Frustrating battle for market share

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SINGAPORE: Citigroup Inc’s plan to exit its retail business in China and India underscores the frustrating battle for market share international banks face in two of Asia’s largest economies despite plowing in billions of dollars over the past decade.

Increased rivalry from domestic lenders, especially in consumer financing, and fierce competition for top talent contributed to the challenges that overseas banks have often struggled to overcome. High capital and regulatory requirements also proved onerous.

As Citigroup decides how to leave retail banking operations in the two countries, other players from HSBC Holdings Plc to Singapore’s DBS Group Holdings Ltd are still pushing ahead with ambitions to grow in these markets. However, competition remains fierce from state-owned rivals that dominate the financial system, have longstanding relationships with other government-controlled enterprises that drive much of China’s economic activity and enjoy a higher return on average assets.

“We believe our capital, investment dollars and other resources are better deployed against higher returning opportunities in wealth management and our institutional businesses in Asia.” Foreign banks haven’t expanded their loan books substantially over the past 18 months. The lenders’ loans shrank 5.7% in the quarter ending December after contracting 7.1% three months prior.

 

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