Article’s

Retail banking has become a key driver in the growth of the financial sector by offering a wide range of investment products to individual customers. These products include fixed deposits, mutual funds, insurance policies, recurring deposits, and pension schemes, which help customers achieve their financial goals and ensure future security. This study focuses on analyzing the role of banks in promoting retail banking investment products, with special reference to Indian Overseas Bank. The research aims to examine the level of awareness among customers, their perception towards investment products, and the factors influencing their investment decisions. The study also highlights the importance of digital banking, financial literacy, and promotional strategies adopted by banks to attract and retain customers. It further evaluates how effectively banks communicate investment-related information and provide advisory services. The findings of the study indicate that while banks have made significant efforts in promoting investment products, there is still a lack of awareness and understanding among certain sections of customers. Factors such as risk perception, income level, and trust in banks play a crucial role in shaping investment behavior. The study concludes that banks need to focus more on customer education, simplified procedures, and personalized financial services to increase participation in investment products. Strengthening digital platforms and improving customer engagement can further enhance the effectiveness of retail banking services. Keywords: Retail Banking, Investment Products, Customer Awareness, Financial Literacy, Digital Banking, Indian Overseas Bank