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The campaign shows how PayNearby Saathi is helping customers access everyday digital and financial services with greater ease, confidence and trust

PayNearby, Bharat’s leading branchless banking and digital financial services network, has launched a new campaign for PayNearby Saathi, titled “Dil Se Desi. Life Digital.” PayNearby Saathi is its customer-facing UPI and financial wellness app for Bharat. Through relatable everyday stories, the campaign highlights how Saathi is making digital and financial services easier to understand, access and use for customers across Bharat.

As digital access expands across Bharat, the next phase of adoption will be shaped by how simple, familiar and trusted these services feel to customers. For many first-time and emerging users, confidence comes from being able to access services in a language they understand, through journeys that feel easy to follow and with the reassurance of a trusted neighbourhood retailer when needed. PayNearby Saathi has been built to support this transition by bringing together UPI payments, mobile recharge, bill payments, funds transfer, Mutual Funds, Fixed Deposits, Digital Gold and Aadhaar-linked subsidy status checks in one accessible platform.

The campaign captures simple moments from everyday life, a mobile recharge at home, an urgent funds transfer or a small step towards savings. Each story shows how Saathi can help customers complete essential tasks with ease, while building confidence to use digital services more independently.

Through four films, the campaign captures both sides of Bharat’s digital adoption journey. The anchor film features a neighbourhood retailer explaining Saathi to other retailers, highlighting their role as trusted access points who can guide customers towards digital services. The three customer films then bring this promise to life through everyday use cases. The recharge film captures a light-hearted household moment where a routine need is completed instantly through the app. The funds transfer film highlights the urgency of time-sensitive payments, while the savings film focuses on a homemaker’s journey towards building financial discipline through small, consistent actions.

Speaking on the campaign, Jayatri Dasgupta, Chief Marketing Officer, PayNearby, said, “For many customers across Bharat, digital adoption is a journey shaped by familiarity, trust and ease of use. Through PayNearby Saathi. Dil Se Desi. Life Digital., we are placing real consumer contexts at the centre of the campaign to show how digital and financial services can become more approachable in everyday life. Saathi has been designed to make access simpler, more intuitive and more language-friendly, while supporting customers as they move from assisted access to greater self-service confidence. Our larger focus is to build Saathi as a trusted digital companion for every household in Bharat.”

PayNearby Saathi is available in multiple Indian languages and is supported by a personal AI assistant that helps users understand and access digital services with greater confidence. The app also integrates Bhashini, the Government of India’s AI-driven language technology platform, allowing users to speak in their preferred language, raise queries and receive instant responses. This helps customers access digital and financial services with greater ease, especially in markets where language and confidence are key to adoption.

The campaign has been rolled out across YouTube and social media, reaching audiences across Bharat, including rural, semi-urban and urban markets.

Video Titles	Descriptor	Links
PayNearby Saathi Campaign Film	Retailer-Led Campaign Film	https://youtu.be/NYyjhg2V-mY
Ghar Se Paise Bhejein Ek Dum Aasaan	Easy Funds Transfer	https://youtu.be/8y3hgXVLfzA
Chhoti Shuruaat Se Bada Sapna	Goal-Based Savings	https://youtu.be/pOn-zbTyPx4
Ab Ghar Baithe Recharge Karein	Mobile Recharge	https://youtu.be/mgkcBIoKF1Q

 

Currently witnessing monthly run-rate exceeding ₹100 crore gold loan disbursement, enabling access to secured credit across Bharat

PayNearby, Bharat’s leading branchless banking and digital financial services network, announced that it has facilitated gold loan disbursals worth ₹550 crore in FY26 from small retail stores, primarily across semi-urban and rural regions. Of this, ₹100 crore was disbursed in March 2026. The company is expanding access to formal credit in underserved areas through its growing gold loan business, bringing fast, secured financing closer to customers across PayNearby’s network.

Gold loans offer a fast and efficient way for households, small business-owners and micro-entrepreneurs to access funds. Since gold is a widely trusted asset, borrowers can avail formal credit with minimal paperwork, for business needs, emergencies or short-term requirements. Through its retailer network, PayNearby enables discovery and initiation of gold loan applications beyond traditional branch catchments, with final verification and disbursement at partner branches. The assisted model helps build create awareness and encourages customers to understand and adopt formal credit options.

Customers can access funds in as little as two hours, making gold loans a practical solution for urgent financial needs. As a secured lending product, they offer a reliable source of credit at reasonable rates, supporting both household requirements and micro-enterprise growth.

