bank plus and the investment advisory services programs have been
designed keeping in mind needs of customers who seeks distinct financial solutions,
information and advice on various investment avenues.

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3.3.2 Mission:
• World Class Indian Bank
• Benchmarking against international standards.
• To build sound customer franchises across distinct businesses.
• Best practices in terms of product offerings, technology, service levels, risk
management and audit & compliance
Customer services and product innovation to meet the diverse needs of the individual and
corporate clientele. Continuous up gradation of technology while maintaining human values.
Progressive globalization and achieving international standards. Efficiency and effectiveness
based on ethical practices.

Amitabh Chaudhry,
Fig 3.1.1 - Managing director and chief executive officer of Axis bank
3.4 Promoters:
Axis Bank is one of the first new generation private sector banks to have begun
operations in 1994. The Bank was promoted in 1993, jointly by Specified Undertaking of Unit
Trust of India (SUUTI) (then known as Unit Trust of India), Life Insurance Corporation of India
(LIC), General Insurance Corporation of India (GIC), National Insurance Company Ltd. (NIC),
The New India Assurance Company Ltd. (NIA), The Oriental Insurance Company Ltd. (OIC), and
United India Insurance Company Ltd. (UIIC). The shareholding of Unit Trust of India was
subsequently transferred to SUUTI, an entity established in 2003. GIC, NIC, NIA, OIC, UIIC have
been reclassified from promoter category to public category. As on March 31, 2023, SUUTI
and LIC are the promoters of the Bank.

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3.5 Capital Structure:

The Bank has an authorized share capital of Rs. 850 crores comprising 4,250,000,000
equity shares of Rs.2/- each as on 31st March 2023. The Bank has issued, subscribed and paid-
up equity capital of Rs. 615.37 crores, constituting 3,07,68,52,012 equity shares of Rs. 2/-
each as on 31st March 2023. The Bank’s shares are listed on the National Stock Exchange of
India Limited and the BSE Limited. The GDRs issued by the Bank are listed on the London Stock
Exchange (LSE). The Bonds issued by the Bank under the MTN programme are listed on the
Singapore Stock Exchange.

3.6 Subsidiaries: The Bank at present has following 9 subsidiaries and 2 step-down
subsidiaries.
The Bank has 9 subsidiaries namely,

▪ Axis Capital Ltd. (ACL),

▪ Axis Securities Ltd. (ASL),
▪ Axis Trustee Services Ltd. (ATSL),
▪ Axis Asset Management Company Ltd. (AAMC),
▪ Axis Mutual Fund Trustee Ltd. (AMFT),
▪ Axis Finance Ltd. (AFL),
▪ A.TREDS Ltd.(ATL),
▪ Axis Bank UK Ltd. (ABUK) and
▪ Free charge Payment Technologies Private Ltd. (FPTPL).

Step-down subsidiaries –
▪ Axis Capital USA LLC (subsidiary of Axis Capital Ltd.)
▪ Axis Pension Fund Management Ltd. (subsidiary of Axis Asset Management Company
Ltd.

3.7 Awards and Recognitions :

2021;
• Axis Bank wins ‘Best DCM House in India’ at Finance Asia’s Country Awards
• Axis Bank wins ‘Best Digital Bank’ award at The Financial Express’ Best Banks Awards
for the third consecutive year
• Axis Bank wins Best Regional Communication Campaign award at ET Brand Equity
Kaleido Awards
• Axis Bank wins ‘Digital Lending with the Private Sector Bank’ award at The ASSOCHAM
National E-Summit & Awards Banking & Financial Lending Companies “Digital Financial
Services
• Axis Bank wins ‘Best Digital Bank’ award at the Asiamoney Banking Awards for the
second consecutive year and in four of the past five years axis Bank wins ‘Best Data
Analytics Project’ at The Asset Triple A Digital Awards.

