Banks became institutions with social responsibility. They decided to go to weaker sections of the society and help them in achieving their aspirations. Rural areas which hitherto were untouched by banks became the special targets of the banks. Opening of branches in rural areas assumed new significance. As a consequence, more than 40% of the branches of nationalized banks are in rural areas. In spite of rapid industrialization and development of cities, more than 70 percent of the people live in rural areas. It is therefore, clear that India can’t progress without making an earnest effort to improve their lot. Rural populace has to be involved in the mainstream of the nation in one form or another. Rural indebtedness had taken deep roots in the country. It constituted a serious economic, social and political problem. Banks came to the rescues of the rural population as a ‘messiah’ and gave them a new sense of dignity. The picture of rural India has changed in a big way during the last two decades. There has been no scheme or development project in which banks have not been directly involved. Be it IRDP, RLEGP, TRYSEM, SEP UP or POP, banks have always been in the forefront. Banks, it can be claimed, have achieved almost all the targets for priority sector advances fixed for them in the last few years. Banks are not only giving loans for purchase of tractors, seeds or for digging of wells, but also becoming active participants in bringing new technology to the farmers and in educating them. In fact, it is through the banks only that the Indian farmer is reaching out to the latest advances in the field of agriculture.

Seema Jha created and oversees the Sustainability Department at Rural Ltd. where she leads the healthcare industry in pursuing enhanced environmental practices that align with business imperatives. Current projects include sustainability for environment.