WINTER INTERNSHIP

REPORT

PIBM

“CONTENT DEVELOPMENT IN MOBILE APPS OF BAJAJ FINANCE LTD.”

AT
BAJAJ FINANCE LTD.-AF
BY
RADHIKA KHANDELWAL
2019-1805-0001-0016
Acknowledgment
The internship opportunity I had with ‘BAJAJ FINANCE LIMITED’ was a great chance for
learning and professional development. Therefore, I consider myself as a very lucky individual
as I was provided with an opportunity to be a part of it. I am also grateful for having a chance to
meet so many wonderful people and professionals who led me though this internship period.
I would like to express my sincere gratitude and thankfulness to my external mentor, HR
manager of Bajaj Finance Limited, Mr. Basant Kumar Sinha, without whom this project would
never be completed. I am extremely obliged to him for providing me the much needed support
and knowledge every single day of the Winter Internship along with all the necessary
information required for the project.
I heartily thank my internal guide and mentor, Dr. Bhavyadeep Bhaita of Pune Institute of
Business Management for constant motivation and encouragement that he has given me. His
guidance and suggestions and timely reminders pushed me for the submission of this project on
time.
Lastly, I perceive this opportunity as a big milestone in my career development. I would like to
thank my college, Pune Institute of Business Management and the whole team of Bajaj Finance
Limited for giving me this valuable opportunity to take the first step into the corporate world and
gather such valuable experiences and knowledge that I shall always value.
Sincerely,
Radhika Khandelwal

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2
Certificate from company

3
College certificate

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Contents
1.) PROJECT SYNOPSIS..............................................................................................................................6
2.) ABOUT THE SECTOR............................................................................................................................7
3.) ABOUT THE COMPANY & DEPARTMENT.........................................................................................10
4.) INTERNSHIP SUMMARY....................................................................................................................23
5.) PROJECT DESCRIPTION.....................................................................................................................24
6.) LEARNING/FINDINGS........................................................................................................................30

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1.) PROJECT SYNOPSIS
PROJECT TITLE
COMPANY NAME
STUDENT NAME
STUDENT ROLL NO
PROJECT GUIDE NAME
PROJECT GUIDE DESIGNATION
CONFIDENTIAL REPORT (YES/NO)
DURATION OF THE PROJECT
CONTENT DEVELOPMENT IN MOBILE APPS OF BAJAJ FINANCE
LTD.
BAJAJ FINANCE LIMITED
RADHIKA KHANDELWAL
2019-1805-0001-0016
BASANT KUMAR SINHA
HR TRAINEE MANAGER
NO
45 DAYS
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 2.) ABOUT THE SECTOR

FINANCIAL
SERVICES

Capital Market Insurance NBFCs

Asset Finance
Company
Asset Life
Management

Broking Non-life Investment

Company

Wealth
Management

Loan
Company

Investment
Banking

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  NBFC: GROWING IN PROMINENCE

NBFC Public Deposit(US$ Dollar)

6.1
5.65
4.95
4.31

1.61
1.06
0.85
0.61
0.29 0.42
FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16 FY17 FY18

NBFCs are rapidly gaining prominence as intermediaries in the retail finance spaces.

 NBFCs finance more than 80 percent of equipment leasing and hire purchase activities in
India.

 The public deposit of NBFCs increased from US$ 0.29 in FY09 to Rs. 319.O5 Billion (US$
4.95) in FY18, registering a Compound Annual Growth Rate (CAGR) of 36.86 percent.

 The gross loans of India’s NBFC Micro Finance Institutions increased 24 percent year on
year in Q2 FY18 to RS 38,288 crore (US$ 5.89 Billion).

 NBFC’s market share in commercial loans increased to 2.8 percent in 2016-17 from 2 percent
in 2015-16.

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  Recent Trends:

NBFCs have served the unbanked customers by pioneering into retail asset-backed lending,
lending against securities and microfinance. NBFCs aspire to emerge as a one-stop shop for all
financial services.

 NBFC are expected to raise their share to 19-20 percent by 2020 through recapitalization
program for public program for public sector.

 New RBI guidelines on NBFCs with regard to capital requirements provisioning norms and
enhanced disclosure requirements are expected to benefit the sector in the long run.