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Axis Bank wins ABF Retail Banking Awards 2023 for:

• Domestic Retail Bank of the Year -India

• Digital Transformation of the Year-India Axis Bank wins Transunion CIBIL Award 2023
for Highest Improvement in Data Quality of Commercial Bureau Axis Bank wins Best
Product Innovation in BFSl at the UBS Forums BFSI Tech Summit and Awards.
• Axis Bank wins Infosys Finacle Award for Platinum Level & Gold Level
Platinum Level(1. Corporate to Bank(C2B) digitalization of trade products through Swift
India Channel and Innovative Product offering
• Finacle LMS 2. Al implementation for banking AML compliance unit)
Gold Level (Merchant cash advance and Neo API banking suite- API developer Portal
for Corporates)
• Axis Bank wins Best Private Bank for Digital Marketing, Communication and Client
Acquisition in Asia at the Financial Times Annual Wealth Tech
Awards
• Axis Bank recognized as one of the World's Best Banks by Forbes Media
• Axis Bank wins FICO Decision Award for Cloud Deployment
• Axis Bank wins ETBFSI Best Brands Award for Best BFSI Brand
• Axis Bank wins The Asset Triple A Digital Award for Neo API Banking Suite
• Axis Bank wins the Dun & Bradstreet BFSI Award for Best BFSI Customer Experienee
(Neo API Banking Suite, a Project Neo Initiative on API
Developer Portal)
• Axis Bank wins Banking Innovation Award at the Qorus-Accenture (EFMA) Awards
2022.

Fig 3.7- Award of Axis bank

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ORGANIZATION STRUCTURE:
• Committee of Directors: P.N. Prasad is a chairman of the company. Rajiv prasad and
ch.s.s Mallikarjunarao is the member of company. These are the committee of
members who works for axis bank.
• Committee of the Audit Board: Girish Paranjpe is a chairman and T.C Suseel kumar,
Prof. S.Mahendra Dev, Meena Ganesh are the members of audit board.
• Risk Management Committee: Ketaki Bhagwati is a chairperson and Amitabh
Chaudhry, Girish Paranjpe, Gopalaraman Padmanabhan, Manoj kholi are the members
of rish management committee.
• Stakeholders Relationship Committee: Manoj kohli is the chairman. Rajiv prasad, P N
prasad and CH S S Mallikarjunarao is the members of Stakeholders Relationship
Committee.
• Nomination and Remuneration Committee: Meena Ganesh is the chairperson. Rakesh
Makhija, Girish Paranjpe, TC Suseel Kumar is the member of the Nomination and
remuneration Committee.
• Special Committee of the Board of Directors for Monitoring of Large Value Frauds: T.c
Suseel Kumar is the chairman. Rakesh Makhija , Amitabh Chaudry, Prof. S. Mahendra
Dev, P.N Prasad are the members of Special committee.
• Customer Service Committee: G. Padmanaban is the chairman. Amitabh Chaudry, T.C
Suseel kumar, Manoj Kholi are the members of Customer Service Committee.
• Corporate Social Responsibility Committee: Rakesh Makhija is the chairman. Rajiv
anand, Meena ganesh, Prof S Mahendra Dev are the members of Corporate Social
Responbility Committee.
• Review Committee: Amitabh Chaudhry is the Chairman. Ketaki Bhagwati, P N Prasad is
the member of review committee.

4.1 Board of Directors:

Dr. Sanjiv Misra Chairman
Shikha Sharma MD & CEO
K.N. Prithviraj Director
V.R. Kaundinya Director
Prasad Menon Director
Prof. Samir K Barua Director
Ireena Vittal Director
Srinivasan ED Corporate Banking
Rohit Bhagat Director

Fig 4.1.1 -Organization structure of Axis bank

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Fig 4.1.2- Organisation structure of Axis Bank

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Figure 4.1.2 Organisation structure of Axis Bank

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Fig 4.1.3- Organisation structure of Axis Bank

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DEPARTMENTS OF AXIS BANK :

Axis Bank has a diversified business mix divided into two broad departments.

