Axis Bank (Formerly known as UTI) was one of the few private banks to have began operations in 1994 The Bank was promoted jointly by the Administrator of the specified undertaking of the Unit Trust of India (UTI) Life Insurance Corporation of India (LIC). General Insurance Corporation Ltd (GIC). National Insurance Company Ltd. The New India Assurance Company. The Oriental Insurance Corporation. United Insurance Company Ltd.

2.  Axis Bank (Formerly known as UTI) was one of the few
private banks to have began operations in 1994
 The Bank was promoted jointly by the Administrator of
the specified undertaking of the Unit Trust of India (UTI)
• Life Insurance Corporation of India (LIC).
• General Insurance Corporation Ltd (GIC).
• National Insurance Company Ltd.
• The New India Assurance Company.
• The Oriental Insurance Corporation.
• United Insurance Company Ltd.

4. 1994-1997
. 1998-2000
2001-2005
2006-2011

5. • WHY THEY CHANGE THEIR NAME FROM UTI
TO AXIS BANK

6. Rebranding Exercise

7. • The new name was chosen considering the bank’s
pan-Indian as well as international presence.
• The first time that a bank has dropped an
established brand for an unknown name.
• The name Axis is chosen as it is simple and it
conveys a sense of solidity and a sense of
maturity. It also has a universal appeal.

8. 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.

10. Dr. Adarsh Kishore Chairman
Smt. Shikha Sharma Managing Director & CEO
Dr. R.H. Patil Director
Smt. Rama Bijapurkar Director
Shri M.V. Subbiah Director
Shri K. N. Prithviraj Director
Shri V. R. Kaundinya Director
Shri S. B. Mathur Director
Shri Prasad R. Menon Director
Shri R. N. Bhattacharyya Director
Shri Samir K Barua Director
Shri A K Dasgupta Director
Shri Som Mittal Director

11. • Customer Service and Product Innovation
tuned to diverse needs of individual and
corporate client.
• Continuous technology up gradation while
maintaining human values.
• Progressive globalization and achieving
international standards.
• Efficiency and effectiveness built on ethical
practices.

12. • Customer Satisfaction through
• Providing quality service effectively and efficiently
• "Smile, it enhances your face value" is a service quality
stressed on
• Periodic Customer Service Audits
• Maximizations of Stakeholder value
• Success through Teamwork, Integrity and People

14. Axis Bank want to achieve following marketing
objectives by the end of the year 2011.
• To get the market capitalization 500 Crore
• To get the 200 Crore retail investment.
• To get 125 Crore Corporate investments.
• To get the 175 Crore Capital investments.

15. • Has retained the burgundy color, but has
changed the logo.
• Spend around Rs50 Crore in the re-branding
exercise.
• Had hired advertising firm O&M.

16. STRENGTHS:
Brand Name
Support of various promoters. WEAKNESS:
High level of services. Market capitalization is comparatively low.
Knowledge of Indian market.
SWOT
OPPORTUNITIES:
THREATS:
Advent of MNC banks
Growing Indian banking sectors.
Foreign banks
People are becoming more service
Govt. banks
oriented.
Future market trends.

18. Mutual Funds
D-mat a/c Consultation Services
ATM’s Core Home loan
E-banking Mobile & Internet
services
KEY:
Facilitating elements Advisory functions Deposits &
Enhancing elements Withdrawal of
Money

19. Good waiting rooms
Augmented
service
Timely Service Actual
service
Brand Banking
name Hours
Basic
Extensive
New schemes Banking ATM Network
Tailored for Service
Specific customers
Core
service
24 ATM
Mobile & Internet
Banking

21. Customer goes to the service provider (Visit
Axis Bank)
Service provider goes to the
customer(Personal Banker Sales)
Interaction at arm’s length (ATM, Internet
Banking,Mobile Banking)

22. Private Sector Banks Public Sector Banks

23. Bank Branches ATM Cities Inception Overseas
Presence
Axis Bank 1095 4846 615 1994 4
HDFC 1725 4232 779 1994 8
SBI 13076 21000 1955 32
PNB 4668 3700 1895 5

25. • Initiate & institutionalize globally competitive HR practices.
• Put in place relevant HRD strategies and use modern
methodologies.
• Create a performance-driven culture and an exciting
workplace.
• Create a pool of entrepreneurial managers and business
leaders.
• Create a learning organization for employees .

26. • Ultimate aim of the human resources function is to build and
manage a motivated pool of professionals delivering optimum
value to customers.
• Major platforms on which the success of the bank's corporate
strategy rests is bringing on board the requisite skills.
• Young bank with an average age of 29 years and a talent pool
comprising a mix of new recruits and experienced officers.

27.  Recruitment and selection
 Training and development
 Performance appraisal
 Compensation

28. CV Submission And Application Evaluation
Ability Tests
Capability Based Interviews
Reply Letters
Job Offer

29. TRAINING & DEVELOPMENT
• Streamlined Induction schedule for all new joinees.
• Talent identification& grooming programmes.
• Grooming & etiquettes programmes.
• Role-change programmes & executive development
programmes.

