1. Emerging Opportunities in the Indian Cards and Payments
Market: Market Size, Trends and Drivers, Strategies, Products
and Competitive Landscape
Report Details:
Published:September 2012
No. of Pages: 123
Price: Single User License – US$4495
Synopsis
The report provides market analysis, information and insights into the Indian cards and payments
market, including:
• Current and forecast values for each segment of the Indian cards and payment market including
debit cards, credit cards, prepaid cards and charge cards
• Comprehensive analysis of the industry’s market attractiveness and future growth areas
• Analysis of various market drivers and regulations governing the Indian cards and payment
market
• Detailed analysis of the marketing strategies adopted for selling prepaid cards used by various
banks and other institutions in the market
• Comprehensive analysis of consumer attitudes and buying preferences for cards
• Competitive landscape of the Indian cards and payments market
Summary
The Indian cards and payments market registered significant growth during the review period
(2007–2011) as combined card volume recorded a growth of 28.6% in 2011 over figures from
2010. Changing lifestyle demographics, the need for more sophisticated products, the increasing
popularity of online shopping and increases in per capita disposable income supported the growth
of this market. During the review period, the cards and payment industry increased at a CAGR of
27.67% in volume terms.
The Reserve Bank of India (RBI) has established a set of operating guidelines for the issuing of
credit, prepaid and debit cards in India under the Payment Systems and Settlements (PSS) Act of
2007. Revised PSS Regulations in 2008 detailed the requirements that must be met for the
authorization of payment systems, instructions on payment types and a framework for determining
standards. A large section of the Indian population remains unbanked (according to 2011 RBI
estimates, around 485.9 million of the total Indian population remained unbanked) and relies

2. heavily on cash transactions. Out of the total unbanked population, 41% live in urban areas and
59% reside in the rural area. RBI regulations relating to financial inclusion mean that banks are
presented with a significant opportunity to target and market their prepaid cards products,
especially in rural areas.
Scope
• This report provides a comprehensive analysis of the Indian cards and payments market
• It provides current values for the Indian cards and payments market for 2011 and forecast figures
to 2016
• It details the different macroeconomic, infrastructural, consumer and business drivers affecting
the Indian cards and payments industry
• It outlines the current regulatory framework in the industry
• It details the marketing strategies used by various banks and institutions
• It profiles the major banks in the Indian cards and payments market
Reasons To Buy
• Make strategic business decisions using historic and forecast market data related to the Indian
cards and payments market and each market within it
• Understand the key market trends and growth opportunities within the Indian cards and
payments market
• Assess the competitive dynamics in the Indian cards and payments market
• Gain insights into the marketing strategies used for selling various types of cards in the Indian
market
• Gain insights into key regulations governing the Indian cards and payment market
Key Highlights
• Although the issuance of all card types increased during the review period, debit cards
accounted for the largest market share. The market share of debit cards grew at a CAGR of
28.38% during 2007 and 2011 and is forecast to increase at a CAGR of 17.72% over the forecast
period.
• The growing market for online trade and e-commerce is one of the key growth drivers of the
Indian cards and payments market.
• In March 2012, the National Payment Corporation of India (NPCI) launched RuPay, India’s own
card payment network. Established at the request of the RBI, RuPay will compete with existing
companies such as Visa and MasterCard.
• The entry of non-banking companies into the prepaid card category will further support the
growth of prepaid cards in India. During the review period many non-bank companies entered the
prepaid card market, which had the effect of expanding the products and services on offer.
• Banks are segmenting their customer base in order to maximize the potential of expanding their
market shares in each card category. Banks such as ICICI, HDFC and IDBI have launched debit
cards specifically targeting Indian women.

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Major points covered in Table of Contents of this report include
Table of Contents
1 Executive Summary
2 Market Attractiveness and Future Prospects of Cards and Payments Market
3 Analysis of India Cards and Payments Market Drivers
3.1 Macroeconomic Fundamentals
3.1.1 GDP
3.1.2 Inflation
3.1.3 Bank repo rate
3.2 Infrastructure Drivers
3.2.1 Growing number of ATMs
3.2.2 POS terminals
3.2.3 Mobile and internet penetration
3.2.4 Emergence of Indian domestic card payment network: RuPay
3.3 Business Drivers
3.3.1 Online trade dynamics
3.3.2 Retail dynamics
3.3.3 Travel cards
3.3.4 Payroll cards
3.3.5 Competitive pressure
3.4 Consumer Drivers
3.4.1 Per capita annual disposable income
3.4.2 Urban vs rural population
3.4.3 Increasing population of non-resident Indians (NRIs)
3.4.4 Changing lifestyles
3.5 Card Fraud Statistics
3.5.1 By channel
3.5.2 By scheme
3.6 Regulatory Framework
3.6.1 Security regulations and guidelines
4 Emerging Consumer Attitudes and Trends
4.1 Market Segmentation and Targeting
4.1.1 Retail segment
4.1.2 Corporate customers
4.2 Consumer Preference – Price, Convenience and Services
4.2.1 Price
4.2.2 Services
4.2.3 Convenience
4.3 Online Buying Behaviour