The model is also enabling greater participation from women. With gold being a commonly held household asset, it allows women to access credit and support income generation, strengthening their role in financial decision-making.

Speaking on the development, Rajat Agarwal, Chief Business Officer – Enterprise and Financial Assets, PayNearby, said, “Access to timely and affordable credit remains a key need across Bharat. Gold loans, backed by a trusted household asset, offer a simple way to address this need. Through our network, we are enabling customers to access formal credit closer to them, with speed and ease. We also see strong potential to work with more banks and NBFC partners to scale this further, using a plug-and-play model that combines reach, trust and technology.”

PayNearby continues to partner with banks and NBFCs to expand gold loan access across Bharat. By leveraging its distribution network, the platform enables lenders to reach customers at scale through a simple, plug-and-play model, while making credit more accessible, fast and reliable at the last mile.

Simplifying cash withdrawals without cards or Aadhaar authentication

While UPI has transformed digital payments, access to cash remains essential, especially in semi-urban and rural areas. To address the need, PayNearby, Bharat’s leading branchless banking and digital financial network, has introduced UPI Cashpoint, enabling customers to withdraw cash using UPI QR at nearby retail stores, without the need for a debit card or Aadhaar authentication.

With this launch, customers can use their smartphone to scan UPI QR code at the local retail store, enter the amount, authenticate the transaction, and receive cash instantly.

PayNearby has enabled this service in partnership with IndusInd Bank, which powers the backend infrastructure for UPI-based cash withdrawals across its vast retail network. This allows customers to access cash through local stores in a simple and familiar manner, without the need to carry cards or remember Aadhaar details.

Customers can initiate withdrawals through third-party UPI apps (TPAPs), including PayNearby Saathi (in partnership with YES Bank) and other supported UPI applications. Designed to bring more users onto UPI, these apps offer a simple cash withdrawal experience, supported by on-ground handholding at retail stores.

As UPI evolves beyond payments, its role in enabling broader access to financial services is becoming more pronounced. In many parts of Bharat, access is not only about digital infrastructure, but also about trust and familiarity. By combining UPI with assisted service models through neighbourhood retailers, UPI Cashpoint brings together digital capability with on-ground accessibility, enabling customers to access cash through familiar local stores.

With a per transaction limit of ₹5,000, a daily limit of ₹10,000, and a monthly limit of ₹50,000 for customers, the service is designed to support everyday cash needs. The solution does not require any additional device or infrastructure at the retailer’s end, reducing the cost of setup and making cash withdrawal services easier to scale across existing neighbourhood stores.

Commenting on the launch, Anand Kumar Bajaj, Founder, MD & CEO, PayNearby, said, “UPI has become a foundational layer for digital payments in Bharat, and its role is now extending beyond transactions to enabling access. With UPI Cashpoint, we are enabling customers to access cash through trusted nearby retail stores using a simple UPI flow. This reflects how digital infrastructure can be adapted to meet everyday needs, while working closely with our banking partners to strengthen access and participation at the last mile.”

For retailers, UPI Cashpoint creates additional engagement and earning opportunities through increased footfall and transaction-led income. For customers, it brings essential financial services closer to where they live and transact, supported by familiar local interfaces.

PayNearby operates across 20,000+ PIN codes, enabling access to banking and digital services through local retail networks. UPI Cashpoint builds on this network by extending everyday cash access through an assisted retail network across Bharat.

Supporting women-led income generation across rural and semi-urban communities

Maharashtra is accelerating women-led entrepreneurship under the Lakhpati Didi mission, with a focus on enabling rural and semi-urban women to build stable and structured income streams. The state has set a target of creating 1 crore Lakhpati Didis. So far, over 38 lakh women have achieved this milestone, while another 56 lakh have been identified as potential beneficiaries. Participation is also reflected in the 2.4 crore women registered on the Digital Aajeevika platform, many seeking reliable and locally viable livelihood opportunities. In this evolving landscape, PayNearby’s Digital Naari initiative is supporting income continuity by enabling women to become providers of assisted financial and digital services within their communities.

As the emphasis shifts from enrolment to sustained earnings, particularly in smaller towns and villages where consistent earning avenues remain limited, Digital Naari is helping convert local demand for everyday services into commission-based income opportunities at the last mile.

