Summer Placement Presentation

GLOBALITY
BREADTH
INNOVATION
2

Our Footprint
UK

111 year old legacy in India

New York

USA

London

Canada

Represents one of the largest foreign direct investments

in financial services in India ($3 Billion + of Capital)

Dubai
Bahrain
Kenya

Singapore
Australia

42 Citibank branches in 27 cities across India; approval to open

3 more branches; 600+ ATMs across the country

1.7 million credit card customers and 1.2 million retail customers

Ludhiana
Chandigarh
Gurgaon

Delhi
Noida

Jaipur

Over 1,500 large local corporate and multinational clients

Ahmedabad

Over 51,500 Corporate Clients (including SME / MME/Citi Business)

Employer of choice to 9,200+ employees, 2,700 + employees engaged

with centers of excellence (COEs) supporting global businesses

Baroda
Surat

Lucknow

Bhopal
Indore

Vapi
Nasik

Mumbai

Akola

Kolkata
Bhubaneswar

Nanded
Pune
Hyderabad

Citi moves ~5.1% of Indias payment flows, ~14% of FX flows and

~8.7% of trade flows

Kurnool

Bangalore

Citi helped clients raise $15.6 billion of equity and debt capital in 2013

Coimbatore
Kochi

Chennai

Citibank Branch
Citi Back Offices
Centres of Excellence
Citi Front Offices
Citi Non Resident Indian Offices1
Citi India Desks
Korea Desk
Japan Desk

1. NRI Offices in Canada and Kenya are proposed to be shut (will be covered by US and Bahrain Offices resp.); Australia Centre is proposed to be absorbed by the local Consumer franchise.

Client Profile
Consumer
(Net Investible Surplus)
(~2.6 million Customers)

Corporate
(Revenue Bucket)
(~51,500 Clients)

Key Client Segments

Corporate Business (Total ~51,500 Clients)

Ultra High Net Worth

(>$25 million)
(Citi Private Bank, 300) 9,000
High Net Worth
($125 million)
(Citigold Private Client, 5,000)
(Cards/Asset Customers, 5000)

120,000

Global Banking client base represents ~75% of target market

2,100

Global Banking
(>$500 million)1
(Local Corporates, 577)
(Global Subsidiaries Group, 990)

Top bank for Indian local champions in supporting

global expansion
Lead bank for multinational corporations
Mid market business focused in top 8 cities
Consumer Business (Total ~2.6 million Customers)

Affluent
($60,0001 million)
(Citigold, 85,000)
(Cards/Asset Customers, 68,000)
Emerging Affluent
and Mass Market
($4,00060,000)
(Citibanking, 0.95 million)
(Cards/Asset Customers,
1.5 million)

1.4 million

4,200

Private Enterprises
($50250 million)
(MME ~400)

61,0002

Small Businesses
($1050 million)
(SME ~3,000)

26 million
155,0002

Citibusiness
($210 million)
(~47,000)

Focused on affluent and emerging affluent segments in

top 14 cities

1.7 million card clients representing 12% of total cards issued,

18% of spends
Leading non resident Indian business with presence in
8 geographies, representing ~300,000 clients
~ 1,300 corporate relationships, representing ~580,000
salary accounts
One Citi Linkages
Non resident Indian deposits fund corporate asset growth
Citibanking accounts across corporate client segments

Values inside Pyramid represent

customers in addressable3 target market

Values inside Pyramid represent

corporates in target market

1. Revenue bucket applies to local corporates.

2. As per Citis addressable market.
3. Addressable market is defined as the 30 cities in which we operate.

Payment product synergies: Cards and TTS

INSTITUTIONAL CLIENTS GROUP

How is Banking Typically Structured?

Banking business is typically integrated across coverage and execution with product specialists across the core
business units.

