Keertana is a new generation Inclusive and Rural focused financial Institution that leverages cutting edge technology to enable access of credit in a hassle free, affordable and at convenience to its customers. Promoter Ms. Padmaja Reddy and her founding team members bring with them over 100+ years of collective experience in the small business lending. Ms. Reddy after having spent over 2 decades in building one of India’s leading Microfinance Institution, Spandana Sphoorty Financial Limited, parted ways to focus on evolving enterprise business segment whose credit demand is largely unmet. This segment is traditionally un-served by banks, underserved by NBFCs, and beyond the serviceable limits of NBFC-MFIs. The focus areas chosen were Gold Loans, Micro Enterprise lending both secured and unsecured to start with.

The idea for Keertana was born in November 2021, prompting the promoter to acquire the established NBFC, Rajshree Tracom Private Limited, registered in 2001. Subsequently, Keertana acquired approximately Rs. 215 crore worth of Gold Loan portfolios and Micro-Enterprise portfolios from Spandana Mutual Benefit Trust (SMBT) & Spandana Rural and Urban Development Organization (SRUDO). Following approvals from regulatory authorities, Rajshree Tracom's name was changed to Keertana Finserv Private Limited.