PayNearby’s Digital Naari equips women with simple technology and structured training to deliver assisted financial and digital services within their communities. Each Digital Naari, often known as a banker didi, offers essential services such as cash withdrawals, account opening, money transfers, bill payments, insurance, credit, health and hygiene services, and mutual funds. Every transaction earns a commission, enabling women to build steady income while expanding access to essential services at the grassroots.

Jayatri Dasgupta, CMO, PayNearby and Program Director, Digital Naari, said, “As Maharashtra advances the Lakhpati Didi mission, the focus is moving toward enabling consistent income at the last mile. Women agents are delivering essential services that households need regularly, which creates repeat transactions and commission-based earnings. Our role is to provide structured training and accessible technology so women can build steady income while bringing reliable financial services closer to their communities.”

Maharashtra has an extensive self-help group network, with many women already linked to formal banking systems and livelihood initiatives. The next step lies in converting this participation into consistent income through accessible, demand-driven service models at the local level.

In Gadchiroli, Nutan’s experience illustrates how income-linked service models can stabilise household earnings. Earlier dependent on seasonal agriculture, she joined Digital Naari through her self-help group and began offering assisted banking services in her village. She now supports over 250 households, particularly during government benefit disbursements, reducing the need for residents to travel long distances for basic financial access. The additional commission income has strengthened her family’s financial stability while positioning her as a reliable local service provider.

A similar transition is visible in Nashik, where Dipali moved from being a homemaker to operating her own assisted service point. After joining the programme, she began earning regularly through services such as money transfers and bill payments. The role has contributed to household income while reinforcing her presence as a financial access facilitator within her community.

To expand its reach across the state, PayNearby works with State Rural Livelihood Missions, self-help group federations, microfinance institutions and development organisations. These partnerships support onboarding, structured training and integration into formal financial networks.

As Maharashtra progresses toward its Lakhpati Didi goals, Digital Naari is supporting on-ground execution by linking digital access with commission-based entrepreneurship. The programme enables more women to build stable incomes, strengthen local service access and participate more actively in the state’s economic growth.

44% Open to Investing in gold-based savings products through small-ticket SIPs

PayNearby Women Financial Index 2026, a comprehensive analysis of women’s financial and digital consumption across Bharat in 2026

• 85% of the Women in Bharat are the primary savers of the family
• 78% of women prefer transacting through women agents, citing trust and comfort
• 71% of women operate bank accounts independently
• 54% prefer biometric-based authentication for cash withdrawals, including Face Authentication
• 32% save monthly through formal financial channels, including goal-based savings and fixed deposits
• Insurance uptake stands at 26%, led by health, life and accident coverage
• 73% are open to formal credit for health, education and income-generating needs
• 37% of women access Swasth health services including telehealth consultations and sanitary products

PayNearby, Bharat’s branchless banking and digital financial services network, released the sixth edition of the PayNearby Women Financial Index 2026. The report highlights, 38% of women use UPI at least once a week, primarily for everyday payments such as groceries, utility bills and mobile recharges, showcasing a growing shift towards digital payments. Additionally, it highlighted the savings behaviour reflecting the growing financial discipline among women with 85% of women surveyed mentioned that they are the primary savers for the family.

Based on a survey of 10,000 women agents delivering digital and financial services in rural and semi-urban Bharat, the report outlines how women customers use these services and how assisted models are driving adoption beyond transactions.

The survey finds that there is also growing awareness among women for investment and asset-linked products through assisted guidance. Approximately 44% express willingness to invest in gold-based savings products through small-ticket SIPs when supported at their local service point, indicating openness to new investment options. This highlights the continued social acceptance of gold as a secure savings instrument. Alongside this, flexible small-ticket deposit products such as fixed deposits or recurring deposits, particularly those offering ease of withdrawal, receive strong preference, with 98% of women indicating willingness to save through them. Mutual funds as a category remain underpenetrated, with less than 10% of women aware of them.

The survey finds that 78% of women prefer transacting through women agents, citing trust, comfort and ease of interaction. This preference is shaping how women adopt and sustain financial behaviours, from day-to-day banking to longer-term savings and protection planning. The report also indicates that 71% of women now operate their bank accounts independently, with the strongest adoption seen among women in the 18–30 and 31–40 age groups, signalling increased confidence in managing routine financial needs without depending on family members.

