Project Parivartan: State Bank of India's Internal Communication Initiative


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Case Details:
Case Code : HROB120
Case Length : 12 pages
Period : 2006-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : State Bank of India
Industry : Banking / Financial Services
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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Introduction Contd...

According to SBI, the initiative that was launched in July 2007 was a huge success and was instrumental in bringing about the attitudinal change in the workforce that was required to compete in a very competitive environment. SBI was experiencing an erosion in market share in the early 2000s and a slowdown in growth due to its outdated processes and stiff competition from private sector banks. The situation was particularly grim in 2006 when OP Bhatt (Bhatt) was appointed chairman of SBI. Bhatt and the top management team soon put a transformation agenda in place. For the various transformational initiatives to succeed, Bhatt realized that it would have to have the support of employees at all levels of the organization and thus the Parivartan project was launched.

Industry observers appreciated the initiative and said that Bhatt had succeeded in changing the employees' approach to work, and this in turn, had led to the bank performing well and maintaining its market leadership position in the Indian banking sector.

Background Note

The Indian Banking Sector
As part of the economic reforms it started in the early 1990s, the Government of India (GoI) embarked upon reforming the financial sector of the country. A sound financial sector is the key to the growth of the economy and banking is considered the lynchpin of the financial sector in any economy...

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