Responsible Finance Forum

Swadhaar, ACCION & AirTel Money: Mobile Money Training for Female Customers in India

01 March 2015
Source:  GSMA

Customer marketing and education are always important to driving the adoption of mobile money, but they are absolutely crucial for female customers, who generally take more time than men to trust and start using mobile money services. In India, where uptake of mobile money has been slow—only 3% of women have heard of it and 0.1% have used it — customer education must be a key part of any successful mobile money initiative. This snapshot looks at how Swadhaar identified the needs of its urban and resource-poor female customers and then used these insights to create tailored training materials for a mobile money loan repayment pilot with Airtel Money in Mumbai, India.