Marketing of Financial Services in Private Sector Banks

INTRODUCTION

Indian banking has witnessed a paradigm shift after the financial sector reforms

introduced in 1991. The banks realized that profit will be under pressure with the introduction of

prudential norms and asset classification. There was a clear shift in the emphasis from growth

to profit; and on a clean, transparent, and healthy balance sheet as opposed to the

large-sized ones of the earlier years. As the foreign exchange and money markets were gradually

deregulated, competition intensified the net results of the bank were put under tremendous

pressure. Now the banks are looking for new avenues to meet the challenges posed to them.

Today, banks can look back with satisfaction by having responded effectively to the challenges put

before them from time to time- whether of social control or of reforms. In the future, the banks will

have to adjust their system of functioning, venture into new areas, improve efficiency

levels by the inclusion of trained and skilled manpower and restructure their

organizations. Then only, they can face the challenges

of the future more confidently and proactively.