Karimnagar DCCB uses folk media to reach out to rural masses as part of financial literacy programme

K M Dayashankar


-Villagers were explained about the banking products and financial inclusion initiatives of Union government like PMJJBY and PMSBY, Atal Pension Yojana,  etc

-They also sensitised women SHGs, digital banking tools like transactions on ATM, internet banking etc

-Safety measures to be adopted while doing e-transactions and creating awareness about benefits of timely repayment of loan instalments, loss suffered by farmers for not repaying bank loans in time


KARIMNAGAR: The Karimnagar District Cooperative Central Bank (DCCB) which has emerged as the best cooperative bank in the country and received several national awards by the NAFSCOB and NABARD since last few years, has embarked upon an ambitious task of bringing the rural folk into the banking sector and launched financial literacy programmes in the rural areas.

The Karimnagar DCCB is using the most effective traditional folk media to reach to the rural masses by organising financial literacy programmes. The DCCB had chosen the ‘Burra Katha’ (Nukkad natak), the ancient form of folk media to motivate the people and educate them about the importance of financial discipline and utilisation of cooperative bank services with the support of NABARD.

Even as the modern mass media and the advent of social media, still there is good craze for the traditional folk media in the rural areas. Though, the mass media are not performing the role expected because of some limitations. On the other hand, the folk media communication has emerged as significant tools in the process of educating the rural people in the desired direction, as it is evident with the overwhelming turnout for the ‘Burrakatha” shows organised in various villages of the integrated Karimnagar district.

During a “Burrakatha’ show organised in Singapur village of Huzurabad mandal on Tuesday as part of financial literacy programme by DCCB, the ruralfolk turned out in large numbers and enjoyed the captivating performance by the artists. The folk artists had explained in detail about the importance of Karimnagar DCCB and its history of completing 100 years of existence and making profits.

The folk media also empowered importance of having bank accounts for availing all the government benefits and savings for the future with good interest rates and availing loans for their economic activities, housing, education, farm mechanisation etc. They also cautioned the villagers to be wary about private finance companies as there was every possibility of cheating them and suggested them to invest in the cooperative bank for total security.

In a lively demonstration through their play, the folk artists explained about how the people were being cheated by cyber crime offenders. They empowered the people about the importance of cash-less transactions by using ATM and Kisan Credit Cards. The folk media shows were being organised throughout the district to educate the rural masses about financial discipline.

On this occasion, DCCB Chief Executive Officer N Satyanarayana Rao explained about the cooperative bank was making strides and benefiting the farmers and all other sections of the society. Stating that the DCCB was providing services on par with any commercial bank, he said that the DCCB alone was providing housing and education loans to the people living in the rural areas.

He called upon the people to utilise the opportunity to secure highest interest rate of 7 per cent by making deposits in ‘Shatabdhi deposit’ scheme launched as part of centenary celebrations. He said that they were providing car, tractor and motorcycle loans to the farmers, who availed crop loans without any further documentation and processing fees.

He said that the Karimnagar DCCB also tops in providing highest amount of loans to the women SHGs and called upon the womenfolk to set up economic activity units and get 35 per cent subsidy. Village sarpanch Manjula, General Manager B Sridhar, Huzurabad branch manager Shyam, and others were also present.

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