The Indian banking sector was recently confronted by a confluence of technology upheavals, shifting consumer behaviour, and the advent of unorthodox competition. Because of their regular interactions with companies like Amazon and Google, customers’ expectations of their banks in terms of responsiveness, accessibility, and personalisation across all digital channels have increased. Customers demanded the same degree of highly individualised experience from their banks, on any channel, from anywhere, at any time. This is due to customers’ hunger for new technology, which has changed how they consume banking services (think mobile banking, payments, and more). The market experienced the emergence of fintech and non-bank businesses around the same time as they began to reduce the market share of banks.