Reforms 2020

LAST 20 YEARS, NEXT 20 YEARS

TOP 20 BRANDS

Bang
for
your
buck
By Prof
Arvind Sahay

People, both
inside and
outside, have
been core to
ICICI Banks
stupendous
growth in
liberalised
India

16

CICI Bank is a formidable brand not only in

India but is also counted among Asias top
500 brands. The genesis of its present brand
status lies in a core of about 600 people
whose values drive the brand. On the surface, ICICI does have a high level of attrition especially at the lower levels of management. However, there is remarkable stability at the top with a
core of more than 600 people that have been with
the bank for at least 10 years. These people determine the core values and principles of the bank. In
a business that is essentially people driven, this
provides a continuity and stability of purpose and
approach to business that has been, so far, a key
differentiator for this private sector bank.
ICICIs internal processes are robust despite
occasional hiccups (like the rural banking fiasco). It
was amongst the first banks in the country to adopt
state-of-the-art technological processes and platforms for providing service to customers. For
example, its ICICI Direct service for brokerage ser-

REFORMS 2020 | SEPTEMBER 2011