HDFC BANK: On a transformational path

HDFC Bank has identified customer focus as one of its core values and is alive to the changing consumer landscape in the industr

As people lead a fast-paced, busy life, customers expect access and convenience from brands, even in the financial services space. Customers, especially the young and the tech-savvy, identify the bank they want to be associated with, by evaluating the ease of access and flexibility it offers.
Today, various digital banking platforms like Internet Banking and Mobile Banking complement the branches and ATMs to enable customers to undertake banking transactions at their time and convenience.
HDFC Bank, which has identified customer focus as one of its core values, is alive to the changing consumer landscape and has been on a transformational path. Its global network of correspondent banks and wide range of remittance options empowers customers to remit money to India from anywhere without visiting the branch.
For the Bank's Non-Resident customers in the Middle East, it offers IndiaLink, a quick, reliable, and convenient solution to send money to their HDFC Bank NR account in India. 
Customers can simply walk-in to one of the partner exchange houses of HDFC Bank and share necessary details for remitting money through IndiaLink. The remitter and beneficiary will receive an SMS alert about the transaction, after it's completed.
HDFC Bank offers a comprehensive array of banking services for NRIs and Persons of Indian Origin. Its services such as Private Banking, where an advisor regularly helps customers structure their portfolio, enables them in meeting their financial objectives.
Whether it is about securing financial freedom by investing in savings instruments, to transferring money to near and dear ones, or getting money to work for you, HDFC Bank has the right solutions that meet your needs and requirements.
This is done through Savings Accounts, Premium Banking services, NRE Fixed Deposits, NRE Recurring deposits, and Life Insurance policies which help in making the right kind of investments - be it for immediate or for future financial needs.
It also includes avenues such as investments in Mutual Funds, Insurance or Portfolio Management Services that form 360° NRI banking solutions available under one roof.
These solutions are available on the bank's Netbanking portal, where customers can undertake over 220 different types of banking transactions conveniently. On the bank's Mobilebanking app, customers can undertake over 125 different types of transactions. The digital banking solutions are simpler, quicker, convenient and secure.
HDFC Bank, India's most valuable brand for the third consecutive year according to a report by Millward Brown and WPP, is sensitive to customer's requirements. 
Since the launch of GoDigital campaign in 2014, with the tag line 'Bank Aap Ki Muthhi Mein,' HDFC Bank has launched various new initiatives in digital banking. Adoption of these channels has grown rapidly. As per the latest data, over 80 per cent transactions conducted by HDFC Bank's customers are initiated on Internet and mobile banking channels.
Even as the digital banking initiatives are introduced, HDFC Bank's brick and mortar branches are increasing their footprint, to help the country achieve financial inclusion.
Nationally, HDFC Bank now has 52 per cent of all branches in its network located in semi-urban and rural areas. 
It is the preferred NRI Banking service provider in India. "We have a wide network of more than 4,727 branches and 12,220 ATMs in India and presence in overseas locations at Dubai, Bahrain, Abu Dhabi, Kenya and Hong Kong," says a bank spokesperson. "The Bank's stated goal is to become India's premier full-service digital bank. With deep understanding of customer's requirements, new digital banking initiatives tailored to meet those requirements, and solid financial performance, it is surely on its way."

• India