A

Project report
on
Social-Relevance
To Study The Social Corporate Responsiblities Performed by The ICICI Bank
A Project Submitted to University of Mumbai
in Partial Fulfilment of Semester IV
For the award of
Master of Management Studies
in
Finance
By

Mr./ Ms. Jyoti Prabhakar More

Roll. No: 2020040

Under the Guidance of
Prof. Shalu Maheshwari

ROHIDAS PATIL INSTITUTE OF MANAGEMENT STUDIES

(Affiliated to University of Mumbai, Approved by AICTE, New Delhi)

May, 2022
 Shree Shankar Narayan Educational Trust

RohidasPatil Institute of Management Studies

(Affiliated to University of Mumbai, Approved by AICTE, New Delhi)
MahavidhyalayaMarg, Navghar Road, Bhayandar East, Thane – 401105.

CERTIFICATE

This is to certify that Mr. / Ms. Jyoti Prabhakar More is a bonafide student of our
Institute and the dissertation entitled To Study The Social Corporate Responsiblities
Performed by The icici bank submitted by him / her is in partial fulfilment of the
semester IV for the Degree of MASTER OF MANAGEMENT STUDIES IN Finance
by the University of Mumbai during the Academic Year 2021-22.

Place: Bhayandar, Thane Dr.Bhupesh V. Rane

Date: Director

RohidasPatil Institute of Management Studies

 GUIDE’S CERTIFICATE

This is to certify that the Dissertation entitled To Study The Social Corporate

Responsiblities Performed by The ICICI Bank

is a bonafide record of independent research work done by Mr. / MsJyoti Prabhakar Moret, Roll. No.

2020040 under my supervision during Academic year21-22, submitted to the University of Mumbai in

partial fulfillment of Semester IV for the Degree of MASTER OF MANAGEMENT STUDIES IN

Finance

Place: Bhayandar, Than

Date :

Guide Name
Prof. Shalu Maheshwari
 DECLARATION

I Mr./Ms. Jyoti Prabhakar More hereby declare that the dissertation To Study The Social
Corporate Responsiblities Performed by The ICICI Bank submitted to the University of
Mumbai in partial fulfilment of the semester IV for the Degree of MASTER OF MANAGEMENT
STUDIES IN Finance is an original work and that the dissertation has not previously formed the basis
for the award of any other degree, Diploma, Associate ship, Fellowship or other title.

Place: Bhayandar, Thane _____________________

Date: Full Name of the Student

Jyoti Prabhakar more

 EVALUATION OF DISSERTATION

1. Name of the Candidate :Jyoti Prabhakar More

2. Registration / Seat Number :2020040

3. Name / Code of the subject :

4. Title of the Dissertation :

5.Evaluation:

Parameters Maximum Marks

Sr. No.
Marks Awarded
1 Situation analysis and Problem definition 10

2 Literature Review (secondary data) 10

3 Methodology of study 20

4 Data Analysis (Primary and Secondary data) 20

5 Conclusions and recommendations 15

6 Guide’s assessment of project progress 10

7 Viva Voce 15

Total 100

6. Name & Address of the Evaluator:

7. Signature of Evaluator with Date:

8. Signature of the Head of the Institution with seal:

 ACKNOWLEDGEMENT

Apart from my efforts, the success of any project depends largely on the encouragement
and guidelines of many others. I take this opportunity to express my gratitude to the people
who have been instrumental in the successful completion of this project.

I would thank the Management of the Institute for providing valuable resources viz.
Library, Computers with Internet facility which is an essential pre-requisite in the
successful completion of the project.

I would like to show my greatest appreciation to Prof. Shalu Maheshwari, I can’t thank
enough for his/her tremendous support and help. I feel motivated and encouraged to
execute my project under his/her mentorship. Without his/her guidance this project would
not have materialized.

The support received from all the respondents was vital for the success of the project. I
am grateful for their time and efforts. Last but not least, I wish to thank my parents
Prabhakar More and Sunita More for their continuous motivation.
 INDEX
SR. NO TOPIC PG. NO.
CH.1 INTRODUCTION
1.1 Introduction 1-5
1.2 Scope of the study 5
1.3 Objectives of the Study 6

CH. 2 REVIEW OF LITERATURE

2.1 Introduction 7
2.2 Review of Literature 9-27

CH. 3 INTRODUCTION TO THE TOPIC

3.1 Introduction (Vision, Mission, etc) 28-33
3.2 History 34-36
3.3 Competitors 36-39
3.4 Programme /activities 40-49

CH.4 RESEARCH METHODOLOGY

4.1 Introduction 50-51
4.2 Significance of the study 52
4.3 SWOT analysis 53-54

CH.5 DATA COLLECTION AND ANALYSIS

5.1 Data Analysis 55-60

CH.6 CONCLUSION 61-62

BIBLIOGRAPHY & WEBLIOGRAPHY 63

ANNEXURE 64-65
 CHAPTER-1

INTRODUCTION

1
1.1 Introduction

ICICI was formed in 1955 at the initiative of the World Bank, the Government of India and
representatives of Indian industry. The principal objective was to create a development
financial institution for providing medium-term and long-term project financing to Indian
businesses. Until the late 1980s, ICICI primarily focused its activities on project finance,
providing long-term funds to a variety of industrial projects. With the liberalization of the
financial sector in India in the 1990s, ICICI transformed its business from a development
financial institution offering only project finance to a diversified financial services provider
that, along with its subsidiaries and other group companies, offered a wide variety of products
and services. As India’s economy became more market-oriented and integrated with the
world economy, ICICI capitalized on the new opportunities to provide a wider range of
financial products and services to a broader spectrum of clients. ICICI Bank was incorporated
in 1994 as a part of the ICICI group. In 1999, ICICI became the first Indian company and the
first bank or financial institution from non-Japan Asia to be listed on the New York Stock
Exchange.

The issue of universal banking, which in the Indian context meant conversion of long-term
lending institutions such as ICICI into commercial banks, had been discussed at length in the
late 1990s. Conversion into a bank offered ICICI the ability to accept low-cost demand deposits
and offer a wider range of products and services, and greater opportunities for earning non-fund
2
based income in the form of banking fees and commissions. After consideration of various
corporate structuring alternatives in the context of the emerging competitive scenario in the
Indian banking industry, and the move towards universal banking, the managements of ICICI
and ICICI Bank formed the view that the merger of ICICI with ICICI Bank would be the
optimal strategic alternative for both entities, and would create the optimal legal structure for
ICICI group's universal banking strategy. The merger would enhance value for ICICI
shareholders through the merged entity's access to low-cost deposits, greater opportunities for
earning fee-based income and the ability to participate in the payments system and provide
transaction-banking services. The merger would enhance value for ICICI Bank shareholders
through a large capital base and scale of operations, seamless access to ICICI's strong corporate
relationships built up over five decades, entry into new business segments, higher market share
in various business segments, particularly fee-based services, and access to the vast talent pool
of ICICI and its subsidiaries.
The Bank has a long-standing commitment to corporate social responsibility (CSR). The
Bank’s contribution to socio-economic development includes several pioneering interve
ntions, with a focus on meeting specific goals. The activities are largely implemented directly
or through the ICICI Foundation for Inclusive Growth (ICICI Foundation).

Corporate Social Responsibility (CSR) is the commitment of companies to provide resources

and support activities focused on enhancing economic and social development. It is the effort
made by companies to improve the living conditions of the local area in which they operate
and the society at large. The activities taken up as part of corporate social responsibility refle
ct the intent to create a positive impact on society without seeking any commensurate moneta
ry benefits. CSR has been a long-standing commitment at ICICI Bank and the ICICI Group
and forms an integral part of our activities. The Bank’s contribution to social sector develop
ment includes several pioneering interventions, and is implemented through the involvement
of stakeholders within the Bank, the Group and the broader community. The Bank established
the ICICI Foundation for Inclusive Growth (ICICI Foundation) in 2008 with a view to signif
icantly expand the ICICI Group’s activities in the area of CSR. Over the last few years ICICI
Foundation has undertaken significant initiatives in specific areas, and has built capabilities
for direct project implementation as opposed to extending financial support to other
3
organisations. ICICI Bank’s objective is to pro-actively support meaningful socio-economic
development in India and enable a larger number of people to participate in and benefit from
India’s econ omic progress. This is based on the belief that growth and development are
effective only when they result in wider access to opportunities and benefit a broader section
of society. ICICI Bank aims to identify critical areas of development that require investments
and intervention, and which can help to realize India’s potential for growth and prosperity.
The Cor porate Social Responsibility Policy (CSR Policy) of the Bank sets out the frame
work guid ing the Bank’s CSR activities. The Policy also sets out the rules that need to be
adhered to while taking up and implementing CSR activities.

including 7 floors for commercial purposes, and 9 basement levels for parking.

The concept of CSR has gained a lot of momentum in recent years, but it is not a new conc
ept (Carroll, 2008), the practices of social responsibilities had been carried out in several part
of the world since long. The concept of donations, helping others has existed from the
inceptionn of mankind on earth. In every part of the world, there had been insta nces where
people have been willingly donating their wealth towards the development of society, to those
in needs and to those who are deprived of the basic facilities in their day to day life. There
had been instances throughout the globe, in almost every part that the richer have come forw
ard to help others, to provide basic requirements, to help in upliftment of soci ety, building of
hospitals, schools and may such activities. But this way of helping oth ers, in those past days
was nothing but philanthropy of an individual, the owner of big business enterprise etc.There
was no such concept as Social Responsibility, during those days the developmental activities
were usually carried out only by the government and usually peo ple did not expect any big
help from the rich people. But as time passed, the number of private business increased, the
government’s role started becoming lesser, peop le started looking towards the private run
organizations, corporate houses for developpm ental acti vities and thus gave rise to the
concept of “corporate social responsibility” or “Social Res ponsibility” which is mainly a
product of late 1950s (Bowen, 1953), prior to which this act of helping the under privileged
by richer was considered as philanthropy. Apart from this, there were so many instances or let
us say many unavoidable circumstances under which the big business houses were bound to
do something good in return, to the society for their wrong doing, because of which several
4
families suffered, several lives were lost, some mention worthy incidents range from BCCI to
Enron to Union Carbide to the

1.2 SCOPE OF STUDY

• Eradicating hunger, poverty and malnutrition, promoting health care including

preventive health care and sanitation including contribution to the Swach Bharat Kosh
set-up by the Central Government for the promotion of sanitation and making available
safe drinking water;
• support activities in areas like disaster relief, environmental and social awareness,
promoting healthcare and sanitation, making available drinking water, empowering
women, supporting the economically backward groups.
• To know the trend of CSR spending by the select banks.
• To study the relationship of CSR spending with the Operating profit of select banks
• To examine the CSR impact on the Operating profit of select banks

5
1.2 OBJECTIVES OF STUDY
• To understand the concept of CSR.
• To study the CSR initiatives conducted by the ICICI bank in India.
• To study the amount of expenditure made for CSR in last five years.
• ICICI Bank CSR shows a deep commitment to skill building for the
larger purpose of Nation Building. Ranked the ‘Best Company to Work For’ fourth
year in a row (by Business Today magazine)
• To find out the major areas focused by the banks for CSR implementation.
• To compare among public sector bank (SBI) and Public sector bank (ICICI) with
reference to their CSR activities.
• The Bank will encourage employees to participate in CSR activities of the Bank and
ICICI Foundation.
• Capacity building for corporate social responsibility
• ICICI Foundation will continue to promote incubation of expertise for implementing
corporate social responsibility initiatives.

