Campus Round Case

Case Executive Summary

Digital and the Non-Banking Financial Services Sector
Role and Opportunities.
Studies have shown that Digital is a key channel/platform/business model for the
financial services industry. Today, more than 50% of the relevant target audience
researches and searches online before taking a financial product or service. Hence
Digital is a key component for Tata Capital which poses four advantages:
1.
2.
3.
4.

Effective Marketing
Customer Engagement
Effective Acquisition and Cost Advantage therein
Self-service and Cost Advantage therein

However, one challenge we face is that for an NBFC the need/scope for Digital is not
as aggressive as a bank. E.g. While a lot of bank customers would download a Bank
Mobile App because of high and continual involvement, as an NBFC none of our
products necessitate that.
The second challenge is that while customers are researching and searching heavily
online, most of our products Loans still need an offline interface for KYC, Field
Investigation, etc. Hence, a complete online journey is still some time away.

Case Description
Digital is a new function at Tata Capital and while currently it accounts for about 5% of
the direct acquisition for retail loan products, the objective is to reach 50%.
The task is to identify the role that each of the Digital elements (Web, Social
and Mobility) can play in the context of an NBFC with the objectives of raising
spontaneous awareness, acquiring new customers and convincing them to use
self-service online modules, for both its B2C and B2B audiences.

Statement of Deliverables
1. What role can Digital play for Tata Capital across B2C and B2B?
2. In B2C Which segment should Tata Capital target via its Digital Strategy? What
are the needs of this segment? What products and services should Tata Capital
take to its Digital Platform?
3. In B2B Which products should Tata Capital target via its Digital Strategy? What
Digital platforms should it use and why (ROI justification)?
4. What Alliances can Tata Capital seek for efficacy in Digital?
5. What thoughts/ideas does the team have for Tata Capital on Social Media?
6. What are the apt and relevant Mobile Applications that Tata Capital could help
develop, and which would have a strong reason to download?
Disclaimer: The information contained in this case study is to be used only for TBLA 2015
campus round purposes. Opinions formulated by the author are intended to stimulate relevant
discussions and may not necessarily reflect the current position of Tata Capital in this regard.

Should you need any more clarifications on the case, please write to rohit.kripalani@tatacapital.com