• Corporate Banking.
• Retail Banking

5.1 Corporate Banking : Axis Bank provides comprehensive Corporate Banking solutions
with presence across the value chain.

• Credit : The Bank offers various loan and fee-based products and services to Large and
Mid-corporate customers and Small and Medium Enterprise (SME) businesses. These
products and services include cash credit facilities, demand and short-term loans,
project finance, export credit, factoring, channel financing, structured products,
discounting of bills, documentary credits, guarantees, foreign exchange and derivative
products. Liability products including current accounts, certificates of deposits and
time deposits are also offered to large and mid-corporate segments.
• Transaction Banking : The Transaction Banking group (TxB) was formed in April 2015
to provide effective service to customers, efficient customer management and
multiple products within the Corporate Banking Group. TxB provides integrated
products and services to customers in areas of current accounts, cash management
services, capital market services, trade, foreign exchange and derivatives, cross-border
trade and correspondent banking services and tax collections on behalf of the
Government and various State Governments in India.
• Treasury : The Treasury manages the funding position of the Bank and also manages
and maintains its regulatory reserve requirements. It invests in sovereign and
corporate debt instruments and engages in proprietary trading in equity and fixed
income securities, foreign exchange, currency futures and options. It also invests in
commercial paper, mutual funds and floating rate instruments as part of the
management of short-term surplus liquidity. In addition, it also offers a wide range of
treasury products and services to corporate customers.
• Syndication: The Bank also provides services of placement and syndication in the form
of local currency bonds, rupee and foreign term loans and external commercial
borrowings
• Investment banking and Trustee : The Bank provides investment banking and
trusteeship services through its wholly-owned subsidiaries. Axis Capital Limited
provides investment banking services relating to equity capital markets, institutional
stock broking besides M&A advisory. Axis Trustee Services Limited is engaged in
trusteeship activities, acting as debenture trustee and as trustee to various
securitisation trusts.

5.2 Retail Banking : Axis Bank offers products and services in the retail segment capturing
end-to-end customer requirements.

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Customer:
• Save with Security – Savings Account
• Insurance To ensure sustenance for dear ones- Life & General Insurance.
• Support to create assets as per Aspirations- Home, Vehicle & Personal Loans
• Invest for returns- Fixed Deposits, Gold, Retail Broking ,Mutual Funds & Structured
Investments.
• Convenient & Fast Payment solutions - Debit, Credit & Prepaid Cards, ATMs Mobile &
Net Banking Remittances.
The Retail Banking segment encompasses a wide array of products and services across
deposits, loans, investments and payment solutions, which are delivered through multiple
channels to the Bank’s customers. We cater to the end-to-end retail customer requirements
through retail liabilities, retail lending and investment products.

• Retail liability : Retail liability products include savings accounts, time deposits and
customised products for certain target groups, such as high networth individuals,
senior citizens, working mothers, armed forces personnel, students and salaried
employees.
• Retail Lending: Retail asset products include home loans, personal loans, auto loans,
consumer loans, loans against gold and education loans as well as secured loans of
various types. The Bank also offers payment products and services such as debit cards,
credit cards, travel currency cards and point-of-sale terminals.
• Investment products: The Bank distributes investment products such as mutual funds
and bank assurance products (Life and General Insurance) through its branches. The
Bank offers online trading services to its customers in collaboration with Axis Securities
Limited (a 100% subsidiary of the Bank) under the name Axis Direct – an enhanced and
simplified online trading platform.

