The key challenge is to look to new horizons.

Strategy allowed us to develop a viable proposition where we could scale up the rural lending model realistically. I don't believe anyone has implemented this model before. The typical approach to rural lending has been through micro-loans, and that has certainly had some degree of success. But a large-scale rural banking model where you are ultimately trying to reach a population of 600 million people has not been done. That is our challenge -- and also our opportunity. Meeting this challenge of lending to India's farmers also involves other complexities. Agriculture here heavily depends on the monsoons or rains. The biggest risk is the failure of the monsoon. Now can you lend to rural India without fixing this risk? What we did was to ask if this was an insurable risk. Could we get such insurance? MODEL OF ICICI