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        From Founder's Desk
        19 August 2026
      
    
  

  
  
    Home Loan Strategy · Market Truths
    

# Cross selling isn't the problem, forcing the customer is one

  

  
    ![Mangesh Zope](../../assets/founder.jpeg)
    
      

Mangesh Zope

      

Founder, Peaceful Loans · IIM Calcutta Alumnus

    
  

  
  

When I started Peaceful-Loans, I went to open a current account. Simple task, should've taken 15 minutes.

Instead, my banker tried to sell me a credit card, insurance, and an investment product I never asked for. I just wanted an account to run my business.

Why do banks keep pushing products customers didn't ask for?

It's not really about the banker. It's about the incentives sitting behind them.

Banking in India is supposed to be simple: give people the financial products they actually need.

- A home loan for someone buying a house.

- A current account for someone starting a business.

But somewhere along the way, selling more seems to have become part of the job too.

And the numbers show this isn't just an occasional bad experience.

RBI's Ombudsman Scheme received 9.34 lakh complaints in FY24, with complaints growing nearly 50% a year over the previous two years.

Another 2.96 lakh complaints came in FY25, with banks accounting for the largest share and loans and advances among the top areas of concern.

RBI has also flagged mis-selling, when third-party products are sold in ways that aren't suitable or clearly explained, as a recurring problem.

So no, this isn't just about one pushy banker. There's a bigger system behind it.

That said, I get the bank's side too.

Banks are businesses with targets, employees have targets, and like any business, they care about Lifetime Customer Value.

The problem starts when customer value becomes "how many things can we sell this customer?"

There's a big difference between building LTV because a customer trusts you enough to stay, and building it by selling them three more products every time they walk in.

A good banking relationship shouldn't be about how many products a customer walks away with.

It should be about whether those products were actually useful.

Maybe the question banks should ask is simple:

"Are we rewarding employees for selling more, or for creating outcomes customers are actually happy with later?"

In a growing economy like ours, I know which one I'd bet on for the long run.

Isn’t this the reason why ICICI Bank changed its internal incentive structure? But is that experiment making them more in line with what customers want?

### Sources & References

- LinkedIn Reference: [Mangesh Zope on LinkedIn](https://www.linkedin.com/posts/mangeshzope_when-i-started-peaceful-loans-i-went-to-share-7495072253953609731-g83Z/?utm_source=social_share_send&utm_medium=member_desktop_web&rcm=ACoAAANymyIBkTsSp_JgAU9V8NlfP5ctyZqJgSs)

- Reddit Reference: [Discussion on Reddit](https://www.reddit.com/r/INDIA_Peaceful_Loans/s/p942Ao0381)

- Twitter Reference: [@HomeLoanNerd on Twitter](https://x.com/HomeLoanNerd/status/2090234141216547179?s=20)

  

  
  
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