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Abstract: India needs inclusive growth to pull millions out of poverty. Despite the best efforts of mainstream financial institutions, financial exclusion is depriving millions of poor any chance to attain adequate standard of living. Telecommunication infrastructure growth especially mobile phone penetration has created an opportunity for providing financial inclusion. The current state of mobile banking is characterized by a top-down approach. This paper presents a bottom-up approach of designing mobile banking service which would be acceptable and accessible to the poor customers. The results point to clear preference of the urban poor for a joint bank–telecom led mobile banking model. Conjoint analysis of the data points to preference for attributes related to security/safety of a bank along with the coverage, accessibility and nimbleness of a telecom service provider with minimal documentation. The paper in its conclusion exhorts the regulators, telecom service providers and financial institutions to involve end-users in order to create a sustainable mobile banking service for financial inclusion. [Copyright &y& Elsevier]