... of around 65% in terms of cards issued. HDFC Bank is one of the latest entrants into the industry. It entered the credit card industry in 2001 in association with VISA. Within a short span of 2 years it has garnered a market share of around 7% and has one of the most profitable credit card companies1. Sales & Distribution Structure HDFC uses the following channels for distribution of credit cards 1. HBL Global (a 100% subsidiary of HDFC): This contributes 65% of credit card subscriptions o Personal selling: 65% of HBL o Telephonic Selling: 35% of HBL 2. HDFC Branches: 15-20% of the subscription 3. Internet o Forms available as cookies along with other sites (advertisement) o Email o Own Website 4. Other channels o Direct Selling Agents (DSAs) o Tie-up with Other Banks o Co branded Cards Figure 1.1 Roles of Channel Members 1. HBL Global (Subsidiary of HDFC Bank): HBL fetches 65% of the total subscription of the credit card business ...

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