A Study on The Effectiveness of Marketing Strategies for Financial Services in Selected Districts of West Bengal

Abstract

The Reserve Bank of India's policy encouraged private and nationalized banks to expand their reach into rural areas, leading to a surge in financial inclusion initiatives across rural West Bengal. Banks developed innovative financial products tailored to the needs of the rural population, particularly farmers. These initiatives included financial literacy programs to enhance money management skills and the introduction of investment-linked products and credit card facilities for deposit holders.