About Us

SFS was started by Ajay Ruia in 2006 when a friend & classmate D Timmanagouda invited him to join for marketing of Loans. Ajay a 1989 Batch Gold Medallist from Kousali Institute of Management Studies, Karnatak University, Dharwar was an entrepreneur all his life.

Hailing from an Agrawal Marwadi family business was in the blood. In fact the 1st business trip was when he was 11 year old. He brings to the industry a vast experience of more than 38 years. Marketing & Finance were his specialisations in MBA & marketing of Financial products became his passion. Today SFS has a satisfied customer base of more than 5,000 customers and has disbursed loans in excess of Rs 1,500 Crores in the last 10 years. The strength of SFS is its customer & Builders With a dedicated team which includes separate team for handling part disbursements, separate team for fresh disbursements, separate for picking up documents & delivering DDs & a dedicated team of Executives who have an average of 8 years experience in the industry.

Today SFS offers a bouquet of services in Mortgage Loans which includes Home Loans, Loans Against property, Project Funding etc. We have created niche segments like Transfer of loans along with Top Up Enhancement of loans in the existing Banks, Rate Reduction & negotiation with the Banks on behalf of existing customers our forte.

The customers have an advantage that ours is a 24X7 solution company. Not only we work on all days , the team is also ready for a customer meeting at 6.00 AM in the morning or even at 10.00 PM in the evening if the customer so wishes.