Summary
Launching a strategic drill through “Grahak Mitras” in all its branches—especially rural and semi-urban branches—the nation’s largest Indian public sector bank in terms of reach, State Bank of India (SBI), has taken a start. The main objective of the same is to enlist active customers who have not yet become habituated or used to digital platforms to use Alternate Banking Channels like mobile banking, internet banking, UPI, YONO app, and ATMs.
These Grahak Mitras enable customers to access digital banking facilities simply and safely by functioning as facilitators or buddy friends. They offer beneficial assistance to operations such as managing the SBI YONO app, UPI money transfer, balance checking, and ATM operation know-how.
Through more digital service users, SBI hopes to reduce traffic at the branches, speed up customer service, and enable more people to conduct financial transactions on their own. Grahak Mitras allows SBI employees to engage in higher-order banking activities even as they attend to basic consumer needs and digital literacy.
Above all, Grahak Mitras’ completely free-of-cost services reflect SBI’s customer-centric and inclusive banking approach. Next most reliant on this initiative are Digital India and financial inclusion initiatives.
Introduction
State Bank of India (SBI), India’s largest public sector bank, has always been at the forefront of taking banking services to the doorstep of the common man. In its newest initiative, SBI has introduced a new program titled ‘Grahak Mitras’ to promote the use of alternate channels of banking by its customers. This is to offer banking in a simpler, faster, and more personalized way to everyone, especially to those who may not be aware of how to use modern digital media or prefer having personal contact.
In simple words, alternative banking channels are ways of banking without visiting a bank branch. They encompass ATMs, internet banking, mobile banking, QR code payment, UPI (Unified Payments Interface), and even phoning the bank’s customer care call center. While these options save time and offer convenience, many people, especially in rural areas, older customers, and those who are not tech-savvy, still find it difficult to use them.
Grahak Mitras are banking assistants who are specially trained to assist customers in learning and utilizing these alternative banking facilities. They will be present at SBI branches and may also extend their services to visiting customers in local areas. Their major work is to guide and instruct individuals on utilizing services like online money transactions, mobile banking apps, checking one’s account balance without the need to visit the bank, and a lot more.
The goal of this program is not only to ease the load on physical branches but also to allow customers to take care of their money by themselves in the online space. With India moving fast towards a digital economy, it is highly essential that all individuals, irrespective of their age group or background, should feel safe while making transactions via digital banking.
What are Alternate Banking Channels (ABCs)?
Alternate Banking Channels are banking channels other than visiting a bank branch to avail banking services. They are:
- Internet Banking
- Mobile Banking (YONO by SBI)
- ATM Services
- Micro ATMs
- SMS and Missed Call Banking
- UPI (Unified Payments Interface)
- POS Machines
- Banking Correspondents (BCs)
These channels are a requirement now, providing convenience, accessibility, and cost advantage to the customers and banks. But the majority of the Indian population, particularly rural and semi-urban, is not aware of or resistant to utilizing these electronic channels for various reasons like lack of digital literacy, fear of fraud, or unfamiliarity with the technology.
Who are ‘Grahak Mitras’?
‘Grahak Mitras’ (Customer Friends) are specifically designated SBI personnel or outsourced staff who are trained to guide, educate, and hand-hold customers to use alternative channels of banking. These staff are the gateway between the bank and digitally illiterate customers and lead them through user-friendly channels to avail basic banking services.
Major Duties
- Educating Customers – Informing customers about how to use ATMs, mobile banking, UPI, and other electronic modes.
- Onboarding Support – Helping with enrollment for Internet Banking, YONO, or connecting Aadhaar and mobile numbers.
- Fraud Awareness – Informing users about safe banking and phishing scams, and fraud online.
- Feedback Gathering – Collecting customers’ feedback for service and website improvement.
The Vision Behind the Initiative
The deployment of ‘Grahak Mitras’ by SBI is in pursuance of its overall aim of financial inclusion and customer-based banking. The bank recognizes that:
- Digital empowerment is not fulfilling unless it includes everyone.
- There is a deficiency of trust, especially among a section of the population, regarding digital banking.
- One-to-one people assistance can pick up the speed of technology absorption, particularly in rural India.
