Daijiworld Media Network - New Delhi

New Delhi, Oct 4: Union Finance Minister Nirmala Sitharaman on Saturday launched a nationwide awareness campaign from Gandhinagar, calling on citizens to help spread the word about unclaimed financial assets and guide others in claiming what rightfully belongs to them. Emphasizing the importance of the three ‘A’s—Awareness, Access, and Action—Sitharaman said these principles are key to ensuring people can reclaim their funds lying dormant in the financial system.

Addressing the public, she urged everyone to become ambassadors of the initiative by reaching out to friends, family, and local communities to check if they hold documents related to unclaimed bank deposits, insurance policies, shares, mutual funds, or dividends. She encouraged them to assist others in registering on the official portal to start the claim process.

Sitharaman credited Prime Minister Narendra Modi for the idea, recalling his advice to take the campaign directly to the people and empower them to recover what is theirs. She noted with pride that Gujarat has taken the lead in rolling out the campaign, calling it a model for the rest of the country.

The Finance Minister stressed that the government, along with regulators, state governments, and banks—especially those operating in rural areas—are working together to ensure that rightful owners, their legal heirs, or nominees can access unclaimed financial assets. Many such funds remain untouched due to outdated account information or lack of awareness.

Describing the campaign as both a responsibility and a promise, Sitharaman said it is a step toward strengthening financial inclusion and ensuring that every rupee saved by citizens finds its way back to them.