SRINAGAR: Jammu and Kashmir Government’s flagship employment initiative Mission YUVA, J and K Bank today launched a 45-day campaign titled “YUVA Udaan” aimed at accelerating the implementation of the programme across the Union Territory. The campaign was formally launched by the Bank’s MD and CEO, Amitava Chatterjee at its Corporate Headquarters in Srinagar.
Speaking at the launch, Amitava Chatterjee called the campaign a “transformational opportunity” and said the Bank was fully committed to acting as the principal financial partner in operationalising Mission YUVA, which seeks to promote youth-led entrepreneurship and job creation in J and K.
“During my 37 years in banking, I have not seen an initiative where such serious engagements and thoughtful deliberations have laid the foundation for success,” Chatterjee said, describing Mission YUVA as more than just a scheme—“a mission with an emotional quotient,” he said. “There is no scope for failure in this campaign,” he added, emphasising that the Bank’s efforts must match the ambition of the government.
Designed as a time-bound, mission-mode intervention, YUVA Udaan aims to catalyse credit outreach, application screening, and prompt disbursement of funds to eligible youth-led enterprises under the Government’s newly unveiled employment strategy. The campaign will span all Zonal, Divisional and Cluster Offices across J and K, supported by the entire branch network.
The campaign was launched in the presence of Executive Director Sudhir Gupta, General Managers, DGMs and other senior officers. Zonal and divisional heads participated virtually. Gupta called on teams to achieve the targets set under the campaign and “ensure rigorous monitoring and follow-up of all sanctioned cases.”
General Manager (Credit) Ashutosh Sareen described YUVA Udaan as a “high-voltage campaign” and a platform for “real grassroots transformation,” to turn employment-seekers into employment generators. DGM Rakesh Magotra provided an operational overview of the campaign and highlighted specific schemes launched by the Bank under the Mission YUVA umbrella.
The J and K Government formally launched Mission YUVA earlier this year with the ambitious goal of establishing 1,37,000 enterprises and creating employment opportunities for 4,25,000 unemployed youth. The scheme seeks to foster entrepreneurship, financial inclusion, and sustainable economic growth by facilitating credit access and institutional support at the grassroots.
As part of YUVA Udaan, J and K Bank branches have been instructed to proactively identify eligible beneficiaries, assist with documentation and application processing, and ensure speedy sanction and disbursement. Zonal offices will conduct extensive on-ground outreach, including credit camps, awareness drives and community engagements, to enhance the scheme’s visibility and connect with aspiring entrepreneurs.
The Bank stated that the campaign reaffirms its role as a “responsive and inclusive financial institution” and a key partner in the Union Territory’s development agenda. “Through this campaign, we are mobilising with purpose, speed and inclusivity to ensure no deserving applicant is left behind,” Chatterjee said. “It is our responsibility to help young people in J and K earn their livelihoods with dignity and pursue their chosen paths.”
