Ajay Ruia, a 1989 Batch Gold Medallist from Kousali Institute of Management Studies, Karnataka University, Dharwar has been an entrepreneur all his life. Hailing from an Agrawal Marwari family, business ran in the blood. In fact the 1st business trip he made was when he was 11 year old. He has brought to the industry a vast experience of more than 38 years. Marketing & Finance were his specializations in MBA & to be able to market financial products became a perfect marriage of his post graduate degree.  

SFS (founded in the year 2006) is the brain-child of adversity; one man’s adversity became the reason to create a system of crystal clear financial services that could bolster the retail lending market which at the time was a sleeping giant. A proprietorship firm that saw one man connect a bank to a loan applicant has manifested itself over the last 15 years into an integrated service rendered by a dedicated team who are the best at connecting a Loan applicant to his/her home.