Sitharaman’s ‘cool’ pitch for banks to win Gen Z

Finance Minister Nirmala Sitharaman urged public sector banks to adopt a more "cool" and youthful image to appeal to Gen Z customers. Speaking at the PSB Confluence, she emphasized that young people view private sector banks as more appealing due to their perceived coolness. Sitharaman called on banks to engage with young customers by understanding their expectations and maintaining prudential standards.

She suggested launching a month-long 'Banking for Youth' campaign, extending it beyond traditional bank branches to colleges, universities, and skill-building institutions. The campaign could include free online courses, lifestyle-linked benefits, and improved credit score awareness. Sitharaman stressed that public sector banks must become the first and most trusted choice of young Indians, supporting their financial journey from early accounts to entrepreneurship and investments.