This case study focuses on Veritas Finance (Veritas), an Indian non-financial banking company (NBFC) with a mission to foster financial inclusion for micro, small and medium-sized enterprises (MSMEs) in rural and semi-rural areas. This case study details how British International Investment (BII) helped Veritas to size the women entrepreneur market and make a strong case for including more women customers. BII also worked with Veritas to launch a new loan product for women, while also supporting the company’s plans to encourage more women to join the company and remain there.