Banks and non-banking financial institutions play a vital role in the Indian financial system by mobilizing savings, providing credit, facilitating investments, supporting businesses, and promoting economic development. With the rapid growth of technology, changing customer expectations, financial inclusion initiatives, and increasing competition, financial institutions have expanded their range of products and services to meet the diverse needs of individuals, businesses, and institutions. Marketing of financial services has become a strategic function that focuses on identifying customer needs, designing suitable financial products, delivering superior service, and building long-term relationships. Banking financial products in India are offered mainly by commercial banks, cooperative banks, regional rural banks, small finance banks, and payment banks. One of the most common banking products is the savings account. It is designed for individuals to deposit their savings while earning interest and enjoying facilities such as ATM cards, debit cards, internet banking, mobile banking, cheque books, and UPI-enabled transactions. Savings accounts are widely used due to their liquidity and convenience. Current accounts are primarily intended for businesses, traders, and professionals who require frequent transactions. These accounts generally do not offer interest but provide unlimited deposits and withdrawals, overdraft facilities, and cash management services. Fixed deposits are popular investment products offered by banks. Customers deposit a lump sum for a specified period and receive a predetermined rate of interest. Fixed deposits provide safety, guaranteed returns, and flexible tenure options. Recurring deposits encourage regular monthly savings and are suitable for salaried individuals and small investors. Banks provide various loan products to meet personal and business needs. Personal loans are unsecured loans used for education, marriage, medical emergencies, travel, or household expenses. Home loans help customers purchase, construct, or renovate residential properties. Vehicle loans finance the purchase of two-wheelers, cars, and commercial vehicles. Education loans support students pursuing higher education in India and abroad. Gold loans allow borrowers to pledge gold ornaments as collateral. Business loans, working capital loans, and term loans support entrepreneurs and business expansion. Banks also offer credit cards that enable customers to make purchases on credit with repayment flexibility and reward benefits. Debit cards provide direct access to customer bank accounts for payments and cash withdrawals. Overdraft facilities permit customers to withdraw funds beyond their account balance within approved limits. Investment-related banking products include mutual fund distribution, government securities, sovereign gold bonds, tax-saving deposits, National Pension System facilitation, and demat and trading account services through banking subsidiaries or partners. Banks also provide wealth management services for high-net-worth individuals by offering personalized investment advice and portfolio management. Payment and transaction services form an important part of banking. These include NEFT, RTGS, IMPS, UPI, mobile wallets, internet banking, mobile banking, QR code payments, electronic fund transfers, bill payment services, and merchant acquiring services. Digital banking has significantly improved customer convenience by providing round-the-clock access to banking services. Foreign exchange services include currency exchange, inward and outward remittances, foreign currency accounts, export-import finance, travel cards, and international money transfers. Banks also issue letters of credit and bank guarantees that facilitate domestic and international trade. Insurance products distributed by banks under the bancassurance model include life insurance, health insurance, motor insurance, travel insurance, and general insurance. Although banks act as intermediaries, they play a significant role in promoting insurance penetration in India. Non-banking financial products and services are provided by Non-Banking Financial Companies (NBFCs), insurance companies, mutual funds, pension funds, housing finance