Cash withdrawal continues to be one of the most essential services for women, helping them manage household spending and maintain ready access to money when needed. About 54% prefer biometric-based authentication for withdrawals, including Face Authentication, reflecting both comfort with familiar systems and trust in local service providers. The most common withdrawal range remains between ₹1,000 – ₹2,500.

At the same time, digital payments are steadily becoming part of routine transactions. While cash provides immediate access to funds, digital payments are increasingly used for convenience and speed.

Women’s maintain a dedicated emergency fund, setting aside small but consistent amounts to manage unforeseen expenses. Only 32% of them today save with a formal banking institution. Among the top savings goals, child education ranks first, followed by medical emergencies and buying household utility items, underscoring women’s focus on financial security and long-term household stability.

Insurance uptake stands at 26%, with health, life and accident coverage emerging as the most preferred categories. While awareness remains higher than enrolment, adoption continues to expand gradually. Around 32% of women agents report actively facilitating insurance enrolments within their communities, improving access and simplifying product understanding for customers.

Credit behaviour reflects purpose-driven borrowing and increasing comfort with formal options. Nearly 73% of women indicate openness to formal credit, primarily for medical expenses, children’s education, agricultural inputs, home repairs and small business activities. Alongside these needs, gold loans are also gaining relevance as a credit option for short-term liquidity, allowing women to meet urgent requirements without liquidating household assets.

Beyond banking and finance, Swasth (health) services are steadily gaining relevance within community-level service points. Around 37% of women customers now access health and hygiene-related services, including affordable telehealth consultations, sanitary pads and essential wellness products. The growing uptake of sanitary and hygiene products through these channels reflects increasing awareness around menstrual health, along with improved accessibility of essential services within communities. As basic healthcare becomes available closer to home, women are integrating health support alongside savings and insurance into their household priorities.

Overall, the findings of PWFI 2026 indicate that women across Bharat are steadily strengthening their financial agency. Participation is no longer limited to transactional access but is increasingly extending to structured savings, gold-based savings, growing interest in digital gold, gradual insurance adoption, and purpose-led formal credit, supported by trusted, community-based women agents.

Commenting on the findings, Anand Kumar Bajaj, Founder, MD and CEO, PayNearby, said, “This year’s findings reflect a clear shift from basic access to structured financial participation across rural and semi-urban Bharat. We are witnessing more women independently managing their bank accounts, building disciplined monthly savings habits, and showing growing comfort with gold-based savings, insurance and formal credit. Women represent the GDP reserve of our nation, holding the potential to drive sustained social and economic progress at the last mile. As familiarity with financial tools increases, trusted assisted models will continue to serve as the bridge, enabling women to move confidently from guided transactions to independent financial participation. Our focus remains on ensuring that financial and digital services are accessible to every household across Bharat.”

Jayatri Dasgupta, CMO, PayNearby and Program Director, Digital Naari, added, “Women agents continue to play a central role in strengthening last-mile financial access, particularly as women show a clear preference for transacting with a trusted female service provider. We are now witnessing a shift from access to agency, where engagement is moving beyond basic transactions to structured financial advisory. Savings discipline is improving, interest in micro SIP-based savings is increasing, insurance conversations are becoming more frequent, and more women are seeking formal credit for defined needs. Swasth health services and hygiene products are also becoming part of this local ecosystem, reflecting broader financial and social priorities. Women agents are seeing stronger customer continuity and engagement, reinforcing their role as community influencers and financial facilitators across rural and semi-urban Bharat.”

As women deepen their engagement with savings, gold-based savings, insurance, health services and formal credit, household financial resilience across Bharat continues to strengthen. Insurance and structured savings are steadily emerging as pillars of security, supported by women agents who ensure that financial and digital services remain accessible, trusted and relevant to every household across Bharat.

To reach over 10 million households through women-led assisted digital financial service networks

Gujarat is strengthening women-led livelihood efforts under the Lakhpati Didi mission, with a growing focus on helping rural and semi-urban women move from informal earnings to stable, structured income streams. As the emphasis shifts toward sustained last-mile income generation, PayNearby’s Digital Naari initiative, India’s leading branchless banking and digital financial services network, has set a target to onboard 1 lakh women across the state by FY28. The expansion aims to equip women with tools and training to earn steady commission-based income while bringing essential financial and digital services closer to their communities.

Women’s economic participation remains a key priority in public policy, with recent state and Union budgets reinforcing support for self-help groups and livelihood creation. The focus is steadily moving beyond enrolment in schemes toward enabling women to generate consistent and sustainable income within their own communities.

