Campaign Begins From October Two
New Delhi, September 4, 2026: Public sector banks are set to launch a nationwide Banking for Youth campaign from October 2 to strengthen engagement with India’s young population and expand access to formal banking services.
The initiative follows directions from Finance Minister Nirmala Sitharaman, who has called on government-owned banks and financial institutions to undertake a focused effort to connect with younger customers.
Under the campaign, public sector banks will establish Yuva Kiosks and introduce Yuva Banking Mitras to provide information and banking services to young customers.
Banks will also conduct outreach programmes at colleges and skill development centres to increase awareness about banking facilities, digital payments and financial services.
The campaign will target individuals aged 16 years and above, with a focus on improving awareness of UPI payments and other digital and traditional banking services.
Participating banks are also expected to offer coupons and vouchers that can provide discounts at selected establishments, including yoga and fitness centres.
All public sector banks will create a dedicated portal providing information about their services and facilities. The platform will help young customers locate their nearest bank branch and access information about opening a basic savings bank deposit account without any fee.
Addressing the Bank Conclave, Sitharaman noted that around 29 per cent of India’s population falls within the 15–29 age group, highlighting the importance of making banking services more accessible and relevant to young consumers.
She also urged banks to educate young customers about the importance of maintaining a healthy credit score and work towards making banking services available around the clock.
The Finance Minister said public sector banks should aim to become preferred financial partners throughout a young customer’s financial journey, from opening their first bank account to accessing savings products, home loans and business finance.
Separately, Sitharaman directed banks to increase lending to the agriculture sector, including processed food and other primary-sector activities. She also called for greater support for small and marginal farmers, productivity improvements, new crops and environment-friendly farming practices.
The Banking for Youth campaign is expected to strengthen financial inclusion while helping public sector banks build long-term relationships with India’s next generation of banking customers.