Figure 5.1.1 Banking needs of Corporates

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PRODUCTS AND SERVICES:

Fig 6.1 - Flow chart of Products and Services

6.1 Types of Products and Services:

6.1.1 Deposit account:
(a) Savings Account: Axis Bank provides its customers with 14 types of Savings Accounts
with different features and benefits & discounts on movie tickets, Axis eDGE rewards
points & more.
(b) Current Account: Axis Bank Current Accounts come with features like “Anywhere
Banking”. Users can also avail digital services such as SMS alerts and NEFT/RTGS
transactions for free.
6.1.2 Loan:
(a) Home loan: Axis Bank offers home loan starting from ₹3 lakh with maximum tenure as
30 years. It provides 10 types of home loans to help its customers choose according
to their needs.
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(b) Personal Loan: Axis Bank offers personal loan ranging from ₹ 50000. to ₹ 15 lakh
with tenure ranging from 12 to 60 months. It comes with minimal documentation and
quick approval.
(c) Loan against Property: Axis Bank Loan against Property starts from ₹5 lakh, Customers
have the option to choose from 4 different types of loans.
(d) Business Loan: Axis Bank offers collateral free business loans from ₹50000 to ₹. 50
lakh for expansion, purchase of machinery & much more.
(e) Two-Wheeler Loan: Axis Bank Two Wheeler Loan provides up to 85% on-road funding
and additional 8% funding and additional 8% funding on accessories with a maximum
loan tenure of 60months.
(f) Car Loan: Axis Bank offers car loans from Rs.1 lakh up to 100% on-road price along
with benefits. Customers have the option to choose from 4 different types of car loans.
(g) Education Loan: Axis Bank offers education loan from ₹ 50000 to ₹75 lakh at
affordable interest rates. Axis Bank Education Loan offers simple documentation, quick
loan disbursal & more.
(h) Gold loan: Axis Bank offers gold loan starting from ₹. 25.001 up to ₹20 lakh with
tenure ranging from 6 to 36 months. Users can use their gold ornaments & gold coins
to avail the same.

6.1.3 Investment:
(a)Fixed Deposit: Customers can open a Fixed Deposit online with Axis Bank and invest
a minimum of Rs. 5,000 for tenure starting from a minimum of 7 days to a maximum
of 10 years.
(b)Recurring Deposit: Customers can open a Recurring Deposit online with minimum
monthly installments of Rs. 500 and no maximum limit for a flexible tenure ranging
from 6 months to 10 years.

6.1.4 Cards:
(a)Credit Card: Axis Bank offers a wide range of credit cards that are suitable for all
kinds of financial needs. From Flipkart gift vouchers to Axis eDGE reward points,
customers can earn a host of rewards.
(b)Debit Card: Axis Bank offers 22 types of debit cards to cater to the banking needs
of all its customers. These cards provide cashless transactions, higher cash withdrawal
limit and more.

6.1.5 Banking:
(a) Balance Enquiry: Axis Bank Balance Enquiry can be availed by several ways which
includes missed call facility, SMS, customer care, ATM, passbook
(b)Mini Statement: Account holders can avail Axis Bank Mini Statement (in English &
Hindi) by missed call facility, SMS facility, phone banking etc.

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(c) Net Banking: With Axis Bank Net banking facility customers can make fund transfers,
check account balance, request cheque book, pay utility bills etc
(d) Customer Care: Axis Bank 24*7 customer care number offers easy access to the
account & provides assistance about services offered by the bank.

Axis Bank operates in four segments:

• Treasury operations
• Retail Banking
• Corporate/Wholesale banking
• other banking business.

• Treasury operations: The Bank’s treasury operation services include investments in

sovereign and corporate debt, equity and mutual funds, trading operations, derivative
trading and foreign exchange operations on the account, and for customers and central
funding
• Retail banking: In the retail banking category, the bank offers services such as lending
to individuals/small businesses subject to the orientation, product and granularity
criterion, along with liability products, card services, Internet banking, automated
teller machines(ATM) services, depository, financial advisory services, and Non-
resident Indian (NRI) services.

• Corporate/wholesale banking: The Bank offers to corporate and other organisations

services
• Including corporate relationship not included under retail banking, corporate advisory
services. Placements and syndication, management of public issues, project
appraisals, capital market related services and cash management services.

• NRI services: Products and services for NRIs that facilitate investments in India.

• Business banking: The Bank accepts income and other direct taxes through its 214
authorised branches at 137 locations and central excise and service taxes (including e-
Payments) through 56 authorised branches at 14 locations..

