Despite Financial Institutions aggressively pushing their products, urban lower middle class is deprived of adequate and timely access to finance. These 'missing middle' lie between traditionally bankable urban populations and ultra-poor populations targeted mainly by government and non-profit initiatives. Prashray has stepped in to fill the void by providing collateral free personal and income augmentation loans to individuals at very competitive rates for all non-consumption needs. The word 'Prashray' in Hindi means 'to provide support' and is a reflection of the organization's objective of helping individuals improve their financial circumstances. A full fledged core banking system supports our cashless model, our loan products are customized basis market research. Using technology and efficient operating model we are able to offer cheaper loans, complete door step service and loan disbursements in max 48 hours. Our model not only has proven commercial viability, we are also playing an important social role of financial inclusion of the urban poor.