To develop a deeper and organizational level of understanding customers, a cross-functional team at Janalakshmi, a microfinance institution in India serving over a million customers in urban areas, applied a design thinking process facilitated by innovation consultants.This brochure describes the process and the tool used to create customer profiles.

On 28 July 2010 SKS, India’s largest microfinance institution (MFI) with 5.8 million clients, became the first MFI in India to float its shares through an initial public offering (IPO).

This paper explores the KGFS model as it is applied in various parts of India.