Banking evolved from a traditional lending and mobilizing institution to a financial supermarket which offer a bouquet of products and financial services today to cater to the myriad requirements of customers. Cross selling is a typical, essential and innocuous form of business development. Banks have also known this for a fact that their income stream has to be well diversified from interest income to fee income/ commission from sale of TPP. If they don't leverage their customer base then some other competitor will definitely do it. Not to forget the fact that customers (tier 1,2,3 cities and semi urban centres) of today are financially literate and have a strong penchant to explore financial products with superior risk-return rewards. Therefore, in my view, TPP are good avenues of earnings for banks. However , excessive thrust on this has led to cannibalizing as funds from deposits go towards investments in TPPs. Innovative products like Kotak Activ Money and similar product offerings from other banks are gradually gaining popularity and will definitely bring back the lost traction in deposits. That being said, it is also imperative to acknowledge that going forward, deposits may not enjoy the same preference what it used to get in the last few decades due to behavioural shifts in customers who are gradually turning into "well informed investors ". We have to constantly learn and innovate to survive.
Writer, Author, Speaker | Money | Adjunct Professor Banasthali University | Books: Let’s Talk Money | Let's Talk Mutual Funds | Let's Talk Legacy | Chairperson Sebi Advisory Committee for IPEF | website - monikahalan.com
As the Ministry of Finance and FM worry about the falling bank deposit growth, the Reserve Bank of India (RBI) must introspect on how it has allowed bank branches to become traps for selling insurance. An incentive system that rewards insurance sales and lack of innovation in selling banking products is causing the mis-selling chicken to come home to roost. My oped in Hindustan Times https://lnkd.in/gp_j_auX