PRODUCT DEVELOPMENT LIFE CYCLE WITH REFERENCE TO ICICI BANK

Authors

  • CHATLA BHAVANI Author
  • Mrs. M. SWATHI Author

Keywords:

Product Development Life Cycle (PDLC), ICICI Bank, Financial industry, Customer-centric approach, Innovation, Ideation, Market research

Abstract

In the fast-changing financial market, banks must employ the Product Development Life Cycle to stay competitive, prioritize users, and foster new ideas. The largest private bank in India, ICICI Bank, is investigating its PDLC approach. The inquiry follows financial solutions from creation to release and expansion. To understand how this bank supports innovation, explore ideation, market research, feasibility studies, product design, development, launch, and performance evaluation. To promote product growth and customer happiness, ICICI Bank must implement risk management regulations, legal compliance frameworks, IT systems, and customer feedback techniques. Agile product development allows the bank to adapt to changing consumer preferences, fintech competitors, and regulations. PDLC shaped the banking sector's long-term success.

Author Biographies

  • CHATLA BHAVANI

    Dept of MBA, Mother Teresa Institute of Science and Technology, Sathupally, Khammam.

  • Mrs. M. SWATHI

    Assistant Professor, Dept of MBA, Mother Teresa Institute of Science and Technology, Sathupally, Khammam.

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Published

2026-05-30

Issue

Vol. 2 No. 2 (2026): Volume 2, Issue 2, April-June, 2026

Section

Articles

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Copyright (c) 2026 Journal of Management Excellence

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