Live Without Fear
Research-Based Consumer Insight to Create Brand Value and Market Share
V. Vasantha KumarABN-AMRO Bank N.V., India.
Sangeeta GuptaACNielsen ORG-MARG Pvt. Ltd, India.
Madhumita ChakrabortyACNielsen ORG-MARG Pvt. Ltd, India.
INTRODUCTION
The Context: A Crowded Market
In 2001 there were about five million credit cards in circulation in India (according to Visa International estimates). The actual customer base was lower, with a card per cardholder ratio of 1.35. Every major credit card company had a presence, with 13 issuing banks already present. The four big players – Citibank, Stanchart, Grindlays, SBI and HSBC – controlled 75%...