MS Fincap is now a third generation run business whose foundations were laid by its forefathers. It is for the same reason that its credibility in the Rajasthan market overshadows its many other positives. Reshaping an unstructured business into a company with well modeled and diligent systems was a task taken on my Mr. Mukund and Shridhar Modi almost 5 years back when they started the non-banking financial company by the name MSFC. It now has 12 branches across Rajasthan.

In a highly competitive yet vast market, especially the finance world where the product is more or less the same, MSFC’s focus has been on finding the specific audience and providing them with the best possible service. From one side, the game seems to be all about the risk-appetite and sales but the underdogs in the journey are service quality and credibility. “Every customer, when it comes to money matters, wants to be sure and secure. Especially, the rural and semi-urban population with less understanding of financial terminology doesn’t want to feel cheated. One customer served well can bring you 10 more.” says Mukund.

Growing beyond secured lending, MSFC is now into 0 cost tuition fee lending across 4000 schools and colleges under its arm called EdCred. They’ve successfully disbursed over 22 crore in a year and attribute their success to a highly professional and technically run system with 0 tolerance for delays and frauds. Not to miss, the leaders’ attitude of constantly adapting to the changing financial scenarios flows down through the company of 100 people.

So, MS Fincap is a legacy business shaped and sculpted to achieve its goals. That’s why they’ve been using the same mug but drinking a different coffee everyday.