Believing in people.
Believing in potential.
Believing that access to finance should be built around your life, not just your documents.
We are a Reserve Bank of India (RBI) registered Non-Banking Finance Company (NBFC), focused on providing secured Small Business Loans and Small Mortgage Loans to self-employed individuals, micro-entrepreneurs, and families across India.
For over two decades, we’ve walked alongside everyday people who power this country — helping them grow their businesses, improve their homes, and meet life’s big moments with dignity and confidence.
Our loans are backed by the security of your house property and assessed based on your cashflows, not just credit scores or formal employment.
Because we believe potential isn’t always printed on paper — but it can be seen in the effort, integrity, and aspirations of the people we serve.
We began with a simple, urgent question:
“Why should hardworking Indians be denied financial support just because they don’t fit into outdated systems?”
The flower vendor without a business plan.
The shop owner without audited balance sheets.
The gig worker without a salary slip.
The family without perfect paperwork.
Over the years, we’ve answered this question with action — by lending to people who were too often overlooked. We’ve helped them buy tools, renovate homes, invest in children’s education, recover from medical emergencies, and expand their enterprises.
From the tailor in a Tier 4 town to the tiffin service run from a small home kitchen — we’ve stood not just as lenders, but as partners.
Because when we say “we finance futures”, we mean real, visible, measurable change in the lives of those we serve.
To become India’s most trusted secured lending partner for self-employed and underbanked individuals — offering access to capital that is dignified, dependable, and truly inclusive.
To unlock opportunity and security by offering secured loans tailored to the unique needs of India’s grassroots economy — one family, one business, one loan at a time.
Everyone deserves a fair chance to grow — regardless of income, location, or paperwork.
We earn it through honest conversations, clear processes, and staying true to our word.
A loan is more than money — it’s a vote of confidence. We give people the means to take control of their future.
No hidden clauses. No confusing terms. We explain everything — and we stay with you after disbursal.
At the heart of Assets Finance is a leadership team that blends deep financial expertise with bold entrepreneurial vision. With decades of experience across finance, housing, and business operations, our team brings together wisdom, innovation, and a strong commitment to inclusive growth. Together, we are building a future where credit is accessible, responsible, and truly empowering.
A respected name in the world of finance, Mr. Vijay Singh Pincha brings over 45 years of deep financial expertise and visionary leadership to Assets Finance Private Limited. Under his guidance, the company has spent more than three decades pioneering inclusive financial solutions that have empowered individuals and small businesses alike.
Dynamic, forward-thinking, and deeply entrepreneurial, Priyank Pincha brings a multi-disciplinary edge to his role as Managing Director at Lifestyle Housing. With a diverse background spanning the capital markets, electrical sector, and real estate, he represents the next generation of business leadership — agile, strategic, and innovation-driven.
V. Gopalakrishnan is a seasoned Chartered Accountant with over 33 years of financial leadership experience, primarily gained through his distinguished tenure with the renowned $8 billion TVS Group — one of India’s most respected and diversified business conglomerates.
At Assets Finance, we believe that your home isn’t just where you live — it’s a foundation you’ve built, and one that can help unlock the future you deserve.
Let your home secure your goals. Let us secure your trust.
Apply for a secured loan today — and take your next step forward, confidently.
