One of my friends who is newly arrived from India told me how easy it was to secure a credit card in Canada. She said the bank manager told her to simply show her landed papers and, after everything was verified, even asked her what limit she'd want for her card.

That floored me because it wasn't long ago - five years or so - that we'd wanted to apply for a credit card and the bank manager wouldn't give it to me, despite us having plenty of money in that bank.

The excuse at that time was that we did not have a credit history. How could we? We just came to Canada and did not have permanent jobs. It was only after I told them that we'd withdraw our entire account and shift it to another bank, which was willing to give me and my husband a credit card, that this bank finally relented - as if they were really truly obliging me.

But over the years, banks, too, have become savvy and know they cannot stick to fixed rules any longer. In fact, bank representatives now know that South Asians are the fastest growing minority in the country, accounting for three per cent of the population (more than one million) in 2007 and expected to account for six per cent within the next decade.

Recent citizenship and Immigration Canada figures say that close to 250,000 people moved to Canada in 2006 - and those from India and Pakistan alone made up 43,500 of that number (31,000 and 12,500 respectively). As well, Statistics Canada predicts there will be about two million South Asians living in Canada by 2017, equalling the Chinese-Canadian population.

But numbers aside, it's the demographic profile and the unique cultural traits of South Asians that make them a lucrative demographic to pursue. For one, they are very focused on family and children's education so bankers say that makes them invest early in their children's Registered Education Savings Plans.

And since they have a strong preference for owning their own house, the banks tend to benefit from the mortgage side of the business.

As well, as a community, their ability to save is strong. One banker told me that on average, a South Asian's savings account tends to be more than that of a native-born Canadian. In fact, a banker even went on to tell me that branches located in areas of South Asian pockets tend to be performing extremely well.

One of the big things going for this growing community is that language is not a big issue for most South Asians as they speak fluent English. Importantly, the profile of this community has changed. In the early 1960s, there were more blue-collar South Asians migrating here. But now highly educated white-collar immigrants are seeking out Canada.

As well, wealthy South Asians from the Gulf countries are coming here to better their children's education.

All this makes them a lucrative segment to pursue. So it's not surprising that banks are literally bending backwards to accommodate South Asians. Hosting premiers of Bollywood movies, sponsoring cricket events and bringing in South Asian stars to perform here has been on the agenda for many banks.

And the best thing as far as I am concerned is that banks are now hiring more people from within the South Asian community. That's because a bank employee not only knows the language of another fellow community member, especially a newcomer coming to a bank, but because it creates a comfort level.

As for me, I stopped banking with the bank that refused to give me a credit card. There is a big world out there and great choices available, so seize it and work it to your advantage.