Unlocking Human Perspectives of PMJDY Evidence from Rajasthan and Madhya Pradesh

The Pradhan Mantri Jan Dhan Yojana (PMJDY), India’s biggest financial inclusion initiative, has transformed the banking sector in India. However, its real impact can only be gauged through the experiences and perceptions of the people it seeks to empower. This study explores the motivating factors driving force behind successful implementation of PMJDY and examines its role in transforming livelihoods and promoting financial empowerment among its beneficiaries. The findings indicate five key motivational factors driving the mass adoption of PMJDY—operational benefits, access convenience, service reliability, livelihood transformation, and financial empowerment. These factors align with a behavioural model rooted in Operant Conditioning Theory, where continuous reinforcements (operational ease and convenience) initiate financial habits, variable reinforcements (periodic benefits like DBTs) sustain engagement, and generalized reinforcements (empowerment outcomes) foster intrinsic motivation. This progression leads to sustained behavioural change and psychological empowerment, highlighting PMJDY’s long-term impact beyond mere account ownership. Additionally, PMJDY has contributed substantially to improving the lives of beneficiaries, with a particularly notable impact on livelihood transformation and the enhancement of financial empowerment. This framework offers a novel lens to understand the long-term impact of PMJDY beyond financial inclusion