How Amul has set standards in Indian advertising

Amul-The Taste of India has won hearts of a million populations all over the world. The dairy company has maintained a comprehensive goodwill all over the marketplace. It is now recognized as a brand in the FMCG product making milk and milk products. But how did Amul successfully capture the market is the most important question. To come into the glimpse of million people at a time, Amul had started advertising for its product. As we know, it is far more effective to develop a crisp and eloquent advertising so that it appeals well to the audience.


While the company commenced its work in 1957, the advertisement started after a decade, around 1966. To grab viewers’ attention, the ‘utterly-butterly’ Amul girl is an icon to the company right from 1966-67.

The artist who drew a handmade cartoon character in polka dots is Eustace Fernandes. The young chubby girl with blue hair and half ponytail won million people’s heart. She is the reason why polka dots are never out of India, maybe. She still wins hearts of people every day, and so in 2013, she became the focus of a book titled Amul’s India-India as viewed through the character’s eyes.


Talking about the brand and brand strategy followed by Amul, the company has established various advertisements that are consistent, selecting an up-to-the-minute topic and making an advertisement about it. It is relatable, fun and enjoyable conveying the strong message as well both nationally and internationally. The media advertising of the company is great. Today almost all the newspaper prints this ad at the top right corner of the page.


So much attainment is the reason why it is ranked no.1 Indian brand campaign on its lists of top 1000 Brands of Asia for 3 consecutive years. Amul as old as its company still follows the same old way of brand stratagem. The phrase ‘old is gold’ suits best to the situation. The ads contain simple content and campaign, which leads a mass people.  In the long run for a company to succeed the brand identity is required.


Apart from the amusing and adorable Amul girl, graphics of further milk products like ice cream, health drinks and other beverages are made to look as alluring and delightful as possible. Apart from advertising, its product has been greeted and saluted. It has not only highlighted itself via brand identity but also penetrated consumers with vibrant products today. Amul has followed the same marketing strategy past 50 years. It follows ‘Umbrella Branding’, saying that they have to take care of only one child, unlike other brands who appoint 10 different people for sub-brands. According to Amul, if we focus on one brand, we can nurture it better. This is the chant for a successful business according to Amul. First, they captured the market by supplying best quality milk products at affordable rates and then targeting a million customers through its brand name and advertising strategy.


Source: Campaign India, Digital Vidya, And The Better India


  • Tanvi Chaudary

I wanna be a Billionaire so EFFING bad …

Everybody wants to be a Billionaire but how? That’s an interesting questions. Don’t worry we will show you some ways to become a Billionaire.

Earning sufficient income to ensure regular savings and investments is the basic of building wealth. The more sources of income the better especially if some of those sources are passive or unearned.

Earning active income:

Money is received in exchange for work. Services are performed for an employer, client or customer in return for financial reward in the form of salaries or wages, tips, commission or other forms of income.

Earning Passive income:

Money is received in exchange for the ongoing effort. It is earned from investments, which requires some work to set up but then needs less attention. The term can also be used to refer to money making activities outside employment.

Some of the source of earning Passive income are as follow:
1)Saving accounts can offer high returns, but it is important to know how easy it is to access money.
2)Blogging on a popular subject can be monetized in various ways.
3)Royalty payments can be negotiated for photography, writing, or other creative work.
4)Rent from a house or spare room can provide individuals with a regular source of funds.
5)Online market places and auctions can raise funds through selling unwanted items.
6)Focus and market research groups pay individual to trial new products.

Regardless of the source of income if an individual doesn’t have enough amount to oay his basics needs then he should concentrate on active income rather than passive income.

-Rahul Jain

The new iPhone 8 and iPhone 8 Plus

On September 12 at its new Spaceship campus, in Steve Jobs theater Apple unveiled the new iPhones: iPhone 8, iPhone 8 Plus and the iPhone X ( Ten ) celebrating Apple’s 10th Anniversary.

While iPhone 8 and iPhone 8 Plus feature some major improvements from the predecessor iPhone 7, the iPhone X is the new flagship device.


iPhone 8
A beautiful mind.
iPhone 8 introduces an all‑new glass design. The world’s most popular camera, now even better. The smartest, most powerful chip ever in a smartphone. Wireless charging that’s truly effortless. And augmented reality experiences never before possible. iPhone 8. A new generation of iPhone.

iPhone 8 and iPhone 8 plus come with a new all-glass design, front and back for wireless Qi ( chi ) charging technology. Apple claims that this is the most durable glass ever used in a smartphone.