 Growth in market share of NBFC’S from 2008-2018

2008

10% PSU bank

12% Private bank
NBFC
18% 60% Other

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 2018

11% PSU banks

18% Private banks
47% NBFC
Others
24%

3.) ABOUT THE COMPANY & DEPARTMENT

 Bajaj Finance Ltd
 About the Company

The Bajaj group is the amongst the top 10 business houses in India. Its footprint stretches over a
wide range of industries, spanning automobiles (two-wheelers and three-wheelers), home
appliances, lighting, iron and steel, insurance, travel and finance. The group’s flagship company,
Bajaj Auto, is ranked as fourth largest 2-wheelers and 3-wheelers manufacturer and the Bajaj
brand is well-known across several countries in Latin America, Africa, Middle East, South and
South East Asia. Founded in 1926, at the India height of India’s movement for independence
from the British, the group has illustrious history. The Integrity, dedication, resourcefulness and
determination to succeed which are the characteristics of the group today, are often tracked back
to its birth during those days of relentless devotion to a common cause. Jamnalal Bajaj, founder
of the group, was a close confidant and disciple of Mahatma Gandhi. In fact, Gandhiji had
adopted him as his son. This close relationship and his deep involvement in the independence
movement did not leave Jamnalal Bajaj with much time to spend on his newly launched business
venture. We are celebrating 125th Birth anniversary of Shri. Jamnalal Bajaj on 4th of November
2014.

His son, Kamalnayan Bajaj, then 27, took over the reins of business in 1942. He too was close to
Gandhiji and it was only after Independence in 1947, that he was able to give his full attention to
the business. Kamalnayan Bajaj not only consolidated the group, but also diversified into various

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manufacturing activities. The present Chairman of the group, Rahul Bajaj, took charge of the
business in 1965. Under his leadership, the turnover of the Bajaj Auto the flagship company has
gone up from INR. 72 million to INR. 120 billion, its product portfolio has expanded and the
brand has found a global market. He is one of India’s most distinguished business leaders and
internationally respected for his business acumen and entrepreneurial spirit.

 Bajaj Auto finance limited

Bajaj auto finance ltd(BAFL) is a part of Bajaj finance ltd which are part of Bajaj group of
companies. Mr. Rahul Bajaj is our chairman
BAFL was established in the year 1987.
BAFL is a captive finance company that means it finances only Bajaj auto products.
Bajaj finance also deals in financing consumer durables like tv, refrigerator etc. and is known as
Bajaj Finserv.
Bajaj auto finance operates through Bajaj auto dealerships, authorized services centers and dealer
branches.

 VISION:
 Largest financier and growth engine in Bajaj auto limited vehicles.
 Be the first choice of customers and channels partners through innovations.
 Leaders in industry in profitability.

A snapshot of financial performance of the company during 2018-19

Net Revenue 17383.97 Cr

EBITDA 12111.52 Cr
Operating Profit 12094.64 Cr
Net Profit 3890.34 Cr

 HIGHLIGHTS

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 4th largest manufacturer of 2-wheelers in world and 2 nd largest manufacturer of 2-
wheelers in India
 Awarded Forbes Global 2000 in year 2012.
 Have tie-up with many Company.
 British brand Triumph motorcycles tie-up with Bajaj auto in 2017.
 Every 40kms from main dealership we have an ASC’S who operates with the help of
main dealer.
 Bajaj finance have a network of branch offices pan India which comes under different
regional offices.
 Regional offices- 14 regional offices across India.
 Branch offices- approx. 70 branches across India.

ORGANISATION CHART

SENIOR LEADERSHIP

DEPARTMENTAL HEAD/ZONAL/REGIONAL

AREA/DEPUTY MANAGER

CSM/EXECUTIVES ASSISTANT

 Market share

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 Market Share
7%
21%
17%

9%

46%

Bajaj auto ltd Hero TVS

Honda Others

 PRODUCTS

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 Avenger Street 150 Avenger Street 160

Avenger Cruise 220 Avenger Street 180

Avenger Street 220 Pulsar 180

Pulsar 220F Pulsar NS-200

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 Pulsar- RS 200 Bajaj V12

Bajaj V15 Pulsar 150-DTSL

CT-
100
Discover-110

Discover 125 Dominar 400

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 Platina 100 Platina 110 HGEAR

Pulsar AS-200
Platina 110

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Pulsar 135 LS Pulsar-150-Twin Disc

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 Pulsar 160 NS Pulsar Neon 180

KTM

KTM RC 125 KTM 125

KTM 790 DUKE KTM-DUKE-200

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 KTM-Duke-250 KTM-RC -200

DUKE-390 KTM-RC-390
AUTO

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 Compact Maxima

Maxima-C Qute (four wheelers)

 SERVICES
As Bajaj finance limited provides varieties in their bike and in auto they also give the services of
financing loan to the customers when they purchase the Bajaj any 2-wheelers and 3-wheelers.
But the financing of loans is only on the Bajaj vehicles. They give various scheme loans to the
customers.

