April 22 (Reuters) - ** Shares of non-banking financial company Poonawalla Fincorp POON.NS rise about 2% to 405.55 rupees
** Co launches consumer durables loans business, marking its entry into the retail lending segment
** The company had launched its gold loan business last week
** Stock set for sixth straight session of gains
** Mean rating by analysts on stock is 'hold'; median PT is 370 rupees - LSEG data
** Stock up over 28% YTD
(Reporting by Shivani Tanna in Bengaluru)
((ShivaniJayesh.Tanna@thomsonreuters.com))