Marketers and market-makers in the financial services industry have  for years salivated at the great Indian opportunity for growing the  credit cards market.
And it indeed has been a great opportunity  and will continue to be so in the coming years. A growing middle class,  rising aspirations and an increased propensity to spend by an inherently  young population creates heady mix of untapped market opportunity.
The  credit cards industry is today coming out of what have truly been  testing times. The financial crisis of 2008-2010 remains fresh in our  minds. With the tide seeming to have turned finally and with the  indicators across almost all key areas looking positive, if not robust,  there is fresh optimism in the industry and an almost unanimous positive  view that the industry is today placed well for sustained growth.
Learning from the past
Before we look forward to the future, we have to understand the past.  As they say, hindsight is always 20-20. The question remains: what went  wrong?
The answer lies not just in one reason but a multitude of  factors which both issuers and consumers should introspect upon. Credit  is, at the end of the day, a powerful tool and a truly flexible option  to meet immediate expenses when cash is not at hand.
The 
credit card,  therefore, adroitly addresses medical emergencies, facilitates holidays  and travel, or fulfils the aspiration of purchasing that new television  or washing machine, with the knowledge that the payment may be done in  parts over a period of time, or when that bonuscheque comes in. What  will be key is, how both, consumers and card issuers, will treat this  extremely powerful tool?
While the global financial crises is  ascribed as one reason for the fallout in unsecured lending in India,  the impact was also compoundedby the misplaced market growth ambitions  of some credit card issuers who wereimmersed in the mantras of market  share and market expansion. With access to easy credit card facilities  from over-exuberant and ambitious card issuers, customers somehow seemed  to have lost the key message: that credit is an important tool, to be  used with responsibility and prudence.
Future bright
The future, however, is bright. Several factors strongly indicate that  credit card businesses will grow robustly in the coming years. The first  is the emergence of strong credit rating agencies in India. Card  issuers now have access to complete information of the applicant prior  to issuing a card.
The key will be in seeing how the issuers use  this information in taking prudent decisions. All information used in  determining the creditworthiness of an applicant ultimately hinges on  determining the ability and intention of the applicant to pay back the  amount spent or borrowed. The expertise and sophistication of issuers in  making such judgments, leveraging bureau data and recalibrating their  own policies from time to time, will determine how the industry fares  infuture.
Use the powerful tool of credit with wisdom
Customers, too, have now started understanding the importance of using  credit wisely. With regulators and banks educating customers about the  benefit of a good credit history, it is envisaged that better sense will  prevail. Both issuers and customers now have the benefit of hindsight! 
Taur Mittran Di
Card  issuers will have to clearly strategise as to which segments they want  to operate in. Most card issuers have moved completely away from the  mass market segments as the risk-reward equations have just not borne  out.
Their predominant focus has been a move to mass affluent  segments and high networth individuals. These segments are traditionally  more robust and easier to evaluate. Credit underwriting norms have been  tightened across the board. Card issuers also have to become more  judicious about growing the market purely for that sake, as inactive  cards can savage a portfolio.
It is no wonder that of the 28  million cards which were in the marketplace in 2008, only around 20  million exist today. While there has been a huge de-growth in plastics,  there has been no slowing down the overall industry spends which have  been growing robustly.
All of which goes to show the wastage by  the industry in issuing cards to customers who saw no value in the  product. At the end of the day, the consumer is king and will patronise a  product or a brand which adds enhanced value to his / her life.Free  cards, in many ways, were perceived to be free of value and benefits,  and, as a corollary, have been freed of customer patronage!
Customer is king
Card issuers will now have to work extra hard in delivering enhanced  value to consumers. Creating and managing sophisticated products,  constantly enhancing value and innovating on service delivery, will be  key drivers of future growth.
It’s a large market, so exercise care
At this stage, the opportunity looks large with a large untapped market  potential. Only about 3% of the total personal consumption expenditure  in India is done on plastic cards. With the government keen on moving  more payments on to electronic media, the spends on plastic cards will  continue to grow significantly.
The sustained growth in organised  retail, the booming e- commerce space, the aspirations of one of the  youngest populations in the world and the strong, globally savvy  emerging middle class… all foretell that it can only be a boom time for  the credit cards business in the coming years. The key will be to take  measured steps based on prudence and good judgment. Let the good times  begin!