FM asks banks to keep pace with youth expectation; calls for outreach campaign

Finance Minister Nirmala Sitharaman stated on Tuesday that public sector banks must keep pace with the expectations of youth for simple, intuitive, personalised and round-the-clock banking. Speaking at the Public Sector Bank Confluence, she requested public sector banks to launch a month-long Banking for Youth campaign starting Oct 2, 2026, targeting citizens above 16 years of age.

She stated that banks should take the campaign directly to youth rather than waiting for them to visit branches, suggesting that colleges, skill-building institutions and campuses serve as key touchpoints for account openings, financial awareness and direct interaction.

Each of the 12 PSBs should develop an individual strategy to attract and engage youth based on product offerings, regional presence and institutional strengths, she stated, adding that the objective is to build a long-term relationship spanning from campus to career.

"PSBs must be the first and most trusted choice of young Indians, whether they are opening their first account, receiving their first salary, pursuing higher education, starting an enterprise or making their first investment. You should be a part of their lives," she stated.