COMPANY BACKGROUND

Axis Bank Ltd was incorporated in the year 1993 as UTI Bank Ltd which provided corporate and retail banking products and was the first 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) and General Insurance Corporation of India (GIC) and other four PSU insurance companies, i.e. National Insurance Company Ltd., The New India Assurance Company Ltd., The Oriental Insurance Company Ltd. and United India Insurance Company Ltd. 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., The New India Assurance Company, The Oriental Insurance Corporation and United Insurance Company Ltd. UTI-I holds a special position in the Indian capital markets and has promoted many leading financial institutions in the country. The bank changed its name to Axis Bank in April 2007 to avoid confusion with other unrelated entities with similar name. Shikha Sharma was named as the bank's managing director and CEO on 20 April 2009.

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 banks 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 Rs. 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 31st December 2009). The Bank has a network of over 4055 ATMs (as on 31st 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.

Board of Directors
Dr. Sanjiv Misra Chairman Shikha Sharma MD & CEO

K. N. Prithviraj Director

V. R. Kaundinya Director

S. B. Mathur Director

Prasad Menon Director

Rabindranath Bhattacharyya Director

Prof. Samir KBarua Director

Som Mittal Director

Ireena Vittal Director

Rohit Bhagat Director

V Srinivasan ED, Corporate Banking

Somnath Sengupta ED, Corporate Center

VISION
To be the preferred brand for total financial banking solAXISons for both corporate and individuals

Vision 2015
To be the preferred financial solutions provider excelling in customer delivery through insight, empowered employees and smart use of technology

Core Values
Customer satisfaction through providing quality service effectively and efficiently smile, it enhances your face value is service quality stressed on Periodic Customer Care Audit Maximization of Stakeholders Value Success Through Team Work, Integrity and People

MISSION
Customer Service and Product Innovation tuned to diverse needs of individual and corporate clientele. Continuous technology upgradation while maintaining human values. Progressive globalization and achieving international standards. Efficiency and effectiveness built on ethical practices.

ORGANISATION STRUCTURE

SERVICES
Accounts
Saving EasyAccess Savings Account Prime Savings Account Future Stars Savings Account Prime Plus Savings Account Women's Savings Account Senior Privilege Savings Account Pension Savings Account Trust/NGO Savings Account 3-in-1 Online Investment Account Insurance Agent Account YOUth Account Basic Savings Account current Salary Easy Access Salary Account Prime Salary Account Priority Salary Account Defence Salary Account (Power Salute) Wealth Salary Account

Deposit
Fix recurring Tax saver fix Encash 24

Safe deposits Lockers= A Safe Deposit Locker with Axis Bank is the solution to your
concern. Located at select branches in cities all over the country, our lockers ensure the safe keeping of your valuables.

Loans
Home Car Education Personal Business Loan against shares Loan against property Loan against gold Loan against security Commercial vehicle and construction equipment loan

Cards
Credit cards Signature/wealth= The Axis Bank Privee Infinite Credit Card is not just a card. It's the window to the world of limitless that seamlessly fits into the enriched lifestyle of the elite. Enjoy some of the best-in-class privileges in travel & living, dining and lifestyle only on Axis Bank Signature / Wealth Signature Credit Card. Highest Level of Security o Access to Airport Lounges o Complimentary Insurance Cover of Rs. 2.55 Crores o Round the clock International Concierge Services o Fuel Surcharge Refund o EMI Facility MY Wings Credit Card= Enjoy some of the best-in-class privileges in travel & living, dining and lifestyle only on Axis Bank Signature/Wealth Credit Card. MY Choice Credit Card= Axis Bank MY Choice Credit Card, a card that allows you to personalize your card design and choose your benefits. You can now customize features and benefits according to your spending and saving needs, so that you get the best out of every transaction you make. MY Zone Credit Card= Axis Bank MY Zone Credit Card, a card that allows you to have unlimited fun while you are out with your friends. Exciting offers on movie ticket bookings, dining, shopping and much more, makes it the ultimate choice for the fun-seeker in you. It provides gratifying rewards while allowing you to fulfill all your entertainment needs.

MY Business Credit Card= The MY Business Credit Card is a tailor-made offering for Business Banking customers of Axis Bank. The product offers a host of features that are aimed at helping the cardholder manage the business efficiently through lower interest rates, the Business Savings Plan and other value adding benefits.