6
 CHAPTER-2

REVIEW OF LETERATURE

7
2.1 INTRODUCTION

This section provides a theoretical literature review on CSR activities in the banking sector in
India. India is the first country in the world to make corporate social responsibility (CSR)
mandatory. Companies can invest their profits in areas such as poverty, education, clean
environment, gender equality, and hunger.

literature Is A descriptive research was conducted to examine the influence of service

quality, customer satisfaction and trust on retail bank client’s commi tments.
According to them studies on service quality and customer relationship management
are gaining much popularity amongst the academician and the rese archer in recent
years. Relationship commitment is central to the relationship marketing as proposed
by Morgan and Hunt. It is also agreed that, committed customer have a strong
intension to stay in relationship. The results of the study indicate that both customer
satisfaction and trust are based not only on the judg ment of customers towards the
outcome of the delivered services but also on customers experience with the service
delivery process. Thus the barrk can gain customer satisfaction and trust by attending
functional (Human relations) and technical (tangible) aspects of their service
management. It is also important to note that, trust is the strongest direct driver of
relationship commitment. The result of study also focuses that client will engage in
relations with a bank that can be trusted.

8
2.2 REVIEW OF LITURATURE

Yeung (2011), in her study on CSR states that business ethics, establishing mindset of risk
management, protection of customers rights and having social responsible mindset of staff
members is very important in order to become a social responsible banking organization.
Choudhary et. al (2011), connotes that CSR in India is not so popular due to lack of co
ordination between govt, corporate and non govt. Organization. In Indian banking sector
mostly banks are working on education, rural development, and helping the physically
challenged.

Gauba (2012), in her study mentioned that despite that fact that Indian Banks grow at a high
rate, there is still a very large unexplored market and India has highest number of households
excluded from banking facilities because of reasons such as slow industrial growth, increased
stress on some sector etc. Kaur (2012), connotes that CSR activities cannot be effective if the
employees implementing the activities understand it. CSR has no boundaries and are not in
any manner constrained by factors like colour, religion, race etc. She also argues that CSR is
a tool which can be used to retain customers and increase in market shares. Singh et. al
(2013), in a study on CSR practices find that Indian banking sector are performing efficiently
both in their banking performance and in socia banking. But msot of the banks do not
disclose amount spent on CSR activities despite the RBI guidelines hence more regulations
and policies are required for proper implementation of CSR in Indian Banking sector.
Dhungel et. al (2013) in a study found that CSR is not mandatory in Nepal but still banks in
Nepal disclose information regarding education, welfare, art, heritage etc. which is
completely voluntary. At the same time there is recommendation that there should be
uniform standards for reporting of CSR activities. Moharana (2013), in her study found that
CSR activities of banks are not satisfactory. There has to be proper CSR policy in every bank
and proper monitoring needs to be done in order to make sure that funds allocated to specific
cause were utilized properly and in order to have a better CSR, government involvement and
media role is important. Sharma et. al (2013), in an attempt to study the CSR practices of
banks in India finds that Indian banks are making efforts but are lacking behind and are not

9
even meeting the RBI guidelines and also points that private sector banks are not performing
well as compared to public sector banks.

Katara (2014) in his study depicts that attitude of people, business houses and society are the
reason behind the changing trends of CSR. And with the changing attitude, CSR is not any
more only about Philanthropy but way more than that and banks are following the triple
bottom line principles in their CSR policy. Dhingra et. al (2014) connotes that Indian
banking sectors are integrating sustainability into their business model, but only few banks
report their CSR activities. Most of the banks use CSR practices as marketing tool and there
are only few banks which have CSR philosophy. Rani et. al (2015), in their study finds that
banks are actively working on CSR activities out of their ethical and moral values but at the
same time there are some areas where banks need to focus more than what they are currently
doing. Apart from focusing on rural development, women empowerment and poverty
reduction activities, attention needs to be given to areas like customer and employee welfare.
Kaur et. al (2015), in their study find that public sector banks don’t carry out CSR activities
with regards to ethics and employee development. At the same time their study depicts that
main concern for public and private sector banks is social welfare but their approach is
different. They also point that a proper CSR model should be formulated for proper
implementation of CSR activities.

Sharad Kumar in his article "Banking changing the gear"/(February 2010) has reviewed
that Indian banking is transforming itself into a customer centric, commercial position by
providing the better and qualitative services in addition to primary services with the help of
superior technology and effective innovation which is producing customer delight. India has
always been a high potential of savings and deposits and its customers were by and large
conservative in nature. He also explained that today's customer is wise one. They are clear in
their mind about their needs, desire, wants and the capabilities that they posses in converting
their desire into demand. The relationship between the desire and demand is one which
generates all the activities of the economy. He also reviewed that shift in consumer
expectations also been taken place. Today's customer is wise, rational, choosey and
intelligent one. In this situation question is how to satisfy banking customers? It is crucial
one that has kept the flame of innovation ignited in the Indian banking landscape. With the
10
technological development and revolutions customer awareness immensely increased. He
has been considered 2 types of bank customers. In 1st category, client who believes in
offering the best value for money by offering quick and efficient services like fast
remittance, wealth management, advisory transactions banking, private equity syndication,
merger and acquisition etc apart offering normal banking services. While 2nd type of
customers who expects the personal banking services like Mutual Fund, Bancansurance,
Demat Services, Tax Payments. It is natural that customers look for convenience when they
do banking. There is no doubt that the banks are not only banks but they are the financial
supermarket. The banking industry would never have thought of such range of products
being sold from the counter as well as beyond the counters at the door step of the customers

Pooja Mengi in her article “Customer satisfaction with service quality- An

empirical study of public and private sector banks”, (September 2009) considered
that customer services is an integral part of any facet of banking and it defines the
future of any banking organization. For a service sector like banking industry the
whole range of activities and generation of income swivels around the customers.
According to her servequal performance wlll ensure maximum customer satisfaction
and also help in attending customer loyalty.

Sandip Ghosh Hajra, Dr. Kailash. B.L. Srivastava in their article “Impactof service
quality on customer satisfaction, loyalty and commitment in the Indian Banking
sector”, (May 2010) has reviewed that service quality plays vital role towards the
determinant of competitiveness for establishing and sustaining & satisfying the
relationship with the bank customers. A customer minded corporate culture, an
excellent service system design, the effective utilization of information and techn
ology are crucial superior service quality. In this regard, by identifying the future
needs, challenges the Indian Banking sector has responded to these needs by paying
more attention to enhancement of service quality so as to retain its market position.
In the present in Indian banking scenario satisfactorily service quality is an indisp
ensable competitive strategy. It is very much important to explore the perception of
services quality and its relationship with the customer satisfaction, loyalty and
commitment in banks. He also given an importance for service quality dimensions
11
which are; assurance, empathy, security and reliability. All these dimension of
service quality tends to have strong impact on customer satisfaction depending upon
the qualityperformance. Therefore it can be said that once if banker become successful
in providing better qualitative services then the customer would be satisfied. The
bank also must initiate action to be assured their customer that doing a business with
them is totally secured one and tb.err money is always safe with the bank.

Ashok J. Kumar. M, Rajesh. R in their article “‘Today’s customers are satisfied?

A study with Banks”, (September 2009) said that Indian Banking industry witnessed
a gigantic change after the industrial policy 1991. Before this policy, customers do
not have much knowledge of banking sector. But after 1991 industrial policy, with
great entry of private and foreign banks the whole scenario changed. The modern
and effective looking new generation banks have begun capturing the market. The
information and technology also emerged as the back bone of the banking operation,
revolutionizing the service delivery through new platforms and channels. During
this competitive stage the banks are also advised to constitute a customer service
committee. The expectation of customer also increases as the improvement in
servlce takes place. It is natural one however ln the banks some steps towards
mitigating the customers problems would be help in reducing the customer
problems. There is also need to create awareness about the procedural changes in
the new system as a result of computerizing the banking operations. In a nutshell,
both the staff and the customers should reorient their attitude towards the banking
services in the IT driven environment and appreciate the intricacies of the new
system so that no. of occasions, complaints woul dreduce. valued customers. And
therefore the keen competition is increasing among the banks and by this way they want to
become a successful banker. He also explained the term ’BANKING’ as follows:

B = Banking of efforts for nation economic prosperity.

A=Advancement of working capital,loans.

N= Nutrition food, it helps the weak farmers, land less laborers to purse milkanimals.
K= Keeps your money safe and grow at fastest rate.