Both the iPhones are IP67 certified water and dust resistant

The displays of iPhone 8 and iPhone 8 plus are a new Retina HD displays with True Tome feature which adapts the display to the light available for a more natural-viewing experience.

iPhone 8 and iPhone 8 Plus feature a new A11 Bionic CPU which is 25% faster and 70% than previous generation A10. Apple has also designed its own 3 core GPU included in A11 chip which is 30% faster than the previous generation GPU.

There’s an improved 12-megapixel rear camera in the iPhone 8, with a dual-camera setup again available in the iPhone 8 Plus. Both models feature larger and faster sensors, a new color filter, and deeper pixels. With a new image signal processor, there’s advanced pixel processing, wide color capture, faster autofocus in low light, and better HDR photos.The camera now supports 4K recording in 60fps and 1080p recording in 240fps.

New iPhones support the long awaited and most requested feature – Wireless charging called Qi Charging with requires a Qi-supported charging mat.


— Dama Neeraj






Success does not come overnight. Constant hard work and dedication makes a person successful. But apart from this, your day to day lifestyle and habits also make a lot of difference in making your day productive. We have all heard that the most successful people wake up early in the morning to start their day but what makes them wake up early to conquer the world when most people are still asleep? This is because they make effective use of the latter part of their day to make their tomorrow even more productive. So, let’s find out what successful people do every night before going to bed.

Spend time with friends and family After a hectic day at work, the best way to relieve yourself is by spending quality time with friends and relatives. Socialising with friends and spending time with family can help to break the monotony at work as you can discuss about various things apart from work.

Work out and meditate- A good workout and meditation act as best stress busters to destress yourself. It helps to keep the body and mind, calm and composed. As a result, a relaxed and a refreshed mind can help your next day to be more effective and productive.


Cut off completely from the world- You should completely unplug yourself and have some time for yourself. Some “Me” time and self-introspection is necessary. These days cell phone is one of the biggest distraction so make it point to keep it away while sleeping. Scientifically, it is proven that the light emitted from cell phones, disrupt our body’s natural sleep rhythm and prevents certain chemicals from being released, causing us to have a much harder time going to sleep so you should just do away with it before going to bed.

Plan the next day- Planning and preparing yourself for the next day is very important. It makes the next day at work more organised and systematic as a result of which you can complete your work in time. Moreover, you can also jot down your accomplishments of the day so that you feel satisfied which will further boost your morale to achieve your goals.

Eat healthy food – In today’s hectic life, we often tend to neglect our health and diet. When at work, we don’t pay heed to what we eat and end up eating unhealthy and junk food which can take a toll on our health. Studies prove that regular intake of junk food can affect our physical and mental health. Moreover, it makes us lethargic and fat which hampers our day to day activities.

Read books – Most of the successful people are voracious readers. Before going to bed, they spend some time to read books ranging on topics from politics to current events. According to a research in Britain, aside from the obvious benefits of gaining new knowledge, reading daily has also been shown to reduce stress and improve memory. Another big benefit from cracking open a good book on a nightly basis is that it can improve the long-term health of your brain. Every time you read, it’s like a mental workout for your mind.


Get enough sleep– Getting enough sleep at night is of utmost importance. Sleeping properly is one of the main energy boosters for you when you wake up the next day. If you don’t get enough sleep you will feel lethargic and tired and won’t be able to do things as per your schedule.

Following these good night habits is not a big task. It helps to unwind from your hectic day at work and relaxes you. It relieves you from all the pressures of the day and rejuvenates and refreshes you for a more productive and successful tomorrow!


Courtesy: Google Images.

What is GST (Goods and Services Tax)?

Amit Pranlal Suru, MD of M/S. Teamworks Associates (P) Ltd- {LOAN SOLUTION} have discussed about Housing and Mortgage Finance sector in India In earlier article.

Now in today’s article he is going to discuss on current HOT topic which is shacking to the nation currently.

What is GST (Goods and Services Tax)?

It is a destination based tax on consumption of goods and services. It is proposed to be levied at all stages right from manufacture up to final consumption with credit of taxes paid at previous stages available as setoff. In a nutshell, only value addition will be taxed and burden of tax is to be borne by the final consumer.