Porter Five Forces:

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 Bargaining
Power of
Borrower

Bargaining
Threat of
Substitute
Competitors power of
Analysis Depositor
Products
s

Threat of
New
Entrants HIGH

MODERATE

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Porter Five Forces:
 Competitor’s rivalry:
1.) Rivalry among NBFCs is high as there are more than 1000 companies in India and they
are competing high as buyers are flexible.
2.) Rivalry is strong as switching cost is negligible. In NBFC sector there can be a
switchover to another if are providing beneficial services for instance in the business of
hire purchase business person is interested in interest rate and they can switch over when
rivals are providing less rate scheme.
3.) Competition from external sector is more volatile as related industry competes with
NBFC sector as in area including hire purchases, lease, loan etc.
 Threat of new entrants
1.) In the NBFC sector the initial investments requirement is very high. The company
required Rs. 25 lacs to start operations and also there is most fixed costs to run operations
so these factors are affecting the entry of the new entrants.
2.) Economies of scale in NBFC sector, there is more difficult to achieve economies of scale
in very few years because it needs more investment in this sector so it affects the entry of
new entrance.
3.) In NBFC sector there is requirement of license from for operating the business. So this
also affects the entry of players in the industry.
 Threat of substitute
1.) NBFCs face threat from various investment opportunities available in the financial
market. Mutual Funds investment, Bond market, Stock market, banking sector, Insurance
sector are sectors offering substitutes to investors.
2.) In today scenario, most of the investors prefer investing in stock market because of
returns potential.
3.) Banking sector is a major competitor in the loans and advances business segment.
Current trend is toward housing finance loan, venture capital and other NBFCs activities
so the current trend is favoring NBFCs for availing funds.

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 Bargaining power of borrowers:
1.) Large numbers of small operators in India available in NBFC sector results into
borrowers having a choice to choose particular company which can provide more benefit
to borrowers, so borrowers have a more bargaining power.

2.) In NBFC sector, the industry requires high fixed costs and starting capital so borrowers
exploit advantage of this and doing more bargaining.

3.) In NBFC sector, the product is undifferentiated and can be replaces by the substitute
products so borrowers have more choice for their products which helps to borrowers to
do more bargaining power.

 Bargaining powers of depositors

1.) In context to NBFCs following factor affecting the bargaining power of the
depositors, number of depositors are more for this sector so bargaining power is a bit
low but at same time depositors have many option to invest their money in many
other alternatives which may increase their bargaining power.
2.) The depositors’ customers are fragmented as the investors who provide money to
NBFC sector are fragmented in many areas so they are not well informed so their
bargaining power is very low.
3.) NBFC sector has high entry barriers to entered in sector so there is less player in the
market and depositor are more so bargaining power of depositor is very much lees in
this sector.

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SWOT ANALYSIS OF BAJAJ FINANCE AUTO LIMITED

STRENGTH

4.)

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4.) INTERNSHIP SUMMARY
Internship work summary
The task given as an intern in Bajaj finance limited AF was being to work on various digital
platforms. Apart from working on digital platforms I also worked on making teaser for their
mobile app Master-O for business. For this Master-O I had worked on induction model which is
being used by the company in this app. Also I worked on MYCAS app which is for customer
purposes. In MYCAS it includes applicant’s fresh enquiry, how much loan can be approved by
seeing CIBIL report just in 3 min.

Training was given by the company on the following areas: -

1 Company introduction-1 day.

2 Affiliate marketing and Master-O-4 hours.

3 iCAS and MYCAS Introduction-1 day.

4 Soft Skills- Communication.

On the first day I was assigned to Basant Kumar Sinha who is working in Bajaj finance ltd
headquarter where he guided me about digital marketing first. Then from the next day I started
working on induction model which was introduced from the new joinee. Then I made some
teaser for AML (Anti-Money Laundering) which was going to launch in the app Master-O. I also
worked on video recording to show the steps of how MYCAS is used for both two wheelers and
three-wheelers. Then made teasers for annual awards for Regional Manager, Area Sales
Manager, Credit Sales Manager.

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5.) PROJECT DESCRIPTION

PROJECT TITLE: - CONTENT DEVELOPMENT IN VARIOUS MOBILE APP OF THE

BAJAJ FINANCE LTD.
Introduction
Digital marketing is now everywhere, in every sector. Digital marketing helps the businesses
to grow their business to a certain height. Digital marketing is all about doing the business online
in many ways like affiliate marketing, web designing, content marketing and many more.
Finance Marketing in India is evolving. Borrowers are looking for credit, and only 6% of the
loan applications get approval from the traditional lenders. So, NBFCs have massive potential in
one of the fastest growing economies in the world.

For any financial company whether it is NBFC or any bank there are various strategies which
have been adopted by the various financial companies and also by Bajaj Finance limited in terms
of digitally doing their business and to run their business in a smooth way.

