• *Dr.K. DEEPAK

The country’s economic and development is depends on the Banking activities. Now a day bank has become one of the major parts of present life. There is close relationship between customer and banks in order to carry out the financial activities. Among the different benefits offered by the banking industry to the customers, retail banking is also one of the important phenomenons in the present situation. Typically, retail banking services begin with a target clientele which is the common masses and itslowly graduates through a stage which can be called as ‘class retail banking.’ The ‘mass retail banking’ isthe stage in which the bank provides standardized banking products and services to its customers. Inthis phase the banks attempt to build a sufficiently broad customer base which can serve as a stablesource offunding. The ‘class retail banking’ on the other hand, is the stage in which the bankoffers customized products and services targeted at a niche customer segment, the high net worthindividuals. Retail banking focused solely at a niche customer segment may also be termed as privatebanking. How the products of banks are meeting with customer needs and demand with different income levels. What are the challenges are faced by retail banking while offering services to the customers has been highlighted in the study. With the introduction of new policies and technology, how the trends are growing in retail banking is also given scope in the study.

Retail banking, Challenges, Products of retail banking, Trends in retail banking, SWOT analysis of Retail banking.

"CHALLENGES AND RECENT TRENDS IN RETAIL BANKING IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 10, page no.54-61, October-2018, Available :http://www.jetir.org/papers/JETIRG006007.pdf

"CHALLENGES AND RECENT TRENDS IN RETAIL BANKING IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 10, page no. pp54-61, October-2018, Available at : http://www.jetir.org/papers/JETIRG006007.pdf