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About Us

Our Story

With a strong desire to contribute to nation-building, Mr. Sanjay Agarwal, a merit-holder Chartered Accountant and a first-generation entrepreneur, took it upon himself the responsibility of financing the entrepreneurship aspirations of the unreached and unbanked masses of India. The desire was turned into reality and in 1996, Au Financiers, was established. Headquartered in Jaipur, Rajasthan, the retail-focused Non-Banking Finance Company for two decades provided speedy and customised financial solutions to rural and urban population.

After bagging the Small Finance Bank (SFB) license in 2015, Au Financiers commenced its journey as an SFB on 19th April 2017. In the same year, it got the Scheduled Bank status on 1st November and became a Fortune India 500 Company. Throughout its journey from an NBFC to a Bank, it has focused on solutions, based on the evolving needs of its customers. As custodians of depositor’s wealth, the Bank ensured highest level of compliance throughout and emerged as a well-governed and trusted financial institution supported by the guiding principles of inclusivity, progress for all, simplicity, and action & urgency.

In 2021, the Bank became the Largest Small Finance Bank of the country and evolved its positioning from ‘Chalo Aage Badhein’ to ‘Badlaav Humse Hai’. The new tagline, which is also the Bank’s first integrated brand campaign, resonates well with its spirit of challenging the status quo. Along with the launch of the brand campaign, digital platform AU 0101, Credit Card and QR Code with Sound Box were also unveiled. With technology writing the rule book and demand of customer’s shifting rapidly, the Bank is putting its best foot forward in becoming a Tech-led Bank. 

As the Bank reflects on its past seven years of banking journey as a scheduled commercial bank, it has been one of growth, impact, and innovation. By embracing technology, driving financial inclusion, and building strong customer relationships, the Bank has transformed lives and contributed to the economic development of the nation. The footprints expanded from 403 Touchpoints in 8 States and 2 Union Territories in 2017 to 2383 Touchpoints in 21 States and 4 Union Territories as on 31st March 2024. Looking ahead, the Bank remains committed to its mission, constantly evolving, and adapting to meet the changing needs of the customers and continuing to make a meaningful difference in the lives of millions.


To be the world’s most trusted retail bank and coveted employer that is admired as the epitome of financial inclusion and economic success, where ordinary people do extraordinary things to transform society at large, thereby guaranteeing Trust, Confidence and Customer Delight.

Mission Statement

To build one of India’s largest retail franchise that is admired for:


Message from the MD

Mr. Sanjay Agarwal Managing Director & CEO


Welcome to AU Small Finance Bank!

It is a great privilege and honour to build an institution which is the epitome of trust and relationship. We are grateful to the regulators, equity promoters and customers without whom it would not have been possible to what we have achieved today.

We immensely value the power of this platform and are thankful for the trust that has been bestowed on us. It is because of this trust that we have been able to build the largest Small Finance Bank of the country with a wide range of deposit, asset, and digital products. All this has been accomplished while remaining faithful to values of Prudence (समझदारी), Responsibility (ज़िम्मेदारी), and Honesty (ईमानदारी).

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Our Brand Identity

Some walk the path, few carve their journeys.

Some follow rules, few challenge the status quo.

At AU Small Finance Bank, we take pride in asking questions. We have always made efforts to push boundaries by questioning the way things are done. In an industry governed by formulas, we ask ‘Aisa Kyun?’ AU Small Finance Bank takes joy in doing small things ‘differently,’ while following all norms, that make a positive difference to our customers’ banking experiences. It is this ideology that seamlessly translates into our tagline ‘Badlaav Humse Hai’.

After all, when you take the road less travelled, it makes all the difference!

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