Bajaj finance limited uses various strategies for marketing their services and products on various
digital platforms. As BFL deals in two-wheelers and three-wheelers and also providing finance
to their customers they are adopting various tools to meets their customers’ needs and wants.

STRATEGIES

1) BFL using Go with your mobile strategies:

As people nowadays spent almost 5 hours or more on their mobile phone it is one of
the way to reach to the customers. BFL using their mobile apps like MASTER-O FOR
BUSIENSS which is there for the employees who are new to the company. This app
helps the employee to learn how the BFL works, various abbreviations, about AML, and
many more. The app also consist many games related to the things that the employees is
learning in the MASTER-O FOR BUSINESS. Another mobile app is MYCAS which
for customers, in this app the details of the customers is taken who have come for
purchase of vehicles.

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 It shows how much loan can be provided to the customers by seeing his/her CIBIL
scores. The result will come just in 3 minute, so that customer need not to wait for a long
process. So in this way BFL is using mobile phone as one its strategies.
2) BFL uses social media for different purposes:
Nowadays everybody spent their time on various social media like Facebook,
Instagram, YouTube, twitter, snapchat etc. So, BFL chooses to do their marketing of
services and products on various social media like Facebook, Instagram like showing
their new product such as e-chetak scooter ads are shown on Instagram, Facebook,
twitter. In this way BFL are using various social media.
3) BFL has created an amazing and creative website for their customers so whenever they
visit the website they should spent sometimes on the website. People want instant replies
on their queries like they get on other social medias. So BFL has created chatbots which
available 24/7, have endless patience and give best answers to the customer’s queries. So
BFL website has created a chatbots and named it as BRO. BRO is a Bajaj auto finance
assistant ready to help the customers and get instant answers on their queries. It gives list
of option related to which customers can ask the queries.
4) BFL also do affiliate marketing. Affiliate marketing means earning commission by
promoting other people or company’s products or services. As BFL also deals in
financing loan to customers for 2-wheelers and 3-wheelers they are affiliated with
bikedekho and other online platforms.

These strategies I have seen which are used by the BFL. There are many others
things which BFL do but during my WIP I came across this thing in 45 days.

SURVEY CONDUCTED ON PURCHASE OF VEHICLES

I have conducted a survey on what customer prefer to purchase two-wheeler or three-

wheeler.

So I have created a google form and circulated between the WhatsApp group and in friends
and relatives. Total 87 respondents filled the survey. The findings are as follow

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AGE GROUP

AGE GROUP

3%
6%1% 20-30
30-40
40-50
50 and above

90%

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GENDER

GENDER

57.50%

41.40%

MALE FEMALE

Series 1

MARTIAL STATUS

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 MARTIAL STATUS
85.10%

14.90%

MARRIED UNMARRIED

MARTIAL STATUS

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 OCCUPATION

OCCUPATION

6%
14%
STUDENT
EMPLOYEE
PROFESSIONAL
18% BUSINESS
62%

INCOME

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 INCOME

43.60%

29.50%

10.30% 10.30%
6.40%

BELOW 5000 5000-10000 10000-15000 15000-20000 20000 AND

ABOVE

INCOME

WHETHER YOU WANT TO PURCHASE YOUR VEHICLE THROUGH

48%
52%
ONE TIME PAYMENT
INSTALLMENT BASIS

IF INSTALLMENT BASIS, FINANCE PROVIDED BY

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 3%
17%

BANK
NBFC
9%
DEALER FINANCE
EMPLOYER
71%

After conducting the survey, we get to know that people prefer to have the two-wheeler and that
to on installment basis. The percentage of people preferring to purchase the vehicle on
installment is 52% compared to one-time payment which is 48%

Also when customers prefer installment basis they prefer bank for the loan which is 71% and
then the dealer finance which is 17% and then comes NBFC’S which is 17%. So from this we
can say still do not know much about NBFC’S.

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6.) LEARNING/FINDINGS
 My first learning during my WIP is that I learned to make creative PPT and also
made PPT for their induction model which includes abbreviation and glossary. This
induction model is for new employee. Employee too want to learn in an interesting
way so I created PPT which will be used to educate the employee when they join the
company and the abbreviation which are used in the company.
 The most important thing is to how to behave and present ourself in the world corporate
world. In WIP this was the main learning for me to be polite, punctual and to behave in a
good way with employees.
 Learned to create teasers for various purposes like for AML (Anti Money Laundering),
mobility, award function.
 Learned to create creative video for business purposes on various website like vyond,
powtoons.
 Learned about the two mobile apps MASTER-O FOR BUSIENSS AND MYCAS.

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These are the some of the teasers which I made during my internship.

Conclusion

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