About True Blue

True Blue Asset Services Private Limited is the entrepreneurial venture of professionals in the business of lending, leasing and financing of new and used construction and mining equipment (CME) and commercial vehicles (CV). With a cumulative experience of more than 300 years in its core team, True Blue offers its services to small, retail, medium, corporate and strategic customers across India.

The True Blue team is also launching True Blue Finance Private Limited, which will offer specialised financing and leasing of new and used construction and mining equipment.

The team draws its strength from the relationships it has built with every part of the asset finance ecosystem: equipment manufacturers, dealers, customers, sales agents, recovery agents, resellers and the financing fraternity. Having worked through several economic cycles, the team brings an in-depth understanding of equipment viability, resale trends, deployment economics, credit risk by geography and customer segment, the political factors that affect the business, and when and how to exit a portfolio, a transaction or a piece of equipment.

Members of the team also have practical experience in designing leasing and loan products for a specific customer segment or geography, in collaboration with manufacturer partners. We use our decades of relationships with leading manufacturers to design schemes that help increase market share, yields and other business objectives.

Where we operate

True Blue started operations in September 2019 and currently operates in Delhi-NCR, Uttar Pradesh, Uttarakhand, Haryana, Punjab, Rajasthan, Madhya Pradesh, Maharashtra, Gujarat, Bihar, Jharkhand, West Bengal, Telangana, Andhra Pradesh, Karnataka, Tamil Nadu and Kerala.

Our on-rolls headcount is 70, working from 8 offices and in 29 locations across India.

We plan to grow our team and expand into new geographies and products. We remain hungry for business and opportunities.

See all our locations