Digital Transformation of Rural Banking Product and Services of Indigenous Group: A Case Study on Balangir District

Abstract

Technology is a catalyst for achieving rapid economic progress in the 21^st century. Governments worldwide have increasingly embraced technology as a pivotal instrument for efficiently executing and delivering the outcomes of their diverse developmental schemes and programs. Digitalization means technology-driven systems and processes with the use of computers and the internet. The Government of India has prioritized the provision of modern financial services across the nation as a strategic approach to fostering rapid economic growth. Banking is the most prominent among all financial services as everybody uses one or the other banking products almost every day. The direct transfer of financial benefits of various poverty alleviation programmes to the bank accounts of beneficiaries requires an online banking platform throughout the length and breadth of the country. Furthermore, both the central and state governments are making concerted efforts to promote financial literacy in remote regions, aiming to enhance financial inclusion. Governments have launched vigorous campaigns, particularly targeting individuals in remote regions, urging them to actively utilize Jan Dhan Yojana bank accounts, Aadhaar card identification, and mobile phones (JAM) to access the advantages of contemporary financial services, primarily accessible through online platforms. This dissertation conducts a comprehensive survey and analysis of the effects of the government's JAM campaign on the banking behaviors, inclinations, attitudes, and aspirations of the indigenous population residing in the Balangir district of Odisha state. Additionally, it endeavors to assess the banking sector's response to the government's initiative aimed at delivering modern digital financial services to citizens across all regions.