The introduction of Goods and Services Tax (GST) would be a very significant

step in the field of indirect tax reforms in India. By amalgamating a large number of Central and State taxes into a single tax, it would mitigate cascading or double taxation in a major way and pave the way for a common national market. From the consumer point of view, the biggest advantage would be in terms of a reduction in the overall tax burden on goods, which is currently estimated to be around 25%-30%. Introduction of GST would also make Indian products competitive in the domestic and international markets. Studies show that this would have a boosting impact on economic growth. Last but not the least, this tax, because of its transparent and self-policing character, would be easier to administer.



The salient features of GST:

(i) GST would be applicable on “supply” of goods or services as against the present concept of tax on the manufacture of goods or on sale of goods or on provision of services.

(ii) GST would be based on the principle of destination based consumption

taxation as against the present principle of origin based taxation.

(iii) It would be a dual GST with the Centre and the States simultaneously levying it on a common base. The GST to be levied by the Centre would be called Central GST (CGST) and that to be levied by the States would be called State GST (SGST).

(iv) An Integrated GST (IGST) would be levied on inter-State supply (including

stock transfers) of goods or services. This would be collected by the Centre so

that the credit chain is not disrupted.

(v) Import of goods or services would be treated as inter-State supplies and would be subject to IGST in addition to the applicable customs duties.

(vi) CGST, SGST & IGST would be levied at rates to be mutually agreed upon by the Centre and the States under the aegis of the GST Council (GSTC).


GST would replace the following taxes:


GST would replace the following taxes currently levied and collected by the Centre:

  1. a) Central Excise duty
  2. b) Duties of Excise (Medicinal and Toilet Preparations)
  3. c) Additional Duties of Excise (Goods of Special Importance)
  4. d) Additional Duties of Excise (Textiles and Textile Products)
  5. e) Additional Duties of Customs (commonly known as CVD)
  6. f) Special Additional Duty of Customs (SAD)
  7. g) Service Tax
  8. h) Cesses and surcharges insofar as far as they relate to supply of goods or


State taxes that would be subsumed within the GST are:

  1. a) State VAT
  2. b) Central Sales Tax
  3. c) Purchase Tax
  4. d) Luxury Tax
  5. e) Entry Tax (All forms)
  6. f) Entertainment Tax (except those levied by the local bodies)
  7. g) Taxes on advertisements
  8. h) Taxes on lotteries, betting and gambling
  9. i) State cesses and surcharges in so far as they relate to supply of

goods or services.

(ix) GST would apply to all goods and services except Alcohol for human consumption.

(x) GST on five specified petroleum products (Crude, Petrol, Diesel, ATF &

Natural gas) would be applicable from a date to be recommended by the GSTC.

(xi) Tobacco and tobacco products would be subject to GST. In addition, the Centre would continue to levy Central Excise duty.

(xii) A common threshold exemption would apply to both CGST and SGST.

Taxpayers with an annual turnover of Rs. 20 Lakhs (Rs. 10 Lakhs for special

category States) would be exempt from GST. A compounding option (i.e. to

pay tax at a flat rate without credits) would be available to small taxpayers

(except manufacturers and service providers) having a annual turnover of up to

Rs 50 Lakhs. The threshold exemption and compounding scheme would be Optional.

(xiii) The list of exempted goods and services would be kept to a minimum and it would be harmonized for the Centre and the States as well as across States as far as possible.

(xiv) Exports would be zero-rated.

(xv) Credit of CGST paid on inputs may be used only for paying CGST on the

Output and the credit of SGST paid on inputs may be used only for paying

SGST. In other words, the two streams of input tax credit (ITC) cannot be cross utilized, except in specified circumstances of inter-State supplies for payment of IGST. The credit would be permitted to be utilized in the following manner:

  1. a) ITC of CGST allowed for payment of CGST & IGST in that order;
  2. b) ITC of SGST allowed for payment of SGST & IGST in that order;
  3. c) ITC of IGST allowed for payment of IGST, CGST & SGST in that


ITC of CGST cannot be used for payment of SGST and vice versa.

