HDFC Bank, India’s leading private sector bank, envisions to be the ideal financial partner to enable better rural lives. The Bank has planned to expand its presence in the semi urban and rural locations (SURU) of the country. As a part of thisstrong push it intends to add more branches and launch customised products for this market segment. The Bank proposes to add more than 675 branches in the current financial year in these locations to take the total number to close to 5000.As of March 31, 2023, it had 52 per cent of its7821 branches in SURU areas. 

The Bank has launched an industry first, customised programme ‘Vishesh’,for the SURU areas. This is a unique programme as it offers a blend of financial and wellness benefits and is tailored to provide a premium banking experience to customers in semi urban and rural geographies. 

The key features of the ’Vishesh’ programme are:

• Dedicated Personal Banker
• Extendable to 8 family members
• Gold loan and valuation: upto 50 % off on processing fees in gold loan and 50% waiver on valuation (once a year)

• Up to 50% off on processing fees on:Construction Equipment, Tractors, Personal, Business, autoand two-wheeler loans  
• Daily Hospicashbenefits (up to 5 days)
• Annual Preventive Health Check-Up up to Rs. 3000
• One annual complimentary and cashless Health check-upwith 45+ lab test packages 
• Unlimited Tele Health consultation
• Offering a host of Agritech services like Soil Testing, Agri Advisory, Drone Spraying, and Agri Machinery Rental through partnership

“As a bank we believe Bharat is critical for tomorrow’s India and improving rural livesis  key to India becoming a $5 trillion economy. Our unique customer engagement model and differentiated propositions for customers in semi-urban and rural geographies position the bank to play the role of an ideal partner to enrich rural lives,” said Mr Arvind Vohra, Group Head-Retail Branch Banking.

“Today, large sections of Indians living beyond the metros and Tier 1 cities seek the same standard of living and banking products/financial services as in urban India. HDFC Bank has been at the forefront when it comes to catering to this need. Launching customised products like ‘Vishesh’ is one more step in this direction,” he added.