The Jammu and Kashmir Bank has launched a three-month awareness and saturation campaign to promote financial inclusion schemes across the country, with a special focus on Jammu and Kashmir and Ladakh. The campaign aims to ensure universal access to financial services, in line with the Union Government’s ambitious drive. As part of this initiative, the bank conducted mega camps across all its clusters, including 20 districts in Jammu and Kashmir and Ladakh.
The mega camps, which were attended by large numbers of people, including elected local representatives and senior bank officials, aimed to promote 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 camps also focused on re-verifying Know Your Customer (KYC) details for inactive PMJDY accounts, issuing Rupay Cards, and encouraging account holders to avail of the nomination facility.
According to the bank’s Managing Director and CEO, Amitava Chatterjee, the campaign is designed to reach out to the unserved and underserved sections of society and extend the benefits of social security and pension schemes to the last mile. The bank has mobilized its extensive branch and business correspondent network to support the drive, particularly in rural and remote locations.
The initiative has received active participation from local communities, with many individuals enrolling in these schemes for the first time. The bank staff also provided financial literacy and counseling sessions on saving habits, insurance, pension, and digital banking. Participants appreciated the bank’s efforts, stating that such campaigns contribute significantly to building a financially inclusive society.
The bank will continue to hold similar camps throughout the campaign period, in close coordination with local administration, to ensure that no eligible citizen is left out. The campaign aims to saturate all eligible citizens under these social security schemes, enhancing awareness, facilitating enrollments, and ensuring re-verification where needed. By doing so, the bank hopes to promote financial empowerment and inclusive growth, particularly in rural and remote areas.