1. Name: Tanu Chadha Enrollment No: 13BSPHH010705
IBS Campus: Hyderabad Mobile No: 9888678943 Email Id:chadha1291@gmail.com
INTERSHIP PROGRAM
Internship Proposal
I. Internship Proposed:
 Project Proposed: HNW Initiatives and Customer Feedback Survey for
HNW Clients
 Company :HDFC Bank
o Profile: HDFC Bank was incorporated in August 1994 and
currently has an nationwide network of 3,336 Branches and 11,473
ATM's in 2,104 Indian towns and cities. The Housing
Development Finance Corporation Limited (HDFC) was amongst
the first to receive an 'in principle' approval from the Reserve Bank
of India (RBI) to set up a bank in the private sector, as part of
RBI's liberalization of the Indian Banking Industry in 1994. The
bank was incorporated in August 1994 in the name of 'HDFC Bank
Limited', with its registered office in Mumbai, India. HDFC Bank
commenced operations as a Scheduled Commercial Bank in
January 1995.
o Business Focus: HDFC Bank’s mission is to be a World Class
Indian Bank. The objective is to build sound customer franchises

2. across distinct businesses so as to be the preferred provider of
banking services for target retail and wholesale customer
segments, and to achieve healthy growth in profitability, consistent
with the bank’s risk appetite. The bank is committed to maintain
the highest level of ethical standards, professional integrity,
corporate governance and regulatory compliance. HDFC Bank’s
business philosophy is based on five core values: Operational
Excellence, Customer Focus, Product Leadership, People and
Sustainability.
o Distribution Network: HDFC Bank is headquartered in Mumbai.
As of December 31, 2013, the Bank’s distribution network was at
3,336 branches in 2,104 cities. All branches are linked on an online
real-time basis. Customers in over 1397 locations are also serviced
through Telephone Banking. The Bank’s expansion plans take into
account the need to have a presence in all major industrial and
commercial centers, where its corporate customers are located, as
well as the need to build a strong retail customer base for both
deposits and loan products. Being a clearing / settlement bank to
various leading stock exchanges, the Bank has branches in centers
where the NSE / BSE have a strong and active member base .The
Bank also has a network of 11,473ATMs across India. HDFC
Bank’s ATM network can be accessed by all domestic and
international Visa / MasterCard, Visa Electron / Maestro, Plus /
Cirrus and American Express Credit / Charge card-holders.
o Management: Mr. C.M. Vasudev has been appointed as the
Chairman of the Bank with effect from 6th July 2010. Mr.
Vasudev has been a Director of the Bank since October 2006. A
retired IAS officer, Mr. Vasudev has had an illustrious career in
the civil services and has held several key positions in India and

3. overseas, including Finance Secretary, Government of India,
Executive Director, World Bank and Government nominee on the
Boards of many companies in the financial sector.
The Managing Director, Mr. Aditya Puri, has been a professional
banker for over 25 years and before joining HDFC Bank in 1994
was heading Citibank's operations in Malaysia.
The Bank's Board of Directors is composed of eminent individuals
with a wealth of experience in public policy, administration,
industry and commercial banking. Senior executives representing
HDFC are also on the Board. Senior banking professionals with
substantial experience in India and abroad head various businesses
and functions and report to the Managing Director. Given the
professional expertise of the management team and the overall
focus on recruiting and retaining the best talent in the industry, the
bank believes that its people are a significant competitive strength.
II. Description of internship in brief
The internship is based on Retail Banking Sector pertaining specially to HNW (High Net Worth)
clients of HDFC Bank sector 8 Chandigarh branch. During the internship I would be working
under Relationship Managers (RM) and would study and acquire in-depth knowledge about the
bank, its products & services. This knowledge would further help me in understanding different
types of customers their requirements and what changes could be done for increasing customer
delight.
During the course of internship I am interacting with different HNW clients primarily divided
into different programs as follows-
IMPERIA, PREFERRED and CLASSIC.

4. The internship will help me in understanding how HDFC acquire, enhance, deepen and retain its
customers.
Over All Learning is-
 1.How acquisition of new customers is done.
 2. Understanding the steps taken by the bank for enhancing the relationship by cross-
selling products and services as per the profile and need of the customers.
 3. Deepening the size of the relationship.
 4. Retention of the customers by providing the best possible services and being the
dedicated point of contact of these customers.
So basically the internship is all about Relationship Management for the imperia, preferred and
classic HDFC customers.
This relationship management helps HDFC in following ways
 HDFC bank becomes the primary bank for these Preferred Customers.
 Maximum share of wallet of these customers is with HDFC bank.
III. Objective of internship
 Understanding the working of relationship manager.
 Understanding different initiatives of HDFC bank
 Analyzing customer behavior and suggesting changes in products according to the
findings.
IV. Action Plan
 Phase 1- Analyzing different products and initiatives of HDFC bank and working
on direct channel methods. Specially focusing on digitalization.
 Phase 2- Designing questionnaire for HNW clients.
 Phase 3- Interacting with HNW clients for filling up the questionnaire and
analyzing their behavior. Directing the clients to go for direct channels

5. (digitalization) which will reduce the service time and is cost-effective for the
bank.
 Phase 4- Discussing the findings with Company guide.
 Phase 5- Compilation of the findings and recommending the bank on the basis of
same.
*phase 1 has been completed.
* If there is any change in the action plan would be conveyed
V. Schedule
12th March,2014-16th May,2014
VI. Limitations
 Permission to access all the required company data is not always granted.
 Some clients could provide biased feedback.
 Clients are resistant to provide their personal information because they perceive it
may be a hindrance to their privacy.
Faculty Guide : Dr D.S Prasad
Date: 12th March,2014 Tanu Chadha