Published Paper Details:

Savings and investment play a vital role in the economic well-being of households as well as in the overall development of a nation. For rural households, effective saving and investment decisions are particularly important, as they help in managing income uncertainties, meeting future financial needs, and improving living standards. However, despite the availability of various savings and investment avenues, the level of awareness and participation among rural households often remains limited. This study aims to examine the extent of financial awareness among rural household. The research focuses on understanding the level of knowledge related to traditional and modern investment options, and the sources of financial information available to rural households. The data has been collected through structured questionnaire and analysed. The research methodology employed in this study includes the Percentage analysis, Garrett ranking and Chi-square test. The study revealed that the most rural households possess limited awareness of diversified investment modes and predominantly prefer traditional and low-risk savings instruments such as bank deposits, gold, and post office schemes. Awareness and participation in modern financial instruments like mutual funds, shares, insurance, and commodity markets are relatively low due to inadequate financial literacy and limited access to professional financial guidance. The study concludes that insufficient awareness and financial literacy hinder the effective mobilization and diversification of rural savings. It emphasizes the need for structured financial education programs, increased awareness of government schemes, and improved access to financial institutions to enhance informed decision-making.