INDUSTRY SURVEY PAYMENT CARD INDUSTRY Research
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1 INDUSTRY SURVEY PAYMENT CARD INDUSTRY 2008 Research
2 Contents Page No. Foreword Credit Cards Debit Cards ATMs Merchant POS Terminals Key Trends 21 Abbreviations 24 COPYRIGHT INFORMATION: All information contained in this report is the property of Venture Infotek Global Private Limited. Reproduction of information, tables, charts etc is permitted subject to the condition that the source is acknowledged as follows: Source: Venture Infotek Research Additional copies: This report can be viewed on our website: Additional copies of this report can be requested by sending an to The data presented is based on feedback from relevant people in various banks. It has not been validated with actual records. Wherever published information was available it has been used. The views expressed by the bankers might be their own and may be coinciding with that of the Bank. The analysis done is purely on the data collected and the views expressed thereof are on the basis of the analysis. In certain cases, where data was not forthcoming, best effort estimates have been used.
3 It is with great pleasure that we present the Annual Payment Card Industry Survey At the outset, we would like to thank all the industry players who have provided us with their valuable time and information towards completion of this survey. The payment card industry has registered an impressive growth rate of 30% for the financial year This is mainly attributed to the phenomenal growth in both credit cards and debit cards. The number of credit cards and debit cards together were 1299 lakh as on March 2008 with an increase of over 300 lakh cards in the year. The total number of credit cards as on March 2008 was over 275 lakh. The total number of debit cards as on March 2008 stood at over 1024 lakh. The card acceptance infrastructure also has been growing at brisk pace. The country now boasts of over 4 lakh merchant terminals thus growing the acceptance base far beyond the high-end merchants and major cities. As always, we would like to thank all those who have forwarded us their valuable suggestions, comments and feedback on the surveys conducted till date. We assure you that we will continue our concentrated efforts and strive to maintain the high quality of our survey year on year. About us: Venture Infotek ( is India s only consumer payment processing company, providing integrated end to end card payment processing solutions for both issuing and acquiring banks. Venture Infotek has set up a countrywide infrastructure for electronic payment processing with its hub in Mumbai catering to over 600 cities and towns. We have built the Indian card processing industry and today command an impressive share of the market. Since 1997, Venture Infotek has successfully devoted its founding years in building this massive and largely scalable infrastructure for enabling electronic payments in the country. We would like to thank the team headed by Mr. P. Ravindra, General Manager with Ms. Hetal Jhaveri, Management Trainee and Ms. Kiran Agrawal, Asst. Manager at Venture Infotek for their invaluable effort in producing this report. We look forward to your suggestions and feedback. Please mail your suggestions to sales@ventureinfotek.com Regards Piyush Khaitan Managing Director Venture Infotek Global Private Limited. 1
4 Segment Performance The number of credit card base in India is increasing at a slower pace. The total number of credit cards outstanding during the year ending March 2008 was Lakh with a growth of % as compared to 39 % growth during the year ended March It is estimated that credit card growth rate may further reduce in the year with an increase of 6 % to lakh cards by March 2009 Chart 1: Credit Cards Issued (No. of cards in lakh). Growth in Credit Cards Issued No. of Credit Cards Year Estimated Credit Cards Market Share ICICI Bank tops the chart when it comes to the highest credit card issuing bank, with 90 lakh credit cards in the market during the year It covers 33% of the market share. Both SBI and HDFC are having a market share of about 13% with a card base of 36 lakh and 35 lakh respectively. 2
5 Chart 2: Comparative Market Share of Individual Players. Market Share as on 31st March % 5% 5% 9% 33% 12% 13% 13% ICICI SBI HDFC Citibank HSBC ABN Amro Standard Chartered Others Market Share as on 31st March % 9% 6% 32% 8% 13% 12% 13% ICICI SBI HDFC Citibank HSBC ABN Amro Standard Chartered Others 3
