Equitas Small Finance Bank redefines its brand positioning to ‘Beyond Banking’

Equitas Small Finance Bank is one of the largest small finance banks in India.

Equitas Small Finance Bank, one of India’s largest small finance banks repositions itself as an institution that believes in going, ‘Beyond Banking’ to positively influence the economic wellbeing for the deserving segments of the community.

Through the beyond banking, Equitas goes all out on its strategy of addressing the heart and mind of the people. The 7%* interest on Savings Account, no maintenance charges, free fund transfers, rewards etc., addresses the mind and the beyond banking initiatives, creating a better society together, addresses the heart. With Equitas, we make our customer feel good about the fact that the money they save with us work towards changing lives and building stronger communities. The bank invests 5% of net profit into our community through our social initiatives and lends to businesses that have a positive impact on people and society.


The journey of money and the positive change it makes to the community is beautifully captured in a video unveiled on the 5th Year Anniversary of the bank. To watch the video – https://youtu.be/X6K-2d1JJII

Equitas believes that by creating and returning value to our customers and their communities, one can create sustainable prosperity for all. Our association with sports- be it Chennai Super Kings or the recent announcement of our Brand Ambassadors, Smriti Mandhana (Vice Captain, of Indian Women’s Cricket Team) and Rani Rampal (Captain of Indian Women’s Hockey Team) is a strategy to build the brand, as it unites every Indian irrespective of diversity. We could draw parallels between what sports and we as a bank do, bringing people together, celebrating diversities. Having our logo positioning at the back of the helmet & Cap of the CSK is to reiterate the fact that we are a bank who is there behind every champion. With the word “Champion”, we mean not just the players, but every single person who is directly or indirectly associated with us, being a positive change maker.

Equitas Small Finance Bank has always been an active member of the community, making money work towards a positive change. Since inception as a microfinance institution in 2007, the company had enabled lives of millions of people through micro lending, now on its journey of 5 years as a bank it had strived to enable individuals, families, businesses, and communities in their aspirations with seamless banking and beyond banking initiatives.

Apart Beyond banking has helped millions of people by understanding their needs and touching their hearts in the form of rehabilitation for over 2,101 pavement dwellers, providing quality education to over 5,258 students, employment to over 1,99,493, skill training to over 5,63,260 women and health beneficiaries to over 63,70,516 people over the years.

“We often use the word Champion for Sporting personalities, but we miss out the champions we meet every day who passionately transformed their lives and people around. As a bank we been a support through our micro lending that had helped lakhs of people to transform their lives true to our campaign of The Bank Behind Every Champion” says, Vignesh Murali, Head of Marketing, Brand & Corporate Communications, Equitas Small Finance Bank

“When we realized the difference that money could make in people’s life, we felt the power of the collective good that we are spreading through our banking and beyond banking initiatives. An idea that was conceived with great passion, which is strongly embedded in the value system and emulated by each and every member of the Equitas family. Being there with Equitas right from inception, I am happy to see how the in-house team has grown to build all that you see. Here is an ode of love, respect, support and salutation in the form of our newly unveiled brand positioning which is aimed at touching the heart and soul of our customers, aspiring them to take a step towards making responsible choices and making a difference in lives of others,” Vignesh adds.

 About Equitas Small Finance Bank Limited [ESFB]

Equitas Small Finance Bank is one of the largest small finance banks in India. As a new-age bank, we offer a bouquet of products and services tailored to meet the needs of our customers – individuals with limited access to formal financing channels, as well as affluent and mass affluent, Small & Medium Enterprises (SMEs) and corporates. Our firmly entrenched strategy focuses on providing credit to the unbanked and underbanked micro and small entrepreneurs, developing products to address the growing aspirations at the ‘bottom of the pyramid’, fueled by granular deposits and ‘value for money’ banking relationships.