• Investment banking: Bank’s Investment Banking business comprises activities related

to Equity Capital Markets, Mergers and Acquisitions and Private Equity Advisory. The
bank is a SEBI- registered Category I Merchant Banker and has been active in advising
Indian companies in raising equity through IPOS, QIPS, and Rights issues etc. During
the financial year ended 31 March 2012, Axis Bank undertook 9 transactions including
5 IPOs and 2 Open Offers.

• Lending to small and medium enterprises: Axis Bank SME business is segmented in
three

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• Groups: Small Enterprises. Medium Enterprises and Supply Chain Finance. Under the
Small Business Group a subgroup for financing micro enterprises is also set up. Axis
bank is the first
• Indian Bank having TCDC cards in 11 currencies.

• Agriculture banking: 759 branches of the Bank provide banking services, including
agricultural Loans, to farmers. As on 31 March 2013, the Bank’s outstanding loans in
the agricultural sector. Was INR 148 billion, constituting 7.5% of its total advances.

• Advisory Services : It have been developed to advise public and private sector clients
on capital Structuring and funding options with a view to help the clients to help them
reduce the cost of funds. The Group has also been active in advising the central and
various state governments or their agencies in privatization and bid process
management. The Group has successfully worked on some of the benchmark
transactions in infrastructure development & manufacturing sector covering an entire
range of projects across roads, railways, airports, urban infrastructure maritime,
power, oil and gas, petrochemicals, cement, sugar, textiles, steel & allied sectors, auto
ancillaries, paper, Information Technology (IT), etc.

Figure 6.1.1 Customer Service Centre

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Unique Selling Proposition USP:

A unique selling proposition (USP) refers to the unique benefit exhibited by a company,
service, product or brand that enables it to stand out from competitors.
Axis Bank’s value proposition is centered around providing a wide array of financial products
and services tailored to meet the diverse needs of its customers. The Unique Selling
Proposition (USP) of Axis Bank is its commitment to providing a wide range of financial
products and services to meet the diverse needs of its customers. Some of the key USP’s of
Axis Bank include:

• Digital Banking: Axis Bank offers a range of digital banking services, including
internet banking, mobile banking, and e-wallets, making it easier for customers to
access and manage their accounts.
• Wide Network: Axis Bank has a wide network of branches and ATMs, making it
easier for customers to access banking services.
• Customized Solutions: Axis Bank provides customized financial solutions to meet
the unique needs of its customers, including corporate banking, SME banking,
retail banking, and wealth management services.
• Innovation: Axis Bank is known for its innovative financial products and services,
including credit cards, insurance, and investment products.
• Strong Financial Performance: Axis Bank has a strong financial track record, with
consistently strong earnings, capital adequacy, and asset quality.

Figure 7.1.1 Unique Selling Proposition of Axis bank

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Strategy of Axis Bank:

Axis Bank’s Marketing Strategy And Interesting Reasons Behind Its Grand Success: According
to Global Banking 500 rankings, Axis bank is the bank that every other bank should feel
cautious about, mainly because of its popularity and the scheme and advantages it provides
to its customer. It can be safely said that the marketing strategy of Axis bank is so safely
constructed that it is helping it to get ahead of banks like HDFC or ICICI.
One of the main marketing strategies of Axis bank is the way it chooses to operate in the
technical era. Axis bank has increased the use of electronic banking channels. With this, they
have used many other innovative strategies like choosing your account number, real-time
video banking, the first multi-social payment app in PingPay and the first integrated mobile
money platform through LIME is unique in its field.
Having one of the largest footprints of branches under its belt and a huge ATM spread across
the country gave its customer the sense of easiness which many fails to do. Axis bank operates
to suit the purpose of their customers, mainly because the customers of axis bank come from
a highly professional class of working people from the upper and middle-class income group.
In the banking industry where the main motive of the public and private sector of the bank is
to maintain a profitable balance sheet, in order to do that many banks are trying to up their
game by using many methods as the innovations will be the main source of income in the
coming days.
Many banks like Axis, HDFC, ICICI, Kotak are using many social media channels to promote
themselves. They are providing unique services like balance through a Twitter tweet, Choose
you’re a/c No, Video banking which is taking them ahead in the game.

