SAO PAULO--Brazilian bank Itau Unibanco Holding SA (ITUB, ITUB3.BR) said Tuesday it has agreed to buy the local consumer finance unit of Citigroup Inc. (C) for 2.77 billion Brazilian reais ($1.38 billion), the latest move in Citigroup's global strategy to shed businesses where the U.S. bank doesn't have enough scale to compete.

Itau, Brazil's largest private-sector bank, said it has agreed to buy assets that use the Credicard brand, which had total loans outstanding of BRL7.3 billion and 4.8 million cards issued.

The deal, which is subject to approval by regulatory authorities, is a sign of further consolidation in the competitive banking market in Latin America's largest economy.

The Brazilian banking industry is highly concentrated in the hands of strong local players, including the two main private-sector banks, Itau and Banco Bradesco SA (BBD, BBDO, BBDC4.B4), and two government-owned banks, Banco do Brasil SA (BDORY, BBAS3.BR) and Caixa Economica Federal. Those four banks hold almost 70% of the financial system's assets, compared with Citi's 1% share.

Citigroup said in a separate press release that it expects to book a $300 million after-tax gain from the sale. Citibank's retail branch network won't be affected by this transaction, the U.S. bank added.

Citibank has 128 bank branches across the country, according to central-bank figures. By comparison, Brazil's five biggest banks have more than 2,500 branches altogether.

Lending in Brazil has more than doubled over the last decade, amid strong economic growth, falling unemployment and rising salaries. Although the pace of growth has slowed over the last two years, bank executives expect lending to grow a solid 15% this year in a market where Citigroup just had a marginal presence.

Under new chief executive officer Michael Corbat, Citigroup has sharpened its focus on affluent customers in only the largest metropolitan markets around the world. In December, the bank said it would exit the consumer businesses in Uruguay, Turkey, Romania and Pakistan. It has sold consumer operations in Germany, Scandinavia, among other locations in recent years.

Write to Rogerio Jelmayer and Matthew Cowley at rogerio.jelmayer@wsj.com and matthew.cowley@wsj.com

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