Product Manager - Demat & ASBA

Job Requirements

Department: Retail Liabilities

Roles & Responsibilities: '

• Define and finalize the end-to-end process flow for Instant Demat Account and Physical Demat Account onboarding, including operational controls and exception handling.
• Improve the customer journey for Demat account opening and ASBA-based IPO investment, ensuring a seamless and compliant digital experience.
• Develop, review, and enhance customer-facing forms and documentation, including Demat Account Opening Forms, Service Request Forms, Nomination Forms, and Demat servicing requests.
• Collaborate closely with Compliance, Risk, NSDL, and other regulatory stakeholders to implement regulatory changes and ensure adherence to SEBI, Depository, and Bank guidelines.
• Evaluate and benchmark Demat product pricing and charges against industry standards and recommend competitive fee structures to drive customer acquisition and profitability.
• Coordinate UAT, certification, and production readiness testing for Demat and ASBA-related applications with NSDL, Exchanges, Brokers, and internal technology teams.
• Work with Net Banking, Mobile Banking, and ASBA platform teams to enhance the customer journey for IPO investments, Demat servicing, and account maintenance.
• Drive continuous enhancement of the Bank's Demat and ASBA offerings by evaluating market trends, customer needs, and competitive product propositions.
• Conduct training and provide product support to frontline sales, operations, and service teams on Demat accounts, ASBA processes, IPO investments, and related customer queries.
• Lead the development and launch of integrated Demat and ASBA capabilities, enabling customers to seamlessly open Demat accounts and participate in IPOs through digital banking channels.

Secondary Responsibilities

• Drive digital acquisition campaigns to increase Demat Account penetration within the existing customer base.
• Promote adoption of the Bank's 3-in-1 offering among existing customers through targeted marketing and engagement initiatives.
• Collaborate with Marketing and Digital teams to implement website and communication updates driven by regulatory changes, product enhancements, and business priorities.

What We’re Looking For

Education

• Graduate in any discipline (mandatory)
• Postgraduate degree (MBA preferred)

Experience

• Minimum 4 years of relevant experience in the BFSI sector, preferably in Capital Markets, NRI Banking, or Investment Services

Skills & Attributes

• Strong understanding of ASBA, IPO processes, and NRI PIS regulatory frameworks
• Experience in process design, documentation, and stakeholder coordination
• Ability to manage cross-functional collaboration with Compliance, Risk, Legal, IT, and Operations
• Excellent communication and training skills
• Strategic thinking with a customer-centric approach
• Familiarity with digital banking platforms and campaign execution