Axis Bank’s Campaign: Axis bank’s latest campaign ‘experience axis’ showcases what real
advantage should be. The campaign was launched in 2018 and features its brand ambassador.
Deepika Padukone. The theme of the campaign is having monochromic and Uber experience.
The video ends with a message showing saves up to 20% off on more than 4000+ restaurants
using Axis Bank cards

Figure 7.1.2 – Marketing Strategy of Axis bank

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APPLICATION OF TECHNOLOGY:
Analytics, according to G2 Stack .Axis Bank is actively using 88 technologies for its
website, according to Built With. These include IPhone/Mobile Compatible, Viewport
Meta, and SPF.

• Digital Banking: Digital leadership and technology driven transformation form the very
foundation of our GPS strategy. We continue to invest in scaling our technological
capabilities to enhance our digital platforms. Our continued approach drives each of
our digital initiatives and stands for ‘Zero’ operations orientation using ‘Proprietary’
in‑house capabilities, to deliver solutions that are ‘Ecosystem’ capable and ‘Number’-
led, i.e. metrics-driven.
• Supporting Urban Transformations: We engage with Urban Local Bodies (ULB) and
Smart Cities missions across India, providing a wide range of digital and Financial
solutions benefiting millions of urban citizens in India.
• Facilitating E-collection of Customs Duty and other Taxes: We signed an MoU with the
Central Board of Indirect Taxes and Customs (CBIC) that has authorised us to collect
customs duty and other indirect taxes via CBIC’s National portal, the Indian Custom’s
Electronic Gateway (ICEGATE). Through this we are providing e-filing Services to
Traders, Cargo Carriers and other Trading partners, digitally.
• Deploying Digital Fee Collection in Higher Education: We have been working with
several educational institutes across India to enhance innovation, presenting smart
solutions for their fees and overall financial management. In FY 2021-22, our key
mandates included Education ERP implementation at ANGRAU, Andhra Pradesh, to
identify and bifurcate any fees collection according to pre-set regulations; Rashtriya
Military schools; 2 University, Haryana; National Forensic Science University,Delhi and
IIM Shillong.
• Mobilising Digital Solutions Across Agri Space: Agriculture is the backbone of the rural
economy in India, and we strive to support these activities through our expertise in
digital banking. We engage with Uttar Pradesh Cooperative Union to carry out all
procurement related payments to farmers for the wheat and paddy purchases.
Through this partnership, We have successfully completed the disbursement of funds
into each farmer’s account within 72 hours of the procurement, as per the Minimum
Support Price guidelines set by the Government .
• Automatic Branch Services : We continue to expand our automated branch services,
Enabling our customers to avail the most commonly required services, such as
passbook printing and cheque deposits, digitally and immediately. As on March 31,
2022,There were 569 Passbook Printing Kiosks and 287 Cheque deposit Kiosks in
service, with both servicing 38.68 lakhs and 41.62 lakhs transactions, respectively,
higher than the previous year’s transactions of 37.86 lakhs and 41.48 lakhs
respectively.
• Business Intelligence unit: Our Business Intelligence Unit (BIU) has focused on creating
distinctiveness in the areas of Cloud computing,

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Big-data platforms, Hyper personalisation and Alternate data, with the objective of
creating differentiated customer experiences, in line with our focus on customer
obsession and digitalisation. It has a team of 450+ members with expertise in
distributed computing and algorithms catering to big data, new-age programming
language and deep learning frameworks. Details of BIU’s work during the year are also
provided in the ‘Business Intelligence Unit’ section of the management’s Discussion
and Analysis, on pages 113-114 in the Annual Report 2021-22.
• Branch of the Future Initiative: Through our Branch of the Future (BOF) initiative, we
provide our customers with the experience of visiting a branch virtually. Access to the
internet allows our customers to remotely opt for each and every service offered by
us. By virtually accessing our services, they do not need to interact with a branch
representative, freeing up saved time for other activities. Currently, a total of 21
services are live under the BOF concept, thus covering ~80% of the transactions at
branches under the digital umbrella. About 3,500 man-days per month have been
saved across our clearing centres and branches through BOF.

