Many small businesses have big ideas and the drive to grow, but they often face a major hurdle when financial support does not arrive on time.
Delays in funds, confusing paperwork, or unclear answers can disrupt cash flow, slow down daily operations, and leave business owners stressed and uncertain. What businesses truly need is support that is fast, simple, and reliable. When funding is quick and decisions are clear, owners can focus on running and growing their business with confidence.
Vijendra Singh Shekhawat, CEO and Director of Choice Finserv Pvt Ltd., is at the forefront of solving this challenge. He leads the company in providing fast, transparent, and dependable credit to MSMEs, especially those in rural and semi-urban areas who often struggle to access timely funding from traditional banks. He guides the company’s strategy, drives the creation of customer-friendly lending solutions, and ensures that teams stay closely connected to the needs of business owners.
By introducing efficient processes, risk assessments, and digital tools like the Choice Money mobile app, he has made it easier for businesses to access working capital, seize opportunities, and manage operations smoothly. His focus on clear communication, speed, and reliability has helped strengthen business confidence and growth.
This impact is further validated by his recognition by Forbes India in 2020 as a Great People Manager, reflecting his ability to combine strong leadership with practical, customer-focused solutions and reinforcing trust in his work and the company’s mission.
Helping Rural and Semi-Urban Businesses
Choice Finserv is the lending-focused subsidiary of Choice International Limited, a diversified financial services company based in Mumbai. Founded in 1993, Choice International has grown steadily over more than three decades and is listed on both the NSE and BSE.Â
The company offers a wide range of services, including:
- Equity and commodity broking
- Investment and trading services
- Wealth management
- Insurance and mutual fund distribution
- Corporate advisory
- Lending through its NBFC operations
- Govt. Advisory ServicesÂ
Regulated by SEBI, RBI, and IRDAI, and connected with major exchanges and depositories, Choice International ensures transparency and trust. Serving clients from individual investors to large institutions and MSMEs, the company combines deep knowledge of Indian markets with a strong physical and digital presence.
By linking this trusted foundation with fast and practical lending solutions, Choice Finserv helps MSMEs:
- Manage operations smoothly
- Access funds quickly
- Grow steadily
- Build confidence among business owners
Choice Finserv began its lending journey in early 2018 with margin funding products and gradually expanded its presence in financial services. After the COVID period, the focus shifted toward retail lending, prioritizing underserved and underbanked segments across India. The main goal has been to support MSMEs and green energy inclusion, especially in rural and semi-urban areas, who often face challenges accessing formal credit from banks or large NBFCs.
Building a Strong Foundation
A key moment in Vijendra Singh Shekhawat’s leadership came from understanding the real challenges of lending. He realized that lending should never be rushed and that building a strong, stable foundation is essential before pursuing growth.
Over time, he also learned the importance of staying connected to his team. Since lending depends heavily on teamwork, especially on the ground, where employees interact with customers and manage collections, being aware of these day-to-day realities has shaped his leadership style.
Fast and Clear Lending for MSMEs
Before starting its retail lending business, Choice Finserv Leadership Team met with nearly 500 MSMEs across India to understand their credit challenges. One major problem stood out: delays. Many small businesses need funds urgently, but traditional lending systems often take 15 to 25 days to give a decision. By the time approval comes, opportunities can be lost, affecting cash flow, daily operations, and growth.
To address this, Choice Finserv created a faster and simpler lending process. Customers provide only minimal information through a mobile app, while additional data is collected automatically through system integrations. This allows the company to give a clear yes or no decision within just 30 minutes.
Eligible customers can proceed immediately, while those who are not eligible receive a clear response so they can explore other options without waiting. This fast and reliable approach has become a key strength, helping MSMEs access funds exactly when they need them.
Your Branch on Your Phone
One of the key initiatives reflecting Vijendra Singh Shekhawat’s commitment to customers is the in-house developed Choice Money mobile app.Â
The app makes financial services simple and convenient by allowing customers to:
- Track loan applications in real time
- Raise service requests or complaints
- Download statements easily
- Request foreclosure details quickly
- Access most services without visiting a branch
The company also uses advanced analytics, including customer behavior, bank statements, and GST data, to improve efficiency and make collections smoother.
Expanding Reach
Choice Finserv has actively pursued partnerships and acquisitions to support its growth and future plans. Since beginning its retail lending business in 2022, the company has acquired an NBFC and a business correspondent partnership, based in Jaipur. The leadership believes that strong collaborations are key in the financial sector and continues to explore new strategic partnerships and acquisitions that align with the company’s long-term goals.
Smarter Lending
Choice Finserv relies heavily on technology to make its operations faster and more efficient. The company uses over 50 data integrations to handle KYC, AML, and other compliance checks in a single system. AI and machine learning help assess customer behavior, like payment patterns and financial habits, to make fair and accurate lending decisions.
Technology is also used in customer service and collections, allowing the company to understand cash flow, banking habits, and digital payments, so it can meet customer needs while keeping strong control over credit quality.
Projections for the FY 2026–27 Fiscal Year
In 2026, financial services in India are being shaped by the country’s push toward a $5 trillion economy and the growing digital financial infrastructure, including Aadhaar, UPI, and Jan Dhan accounts. These trends are bringing more people and businesses into the formal banking and credit system, creating new opportunities in the BFSI sector.
Choice Finserv is preparing by focusing on MSME lending and leveraging its strong foundation to meet the increasing demand for credit. Along with it the Govt is pushing very hard on Solar System Installation, govt. India has announced various subsidy schemes to promote Solar Energy. In FY 2026, Choice is going one level ahead in starting Solar Finance to Individual, MSME’s, CHS, Solar Park etc. to support govt initiatives toward energy inclusion. This positions the company for growth, making FY 2026–27 a promising year in terms of business expansion and financial services development.
Advice For Aspiring Leaders And Entrepreneurs
Vijendra Singh Shekhawat advises aspiring leaders and entrepreneurs in financial services to focus on patience and discipline. He says every successful organization starts with a strong foundation, which means setting up the right processes, building the right team, and understanding the market well. Growth should come slowly and steadily once the basics are in place, helping the business succeed in a stable and sustainable way.
Vijendra Singh Shekhawat’s 5 Powerful Business Mantras
- Speed and Simplicity: Make processes fast, clear, and easy so businesses can act without delays.
- Strong Foundation: Focus on stable systems, capable teams, and clear strategies before growth.
- Customer Focus: Understand real challenges and stay connected to clients and employees.
- Smart Technology: Use digital tools and data to streamline operations and improve service.
- Trust and Transparency: Communicate clearly and reliably to build confidence and lasting relationships.
