Digital Journey for Credit Cards & SPARSH Credit Card for Visually Impaired – Union Bank of India

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Case Study

Digital Journey for Credit Cards & SPARSH Credit Card for Visually Impaired

Union Bank of India has embarked on a transformative digital journey within its credit card portfolio, redefining the role of financial products in advancing sustainability, efficiency, and social inclusion. Traditionally, credit card issuance in banks relied heavily on manual, paper-based processes that were slow, resource-intensive, and environmentally taxing. At the same time, mainstream credit card products largely overlooked the specific needs of persons with disabilities, particularly the visually impaired, limiting their ability to access credit independently and with dignity. Recognising these systemic gaps, Union Bank of India adopted a holistic approach to innovation—one that placed technology, inclusivity, and sustainability at the core of its operational strategy rather than treating them as peripheral objectives.

The Bank’s digital transformation initiative was driven by the understanding that sustainability in banking extends far beyond funding green projects. It also involves optimising internal processes, reducing paper consumption, lowering carbon footprints, and ensuring equitable access to financial services. Against this backdrop, Union Bank conceptualised two flagship initiatives under its credit card business: the Straight Through Process (STP) Journey for Staff Credit Cards and the Union SPARSH Credit Card for Visually Impaired Customers. Together, these initiatives addressed both operational inefficiencies and social inclusion challenges, demonstrating how digital innovation can simultaneously deliver environmental, economic, and social value.

The STP Journey for Staff Credit Cards marked a fundamental shift from conventional credit card issuance models. Prior to its implementation, staff credit card applications involved extensive paperwork, manual verification, and physical execution of documents, resulting in long turnaround times and high administrative overheads. Launched in November 2025, the STP journey introduced a fully digital, end-to-end workflow that eliminated manual intervention. Key components included Digital Document Execution through e-signatures on essential documents such as the Key Fact Statement, Most Important Terms and Conditions, and cardholder agreements, along with automated decision-making enabled by an integrated Business Rules Engine. Compliance requirements were embedded into the process by design, ensuring adherence to regulatory guidelines without compromising speed or efficiency.

The impact of the STP initiative was immediate and measurable. More than 21,550 staff credit card applications were successfully processed through the digital journey within a short span, reflecting strong internal adoption and operational robustness. The paperless process significantly reduced turnaround time, improved transparency, and cut down on resource consumption, directly contributing to the Bank’s sustainability goals. Beyond efficiency gains, the STP model established a scalable digital framework that can be extended to retail customers, corporate credit cards, and new-to-bank segments in the future. Plans are already underway to integrate this journey into the Bank’s mobile banking platform, VYOM, further reducing physical touchpoints and enhancing customer convenience.

Complementing the operational efficiency achieved through STP was Union Bank’s pioneering effort in inclusive product design through the launch of Union SPARSH in October 2025. SPARSH is India’s first Braille Credit Card designed specifically for visually impaired customers. The initiative was rooted in the belief that true financial inclusion requires proactive design rather than retrofitting accessibility features as an afterthought. The SPARSH card incorporates multiple accessibility innovations, including Braille embossing of the bank’s name for easy identification, a tactile notch to distinguish card orientation, and an optional photograph of the cardholder to enhance security and usability. These features collectively empower visually impaired individuals to use credit cards independently and confidently.

Equally important was the seamless digital journey designed for SPARSH card issuance. Applications are processed digitally through the Bank’s Loan Application System with electronic verification, ensuring a completely paperless experience. By removing the need for physical documentation and branch-dependent processes, the Bank not only improved efficiency but also reduced barriers faced by visually impaired customers in accessing financial products. SPARSH aligns closely with national priorities such as Digital India, financial inclusion, and the EASE agenda, while reinforcing the Bank’s commitment to social equity as a core pillar of sustainable finance.

Implementing these initiatives was not without challenges. Embedding digital transformation into core banking processes required careful integration with legacy systems and robust change management. Designing accessibility features demanded deep empathy, consultation, and precision to ensure that the solutions were genuinely usable rather than symbolic. Ensuring regulatory compliance within fully digital workflows also required close coordination between business, technology, and compliance teams. However, these challenges reinforced valuable lessons: that digital transformation is most effective when embedded into core operations, that inclusivity must be intentional from the outset, and that sustainability and customer experience are mutually reinforcing rather than competing objectives.

The outcomes of Union Bank of India’s digital credit card journey extend beyond operational metrics. The initiatives have repositioned credit cards from being mere payment instruments to enablers of social good and environmental responsibility. By reducing paper usage, lowering processing time, and minimising physical interactions, the Bank has demonstrated leadership in green finance. By empowering visually impaired customers with independent access to credit, it has set a new industry benchmark for inclusive product design. Looking ahead, the Bank plans to scale and replicate these models across customer segments and geographies, including nationwide expansion of SPARSH supported by partnerships with NGOs and social organisations.

For more information, please contact:
Renu K Nair at head.ccmab@unionbankofindia.bank.in

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