The initiative has also helped reduce the use of paper while processing requests. As
per our estimates, the branch of the Future initiative helps one branch save ~1.1
million sheets of paper per month. Additionally, it is also saving thousands of litres of
fuel by cutting down the need for travelling to a branch, thereby also reducing the use
of resources at the branches.
• Strengthening Customer Obsession: We aspire to be India’s most customer-obsessed
bank, and have embarked on a journey to deliver world-class customer experience
through interventions across 4 inter-linked layers – listening to and acting on what the
customers are telling,
optimising all journeys where customers interact with us, enabling colleagues who are
engaging with customers and transforming the core operations that support all
experiences.
• Gauging Customer Satisfaction: We have a measurement framework to gauge
customer satisfaction across key journeys, touch points and business lines. The score
is referred to as the Customer Experience Index (CX index).

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The framework captures feedback across the following aspects;

Figure 8.1 – Feedback about the application of technology used

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SWOT ANALYSIS OF AXIS BANK:

9.1 Strengths:
Strong Market Presence: Axis Bank is one of the largest and most prominent private sector
banks in India, with a vast network of branches and ATMs across the country. Its strong market
presence gives it a competitive edge.
Diversified Product Portfolio: The bank offers a wide range of financial products and services,
catering to both retail and corporate customers. This diversity allows Axis Bank to capture
various revenue streams and meet the diverse needs of its customers.
Customer-Centric Approach: Axis Bank’s focus on understanding and meeting customer
needs has resulted in a loyal customer base. Its commitment to delivering excellent customer
service helps build long-term relationships.

Technological Innovation: The bank has invested significantly in technology, leading to robust
digital platforms and mobile banking solutions. This technology-driven approach enhances
customer convenience and operational efficiency.

9.2 Weaknesses:
Dependence on Indian Market: A significant portion of Axis Bank’s operations is concentrated
in India. While this provides stability in a growing economy, it also exposes the bank to risks
associated with the Indian market’s fluctuations.
Asset Quality Concerns: Like many other banks, Axis Bank faces the challenge of managing
non-performing assets (NPAs) or bad loans. Maintaining asset quality is crucial for sustainable
growth and profitability.
Limited Global Presence: While Axis Bank has a presence in international financial centers, its
global footprint is not as extensive as some of its competitors. This limits its exposure to
international markets.

9.3 Opportunities:
Digital Expansion: With the increasing adoption of digital banking in India, Axis Bank can
further expand its digital offerings, attract new tech-savvy customers, and enhance
operational efficiency.

Financial Inclusion: There is a vast untapped market of unbanked and underbanked

individuals in India. Axis Bank can focus on financial inclusion initiatives to expand its customer
base and support economic growth.
Cross-Selling Opportunities: Given its diversified product portfolio, Axis Bank can leverage
cross-selling opportunities to existing customers, promoting multiple products and increasing
customer engagement.

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Infrastructure Development: As India continues to invest in infrastructure projects, Axis Bank

can provide financing and banking solutions to companies involved in these initiatives.

9.4 Threats:
Competition: The banking industry in India is highly competitive, with both domestic and
international players vying for market share. Intense competition may put pressure on margins
and customer acquisition.
Economic Fluctuations: Axis Bank’s performance is closely linked to the health of the Indian
economy. Economic downturns or financial crises could impact the bank’s profitability and
asset quality.