6 Table 1: Market Share of Individual Players (Number of Credit Cards in Lakh). Sr. No. Banks March-07 March-08 March-09 (Estimated) Rank No. of Cards Rank No. of Cards Rank No. of Cards 1 ICICI SBI HDFC Citibank HSBC ABN Amro Standard Chartered Barclay's Bank NA Axis Bank BOB Cards Bank of India Andhra Bank Kotak Mahindra Bank NA Vijaya Bank Canara Bank Bank of Maharashtra Syndicate Bank Central Bank of India Union Bank of India Corporation Bank NA Others Total Sector Wise Market Share of the Banks: The market share of private sector banks has increased to 48% in 2008 from 44% in The private sector banks have shown an increase in their credit card base by 19 % from lakh credit cards in the previous year to lakh cards by March, The market share of foreign sector banks has fallen from 37% in 2007 to 34% in 2008 with 95 lakh credit cards in the market as on March, Public sector banks constitute 16 % market share, with lakh credit cards. Other banks totaling to 4.36 lakh credit cards cover the balance 2 % of market share. 4
7 Chart 3: Analysis in terms of Public, Private and Foreign Sector Players. Market Share as on 31st March % 16% 34% 48% Public Sector Private Sector Foreign sector Others 5
8 Table 2: Analysis in terms of Public, Private and Foreign Sector Players (No. of Cards in Lakh) Banks March-07 March-08 March-09 (Estimated) No. of Cards No. of Cards No. of Cards Public Sector Banks SBI BOB Cards Bank of India Andhra Bank Vijaya Bank Canara Bank Bank of Maharashtra Syndicate Bank Central Bank of India Union Bank of India Corporation Bank NA Total Private Sector Banks ICICI HDFC Axis Bank Kotak Mahindra Bank NA Total Foreign Sector Banks Citibank HSBC ABN Amro Standard Chartered Barclay's Bank NA Total Others Others Total Grand Total
9 Industry Spend More and more Indians are using credit card for purchasing essentials as well as luxurious goods. The credit card spend has increased significantly during the year by 34% to Rs. 57,985 crore during the year 2008 as compared to Rs. 43,169 crore in the previous year. The credit card spends is estimated to grow by 16% to about Rs. 67,383 crore during the year Chart 4: Growth in the Value of Credit Card Transactions (Value Rs. in Crore) Value of Transactions Growth in the Value of Credit Card Transactions 0 43,169 57,985 Year
10 Chart 5: Market Share in Credit Card Spends. 8
11 Table 3: Industry Credit Card Spend at the POS Terminals (Amount Rs. in Crore) Sr. No. Banks March-07 March-08 March-09 (Estimated) Rank Amount Rank Amount Rank Amount 1 ICICI 1 14, , , SBI 2 6, , , HDFC 4 5, , , Citibank 3 5, , , HSBC 6 3, , , ABN Amro 7 2, , , Standard Chartered 5 3, , , Barclay's Bank NA 8 1, , Axis Bank NA , Bank of India Kotak Mahindra Bank NA BOB Cards Vijaya Bank Andhra Bank Central Bank of India Syndicate Bank Union Bank of India Bank of Maharashtra NA Corporation Bank NA Canara Bank Others Total 43, , , With 90 lakh credit card issued, ICICI Bank is not only the highest credit card issuer in the country but also leads the other banks in credit card spends with Rs. 19,944/- crore spent through its credit cards during the year ICICI Bank occupies 34% market share, followed by SBI and HDFC bank with 13% market share each. Credit Card Spending Pattern The Indian Credit Card Industry is still at a nascent stage, when compared to economies in West Asia. Only 14% of Indians currently own a credit card. 73% of Indians spend less than $ 35/- on an average each month, while 25% spend between $ 35/- and $ 300/-. Only 2% of Indians spend over $ 300/- on the credit card during a month. 72% of Indians use their credit cards 1-2 times a month, while 23% of Indians use their cards between 3-5 times and remaining 5% use their cards 6 times or more every month 9
12 Chart 6: Credit Card Spending Segments. Source: The Hindu Business Line- December 27, 2007 The pie chart shows that 44% of Indians use their credit card most often for purchases of clothing, 14% for supermarket/grocery shopping, 9% at hotels and 6% at restaurants. The usage of credit cards at retail outlets has nearly doubled from 30-35% two years ago to 50-60% currently. (Source-The TOI, New Delhi March 22, 2008) 10
