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Banks and non-banking financial institutions play a vital role in the Indian financial system by mobilizing savings, providing credit, facilitating investments, supporting businesses, and promoting economic development. With the rapid growth of technology, changing customer expectations, financial inclusion initiatives, and increasing competition, financial institutions have expanded their range of products and services to meet the diverse needs of individuals, businesses, and institutions. Marketing of financial services has become a strategic function that focuses on identifying customer needs, designing suitable financial products, delivering superior service, and building long-term relationships. Banking financial products in India are offered mainly by commercial banks, cooperative banks, regional rural banks, small finance banks, and payment banks. One of the most common banking products is the savings account. It is designed for individuals to deposit their savings while earning interest and enjoying facilities such as ATM cards, debit cards, internet banking, mobile banking, cheque books, and UPI-enabled transactions. Savings accounts are widely used due to their liquidity and convenience. Current accounts are primarily intended for businesses, traders, and professionals who require frequent transactions. These accounts generally do not offer interest but provide unlimited deposits and withdrawals, overdraft facilities, and cash management services. Fixed deposits are popular investment products offered by banks. Customers deposit a lump sum for a specified period and receive a predetermined rate of interest. Fixed deposits provide safety, guaranteed returns, and flexible tenure options. Recurring deposits encourage regular monthly savings and are suitable for salaried individuals and small investors. Banks provide various loan products to meet personal and business needs. Personal loans are unsecured loans used for education, marriage, medical emergencies, travel, or household expenses. Home loans help customers purchase, construct, or renovate residential properties. Vehicle loans finance the purchase of two-wheelers, cars, and commercial vehicles. Education loans support students pursuing higher education in India and abroad. Gold loans allow borrowers to pledge gold ornaments as collateral. Business loans, working capital loans, and term ___ ________ __________ ____ _________ ______.
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