Through its Digital Naari initiative, PayNearby shifts the focus from traditional gifts to empowering women with income-generating opportunities.
Mumbai, August 8, 2025: Raksha Bandhan has long been a celebration of love and protection between siblings, often marked with gifts like sweets, clothes or jewellery. This year, PayNearby, India’s leading branchless banking and digital network, is encouraging brothers to go beyond conventional presents and gift their sisters something that lasts a lifetime—financial independence.
As part of its Digital Naari initiative, PayNearby has launched a 360-degree nationwide campaign, “Iss Raksha Bandhan, Kuch Alag Karein,” aimed at inspiring brothers to empower their sisters through income-generating tools and opportunities. The campaign is being promoted across radio channels including Vividh Bharati and Radio City, social media, SMS, and WhatsApp to PayNearby’s extensive retailer community.
The advertisements use real-life stories to highlight the impact of financial empowerment. One features Poonam from Patna, whose brother gifted her the chance to become a Digital Naari retailer. Today, she earns ₹200–₹300 daily by offering essential banking and digital services, earning the affectionate title “Banking Didi” in her village. Another story showcases Rima, who rebuilt her family’s finances after receiving the same opportunity, now earning ₹7,000 per month from home.
Jayatri Dasgupta, CMO of PayNearby and Program Director of Digital Naari, said, “This Raksha Bandhan, we want brothers to invest in the long-term empowerment of their sisters. With Digital Naari, women can provide vital banking services—such as cash withdrawals, money transfers, mobile recharges and bill payments—while gaining financial independence and dignity. It’s a step towards socio-economic growth for the entire community.”
The campaign redefines “protection” as enabling women to be earners, advisors, and leaders in rural and semi-urban India. By replacing material gifts with tools for self-employment, brothers can help transform their sisters’ lives and contribute to a wider movement of women’s empowerment.
This festive season, PayNearby is calling on families nationwide to join the cause because “Digital Naari… Ab Teri Baari.”
About PayNearby:
PayNearby is India’s largest branchless banking and digital network, offering essential financial and digital services to underserved communities. Through initiatives like Digital Naari, the company focuses on financial inclusion by enabling women and small retailers to provide neighbourhood banking solutions such as money transfers, bill payments, recharges, and more, fostering both individual empowerment and community growth.
For more information, please visit http://www.paynearby.in/