The Making of EVA

EVA is a story of every independent, hardworking and family-oriented woman of today. Eva is an enriching experience of Health, Wealth & Happiness for every Indian woman.

This is the story of the Making of Eva - an extraordinary opportunity to create a product experience for women empowerment - a subject so passionately close to my heart, that it was bound to be a Super Success. Creating Eva was nothing less than a movie production experience. Getting the name 'Eva' was in itself an experience, when we chose it out of 100 odd names starting with 'E' for Equitas - names shared by all business and product leaders, enthusiastically participating in the Eva Naming Ceremony.

The Story

Then came the most important part - getting the story or product construct approved by the Approving Committee - a 15 min. presentation pitch in favor of offering the best banking experience to women across all classes/societies - Elite to Rural to NRIs. The story revolves around the Health, Wealth and Happiness of women - every Eva member gets a free Health Checkup or unlimited Tele-consultation with female doctors, gynecologists and mental health experts. Eva encourages women through reward points for Goal based Savings through Recurring Deposits, thus helping them invest safely for long term wealth creation. Preferential rates on Gold loans, discounts on lockers and complimentary insurance cover - are some more happiness characteristics of the story. It was a pleasant delight when the story got approved with extremely positive and encouraging comments from M.D.

The Teamwork

Now that we had a unique name and a powerful story, we had to next get the crew ready to put it into execution. The very next day after approval, we got the product code generated for Eva - its own unique identity number. We got teams aligned from Information Technology, Operations and Marketing. We entered into Partnerships for Cards, Insurance and Health.

While IT ensured that Eva was configured with all internal systems, so that all could speak to Eva, Marketing made my Pink dream of Eva come true - every content of Eva welcome kit is uniquely designed for what women want. No woman will ever say no to a Pink cheque book or a Pink Debit Card. Getting Smriti Mandhana, Best Women's International Cricketer, on board as Eva Ambassador, added Star Power to Eva Story, making it a stronger and bolder version. Smriti is an inspiration to all aspiring and ambitious women in the country today.

The crew worked day and night on designs and logistics and partnerships, to ensure that Eva gets launched at the right time. The way a movie goes through cuts and errors, we had our own versions of cuts, delays and errors, however a committed team pulled it through, inspite of lockdown issues all around. Its the blood, toil, tears and sweat of entire crew that brought Eva to life.

The Launch

The Big Box-Office launch - 1000 women inaugurated and opened Eva accounts in 100 branches across the country to mark the Big Bang Launch of Eva !

A Box Office Super Hit is when a movie crosses 100crs in just days of launch. Eva story achieved its Box Office Super Hit of 1000 accounts in 100 branches on Launch day itself !

Eva is a Dream come true. Eva is my version of Women Empowerment Story - created by women for women. We have received excellent reviews from both customers and employees. As Eva continues to achieve more and higher Milestones, I am grateful for the precious opportunity to Create Eva.

Eva is not a product I have created, its a story that I wish to tell the world, its an experience I wish to share with every woman. I have put my Heart and Soul into making it a journey towards making women financially aware, independent and responsible. May the journey continue to achieve bigger milestones and brighter objectives for women across !

Jasmine Gupta