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The financial services industry in India is expanding and heading for global competition. The market players need to frame a well thought customer oriented product planning and pricing strategy with a commitment to add value to customers in the volatile and competitive environment. This study elicits the responses of major players in the industry and offers inputs for acquiring competitive capabilities in planning and pricing financial services.doi:10.19030/iber.v9i9.633 fatcat:mefifcuxvbgzlj4cfrlxtn33ha