Serving the under-served’, ‘Addressing the bottom of the pyramid’, ‘Inclusive financing’ are all phrases that have become common place in the corporate world today. Whether it is the Chit Fund business, Transport & Equipment Finance business, Consumer Finance business or even the huge deposit customer base of Shriram ,over 90% of the 10.2 million customers of the group come under the purview of the under-served.Chit Funds in 1974 and Transportation Finance in 1978 were all started in South India; Shriram Group’s business strategy of providing a competitive platform to capture the savings and borrowing wallets of the middle and lower income groups found immediate acceptance in the southern states and enabled the group to successfully establish itself in every nook and corner of South India. As Shriram became a household name in the four southern states, the group ventured into the other three regions through their transportation business where again the target market was the under-served owner-operator and customers of used vehicles. By institutionalising a direct connect with the end customer and by taking complete ownership of every key business process, the Shriram branch was not only in full control of the customer fulfillment process but was also in a unique position to establish a great and sustainable relationship with customer. This approach created a huge entry banner to most other players (both Indian & MNC’s) who made several futile attempts to enter the segment. The unique and well-executed business model attracted several investors, both strategic and portfolio, which enabled the transportation business of the group to grow by leaps and bounds.