-Pankaj Bajaj & Ankush Gupta have co-founded ReFinServ – that to begin with, will serve the automotive sector in north India’s Tier 2 & 3 towns
“We find inspiration in the Green Revolution that occurred in the area. We think that North India can also be the birthplace of a Startup Revolution,” Pankaj said, his voice full of optimism.
Chandigarh, June 20, 2025: In a defining moment of what many are calling “reverse migration with a mission,” Pankaj Bajaj, a seasoned professional from the bustling startup corridors of Bengaluru, has returned to his roots in North India to launch ReFinServ-a first-of-its-kind digital platform set to transform the landscape of vehicle finance and refinance in India’s Tier 2 and Tier 3 cities.
In a compelling declaration of intent, Pankaj left a secure, well-paying position at a prestigious startup in India’s capital to return to the Tricity and create something that would matter – not just to figures on a balance sheet, but also to those who are frequently left out of the mainstream of finance.
“This isn’t just about loans and paperwork,” he added. “It’s about dignity. It’s about making a local mother’s dream of a family car or a young delivery rider’s bike upgrade a reality-without the fear of being exploited by informal lenders.”
ReFinServ is a high-tech, human-first platform. It will link consumers with more than 30 regulated lenders via an easy-to-use website, provide digital documentation, real-time eligibility checks, and-above all-clarity and trust. The frequently overlooked market of financing and refinancing used cars will be the service’s primary focus.
Ankush Gupta, co-founder and COO, stated, “Every used car or bike has a story behind it-a story of aspiration, of hustle, of a second chance.” “We’re here to turn that key.”
Anchored in the ethos of accessibility and empowerment, ReFinServ will combine digital efficiency with human warmth – offering assisted journeys for first-time borrowers and handholding for those navigating financial systems for the first time.
“What sets us apart is that we’re not just solving a financial gap, we’re restoring people’s faith in the system,” said Pankaj. “That can’t be done by tech alone. It takes trust. It takes presence. It takes people.”
The startup’s decision to launch from Chandigarh and the northern region is both symbolic and strategic.
“Most startups are chasing metros. We’re chasing meaning,” said Pankaj. “This is about giving back-to the land that raised us. And proving that innovation doesn’t need a pin-drop in Bengaluru to be brilliant.”
Vansh Grover, leading Business Operations and Growth, emphasized ReFinServ’s deep tech backbone-a unified dealer dashboard, AI-powered credit matchmaking, and a seamless digital loan lifecycle-making the process efficient for both borrowers and lenders.
In his closing remarks, Pankaj shared the larger mission: “We’re not just building a company. We’re building a movement – one that empowers, employs, and uplifts. If the metros are the brain of India’s startup story, then the heart – its resilience, its dreams, its untapped genius – beats here, in the small towns.”
ReFinServ marks a beginning – not just for a company, but for a homegrown revolution that could redefine the financial inclusion story of Bharat.