Digital Naari strengthens this ecosystem by equipping women with simple technology and structured training to deliver assisted financial and digital services within their own communities. Each Digital Naari, often known as a banker didi, offers essential services such as cash withdrawals, account opening, money transfers, bill payments, insurance, credit, health & hygiene services and mutual funds. Every transaction earns a commission, enabling women to build steady income while expanding access to essential services at the grassroots.

Jayatri Dasgupta, CMO, PayNearby and Program Director, Digital Naari, said, “The Digital Naari model is designed to generate steady and repeat income at the last mile. Women deliver essential, everyday services that households need year-round, which ensures consistent transactions and commission earnings. Nationally, over 1.5 lakh women associated with the platform collectively facilitate ₹10,000 crore annually. As we expand in Gujarat, our focus remains on building a sustainable, women-led service network that supports both livelihood growth and wider financial access.”

In Surat, Rekha Devi’s journey reflects how this transition unfolds at the grassroots. When her husband wanted to move into salaried employment and considered closing their services outlet, she chose to continue operations. After joining Digital Naari, she began offering assisted financial and digital services. Over time, the outlet’s monthly income grew steadily, supporting household expenses and strengthening her role as an independent earner within the family.

Since the programme’s launch, Digital Naari has expanded across 10,000+ PIN codes nationwide, onboarding over 1.5 lakh women. Collectively, they facilitate financial and digital transactions worth over ₹10,000 crore annually. More than 60 percent are first-time entrepreneurs earning commission-based income each month. The Gujarat expansion builds on this proven model to integrate more women into assisted digital service networks over the next three years.

To deepen its reach, PayNearby collaborates with State Rural Livelihood Missions, self-help group federations, microfinance institutions and non-governmental organisations. These partnerships help identify participants, provide training and connect them with formal financial systems.

As Gujarat advances the Lakhpati Didi mission, Digital Naari is strengthening service delivery at the grassroots. By combining accessible technology with income-linked service models, the programme enables more women to build steady earnings while expanding financial access within the formal economy.

Set to benefit up to 1 crore SHG members

PayNearby, India’s leading branchless banking and digital financial services network, has pioneered a secure dual-authentication based solution to digitise cash withdrawals and deposits for Self-Help Groups (SHGs), implemented across the PayNearby and Digital Naari platforms. This innovation addresses a critical operational bottleneck in SHG-bank linkage by enabling compliant, transparent access to group funds without requiring repeated physical visits to bank branches.

The service is set to benefit up to 1 crore SHG members, strengthening access to financial services and supporting smoother fund flows at the last mile.

Conventional SHG withdrawal processes typically mandate the physical presence of two authorised signatories at a bank branch, often resulting in delays, high transaction costs, and limited participation by women members. These constraints frequently lead to idle or informally held cash, undermining timely utilisation of funds for livelihood activities, micro-enterprises, and community development outcomes.

By enabling last-mile access to secure cash-in and cash-out (CICO) services within local communities, PayNearby’s SHG digitisation capability strengthens financial access, governance, and fund utilisation at the grassroots level. The dual-authentication mechanism embedded across its platforms ensures accountability, auditability, and risk mitigation, while empowering SHG members—particularly women—to transact digitally and independently.

This intervention contributes directly to global and national development priorities, including women’s economic empowerment, inclusive financial systems, and digital public infrastructure.

Anand Kumar Bajaj, Founder, MD & CEO, PayNearby, commenting on the launch, said, “SHGs play a pivotal role in rural economic progress, but accessing funds by members has always been cumbersome. With the dual-authentication SHG module, we are bringing secure and convenient access to every village, every doorstep. The integration of technology with the trust of our local business agents will not only save time but empower SHG members with access to financial services, strengthening families and communities across Bharat.”

Jayatri Dasgupta, CMO, PayNearby and Program Director, Digital Naari, added, “Self-Help Groups are central to rural economic development, particularly in advancing the economic agency of women and underserved communities. Through this innovation, we aim to strengthen rural livelihoods by ensuring that every woman can access her own money with dignity, ease, and trust. Our Digital Naaris have emerged as powerful enablers of community-led change, and this initiative marks an important step towards building inclusive financial systems and bringing Bharat closer to true financial empowerment.”

The launch reaffirms PayNearby’s commitment to building a digitally enabled Bharat where financial inclusion is not merely about having a bank account, but having convenient, secure, and instant access to funds where they are needed the most.