Through this project, SBI is trying to remove the fear of technology and give confidence to customers so that they are self-reliant in handling their money.
Strategic Deployment: Where Are Grahak Mitras Deployed?
Although the program is pan-India, emphasis has been laid on:
- Rural and far-off villages
- Semi-urban towns
- Digitally adopted low districts
These branches normally receive high footfall for core banking transactions. With the deployment of Grahak Mitras, SBI aims to decongest bank counters, enhance customer experience, and maximize branch productivity.
Advantages of the Grahak Mitra Program
1. Improved Customer Service
Lost customers in the digital world now have a smiling face to contact. This is more human-friendly and accessible.
2. Digital Onboarding
With one-to-one guidance, customers will likely onboard onto products like YONO, mobile banking, and UPI, less reliant on physical channels.
3. Operational Efficiency
Through the reduction of over-the-counter transactions, branch staff can have more time for more sophisticated tasks such as loan processing, advisory services, and relationship management.
4. Support for Government Initiatives
The initiative promotes national initiatives such as:
- Digital India
- Jan Dhan Yojana
- PMGDISHA (Pradhan Mantri Gramin Digital Saksharta Abhiyan)
Case Studies and Initial Impact
As new as they are, the initial customer and branch responses have been positive:
- In Maharashtra, SBI branches reported a 25% decrease in foot traffic for passbook printing and balance checks within two months of deploying Grahak Mitras.
- In Uttar Pradesh, local panchayats collaborated with Grahak Mitras to organize digital literacy camps, with major increases in UPI transactions.
Training and Skill Development
To attain efficiency, SBI has introduced systematic training modules for Grahak Mitras. These include:
- Hands-on training on mobile and internet banking
- Customer interaction skills
- Cybersecurity basics
- Real-time simulation for transaction support
In the majority of cases, these Grahak Mitras are neighborhood youth, promoting local employment and trust.
Challenges and the Way Forward
Despite the encouraging beginning, there are challenges:
- Language and illiteracy pockets in multi-cultural areas
- Digital security concerns
- Continued upskilling of Grahak Mitras to match emerging technology
- Providing consistent performance and responsibility
SBI is engaged in creating feedback loops, performance audits, and incentive systems so that the initiative is sustained in the long term.
Conclusion
The introduction of ‘Grahak Mitras’ by SBI is a big and thoughtful step towards ease of banking and accessibility for all Indians, especially the ones who are not very comfortable with digital services. In today’s high-speed world, where shopping to money transfers are being done online, nobody should be left behind just because they don’t know how to use an app on their phone or might not even have a smartphone.
SBI knows that. That is why they have launched Grahak Mitras – friendly companions who stand by the side of the customers, patiently advise them, and accompany them through the usage of digital banking facilities such as YONO, UPI, ATMs, and mobile banking. Having someone who can demonstrate to them the way it works, people are safer and more confident in using digital services.
It is also beneficial for this reason for the bank. With more use of internet and mobile banking, the workload at the bank’s branches is reduced. Grahak Mitras then need to deal with basic queries and training, which frees the bank employees to do more pressing work. It also saves time for the customers because they don’t have to spend long hours at the counter just to view their balance or transfer money.
Frequently Asked Questions (FAQ’s)
Ans: No, the services of Grahak Mitras are completely free of cost. They are deployed by SBI to help and guide customers.
Ans: Not all branches are Grahak Mitras at present. SBI is rolling out this scheme gradually, starting with rural and high-usage branches. With time, Grahak Mitras’ facilities will extend to India.
Ans: No. Grahak Mitras are trained to facilitate basic and online banking transactions. For complex issues like loans, investment advice, or account-related issues, you will still have to speak to regular bank staff.
Ans: Grahak Mitras can be SBI employees or outsourced staff trained and authorized by SBI to discharge their functions effectively.
Ans: Grahak Mitras will be wearing identification badges or uniforms, and you can find them marked at the customer service assistance desk or digital banking assistance desk in the branch.
Ans: With Grahak Mitras:
You get one-to-one guidance for digital banking.
You don’t spend time standing in queues.
You learn about safe banking habits.
You gain confidence in operating mobile and internet banking tools independently.