4. 4.4 Preferred Payment Methods
5 Competitive Landscape and Industry Dynamics
5.4 Market Share Analysis by Payment Channels
5.4.1 Overview of payment channels
5.4.2 Cash
5.4.3 Checks
5.4.4 Credit transfer
5.4.5 Cards
5.4.6 Internet banking
5.4.7 Mobile payments
5.5 Debit Cards Market Share
5.5.1 By bank
5.5.2 By scheme
5.6 Prepaid Cards Market Share
5.6.1 Open-loop cards
5.6.2 Closed-loop cards
5.7 Credit Cards Market Share
5.7.1 By bank
5.7.2 By scheme
5.8 Charge Cards Market Share
5.8.1 By card type
6 Strategies Adopted by Key Competitors
6.4 Market Entry Strategies
6.5 Marketing/Product Strategy
6.5.1 Debit cards
6.5.2 Credit cards
6.5.3 Payroll cards
6.5.4 Travel cards
6.5.5 Multi-purpose cards
6.5.6 Remittance cards
6.5.7 Other prepaid cards
6.6 Pricing Strategies
7 Market Size and Growth Potential of Payment Card Industry
7.1 Market Share Analysis by Type of Card
7.2 Total Market Size and Forecast of Card Industry
7.2.1 Analysis by number of cards
7.2.2 Analysis by transaction value
7.2.3 Analysis by transaction volume
7.3 Credit Card Market Size and Forecast
7.3.1 Analysis by number of cards
7.3.2 Analysis by transaction value
7.3.3 Analysis by transaction volume

5. 7.3.4 Other key performance indicators
7.4 Debit Card Market Size and Forecast
7.4.1 Analysis by number of cards
7.4.2 Analysis by transaction value
7.4.3 Analysis by transaction volume
7.4.4 Other key performance indicators
7.5 Prepaid Card Market Size and Forecast
7.5.1 Analysis by number of cards
7.5.2 Analysis by segments – open and closed-loop cards
7.5.3 Analysis by transaction value
7.6 Charge Cards Market Size and Forecast
7.6.1 Analysis by number of cards
7.6.2 Analysis by transaction value
7.6.3 Analysis by transaction volume
8 Profile of Key Competitors, Products and Strategies
8.1 State Bank of India (SBI)
8.1.1 Strategies
8.1.2 Prepaid cards offered
8.1.3 Debit cards offered
8.1.4 Credit cards offered
8.1.5 Financial performance
8.2 ICICI Bank Limited
8.2.1 Strategies
8.2.2 Prepaid cards offered
8.2.3 Debit cards offered
8.2.4 Credit cards offered
8.2.5 Financial performance
8.3 HDFC Bank
8.3.1 Strategies
8.3.2 Prepaid cards offered
8.3.3 Debit cards offered
8.3.4 Credit card offered
8.3.5 Financial performance
8.4 Axis Bank
8.4.1 Strategies
8.4.2 Prepaid cards offered
8.4.3 Debit cards offered
8.4.4 Financial performance
8.5 ITZ Cash Card Ltd
8.5.1 Strategies
8.5.2 Prepaid cards offered
8.6 American Express Company

