Emerging affluent segment has remained structurally underserved, says Chandna
DBS Bank India has announced its new DBS Aspire banking proposition, along with the signature Aspire debit card, designed for the country’s fast-growing, well-travelled, emerging affluent segment. DBS Aspire extends premium banking access to clients with a total relationship value of Rs.10 lakh or a minimum monthly savings account average balance of Rs. 2 lakh, positioning the bank as a long-term banking partner to these customers as they grow their wealth.
As international mobility, overseas education and work opportunities abroad increase, it has fuelled a preference for the higher-tier aspects of service-led banking such as a dedicated relationship manager and benefits that align with their multi-location lifestyles. India’s emerging affluent are also at a nascent stage of wealth accumulation and are still predominantly value driven, DBS said on 7 Apr.
DBS Aspire has been crafted to address the needs of this upwardly mobile, digitally savvy set of customers that have grown beyond mass banking. The proposition includes high returns on savings account balances, zero charges on banking services, coupled with the seamless digital access of digiportfolio, the bank’s cutting-edge investment platform.
Speaking on the new offering, Ambuj Chandna, Managing Director & Head of Consumer Banking Group, DBS Bank India, said, “We identified a clear gap in the market where a majority of existing banking propositions cater to either a mass audience or at the other end – the premium wealth segment of High Net-Worth Individuals (HNIs) and Ultra-HNIs. The emerging affluent segment has remained structurally underserved, and we believe that DBS Aspire speaks to this sizeable audience by bringing together both value added and aspirational benefits, delivered through a relationship-led model that is reinforced by the bank’s advanced digital capabilities.
“Aspire is the first DBS offering that has been tailored expressly for an emerging affluent base, to support them as their financial goals evolve, reflecting our belief that a bank can be a trusted partner to customers as they move up the wealth continuum.”
Key benefits for customers of the DBS Aspire program include:
• Zero forex mark-up on international spends on the DBS Aspire debit card & zero charges on all banking transactions & services, as part of the DBS Aspire program.
• Access to a Relationship Manager* – an offering typically associated with higher-end banking propositions.
• A competitive interest rate of 5% per annum on savings account balances between Rs. 2 lakh and Rs. 50 lakh, significantly higher than the rate being offered by most major banks.
DBS Aspire complements the bank’s existing wealth proposition, DBS Treasures, which serves wealth customers with a total relationship value of Rs. 30 lakh and above. DBS Treasures clients can access a full suite of customised wealth management solutions, experienced relationship managers, exclusive privileges, backed by the trusted advantage of the DBS platform.
DBS is a leading financial services group in Asia with a presence in 19 markets. Headquartered and listed in Singapore, DBS is in the three key Asian axes of growth: Greater China, Southeast Asia, and South Asia. The bank’s “AA-” and “Aa1” credit ratings are among the highest in the world. In 2025, CRISIL Ratings reaffirmed its ‘CRISIL AAA/Stable’ rating on the corporate credit facility of DBS Bank India Ltd (DBIL). The rating on the certificate of deposits programme was also reaffirmed at ‘CRISIL A1+’. Fiinews.com
