The case tries to capture the dynamics of growth of a diversifying financial services company in the Indian context through the years 1996 to2009. The company moved through four phases expanding its products and services., It studies and evaluates how the firm used various forms of communication and internal procedures; and the interplay between them to build its reputation in the wholesale banking space. The case also examines the relative importance of communicating both with internal as well external audiences in building corporate reputation.