For years, financial decisions in many rural households were often seen as a male responsibility. But that picture is slowly changing. Across rural and semi-urban parts of the country, women are becoming more active in managing money, i.e., saving regularly, using digital payments and even exploring new investment options.
In fact, women are no longer just managing household expenses quietly, many are now shaping how families save, spend and plan for the future, according to PayNearby Women Financial Index 2026.
A STEADY SHIFT TOWARDS DIGITAL PAYMENTS
The report shows that digital payments are steadily becoming part of everyday life for rural women. Around 38% of women in rural and semi-urban areas now use UPI at least once a week.
Most of these payments are for routine needs such as groceries, mobile recharges and utility bills. The growing use of digital tools reflects how convenience and speed are slowly replacing cash-only transactions.
At the same time, cash has not disappeared. Many women still prefer to withdraw small amounts when needed, mainly to manage daily household spending.
WOMEN EMERGING AS KEY SAVERS AT HOME
One of the most striking findings in the report is the role women play in household savings. About 85% of women surveyed said they are the primary savers for their families.
Even when incomes are modest, many women set aside small amounts regularly to build an emergency fund. Their savings goals often revolve around family security, especially children’s education, medical emergencies and essential household purchases.
However, formal banking is still not the only place where savings happen. Only about 32% currently save through formal channels such as bank deposits, indicating there is still room for wider financial inclusion.
GROWING CONFIDENCE IN MANAGING FINANCES
The report also reveals that women are becoming more confident in handling financial tasks themselves. Around 71% of women now operate their bank accounts independently.
This shift is particularly visible among younger women between the ages of 18 and 40, who are more comfortable using banking services without relying on family members.
Trust also plays an important role. Nearly 78% of women prefer carrying out financial transactions through women agents in their communities, saying it makes them feel more comfortable and understood.
INTEREST IN SAVINGS AND NEW INVESTMENT OPTIONS
While traditional savings remain popular, many women are also showing curiosity about new financial products. Around 44% expressed willingness to invest in gold-based savings plans through small-ticket SIP-style contributions when supported at local service points.
Gold continues to enjoy strong social trust as a safe store of value. At the same time, flexible deposit products such as fixed deposits and recurring deposits remain highly popular, with most women showing interest in saving through them.
Mutual funds, however, are still relatively unfamiliar. The report notes that fewer than one in ten women are aware of them.
INSURANCE, CREDIT AND HEALTH SERVICES GAINING ATTENTION
Financial awareness among rural women is also expanding beyond savings. Insurance adoption currently stands at about 26%, with health, life and accident policies being the most common.
Many women are also becoming more open to formal credit. Around 73% said they would consider borrowing through official financial channels, mainly for needs such as medical treatment, children’s education, farming inputs, home repairs or small business activities.
Healthcare access is also becoming part of the financial ecosystem in villages and small towns. About 37% of women now use local service points to access telehealth consultations, hygiene products and other basic wellness services.
“This year’s findings reflect a clear shift from basic access to structured financial participation across rural and semi-urban Bharat. We are witnessing more women independently managing their bank accounts, building disciplined monthly savings habits, and showing growing comfort with gold-based savings, insurance and formal credit,” said Anand Kumar Bajaj, Founder, MD and CEO of PayNearby.
He added that women represent a powerful but often under-recognised economic force in the country.
Jayatri Dasgupta, Chief Marketing Officer at PayNearby and Program Director of Digital Naari, said women agents are playing a key role in expanding financial awareness at the community level.
According to her, women are increasingly discussing savings plans, insurance and credit options with these agents, showing growing confidence in managing their finances.
Meanwhile, the findings suggest that the financial landscape in rural India is evolving gradually. Women are saving more regularly, using digital payments, exploring insurance and considering formal credit options.
