Our Strategy

Our objective is to develop a world-class organization focused on providing microfinance services to underserved, underprivileged populations throughout India.

The foundational objective of our business strategy is to:

succeed without sacrificing in any way our values or ethics, despite the difficulties that may entail,
keeping “Credit with Character” as our credit motto.


The other key elements of our business strategy are to:

  • # focus on reaching the underserved urban centers of North India and, over time, reach out to the rural areas as well;
  • # work towards building long-term relationships in favour of short term gains;
  • # constantly refine our standard processes to maximize our operational efficiency;
  • # effectively utilize technological developments to enhance productivity and control; and
  • # attract and retain talented, socially-motivated professionals.