• Launches PayNearby Saathi, a breakthrough solution designed to make UPI access simple and local
• Saathi app is positioned as the financial wellness app for Bharat and includes the following services: UPI enabled Savings Account and payments, bouquet of investment products including FD/RD/Gold/Mutual Funds, and credit options such as personal loan, gold loan, business loans, and credit cards
• Available in multiple Indian languages and supported by an in-app AI guide
• Integrates the Government’s speech technology Bhashini, offering a voice-led experience for first-time users

PayNearby, India’s leading branchless banking and digital network, has received Third-Party Application Provider (TPAP) approval from the National Payments Corporation of India (NPCI). The company has introduced PayNearby Saathi – an innovative platform that will seamlessly ensure onboarding of citizens on UPI in an assisted mode through PayNearby’s retail network.

UPI is one of the most preferred payment modes in India, with over 504 million active users and the potential to reach a significantly wider population. As digital payments continue to expand, a large segment of India’s adult population is actively beginning its digital adoption journey, creating strong opportunities to build trust, awareness and digital literacy. Addressing this opportunity, PayNearby, through its 15 lakh retail partners and Digital Naaris, is enabling citizens across Bharat to transact digitally with ease and confidence.

PayNearby Saathi is available in multiple Indian languages, offering a simple and comfortable onboarding experience for existing and first-time users. Besides UPI payments, it also integrates key financial services into one unified platform. These services include opening UPI-linked bank accounts, making and receiving payments, paying bills, and more.

The app is supported by a personal AI assistant that helps users to navigate the digital ecosystem with confidence. Designed for those new or need help with digital services, it provides education, awareness, and real-time guidance across offerings such as UPI, mutual funds, insurance, and savings. With integrated voice assistance, users can learn and transact easily in their local language.

Strengthening accessibility further, PayNearby Saathi also integrates Bhashini, the Government of India’s AI-driven speech technology, allowing users to speak in their preferred language, raise queries, and receive instant responses — ensuring every citizen can confidently adopt digital and financial services without barriers.

Anand Kumar Bajaj, Founder, MD & CEO of PayNearby said, “UPI has gone global and a reflection of India’s strong digital payment ecosystem. Yet, for millions in India this digital revolution is still waiting to unfold fully. Our Distribution-as-a-Service model solves for accessibility challenges, especially in semi-urban and rural areas. Building on this foundation, with PayNearby Saathi we have simplified technology, localised it, and brought it to their trusted retail stores. The TPAP recognition will further strengthen our commitment of connecting Bharat to India. Our next step is to strengthen our network extensively and ensure that every citizen becomes a part of India’s digital financial revolution.”

Over time, the PayNearby Saathi app will further add other essential financial services including micro-insurance, lending, credit etc., ensuring long-term financial empowerment for audiences in Bharat.

PayNearby, India’s leading branchless banking and digital network, through its flagship women empowerment initiative Digital Naari, has launched a unique radio campaign titled “Dil Ki Baat” on the eve of Prime Minister Narendra Modi’s birthday. The campaign is an ode to the determination of grassroots women, giving their aspirations and dreams a voice that can reach the nation and its leaders. Inspired by the Prime Minister’s vision of Lakhpati Didi, these women have embraced financial and digital inclusion to transform their lives and communities, and through this initiative, they take the opportunity to express their gratitude.

Taking inspiration from the Prime Minister’s Mann Ki Baat, “Dil Ki Baat” turns the microphone towards celebrating women, their journeys, and the ecosystem that gave their dreams a voice. More than 500 Digital Naaris from across 20 states are sharing their gratitude, hopes and aspirations on radio. These messages, aired on national and regional FM stations, capture how women are using services such as cash withdrawal, UPI, insurance and bill payments to build financial independence, educate their children and support their families.

Dil Ki Baat is a national movement that carries the voices of women across Bharat, touching everyday lives and inspiring communities with stories of empowerment and hope. Behind every message lies not just a wish, but a testament of resilience and progress. Digital Naari is a movement where women lead, communities grow and India moves forward together. As these voices of change echo across the nation, one heartfelt wish unites them all: to one day thank the Prime Minister in person for inspiring this journey.

