Q] What was the inspiration and thought process behind ‘Badho Behisaab’ campaign and how does it align with Godrej’s values?
The pre-festive season is typically an ideal time to launch a campaign, as many business owners seek funding to invest and capitalise on upcoming business opportunities. This insight shaped the ethos of Godrej Life’s ‘Badho Behisaab’ campaign, focusing on enabling limitless growth. Customers consistently express a desire to grow, and the campaign’s tagline stems from this universal aspiration. The phrase ‘Badho Behisaab,’ in Hindi, emphasises boundless progress, perfectly capturing the essence of limitless opportunities and growth that Godrej Capital aims to empower.
Q] How is this campaign ‘Badho Behisaab’ doing in terms of customer engagement and helping MSMEs?
The campaign is performing exceptionally well, meeting its objectives and effectively reaching the intended audience. It’s been highly successful in creating awareness, particularly among SMEs, about the benefits of securing financing. The core message emphasises the advantage of obtaining finance early, to fund orders and necessary preparations, ensuring smooth business operations during high-demand periods. By enabling customers to access funding ahead of time, it allows them to focus on growing their business without last-minute financial stress. As they say, money always helps, especially when strategically timed.
Q] How does Godrej tailor its financial solutions, such as Flexi Loans, to meet the specific needs of rural MSMEs and provide effective financial support?
There are two key aspects to address. First, MSMEs often require cash flow flexibility for situations like managing large orders or unexpected expenses. Traditional loan processes can be cumbersome when repeated frequently. To address this, Flexi Funds was introduced—a credit line that allows businesses to withdraw funds as needed, repay when they can, and pause interest charges when not in use. This system supports efficient cash flow management, saving money, and providing much-needed financial flexibility for MSMEs.
Second, in rural MSME markets, financial literacy is a hurdle. Many are unaware of such products and their benefits. While not fully established in rural areas, efforts are underway to educate and inform these businesses about solutions like Flexi Funds. This knowledge helps rural MSMEs manage cash flows more effectively, save costs, and boost profitability.
Q] Could you give me an overview of the marketing mix and budget allocation?
Our marketing mix adopts a 360-degree approach, balancing both offline and digital channels. For the ‘Badho Behisaab’ campaign, the budget is evenly split—50% allocated to digital marketing, focusing on core digital techniques, and 50% to offline activities. This includes branding across 25–30 cities, with 5,000 cabs featuring the campaign messaging to enhance visibility. This balanced distribution ensures comprehensive reach across diverse consumer segments. We maintain this 50-50 mix unless significant shifts in audience behaviour suggest the need for an adjustment.
Q] There are reports that Godrej capital is foraying into the affordable housing market. How would you position yourself in a market where there are already established players present?
Four years ago, the NBFC (Non-Banking Financial Company) space appeared highly saturated, yet we successfully established ourselves. Today, with 15,000 AEM (Asset and Enterprise Management) professionals, we are one of the fastest-growing NBFCs and HFCs (Housing Finance Company) in India. As for affordable housing, while I cannot disclose specific strategies at this stage, we are preparing to enter the market soon—likely around the next financial year.
Why are we confident? Our past success demonstrates that, even as the 40th or 50th player in the NBFC space, we were able to carve out a niche. There is significant room for growth in the expansive affordable housing sector, particularly beyond metro areas. Moreover, the Godrej brand commands respect and trust, providing us with a unique advantage as we step into this promising segment.
Q] Demographically speaking, which are the growth drivers for Godrej Capital in India?
We operate in three primary segments: home loans, affordable housing (which we’re entering soon), and MSME loans, both secured and unsecured. Each of these sectors caters to distinct demographics and growth drivers. From an economic perspective, our focus is on MSME financing, given its pivotal role in India’s economy. MSMEs contribute 30% to GDP and account for 45% of exports.
We’ve strategically placed our bets on the MSME sector, which is why our last three campaigns have targeted this audience. This focus aligns with India’s robust economic growth and the strong government backing for MSMEs through various schemes. These factors create significant tailwinds for the sector, supporting businesses with initiatives that enhance their potential. As a result, we are aggressively expanding our offerings in business loans and loans against property, positioning ourselves to drive and support growth in this vital segment.
Q] What is the company’s future focus and outlook?
Our vision is to establish ourselves as the preferred lender for MSMEs in India. For the coming year, our goal is to achieve an AUM (Assets Under Management) of
INR 17,000 crores, scaling to INR 50,000 crores over the next three to four years. This growth strategy involves continuing to focus on credit segments with substantial expansion potential. MSME lending remains a core area, with a balanced push for both secured and unsecured loans. Additionally, we are entering the affordable housing segment, which caters to both SMEs and salaried individuals. This diversification aligns with our broader goal of tapping into sectors with significant room for growth. While future launches will evolve based on market needs, these targets and strategic segments form the foundation of our long-term growth plan.
Q] What are some of the upcoming interesting campaigns that we need to look out for?
While I can’t reveal all the details yet, we’re excited to announce that this financial year, we are introducing a unique proposition specifically designed for women. This initiative reflects our commitment to fostering diversity not just within our organisation but externally as well, by addressing the unique needs of women from a BFSI perspective. The aim is to go beyond conventional measures, like offering marginally lower interest rates or small incentives. We’re crafting a product that truly adds value and empowers women entrepreneurs and professionals. The proposition will roll out with a dedicated campaign, expected in the fourth quarter of this financial year. Stay tuned for more details as we finalise and launch this innovative initiative.
PROFILE
Nalin Jain boasts nearly 18 years of work experience in the Financial Services Industry, across leadership roles in large and diverse organisations. He has worked across banking, insurance & NBFC sectors in both assets and liabilities divisions. At Godrej Capital, Nalin heads Operations, Customer Experience, Marketing, Service Delivery and Digital Assets in his capacity as Chief Marketing Officer.
ABOUT THE BRAND
Godrej Capital, a subsidiary of the Godrej Group, is a dynamic player in the financial services sector, committed to empowering individuals and businesses with innovative financial solutions. With a strong foundation of trust and legacy, Godrej Capital offers a range of tailored offerings, including home loans, business loans, and loans against property, designed to meet diverse financial needs.
FACTS
Creative Agency: Publicis India
PR Agency: Adfactors PR
BTL/ Activation: Transit media