Regulatory Changes: The banking sector is subject to strict regulations, and changes in
regulatory policies can have significant implications on operations, compliance costs, and
profitability.
Cybersecurity Risks: As the bank relies heavily on technology, it faces cybersecurity threats.
Cyberattacks could lead to data breaches, financial losses, and reputational damage.

Figure 9.1.1 SWOT Analysis of Axis Bank

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Corporate Social Responsibility (CSR) activities of Axis bank :

Axis Bank has set up a Trust – the Axis Bank Foundation (ABF)to channel its philanthropic
initiatives. The Foundation has committed itself to participate in various socially relevant
endeavours with a special focus on poverty alleviation, providing sustainable livelihoods,
education of the underprivileged, healthcare, sanitation etc. The Bank contributes up to one
per cent of its net profit annually to the Foundation under its CSR initiatives.
The Foundation aims to provide one million sustainable livelihoods to the underprivileged in
some of the most backward regions of the country in the next five years, with 60% of the
beneficiaries being women. The Foundation nurtures / supports NGOs working in the areas of
education health and development of underprivileged and special children. The Foundation
also supports various projects to impart vocational training to the underprivileged youth. The
Foundation supports the Lifeline Foundation for providing high level trauma care and rural
medical relief in the states of Maharashtra, Kerala, Gujarat and Rajasthan. The Foundation
also supports projects in skill development, water harvesting and low-cost agricultural
practices to enhance farm yield.

10.1 CSR Philosophy:

The Corporate Social Responsibility (CSR) philosophy of the Bank is to make meaningful and
measurable contributions in the lives of socially, economically, financially and physically
excluded, disadvantaged and challenged communities of the country through an integrated
approach of development that focuses on creating opportunities for enhancing livelihood
opportunities, improving quality of education and skills development, creating awareness
amongst public at large on topics of financial literacy, health and hygiene and facilitating or
providing access to formal banking channels for un-banked sections of the society (financial
inclusion), promoting environmental sustainability, and supporting health and sanitation
initiatives which may be implemented either directly by the Bank or through Axis Bank
Foundation (ABF) or other implementation partners, as set out in the Annual Action Plan
(AAP), approved by the Board of Directors (the Board) of the Bank.

10.2 CSR Policy:

The Bank recognizes the importance of good corporate governance and corporate social
responsibility (CSR) in promoting and strengthening the trust of its shareholders and other
Stakeholders .The CSR Policy shall be guided by the Bank’s corporate vision and its aspiration
to be the Bank of Choice for its Customers, Shareholders, Employees and Community .The
Bank’s CSR Policy has been formulated and adopted, in accordance with the provisions of
Section 135 of the Companies Act 2013 (the Act), the relevant Rules framed thereunder and
Schedule VII of the Act. The Policy shall apply to all CSR projects/programs/activities
(CSRProjects) which may be undertaken/supported by the Bank either directly or through Axis
Bank Foundation (ABF) or through any other Trust/Society or Implementation Partner(s) or
NGO(s) or by/ through any Schedule VII Fund(s) that may be set up by the Government of
India.

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10.3 CSR Focus Areas, Project(s)/Program(s):

The Bank shall undertake CSR Projects/Programs that are aligned with the areas listed in
Schedule VII of the Act within the geographical limits of India. The Bank’s CSR Focus Areas are
detailed as under:

• Lives and Livelihoods,

• Financial Literacy and Financial Inclusion ,
• Education.

10.4 CSR Governance Structure:

The Board of Directors of the Bank (the Board) is the highest governing body responsible for
the Bank’s CSR domain. The Board shall review the recommendations made by the CSR
committee in pursuance of the CSR Policy and Annual Action Plan (AAP) drawn up and
approved by it encompassing activities like the selection of the project(s)/program(s) to be
undertaken by the Bank in alignment with Schedule VII of the Companies Act, 2013 and the
rules framed thereunder, the mode of utilization of funds, monitoring and evaluation of the
project(s)/program(s) and such other responsibilities as may be prescribed by the Act and the
rules from time-to-time.

Figure 10.1.1 - CSR activities of Axis bank

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