Tata Capital Starts Nationwide ‘Sawaal Karo, Phir Loan Lo’ Borrower Awareness Drive

Borrowers are taking faster credit decisions, but the fine print still trips many. Tata Capital’s ‘Sawaal Karo, Phir Loan Lo’ aims to slow that down.

Tata Capital has rolled out a nationwide public awareness initiative titled ‘Sawaal Karo, Phir Loan Lo’ on February 13, 2026, positioning it as a consumer-first nudge to ask the right questions before signing up for any loan. 

The campaign comes when retail borrowing is expanding through simplified digital processes, and many borrowers still focus on a low EMI rather than total repayment and charges. The push is designed to work across geographies and demographics through a mix of digital content and a dedicated microsite.

Before the campaign details, the latest debt signals being discussed in the market are worth noting.
 

These numbers explain why the conversation is shifting from “take a loan” to “take a loan only after checking every cost”.

What Is The Issue?

The issue is not credit access. It is credit clarity. Borrowers often miss questions like total repayment amount, processing fees, prepayment charges, reset clauses, or what happens after 1 missed EMI. Quick approvals add pressure to decide fast. 

Tata Capital’s campaign is built around a simple prompt: ask first, borrow later. The initiative is framed as a public awareness effort, not just product marketing, and is being pushed widely on digital channels. 

What Does The Initiative Actually Do?

Tata Capital says the initiative will be distributed via digital platforms, social media, microsites, blogs and films, with “easy-to-understand” and interactive content. 

The microsite includes loan decision aids such as a loan calculator that lets users estimate EMI, total interest payable, and overall amount payable, so affordability is checked before any application. 

It also hosts short videos on common borrowing traps like “too good to be true” offers and why a lender should be verified.

Separately, borrower blogs and explainer articles are also pointing to how “small” clauses can become expensive later, especially on personal loans. LoansJagat lists examples such as hidden clauses, charges, and conditions that many borrowers skip while signing. 

Here is a quick “ask-first” checklist aligned with the campaign theme and common borrower pain points.
 

This is where the initiative is trying to land, fewer rushed decisions, more informed comparisons.

What Has Been Happening In The Market?

Over the last year, consumer credit trends have shown a clear shift. A Business Standard report dated December 31, 2025 cited household debt at 41.3% of GDP at end-March 2025, above the 38.3% 5-year average, with non-housing retail loans remaining the dominant slice at 55.3% (as of September 2025). 

Credit card growth also moderated. The Economic Times reported on December 22, 2025 that growth in outstanding credit card balances slowed to 7.7% in October 2025 from 16.9% a year earlier, with balances at ₹3.03 lakh crore in Oct 2025 versus ₹2.81 lakh crore in Oct 2024.

On credit tightening and slowdown in personal and card loans, Reuters has also reported earlier on the pace of cooling after stricter norms, especially in the unsecured segment. These are the kind of market cues that make borrower education campaigns more visible right now.

Statements By Stakeholders

Tata Capital MD and CEO Rajiv Sabharwal said the initiative is meant to empower individuals to make well-informed borrowing decisions and support a more responsible credit ecosystem, while staying aligned with the group’s values of transparency and ethical conduct. 

Analysts quoted in The Economic Times linked slower card growth to tighter norms and more cautious underwriting (Dec 22, 2025).

Conclusion

As borrowing grows, the bigger risk is not rejection, it is signing without checking the full cost. Tata Capital’s “ask first” push is timed for that reality.