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Ketharaman Swaminathan
Ketharaman Swaminathan - GTM360 Marketing Solutions - Pune 08 May, 2015, 12:441 like 1 like

Great post. I couldn't agree more.

Just this past week, the Government of India launched two bank account linked insurance products, namely, Pradhan Mantri Jeevan Jyoti Bima Yojana and Pradhan Mantri Suraksha Bima Yojana. Both brand names are in Hindi. While Hindi is India's national language, it's only one of 14 widely spoken languages across the 25+ states of the country. I know you're not a native Hindi speaker. Neither am I. But even many native Hindi speakers I know didn't know that the first product was for life insurance and the second one was for accident insurance! 

The policy-makers are perhaps trying to put the spotlight on their political masters by choosing such descriptive names but, unless they overcome this tendency and start using branding that resonates with consumers, many FI schemes like these might languish. Therefore, to your list, I'd add "simplicity in branding" as one more CSF for driving widespread financial inclusion.


Graham Seel
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Graham Seel

Principal Consultant

BankTech Consulting

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17 Apr 2015



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Financial Inclusion

The financial services industry has much to contribute to the UN and World Bank goal of full financial inclusion by 2020. This group will focus on industry contributions, ideas, barriers and enablers.

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