Coverage

What we do

Corporate Banking

Investment Banking

Capital Markets

Large Corporates

Large Corporates

Mid Size Corporates

Global Corporates

Global Corporates

Client Coverage

Sector and Client Coverage

Equity Offerings

Loans

Mergers and Acquisitions

Debt Offerings

Treasury

Capital Markets

Syndicated Loans

Trade Services

Manages capital market

financing products
Transaction Origination /
execution

Complete Balance Sheet Solutions for Institutions

Post-Closing

Administration

Closing

Working Capital

Documentation
Capital
Management

SFS
Structuring
Advisory

Global
Banking

TTS

Source

Uses

Use

Provide seamless access to global

markets for raising and managing
capital
Reduce operational inefficiencies
and risks resulting from multiple
transaction providers

Citi

Client

Value to Clients and Citi

Create multiple revenue streams
from single deal by servicing capital
at each stage of lifecycle
Differentiate service capabilities
from competitors by utilizing internal
synergies

Securities
Securities&&Fund
FundServices
ServicesininIndia
India
30%

50%

50%

17%

Share of FII trade

volumes

Share of QFI flows (new

route)

Custodian to 50% of
Indian asset managers

No. 1 in USD / INR

FX flows

Citi Market Advocacy Efforts Key Influencer

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Top-rated by Global
Custodian for 12 years

Citi India SFS Overview

Citi is the leading provider of custodial services in India

SEBIs
Foreign
Investment
Committee
SEBIs Core
Committee of
Market
Intermediaries
Advisory
committee of
NSCCL (NSE
Clearing
Corporation)

FICCI
Capital
Markets
Committee

PASLA and
Regulators on
Securities
Lending

Market Leadership

Dominant market share across FII, QFI & local mutual funds

Comprehensive suite of services Custody, QDP, SLB, FX,

Futures Clearing (Equity, Interest, FX), Fund Admin, Escrow

Largest team of 200 people split across two cities

Client Focused Innovation

NSDL
(central
depository)
executive
committee

Most flexible funding and margining solutions first to enable

margin netting and non-cash collateral for equities

First-to-market FX benchmarking, netting & 3rd party FX

First custodian QDP to enable QFI

First & only custodian providing a program based securities lending

solution (OpenLend)

Citi SFS by numbers

100%
Settlement Rate

2
Live processing from two cities

>99%
STP Rate

110
AUC (USD Billion)

70%
Capacity kept below 70%

850,000
Transactions per year

Awards & Recognition

Awarded Best Direct Custody Bank for India by Asian Investor

Magazine for three consecutive years (2010-12)

Top rated by Global Custodian for twelve years

SFS: Client and Solution Set

Specialized, but highly linked product set integrated into client solutions

Investor
Services

Intermediary
Services

Issuer Services

Wealth
Management
Services
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Clients

Products

Value Proposition

Pensions/SWF
Asset Managers
HFs, FoF, PE
Insurance Cos.
Central Banks

Solutions orientation, tailored service,

best of-breed platform
Open architecture, with modular
approach
Global Presence

Broker-Dealers
MTFs/Infra
HFT/ Algo Trader
Global Custodian

Direct Custody
Clearing

Local presence in 57 markets

Deep market expertise & influence
Widest network

Corporate
Governments
Financial Institutions

Expertise in solution engineering for

complex transactions
Supporting cross-jurisdiction ECM/DCM
transactions

Open Wealth
Open SMA
Alternative Wealth

Private Banks
Family Offices
RIAs
Private Client Services

Middle Office
Fund Services/ TA
Agent Sec. Lending
Global Custody

Conventional Debt
Structured Finance
Specialized Paying Agent
Depository Receipts

Next-gen wealth management service

for FAs at RIAs, Private Bank
Integrated product suite enabling tailored
portfolios to desired outcomes which are
tax optimized at unified household level

Treasury and Trade Solutions

Treasury Flows
Key Client Value Proposition:
Seamless global platform enabled
by proprietary network in 90+
countries
Trade Flows