12
In addition to above he gave more stress on bank marketing, various types of services
provided by the bank and last but not least the role of bank employee towards the service
quality.
A. J. Joshua, K. V. M. Varambally, Muli. P. Koshy in their research paper under the
heading, “Customer satisfaction and quality perception of electronic banking
channels services: An empirical study”, (January 2010), have mentioned that all the
banks in India have realized in liberalization period, in order to maintain competitive
and providing the most effective services to their value customers, they need to have
best services to their customers they need to have the best and latest technologies in
place. Irrespective of their ownership status (private and Public sector) almost all
them have given maximum importance to the technological development and deploy
ent. A. T. Ms, plastic money, online collection and payment services, electronic fund
transfer and clearing services, mobile banking, doc management system, smart cards
, core banking solutions, branch banking branch networking, internet banking are all
the outcomes of their initiatives of technological up gradations. The technology enable
es products and more effective delivery channels offers value to their customers,
providing them with anytime, anywhere, anyway banking to their customers.
Prof. H. V. Ambawade in his M. Phil dissertation, “Marketing of banking services
and customer satisfaction”,(1993)hascritically reviewed the types of banking
banking services which are available in addition to primary service or normal
services in the bank. Also he has successes in chalking out the marketing strategy.
This marketing strategy has covered the following points.
1. Development of personal relationship.

2. Adoption of professionalism.

3. Position of Strategy:

-Place.

-Equipments.

-Employees.

13
 -Communication and Aidsmaterials.

-Management InformationSystem.

R. N. Kadam in his article, “Marketing of banking services - an overview”, (August

2009) has explained about the marketing of banking services. According to him
GATT has identified as a many 155 activities as a service and classified in the major
areas or categories. Out of them is fist is business service and second isfinance.Also he
has explained about the meaning of service as in the word of Philip Kotler “an
activity or benefit that one can offer to another that is essentially intangible and
does not result in ownership of anything”.He has considered the 4 P’s of marketing
mix i.e. product, place, promotion, and price. In addition to these 4 P’s he has
given more importance to latest 3 P’s i.e. Public, Publicity and PhysicalEvidence.
Even he has stressed on functions of bank marketing i.e
-MarketingResearch.
-ProductDevelopment.

-PricingSystem.

-Developing MarketOrientation.

-And lastly marketing segmentation i.e. too differentiated marketing

segmentation.
B. K. Jha, S. L. Gupta and Paneet Yadav in their research paper “Use and
effectiveness of new technologies in Indian Banking - A study”, ( March 2008) has
reviewed that technology has played a vital role in the evolution of banking sector.
The features like speed, accuracy, efficiency and operation as well as reduction in the
transaction cost have gained much importance in technology factors. According to
them now a day banking services are oriented to any now, anywhere, any time and
any type of banking. They also added that the technology lfas occupied a prominent
place in the human life as well as contributes towards the economy of the country.
They also concluded that new technologies hold the potential in making banks
more profitable and banking experience more convenient for customers. At
present many customers are using new, latest technology but the hand is catching
14
the albeit slowly. The services like A. T. M,internet,

phone banking, and mobile banking have reshaped people interaction with the
bank. Now the people have started too accepting, using the new technology which
offers by the bank. The technology has a potential scope to change the financial
services business fundamentals. It also holds the key to future success of Indian
banks. In order to fully obtain the benefits of new techniques, people will have to
change the way they think about banking as a whole.
Ipsita Bansal and Rinku Sharma in their article, “Indian Banking services:
Achievements and Challenges”, (June 2008), has considered that earlier banks
were very conservative in their approach but the liberalization of banking sector
has resulted in enhanced efficiency. With the growth in Indian economy,
especially in service sector, the demand for banking services has grown strong.
There was an expansion, greater expectations, competition and diversification of
ownership of banks. Today earlier access to knowledge, increased broad based
use of technology and rapid introduction of innovative customized products to
meet the customer demand are the key factors of changing banking scenario. They
also focused on the achievements and the challenges, formulation of customer
service committee, improvement in collection and processing of cheques-,
settlement of claims of the deceased depositors, improvement in grievance
handling system, door step banking, credit card facilities are the achievements
while fraud, more realistic services in banks as well as challenges before H.R.M
are the future challenges before the banks. The stress has been given on H.R.M-
training and development, skill enhancement because the human capital is the
most valuable asset for the banking organization.

15
Lam Siew Yong, Jamil Bojei in their article, “Relationship of service quality,
satisfaction and trust with customers commitment towards their personal banks”,
(March 2007) had conducted survey with the reference to Malaysian Banking. The
view was to study the existing knowledge by integrating the service quality literature
with the relationship marketing
Arun Dhade in his article, “Impact of new private sector banks on state bank of
India special reference to Madhya Pradesh state”, (December 2009) has reviewed
about the phases of changes of banking sector. Especiallyhe has considered the
changes during the stages of liberalization, globalization. With it the impact of
new entrant of private banks on the state bank of India - bank of Banks. He has
taken into a/c the transformation phases and factors which in fluence
stheeconomyof domesticaswellasatinternationallevel.He also mentioned that
during the passing through the liberalization, degeneration of interest rate regime
at the same time facing the competition from new generation banks i.e. new
Private sector and foreign banks.This has created new look into the matter of
giving the emphasis on improving their business efficiency and increasing the
business volume which may induce the healthy competition among the banking
groups. made attempt to analyze the trend and growth in the retail portfolio at
various banks group. The variables have been committed for the year 2008 over
2007. The study finds that amongst retail loans, housing loans and auto loans have
been occupied prominent place. The researcher hasalso considered the concept of
retailing banking. The retail banking encompasses retail scheme, retail credit,
retail loans, credit card, debit cards, insurance products, mutual funds and other
services like D.D, Core Banking Solutions (C. B. S), T.T etc. Retail banking
includes various financial services and product forming a part of the assets as well
as liabilities segment of the bank. In the present day, the key success of any bank
lies in aggravating and emphasizing the various retail marketing activities. So,
inIndiavarious banks in last decade have been started to taking up the need and
importance of retail banking seriously.

Banks needs to more aggressive on account of changes in needs, wants, demands

15
innovative financial products, merger and acquisition, degeneration, information
technologye, the banks needs to expand their product lines, add new delivery
channel, develop more effective marketing system and techniques and enhance
the service quality for satisfaction of the bankingcustomers.
He also suggested the business retailbanking strategy.
They are as follows:
1. Accurate, fast advancedtechnology.

2. The maintenance of database of customer like credit scoring, credit history.

3. management of information system of database ofcustomers.

4. Appointment of skilled manpower - who an expert in handling the customer

complaints, complexsituation.

5. Marketing research and marketing informationsystem.

6. More effective deliverychannels.

7. Customer - touch points - to listen and consider and to solve the fastly

banking services related problems.

Anupama Barwa and PurvaKansal, in their research paper titled, “Cognitive
Dissonance and the marketing of services: Some issues” (October 2008- March
2009) have considered the meaning and nature of cognitive dissonance behavior
and also tried to set the relationship with the marketing area.
They explained that the concept of cognitive dissonance was carried in the year
1957 by Leon Festinger. If refers a psychologically uncomfortable state or
imbalance that is consistent. Services are characterized by IHIP (Intangibility,
Heterogeneity, Inseparability, Perishability). They also mentioned some
strategies for reduction of cognitive dissonanceand strategies for making of
services. These strategies are developed by scheme (1973). According to Scheme
1. Reductions in dissonance may be done by psychologically increasing the
attractiveness of chose alternative. 2. Develop the attitude of importance
ofdecisions H.S. Srivastava and R. Shrinivasan in their research paper under the

16
title of, “ New age youth banking behavior an exploratory studyinIndian Banking
sector”, (October 2008- March 2009) have given importance and he stress on the
concept of psychographic. The authors have tried to state the relationship of
psychographic and their elements with the service which are available by the bank
to its valuedcustomers.
They also mentioned that, the banking scenario in India has witnessed a rapid
growth with the immense competition. The sectorhaswitnessed rapid technological
deployment, intense price wars, and new product innovations. They say the
customer segmentation takes place at demographic and psychological level.
According to them psychographic- which is an essence tries to study and profile
people based on their attitude, belief, interest, lifestyles and values. Demby

(1994) has defined the terms psychographic.It is a study where the practical
application so behavioral and social science to marketing approach. It is a
quantitative procedurethat. Is in dicated when demographic, socioeconomic are
not sufficient to explain and predict the consumer behavior. It is a human
characteristics of a consumer that may have bearing on the response to products,
packaging, advertising and public relations efforts, people activities interest,
opinionetc. Grossly, psychographic refers the functional value included
competitiveness, size; advise of expertise, customer services, flexibility,
accessibility, efficiency, innovativeness. While emotional values includes
security, stability, familiarity, friendliness, caring and helpful courtesy, comfort
feeling and understand. On the other hand other factors like reputation, nearness
to home or office, interest charged on loans and deposits, modern facilities, quick
and prompt services, hours of operation, location of the city, channel of delivering
the services, easiness in using the banking services, transaction security, accuracy,
speediness, convenience, time utility, provision of different services also been
considered.

17
The paper presented by A. Sanjeevan Rao, R. K. Sharma under the
title“DeterminantsofbankinIndiaDelhi”,(January-June2008)havedetermined the
factors influence the choice of criteria in regarding the selection of bank. The
results of this study were limited for Delhi area only. The outcomes of this study
show that the customization is a significant choice criterion which includes the
speed in services. For this study the following factors were considered:
1.Customization:
-Speedin Service.-Convenient display of counters.-Rateo finterest.
-Emerge of good positive correlation.

2.Convenience:

-Internet banking facilities. - Free delivery of D.D. - PhoneBanking.

3.Value added services:

-Locker facility. - Demataccount.

4.Accessibility:

-Debit card facility. — Credit card facility. - A.T.Mfacility.

5.Generation:

-Simple application forms for all types of account. - Continuousflow of information. -

Overdraft facility.

6.Transaction cost:

-Bank charges. - Other servicescharges.

7.Brand names:

-Brand name. - Centralization of accounts. - Minimum balancea/c.

8.Reliability:

-Loan facility. - Security arrangement inbanks.

With it is very important that no one customer open a/c for the money but also w•ants

18
other services like locker facilities, retailing banking services.