13 Segment Performance There is gradual increase in debit cards usage during the year when compared to previous years, though not in proportion to its growth in card base. Debit cards empower people to make use of the money from their accounts without having to take up the risk of carrying it along. Bankers expect debit card usage to surpass credit card usage mainly on account of convenience, which is a primary driver for the adoption of plastic money. Moreover, unlike credit cards, debit cards do not involve any borrowings / loan from the bank, and typically do not need a credit review before they are issued, making them ideally suited to a larger population of the banked public. The debit card base has increased by 37 % during 2008 as compared to 21% growth during There are more than 1,024 lakh debit cards issued in the market. The debit card market is estimated to grow at 32 % with over 1,355 lakh debit cards in the country during Chart 7: Growth in the Debit Cards Issued (No. of Cards in Lakh). Growth in the Debit Cards Issued No. of Cards Year Estimated Debit Cards 11
14 Market Share State Bank of India is the largest debit card issuer in the country with lakh debit card in circulation followed by ICICI with 150 lakh debit cards in the market. The debit card base of SBI has increased by 21% during the year 2008 as compared to the previous year. Table 4: Debit Card Market Share of Individual Players (Number of Cards in Lakh) Sr. No. Banks March-07 March-08 March-09 (Estimated) Rank No. of Rank No. of Rank 12 No. of Cards Cards Cards 1 State Bank of India ICICI Bank HDFC Bank AXIS Bank Canara Bank Punjab National Bank Union Bank of India NA Corporation Bank NA Bank of India Andhra Bank Syndicate Bank IDBI Citibank Standard Chartered Bank ABN Amro Bank Bank of Baroda Kotak Mahindra Bank NA OBC HSBC Bank of Maharashtra Dena Bank NA Vijaya Bank Development Credit Bank NA Jammu & Kashmir Bank Bank of Rajasthan NA Yes Bank NA Others Total , ,355.53
15 Chart 8: Comparative Market Share of Individual Players: Market Share as on 31st March % 29% 2% 2% 5% 6% 8% 10% 15% State Bank of India ICICI Bank HDFC Bank AXIS Bank Canara Bank Punjab National Bank Bank of India Andhra Bank Others 13
16 SBI has emerged as a leader in issuing debit cards with 29 % of market share during the year However, its market share has reduced from 33% in 2007 to 29% in Similarly, though ICICI Bank is the 2 nd largest debit card issuer in the country with 15% market share in the year 2008, its market share has reduced from 19% in the year HDFC and Axis Bank are having market shares of 10 % and 8 % respectively. 14
17 Segment Performance The Automated Teller Machines (ATMs) have spread across the country, leading to increased convenience and reduced need for visiting a branch for cash withdrawals and balance enquiries. As per the RBI report, the number of ATMs increased to 34,789 at the end of March 2008 from 27,088 at the end of March The ATMs are estimated to grow by 23% during the year Chart 9: Growth in the No. of ATM Outlets. Growth in the No. of ATM Outlets No. ATMs , , ,509 27, ,750 11,334 5,480 7, Year Estimated ATMs Market Share SBI tops the chart for having the highest number of ATM outlets in the country. It has 8,433 ATM outlets and constitutes 24% of market coverage. ICICI Bank has the 2 nd largest ATM network in the country with 3,881 ATM centers, followed by Axis Bank with 2,764 ATMs. 15
18 Chart 10: Market Share of Individual Players. 16
19 Table 5: Market Share of Individual Players. Sr. N0. Banks March-07 March-08 March-09 (Estimated) Rank No. of Rank No. of Rank No. of ATMs ATMs ATMs 1 State Bank of India 1 6, , ,000 2 ICICI Bank 2 3, , ,500 3 Axis Bank 3 2, , ,300 4 Canara Bank 5 1, , ,500 5 HDFC Bank 4 1, , ,200 6 Punjab National Bank 6 1, , ,000 7 Union Bank of India , ,500 8 Bank of Baroda 7 1, , ,200 9 Syndicate Bank , , Corporation Bank , IDBI Bank Oriental Bank of Commerce Andhra Bank Indian Bank Federal Bank Citibank Indian Overseas Bank Bank of India Central Bank of India Bank of Maharashtra Indusind Bank Dena Bank Kotak Mahindra Bank UCO Bank Karur Vysya Bank Vijaya Bank South Indian Bank Standard Chartered Bank Allahabad Bank Jammu & Kashmir Bank ING Vysya Bank HSBC United Bank of India Karnataka Bank ABN Amro Yes Bank Development Credit Bank Others Total 27,088 34,789 42,626 17
20 Segment Performance With the increase in the debit card and credit card base, the card accepting places have also increased considerably. The Merchant Point of Sale (POS) Terminals in India have increased by 28% during the year 2008 as compared to the previous year. There are more than 4,40,000 POS Terminals in the country as on March ICICI Bank has the largest network with 2,00,000 POS Terminals, followed by Axis bank with 74,450 POS Terminals. Table 6: Market Share of Individual Players. Sr. No. Banks March-07 March-08 March-09 (Estimated) Rank No. of POS Terminals Rank No. of POS Terminals Rank No. of POS Terminals 1 ICICI Bank 1 155, , ,000 2 AXIS Bank 4 40, , ,000 3 HDFC Bank 2 58, , ,000 4 Citibank 3 42, , ,000 5 HSBC 5 17, , ,000 6 BOB Cards 6 14, , ,800 7 IDBI 7 5, , ,500 8 Andhra Bank 8 3, , ,000 9 Vijaya Bank 10 1, , , Bank of India 12 1, , , Jammu & Kashmir Bank , , Standard Chartered Bank 11 1, , , Canara Bank 9 1, , , Central Bank of India Development Credit Bank NA , Deutsche Bank NA Total 343, , ,390 18
