Paper Details

Name: A.Sivakumar, K. Ajay
Country: India

Year: 2026
Volume: Volume No: 13, Issue: 1, Year: 2026
Page Number: 282-290
DOI: https://doi.org/10.5281/zenodo.20641463

Microfinance Institutions (MFIs) are very important in enhancing financial inclusion in India through offering credit and financial services to the low-income and marginalized groups. In order to carry on their activities and increase their outreach, MFIs implement various marketing practices in raising funds and efficient delivery of credit. The article will discuss the MFIs strategies used in India to mobilize finances and provide them with effective distribution of credits. It identifies institutional branding, relationship marketing, online outreach, partnership, model, and customer-oriented product design as major measures that will lead to growth and sustainability in the microfinance industry. To objective of the study is to identify the perception about marketing strategies of Microfinance Institutions among respondents belonging to different age groups. The study is based on primary data collected from 150 respondents using a structured questionnaire. The respondents were selected through the convenience sampling method, considering their accessibility and willingness to participate. The questionnaire was designed to measure respondents’ perception regarding various marketing strategies of Microfinance Institutions, such as financial literacy campaigns, digital and mobile banking promotion, product diversification, and strategic partnerships. The findings revealed that perceptions regarding strategic partnerships and institutional funding networks also remain consistent among respondents of different ages. This may reflect a general confidence in the institutional strength and sustainability of MFIs.