R. K. Mittal and Shiksha. N. Khera in their article, “An analysis of managerial

competencies of bank branch managers in India”, (2009), have focused on the
developing managerial talent. They have stressed on the utilization of human
resources towards the organizational success. As India has large public sector,
private sector banks and there is a common perception that the public sector banks
are inefficient & ineffective compare to foreign and private banks - which provides
the superior quality services and are of most sustainable. The underlying assumption
is that there is a potential gapin managerial competencies and the capacity. Therefore
they suggested some tools for development of managerial competences. They
aremanagement skill development prorammes, skill enhancement, career plarming,
training and developmentetc. Dr. P. Sarita, Dr. P. Mohan Reddy, in her article,
“Customers Relationship

Management and commercial banks”, Quly - September 2009) has considered the
importance, nature of customers relationship management and their role in
commercial banks. According to them, customer is the most important visitor in
any business. He is not dependent on us we depend on him. Customer
Relationship Management is gaining much importance in corporate sector in
recent years. C. R. M is the marketing concept. Marketing in terms of Banking
can be defined as creation and delivery of customer satisfying.

products at a profit to the bank. C.R.M in bank can be defined as albeit to understand,
anticipated and manage the needs of customers, interaction and relationship resulting
in increased efficiency, profitability through revenue and marginal growth and
operationalefficiency.
C.R.M cover the wide range of products and interfaces such as marketing
automation, sales force automation, quality circle for customer services data
interchanging and data mining which focus on decision making. Therefore
whether the bank is gaining success or fails in its trade area 1s determined by how
well the needs of its customers have been understand and satisfied.
Usha Arora and Monica Bansal in their article, “Marketing of bank services”,

19
(June 2010) have been thrown light in marketing - meaning, need, importance of
banking services. Even they have distinguished between the traditional and
modern banking services in banking sector. According to them, the competition
may be intense. Even today, after 63 year of independence, about half of the
populations do not access to banks and with rising income levels, the growth
potential for banking services is immense. Banking personalized oriented
industry. These customers come from various economic strata. It is therefore
necessary to identify the different groups of customers, find out their basic needs,
design product and service to suit tier needs and deliver them in the best possible
manner. Bank marketing refers to the creation and delivery of various services
to present the prospective customer at some profit to the bank may integrate the
various banking serviceseffectively.
Mrs. Syamala Gopinath in her speech on the subject, “Bank relationship with the
customers - evolving perspectives”, (April 2008) has explained that in a rapidly
finalized economic environment in India. Even she has tried to focus on evolving
nature of banks relationship with individual customers and unfolding of new
challenges in this regard. Finally she said no doubt banking services are spreading
in terms of thief width, depth and at every stage the customer needs to assure the
certainty of focus of those concernedin.
managing the system. She also considered the importance o financial education
of customers both from rural and urban areas.
M. D. Mallya in his speech on the subject, “Role of technology in enhancing
quality of customers services in banks”, (June 2009), has reviewed the quality of
customer services in bank.
According to him mobbing banking from manual mode to any where banking
environment today has been a tectonic shifts creating value proportion that reflects
the relevance of banks to adapt the fast changes. The customer using such
sophisticated modes of technology should propagate the benefits using but in the
long run can upgrade the range of e – banking services. Nevertheless banks holds
value of personal relationship muchmore significant that the computer driven
services. We assure the right blend of both.

20
Gayatri. Balkrishnan. R, in her research study under the title “Customer
awarenessabouttheBankingservices”,(May2010),hasstudiedthatchangeis the only
constant things in life and the present change in globalization economy and
changes in the lifestyles by the banks by providing the good and qualitative
services at the right time, at the right place. The bankers should be sensitive to
customer perception. The expectation of customer should be understand and
powerful strategies must be implemented by the banks. The value of services
provided should be evaluated in terms of quality and quantity. To be successful a
bank needs to be not just high tech but also high touch as well. The present study
also focused that banks are duly engaged in providing the various kinds of
services to their valued customers from time to time which is less tangible but
highly varied one. The services can be utilized, when they are well aware about
them. Therefore it is important that the banker and the customer should well know
each other. If the bankers are ready to serve to the customers in well manner, then
on the part of customer it is important about the various kinds of service from
time to time. Increased level of awareness among the customers leads to increased
preferences. The present study entitled to probe into customers awareness towards
the various services offered by the private and foreign banks in Go
bicheetipalayam, Erode district - Tamilnadu State with She concluded that
changes is the only consist things in life and the present change in globalization
economy and changes in the lifestyles by the banks by providing the good and
qualitative services at the right time, at the right place. The bankers should be
sensitive to customer perception. The expectation of customer should be
understand and powerful strategies must be implemented by the banks. The value
of services provided should be evaluated in terms of quality and quantity.
Arun kumar, B. Tamil Mani, S. Mahalingam, M. Vanjikovan in their study under
the heading of “Influence of service qualityonattitudinal Loyalty in Private Retail
Banking : An empirical study”, (4 thApril 2010) have reviewed that to gain and
sustain the competitive advantages in fast changing retail banking industry in
India, it is crucial for private banks to understand what customer perceives to be

21
key dimension of service quality and what impact the identified dimension have
on loyalty attitudinal.Thepresent study was conducted with a view to identify the
importance of service quality in private retail banking. For this purpose 2 banks
at Tiruchirapalli were selected. While the data was collected through
questionnaires method the100 Samples were collected. The outcome of this study
is that the customer distinguishes 5 dimension of perceived service quality. They
are as

Facto Perceived Concentration.

r
Quality
No.
1. Responsive Sincere interest with customers.
n Willingness of employee to serve customers. Have a
good complaint Handling System.
ess.
2. Assurance. Employee instilling confidence in customers. Knowledge to
answer the customers.
Understand needs of the customer.
3. Price. Bank’s attention. Reasonable
servicecharges.
Safety with banking.
4. Reliability. Bank performance at right time.

Follow promise and offerings.

5. Tangible Service facilities. Convenient
operation Hrs.
Visualizing materials like brochures, papers,
statements, doc like pay slips, withdrawal slips, deposit
forms etc.

22
Namrata Singh & Rajlaxmi Srivastava (2014), “A Road Way to Corporate Social
Responsibility: A Case Study of ICICI Bank”, the present study elucidates the basic banking
services the ICICI bank is also indulged in taking CSR initiatives towards the benefit of
society. The data of ICICI Bank for the five years is taken and studied. An increase in the
contribution is seen by the bank as the year passess. The study tries to through the light on
different CSR initiatives conducted by ICICI Bank in the recent years. Megha Mehta (2014)
“the corporate social responsibility adopted by ICICI bank” the present study focuses
particularly on ICICI bank and it explores the three layers of CSR activities for ICICI Bank,
are primary or elementary education, health at birth and microfinance. While primary
education connects the poor and the uneducated to the larger economy, activities in health
and micro-finance have a direct link with the bank. The practice of carrying out the
responsibility for the general population not only enhance the governance of the bank but
also eases out attraction and retention of employees and customers. Jones Brian (2009)
“Corporate irresponsibility and corporate social responsibility: competing realities” the
present paper explored and explained corporate social responsibility (CSR) as a theoretical
construct that has implications and consequences for corporate governance in particular, and
more generally for the economy, business and society. Ventura and Vieira (2007) “Social
responsibility as a displacement of capitalism: evidences from banks in Brazil” the present
study to understand the dynamics of institutionalizing corporate social responsibility in the
field of Banking Organizations in Brazil and found that from being an isolated marginal
action, CSR in the past ten years is now a structured action in banking organizations. Marshall
Judi (2007) “The gendering of leadership in corporate social responsibility” reviewed the
potential gendering of leadership in the emerging field of corporate social responsibility
(CSR). It explores whose voices are becoming dominant, how leaders speak, and what forms
men's and women's leadership take.
Anudhav. Anand. Mishra, in his article, “A study on customers satisfaction in Indian
Retail banking”, (November 2009) has focused that the banking industry facing

23
rapidly changing markets, new technology, economic uncertainties, fierce
competition, more demanding customers and changing climate has presented and
unprecented set of challenges.Incurrent dimension a question arise whether the
customers are satisfied or not and what elements of retail banking leads to the
satisfaction or dissatisfaction of customers.

This study postulates on the present level of satisfaction and also tried to explore the
factors that leads customer satisfaction inertial banking inIndia. For this the 100
samples were collected from single bank in Hyderabad. For the purpose of study the
following factors were considered. These are in the short forms ;

1. BANKSERV - Banking services 2. BANKPER- Banking Personnel 3. CUSTCONV

- Customer Conversation. 4. BANKPRICPOL - Banking Price policy. 5. BANKCRM -
Banking Customer Relationship Management. 6. BANKPARK - Banking parking space
available. 7. BANKCHRG - Banking Charges or leeetc
The present study concluded; 1. Improvement in services in needed. 2. Investigation
of the customers by the branch is essential. 3. Managerial attention is highly needed
Anubhav Anand Mishra, “Factors affecting customer satisfaction and their relative
importance in the retail banking sector : An empirical study”, (March 2010), has
focused that retail banking sector in India in undergoing sweeping changes due to
highlighted competition and initials of modern technology. Today customers are
clever and more aware rather than past as a result continuously looking for better
quality services from the retail banking which can provide satisfaction. The present
study helps to identify the factors that are responsible for satisfaction of customers.
The present study has concluded that there is an importance for management role in
identifying the need, factors that assess their value to relative importance. At the
same it should be keep into mind that the satisfied customers always act as mouth
publicity for banks. V. Raman Nair in his article, “Financial services by commercial

24
banks in Kerala”, (June 2006) considered that financial services providers like banks
have been design products and selling them. But the delivery and speed of changes
in the environment due to deregulation and technological changes has
considerably influenced customers and thei preferences. This is the related in the
course that banks are lay on relationship building with the customer and providing
quality services to entice them to move from transaction baking to
relationshipbanking. Finally he concluded that various kinds of customer expect
from the bank. For this the development of relationship is needed. Sathy. Swaroop
Debashish, in his study under the heading “Service quality in commercial Banks : A
comparative analysis of selected banks in Delhi”, (May 2009) focused on the service
quality in commercial banks in Delhi. The objects were to throw light on Indian
Banking. To study the level of quality of 9 banks and their service dimension. To make
comparative analysis o public, private eh foreign banks. For this he had selected S.B.I as
public sector Bank, ICICI, HDFC, Karur Vysya Bank as private bank, while CITI bank,
HSBC, Bank of America as a Foreign Bank. He found that compare to public sector
bank private banks and foreign banks are well serviceprovider. Dr. A. Subhaiah. S.
Jaykumar, E - Banking - A new dimensions of customer services of commercial
banks in India’ (Aug 2009), has reviewed that banking services are delivered by
suing technology. Banking done electronically is electronic banking. Customer need
not necessarily visit bank to carry out their banking transaction and can meet their
requirements through the deliveries of E - Banking facilities. Due to adoption the E
- Banking cost of reduction in the transaction, improvements in efficiency as well as
it can win the trust of customers. Although its popularity and significance, CSR is still a
vague, neglected and perplexed issue for several nations and specially those belong to the
Third World countries including Yemen. According to Amba-Rao (1993), despite the
importance of CSR, a limited discussion is evident in the literature on CSR in the Third
World countries. This limited discussion could be caused by several reasons such as the