6. 8.6.1 Strategies
8.6.2 Credit cards offered
8.6.3 Charge cards offered
8.7 Diners Club International Limited
8.7.1 Strategies
8.7.2 Cards offered
9 Appendix
9.1 Methodology
9.2 Definitions
9.3 Contact Us
9.4 About Timetric
9.5 Disclaimer
List of Tables
Table 1: Indian Repo Rate (%), April 2009–April 2012
Table 2: Indian Travel Card Category Market Size (INR Billion), 2007–2016
Table 3: Indian Payroll Card Category Market Size (INR Billion), 2007–2016
Table 4: Market Entry Strategy of Foreign Banks in India
Table 5: Indian Cards Market by Type of Card (Millions), 2007–2016
Table 6: Indian Cards Market Size by Volume (Million), 2007–2016
Table 7: Indian Cards Market Size by Transaction Value (INR Billion), 2007–2016
Table 8: Indian Cards Market Size by Transaction Value (US$ Billion), 2007–2016
Table 9: Indian Cards Market Size by Transaction Volume (Million), 2007–2016
Table 10: Indian Credit Card Category Market Size by Volume (Million), 2007–2016
Table 11: Indian Credit Card Category Market Size by Transaction Value (INR Billion), 2007–2016
Table 12: Indian Credit Card Category Market Size by Transaction Value (US$ Billion), 2007–2016
Table 13: Indian Credit Card Category Market Size by Transaction Volume (Million), 2007–2016
Table 14: Indian Credit Card Category Market Size by Frequency of Use, 2007–2016
Table 15: Indian Credit Card Category Market Size by Average Transaction Value (INR),
2007–2016
Table 16: Indian Credit Card Category Market Size by Average Transaction Value (US$),
2007–2016
Table 17: Indian Debit Card Category Market Size (Million), 2007–2016
Table 18: Indian Debit Card Category Market Size (INR Billion), 2007–2016
Table 19: Indian Debit Card Category Market Size (US$ Billion), 2007–2016
Table 20: Indian Debit Card Category Market Size by Transaction Volume (Million), 2007–2016
Table 21: Indian Debit Card Category Market Size by Frequency of Use, 2007–2016
Table 22: Indian Prepaid Card Category Market Size ( Million), 2007–2016
Table 23: Indian Open-Loop Prepaid Cards Category Market Size (Number of Card in Million),
2007–2016
Table 24: Indian Closed-Loop Prepaid Cards Category Market Size (Number of Card in Million),
2007–2016
Table 25: Indian Prepaid Cards Category Market Size (INR Billion), 2007–2016
Table 26: Indian Prepaid Cards Category Market Size (US$ Billion), 2007–2016
Table 27: Indian Charge Card Category Market Size (Thousands), 2007–2016

7. Table 28: Indian Charge Card Category Market Size (INR Billion), 2007–2016
Table 29: Indian Charge Card Category Market Size (US$ Million), 2007–2016
Table 30: Indian Charge Card Category Market Size by Transaction Volume (Million), 2007–2016
Table 31: State Bank Classic Debit and Shopping Card
Table 32: State Bank Silver International Debit Card
Table 33: State Bank Gold International Debit Card
Table 34: State Bank Platinum International Debit Card
Table 35: SBI Yuva International Debit Card
Table 36: SBI Group Financial Position, Fiscal Year Ending March (INR Billion)
Table 37: ICICI Bank Financial Position (INR Billion)
Table 38: HDFC Bank Financial Position (INR Billion)
Table 39: Axis Bank Financial Position (INR Billion)
Table 40: Indian Prepaid Card Definitions
List of Figures
Figure 1: Growth Potential of The Indian Cards and Payments Market by Area of Usage
Figure 2: Indian Cards and Payments Market Drivers
Figure 3: Indian GDP Growth Rate, Q1 2010 – Q4 2011
Figure 4: Indian Inflation Rate (%), 2007–2017
Figure 5: Indian Repo Rate (%), April 2009–April 2012
Figure 6: Indian Number Of ATMs (Thousands), 2007–2017
Figure 7: Indian Number of POS Terminals (Absolute), 2007–2017
Figure 8: Indian Market Share of POS Terminals (Top-Seven Banks), March 2011
Figure 9: Indian Internet Penetration Rate (%), 2007–2016
Figure 10: Indian Mobile Phone Penetration Rate (%), 2007–2016
Figure 11: Indian Online Trade Market (INR Million), 2007–2011
Figure 12: Indian Percentage of Retail Transactions By Volume, 2011
Figure 13: Indian Travel Card Category Market Size (INR Billion), 2007–2016
Figure 14: Indian Payroll Card Category Market Size (INR Billion), 2007–2016
Figure 15: India: Annual Per Capita Disposable Income (US$), 2007–2017
Figure 16: Indian Urban and Rural Population (%), 2007–2011
Figure 17: Indian Remittance Card Category Size (INR Billion), 2007–2016
Figure 18: Card Fraud Statistics By Region (US$ Million), 2007–2011
Figure 19: Indian Card Fraud Statistics By Channel (INR Million), 2007–2011
Figure 20: Indian Card Fraud Statistics By Scheme (INR Million), 2007–2011
Figure 21: Customer Identification Procedure – Documents Required
Figure 22: Financial Inclusion Plan Performance Analysis
Figure 23: Indian Cards and Payments Market Segmentation by Card Type
Figure 24: Specialized Debit Cards for Women
Figure 25: Specialized Credit Cards for Women
Figure 26: Indian Volume of Leisure Tourists (Million), 2007–2016
Figure 27: Indian HNWIs Volume, 2007–2016
Figure 28: Debit Cards Offered to HNWIs
Figure 29: Indian Volume of Outbound Business Tourists (Million), 2007–2016
Figure 30: Prepaid Cards for Outbound Business Tourists
Figure 31: Consumer Preferences on Various Types of Cards
Figure 32: Most Common Services Offered on Cards

