Shaukat TarinPresident and CEO of Union Bank

President and CEO of Union Bank Shaukat Tarin: “We are ahead of the game in consumer banking products.”
As the President and Group CEO, please give us your introduction into Union Bank.
Union Bank is a private bank and is an institution that was licensed in the early 1990´s. But this group took over Union Bank in the year 2000, and over the last five years we have come a long way through our strategy of being a universal bank that provides banking solutions to a variety of customers. These are mainly in corporate and consumer banking, as well as small- and medium-sized enterprises (SMEs). I think we have been quite successful. We have grown in the last five years and have also diversified. In addition, we have established international operations in Sri Lanka. Our strategy is in line with our success whereby we will become a premier bank in emerging markets.
What have been some of the main reasons behind the recent, dramatic improvement in your asset base?
If you consider our asset base of January 1 of the year 2000, it was only 14 billion rupees ($320 million) and we reached 67 billion ($1.53 billion) by 2003, which begs the question as to how did reached this size. The answer is that we had a clear strategy to gain size and diversity. In order to gain size we bought the franchise of Bank of America and Emirates Bank. Our purpose has been to become a universal bank. Our strategy today is to be well diversified. We have a premier network of branches and consumer, corporate, and SME lending.
All three pistons of our asset generation engine are working at the same time now. Presently we have in place the infrastructure, which includes technology and a large product menu supported by efficient staff. This was done in the first three years and now we really expect our balance to grow at a rate of 25% per annum for the next few years.
What factors led to your remarkable improvements in profits over recent years?
It is again the issue of diversity. If you look at the pressure on the banking spreads, you can see that it came about because of excess liquidity in the last two to three years starting in September 2001. We already had planned to diversify into consumer banking, as well as into the business of small- and medium-sized enterprises. Now, other banks are scrambling into consumer banking. Presently, we are offering consumer products in mortgage finance, auto financing, personal loans, and credit cards such as American Express.
So essentially we have a very well diversified consumer portfolio. We are probably one of the two banks (the other is PICIC which is also doing a good job), whose spreads are improving and the revenue from the balance sheet is improving significantly. That is giving us the profitability. We doubled our profits in 2004, and hopefully we will double profits again in 2005. This is possible because the momentum is with us; we have the volumes, the product menu, and the right people to make this happen.
Could you please elaborate on your statement, "Economic reforms are one of the reasons why the banking sector has been doing so well"?
I have seen the impact of the economy on the banking sector in the last couple of decades. I can tell you that when the economy was not doing well it was very difficult to improve the banking sector. I can say with confidence that it has been the success of the economy in the last three to four years that has provided the impetus for the success in the financial sector. This sector has improved dramatically because of the economy's strong performance.
As economy was doing well the government could allocate certain resources to the public sector banks and clean up their balance sheets the way they should have been, and then privatized them. That is one dimension of how a healthy economy can help. Secondly, as the country's GDP is growing nicely now, the corporate world is doing better. The consumer is now benefiting from the low inflation that has lowered interest rates dramatically. Therefore, the affordability of the consumer has improved. The profitability of the corporate sector has also improved because the finance costs have also gone down. Some of the products like auto finance and housing loans were simply not viable when I was at Citibank in the early nineties because of the 24% interest rates. With the lower interest rate environment of today, these products have become highly viable. And now people have started to use banks for these products and that has improved profitability.
You have stated that: "Union banks superior financial performance is the result of a strategic plan to invest in a diversified product portfolio in consumer, corporate banking, and the SME sector." Could you please tell us about your bank's success as the sole issuer of American Express, credit, charge, and corporate cards in Pakistan?
As we wanted to compete with the likes of Citibank and Standard Chartered Bank on the premier consumer side of the market, we had to have either a premier name that we did not have, or a premier brand to lift our bank name. So we bought the American Express franchise for the credit cards. We also had permissions to launch Visa and MasterCard but our strategy was to go into the top end with American Express to boost our banks brand name, then we would also expand our activity with Visa and MasterCard. We aggressively went after the American Express card acquisition and we succeeded in lifting the name of Union Bank. How successful have we been? I can tell you that in the 20 years of American Express in Pakistan, they had issued a little under 10,000 cards. Once we were involved, in the space of one year we have issued 120,000 cards. So this is how successful we have been and now we have also launched the Visa line. Our Visa success is going to be more pronounced because people know that it is from the same Union Bank that issues American Express cards.
In consumer credit you have also introduced the 'shopping card', which is Pakistan's first Visa Debit Card. What kind of potential do you anticipate in this market for Union Bank?
You know the total loan portfolio on the banking side is 1.35 trillion rupees ($30 billion) of which only 10% is in consumer banking. The rest is in corporate, agricultural, or some SME banking. So mortgages, auto finance, credit cards, personal loans are less than 10% of the total balance sheets of the banks. We have just scratched the surface of this huge market. Anybody who has the first mover advantage will go and capture a higher market share and be in a good position to defend it later on. This is what Union Bank has done and I think that many people were skeptical about our strategy in the. It meant spending a lot of money in technology, products, and the training of our people. Now we are in a position to capture a larger market share in each of these areas because the potential is immense.
We know that one of your products, which is particularly important for rural economic development, is the country's first agriculture credit card. Please comment on the impact of the "Kissan Card" which offers exclusive benefits for farmers purchasing crop inputs or fuel.