(xvi) Accounts would be settled periodically between the Centre and the State to ensure that the credit of SGST used for payment of IGST is transferred by the originating State to the Centre. Similarly the IGST used for payment of SGST would be transferred by the Centre to the destination State. Further the SGST portion of IGST collected on B2C supplies would also be transferred by the Centre to the destination State. The transfer of funds would be carried out on the basis of information contained in the returns filed by the taxpayers.

(xvii) The laws, regulations and procedures for levy and collection of CGST and SGST would be harmonized to the extent possible.


  • To Trade
  • Reduction in multiplicity of taxes
  • Mitigation of cascading / double taxation
  • More efficient neutralization of taxes especially for exports
  • Development of common national market
  • Simpler tax regime
  • Fewer rates and exemptions
  • Distinction between Goods & Services no longer required
  • To Consumers
  • Simpler Tax system
  • Reduction in prices of goods & services due to elimination of cascading
  • Uniform prices throughout the country
  • Transparency in taxation system
  • Increase in employment opportunities


GST Rates :

GST is going to be applicable from 1st July 2017 so Recently GST Rates are Decided by GST Council on various Meetings, Recently GST Council Decide different GST Rates Slabs for India, Now GST Rates are finalized i.e GST Rates in India is 5%, 12%, 18% & 28%.


You can send us your inquiry / requirements for Loan..

E: ;; Tel: 022- 65 1111 05.


These 10 Entrepreneurs Are Proof That Money, Age and Education Can’t Stop Them from Succeeding

Ashley Qualls – Founder of

If you think you have to be an adult to start a business, think again! Ashley was 14 when she started in 2004. The site offered free Myspace layouts and HTML tutorials to make customizing Myspace pages easier. By 2008 her site was getting 7 million hits per month and included Verizon in a list of high profile companies vying for ad space. It’s encouraging to know that someone at just 14 years old can carve out a nice business for themselves! We can’t wait to see if she does anything else!

Carrie Greene – Founder of Female Entrepreneur Association

In 2005, at 19 years old, Carrie was a law student at the University of Birmingham. She had run out of money after her first year and opened a phone unlocking business. She had no knowledge of business building and yet in four years she had over 100,000 visits to her website and over 500,000 views on her YouTube videos. She was generating $500,000 a month!

During those 4 years, she started the Female Entrepreneur Association with no followers, no fans, and a large desire to bring women together to help support them in business. Within 5 years of starting that endeavor she had over 300,000 fans on Facebook, 100,000 email subscribers, 80,000 hits to the website per month, and generated $90,000 of income per month.

And did she drop school to favor her businesses? NO! She continued and graduated on time while running both businesses. She is a true vision that it doesn’t matter if you are young and how busy you are, you can make yourself a success if you want it.

Lan Yang – Co-Founder of Sun Media

Lan Yang began her journey to being Hong Kong’s answer to Oprah Winfrey at age 22 by starring in the Zheng Da Variety Show. She has become such a famous face that when she and her husband founded Sun Media, they were able to make it into a major media monopoly. The multi-platform includes television, newspapers, magazines, and websites.

She has 33 million followers on Weibo (Hong Kong’s version of Twitter), outweighing Oprah’s impressive 18 million followers on Twitter. She most recently launched a charity alliance aimed at promoting transparency in Hong Kong’s philanthropic sector and routinely engages in Ted Talks across her country. Lan Yang knew what she wanted from a young age and has worked her way to the top without ever depending on someone else to do the work for her.

Sergey Brin – Co-Founder of Google

If you need inspiration for entrepreneurship, look no further than Sergey Brin. He co-founded Google with Larry Page in 1998, at the age of 25. They named it Google after the mathematical term Gogol in their mission to organize the immense amount of information that is available on the web. Both he and Larry raised $1 million from friends, family, and other investors to begin the daunting task of organizing the web and have successfully become the most well known search engine in history.

As of 2016, the search engine handles more than one trillion searches in a single day. Sergey is now worth $43.9 billion between his success at Google and various other projects he has taken on since then.

Sara Blakely – Founder of Spanx

Sara is a self-made billionaire who founded, and still owns Spanx. At age 29, she spent her only $5,000 to invest in her idea for slimming and shaping undergarments. She was a door-to-door fax salesperson when she designed the undergarment to wear under white slacks (which are not as forgiving as black slacks). In the first year of promoting her invention, she would set up a folding table in the foyer of Neiman Marcus and do her best to sell as many as she could. It’s true when we say, “it doesn’t matter how you get there as long as you make the start!”

