Aashiyaan's branches will be located in Tier 2 & 3 towns, such as district & taluka headquarters. So the area of operations will be small towns and their surrounding rural areas.
Aashiyaan's target customer segment are low income groups, mainly in the informal sector. This includes grocery shop owners, eatery owners, taxi drivers, sweetshop owners and other kinks of small entrepreneurs, in the manufacturing, trade and services sector.
Also targeted are those employed in the semi-formal & formal sector, like workers in manufacturing units and small firms, who may not necessarily have documented evidence of income.