New Delhi, July 1 -- A new generation of borrowers is emerging in India's digital-first era. With access to information and freely available knowledge banks, borrowers are better informed about financial products, more comfortable with digital platforms, and more deliberate in their borrowing decisions.

While the lending industry has been driven by product availability and lenders' willingness to lend, the scale is shifting to a borrower-driven, demand-led lending. While access to credit remains important, borrower expectations have evolved significantly. This shift demands that lenders design their acquisition strategies aligned with customer expectations and proves just as important as any technological innovation shaping the industry ...