Speaking on the initiative, Jayatri Dasgupta, CMO, PayNearby and Program Director of Digital Naari, said, “Digital Naari is built on the belief that when women rise, entire communities rise with them. With Dil Ki Baat, our tribute is to these women, their resilience, their determination and their commitment to build a better future. This campaign gives them a voice on a larger platform, one that can reach the head of the state, and a unique opportunity to wish the Prime Minister whose vision of Digital India and Lakhpati Didi has fueled their dreams. These women are not just beneficiaries, they are changemakers who bring financial access, digital confidence and economic stability to their families and neighbourhoods. Their voices are powerful, authentic and deeply moving, and through this campaign we want the nation to pause, listen and recognise the extraordinary role they are playing in shaping Bharat’s future.”

The Dil Ki Baat campaign is airing on radio and amplified across social platforms, carrying the voices of women who represent resilience, aspiration and hope to millions across Bharat.

Click here to view the campaign video: https://youtu.be/PaGugt-1I9s

Hosts event in Varanasi to advance women’s entrepreneurship and financial independence in collaboration with UPSRLM and the District Commissioner’s Office, Varanasi

PayNearby, India’s leading branchless banking and digital network, through its flagship initiative Digital Naari, hosted an event in Varanasi in collaboration with the Uttar Pradesh State Rural Livelihoods Mission (UPSRLM) and the District Commissioner’s Office. The event focused on promoting women’s entrepreneurship and financial independence, underscoring the collective mission to build a resilient and self-reliant network of women entrepreneurs across rural Bharat.

The Digital Naari program is designed to create sustainable livelihood opportunities for women at the last mile by equipping them with digital tools, financial services, and entrepreneurial training. By integrating Vidyut Sakhis and BC Sakhis into the framework, the initiative is opening new avenues for women to earn steady incomes while delivering essential digital and financial services to their local communities.

In Uttar Pradesh alone, more than 10,000 women entrepreneurs have already been onboarded as Digital Naaris. Many of them, formerly engaged as Vidyut Sakhis and BC Sakhis, are now being upskilled to diversify their income streams. These women are actively providing essential services such as digital payments, banking support, healthcare and insurance access, e-commerce facilitation, and other locally relevant financial and digital solutions. By reducing barriers to access, Digital Naari is helping rural households manage their financial needs more efficiently while ensuring women gain confidence and independence.

Looking ahead, PayNearby aims to empower 1 lakh Digital Naaris across Uttar Pradesh and beyond over the next few years. This expanded network will serve as a strong force of community changemakers, enhancing household resilience, deepening digital adoption, and building sustainable pathways for women-led growth.

The Varanasi event witnessed participation from eminent dignitaries and stakeholders. Attendees included Shri S. Rajalingam, IAS – Commissioner, Varanasi Division; Shri Satyendra Kumar, IAS – District Magistrate, Varanasi; Shri Himanshu Nagpal, IAS – Chief Development Officer, Varanasi; Smt. Noopur Chaturvedi – CEO, Bharat Connect; Smt. Richa Bajpai – DGM, NABARD; Shri Pawan Kumar Singh, PDS – Deputy Commissioner, UPSRLM; Dr. Sarika Shrivastava – Director, Ashoka Institute of Technology & Management; Shri Anand Kumar Bajaj – Founder, MD & CEO, PayNearby; and Smt. Jayatri Dasgupta – CMO, PayNearby & Program Director, Digital Naari. Their presence underscored the significance of collaborative efforts in strengthening women’s entrepreneurship and advancing financial inclusion at the grassroots.

Speaking at the occasion, Anand Kumar Bajaj, Founder, MD & CEO, PayNearby said, “Digital Naari is our commitment to empowering rural women as catalysts of change. We provide them with the right tools, resources and knowledge and empower them to build stronger communities. Our collaboration with UPSRLM and the District Commissioner’s office in helping us accelerate this vision across Uttar Pradesh, encouraging more women to be a part of this social impact movement. We are witnessing a powerful shift in how women are driving digital and financial inclusion and aim to scale this movement to 1 lakh women across the state, ensuring that no woman is left behind in India’s digital growth story.”

Adding to this Jayatri Dasgupta, CMO PayNearby & Program Director of Digital Naari said, “The program offers women the flexibility to work from home or a store, select from over 25 essential services based on local demand, and operate at their own pace. Each Digital Naari, or “banker didi,” operates from home or runs her own store offering financial and digital services. Every transaction they facilitate earns them a commission, creating a steady income stream. This entrepreneurial model not only ensures long-term financial independence for the women but also guarantees that essential services remain consistently available to their communities.”