Jeff Bezos – Founder of Amazon

You can’t talk about successful entrepreneurs and not mention Jeff Bezos. Amazon is the leading e-commerce site all over the globe and it’s major success is due to Jess Bezos, his tenacity, and hard work. At 30 years old, in 1994, he left a cushy New York hedge fund job to begin Amazon as an online book store. Now the online leader sells everything you can possibly imagine, offers self publishing for e-Books, and digital video entertainment services. He also has his hands in aerospace, with his company Blue Origin, developing reusable rockets that will transport people.

Many people think that at 30, they are in their career. Jeff looked beyond and decided to engage his passions rather than work a traditional financial position.

Cher Wang – Co-founder of HTC

Cher Wang loves her technology and certainly did well by helping start HTC in 1997 when she was 39 years old. Not only has she stayed with the company through it’s ups and downs, she now oversees the latest release of the HTC One (M8) and has seen to it that they were launched across the four largest US phone carriers, a first for HTC and hopefully not the last.

Vera Wang – Fashion Designer

Everyone knows Vera Wang as a major wedding dress designer. However, she began her fantastic career as a fashion editor for Vogue and eventually a design editor for Ralph Lauren. It was after she designed her own wedding dress, at 40 years old, that her introduction to fashion designing truly began. Sometimes the path to our major success includes life lessons along the way that support what we should be doing. In Vera’s case, she always had a flair for fashion and she brought what she learned as editor and director to her designs!

Henry Ford – Founder of Ford Motor Vehicles

Henry Ford is known for being a fantastic engineer and a spokesperson for fair wages for labor. We all know he designed and manufactured the Model T in 1908. But did you know that he was 45 years old when he created the iconic vehicle? It goes to show that when you have an idea that could revolutionize the world, who cares how old you are?

Arianna Huffington – Founder of Huffington Post

At 55 years old, Arianna Huffington started Huffington Post. Read that again… 55 years old! The blog site quickly became a huge success and was eventually purchased in 2011 by AOL. Prior to HuffPo (as many refer to it), Arianna was a conservative commentator when she made the move to start her own website. She has written many books over the years and has most recently published The Sleep Revolution. In 2016, she started Thrive Global, a start-up devoted to health and wellness. She is now 66 years old and going strong!

Most of us think that we need to go to college first, get a degree, and then get a traditional job. These famous entrepreneurs show that it does not matter how old you are, what your level of education is, or how much money you have, you can become your own successful boss and launch an amazing company to do fantastic things that change the world. They may have been afraid to step out and take on their dreams but they did not let that fear grab them and hold them back. So what are you going to do with your life?


4 Quick and Effective Hacks for Successful Business Networking

When I graduated from university, I wanted to be at every networking opportunity in the way that a small child wants to be at every birthday party. While all of the kids at a birthday would swing at a piñata for candy, all of the adults at a networking event are swinging at an invisible piñata of opportunity – so not too different, I guess. With a few spare minutes, I would search up every open networking brunch, party and event in Vancouver for that month. If possible, I would peruse into media meetups, and get myself onto lists for social hotspots where I could learn from other people, while also casually marketing myself to people I felt that I could work with.

With a few spare minutes, I would search up every open networking brunch, party and event in Vancouver for that month. If possible, I would peruse into media meetups, and get myself onto lists for social hotspots where I could learn from other people, while also casually marketing myself to people I felt that I could work with.

Finding a Better Balance

After speaking with several of my friends recently, it turns out that several of them are put off by the idea of a networking cocktail party, and I don’t blame them. After a while, making yourself consistently available during weeknights can be difficult, especially when you have other responsibilities and day jobs to be refreshed for. Not to mention knowing which chat topics work, when to throw your business card at someone, and being able to introduce yourself in a way that appears professional, yet relaxed and social.

So I thought through which alternatives I have used and decided to make a list of quick networking tips for those who are tired of networking events and evenings, or for those who are perhaps not as comfortable in these settings. After all, it was thriving billionaire Richard Branson who suggested that a lack of life balance in ignoring our well-being may actually be what burns away our capabilities in the long term. For anyone aspiring to find a better balance, or find more time with your family, or even a few extra hours for the gym or the couch, this quick networking guide is for you!

