RURAL MARKETING

PRESENTATION
SWABHIMAAN

By:

By:
Vinyatha.V
131202059
M.B.A 2nd Year

Swabhimaan
is a campaign
of the
Government
of India.

Launched By:

Smt. Sonia Gandhi

(Chairperson of the
United Progressive
Alliance party).

Shri Pranab
Mukherjee, the Union
Finance Minister

Shri Namo Narain

Meena, the Union
Minister of State for
Finance

OPERATED BY:

This campaign is to be operated by the Ministry of Finance,

Government of India and the Indian Banks' Association (IBA)
to bring banking within the reach of the masses of the Indian
population.

AIM:
To bring banking services to large rural areas.

VISION:

The vision for this programme is social application of

modern technology.

TARGET:

The government has targeted to cover at least 74,000

new habitations with a population of 2,000 and above
and open at least 50 million new accounts by March
2012.

THE MOTIVE BEHIND THE

SCHEME:

Swabhimaan is a path-breaking initiative to bridge economic

gap between rural and urban India.
This campaign is a big step towards socio-economic equality
by bringing the underprivileged segments of Indian population
into the formal banking fold for the first time.

ABOUT THE SCHEME:

An initiative which seeks better financial inclusion within India

striving to roll-out banking services in 20,000 villages.

Bank Saathi

These Bank Saathi people will act

as intermediaries between the rural people and the banks.

FOCUS:

It focuses on bringing the deprived sections of the

society in the banking network to ensure that the
benefits of economic growth reach everyone at all levels.

CHALLENGE:

In a big nation like India, providing banking facilities

across the length and breadth of the country, especially
in rural areas, has always been a great challenge for the
successive governments since Independence.

TO REACH-OUT TO ALL:

The key idea is that there is need for village level presence: a
customer-facing channel that is close to the customer
preferably at a walking distance of not more than three to four
kilometers.
For this, it is important to have entities which are good at
delivering outreach while operating in very difficult remote
conditions.
Besides giving access to banking, it also enables:
government subsidies and
social security benefits, to be directly credited to the accounts
of
the beneficiaries.

ADVANTAGES:
This initiative enables small and marginal farmers to obtain
credit at lower rates from banks and other financial
institutions.
This would protect the customers, especially the most
vulnerable ones, from harsh financial practices and prevent
them from being overburdened by debt.
Governments emphasis on bankers is to take up this task with
a sense of responsibility, understanding, exercise courtesy and
respect, especially to small borrowers.

END OBJECTIVE:

All in all, the end objective should be to empower

people to achieve their own goals through enhancing
their financial capabilities.

SERVICES RENDERED:
This campaign ensures to provide the following services to the
Rural India:
Promises to bring basic banking services to unbanked villages
with a population of 2000 and above.
The movement facilitates opening of banks accounts, provide
need-based credit and remittance facilities besides helping in
promoting financial literacy in rural India.
The programme is aimed at increasing the demand for credit
among the millions of small and marginal farmers and rural
artisans who will benefit by having access to banking facilities.

CONTD

This financial inclusion campaign aims at providing branchless

banking services through the use of technology.
Banks provide basic services like deposits, withdrawals and
remittances using the services of Business Correspondents
(BCs) also known as Bank Saathi.

CONTD

The initiative also enables Government subsidies and social

security benefits to now be directly credited to the accounts of
the beneficiaries so that they could draw the money from the
Business Correspondents (BCs) in their village itself.
The Government hopes that the benefits of micro-insurance
and micro-pension products reach the masses through this
banking linkage.

CONTD

This programme now makes it possible for the large number

of migrant workers in urban areas to remit money to their
relatives in distant villages quickly and safely.
The facilities provided through banking outlets will enhance
social security by facilitating the availability of allied services in
course of time like micro insurance, access to mutual funds,
pensions, etc.

CONTD

Banking facilities like Savings Bank, recurring Deposits, Fixed

deposits, Remittances, Overdraft facility, Kisan Credit Card
(KCCs), General Credit Cards (GCC) and collection of
cheques will be provided.
The Banks are also working together with the Unique
Identification Authority of India (UIDAI) for enrolment,
opening bank accounts and also to facilitate transfer of
government subsidies and other payments.

Issuing Cards:

FUTURE:
The Government had provided Rs 500 million to banks for
this initiative in the last fiscal year.
During his Budget speech this year, the Union Finance
Minister, Shri Pranab Mukherjee has proposed to extend the
Swabhimaan campaign to habitations with population of
more than 1000 in North Eastern and hilly States and to other
habitations which have crossed population of 2000 as per
Census 2011.

CONTD

As a next step, Ultra Small Branches are being set up at these

habitations, where Business Correspondents would deal with
cash transactions.
Union Finance Minister also informed that 70,000 habitations
have been covered so far under the Swabhimaan campaign
out of 73,000 identified habitations till March 2012.

SO

The Swabhimaan movement is:

significant beginning for transforming of rural
India through financial inclusion.

REFERENCE:

http://pib.nic.in/newsite/efeatures.aspx?relid=84236 (Press Information

Bureau, Government of India)
http://en.wikipedia.org/wiki/Swabhimaan_(campaign)