The Rajasthan State Rural Livelihood Development Council (Rajeevika) has launched a month-long statewide campaign titled “Mission Samriddhi Didi”, aimed at strengthening timely bank credit access for Self-Help Group (SHG) women, expanding women-led enterprises, and deepening digital financial inclusion in rural areas.
The campaign was formally inaugurated by Smt. Smriti Sharan, Joint Secretary, Ministry of Rural Development, Government of India, in the presence of Smt. Neha Giri, State Mission Director, Rajeevika.
The virtual launch witnessed participation from SLBC representatives, senior bank officials, District Project Managers, district and block mission units, and Rajeevika’s field and SPMU teams—signalling a unified commitment toward advancing rural women’s economic empowerment.
The mission focuses on enhancing SHG credit linkage, supporting new and existing micro-enterprises, and improving coordination between banks and district-level teams. Special emphasis is being placed on secure cashless transactions, digital financial literacy, doorstep banking through BC Sakhis, and social security and asset insurance for rural women entrepreneurs.
Senior officials highlighted that strengthened financial inclusion is critical to building sustainable livelihoods for rural women and creating a resilient rural economy.
Over the next month, Rajeevika’s district and block units will work closely with banks and SHG networks through field verification, credit coordination, enterprise support, and daily progress monitoring to achieve the mission’s objectives.
“Mission Samriddhi Didi” is expected to significantly advance Rajasthan’s vision of developing a digitally enabled, enterprise-ready SHG ecosystem and fostering a more empowered and prosperous rural landscape.
