It is designed for customers who are upwardly mobile and maintain a relationship value of a minimum Rs. 200,000 with the Bank.
Basis McKinsey India estimates, the emerging affluent segment in India constitutes of 16 million households with 37 per cent in the top 14 cities - Mumbai, Delhi, Bangalore, Kolkata, Chennai, Hyderabad, Pune, Nagpur, Surat, Baroda, Ahmedabad, Visakhapatnam, Chandigarh and Kochi. This segment primarily consists of salaried professionals and also includes 35-40 per cent of self employed individuals, with an annual income ranging from Rs. 300,000 to Rs. 1,500,000. The segment is expected to grow at a CAGR of 9 per cent, while the revenue pool currently at Rs. 25,000 crore ($5 billion), is expected to grow at a CAGR of 16 per cent.
On the occasion of the launch of Citibanking, Anand Selva, Country Business Manager, Global Consumer Group, Citi India said, “We are delighted to launch a market first value proposition for emerging affluent consumers in India. The Citibanking offering, created through extensive research, demonstrates our commitment to address the increasingly changing needs of this segment. With this launch, we have personalized and customised offerings for our customers across the wealth continuum - starting with salaried accounts (Suvidha); the newly defined emerging affluent (Citibanking), the affluent (Citigold), the high net worth individuals (Citigold Select) and the ultra high net worth individuals (Citi Private Bank)”
“We are focused on executing our segment-led strategy to grow our retail banking franchise in India in the areas of cards, payment solutions, wealth management, mortgages and unsecured loans. We aim to set new benchmarks with strong value propositions with the launch of innovative products & services, to meet the aspirations of our customers”, concluded Anand.
Announcing the launch of Citibanking, Sandeep Bhalla, Head-Retail Banking, Citi India said; “We conducted an in-depth research to identify the specific banking needs of the emerging affluent, a segment that has significantly grown over the last decade. Consumers in this segment embrace technology in every aspect of their lives and are increasingly leading a global lifestyle. Waiting is no longer an option. They want a bank that values their time, offers world-class digital banking services and supports their global banking and investing needs. Citibanking seeks to deliver all of these and make banking convenient. It’s time to Rethink Banking.”
Citibanking was thoughtfully developed with customer feedback from an extensive survey of 8,000 emerging affluent individuals across seven Asia Pacific markets (India, Hong Kong, Singapore, Indonesia, Taiwan, Malaysia and Korea).
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