Hyderabad: Amid reports of suicides by small loan borrowers and talk of a regulator to monitor the microfinance industry, market leader SKS Microfinance today announced that it has "voluntarily" slashed interest rates. In full-page advertisements issued in vernacular dailies today, the company said it has reduced interest rate from 26.69 percent to 24.55 percent (depreciating) or a flat 12.55 percent per annum. The move is seen as a damage control exercise by the Hyderabad-based company given the negative publicity starting from the sacking of SKS Microfinance CEO S. Gurumani and a spate of suicides by borrowers, although SKS has mainatined they were unrelated. Earlier this month, the Andhra Pradesh government promulgated an ordinance to check coercive recovery methods employed by MFIs. According to Dilli Raj, Chief Financial Officer, SKS Microfinance, the interest rate reduction was a "voluntary" action. "This is a voluntary action from our side. We were able to reduce interest rate in AP considering the scale of operations (in the state)," he said.