25
negligence for the vital effects of CSR on organizational performance, the paucity of
allocated financial resources for CSR activities, the avoidance of enclosing CSR reports in
annual reports of different enterprises and the weakness in the government regulations and
laws that motivate and regulate CSR activities
Dhingra and Mittal (2014) In their paper “CSR Practices in Indian Banking Sector” they
provide a glimpse on CSR concept and evolution of CSR in Indian banking sector on the
basis of secondary data available from web sites. They concluded that CSR reporting
practices are far from satisfaction, only few banks are reported their activities on triple bottom
line principles. They also mention that the standards for rating CSR practices are less uniform
in comparison to that for financial rating and that leads to problem in comparison of corporate
houses and determining the CSR rating.
Hossain and Khan (2016) In their paper “Corporate Social Responsibility (CSR) in Banking
Sector: An Empirical Study on the Hong Kong and Shanghai Banking Corporation (ICICI)
Limited” they inspects people’s comprehension, desires and appraisal of the corporate social
obligation (CSR) of ICICI Bank. Primary data was collected through direct personal
interview by means of the questionnaire; respondents from five branches of ICICI are
randomly selected and secondary data from different reports and magazines, newspapers,
different books, publications, journals and internet. They concluded that the sum contributed
by ICICI for CSR activities is expanding but the development rate is slow.
J. Vimal Priyan , B. Suriya Prabha in their article “Financial inclusions : Banking
scenario”, (March 2010) have reviewed the meaning, nature of financial inclusions
in banking sector. They also saidthe banking industry has shown tremendous growth
in volume and profit in last few decades. Despite in making notable improvement in
financial viability, profitability, competitiveness these are concerns that yet banks
has not able include vast segments of population. The reason may be change from
country to country and so. The strategy could also may but all of our efforts are being
made financial inclusion can truly shift the financial conditions and standard of life

26
of poor anddis advantaged. in the market. It needs only continue in up grading and
customer orientation to be able to avail those opportunities to abroad degree.
Namrata Singh & Rajlaxmi Srivastava (2014), “A Road Way to Corporate Social
Responsibility: A Case Study of ICICI Bank”, the present study elucidates the basic banking
services the ICICI bank is also indulged in taking CSR initiatives towards the benefit of
society. The data of ICICI Bank for the five years is taken and studied. An increase in the
contribution is seen by the bank as the year passess. The study tries to through the light on
different CSR initiatives conducted by ICICI Bank in the recent years.
Pooja Mengi in her article “Customer satisfaction with service quality- An empirical
study of public and private sector banks”, (September 2009) considered that
customer services is an integral part of any facet of banking and it defines the future
of any banking organization. For a service sector like banking industry the whole
range of activities and generation of income swivels around the customers.
According to her servequal performance wlll ensure maximum customer satisfaction
and also help in attending customer loyalty.

27
 CHAPTER -3

INTRO TO THE TOPIC

28
3.1 INTRODUCTION

ICICI Bank Limited is an Indian diversified financial services company headquartered in

Mumbai, Maharashtra. It is the second largest bank in India by assets and third largest by
market capitalization. It offers a wide range of banking products and financial services to
corporate and retail customers through a variety of delivery channels and through its
specialized subsidiaries in the areas of investment banking, life and non-life insurance, venture
capital and asset management. The Bank has a network of 2,630 branches and 8,003 ATM's in
India, and has a presence in 19 countries, including India.

The bank has subsidiaries in the United Kingdom, Russia, and Canada; branches in United
States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai International Finance
Centre; and representative offices in United Arab Emirates, China, South Africa, Bangladesh,
Thailand, Malaysia and Indonesia. The company's UK subsidiary has established branches in
Belgium and Germany.

ICICI Bank is India’s largest private sector bank in market capitalization and second largest
overall in terms of assets. The bank has a network of 1,626 branches and about 4,883 ATMs in
India and presence in 18 countries.

The industrial credit and investment corporation of India limited (ICICI) was incorporated in
1955 at the initiative of World Bank, the government of India and representatives of Indian
industry, with the objective of creating a development financial institution for providing
medium– term and long- term project financing to Indian businesses. A.RamaswamiMudaliar is
elected as the first chairman of ICICI Limited.

CHANDA KOCHHAR is currently managing director and CEO of ICICI Bank. Kochhar has
also consistently figured in fortune’s list of “Most Powerful Women in Business” since 2005.
KV Kamathwho has was awarded Padma Bhushan award from the Indian government in 2008
is the Non-Executive Chairman of the Bank. ICICI Bank’s Social Initiatives Group (SIG), a

29
non-profit group set up within ICICI Bank in 2000, pioneered our work on primary health,
elementary education and access to finance ICICI Foundation for Inclusive Growth (ICICI
Foundation) was founded by the ICICI Group in early 2008 to continue building upon the ICICI
Group’s legacy of promoting inclusive growth. ICICI Foundation works on high impact projects
that are sustainable and scalable with pre-defined exits. Previously, ICICI Foundation has
worked in the key fields of Primary healthcare and Elementary Education. Currently the Found
ation is primarily working on skill development & sustainable livelihoods, through various
programmes. In dia’s potential demographic dividend emerges from a large number of young
people who are ready to join the workforce and participate in the country’s economic
development. While some of the youths have been joining the organised and unorganised
sectors, a large section of the marginalised and less privileged population remains outside the
employment market. A closer look at the issue of sustainable livelihood reveals that many youth
either do not have adequate access to job markets or the requisite skills for jobs; most of the tim
es, both. To reap the benefits of the demographic dividend, there is an immediate need to impart
livelihood oriented skill training to these youth to ensure their effective participat ion in the
nation’s growth. At the same time, skill development in rural areas will enable people to earn
sustainable livelihoods in rural India itself, balancing the pressures of urban isation and
enhancing the vibrancy of the rural ecosystem. Financial inclusion is viewed as a crucial part of
the national development vision especially for rural develop ment, follow ing a profound
approach in achieving the same is equally important. Where the foundation selects skills based
on macro and micro level needs of a particular demogr aphy assessing the local ecosystem,
ICICI bank provides enterprise-focused credit rather than consump tion based credit which
ensures the sustainability of the model. ICICI Bank and Founda tion together brings banking to
the unbanked sectors of the country, aiming at social

empowerment holistically. The Bank's CSR activities are largely focused in the areas
of education, health, skill development and sustainable livelihoods, environmental proje cts,

30
rural development and any other activities that are conforming to Schedule VII of the
Companies Act, 2013.The concept of CSR has gained a lot of momentum in recent years, but
it is not a new concept (Carroll, 2008), the practices of social responsibilities had been carried
out in several part of the world since long. The concept of donations, helping oth ers has
existed from the inception of mankind on earth. In every part of the world, there had been
instances where people have been willingly donating their wealth towards the de velopment of
society, to those in needs and to those who are deprived of the basic facilities in their day to
day life. There had been instances throughout the globe, in almost every part that the richer
have come forward to help others, to provide basic requ irements, to help in upliftment of
society, building of hospitals, schools and may such activities. But this way of helping others,
in those past days was nothing but philanthropy of an individual, the ow ner of big business
enterprise etc.. There was no such concept as Social Responsibility, during those days the
developmental activities were usually carried out only by the gover nment and usually people
did not expect any big help from the rich people. But as time pas sed, the number of private
business increased, the government’s role started becoming le sser, people started looking
towards the private run organizations, corporate houses for d evelopmental activities and thus
gave rise to the concept of “corporate social responsibi lity” or “Social Responsibility” which
is mainly a product of late 1950s (Bowen, 1953), prior to which this act of helping the under
privileged by richer was considered as philan thropy. Apart from this, there were so many
instances or let us say many unavoida ble circumstances under which the big business houses
were bound to do something good in return, to the society for their wrong doing, because of
which several families suffered, several lives were lost, some mention worthy incidents range
from BCCI to Enron to Union Carbide to the collapse of Arthur Andersen (Crowther &
Rayman Bacchus, 2004). There were some school of thoughts who gave their valuable time
tow ards the develop pment of the concept of CSR for a much better understanding, Scholar
like Bowen who according to Carroll should be given the title of father of CSR, as the concept
of CSR arose only after Bowen in 1953 published a book “Social Responsibilities of the Busi

31
nessman” were the pioneer in the development of the concept and provided the basic building
blocks for others to think on. Renowned names like Davis, Friedman, Abrams are just a few to
mention who led the lighting torch and guided towards the concept of what we know as
“Corporate Social Responsibility”. Corporate social responsibility has become a very burning
topic in today’s date, not only private sector companies and organizations, but even the public
sector companies are contributing towards CSR and are bound by laws, rules and regulations
of several governing bodies in the country they are operating. Unlike our predecessors, the
present generation is much more aware, educated and informed and hence their expectations
from corporate houses have also increased (Agarwal, 2008). Con ditions are such that when a
company starts business in any locations, they are bound to consider several factors apart from
their own business profitability. Shareholders are not the only one that need to be satisfied, the
other stakeholders too needs to be taken care of, the company needs to make sure that they
stay in the business for a longer period of time and in order to do that, they need to take care of
the basic needs and the requirements of the locals for the development of society, employ
yment generation and so on. When we t alk about the banking sector, several international
initiatives are there which are present to ensure adoption of CSR practices in normal business
operations. Some of the international initiatives are like United Nation Environment
Programme Finance Initiative, Global Repo rting Initiative, Equator Principles and
Collavechhio Declaration, ISO 26000 on Financial Institutions (Vogel, 2005). In India too,
there are several initiatives, guidelines and gover ning bodies which make sure that all the
banks follow the guidelines and abide by the law and work accordingly. National Voluntary
Guidelines on Social, Environmental & Econo mical Responsibility of Business, which was
passed by Ministry of Corporate Affairs in 2009, is very important guidelines for companies
operating in India which would include the banking sectors too. Reserve Bank of India (RBI),
the governing body of banking sector in India in its notification dated 20th December 2007
suggested and advised banks to undertake CSR initiatives for sustainable development and it
also emphasised on nonfi nancial reporting whereby banks would report those activities related

32
to environment, so cial and economic development. The study is limited to one public sector
bank i.e. State Bank of India and one private sector bank namely ICICI bank and comparison
of CSR activities of these two banks. The study here is conducted for bringing out the CSR
active ities of banks in the country over the past five years in various areas by these two bank .

