Retail lending has come into its own over the past few years. Initially, it was private banks and finance companies who led the charge. With public sector banks (PSBs)—who have ready access to low-cost funds and a nation-wide reach—now getting into the act, competition is hotting up. Says Rupert Almeida, GM, projects and retail banking, Bank of Baroda: "Consumerism has increased manifold, many people today are thinking about loans." The numbers tell the story: individual borrowers with commercial banks have increased from 12.6 million in 1998-99 to 16.3 million in 2000-01.