8. Figure 33: Ecommerce Penetration Among Active Internet Users
Figure 34: Indian Online Trade Market by Type of Market, 2011
Figure 35: Indian Preferred Payment Methods – 2011
Figure 36: Indian Debit Card Market Share by Banks (Number of Cards), 2011
Figure 37: Indian Debit Card Market Share by Schemes (Number of Cards), 2011
Figure 38: Indian Open-Loop Prepaid Card Market Share (Number of Cards), 2011
Figure 39: Indian Closed-Loop Prepaid Card Market Share (Number of Cards), 2011
Figure 40: Indian Credit Card Market Share by Banks (Number of Cards), 2011
Figure 41: Indian Credit Card Market Share by Banks (Number of Cards), 2011
Figure 42: Indian Charge Card Market Share by Schemes (Number of Cards), 2011
Figure 43: Marketing Strategies Based on Card Type
Figure 44: Co-Branded Credit Cards
Figure 45: Debit Cards Pricing Strategies of Various Service Providers
Figure 46: Prepaid Cards Pricing Strategies of Various Service Providers
Figure 47: Credit Cards Pricing Strategies of Selected Service Providers
Figure 48: Indian Cards Market by Type of Card (%), 2007–2016
Figure 49: Indian Cards Market Size by Volume (Million), 2007–2016
Figure 50: Indian Card Market Size by Transaction Value (INR Billion), 2007–2016
Figure 51: Indian Cards Market Size by Transaction Volume (Million), 2007–2016
Figure 52: Indian Credit Card Category Market Size by Volume (Million), 2007–2016
Figure 53: Indian Credit Card Category Market Size by Transaction Value (INR Billion),
2007–2016
Figure 54: Indian Credit Card Category Market Size by Transaction Volume (Million), 2007–2016
Figure 55: Indian Credit Card Category Market Size by Frequency of Use, 2007–2016
Figure 56: Indian Credit Card Category Market Size by Average Transaction Value (INR),
2007–2016
Figure 57: Indian Debit Card Category Market Size (Million), 2007–2016
Figure 58: Indian Debit Card Category Market Size (INR Billion), 2007–2016
Figure 59: Indian Debit Card Category Market Size by Transaction Volume (Million), 2007–2016
Figure 60: Indian Card Category Market Size by Frequency of Use, 2007–2016
Figure 61: Debit Card Usage ATMs and POS Terminals (INR Billion), 2007–2016
Figure 62: Indian Prepaid Card Category Market Size ( Million), 2007–2016
Figure 63: Indian Open-Loop Prepaid Cards Category Industry Market Size (Number of Card in
Million), 2007–2016
Figure 64: Indian Closed-Loop Prepaid Cards Category Market Size (Number of Card in Million),
2007–2016
Figure 65: Indian Prepaid Cards Category Market Size (INR Billion), 2007–2016
Figure 66: Indian Charge Card Category Market Size (Thousands), 2007–2016
Figure 67: Indian Prepaid Card Category Market Size (INR Billion), 2007–2016
Figure 68: Indian Charge Card Category Market Size by Transaction Volume (Million), 2007–2016
Figure 69: SBI Market Segmentation of Cards Offered
Figure 70: SBI Deals Offer to Credit Card Users
Figure 71: ICICI Bank Limited (ICICI) Market Segmentation of Cards Offered
Figure 72: ICICI Deals Offer for Credit Card Users
Figure 73: ICICI Bank Prepaid Cards
Figure 74: HDFC Bank’s Market Segmentation of Cards Offered
Figure 75: HDFC Bank Easy Shop Women Advantage Debit Card
Figure 76: Axis Bank Market Segmentation of Cards Offered

9. Figure 77: American Express Company Market Segmentation of Cards Offered
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