As part of RBI’s literacy initiative, Bajaj Finance engages 75 tribal residents in Araku Valley on ATM misuse, scam prevention, and savings habits
In the hilly terrains of Gondivalasa village under the Chinalabudu Panchayat of Araku Mandal, financial literacy took centre stage as Bajaj Finance Ltd. brought its ‘Arthsutra Samvad’ programme to the region. The initiative, conducted under the Reserve Bank of India’s national financial literacy framework, focused on engaging tribal communities in real-world conversations about money, fraud, and financial discipline.
On December 6, a similar outreach was held in Minimuluru village of Paderu Mandal, reinforcing the company’s commitment to rural and underbanked regions. Through this pan-India campaign, Bajaj Finance aims to build lasting financial awareness across villages, especially in areas where access to formal financial services remains limited.
The event at Gondivalasa welcomed around 75 participants, most of whom were members of tribal households. The gathering was marked by the presence of senior local figures, including Shri Panchadi Govind, Deputy Tehsildar of Araku Mandal, Shri B. Upender, Sarpanch of Chinalabudu Panchayat, and Shri Rayavarapu Venkatarao, representing the Naandi Foundation. Together, they underscored the urgent need for awareness and the risks posed by lack of access to reliable information.
Bajaj Finance’s Arthsutra Samvad is structured as a ground-level platform designed to reach citizens who are often excluded from mainstream banking discourse. It moves beyond presentations and engages people in direct, situation-based learning. At the heart of the programme is a simple but urgent mission: to equip individuals with the knowledge to identify and resist fraud, protect their savings, and manage money with confidence.
Deputy Tehsildar Shri Panchadi Govind addressed the audience with a stark reminder. “There have been many instances where individuals arrive at a bank branch only to realise their savings have vanished. Without knowing, they have become victims of fraud. Awareness can prevent this. It empowers communities to stand firm against exploitation,” he said, urging participants to make saving and budgeting a routine practice.
Sarpanch Shri B. Upender highlighted how illiteracy is often exploited by fraudsters. “We’ve seen cases where people have unknowingly handed over their thumbprints or ATM cards. These acts of trust are misused by others to withdraw money without consent,” he said. He appealed to the community to remain cautious and alert, particularly when using ATMs or online platforms. “Talk to your families, talk to your neighbours. Share what you learn. That is how awareness spreads.”
Echoing the same message, Shri Rayavarapu Venkatarao from the Naandi Foundation addressed the participants with practical advice. He warned villagers about too-good-to-be-true money offers and shared real examples from nearby regions where residents fell prey to financial scams by downloading .apk files or allowing others to access their bank accounts. “Nothing comes free,” he cautioned. “If something feels suspicious, it likely is. Stay away from people offering easy money in exchange for your bank details.”
A vital part of the programme was the awareness session on helpline number 1930, which citizens can use to report cyber fraud. The participants were educated about common forms of digital fraud including ATM skimming, phishing links, fake investment schemes on WhatsApp, and scams involving suspicious .apk files. The session also covered how to use mobile phones responsibly and how to avoid installing unverified apps that can compromise financial data.
The format of Arthsutra Samvad combines interaction, local language explanations, and community dialogue to communicate essential financial practices in a relatable manner. Through group discussions and shared stories, participants are encouraged to think critically about how they manage their money, who they trust, and what precautions they take before engaging in any financial transaction.
In addition to highlighting fraud, the programme emphasized building habits like saving regularly, budgeting monthly income, and preparing financially for emergencies. Topics such as responsible borrowing and understanding interest rates were addressed using everyday examples. Participants were also shown how to read bank statements, identify unauthorized withdrawals, and understand the implications of over-dependence on informal credit.
The initiative also intends to strengthen community-based financial culture by involving panchayats, self-help groups, and local institutions. Bajaj Finance plans to continue the programme through cultural events, expert-led sessions, and interactive formats that simplify finance without losing the seriousness of the message.
A spokesperson from Bajaj Finance stated, “As part of our responsibility within the 100-year-old Bajaj Group, we believe in enabling inclusion at the grassroots. Arthsutra Samvad is not just about teaching financial terms. It is about helping people understand what financial safety means, especially for the unbanked and underserved. We want to bring people into India’s financial mainstream, and that begins with trust, understanding, and awareness.”
This initiative is part of Bajaj Finance Ltd.’s broader pan-India campaign aimed at bringing financial inclusion to rural, tribal, and remote parts of the country. Backed by RBI’s nationwide literacy efforts, Arthsutra Samvad represents a model of what financial education can look like when it is adapted to the lived realities of its audience.
Bajaj Finance, a part of the Bajaj Finserv family, continues to work at the intersection of financial services and social responsibility, anchoring its community engagements in direct dialogue and practical education. The company’s presence in Andhra Pradesh through Arthsutra Samvad showcases its intent to deliver change where it is needed the most.
The financial literacy events in Araku district are expected to inspire similar workshops across the region. With continued support from local administration and community partners like the Naandi Foundation, the campaign aims to deepen its roots and reach more remote households in the coming months.
The story was reported by Prittle Prattle News, featuring you virtuously under the leadership of Editor-in-Chief Smruti Bhalerao, who continues to spotlight stories that emerge from India’s most resilient and often underrepresented communities.
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