This case study reports on HDFC Bank's Infinia credit card, which is targeted at India's growing high net worth individual customers segment.
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Infinia's lack of a pre-set spending limit, other benefits, and marketing are all intended to position it as a highly exclusive product for the ultra-rich only.The new product challenges existing products for these customers, such as American Express. It fits in with and extends HDFC's current range of premium services.
Your key questions answered
What are Infinia's key selling points?
Why is HDFC targetting high net worth individuals?