  1. LinkedIn Messaging

One thing that I did do during my obsessive networking binge was gain connections through LinkedIn, and ACTUALLY converse with them; every conversation requires an initiation to begin, so I would direct questions to those who held impressive experiences under their name, in the hope that I could learn from them, and perhaps establish a mutual appreciation and understanding. This occurred on multiple occasions, and through this, I was able to gain advice I might not have found otherwise in my early twenties. I also gained access to more hush-hush events and hooked numerous tips on how to become more appealing in a professional sense.

Many of these individuals are people I am still in touch with today. So how do you decide who is best to contact? According to The Week, a great place to start is by envisioning that you have lost your job. Who would be the five to ten people you’d want to go to for advice? The worst thing that could happen is that they don’t have the time or desire to speak with you. At at that point, move on and connect with people who do want to speak with you!

  1. Strategize Your Cocktail Party Endeavors

Given how effective personal connection can be, you could still attend a cocktail party, but with more premeditated thought. I know, many of you mentioned that you’re tired of cocktail evenings, but here’s where we can change it up. The Grindstone states that if you are able to research who is going to be there, and you find that there are three contacts that could drastically improve your vision and opportunity, focus specifically on finding and meeting them.

When I first started attending these types of events, I found myself trying to casually mingle with everyone, but this can be considered a weak approach, as receiving forty business cards is less powerful than three or four people who you made a deeper connection with through quick networking. If you know what you need to accomplish, make it happen, and deliver your message in a focused and direct way. This has you leaving earlier than you would have otherwise. Consider this as an ideal compromise.

  1. Follow Your Dream Contacts on Social Media

Sometimes, the best way to start a conversation is a post on social media, especially when it has been crafted by the person you are looking to connect with. According to Forbes, using social media to your advantage in business can allow for contacts to fall right into your lap. If someone posts something that you are curious about, ask them questions.

If someone posts something that you enjoyed, share it and perhaps comment on how much you learned. Try to make this positive experience more about them, and less about promoting yourself. Surrounding yourself online with the content of clever people can also positively impact your thinking as well, and have you strive to be better at what you do.

  1. Encourage Conversation Through LinkedIn Pulse

If you already enjoy writing or are looking to learn from others, you might like the publishing feature on LinkedIn, known as LinkedIn Pulse. To summarize, you write and publish a blog-style post (often on something career-oriented that you are specialized in, or a response to something in the business world), and all of your connections are able to see it.

It might not seem like quick networking, but if you frame it to contain several questions, you may find that a few contacts reach out to you to give you their interpretation on your topic. Be sure to listen and show appreciation for their feedback (unless their feedback is highly rude and inappropriate). You can also send the link to your article to someone who you admire, and ask what their thoughts are on it.


It seems that everyone can benefit from a dense network of compelling contacts. But not everyone is able to make the time to be out each night, networking until the break of dawn, and that is perfectly okay. Everyone is different, and there is not just one way to thrive and be successful. Hardcore attendance at local events worked for me, but so did quick networking. In fact, I was actually able to broaden my circle and establish more connections internationally, just by using these quick networking practices. If there are multiple methods to success, then why not sample the side that has your well-being in mind? it is important to acknowledge your health, as taking a break is professional, but burning out of steam on the job is not.

Featured photo credit: via


Think Like a Billionaire: How to Get Rich Even If You Don’t Have Much Now

Are you continually poor and struggling to find enough money, looking at rich people and finding it unfair? Or even someone with a good amount of money and wondering why some people struggle to get the money they want when you find it quite easy?

Abundance Mindset vs. Lack Mindset: the Strong Predictor of Your Future Wealth

Instead of blaming conditions and circumstances as to why some people are rich and some people are poor, consider your state of mind – or rather what type of mindset you have.

Our beliefs are very powerful and can steer our lives in the direction of what we firmly think about. If all you’ve experienced is being poor, then you are likely to continue to have a belief that you will remain poor. On the other end of the spectrum, if you’ve always been rich, you’re more likely to have a belief that you will stay being rich.

It’s all about whether you have an abundance mindset or a lack mindset but what are the differences between these two powerful mindsets when it comes to our money situation?

10 Key Differences In Behaviour and Mindset Between Rich and Poor

Here I’ll discuss the key differences between an abundance mindset and a lack mindset and how this affects your success with money.

