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.










We aspire to be a leading Non-Banking Finance Company offering range of financial products and services to low and middle-income households to improve their income and standard of living. Keertana endeavours to deliver quality services to its clients and remunerative returns to its stakeholders by maintaining highest levels of transparency and integrity. .


We envision to become the most preferred financial intermediary for the underserved segments of the society, providing various products and services meeting diverse requirements of the targeted clientele.


Build layers of leadership to sustain growth and quality. Maintain high corporate governance standards Preserve Organizational values, efficiency and ethics. Adapt to the fast changing technological advancements and have world class IT backing the business.



Perform all activities and tasks with professionalism and enthusiasm in order to provide highest levels of customer satisfaction with optimal efficiency.


Persevere to innovate the business processes, products and services in the best interest of clients.


Maintain simplicity and clarity in all the activities and operations to establish high standard of fairness.


Maintain high standards of conduct, truthfulness and honesty in all dealings, in order to honour the commitment made to our clients and organization


Keertana aspires to become a leading NBFC by offering a comprehensive range of financial products across the lifecycle of borrowers. From the initial stages of building financial stability with Micro Enterprise Loans (MEL) to addressing immediate needs with Gold Loans during emergencies, and finally, realizing long-term aspirations with Loan Against Property or Home Loans, our diverse range of lending products is strategically designed to accompany customers every step of the way. Whether the customer is from marginalized strata of society seeking a foothold, a budding entrepreneur in need of capital, someone navigating through tough times requiring urgent financial support, an aspiring homeowner, or a business owner looking for growth opportunities, Keertana offers the product as per the need of the customer.

Gold Loans

  • Secured loans against gold ornaments
  • Minimum ticket size of Rs.1K
  • Ornaments must be a minimum of 18 carats
  • Tenure varies from 3 - 12 months

Micro Enterprise Loans (JLG)

  • Given to women with group guarantee
  • Unsecured loans upto Rs.1L
  • Tailored for income generation
  • Tenure varies from 12 - 24 months

Housing Loans

  • Affordable housing finance solutions
  • Average ticket size from Rs.3L - 10L
  • Minimum monthly income should be Rs.20K
  • Tenure varies from 3 - 12 years

Loan Against Property

  • Access to individuals having informal income
  • Secured loans for personal & business use
  • Average ticket size from Rs.3L - 10L
  • Flexible repayment period from 3 - 12 years

MSME Loans

  • Unsecured loans to individuals or businesses
  • Meet personal or business financial needs
  • Tenure varies from 12 - 24 months
  • Fixed rate of interest

Personal Loans

  • Unsecured loans to existing borrowers
  • Fulfil short-term fund requirements
  • Tenure varies from 3 - 12 months
  • Maximum loan upto Rs.5L

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