21 Chart 11: Bank Wise Growth of Merchant POS Terminals. 300,000 Growth in the No. of Merchant POS Terminals No. of POS Terminals 250, , , ,000 50,000 0 ICICI AXIS HDFC Citibank HSBC BOB IDBI Andhra Vijaya BOI J & K SCB Canara CBI DCB Deutsche Banks 2009 Estimated 19
22 Total Spends of Debit & Credit Cards at Merchant POS Terminals More and more Indians are using payment cards for purchasing goods and services at merchant establishments. As per RBI release, the total spends with credit and debit cards at merchant POS terminals have increased significantly during the year by 42% to Rs. 70,506 crore during the year 2008 as compared to Rs. 49,533 crore in the previous year. The spends with credit and debit cards are estimated to grow over Rs. 80,000 crore during the year Chart 12: Growth in the Value of Debit & Credit Card Transactions at ME POS Terminals (Rs. in Crore) Growth in the value of card transactions Value of Transactions ,506 49,533 year
23 1. Prepaid Cards: A prepaid card works on a concept of pay now use at your convenience. The card has to be loaded with the desired amount and it can be used to make purchases at any outlets, which accept payments through cards. The user does not have to maintain a bank account for using prepaid cards. In India, quite a few banks have started issuing prepaid cards. Now a number of non-banks in collaboration with banks/without collaboration of banks are issuing both, limited or multipurpose prepaid cards. Broad categories under which cards have been issued by banks in India are co-branded pre-paid travel card/foreign travel cards, cobranded pre-paid annuity cards, co-branded pre-paid payroll cards, etc. These cards, apart from being used at ATMs, can also be used at point of sale (POS) terminals for making payments. The payment could also be made for transactions done on internet. Slowly, but steadily, usage of this mode of payment is on an increase. Recognizing the advantages of prepaid instruments, various issues associated with these types of payments are being examined by the Reserve Bank and is working out Policy Guidelines for issuance and operation of Pre-paid Payment Instruments in India. 2. Contactless Cards: A Contactless card stores its data on the microchip embedded in a card s plastic. This microchip is fitted with a radio antenna that is capable of transmitting the card s data to a card reader without physical contact. It can transmit data to a special RFID card reader when the cardholder waves his card within a few inches of the receiver. Contactless cards are widely used in the USA for petty payments to be made to the cab drivers, at restaurants or shops. Mastercard s PAYPASS and Visa s VISA WAVE contactless cards are available abroad. The concept of contactless cards is yet to enter the Indian market. 3. Mobile Banking: This refers to a system where a bank account is directly linked with the mobile phone. The user can make payments, transfer money or remit money internationally through a mobile phone devise. Mobile phones as a medium for extending banking services have off-late been attaining greater significance. The rapid growth in users and wider coverage of mobile phone networks have made this medium an important platform for extending banking services to customers. With the rapid growth in the number of mobile phone subscribers in India (about 261 million as at the end of March 2008 and growing at about 8 million a month), banks have been exploring the feasibility of using mobile phones as an alternative channel of delivery of banking services. 21