Skepticism vs. Trust

Poor people tend to have a more skeptical view of things. They have a belief that people are out to get their money or rip them off. Do you find you constantly think “I’m not paying that much!” believing that a company is being greedy by pricing something that high? This mindset is coming from a space of lack – lack of money and grudgingly parting with what ‘little’ you have. The focus is primarily on lack.

Rich people are more likely to have a more trusting viewpoint on many subjects. They are more trusting of people, non-skeptical of people’s motives and parting with money. Yes, this is easy if you have more money, but it’s down to the abundance mindset and not focusing on losing something but rather gaining regarding what you’re buying.

Problems vs. Solutions

Poor people generally have a negative mindset when it comes to all areas of life – not just money. They look for the problems rather than the solutions and use these to blame for their circumstances e.g. where they live, the government, not enough jobs, or just other people and their actions. Excuses about why they’re not successful i.e. creating problems, not solutions, is a common mindset.

Rich people, even if they grow up with negative circumstances, are more likely to see it as a chance to take responsibility and do something about it. They accept that life throws obstacles in the way but it’s up to them to find a solution and not turn it into a reason not to succeed.

‘They’ vs. ‘We’ Mentality

When working in a job, poor people are more likely to separate themselves from the job or company they work for. Creating a ‘them and us’ perspective means you’re essentially not taking responsibility for your role and your role in the company as a whole. When a complaint arises that a service is taking too long, it’s easy to say “it’s because they don’t employ enough staff” being quick to blame and separate from responsibility.

When you have a ‘we’ mentality in a job role, you are showing investment and commitment. It’s about showing your belief in something or someone which spreads trust and investment from others. Would you rather give a tip to a waiter who apologized on behalf of the restaurant or someone separating themselves from the problem who began pushing the blame onto the middle-management?

Assumptions vs. Questions

Making assumptions can be very harmful and keep you in a lacking state of mind. Poor people are more likely to give up because of these assumptions e.g. thinking “I doubt there are going to be any good jobs in this area, so there’s no point in looking” is immediately cutting yourself off from possible opportunities. Lack of questioning and research keeps you in the same poor situations.

On the other hand, the habit of questioning will give you more opportunity to succeed. Thinking ‘what if’ is very common in people who are rich and successful – “what if I ask around about possible jobs?”, “what if I just send an email to the recruiting department in case they have an opening?”. They see possible potential in everything rather than shutting it down with negative assumptions.

Money Importance v.s Time Importance

Poor people will believe their life will ultimately be better if they work more hours for more money. But they are trading precious time they’ll never get back for a few extra dollars. Their focus is more on lack of money and having to compensate through extra work rather than focusing on the quality of time they have.

Rich people are more likely to focus on the importance of time over money. They see experiences as important to their quality of life and worry less about earning that extra paycheck. Their jobs are more centered around enjoyment of what they do rather than focusing primarily on the money they’re earning.

Criticizing vs. Gratitude

Complaining and criticizing is a common trait in the mindset of someone who’s poor. This has most likely come from embedded beliefs passed down from generations – seeing the majority of things as wrong rather than right. They are more likely to see things from a negative perspective rather than a positive one.

An attitude of gratitude is a healthy mindset that promotes abundance. Counting your blessings and not taking anything for granted brings more of what you appreciate into your life – including money. This is a common mindset of successful people in all areas of their life.

Competition vs. Creation

Poor people are more in competition. This means they see what other people are doing and emulate them. The problem with this is that they never think of a different way of doing something, creating the lack of growth and outside-the-box thinking that brings success.

Successful people see themselves as able to accomplish without comparison or competition with others. They look for different ways of doing and achieving a goal rather than follow what others are doing. This means they are less likely to cut themselves off from getting what they need.

Amateur Advice v.s Expert Advice

Seeking advice to help yourself is a good thing, but people who are unsuccessful tend to take free or cheap advice from unqualified peers at face value and rarely question or challenge it. The downfall of this is, they’re completely trusting what could be wrong or unhelpful advice meaning it could lead them down the wrong path.

Rich or successful people are likely to seek out expert advice and aren’t afraid to spend money on getting the best there is if it means gaining more success. Expert advice means a thorough, wider variety of options and is seen as more of an investment rather than an expense if it means being on the road to achieving success.

