A leading international non-profit working on women’s financial inclusion approached to conduct ethnographic research to understand attitudinal, societal, institutional and knowledge-related barriers that prevent low-income urban women from building a habit of saving in banks.


In deep immersive conversations in their homes, we learnt more about the everyday life and context of savings patterns of low-income women. The Plum team shadowed them at the formal and informal institutions that they save money at to uncover the barriers faced at banks and financial institutions. All this was to find ways to design a service experience that would help engage them better.


The research was able to help a leading Indian public sector bank understand the different needs of their low-income consumers. The bank officials are now in the process of rolling out services and communications intended to engage low-income consumers.