History & Marketing Strategies of HDFC Brand

Indian banking industry is booming and is on the expansion spree. Indian banks contribute 1.7 per cent of the total globe. HDFC Bank's mission is to be a World Class Indian Bank. The objective is to build a better customer franchises across different businesses so as to be the preferred provider of banking services for target wholesale and retail customer segments, and to achieve healthy growth in profitability, consistent with the bank's risk appetite.

  “To Be World-class Indian Bank”

Company Name– HDFC Bank
Managing Director – Aditya Puri  

How It All Started 

The Housing Development Finance Corporation Limited (HDFC) was the first to receive approval from the Reserve Bank of India (RBI) to set up a bank in the private sector, as part of RBI’s liberalisation of the Indian Banking Industry in 1994. The bank was established in August 1994 in the name of ‘HDFC Bank Limited’, with its office registered in Mumbai, India. HDFC Bank went down to the business operations as a Scheduled Commercial Bank in January 1995. 

HDFC is India’s premier housing finance company and enjoys a faultless track record in both India and international markets. Since, its establishment in 1977, the Corporation has maintained a consistent and healthy growth in its operations to remain the market leader in mortgages.

HDFC has developed remarkable expertise in retail mortgage loans and for housing related credit facilities it has a huge corporate client base. HDFC was ideally positioned to promote a bank in the Indian environment, with its experience in the financial markets, strong market reputation, large shareholder base and unique consumer franchise.

Launching

In 1994 HDFC Bank was incorporated, with its registered office in Mumbai, India. Its first corporate office and a full service branch at Sandoz House, Worli were inaugurated by the then Union Finance Minister, Manmohan Singh. As of October 9, 2018, the bank’s distributions network was at 4,805 branches and 12,260 ATMs across 2,657 cities and towns. The bank also installed 4.30 Lacs POS terminals and issued 235.7 Lacs debit cards and 85.4 Lacs credit card in FY 2017.

It has about 87,555 employees and even has international presence. It makes available number of products and services which includes wholesale banking, Retail banking, Treasury, Auto (car) Loans, Two Wheeler Loans, Personal loans, Loan against Property and Credit Cards.

Aditya Puri is the Managing Director of HDFC Bank, India’s largest private sector bank. He assumed this position in September 1994, making him the longest-serving head of any private bank in the country. India Today magazine ranked him 24th in India’s 50 Most Powerful People of 2017 list.

 HDFC Bank Marketing strategy and Interesting Facts behind its Success.

-HDFC Bank’s business philosophy is based on four core values: Operational Excellence, Customer Focus, Product Leadership and People. To believe that the ultimate identity and success of their bank will reside in the exceptional quality of their people and extraordinary efforts they put in. That’s the reason they are committed to hiring, motivating, developing, and retaining the best people.

-Core competency involves: – 

a) Innovative practices followed – with respect to giving the front management the tools to deal with adverse situations efficiently, a formal and systematic feedback mechanism is followed which further helps in augmenting the capability and hassle free procedures help to win customers.

b) Customer oriented – customer given the top priority, all the systems, processes and even the personal involved are trained and designed to serve the customer better. Customer viewed as an “opportunity”.

c) No employer- employee relationship – the working environment is such that all the issues are dealt with as if it is a family matter, going the extra mile to give that personal touch.

-The first bank in India to introduce an International Debit Card in association with VISA (Visa Electron) and issues the MasterCard Maestro debit card as well.

-Merger of Times Bank Limited with HDFC Bank Ltd. took in 2000. It was the very first merger of two private banks in India where stockholders of Times Bank received 1 share of HDFC Bank for every 5.75 shares of Times Bank. In 2008 HDFC Bank acquired Centurion Bank of Punjab taking its total branches to more than 1,000. 

-The bank’s commitment to maintain the highest level of ethical standards, corporate governance, professional integrity, and regulatory compliance has helped it to become the customers’ primary choice. 

-The bank’s competitive strength clearly lies in the use of technology and the ability to deliver world-class service with rapid response time. Leading Indian and international publications have recognized the bank for its performance and quality.

-One of the first Indian Bank to be listed on New York Stock Exchange (NYSE) (symbol ‘HDB’) in 2001 & also listed on the Luxembourg Stock Exchange (ISIN No US40415F2002) in 2008.

-HDFC Bank Ltd is also among the Fab 50 companies in Forbes list.HDFC Bank Ltd was also awarded as the “Best Domestic Bank” by Asia Money.India’s 10 “Most Admired Company” by Wall Street Journal.

-The equity shares of HDFC Bank are listed on the Bombay Stock Exchange and the National Stock Exchange of India. Its American Depository Shares are listed on NYSE and the global depository receipts are listed on the Luxembourg Stock Exchange where two GDRs represent one equity share of HDFC Bank.

 

HDFC Campaigns

HDFC Bank deals with three key business segments. –

  1. Wholesale Banking Services, 
  2. Retail Banking Services
  3. Treasury

It has entered the banking association of over 50 corporates for providing working capital finance, trade services, corporate finance, and merchant banking. It is also providing worldly–wise product structures in areas of foreign exchange and derivatives, money markets and debt trading. 

HDFC Bank provides a wide range of corporate banking products and
retail, including: personal, home, savings accounts, and business loans; debit and credit cards, investments and insurance; and It also provides private and premium banking services. 

Conclusion

Indian banking industry is booming and is on the expansion spree. Indian banks contribute 1.7 per cent of the total globe. HDFC Bank’s mission is to be a World Class Indian Bank. The objective is to build a better customer franchises across different businesses so as to be the preferred provider of banking services for target wholesale and retail customer segments, and to achieve healthy growth in profitability, consistent with the bank’s risk appetite. 

Over the years, HDFC bank has successfully gained market share in its target customer franchises while maintaining healthy profitability and asset quality. The bank has already seen optimal utilization of resources, better turnaround time, along with uniformity of service levels and also the ability to provide differentiated service levels depending on customer profile.

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