❖ VISION AND MISSION OF ICICI BANK

VISION

• To ensure most costeffective power for sustained growth of India.

• To provide clean and green power for secured future of countrymen
• Constituent associates & stakeholders.
• To continuously upgrade & update knowledge & skill set of its human resources.
• To achieve excellence in every activity we undertake
MISSION

• Expand the frontiers of our business globally.

• Play a proactive role in the full realization of India’s potential.
• Maintain high standards of governance and ethics.
• Create value for our stakeholders.
• To ensure most costeffective power for sustained growth of India.
• To provide clean and green power for secured future of countrymen.
To achieve excellence in every activity we undertand.

33
3.2 HISTORY

ICICI Bank was established in 1996 by the Industrial Credit and Investment Corporation of
India, an Indian financial institution, as a wholly owned subsidiary. The parent company was
formed in 1955 as a joint-venture of the World Bank, India's public-sector banks and public-
sector insurance companies to provide project financing to Indian industry. The bank was
initially known as the Industrial Credit and Investment Corporation of India Bank, before it
changed its name to the abbreviated ICICI Bank. The parent company was later merged into
ICICI Bank. ICICI Bank launched internet banking operations in 1998 ICICI's shareholding in
ICICI Bank was reduced to 46 percent, through a public offering of shares in India in 1998,
followed by an equity offering in the form of American Depositary Receipts on the NYSE in
2000. ICICI Bank acquired the Bank of Madura Limited in an all-stock deal in 2001, and sold
additional stakes to institutional investors during 2001-02. In the 1990s, ICICI transformed its
business from a development financial institution offering only project finance to a diversified
financial services group, offering a wide variety of products and services, both directly and
through a number of subsidiaries and affiliates like ICICI Bank. In 1999, ICICI become the
first Indian company and the first bank or financial institution from non-Japan Asia to be listed
on the NYSE.

In 2000, ICICI Bank became the first Indian bank to list on the New York Stock Exchange with
its five million American depository shares issue generating a demand book 13 times the offer
size. In October 2001, the Boards of Directors of ICICI and ICICI Bank approved the merger of
ICICI and two of its wholly owned retail finance subsidiaries, ICICI Personal Financial Services
Limited and ICICI Capital Services Limited, with ICICI Bank.

The merger was approved by shareholders of ICICI and ICICI Bank in January 2002, by the
High Court of Gujarat at Ahmadabad in March 2002, and by the High Court of Judicature at
Mumbai and the Reserve Bank of India in April 2002. In 2008, following the 2008 financial
crisis, customers rushed to ATM's and branches in some locations due to rumors of adverse

34
financial position of ICICI Bank. The Reserve Bank of India issued a clarification on the
financial strength of ICICI Bank to dispel the rumors ICICI was formed in 1955 at the initiative
of the World Bank, the Government of India and representatives of Indian industry. The
principal objective was to create a development financial institution for providing medium-term
and long-term project financing to Indian businesses. Until the late 1980s, ICICI primarily
focused its activities on project finance, providing long-term funds to a variety of industrial
projects. With the liberalization of the financial sector in India in the 1990s, ICICI transformed
its business from a development financial institution offering only project finance to a
diversified financial services provider that, along with its subsidiaries and other group
companies, offered a wide variety of products and services. As India’s economy became more
market-oriented and integrated with the world economy, ICICI capitalized on the new
opportunities to provide a wider range of financial products and services to a broader spectrum
of clients. ICICI Bank was incorporated in 1994 as a part of the ICICI group. In 1999, ICICI
became the first Indian company and the first bank or financial institution from non-Japan Asia
to be listed on the New York Stock Exchange. The issue of universal banking, which in the
Indian context meant conversion of long-term lending institutions such as ICICI into
commercial banks, had been discussed at length in the late 1990s. Conversion into a bank offered
ICICI the ability to accept low-cost demand deposits and offer a wider range of products and
services, and greater opportunities for earning non-fund based income in the form of banking
fees and commissions. After consideration of various corporate structuring alternatives in the
context of the emerging competitive scenario in the Indian banking industry, and the move
towards universal banking, the managements of ICICI and ICICI Bank formed the view that the
merger of ICICI with ICICI Bank would be the optimal strategic alternative for both entities,
and would create the optimal legal structure for ICICI group's universal banking strategy. The
merger would enhance value for ICICI shareholders through the merged entity's access to low-
cost deposits, greater opportunities for earning fee-based income and the ability to participate in
the payments system and provide transaction-banking services. The merger would enhance

35
 value for ICICI Bank shareholders through a large capital base and scale of operations, seamless
access to ICICI's strong corporate relationships built up over five decades, entry into new
business segments, higher market share in various business segments, particularly fee-based
services, and access to

the vast talent pool of ICICI and its subsidiaries. In October 2001, the Boards of Directors of
ICICI and ICICI Bank approved the merger of ICICI and two of its wholly-owned retail finance
subsidiaries, ICICI Personal Financial Services Limited and ICICI Capital Services Limited,
with ICICI Bank. The merger was approved by shareholders of ICICI and ICICI Bank in January
2002, by the High Court of Gujarat at Ahmedabad in March 2002, and by the High Court of
Judicature at Mumbai and the Reserve Bank of India in April 2002. Consequent to the merger,
the ICICI group's financing and banking operations, both wholesale and retail, were integrated
in a single entity

3.3 COMPETITORS
• ICICI Bank.
• Tata.
• State Bank of India.
• HDFC Bank.
• Axis Bank.
• Kotak Mahindra Bank.
• IndusInd Bank.
• Yes Bank.

COMPITITORS INFORMATION

36
 NAME NET INTREST NET PROFIT TOTAL ASSETS
INCOME (in cr) (in cr)
(in cr)
HDFC BANK 27286.35 5167.07 337909.49
ICICI BANK 33542.65 6465.26 473647.09
KOTAK 6,180.24 1085.05 65,666.46
MAHINDRA
AXIS BANK 21994.65 4242.21 285627.79
YES BANK 6307.35 976.99 73662.12
CITY UNION 1696.77 280.25 18350.65
BANK

HDFC Bank Limited is an Indian financial services company based in Mumbai, Maharashtra
that was incorporated in August 1994. HDFC Bank is the fifth or sixth largest bank in India by
assets and the second largest bank by market capitalization as of February 24, 2012. The bank
was promoted by the Housing Development Finance Corporation, a premier housing finance
company (set up in 1977) of India. HDFC Bank has 1,986 branches and over 5,471 ATMs, in
996 cities in India, and all branches of the bank are linked on an online real-time basis.

Axis Bank Limited is an Indian financial services firm headquartered in Mumbai, Maharashtra.
It had begun operations in 1994, after the Government of India allowed new private banks to be
established. The Bank was promoted jointly by the Administrator of the Specified Undertaking
of the Unit Trust of India (UTI-I), Life Insurance Corporation of India (LIC), General Insurance
Corporation Ltd., National Insurance Company Ltd., The New India Assurance Company, The
Oriental Insurance Corporation and United India Insurance Company UTI-I holds a special

37
position in the Indian capital markets and has promoted many leading financial institutions in
the country. As on the year ended 31 March, 2012, Axis Bank had an operating revenue of
13,437 crores and a net profit of 4,242 crores.

Yes Bank is a private bank in India. It was founded by Ashok Kapur and RanaKapoor, with the
duo holding a collective financial stake of 27.16%. YES Bank has received significant national
and international recognitions which include Mr. RanaKapoor, Founder, MD & CEO being
recognized as the Entrepreneurial Banker of the Decade (2001-2010) by Bombay
Management Association, India's No. 1 New Private Sector Bank in the Financial Express-
E&Y Best Banks Survey 2010, India's Fastest Growing Bank of the Year at the Bloomberg
UTV Financial Leadership Awards 2011.

Kotak Mahindra Bank is an Indian financial service firm established in 1985. It was previously
known as Kotak Mahindra Finance Limited, a non-banking financial company. In February
2003, Kotak Mahindra Finance Ltd, the group's flagship company was given the license to carry
on banking business by the Reserve Bank of India (RBI). Kotak Mahindra Finance Ltd. is the
first company in the Indian banking history to convert to a bank. Today it has more than 20,000
employees and Rs. 10,000 crore in revenue.

ICICI is the largest private sector banks in Indian banking system which started its operation in
the country in 1994 as Icross mortgage portfolio of `1 trillion. In early 2008, ICICI group
founded ICICI Foundation in order to carry forward and build upon its legacy of promoting
inclusive growth. ICICI Foundation works in partnership with government and NGOs for
implementation of its initiatives. ICICI foundation has been working towards their vision and
mission since its inception towards betterment and development of society. The CSR activities
implemented by ICICI foundation can be broadly classified under five major areas.

• Supporting Primary Healthcare

38
• Supporting Elementary Education

• Skill development & sustainable livelihoods

• Support during Natural Calamities

• Access to finance CICI Limited and it is the first private sector bank in India to

Major areas focused by the banks for CSR implementation

1.Supporting primary Healthcare

2 Supporting Elementary Education

3 Skill Development & Sustainable livelihood

4 Support during Natural Calamities

5 fiSupported organizations such as Eklavya, Digantar, Vikramshila so as to support government

in various roles. nancial Inclusion Access to Finance

6. Educational reform in Rajasthan was carried out which benefited over 7 million children,
300,000 in service teachers, and 20,000 new teachers in 81,000 government schools. In Mumbai,
it alsosupports Muktangan, an NGO that address issues and challenges in school education
system

7. Educational reform in Rajasthan benefited 25,000 in-service teachers. In Assam with

collaboration with Axom Sarba Shiksha Abhijan (SSA) implemented English Relay Program
which aimed at introduction of English, training and development of teacher in English Learning
and Teaching

39
3.4 PROGRAMMS/ ACTIVITIES

CSR has been a long-standing commitment at the ICICI Group and forms an integral part of the
Company’s activities. The Group’s Contribution to social sector development includes several
pioneering interventions, and is implemented through the involvement of stakeholders within
the Company, the Group and the broader community.

