Luharuka Media & Infra

What Luharuka Media & Infra does

DhanSafal Finserve Limited (formerly Luharuka Media & Infra Limited) is a publicly listed, RBI-registered Non-Banking Financial Company headquartered in Mumbai, India (BSE: 512048). The company underwent a 2024 corporate rebrand from Luharuka Media & Infra Limited to DhanSafal Finserve Limited, repositioning the listed entity as a digitally enabled, inclusive lender focused on credit accessibility across India, particularly in underserved and semi-urban markets.

The firm operates a direct-to-consumer digital lending platform distributing three core loan products: Safal Udyog Loans (working-capital financing for businesses), Safal MSME Loans (term financing for small and medium enterprises), and Safal Sampati Loans — a Loan Against Property (LAP) product enabling property owners to unlock equity for business expansion, investment, or debt consolidation. Underlying technology is a web-based application portal with product-specific landing pages, online form submission, and contact-center-assisted processing; the platform emphasizes a "quick digital process" with loan disbursement reportedly completed within ~10 days, supported by collateral-based underwriting and flexible monthly repayment options.

The business model is a classic NBFC interest-income model: revenue is generated primarily through interest charged on the loan book across the three product lines, with pricing on a quote-based, collateral-dependent basis that is not publicly disclosed. The go-to-market is self-serve digital (website application portal) reinforced by an organic social presence (LinkedIn, X, Facebook, Instagram), targeting MSMEs, property-owning individuals, employed professionals, and credit-thin customers in semi-urban India. The customer base is a distributed long-tail of small-ticket borrowers, and the company maintains public-market investor relations infrastructure typical of a BSE-listed entity.

Name

Luharuka Media & Infra

Legal name

DhanSafal Finserve Limited

Website

https://luharukamediainfra.com

Company type

Public

Operating status

Operating

Headcount range

11–50 employees

Short description

DhanSafal Finserve Limited is an RBI-registered, BSE-listed NBFC offering working-capital, MSME, and loan-against-property products to small businesses, property owners, and professionals in underserved and semi-urban India through a digital direct-to-consumer platform.

Ownership category

akta.pro rank

Product category

Non-Banking Financial Services (NBFC Lending)

NAICS

Nondepository Credit Intermediation (5222)

SIC

Personal Credit Institutions (6141), Short-Term Business Credit Institutions (6153)

akta.pro primary industry

Direct Lending — Specialty Finance (Consumer/SME Lending Platforms) (FSAHAJAF)

Keywords

• Non-banking financial services
• MSME lending
• Loan against property
• Working capital loans
• Small business financing

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Loan Interest Income: DhanSafal generates revenue through interest charged on loans provided to customers. The company offers three main loan products: Safal Udyog Loans (working capital), Safal MSME Loans, and Safal Sampati Loans (Loan Against Property). Interest income is the primary revenue stream for this NBFC.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Luharuka Media & Infra (now DhanSafal Finserve Limited) is a listed RBI-registered NBFC that provides digital lending solutions through three core products: Safal Udyog Loans (working capital), Safal MSME Loans, and Safal Sampati Loans (Loan Against Property). The company focuses on driving credit accessibility for MSMEs, business owners, and employed professionals in underserved and semi-urban markets across India.

Product overview

DhanSafal Finserve Limited operates as a unified NBFC lending platform offering three core loan products: Safal Udyog Loans (working capital financing), Safal MSME Loans (for small and medium enterprises), and Safal Sampati Loans (loan against property). The platform positions itself as a digital finance partner bridging the gap between banks and local lenders, targeting underserved and semi-urban markets across India.

Differentiator

Problem solved

Functional benefit

Products and services

• Safal Udyog Loans Flexible financing solutions designed to meet business short-term capital needs and fuel business growth. Also referred to as Safal Working Capital Loans. Targeted at business owners and MSMEs requiring working capital.
• Safal MSME Loans Tailored loan products designed to support the growth and development of Small and Medium Enterprises (MSMEs). Targeted at SMB owners seeking financing for business growth and operations.
• Safal Sampati Loans (LAP) Loan Against Property (LAP) solutions enabling customers to unlock the value of their property assets for business expansion, investment, or debt consolidation. Targeted at property-owning individuals and businesses.

Quantifiable outcome

• Loan disbursement reported within 10 days
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Bajaj Finance: India's largest listed NBFC offering MSME, consumer, and LAP products across urban and semi-urban India — the dominant scaled player in DhanSafal's target segments.
• IIFL Finance: Listed Indian NBFC with MSME, LAP, and personal loan offerings across semi-urban India, competing head-on for similar customer profiles.
• Cholamandalam Investment and Finance: Diversified Indian NBFC with significant LAP/SME lending franchise; comparable on LAP and MSME product overlap with DhanSafal's Safal Sampati and Safal MSME.
• Muthoot Finance: Large Indian NBFC focused on loan-against-property and gold-backed credit — closest large-market analog to DhanSafal's LAP and property-backed MSME book.
• Manappuram Finance: Diversified Indian NBFC with LAP, MSME, and personal loan exposure; comparable multi-product NBFC model addressing retail and SME borrowers.

Direct peers

• Five Star Business Finance: Indian NBFC providing secured business loans to small business owners and professionals — direct overlap with DhanSafal's underserved MSME/professional segment.
• SBFC Finance: Small-ticket LAP and MSME-focused Indian NBFC serving salaried and self-employed borrowers; highly comparable product mix to DhanSafal.
• MAS Financial Services: Listed Indian NBFC specializing in MSME, two-wheeler, and SME lending across semi-urban markets; comparable in segment focus and scale profile.
• Fusion Microfinance: Indian listed microfinance/NBFC addressing underserved rural and semi-urban borrowers — overlapping customer base and operating geography with DhanSafal's target markets.
• Spandana Sphoorty Financial: Indian NBFC focused on MSME and small-ticket lending to underserved/semi-urban borrowers; closest pure-play comparable to DhanSafal's MSME-driven model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/DhanSafal
• Facebookfacebook.com/profile.php?id=61559696044350&mibextid=ZbWKwL
• LinkedInlinkedin.com/company/dhansafal
• Instagraminstagram.com/dhan_safal?igsh=bGVwMmE1OTlsb3ky

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Luharuka Media & Infra