India's Finance Minister Urges PSBs to Target Youth

Finance Minister Nirmala Sitharaman has urged public sector banks (PSBs) to improve their outreach to young customers and launch a month-long 'Banking for Youth' campaign starting October 2, targeting citizens aged 16 and above.

The campaign is part of Sitharaman's efforts to encourage PSBs to adapt to the changing needs of young customers, who are accustomed to digital services and expect banking to be simple, intuitive, and personalized. Speaking at PSB Confluence 2026 in New Delhi, Sitharaman emphasized the need for PSBs to rethink how they engage with young Indian customers.

Sitharaman also highlighted the importance of improving the quality of priority sector lending (PSL), which aims to provide credit to small and marginal farmers, among other beneficiaries. She stressed that financing strategies must be specific to local agricultural conditions, taking into account factors such as crops, climate, water availability, and production conditions.

The 'Banking for Youth' campaign is expected to help PSBs build a stronger connection with young customers and improve their overall banking experience. Sitharaman noted that PSBs are operating from a position of greater strength and must identify opportunities early, build capabilities ahead of demand, and remain at the forefront of India's next phase of economic growth.

## Why it matters The campaign is significant as it aims to increase financial inclusion among young Indians and provide them with access to banking services that cater to their needs. By improving outreach to young customers, PSBs can expand their customer base, create stronger enterprises, and support broad-based economic growth. The success of the campaign will depend on the ability of PSBs to adapt to the changing needs of young customers and provide them with personalized and intuitive banking services.

The 'Banking for Youth' campaign will start on October 2 and will run for a month, targeting young citizens aged 16 and above. The campaign is part of the government's efforts to promote financial inclusion and provide access to banking services to all segments of society.