Swati Watts - Department of Business Studies, Manav Rachna International Institute of Research and Studies, Faridabad, India
Nitin Watts - Vice President, Excel Point (India) Pvt. Ltd, Delhi, India

Indian Commercial banks have been operating in a fluid and dynamic environment for the past decade. The research explores in examining the lacking areas of Indian banks, from customer's perceptions, contributing to adopting the innovative strategic model in the banking sector. The model poses changes in product innovation, process innovations of bank operations, and technological innovations, using a three-phase suggestive strategic model. This could be accomplished as a future strategy for all Indian banks, to achieve overall performance goals, since it enhances profitability, competition, efficiency, and productivity. The inferences, delineate the necessity of the Indian banking sector, to go for a global innovative strategic model for all Banks, to promote growth and benefits to customers. The Innovation Strategy that has been recommended in the study would be a support to Indian banks in creating global brands.

Innovation, Strategy, Banking, Goals, technology, Profitability, global strategy