I think this is an important product for us because agriculture generates 25% of our GDP. It is really only the public sector banks that have been lending in this area in the past. Neither private sector nor foreign banks had even ventured into the agricultural area. We came up with the idea that we should give clean credit to a certain segment of the agriculture sector that is anybody with holdings of 8 acres to 35 acres of land. This segment could be described as lower to middle class farmers. First we would finance their inputs and then as they would build up their credit history, we could start giving them the working capital for other uses. We will treat these customers just as we treat credit card holders in the urban areas. The first step was to establish credit history and financial behavior in these rural areas. We believe that our first trial will be anywhere between 5,000 to 8,000 credit cards in the first year. This is going on quite well and hopefully by the end of next year, we will have a mass launch of this product throughout Pakistan.
Could you comment on your Tana Bana product, and the advantages it offers?
This is another key initiative for Union Bank. Today, SME banking is being done just like corporate banking. Banks divide their customers with amounts less than 50 million rupees ($1.1 million) as SME and anything over that amount as corporate. Union Bank is the first bank which is shifting the paradigm in this respect. What we are saying is that we will also tackle the SME sector on a programmed basis. Each SME industry for us will be a business segment. It will have its own research and its distinct credit criteria. Tana Bana product in textile is just one illustration of this strategy. We are going after vendor financing and electronic finance facilities for retailers and wholesalers of electronic products. This is being done on a programmed basis and is going to change the way SME banking is being done in Pakistan.
Pakistan's real estate sector has also been booming and the construction industry has been given top priority by the administration of President Musharraf. What has been Union Bank's contribution home financing?
We have the largest portfolio in this area. Union Bank provides money to buy, build, and renovate homes and also lends money against existing homes. We are active in all four of these areas and now what we have started doing is to go after developer finance. In Pakistan, if we do not encourage large-scale developers, the stock will run out and you will see inflation in the housing sector. Today there is a dearth of good developers in this country. So Union Bank has set up a division today that is doing Memorandums of Understanding (MOUs) with the leading developers of the world. We are going to help these developers develop large housing projects and then provide end user financing for the consumer. In a nutshell, Union Bank will be a major player in the housing industry in Pakistan.
What are your expectations for innovative value added products in the years ahead?
First of all we are a bank that is online, real time at all of our branches. At the end of the year we will have 55 branches, in all provinces of Pakistan. They will all be online real-time branches. We also have a state of the art call center. We have introduced Internet banking and have launched a unique debit card which we call the "shopping card". It is an internationally accepted debit card and it is linked to all of your accounts. You can have your current account, savings account, and personal loan account linked to it and can access them overseas through the Visa network. We are the only bank in Pakistan that is offering this service to our customers.
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Could you discuss recent acquisitions and your plans to offer your products and services in other countries?
Wherever we go, we will be a premier bank offering its customers innovative products to its customers. We are going to go mostly to emerging markets because that is where opportunity lies. I don't think we should go and compete with the best banks in the U.S. and in Europe because our strength will be in the emerging markets of Africa, Asia, the Middle East, or Eastern Europe. So first we will go to these emerging markets and will try to replicate what we are doing here in Pakistan.
Could you comment on any lessons you learned from your experience at Habib Bank that will help you now as President of Union Bank?
Well prior to that I had 22 years of experience at Citibank and was requested by the government, to come and rescue Habib Bank. It was a totally different kind of experience. Everything that could go wrong with a bank, was going wrong, and, frankly, if it were a bank in a developed country, it would have been shut down a long time ago. What we did over there was to take about 35 good bankers. We made them consultants and then picked up the threads. We said to ourselves: "Here we are, we have a deficit of 27.5 billion rupees ($630 million) in the balance sheet. Revenues are four billion ($92 million) and expenses are 10.5 billion rupees ($240 million) a year, but lets prioritize." To start with we wanted to deal with our infected loan portfolio, as 58% of our loans infected in Pakistan, and 70% internationally.
We fixed the credit process by employing good people, training them, and putting them on a mission to go out and book good loans. This was not rocket science! We went into the market and got some good loans by making our rates competitive. These loans even after five or six years, do not have even 1% in non performing. Then we tackled the liability side and reduced the cost of the funds by increasing the saving deposits through marketing and new products. These two things helped us and in three years time, our revenues exceeded our expenses. We kept our costs flat by re-structuring our workforce and letting 33% of it go, closing loss making branches, and cutting out layers in the organization. All of this was a great experience but, at times, scary. In a developing country, these public sector institutions give power to government and government servants. It was very difficult to stand up to all the pressures in order to steer the bank towards profitability. I would say that it was my national service and I am proud of it.
What is your vision for the future of Union Bank, and the image you would like to project as a financial partner for Pakistan's many investment opportunities?
Union Bank is going to be a premier bank for our customers that will focus on providing innovative products, backed up with very good service. We are going to be a universal bank which means that for us corporate banking, consumer banking, and SME banking will be important not only in Pakistan, but also internationally in emerging markets. We want business people to know about Union Bank. Over the last five years we have done extremely well and have grown 600%. We also intend to be a significant player not only in Pakistan, but also in the emerging markets.
What have been some of your biggest personal and professional achievements during your distinguished career?
Citibank was where I learned all about banking and my experiences there laid the foundations for my career. During my experience in Citibank, it was the building of businesses that I was very proud of. I built up the consumer banking business in the Gulf and then went on to start consumer banking activities in Pakistan. In both of these places the consumer banking businesses are doing very well. Then of course, during the very turbulent times in the mid 1990s, I ensured that we retained our market share in Thailand.
In summary, building businesses in Citibank, turning around Habib Bank, and almost building Union Bank from scratch to make it one of the top ten banks in Pakistan within five years, have been of great satisfaction to me.