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// about us
We're SahiSujhav. We work for the borrower — and only for the borrower.
An independent toolkit for India's digital borrowers. Built by people who've been on the wrong side of a loan app. Free, forever.
// why we exist
Why we exist
As of March 2026, India's total retail loan portfolio stood at ₹170.2 lakh crore, up 16.6% year-on-year — with consumption lending alone at ₹118.6 lakh crore, growing 15.3% YoY (Source: CRIF High Mark, How India Lends — March 2026).
Retail loan portfolio (Mar 2026)
₹170.2 L Cr
YoY growth, retail
16.6%
Personal loans outstanding
₹16.5 L Cr
Active personal loan accounts
1,224 lakh
- ₹16.5 lakh crore in personal loans across 1,224 lakh active accounts — and personal loan portfolio outstanding grew 12.9% YoY.
- In Q4 FY26 alone, NBFCs originated ~91% of personal loan volumes but only ~40% of value — meaning the average small-ticket borrower is overwhelmingly serviced by NBFCs and NBFC-backed fintech apps, often at terms they don't fully understand before signing.
- The sub-₹1 lakh personal loan segment accounts for ~88–90% of all new personal loans by volume — and carries the highest delinquency of any ticket-size band (PAR 31-90 at 2.04%, PAR 91-180 at 2.27% as of March 2026).
- Personal loans in BR, WB and UP are growing fastest YoY (17.6%, 13.6%, 16.2%) — and these are also the geographies where borrower-side awareness about RBI rules, true APR, and recovery rights is weakest.
That's the gap.
A "₹500 fee on a ₹10,000 loan" routinely computes to a true APR of 100–300%. Recovery agents call families at 11 PM. Settlements that feel like wins quietly tag a CIBIL score with a "Settled" stamp for the next seven years. Most borrowers don't know that RBI Sachet exists. Most don't know that under the RBI Master Direction on Digital Lending (September 2022), they have eight specific rights that every regulated lender is legally required to honour.
We started SahiSujhav because nobody else in India was telling borrowers the full math, in their language, before the loan was taken — and nobody was helping them after the harassment started.
We built the tools we wished existed when we needed them.
// what's on this site
What's actually on this site
Eight working things. None of them paywalled. None of them collect more data than the math requires. None of them upsell a loan.
Harassment Toolkit
Upload screenshots or call logs. We map what happened to the specific RBI Fair Practices Code section that was violated, and draft a starting complaint for RBI Sachet, the National Consumer Helpline, or the Cyber Crime Portal — anonymously, encrypted in transit, auto-purged in 30 days.
// what we're not
How we're different from every other "lending platform" in India
This is the question that matters. Here's the short answer.
We are not a lender.
We do not originate loans. We do not hold an NBFC license. We do not have a balance sheet to defend.
We are not a lead generator.
Most "comparison" sites in India earn commission for every loan they refer. Their incentive is to send you to a lender. Ours is the opposite — we exist to make sure the loan you're considering is actually a good one for you.
We do not take referral commissions.
From any lender. Ever. This is structural, not aspirational. It's in our Disclosures and it's why we can publish a 🚫 Avoid verdict on an app that another platform would funnel you into.
We are not anonymous.
Every review is signed. Every guide names the writer and the reviewer. Our editorial methodology is public. Our right-of-reply protocol is documented.
We are not the law.
We are not lawyers, we are not the RBI, we are not a substitute for a registered advocate or a financial advisor. We point you to the math, the rules, and the official channels — and we tell you when you're past the limit of what we can help with.
// the data
What the data tells us — and why it matters to you
Beyond personal loans, the March 2026 retail credit picture shows:
50.4%
Gold loans YoY
20.8%
Consumer durables YoY
6.9%
Credit card PAR 180+
2.14%
PSU PL PAR 31-90
- Gold loans grew 50.4% YoY to ₹18.6 lakh crore — the fastest-growing retail segment, now the second-largest after home loans. Many borrowers reach for gold loans when payday/personal loans become unaffordable.
- Consumer durable loans grew 20.8% YoY — increasingly the first formal credit a young Indian takes, often via NBFC-led BNPL at retail counters with KFS disclosures most people never read.
- Credit card outstandings stayed flat YoY (₹3.4 lakh crore) with negative QoQ growth — RBI's tightening of unsecured-credit norms is taking effect, but the PAR 180+ for credit cards is still 6.9%, meaning ~1 in 14 outstanding card rupees is in deep delinquency.
- Personal loans (PSU Banks) saw early-stage delinquency rise to 2.14% PAR 31-90 in March 2026, reversing the improvement seen in December 2025.
All figures: CRIF High Mark, How India Lends — March 2026.
What this means for you:
- If you're considering a loan, the product mix matters more than the brand. Read the App Reviews.
- If you're in the sub-₹1 lakh segment — where ~90% of new personal loans live — you're statistically in the highest-delinquency band. Run the EMI Truth Calculator before you sign.
- If you've already missed payments, the difference between paying in full and settling changes your CIBIL trajectory for seven years. See CIBIL Recovery Plan.
// business model
How we make money
Right now: we don't.
We're a public-beta product funded by the founders and operating on roughly 12 months of runway. We are explicit about this on the Transparency page.
When we do monetize, we will commit to three things:
- The borrower-side tools (calculator, harassment toolkit, CIBIL recovery, HeyZ, app reviews) will remain free for borrowers, forever.
- We will not introduce affiliate commissions on the 🚫 Avoid or ⚠️ Caution tier of any app review. Period.
- Every monetization choice will be disclosed publicly the day it goes live.
The likely paths are an optional borrower subscription (SahiSujhav+) for advanced tools, B2B licensing of our compliance data to NBFCs and regulators, and grants from consumer-rights foundations. Not affiliate revenue from predatory lenders.
Founder note: If you've used a loan app in the last three years and something didn't feel right — the math, the calls, the contacts they had no business accessing — write to me directly at hello@sahisujhav.in. I read every email. We started this because we ran into one of those moments ourselves. We'd rather build the thing that catches the next person.
// commitments
Our commitments — the ones we're staking the company on
We will
Keep every borrower-side tool free for life
We will never
Sell borrower data to anyone, for any reason
We will
Cite the underlying RBI / DPDP / BNS source on every regulatory claim
We will never
Take a referral commission from a 🚫 Avoid or ⚠️ Caution app
We will
Name a real human reviewer on every app review
We will never
Publish anonymously — every guide has a writer and a reviewer
We will
Document right-of-reply outreach to every lender we review
We will never
Use dark patterns, urgency timers, or fake counters
We will
Publish a transparency report at least annually
We will never
Promise outcomes we can't deliver ("CIBIL boost in 7 days")
We will
Auto-purge user uploads in 30 days
We will never
Retain harassment evidence longer than we need it
We will
Publish a security incident within 72 hours, if one ever occurs
We will never
Hide affiliate relationships when we introduce them
These aren't aspirations. They're operating commitments. The day we break one, we tell you.
// what we're asking of you
What we're asking of you
If you're a borrower
Read the True APR Calculator before you tap "Apply" on any loan app. It takes 30 seconds. It may save you ₹40,000.
If you've been harassed
Start with the Harassment Toolkit. It walks you through your RBI rights and drafts the right complaint. If you're in emotional distress, please call iCall: 9152987821. No loan is worth your safety.
If you're a lender named in our reviews
We invite your right of reply on every review. Email hello@sahisujhav.in with the page URL and your written response. We publish responses verbatim within reasonable length, alongside any factual corrections.
Borrow smart. Borrow informed. Aur agar already phas gaye ho — tum akele nahi ho.
Sahi sujhav, sahi waqt pe.