PUNE: India Mortgage Guarantee Corporation (IMGC), India’s first mortgage guarantee company, has announced a strategic partnership with Bajaj Housing Finance Limited (BHFL), India’s largest non-deposit taking HFC, offering the full suite of mortgage products to expand responsible access to home loans for underserved and first-time homebuyers across India.

The collaboration combines IMGC’s expertise in credit risk protection with BHFL’s strong distribution and last-mile lending capabilities to extend formal housing finance to borrowers often excluded due to limited credit histories or informal income profiles.

India’s affordable housing segment continues to face a sizeable credit gap, particularly among self-employed individuals and informal workers. Through this partnership, Bajaj Housing Finance will leverage mortgage guarantee-backed solutions to expand access to home loans — including through Sambhav Loans, its affordable housing offering designed specifically for customers with informal income profiles or limited credit history — while maintaining the risk discipline that underpins responsible lending. The partnership will also enable IMGC to deepen its presence in the affordable housing space, supporting the development of a more inclusive housing finance ecosystem and helping bridge the significant housing credit gap across India.

Speaking on the partnership, Mahesh Misra, MD and CEO, IMGC, said: “This partnership with Bajaj Housing Finance is a step forward in expanding access to housing finance for underserved segments. Mortgage guarantees play a key role in enabling lenders to extend credit with confidence, while maintaining strong risk discipline. With mortgage penetration in India still relatively low compared to global benchmarks, the opportunity to scale responsible lending remains significant, and risk-sharing solutions like mortgage guarantees are critical to unlocking it responsibly.”

India’s total outstanding housing credit stood at ₹43 trillion as of February 2026, yet mortgage penetration remains low at around 11-12% of GDP — compared with over 50% in several developed markets, highlighting the significant opportunity to deepen housing finance access across the country. EY estimates a 25% CAGR in India’s affordable housing segment between 2022 and 2027, with ten states, including Maharashtra, Karnataka, and Uttar Pradesh, accounting for over three-quarters of national demand.

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MUMBAI: Capri Global Capital Ltd (Capri Loans), a leading non-banking financial company, has launched its new brand campaign #TarrakiKeHaath — a tribute to those hands that work tirelessly and whose silent efforts propel Bharat’s growth story. Featuring unsung everyday professionals like kirana shop owners, taxi drivers, dhaba owners, tailors, and carpenters, the campaign also reinforces Capri Loans’ commitment to deliver credit at the grassroots, empowering self-employed individuals and small businesses across the country. The campaign’s storyboard is created by Rediffusion Brand Solutions, Mumbai.

The multi-state campaign aims to build long-term brand equity and deepen emotional resonance with audiences in both urban and semi-urban regions. Brought to life through a compelling storyboard by Rediffusion, it features powerful visuals that focus on the hands of hardworking individuals, symbolizing determination, dignity, and aspiration. The narrative is elevated by the presence of brand ambassador and acclaimed actor Pankaj Tripathi, whose grounded delivery brings authenticity, warmth, and emotional depth to the campaign’s message.

“At Capri Loans, we don’t just finance livelihoods — we fuel aspirations,” said Nishant Gehlot, Head Marketing, Capri Loans. “Capri Loans is committed to democratizing credit and bringing financial services to those who have long been underserved. #TarrakiKeHaath is a tribute to individuals whose contribution to the economy is vital yet often overlooked. This campaign reflects our brand’s ethos of inclusivity, access, and trust — values we live by in our journey to empower every Indian hand that dreams of growth. Pankaj Tripathi has been our brand ambassador for 3 years now, and his association not only lends more relatability to the narrative, but also strengthens the brand’s connection with our audience.”

Echoing the sentiment, Pramod Sharma, National Creative Director, Rediffusion Brand solutions, added, “The idea for #TarrakiKeHaath emerged from what we see around us every day—millions of Indians working with quiet dignity and extraordinary resilience. The creative expression focuses on their hands, which bear the mark of both toil and hope. Capri Loans’ vision to empower this segment gave us the perfect canvas to tell these stories with emotional truth and impact.”

Adding further, Asheesh Malhotra, Executive Director, Rediffusion Brand Solutions, says: “At Rediffusion, our strategy for #TarrakiKeHaath was rooted in creating an emotional connection with Capri Loans’ core audience—unsung professionals driving Bharat’s growth. By focusing on their hands, we symbolized both their resilience and aspirations. This campaign is designed to deepen Capri Loans’ brand equity, especially in urban and semi-urban markets, while reinforcing its commitment to democratizing credit. Through authentic storytelling and powerful visuals, we have positioned Capri Loans as a true enabler of growth and dreams for India’s hardworking individuals.”

The campaign will be backed by a robust 360-degree media rollout. Strategic placements across relevant high visibility mediums and key digital touchpoints will ensure visibility in Capri Loans’ core markets. The media plan is designed to drive both awareness and emotional connect, combining mass reach through television and print with sharp targeting on digital platforms to build sustained engagement and recall.

As Capri Loans continues to expand its geographical footprint, the campaign is poised to play a pivotal role in building a strong and loyal customer base across key lending verticals, including MSME Loans, gold loans, and affordable housing.

The company is also investing in advanced technology, Data Science, and AI enabled financial solutions for better accessibility to a wider audience — ensuring that no deserving hand is left behind. With a growing network of over 1,100 branches and more than 7.2 lakh customer accounts across Bharat, Capri Loans is well-positioned to become a trusted financial partner for India’s aspiring and hardworking population — one hand at a time.

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