In India the banking sector plays a very dominant role in the development of the economy. The
banking sector can be separated into private sector banks and public sector banks. In this paper
a study is piloted on ICICI Bank which is one of the big players of private sector bank. Apart
from the basic banking services the ICICI bank is also indulged in taking CSR initiatives towards
the benefit of society. CSR is a term which means Corporate Social Responsibility can be
elucidated as “the continuing commitment by business to behave ethically and contribute to
economic development while improving the quality of life of the workforce and their families
as well as of the local community and society at large”. CSR is fair not the charity it is additional
to that. In this paper the data of ICICI Bank for the five years is taken and deliberate. An increase
in the involvement is seen by the bank as the year permits. The study stabs to through the light
on different CSR initiatives accompanied by ICICI Bank in the recent time. ICICI bank CSR
objective is to pro-actively support meaningful socio-economic development in India and enable
a larger number of people to participate in and benefit from India’s economic progress. This is
based on the belief that growth and development are effective only when they result in wider
access to opportunities and benefit a broader section of society.

The Company’s CSR activities are largely focused in the areas of education, health, skill
development and sustainable livelihood, financial inclusion, capacity building for CSR and other
activities as the Company may choose to support in fulfilling its CSR objectives

Skill Development And Sustainable Livelihood

40
India’s potential demographic dividend emerges from a large number of young people who are
ready to join the workforce and participate in the country’s economic development. While
some of the youths have been joining the organised and unorganised sectors, a large section of
the marginalised and less privileged population remains outside the employment market. A
closer look at the issue of sustainable livelihood reveals that many youth either do not have
adequate access to job markets or the requisite skills for jobs; most of the times, both. To reap
the benefits of the demographic dividend, there is an immediate need to impart livelihood
oriented skill training to these youth to ensure their effective participation in the nation’s
growth. At the same time, skill development in rural areas will enable people to earn
sustainable livelihoods in rural India itself, balancing the pressures of urbanisation and
enhancing the vibrancy of the rural ecosystem. Financial inclusion is viewed as a crucial part
of the national development vision especially for rural development, following a profound
approach in achieving the same is equally important. Where the foundation selects skills based
on macro and micro level needs of a particular demography assessing the local ecosystem,
ICICI bank provides enterprise-focused credit rather than consumption based credit which
ensures the sustainability of the model. ICICI Bank and Foundation together brings banking to
the unbanked sectors of the country, aiming at social empowerment holistically.

Skill Development & Sustainable Livelihoods

India has an urgent need to create employment opportunities for those below the poverty line.
The Foundation’s first steps in its sustainable livelihood initiative will be to strengthen two
Rural SelfEmployment Training Institutes (RSETIs) in Udaipur and Jodhpur, run by ICICI
Bank. ICICI Foundation will work to upgrade the infrastructure at the RSETIs, facilitate the
recruitment of required staff, spread awareness about the work of these institutes amongst the
community and introduce new training courses. Through this work, ICICI Foundation aims to
promote not only general employment, but self-employment and micro-ventures as well.
Towards this objective, ICICI Foundation is focusing on the following strategic elements for

41
creating successful employment programmes: • Skill and competency development: ICICI
Foundation offers training programmes that are culturally relevant and locally in demand, have
low input cost and high returns, and are selfsustainable. Such courses include beautician
training, mobile phone repairing, tailoring, cattle breeding and vermi composting, as well as
support to youth in building their own ventures

Livelihood Creation:

Diversified Selection Ensuring Enhanced Participation

We reach out to eligible participants through multiple channels such as the ICICI Group
network, non-governmental organisations (NGOs) and Self Help Groups (SHGs); through
direct community outreach at villages, local educational institutions; and through cand idate
referrals. These participants are then put through a selection process.

42
Skill Development to Provide Sustained Means of Livelihood
Post selection, ICICI Foundation maps existing skills of the participants to the skill
requirements of the local village economy. We then offer need-based livelihood training
programmes for the participants to enhance their existing skills / develop new skills. There is a
special focus on agriculture and dairy related courses in view of the large dependence on these
sectors and regular demand for agri and dairy products.
Facilitate Market Linkages
To ensure a steady market for the products and services of the trainees, we help forge trade
relationships between the participants, small producers, local firms and cooperatives and other
market participants.
Hand-holding for Participants
After the completion of the training, the livelihood growth of all trained participants are
monitored for a year. We capture changes in the income and the issues faced and provide
support to the trainees.
Entrepreneurship Development Programme
An EDP module is included in the curriculum for all the skill building programmes, impa rting
knowledge on the concept of entrepreneurship, its challenges and prospects. This m odule
helps the trainees from a rural background with the concepts of entreprene urship, risk taking
ability, goal setting, procedure and formalities of setting of an enterprise, etc.

We believe that comprehensive socio-economic development of villages will be a key dri ver
of growth in India. ICICI Foundation Rural Livelihood initiative works towards drivi ng
sustainable livelihood focusing on locally relevant trainings, providing market linkages
thereby ensuring sustainable livelihood for the lesser privileged.

With sustainable growth being the key driver for the Rural Livelihood programme, our
interventions revolve around four strategic pillars

43
With sustainable growth being the key driver for the Rural Livelihood programme, our
interventions revolve around four strategic pillars. Through the ICICI group owned RSETIs,
training was given to rural youth in various fields such as mobile repairing, beautification,
tailoring etc. More than 3200 rural youths were trained at the two RSETIs. Training on differ
rent areas such as electrician, mobile repairing, masonry, dairy farming etc. Were pro vided.
At the two RSETIs, around 3200 youth were trained and near about 70% of them were placed
in jobs or are self employed. Taking a step further, special courses for physically challenged
person are also conducted.Over 6400 youth and around 120 SHG were trained at RSETIs on
various areas that would help them in earning livelihood. At the same time ICICI academy was
set up which provided vocational training and during the year over 8500 youth were provided
training with.Around 2500 youth were trained at the ICICI academy which had 100% placeen
t at the same time, near around 10,000 youth were trained at the RSETIs which included nearly
41% of women among the beneficiaries.

HEALTHCARE

The project titled ‘Strengthening Convergent Action for Reducing Child Undernutrition’
project at Baran, Rajasthan, aims to improve the nutritional status of 0-6 year olds through a
three-pronged, comprehensive approach of preventing and managing under nutrition and the
treatment of severe under nutrition. The project has been launched on a pilot basis in 253

44
Anganwadi Centres (AWCs) of Shahabad and Kishanganj blocks in Baran district and will
subsequently be scaled across the district. The initiative aims to work with and strengthen the
delivery of services in the Integrated Child Development Services with a focus on
supplementary nutrition, growth monitoring, referrals, health and nutrition education and
health checkups, as appropriate, for adolescent girls, pregnant and nursing mothers, 0-3 year
olds and 3-6 year olds. The project is expected to be a demonstration intended to derive
learning for scaling-up interventions to address the huge problem of under nutrition in India.
In partnership with Jharkhand government and an NGO, the foundation worked to support
public health system by strengthening community process of National 676535 beneficiaries
were enrolled in the Outpatient Healthcare which intended to improve health seeking beha
viour among the BPL population, improve access to quality healthcare for the BPL population,
and reduce out of pocket expenses for quality healthcare. Over 180000 beneficiaries were enro
llled under the Outpatient Healthcare program and Apna Clinic was setup which provided
healthcare and counselling on issues of health, hygiene and road safety.

EDUCATION

The project titled ‘School teacher and student education reform programme in Rajasthan’. In
the area of elementary education, we work to improve the quality of schooling processes and
outcomes in the public education system in India. After working in systemic curriculum and
education reform through ICICI Bank for over a decade, ICICI Foundation has taken its
dedication to achieving quality elementary education to the state level in Rajasthan. ICICI
Foundation has helped form a state-level teacher educator group comprising SIERT faculty,
select DIET faculty, select block-level functionaries, school teachers and external resource
persons from NGOs and universities. This group is divided into four sections to work on pre-
service reform, in-service reform, curriculum and textbook development, and district and
block-level support. ICICI Foundation’s collaboration with the Government of Rajasthan beg
an in 2007, when ICICI Foundation began working on the Quality Education Programme

45
(QEP) in Baran district, in partnership with two in-state NGOs, Digantar and Vidya Bhawan
Educational Resource Centre. ICICI Foundation was involved in facilitating support to the
programme toward improving classroom practices and providing a comprehensive model of
teacher support across the district. The lessons and achievements from this programme
encouraged the Government of Rajasthan and ICICI Foundation to carry forward their work at
the state level for another six years.

Outpatient Healthcare Project on the RSBY Card ICICI Foundation’s flagship

healthcare programme

the Outpatient Healthcare Pilot is a unique programme that rides on the existing Government
of India’s inpatient healthcare platform the Rashtriya Swasthya Bima Yojana. The pilot seeks
to strengthen the delivery of outpatient healthcare at public healthcare facilities and involve
private players to further improve the healthcare accessibility for BPL households in the
Districts of Puri, Odisha and Mehsana, Gujarat.

FINANCIAL INCLUSION :

The project titled Universal Access to Finance. In the area of access to finance, our goal is to
ensure universal financial inclusion. Over the last decade, ICICI Group has had a significant
impact on virtually every aspect of India’s expansion in access to finance, including: Channel
and Technology Architecture This is perhaps the area in which ICICI Group has had the most
impact, virtually changing the entire financial inclusion landscape within the country. By
introducing new models to deliver rural and micro credit, promoting the SHG-Bank Linkage,
steering the introduction of Business Correspondents in India, and supporting organisations like
FINO and Micro Save, ICICI Bank has provided considerable leadership and technical expertise
to enable financial inclusion. • Training, Research and Policy Advocacy ICICI Bank is conscious
that for mainstream financial institutions, working in rural India and with poor households is
relatively uncharted territory. It has tried to base its growth strategies on sound evidence on what

46
works at the household and local economy levels. In order to catalyse high quality work in the
areas of training, research and policy advocacy, it supports and works closely with centres that
research issues related to access to finance. • Product Design ICICI Bank has combined its
expertise in financial engineering with the insights generated by its partners and allied research
institutions. ICICI Bank and other ICICI Group companies have designed and are taking to scale
a number of products including:

• index-based rainfall insurance,

• catastrophic health insurance,
• working capital facilities for agriculture traders,
• working capital facilities for artisans,
• take-out finance for start-up local financial institutions,
• warehouse receipt based financing,
• credit to low-income households through the partnership model and
• savings to low- income households through the banking correspondent model.

