Big Data

Chapter 6 Drivers of Bank Penetration: A Bankers’ Perspective

Namrata Sandhu

Sandhir Sharma

Dilpreet Singh

Introduction

Of late, deep penetration strategy has become crucial to the overall marketing strategy of Indian banks. Bank penetration has become an important component of mainstream thinking for Indian bankers, and most Indian banks have made headline market penetration commitments in the last few years. Indian banks are chasing ambitious targets and adopting a well-resourced approach to achieve market penetration (Singh & Singh, 2016).

India is the seat of the largest unbanked population in the world (CRISIL, 2015). Patterns of deposits and loans indicate that deposit and credit penetration in India are restricted (CRISIL, ...