DBS Bank

Global: DBS Bank Ltd was incorporated in Singapore by Government of

Singapore in June 1968. DBS Bank is the largest bank in South East
Asia by assets and among the larger banks in Asia. It has marketdominant positions in consumer banking, treasury and markets, asset
management, securities brokerage, equity and debt fund-raising in
Singapore and Hong Kong. The bank's strong capital position, as well as
"AA-" and "Aa1" credit ratings that are among the highest in the AsiaPacific region, earned it Global Finance's "Safest Bank in Asia" accolade for
six consecutive years, from 2009 to 2014. With operations in 17 markets,
the bank has a regional network spanning more than 250 branches and
over 1,100 ATMs across 50 cities.

India: DBS entered India through a representative office in 1994 and set up its
first branch in 1995. Headquartered in the commercial capital of Mumbai,
DBS operates via a network of 12 bank branches across India in
Bangalore, Chennai, Cuddalore, Calcutta, Kolhapur, Moradabad, Bombay,
Nashik, New Delhi, Pune, Salem and Surat. DBS India had a 37.5% stake
in DBS Cholamandalam Finance, a non-bank financial institution, in April
2009, it transferred its shares to the parent company Tubes Investments
of India Limited, thus terminating its shared holder agreement
in Cholamandalam DBS .

Product: The DBS Group has 3 products for Indian region:

1. Personal Banking
2. Wealth Management (DBS Treasures)
3. Business Banking (SME Banking and Corporate Banking)

Personal Banking:
Banking- Savings Account, Fixed deposits
NRI Banking- NRE & NRO Accounts, Foreign Currency Non Resident Fixed
Deposits, Remittances

Investment Banking- Equity Fund, Money Market Funds, Investment

Grade Bonds, Yield Enhancement Notes, Fixed Income Funds
Life Insurance- Endowment Savings - Aviva Dhan Samruddhi, Term
Protection - Aviva LifeShield Advantage, Term Protection - Aviva LifeShield
Platinum, Protection - Aviva Wealth Builder, Aviva Next Innings Pension
Plan, Education - Aviva Young Scholar Secure, Protection - Aviva Life Shield
Plus, Retirement - Aviva New Family Income Builder and Protection - Aviva
Live Smart
General Insurance- Travel Shield - Single Trip
DBS Group has a strategic tie up with Aviva Life Insurance for Life
insurance products and they had tied up with Royal Sundaram for General
insurance products.

Current Focus- The bank will continue to focus on small and medium
enterprises (SME) in India and the retail banking wasnt a part of its larger
plans right now (serve only high-end retail). Bank is set to make a foray
into asset-based lending this year. DBS will sell mortgages (housing loans)
and loan against property (LAP) as it seeks to consolidate its consumer
banking business and turn it around in the next calendar year. The bank
may also venture into auto loans and even unsecured offerings such as
credit cards and personal loans in coming years.

Marketing: Not much detail available

DBS Bank serves up Chilli Paneer to drive brand awareness
DBS Bank India has launched a new online campaign titled Chilli Paneer
in an attempt to engage with consumers and build brand awareness few
months ago. The innovative campaign, conceptualised by 4nought4 (a
digital agency of Cartwheel Creative Consultancy), revolves around the
banks values, purpose, relationship and connectivity. The film is being
unveiled in four parts and can be watched on www.chillipaneerfilm.com.
The campaign was spread across four weeks and supported by
print, radio and outdoor on-ground activities.
Concern Person - Sheran Mehra, Head, Group Strategic Marketing &
Communications at DBS Bank India
DBS-TISS tap entrepreneurs to meet social objective

DBS Bank India launched a CSR initiative in association with TISS to

financially support social entrepreneurs in 2012, It aids 17 social
enterprise ventures across Singapore (four), China (four) and India (nine),
with an annual budget of SG$500,000 (Rs 20 cr).