30. PROCESS contd…..
• PERFORMANCE APPRAISAL
• COMPENSATION

32. Capital and Liabilities: 2011 2010 2009
Total Share Capital 410.55 405.17 359.01
Equity Share Capital 410.55 405.17 359.01
Share Application Money 0.00 0.17 1.21
Preference Share Capital 0.00 0.00 0.00
Reserves 18,588.28 15,639.27 9,854.58
Revaluation Reserves 0.00 0.00 0.00
Net Worth 18,998.83 16,044.61 10,214.80
Deposits 189,237.80 141,300.22 117,374.11
Borrowings 26,267.88 17,169.55 10,185.48
Total Debt 215,505.68 158,469.77 127,559.59
Other Liabilities & Provisions 8,208.86 6,133.46 9,947.67
Total Liabilities 242,713.37 180,647.84 147,722.06

33. Assets 2011 2010 2009
Cash & Balances with RBI 13,886.16 9,473.88 9,419.21
Balance with Banks, Money at Call 7,522.49 5,732.56 5,597.69
Advances 142,407.83 104,343.12 81,556.77
Investments 71,991.62 55,974.82 46,330.35
Gross Block 3,426.49 2,107.98 1,741.86
Accumulated Depreciation 1,176.03 942.79 726.45
Net Block 2,250.46 1,165.19 1,015.41
Capital Work In Progress 22.69 57.24 57.48
Other Assets 4,632.12 3,901.06 3,745.15
Total Assets 242,713.37 180,647.87 147,722.06
Contingent Liabilities 429,069.63 296,125.58 104,428.39
Bills for collection 57,400.80 35,756.32 29,906.04
Book Value (Rs) 462.77 395.99 284.50

34. Income 2009
2010
2011
Interest Earned 15,154.81 11,638.02 10,835.49
Other Income 4,632.13 3,945.78 2,896.88
Total Income 19,786.94 15,583.80 13,732.37
Interest expended 8,591.82 6,633.53 7,149.27
Employee Cost 1,613.90 1,255.82 997.66
Selling and Admin Expenses 2,406.59 2,443.05 1,572.83
Depreciation 289.59 234.32 188.67
Miscellaneous Expenses 3,496.55 2,502.55 2,008.57
Preoperative Exp Capitalised 0.00 0.00 0.00
Operating Expenses 5,734.55 5,066.76 3,590.42
Provisions & Contingencies 2,072.08 1,368.98 1,177.31
Total Expenses 16,398.45 13,069.27 11,917.00

35. ---------------- in Rs. Cr. -------------- 2011 2010 2009
Net Profit for the Year 3,388.49 2,514.53 1,815.36
Profit brought forward 3,427.43 2,348.09 1,553.87
Total 6,815.92 4,862.62 3,369.23
Preference Dividend 0.00 0.00 0.00
Equity Dividend 670.36 567.45 420.52
Corporate Dividend Tax 0.00 0.00 0.00
Earning Per Share (Rs) 82.54 62.06 50.57
Equity Dividend (%) 140.00 120.00 100.00
Book Value (Rs) 462.77 395.99 284.50
Transfer to Statutory Reserves 836.95 867.43 600.62
Transfer to Other Reserves 338.84 0.31 0.00
Proposed Dividend/Transfer to Govt 670.36 567.45 420.52
Balance c/f to Balance Sheet 4,969.77 3,427.43 2,348.09
Total 6,815.92 4,862.62 3,369.23

36. ------------------- in Rs. Cr. ------------------- 2011 2010 2009
5135.66 3851.36 2785.19
Net Profit Before Tax
Net Cash From Operating Activities 11425.07 28.87 10551.63
Net Cash (used in)/from
-13985.33 -5122.98 -9741.96
Investing Activities
Net Cash (used in)/from Financing Activities 8769.69 5304.07 1692.32
Net (decrease)/increase In Cash and Cash
6204.75 189.54 2512.66
Equivalents
Opening Cash & Cash Equivalents 15203.91 15016.90 12504.24
Closing Cash & Cash Equivalents 21408.66 15206.44 15016.90

37. 2011 2010 2009
Profitability ratios
Operating margin (%) 27.43 25.58 22.13
Gross profit margin (%) 25.93 24.06 20.74
Net profit margin (%) 17.20 16.10 13.31
Leverage ratios
Total debt/equity 9.96 8.81 11.49
Owners fund as % of total source 9.12 10.19 8.00
Fixed assets turnover ratio 5.65 7.31 7.78

38. 2011 2010 2009
Liquidity ratios
Current ratio 0.56 0.63 0.37
Quick ratio 19.60 19.19 9.52
Payout ratios
Dividend payout ratio (net profit) 19.78 22.56 23.16
Earning retention ratio 80.26 77.47 76.94