Nirmala Sitharaman's Gen Z outreach: Public sector banks need to be more ‘cool’
Nirmala Sitharaman has asked public sector banks to launch a month-long ‘Banking for Youth’ campaign starting October.
Finance Minister Nirmala Sitharaman emphasized on Tuesday that public sector banks must become more appealing and "cool" to attract Gen Z customers. At the PSB Confluence 2026, she expressed that young people often prefer private banks due to their perceived "cool" factor. Sitharaman urged public sector banks to understand this preference and find innovative ways to connect with younger customers.
She proposed launching a month-long "Banking for Youth" campaign in October, coordinated through the Indian Banks’ Association (IBA), to build lasting relationships with young customers. The campaign would target colleges, universities, skill centers, and other campuses to open accounts, raise financial awareness, and engage with young customers.
Sitharaman also suggested offering free online courses, coupons for fitness and mental wellness, and dedicated spaces called "Yuva Kiosks" or "Yuva Banking Mitra" to assist young customers.
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