Politics · India Bureau
India's FM urges public banks to capture youth market with modern services
Finance Minister Nirmala Sitharaman has called on public sector banks to modernise their offerings and reach out directly to young customers through a dedicated campaign launching next month. The initiative aims to build long-term banking relationships with citizens aged 16 and above through campus-based engagement.
LSN India ·
India's Finance Minister Nirmala Sitharaman on Tuesday pressed public sector banks to align their services with youth expectations for simple, intuitive and round-the-clock banking solutions. Speaking at the PSB Confluence, she directed the country's 12 public sector banks to launch a month-long 'Banking for Youth' campaign beginning October 2, 2026, with targeted outreach to citizens above 16 years of age.
Sitharaman stressed that banks should take a proactive approach by bringing banking services to young people rather than waiting for them to visit branch offices. Educational institutions, including colleges, universities and skill-development centres, should serve as key engagement points where banks can conduct account-opening drives, provide financial literacy programmes and interact directly with potential customers.
Each of the 12 public sector banks has been asked to formulate its own strategy for youth engagement based on its product portfolio, regional reach and institutional capabilities. The overarching objective is to establish enduring banking relationships spanning the progression from campus life through career development and beyond, the minister said. The campaign reflects broader efforts to deepen financial inclusion and modernise banking services across India's public sector banking system.