Banks are being asked to become “cool” for Gen Z. Their problem isn't branding

India's finance minister wants public sector banks to get "cool" for Gen Z. With yoga vouchers, youth kiosks, awareness campaigns. But the numbers tell a different story. PSBs are losing young Indians as both depositors and borrowers, while, at the same time, fintech lenders capture 57% of India's small-ticket loan market. Some, even at interest rates as high as 600%. On this episode, host Rachel Varghese asks why India's public banks misdiagnosed the problem, what it's actually costing young borrowers, and whether the tools to fix it, like cheaper credit, and faster underwriting, that already exist can be pointed in this demographic's direction. Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. Subscribe for more exclusive, deeply-reported, and analytical business stories.