Bringing Banking to the Last Mile: Financial Inclusion Campaign Launched Across Assam

Guwahati: The Department of Financial Services has launched a nationwide three-month campaign from 1st July to 30th September with an aim to saturate all Gram Panchayats with key financial inclusion flagship schemes, including the Pradhan Mantri Jan Dhan Yojana (PMJDY), Pradhan Mantri Jeevan Jyoti Bima Yojana (PMJJBY), Pradhan Mantri Suraksha Bima Yojana (PMSBY), and Atal Pension Yojana (APY). The initiative is designed to ensure that every eligible citizen receives the benefits of these schemes, thereby promoting financial security and resilience among rural population.

Intended at saturating all Gram Panchayats with key government-backed schemes, the campaign began on July 1 and will continue till September 30.

As part of this drive, 261 awareness camps have been organised across 27 districts in Assam till July 7, matching with all operational banks in the state.

 The initiative focuses on expanding the reach of flagship schemes such as the Pradhan Mantri Jan Dhan Yojana (PMJDY), Pradhan Mantri Jeevan Jyoti Bima Yojana (PMJJBY), Pradhan Mantri Suraksha Bima Yojana (PMSBY), and the Atal Pension Yojana (APY).

The Key objectives of the campaign include the re-verification of Know Your Customer (KYC) details for inactive accounts, opening new PMJDY accounts for unbanked adults, and enrolling eligible individuals under PMJJBY and PMSBY to provide essential life and accident insurance coverage. 

The campaign is also hopeful enrolment under APY to promote retirement planning in rural areas.

Public awareness is another critical focus, with sessions being held to educate people about digital fraud prevention, how to access available deposits, and the available grievance redressal devices.

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To ensure the effective rollout of the campaign, a Special State Level Bankers' Committee (SLBC) meeting was held on June 24 at Janata Bhawan.

Chaired by J. B. Ekka, Additional Chief Secretary of Assam, the meeting reviewed preparedness and progress. SLBC Convenor Safal Tripathi, General Manager of State Bank of India, urged all participating banks to maximize their outreach and execution.

This nationwide movement represents an important stride toward deepening financial inclusion, consolidation of social security through insurance and pensions, and empowering rural communities with digital and financial literacy.