Abstract: This study aims to examine the competitive positioning of a leading non-banking financial company (NBFC) in India within the vehicle loan section from 2021 to 2024, compared to crucial challengers. The purpose is to estimate the impact of digitalization, interest rate competitiveness, profitability, and monetary stability on the establishment’s market standing. A secondary data approach was adopted, deconstructing fiscal criteria similar as loan disbursement rates, interest rates, digital loan processing performance, return on equity (ROE), and Altman Z- scores across five major NBFCs. Quantitative tools including trend analysis and ratio analysis were used to assess performance. The findings show that the institution maintained stable and competitive interest rates, while it lagged behind peer NBFCs in digital loan disbursement and processing speed. Still, notable enhancement in ROE from 2021 to 2024 demonstrated effective capital application and enhanced functional performance. The Altman Z- score revealed fairly moderate fiscal risk, outperforming some peers in recent times. These perceptivities suggest that while the company faces challenges in digital structure, its harmonious pricing strategy and rising profitability mark a positive line. The study highlights the significance of digital investment, risk operation, and capital effectiveness for sustaining competitive advantage in the NBFC vehicle loan sector.

Keywords: Vehicle Loans, Non-Banking Financial Companies(NBFCs), Digital Loan Disbursement, Interest Rates, Return on Equity(ROE)

| DOI: 10.17148/IARJSET.2025.12421