Enable end-to-end visibility and

control
Optimize working capital, resulting
in enhanced EPS

Capital Markets &

Investment Flows

Increase efficiency and mitigate

operational and execution risk
Value-added asset services to
maximize top and bottom line
returns

10

We Bring Global Local and Takes

Local Global
Large scale global provider
of high value-added
transaction services
Serves approximately 60,000
clients in 140+ countries,
including:
99% of the Fortune 100,
94% of the Fortune Global
500
Central governments in
~120 countries
400+ of the top 500 banks
200 of the top 300 asset
managers
Provider of multi-product,
multi-region solutions
through long-term client
relationships

TTS: Client and Solution Set

Treasury and Trade Solutions (TTS)

Trade

Cash Management
Corporates, Public Sector, FIs
Asia
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Trade Services
Liquidity &
Investments

Trade / Supply Chain

Finance

Payments

Commercial Cards

Export and Agency

Finance

Information Services

EMEA

Latin America

Corporates, Public Sector, FIs

Receivables

North America

GLOBAL CONSUMER BANKING

12

Global
Consumer
Banking
Consumer
Business Highlights
No.1 Consumer Bank amongst Foreign Banks. Strong business momentum across all key businesses with continued focus on client
excellence, compliance and controls

No 1 Foreign Bank in terms of Revenue, Earnings and Assets

Significant focus on re-engineering :$65MM re-engineering saves from 2012-2014

#1 distributor of mutual funds

Leadership in Cards :17% spends and 25% e-commerce market share

Leader in NRI Banking: raised > $1.7Bn deposits in the past 5 months

Awarded the best digital bank in India for the past five years

Iconic brand: 99% Brand Awareness and 50% Brand Preference

NPS- Ranked 4 across segments. High Absolute score with low detractors

13

De-risked the franchise significantly

6 Key Enablers of The Business

Best-in-Class Value
Propositions

Creating meaningful differentiation through best in class segment

propositions for every product.
Ensure the proposition is market leading through a rigorous
process of benchmarking.

Perceptual Scale
Hot Spots

Sales Force

Value Added

Communications

Value Based Culture to deliver exceptional customer Service

Full implementation of the NPS system top down and bottom up
Fostering a strong culture of accountability top to bottom

Client Excellence

Control & Compliance

POS

Create a single global platform to achieve

Client Centricity, Speed & Simplicity, Digital,
Economical and Trusted
Simplified client experience across channels
Sustainable product and platform consistency
Rapid global deployment to ensure time to market

Technology

Sales Model

Distribution

Universal Sales Model

Citibank owned and controlled
Technology enabled and real time triggered
Moving to client based incentives metrics

Upgrade control environment to reduce/eliminate compliance and

fraud risk

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Building a Truly Differentiated Model

Memory +
Seamless
connectivity

Embracing

High Street Retail Distribution

Simplified, Customized Products

Retail
Behavior

Intelligent Technology
Service as the Human Enabler

15
15

TODAY: Leverage Innovation to Drive Experience

Every Day Experience
Speed , Simplicity & Transparency

Instant one stop

relationship opening

Integrated On-the-Go Experience

Mobile & 360

Real time need based

marketing using digital
channels

Mobile Wallet p2p

and merchant payments

Click to call / Click to

Chat
360 ATM / Video
Interaction

Everywhere Experience
Global

Cross Border Account

opening in 31 markets
Cross Border Instant
Rewards Redemption

Emerging / Affluent Experience

Single Underwriting
multiple products
Bringing Private Bank

/ Institutional
Products to Retail
Customers

16
16

OPERATIONS & TECHNOLOGY

17

Operating Model
India Footprint
42 Branches, 600+ ATMs and 480+
Correspondent Bank locations

Scale of Operations
Product

Volumes

Growth %

TTS Cash

137 MM

25%

TTS Trade

1.3 MM

19%

SFS

1.6 MM

15%

FXLM

1.3 MM

20%

CGM

207 MM

311%

Consumer

632 MM

7%

Total

980 MM

Business
CB
LCB
Branch Banking/CG/CGS
Citi@Work
Cards
PL and Mortgage
CWA
NR
Total