24 Some banks have started offering information based services like balance enquiry, stop payment instruction of cheques, transactions enquiry, and location of the nearest ATM/branch etc. Acceptance of transfer of funds instruction for credit to beneficiaries of same/or another bank in favor of pre-registered beneficiaries have also commenced in a few banks. In order to ensure a level playing field and considering that the technology is relatively new, Reserve Bank is in the process of bringing out a set of operating guidelines for adoption by banks. 4. Financial Inclusion: Financial inclusion refers to delivery of banking services at an affordable cost to the vast sections of disadvantaged and low-income groups who tend to be excluded from the formal banking channel. Despite widespread expansion of the banking sector during the last three decades, a substantial proportion of the households, especially in rural areas, are at present outside the coverage of the formal banking system. More than 51% of families in India are deprived of basic banking facilities. The Reserve Bank s broad approach to financial inclusion aims at connecting people with the banking system and not just credit dispensation; giving people access to the payments system; and portraying financial inclusion as a viable business model and opportunity. Efforts towards financial inclusion include sensitising the banks to the banking and financial needs of the common person and ensuring access to basic banking facilities. In consonance with the above approach, the Reserve Bank has undertaken a number of measures in recent years for attracting the financially excluded population into the formal financial system. 5. Bio-metric ATMs: ATMs with biometric devices are the latest such solution in the ongoing effort to offer banking services to the rural and illiterate masses. In biometric technology, the identity of user is identified by biological phenomena of human body. Biological structures and actions of different body parts of human body ranges from iris of eye, finger print, DNA fingerprint, gait recognition, face recognition to voice recognition can be used in biometric ATMs. Finger print recognition is most popular and commonest method of using the biometrics. Since biometric technology can be used in the place of PIN codes in ATMs, its benefits mostly accrues to rural and illiterate masses who find it difficult to use the keypad of ATMs. Such people can easily put their thumbs on the pad available at ATMs machines and proceed for their transactions. 22
25 6. Travel Cards: Travel cards are prepaid cards used for travelling abroad. Instead of carrying currencies or traveller s cheques, the user can load the card with the desired amount in a desired currency and use it at his/her convenience. As per Euromonitor International's latest research, the total number of outbound travellers is set to reach 16.3 million in This dramatic rise in the number Indians travelling abroad, 132% over 2006 to 2011 according to Euromonitor International's latest research, is being driven by rising disposable incomes, more affordable holiday options and the growth of low cost carriers, enabling more Indians to travel abroad. 7. E-Commerce: E-Commerce facilitates financial transactions in buying and selling goods on internet. An online Internet payment gateway allows an individual to process credit card orders from website in real time. Internet user base in India has crossed 46 million mark as on Dec'07, significantly increasing overall net ambiance in the country. Hence, the e-commerce business has a huge potential market for card industry players. 8. Oversight of the Payment Systems: Existence of a sound legal framework is the basis for smooth functioning of the payment and settlement systems. There was no exclusive legislation in India which vests the Reserve Bank with formal oversight authority over the payment and settlement systems in the country. The Reserve Bank is discharging this role by deriving powers from the existing statutes such as the Reserve Bank of India Act, 1934 and the Banking Regulation Act, With the enactment of The Payment and Settlement Systems Act 2007, which has come into force with its notification on December 20, 2007, the Reserve Bank is empowered to regulate and supervise all payment and settlement systems in the country. The Act also provides legal recognition to multilateral netting and settlement finality, which are the basic tenets of the deferred net settlement (DNS) systems the mode of settlement of all payment systems in the country, except the RTGS system. 23
26 ABN Andhra Axis BOB BOI Canara CBI Citibank Deutsche DCB HSBC Corp HDFC ICICI IDBI J&K MEs NA OBC PNB SBI SCB UBI Vijaya Abbreviations ABN-AMRO Bank Andhra bank Axis Bank Bank of Baroda Bank of India Canara Bank Central bank of India Citi Bank Deutsche Bank Development Credit Bank Hong Kong & Shanghai Bank HDFC Bank ICICI Bank IDBI Bank Jammu & Kashmir Bank Merchant Establishments Data Not Available Oriental Bank of Commerce Punjab National Bank State Bank of India Standard Chartered Bank Union Bank Of India Vijaya Bank 24
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