``We should be able to reach anywhere in India within the next two years, especially the rural areas, for improving access to our credit products,'' Mr Kamath said after receiving the ``Finance Man Of the Year 2000'' at the Annual Financial Services Convention on Friday.

He said his institution's focus will not be just on raising deposits from clients. The company will use the satellite communications backbone for this purpose.

Mr Kamath said, driven by convergence, the barriers between various segments of financal services were crumbling and many delivery channels would compete for customers' attention. The loyalty to banking or financial institution was fading and customers were moving to those who provided best services and products, he added.

The biggest challenge for Indian business is ``change management''. For any change to succeed, there is a paradigm shift in the way the organsiation thinks and it is in this that my team at ICICI has been successful. The technology, Mr Kamath said, was changing at a pace that was not witnessed in the past.

Mr Kamath further added: "I think we in the banking and financial business would find it a big challenge to think of a ninety-day implementaion schedule on the technology front, re-inventing what we have done in 90 days.

Although the challenge is great, there is no backing off as this change will have to be embraced and adopted to ensure the organisation's survival.'' The rural network of Bank of Madura in southern India would help us in this expanding reach, ICICI genaral manager Kaplana Morparia said.