The Cheapest Way vs. The Best Way

Similar to the above point, poor people have a mindset of always trying to find the cheapest deal. Take buying clothes as an example – always heading to the cheap, bargain section and buying a few items may seem like you’re saving money but most of the time you may not even end up wearing the clothes. Making these decisions from a mindset of lack can end up costing you more.

Rich people will invest more and make more conscious decisions about what they’re buying – not necessarily for the cost but the longevity and investment in what they’re buying. They will more likely buy an expensive item of clothing knowing it will get good use than waste money on deals.

Distraction vs. Thinking

People who spend a lot of time being distracted by watching TV or other forms of digital entertainment are taking away their time to invest in growth and critical thinking that could lead to becoming more successful. They are less likely to read books or enrol into courses opting to find distraction instead.

The abundance mindset is shaped by little distraction and rather by getting involved in activities that better yourself and help you see different perspectives. Knowledge is power and taking control to understand yourself, your abilities and your capabilities rather than get distracted will give you more opportunity to develop the abundance mindset and gain success.

So, it doesn’t matter where you’re starting regarding the amount of money you have; it’s about your attitude and mindset. A mindset and perspective of lack will only bring you more of the same so why not turn that around? Get into the habit of thinking from a space of abundance and see how it changes, not just your money situation, but your life as a whole.


Housing and Mortgage Finance sector in India.

  • There has been an increase in the number of new entrants in the housing finance market, including HFCs promoted by existing NBFCs, new companies started by entrepreneurs and supported by private equity players. This has led to increased competition in the industry especially in the prime home loan and loan against property segment.
  • High competitive intensity, sizeable sourcing through direct sales agents, nil prepayment penalties are encouraging balance transfers at lower rates. High business origination costs, coupled with balance transfers have led to lower profitability especially in the salaried home loan and LAP segments.
  • Rising competitive intensity has also led to a relaxation in lending norms (for example, relaxation of Loan To Value Ratio(LTVs)/Fixed Obligation to Income Ratio(FOIRs) or higher top-up loans and an introduction of new products).

Further, some large lenders are offering schemes that allow customers to pay only the interest component in the initial few years, or stepped up equated monthly installments, with an assumption that a borrower’s income levels will increase over time. While such schemes enable the borrower to take a higher loan amount, the risk in such loans is higher than conventional underwriting; this increases the overall vulnerability for the lenders.


Few Benefits of Taking Home Loan while purchasing property:

  • Banks / NBFC / HFC does the due diligence of the property you purchase and mortgage with them.
  • You get 80 to 90% funding of the property value subject to LTV ( Loan to Value ).
  • You get Tax Benefits under the Income Tax Act, 1961
  • You can avail interest subsidy up to 4% in PradhanmantryAvasYojana if qualifies.

The amount of interest you pay on a 20 year or more tenure housing loan is more than the loan amount itself. So, choose your home loan carefully after checking lowest home loan interest rates


How will HFC decide the loan amount I am eligible for?

They will determine your loan eligibility largely by your income and repayment capacity. Other important factors include your age, qualification, the number of dependants, your spouse’s income (if any), assets & liabilities, savings history and the stability & continuity of occupation.


What does ‘market value’ of the property mean?

Market value refers to the estimated amount that is expected to be fetched on the property as per the prevailing market conditions.

Do I get tax benefits on the loan?

Yes. You are eligible for tax benefits on the principal and interest components of your Home Loan under the Income Tax Act, 1961. As the benefits could vary each year, please do check with our Loan Counselor about the tax benefits which you could avail on your loan.

What is an under construction property?

An under construction property refers to a home which is in the process of being constructed and where possession would be handed over to the buyer at a subsequent date.

When can I take disbursement of the loan?

You can take disbursement of the loan once the property has been technically appraised, all legal documentation has been completed and you have invested your Own Contribution in full. You can submit the request for the disbursement of your loan to concern HFC.

Can I repay my loan ahead of schedule?

Yes, you can repay the loan ahead of schedule by making lump sum payments towards part or full prepayment, subject to the applicable prepayment charges. We also offer a free-of-charge facility to accelerate your loan repayment called ‘Accelerated Repayment Scheme’. This option provides you the flexibility to increase the EMIs every year in proportion to the increase in your income which will result in you repaying the loan much faster.