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OUR CUSTOMER-CENTRIC APPROACH
Our customers are our best brand advocates. We are on a journey with a singular commitment to delight the customer with our cutting-edge products and new industry benchmarks.
We continue to live up to our brand promise of helping dreams come true, and by providing our stakeholders with the opportunity of superior value creation consistently. With a focussed strategy combining digital investment, market expansion, and a deep commitment to customer needs, we are well-positioned to contribute meaningfully to the company’s sustained growth.
In today’s competitive housing finance environment, our customer proposition is being continuously strengthened through a range of housing loan products, personalised engagements & faster services.
KEY PILLARS OF OUR APPROACH INCLUDE
Reduced Turnaround Time (TAT) for faster loan approvals
We have streamlined our internal processes using technology and restructured the marketing operations to significantly reduce our loan processing and approval timelines to ensure quicker disbursement and enhance customer satisfaction.
Personalised Services
We are committed to delivering seamless customer experience through personalised services.
Flexible Eligibility Criteria
Understanding that a sizeable portion of our target market operates in the informal segment, we have introduced products which offer flexible eligibility norms. In a few of our housing loan products instead of solely relying on formal income documents, we assess borrowers based on their cash flow, business stability, and repayment capacity – enabling greater financial inclusion.
Competitive and balanced Interest Rate Strategy
We maintain market-relevant interest rates while safeguarding portfolio yields through periodic review and benchmarking of our Rate of Interest (ROI) and ensuring optimal spread over cost of funds, thereby protecting margins while remaining competitive.
SERVING A WIDER SPECTRUM OF HOME BUYERS
Our average loan ticket size currently ranges between ₹29 lakh and ₹30 lakh, reflecting a balanced portfolio that caters to both the affordable housing segment and mid-income borrowers. This positioning helps us serve a wider spectrum of homebuyers, while maintaining asset quality and portfolio stability.
We have built a strong national presence with operations spanning 27 states including Union Territories, covering major cities across urban and semi-urban India. During the year, we opened a new Regional Office in Bhubaneswar, which enhances our reach in the eastern region. Our brand-building efforts remain focussed on increasing visibility and trust across our markets.
GROWTH-ORIENTED STRATEGIES
- In line with our growth strategy, we have opened a new Regional Office in Bhubaneswar, strengthening our presence in the eastern region and enabling better customer reach and support across Odisha and surrounding areas
- Continued emphasis on serving the informal and self-employed segments through flexible assessment models
- We expanded our marketing network viz. Marketing Intermediaries, Connectors and Developer Connectors
- Technology investment to drive scale and efficiency
- As part of our commitment to digital transformation, we
launched the Lead
Squared application, a centralised lead management and conversion platform. This
system enables:
- Real-time lead tracking and allocation
- Auto-reminders and follow-ups for marketing teams
- Data-driven insights into lead performance, improving efficiency and conversion ratios
We are observing a clear shift in customer expectations and behaviour and adhering to the changing customer preferences.
Preference for Owned Homes
Post-pandemic, there has been a strong emotional and financial shift toward owning rather than renting homes, especially among younger working professionals.
Smaller Towns, Bigger Demand
Demand is increasingly coming from emerging cities and towns, driven by improved connectivity, reverse migration, and availability of affordable housing options.
Digital-First Approach
Today’s customers expect a seamless, tech-enabled experience – from loan application to disbursement and servicing. This is driving us to invest significantly in digital onboarding, paperless approvals, and AI-powered credit underwriting.
Customised Loan Products
Customers are now seeking flexible repayment options, faster turnaround time, and more transparency. Tailored products for self-employed individuals and women borrowers are gaining traction.
As a housing finance company, we are actively leveraging this opportunity in the following ways:
- Proactive Engagement with Developers and Project Monitoring: We are closely working with developers of delayed but fundamentally viable projects to restructure financing solutions, support last-mile funding, and accelerate completion. Improved market liquidity and end-user demand make it more viable to revive these projects and enhance recovery prospects.
- Focus on Last-Mile Financing: Given that many stalled projects were primarily delayed due to lack of final-stage funding, we are selectively deploying capital into last-mile financing with strong security cover and cash flow visibility. This allows us to support completion while ensuring risk-adjusted returns.
- Portfolio Consolidation and Recovery Optimisation: Improved housing demand allows for better asset resolution and recovery on previously non-performing or restructured exposures. We are strategically monetising collaterals, facilitating unit sales, and working with ARC partners and co-lenders to exit or regularise distressed exposures.
- Risk-Calibrated New Lending: We are expanding our project lending cautiously to well-capitalised developers with good track records, focussing on projects with demonstrated customer traction and pre-sales. The current real estate cycle supports such calibrated expansion with lower credit risk.
- Supporting Homebuyers in Revived Projects: Wherever project progress resumes, we also re-engage with end-users through home loan offerings for completed or near-completion units, thereby enabling customer acquisition while improving disbursement efficiency.
