Audience
Who you're writing for. Same audience definitions apply regardless of format.
First-time BorrowerActiveWorkspace
Age
22–30
Income
₹3–6 LPA
Life Stage
Early Career
Tone
Reassuring and trustworthy
Tier 1Tier 2First major purchaseWedding expensesEducation fees
Aspirational UpgraderActiveWorkspace
Age
28–40
Income
₹8–20 LPA
Life Stage
Mid-Career
Tone
Aspirational and empowering
MetroTier 1Lifestyle upgradeNew phone launchBonus season
Value SeekerActiveWorkspace
Age
30–50
Income
₹5–12 LPA
Life Stage
Mid-Career
Tone
Simple and direct
Pan-IndiaPrice dropFestive offersComparison shopping