India’s third largest private sector lender, Axis
Bank, is changing the layout and look of its branches and aims to
have 150 ‘new look’ branches operational across India by the
end of March.

According to the chief marketing officer of Axis
Bank, Manisha Lath Gupta, the idea behind the revamp is that people
“should feel attracted from outside to walk into a branch, which
are brand ambassadors for the bank.”

“They should have a nice experience and leave
thinking ‘I am coming back’,” said Gupta.

In cities such as Mumbai, Delhi, Pune, Chandigarh,
Mohali, and Panchkula the revamped branches have already been

All new branches are divided into three separate
zones — the self-service zone, the retail area or the privilege
lounge and the transaction area.

According to Axis Bank, the aim is to show
customers that, with the revamp, a lot of the transactions could be
carried out without entering the branch and at any time of the

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“We do want customers to come to the branch. But we
want them to come for the right reasons. For instance, we want them
to come for discussing their financial investment and not merely to
withdraw INR5,000 ($96.38),” Gupta said.

The priority lounge of the bank has been shifted to
the centre of the branches to showcase Axis Bank’s premium

“We want people to see what they are missing and
what they can potentially get if they upgrade to the privilege
segment,” Gupta said.