Women’s Financial Awareness Drive Starts in Kanyakumari, Heads to Madurai in 21-City India Tour

A nationwide financial awareness drive focused on women has been launched in Tamil Nadu, starting in Kanyakumari and moving next to Madurai.

The initiative, called #ChangeTheSoch, is a 30-day investor awareness campaign organised by Franklin Templeton. It aims to improve women’s financial literacy and encourage stronger participation in financial decision-making across India.

The campaign began on January 20, where more than 470 women farmers and fisherwomen took part in the inaugural session in Kanyakumari. The drive will travel over 4,000 kilometres, covering 21 cities, and will run from Kanyakumari to Kashmir.

Franklin Templeton President Avinash Satwalekar is leading the on-ground campaign. During the first session, he interacted directly with women participants and answered questions around:

• saving money
• investing
• financial security

The organisers described the event as a listening-and-learning exercise, where women openly shared personal experiences and asked practical questions connected to their financial lives.

The drive reflects a growing reality in India: women are increasingly managing household finances, but many still have limited access to structured financial education. Organisers say this gap is uneven across regions, which is why the campaign is being taken on the road rather than staying limited to major metros.

By focusing on investor awareness, the drive is also encouraging women to move beyond basic saving habits and understand long-term financial planning. It is meant to build confidence so women can participate more actively in decisions that affect their families, their work, and their personal stability.

After the first session in Kanyakumari, the campaign convoy officially departed for its next stop: Madurai.

This kind of initiative can matter because small improvements in financial knowledge often lead to bigger changes later, such as:

• more women opening bank and investment accounts
• greater awareness of financial products
• stronger planning for emergencies and retirement
• fewer women being excluded from major family financial decisions

The message of the campaign is straightforward: if women have better access to financial education, they can make better financial choices and build stronger security for themselves and their families.

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