Design a Corporate Social Responsibility CSR initiative

1. Ankur Proposed CSR Initiative in ICICI Bank 12/8/2009 XLRI-GMP 2009-10 1 GROUP 2 (Section B) GMP, XLRI Jamshedpur Anshuman Jaiswal –G09051 Divye Kapoor-G09058 Jaspal Singh-G09062 Parth Suthar-G09070 Ujjwal Gupta-G09094 V Balaram-G09095

2. ICICI Bank- An overview ICICI Bank is India's second-largest bank with total assets of Rs. 3,674.19 billion (US$ 77 billion) at June 30, 2009 and profit after tax Rs. 8.78 billion for the quarter ended June 30, 2009. The Bank has a network of 1,480 branches and about 4,816 ATMs in India and presence in 18 countries. ICICI Bank offers a wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels and through its specialised subsidiaries and affiliates in the areas of investment banking, life and non-life insurance, venture capital and asset management. Listed in India on BSE,NSE,NYSE. 12/8/2009 XLRI-GMP 2009-10 2

3. Team member’s profile V Balaram worked at Corporate HQ at BKC, Mumbai. Designation-Manager Band-II 12/8/2009 XLRI-GMP 2009-10 3

4. CSR: The Process 12/8/2009 XLRI-GMP 2009-10 4 Identify what the company stands for Identify the company’s shareholders Measuring the returns CSR : The process What issues are relevant to the stakeholders and the company Implementing and Monitoring Identify which approach to CSR

5. Drivers Behind Ankur Low Financial Inclusion and Education in India Financial Education as a means of economic upliftment of families A void to create household budgets, initiate savings plans, manage debt, and make strategic investment decisions for retirement and children's education. Inability of the families to meet their near-term obligations and maximize their longer-term financial well-being. 12/8/2009 XLRI-GMP 2009-10 5

6. Objective of Ankur Ankur is A workable CSR model which can be implemented by a middle manager (Manager Band II) of ICICI Bank in his working environment with minimal resource help from his superiors Ankur is not A model of providing charity but about creating the kind company that our people and our clients are proud to be associated with – long term sustainability of our business 12/8/2009 XLRI-GMP 2009-10 6

7. Idea Design Alignment of Ankur with ICICI bank’s business strategy Social Expectation Company Reputation Risk Management Bottom line(Profit) Benefits Strategic Advantage 12/8/2009 XLRI-GMP 2009-10 7

8. Target Audience Urban Lower middle class(e.g. Gardeners, Maids, Peons, Drivers etc) Income group 60,000 per year. Higher Secondary and College Students Issues/Problems of Target Audience Fixed and nominal income per month enough to cover the food, shelter and clothing problem. Minimal access to Health insurance, Life Insurance, accidental insurance. Lack of social security cover 12/8/2009 XLRI-GMP 2009-10 8

9. Stakeholders 12/8/2009 XLRI-GMP 2009-10 9

10. Resource Requirement 12/8/2009 XLRI-GMP 2009-10 10

11. Implementation Plan 12/8/2009 XLRI-GMP 2009-10 11 Misc Expense cover by ICICI Bank up to Rs 100 per volunteer/month Each member will contribute 4hours per week. Target – To reach 10,000 people in first year.

12. Promotion Promotion team will contact housing society’s secretary and ensure aggregation of Maids, Servants, Gardeners, and Drivers over Saturday/Sunday for 2 hours. Promotion team will contact school and College principals for organizing financial literacy program for School going kids of standard 10th to 12th and college students respectively. The promotion team will also contact heads of offices for organizing similar program for their blue collar workers and employees 12/8/2009 XLRI-GMP 2009-10 12

13. Outline of Training Program Understanding needs of audience Introducing basic concepts of money, finance and savings Making them aware of various financial tools such as accidental insurance, Health Insurance, Savings Bank a/c s, recurring deposits, two wheeler loans etc 12/8/2009 XLRI-GMP 2009-10 13

14. Setting up Milestones Plans shall be created and documented by an independent core planning team stating clearly the explicit milestones that are to be achieved. The frequency of these plans shall be weekly, monthly and yearly. Linking these set milestones with Key Performance Indicators (KPIs) and improving the quality of individual activities over time. 12/8/2009 XLRI-GMP 2009-10 14

15. Internal Monitoring Process The internal monitoring process would comprise of independent reviews done by an explicit taskforce on a fortnightly, monthly and yearly basis. The Reviews would comprise listing the achievements, progress and degrees of completion for each activity against preset objective. Follow a PDCA (Plan-Do-Check-Act) management cycle. The Key performance Indicators (KPIs) shall be tracked and documented for each of the predefined milestones. 12/8/2009 XLRI-GMP 2009-10 15

16. Long Term Business Benefits Long term benefits of Ankur to both the society and ICICI Bank. Increased financial inclusion could be measured by indicators such as Number of Savings accounts per 100 persons and per capita income. Build a mutual trust among the people, thereby strengthen ICICI’s corporate values and brand image Potential Banking customers in the training program Potential customers for insurance related products (ICICI Lombard, ICICI Lombard etc.) 12/8/2009 XLRI-GMP 2009-10 16

17. Thank You !! 12/8/2009 XLRI-GMP 2009-10 17