ICICI foundation in collaboration with other ICICI group companies conducted outreach pro
gram, in order to raise awareness about financial inclusion and its benefitsIn order to increase
awareness about financial inclusion, the foundation uses different media such as van campa
igns, street plays and audio visuals in local language Several financial literacy programs were
rolled out too in order to increase awareness about finance and organised banking chann el
The foundation in collaboration with the ICICI group companies worked towards banking the
unbanked and as a result opened 460 branches in the unbanked area of the country. And at the
same time ICIC RSETIs reaches out to the unemployed youth and engages them in Finan cial
Literacy program with various modules like flipcharts, games, self-analysis questionnaires
Financial literacy is the first step to achieve financial inclusion, creating the need to seek and
receive financial services and products. To incr ease awareness about organised banking viz.

47
savings credit, remittance, insurance and investments, ICICI Foundation provides a Financial
Literacy Programme. The programme are undertaken through financial literacy counsellors
and faculties of ICICI Academy for Skills. The main objective of these programmes is to incre
ase awareness about financial products, enhance the decision-making ability of beneficiaries
regarding these financial products and to develop a sustainable financial system. This initiative
reaches out to scho ols, colleges, various people from economically disadvantaged sections
such as rickshaw drivers, construction workers, entry level staff of retail chains, etc. Progra
mmes are also conducted for the members of the armed forces viz. jawans etc. Information on
various government schemes is also shared with the beneficiaries during the financial literacy
programmes. In the banking sector, ICICI has spent the maximum amount on the welfare of
society. ICICI Bank established the ICICI Foundation for Inclusive Growth in 2008.

ICICI Foundation has developed significant projects to built capabilities and Inclusive Growth
to support education, primary health, sustainable livelihood, and skill development to achieve
the CSR objectives. The comparative chart of CSR spends in the last 3 Years

CSR Activities 2016-2017 2017-2018 2018-2019

Projects of ICICI 475.0 560.0 71.37

Foundation for Inclusive
Growth

Rural development 1303.2 1040.6 -

Financial Counselling 9.3 30.0 -

Miscellaneous 36.1 23.2 2.50

Armed forces - 50.0 -

Total 1.82 billion 1,703.8 million 73.87 million

48
IN 2008 ICICI bank set up a foundation ICICI Bank's Social Initiatives Group (SIG) works on
high impact projects that are sustainable and scalable with pre-defined exits. ICICI Foundation
works with government authorities and specialized grassroots organizations to support
development work in four identified focus areas.

Contribution of ICICI Bank towards the CSR Initiatives with its amount of
Expenditure:
The ICICI Bank has made a huge amount of expenditure towards the Corporate Social Respo
nsibility in different ways related to different programmes of education , health , environment

1400

1200

1000
2016-2017
2017-2018
800
2018-2019
200

Projects of Rural Financial Miscellaneous Armed forces

ICICI Counselling

Foundation for
Inclusive

and many more are their which is shown in the below tables. The data of five years is taken fro
m the annual report of ICICI Bank from the year 2008 to 2013.

49
 CHAPTER- 4

RESEARCH METHDOLOGY

50
4.1 INTRODUCTION
This research is based on the secondary data collected from the annual reports of banks.
Sample of 4 banks are collected for study. As banks were selected on the basis of total
income generated; Priority sector lending and rural branch expansion. It is apparent that
banks with high income margin contribute which are SBI, HDFC, PNB and ICICI. From
the literature review following variables have been identified for assessment of CSR of the
banks : Variables for CSR CSR activities done by banks
1.Community welfare and development
2. Skill development and training
3. Environment
4. Financial inclusion
5. Women empowerment
6. Healthcare
7. Education
8. Support to disabled
9. Development of culture and sports
Others
Other activities: charity, contribution to CM funds etc.
The study considers CSR spending as per the company law 2013, according to this act
mandatory 2 % of profit were collect through the Annual report of respective banks.
Data Collection: This study is based on secondary data. The data related to CSR have been
collected from Annual report for the period of 2014-15 to 2020-2021. Statistical tools:
ARDL (Auto regression Distribution Lag): The study has considered the ARDL to
examine the long run or short run relationship between the variable. Ordinary Least

51
Square: The study applies the OLS to know the impact of independent variable on
Dependent variable.

4.2 Significance of the study

• The ICICI Bank's CSR activities are largely focused in the areas of education, health, skill
development and sustainable livelihoods, environmental projects, rural development and
any other activities that are conforming to Schedule VII of the Companies Act, 2013.
• At the same time, consumer trust is important for building long-term relationships,
reducing customer churn, and even being able to offer personalized service and solutions
that work to build those relationships.
• ICICi Bank have the tools to better use their income in ways that improve their finances,
improve profits, and therefore improve both for their banking organizations.

52
4.3 SWOT ANALYSIS OF ICICI BANK

Introduction to SWOTanalysis.

The overall evaluation of the company’s Strength, Weakness, Opportunities and Threats is
called as SWOT Analysis. The external environment analysis of any business will give you the
opportunities and threats facing the business. The external environment consists of two parts:

STRENTH

1.Right strategy for the rightproducts.

2. Superior customer service v/scompetitors.

3. Great Brand Image

4. Products have required accreditations.

5. High degree of customersatisfaction.

6. Good place to work

WEAKNESS

1.Lower response time withefficient and effective service

2.Some gaps in range for certain sectors.

3.Customer service staff needs training.

4.Processes and systems, etc.

5.Management covers insufficient.

OPPORTUNITIES
•Profit margins will be good.
•Could extend to overseas broadly.

53
•New specialist applications.
•Could seek better customer deals
• Fast – track career development opportunities on an industry – wide basis

.THREATS
•Legislation could impact.
•Great risk involved
•Very high competition prevailing inthe industry.
•Vulnerable to reactiveattack by major competitors
•Lack of infrastructure in rural areascould constrain investment
•High volume/low cost market isintensely competitive.

54
 CHAPTER -5

DATA COLLECTION AND

ANALYSIS

55
5.1 Data analysis

Interpretation

A. 99 People on Response on Profession Surveys

B. 25.3% Are self business People
C. 20.2% are salaried people
D. 51.5% are freelancer people

56
Interpretation

A.100 People Response on Using Bank Mobile Application

B.21% people are Not Using Mobile Banking Application
C. 79 % people are using mobile Banking Application

57
Interpretation:

A 100 people are response which is preferred channel for banking

B. 50% people are Prefer Internet Banking
C. 50% people are prefer Mobile Banking

58
Interpretation:

A.99 people Response Access Internet Banking Through Mobile Phone

B. 13.1% people Access Internet banking Through Mobile Banking

59
Interpretation

A.100 people Response Using Internet Banking Through Mobile Phone

B. 30% people Are using Neft /RTGS Trasaction

C. 14% people Are Used Credit Card Transaction

D. 56% people Re Using IMPS transaction

60
 CHPATER -6

SUGGESTION AND
CONCLUSION

61
 CONCLUSION

Banks are playing important role in the corporate social responsibility for the development of
India. Indian banks are making good efforts in the CSR but still there are some sectors in wh
ich they need more focus. According to guidelines of RBI companies are required to give at
least percent profits of the average three years, in which public sector banks are doing better
than private sector banks. CSR has become significant phenomena in today’s busin ess, be it
either for public sector of private sector business. But it is of great importance and to be under
consideration while designing the CSR initiatives, as these initiatives need careful planning and
at the same time implementation mechanism, the reason being that, a single CSR initiative, the
way it is implemented for one organization may not necessarily be as beneficial and effective
as for the other organizations too. The same is in the case of CSR initiative of State Bank of
India and ICICI. The primary concern for both these institutions are same, the area they focus
to implement their CSR activities are same, but the approach is different for both the banks .
1. Financial institutions are judged from their profitability but like SBI, HDFC, PNB and
ICICI are on the top list but not on the top of CSR activities.

2. The environment factor is not taken seriously by the banks, its maybe due to they are not
related directly in use of natural resources. All banks should give equal importance to
environment also.

5. Private sector banks like ICICI need to open more rural branches.
Public sector banks are opening more branches in rural areas than private
sector branches.
This study can be valuable for making further CSR activities by both the public sector and
private sector banks. ICICI. There can be limitation to the study the study has scope of
research on the CSR in banks

62
 BIBLIOGRAPHY

• http://www.moneycontrol.com/stocks/top-companies-in-india/market-capitalisation-
bse/banks-private-sector.html
• http://www.moneycontrol.com/competition/icicibank/comparison/ICI02
• http://www.slideshare.net/JenBarr/recruitment-selection-process-presentation
• http://www.scribd.com/doc/33993225/Recruitment-Process-of-ICICI-Bank
• http://cscjournals.org/csc/manuscript/Journals/IJBRM/volume3/Issue1/IJBRM-64.pdf
• http://www.marketing91.com/swot-analysis-icici-bank/
• http://en.wikipedia.org/wiki/ICICI_Bank
• http://www.theofficialboard.com/org-chart/icici-bank

63
 ANNEXURE

Q.1 Enter Your Name------------------

Q.2 Enter Your Email Id---------------

Q.3 What is Your Profession

a. student

b. salaried

c. self - business

d. freelancer

Q.4 Do you use Any Bank's mobile banking application - iMobile?

a. YES

b. NO

Q.5 Of the options given below, which one is your preferred channel for banking?

a. internet Bnaking

b. Mobile Banking

Q.6 Do you access internet banking through your mobile phone?

a. yes

b. No

64
 Q.7 Which of the following transactions do you conduct using internet
banking through your mobile phone
a. IMPS
b. NEFT/RTGS
c. Credit Card

65