Strategic Focus and Initiatives

Legacy Infrastructure
Evolving Regulatory Environment
Citibank NA
Citibank NA and TCS

Payments transformation
High level of outsourcing

In addition, 3 new branches currently being setup:

Nagpur, Maharashtra ICG and GCG Branch
Thane, Maharashtra GCG Branch
Serilingampally, Andhra Pradesh GCG Branch
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Technology resiliency
Talent development and retention

Customer Base
3M
4M
180 M
819 M
1,699 M
115 M
7M
27 M
2,854 M

O&T: Vital Component of the Product Delivery Model

Product
Development

19

Marketing/
Sales

Delivery

Enhancement/
Innovation

Service

Product teams

Sales teams

Operations

Customer Service

Product teams

Legal

Relationship teams

Technology

Operations

Operations

Compliance

Credit

Credit

Product Teams

Technology

Credit

Finance

Control/ QA

Relationship teams

Credit

Technology

Legal

Finance

Operations

Finance

Legal/ Compliance

Operational Coverage
ICG Operations
Client Operations
Payments Drafts, RTGS, NEFT, LCY Transfers, Deposits
Collections Cheque collections and Clearing
Trade Exports, Imports, Guarantees, Local Trade
FTU FCY Remittances and Collections
DAS Account opening and maintenances
SFS Operations
Fund Accounting
Direct Clearing and Custody

20

Consumer Operations
Card Operations
Payments customer and merchant
Settlement interchange and chargeback
Maintenance backend processing and collection operations
Card dispatch and statement rendition
Liabilities Operations
Account opening and maintenance
Salary and ATM operations
Insurance and Investment
Ready credit

FICC Operations
Foreign Exchange (FX)
Derivatives (FX, Rates, Commodity & Credit)
Fixed Income
Funding & Gapping, Debt Capital Markets
Broker Finance, Agency & Trust and Collateralized lending

Asset Operations
Loans Mortgage and Personal loans
Share finance and Demat
Securitization and Microfinance
eBiz and Collections

CGM Operations
Equities Execution and Clearing
Exchange Traded Futures and Options
Investment banking
Primary Market Offerings IPOs, QIPs

NR Operations
Account opening and transaction processing
Governance of outsourced activities
Query resolution for NRI clients
Statement and advise dispatch

Impressions Summer Internship Program

Overview

8-week program designed to expose you to the vibrancy and challenges of the corporate world

Real time & challenging assignments

Guidance from senior bankers

Strong PPI/ PPO policy- About 60% of 2013 MA batch is through summer internship

Benefits

21

Stipend INR 70,000 p.m.

Others To & fro airfare from Inst. to project location and back

Projects our interns have worked on

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Consumer Ops

Communication Rationalization for Consumer Ops - Review all communications being triggered to retail bank
customers for mode ( Email , Physical, SMS) being used and rationalize

Technology

Central Bank Reporting - Engaging with various stakeholders on the reporting formats & help in preparing the
reports for automation

E Biz

1) Identify the market for various payments and segregate them into existing method of payments (E.g P2P/ P2E/
BillPay/International Outward/ International Inward/Mobile Comm / Digital collections) etc.
2) Identify key customer gap and willingness for conversion to online

Client Excellence

1) Critically evaluate feedback received from 2013 NPS Top Down survey and 2014 year to date NPS Bottoms Up
survey for improvement areas
2) Drive and deliver on the initiatives identified by CE as improvement areas for 2014

TTS

Opportunity Sizing for Priority Sector Lending under the new RBI guidelines - Identifying the opportunity for TTS
Trade in terms of eligible structures and clients

SFS

1) Identifying key product and service differentiators for SFS

2) Review our Issuers (A&T and DR) sales pitch and our key differentiators vis--vis competition

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