DEBIT CARDS Priority Platinum Debit Card= The Priority Platinum Debit Card is on Visa Platinum platform meant exclusively for Axis Bank Priority customers. MyDesign Image Debit Card= For the first time in India, a Debit Card that is well and truly your own, since you even decide how you want it to look. Print an image of your choice on your Debit Card+ 24-Hour Emergency Helpline The Image Debit Card will not be a photo card. Titanium Rewards Debit Card=Our Titanium Rewards Debit Card is exclusively designed for people like you who want more from life. Titanium Rewards Debit Card not only changes the way you pay, but it also opens a world of privileges that match your status and lifestyle. Classic Debit Card= Modern times necessitate that you need to have access to your money anytime and anywhere. The Axis Bank International Debit Card addresses this need. A deposit access program, the Debit Card redefines convenience. Apart from being an ATM (Automated Teller Machine) Card used for withdrawing cash, it also enables you to shop and make cashless purchases. You can use the card to make payments at shops, department stores, restaurants, petrol pumps and many more outlets in India and overseas. The Axis Bank Debit Card is a VISA Electron Card and is accepted at VISA and VISA Plus ATMs worldwide and all merchant establishments using electronic terminals and displaying the VISA Electron sign. Gold Debit Card= Axis Bank's Gold Debit Card is more than just a debit card. It comes with a host of enhanced benefits and reward program. It is exclusively issued to our Premium Salary account customers, it is a result of our constant endeavour to understand your requirements and design products and services keeping you in mind. Gold Plus Debit Card= The Gold Plus Debit Card is an effort from Axis Bank to offer our customers the best value possible through a debit card. Business Titanium Rewards Debit Card= The Business Titanium Rewards Debit Card is an effort from Axis Bank to offer our customers the very best deals possible through a debit card.

Business Platinum Debit Card= The Business Platinum Debit Card is a tailormade offering for Business Banking customers of Axis Bank. The product offers a host of features that are aimed at helping the cardholder manage their business efficiently Ladies First Card= As a woman, she do a great job of running the house. So she designed a Card especially for her that will help her manage her household expenses better! MasterCard Business Debit Card= Debit Card designed for the self-employed customers who need instant access to their money. The card comes loaded with benefits and features to help business manage their expenses efficiently. Infinite Credit cards= The Axis Bank Privee Infinite Credit Card is not just a card. It's the window to the world of limitless that seamlessly fits into the enriched lifestyle of the elite.

Forex
Travel currency card= Axis Bank's Travel Currency Card aims to make traveling abroad a truly memorable experience. Indian Travel card= Our correspondent banks worldwide are geared to make remittances and banking arrangements an easy proposition. Outward remittance= Our correspondent banks worldwide are geared to make remittances and banking arrangements an easy proposition. Foreign currency travellers cheques= Traveler's cheques are widely accepted globally as a mode of payment in many parts of the world. Foreign currency cash= Cash is the oldest and commonest method of carrying foreign exchange overseas.

Foreign currency exchange rate= Check the exchange rates for SPOT transactions.

Investment
Gold mohurs= Build a golden relationship with Gold Mohurs Bars / Coins. Silver mohurs= An auspicious gift for every new beginning.

Mutual funds= A Mutual Fund is a trust that pools the savings of a number of investors who share a common financial goal. Demat account= Open your demat account and start investing.

IPOSmart= Now invest in an IPO the smart way. 8%saving bonds= 8% Savings (Taxable) Bonds, 2003 - Issued by Reserve Bank of India (RBI) are available for sale at designated Axis Bank branches.

Alternate investment products= At Axis Bank, we offer a broad range of Alternate Investment Products.

Insurance
Life Insurance= Life insurance is one of the important elements of any financial planning endeavour. It helps to safeguard the financial stability of your family in the event of an unfortunate incident. Health Insurance= Health emergencies come without any advance notice & may result in a financial emergency for you & your family. You may not be able to prevent a health emergency but you can certainly prevent it from becoming a financial burden..

Motor Insurance= Your car is a valued possession. Therefore, it becomes crucial to insure your valuable possession. In todays times you need a comprehensive policy that not only covers you against the mandatory third party liability but also against the damage to the vehicle caused due to fire, theft, explosion, burglary, riots, strikes, earthquakes, flood, cyclones, accidents, malicious acts and terrorist activities.

Home Insurance= You worked harder, longer and saved every penny to give yourself and your loved ones the security of a home. Its only understandable that you should want to secure your most important asset from any possible kind of natural or man-made catastrophe.

Travel insurance= Business, sight-seeing, shopping are the things you usually plan for when you travel. What about unforeseen emergencies like lost baggage (and passports), flight delays, personal accidents, even a hospital stay in a strange unknown place while you are traveling? Business guard= Small and Medium Enterprises (SME) are under constant threat from multiple disruptions in everyday life. These could be due to natural calamities like floods or the human element like in the case of burglaries or employee fraud.

eDGE Loyalty reward

Saving a/c Credit card Debit card

SWOT ANALYSIS OF AXIS BANK

STRENGTH Support of various promoters. High level of services. Knowledge of Indian market. Brand name and support of many investors Market share Diversified portfolio Treasury department Technology Aggressive marketing Good growth One of the largest private sector financer in India for Agriculture loans wiz Retail Agri & Corporate Decent penetration in the rural areas

WEAKNESS Market capitalization is very low. Not been able to position itself correctly. Transaction cost Defensive approach to lending Little presence outside India Poor customer care Lesser no. of branches compared to its competitors Image of the bank still under the shadow of the UTI debacle

 OPPORTUNITIES Growing Indian bank sectors. People are becoming more service oriented. Opportunities to be explored in global market. New IT companies Dissatisfied customers from other banks Business advising for smaller players . Expansion in rural areas Going to foreign markets and exploring the new economies

THREATS Threat from various competitors. Govt. banks, e.g. SBI, PNB etc. Private sector competitors like HDFC, ICICI

Future market trends. Advent of MNC banks. Dissatisfied customers Ever improving nationalized banks New banking licenses issued by the Reserve Bank Of India Foreign banks