YES BANK: Human Capital Initiatives of a Startup in the Indian Banking Industry
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Case Code : HROB111
Case Length : 17 pages
Period : 2003-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : YES BANK
Industry : Banking
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Banking on its Human Capital Contd...
Yes Bank laid the emphasis on human capital as it considered that it was a source of sustainable competitive advantage that helped it differentiate itself from its competitors. Right from the startup stage, it worked with strategic partners to establish an employer brand and project itself as an 'aspirational' employer in the Indian banking sector.
Various innovative HR initiatives followed through which the bank sought to institutionalize a performance culture and the entrepreneurial spirit in its employees. These, analysts felt, were instrumental in the bank succeeding in establishing itself as a key player in the Indian banking industry within such as short span of time.
Yes Bank was Kapoor's brainchild. In November 2003, Kapoor incorporated the bank with assistance from his brother-in-law, Ashok Kapur (Kapur). In September 2004, the bank started its financial operations in Mumbai as a registered private bank. The name of the bank was decided on after extensive marketing research was conducted. Kapoor said, "We spoke to three advertising agencies and shortlisted five names.
We also had professionally neutral names like My Bank and Octra. In a qualitative survey, we were surprised that Yes as a financial brand name clicked.... We wish to develop a service culture that should have the ability to say yes. The occasional no has to be done in a prudent manner."6 The bank received financial assistance from Rabobank7. Kapur and Kapoor together owned 52.5 percent of the initial promoters' equity of Rs. 20 million.8 Kapoor had prior banking experience of nearly 25 years, having worked as the CEO and Managing Director of Rabo India Finance Private Ltd., a subsidiary of Rabobank. Prior to this, Kapoor had worked in Bank of America9 (BoA) and was well known in the Indian banking sector.
Kapur too brought in a wealth of experience in banking. Among other things, Kapur was the first Indian and Asian head of ABN Amro Bank10. Yes Bank was also co-promoted by global private equity institutional investors such as CVC Citigroup11, AIF Capital12, and ChrysCapital13...