Job Requirements
Role Purpose
The Product Manager - Rural Initiatives will be responsible for conceptualizing, designing, and implementing strategic rural business programs aimed at driving overall business growth, increasing customer engagement, and maximizing cross-sell opportunities across the Rural Assets portfolio. The role will work closely with Rural Lending, Liabilities, Product, Sales, Analytics, Operations, and Technology teams to identify business opportunities, solve key business challenges, and execute scalable initiatives that enhance customer acquisition, portfolio growth, and profitability.
Key Responsibilities
Rural Business Growth & Strategic Initiatives
• Identify business challenges, chance areas, and growth levers across Rural Banking businesses.
• Analyze customer, portfolio, and sales data to derive actionable insights and recommend business improvement initiatives.
• Design and implement programs to increase disbursements, customer penetration, productivity, and overall business volume.
• Develop scalable initiatives to improve customer acquisition, activation, retention,



and engagement.

Cross-Sell Program Development
• Design and drive cross-sell programs for existing Rural Asset customers.
• Increase penetration of Liability products such as:
• Current Accounts (CA)
• Savings Accounts (SA)
• Term Deposits (TD)
• Credit Cards
• Insurance
• Investment Products
• Other Bank Products
• Develop customer lifecycle-based campaigns to improve product holdings per customer.
• Work with channel and sales teams to ensure effective execution of cross-sell initiatives.

Internal Product Synergy & Portfolio Deepening
• Drive cross-sell of Rural Asset products across various lending businesses including:
• Microfinance (JLG)
• Affordable Mortgage Loans
• Loan Against Property (LAP)
• Unnati MBL Loans
• Other Rural Asset Products
• Identify opportunities for deeper customer engagement across product categories.
• Develop customer segmentation strateg

📌 Product Manager (Mumbai)
🏢 IDFC FIRST Bank
📍 Mumbai