Arjun Singh Rathore
arjun.singh@jkbmail.com
In the heart of every young citizen of the Union Territory of Jammu & Kashmir lies the promise of a better tomorrow. With more than 65 percent of J&K’s population below the age of 35, the UT stands at a decisive moment where youth empowerment can shape the future trajectory. Recognising this enormous potential, Mission YUVA(YuvaUdyami Vikas Abhiyan), short for Youth for Upgraded Vision and Action, has emerged as a transformative initiative aimed at equipping young citizens with the skills, vision, and values needed to lead J&K into a new era of growth and innovation.
Mission YUVA is driven by the belief that youth are not merely beneficiaries of development but vital partners in progress. The mission envisions creating a generation that is educated, employable, entrepreneurial, and ethically grounded. It seeks to bridge the gap between traditional education and real-world challenges by promoting a culture of self-reliance, innovation, and civic responsibility among the youth.
At its core, Mission YUVA aims to nurture holistic development, combining knowledge with character, and ambition with compassion. It recognises that true empowerment extends beyond jobs and degrees; it lies in the ability to think critically, act responsibly, and contribute meaningfully to society. Therefore, the Government of J&K which aims at creating 1.37 lakh enterprises resulting in employment opportunities for 4.25 lakh youths of J&K in the next five years, launched Mission YUVA as it’s flagship project. The project is being implemented in convergence with self-employment schemes of other departments to ensure better effectiveness by leveraging the resources of other programmes. Further, the project is poised to create a lasting impact by developing a robust business ecosystem in UT of J&K and make it as a thriving business hub of enterprises for holistic employment by fostering entrepreneurship, and unlocking the economic potential of Jammu and Kashmir.
Mission YUVA operates across four key pillars that address the multifaceted needs of today’s youth:
Skill Development and Employability:
In a rapidly evolving job market, the mission places strong emphasis on skill enhancement. Through vocational training programmes, digital literacy drives, and industry partnerships, it helps young people acquire practical competencies that improve their employability and entrepreneurial prospects.
Innovation and Start-up Culture:
Encouraging innovation is central to Mission YUVA’s philosophy. By providing mentorship, incubation facilities, and networking opportunities, the mission supports aspiring innovators in turning ideas into viable start-ups. This push towards entrepreneurship aims to make youth job creators rather than job seekers.
Civic Responsibility and Community Engagement:
Mission YUVA believes that social awareness and civic participation are essential for national progress. It mobilises young volunteers for community service, environmental initiatives, and public awareness campaigns, nurturing a sense of responsibility, empathy, and nation-building spirit.
Health, Fitness, and Mental Well-being:
Recognising the increasing pressures faced by today’s youth, the mission also focuses on mental health awareness, physical fitness, and lifestyle discipline. Counselling workshops, sports activities, and wellness sessions are integral to ensuring balanced personal development.
Mission YUVA’s strength lies in its collaborative approach. It works in partnership with educational institutions, government departments, non-profit organisations, and corporate entities to create a robust network for youth empowerment. Through leadership camps, entrepreneurship boot camps, and digital up skilling sessions, the initiative has already impacted thousands of students across the country.
One of the most commendable aspects of Mission YUVA is its outreach in rural and semi-urban regions. By taking training and awareness programmes to smaller towns and villages, it ensures that opportunities for growth are not confined to metropolitan areas. Its inclusive model ensures equal participation across gender, geography, and socioeconomic backgrounds.
Under the initiative, four Schemes have been formulated by the Government but at present following three are applicable to enable enterprises and employment: –
I) Creation of Nano-Entrepreneurs and Collectives(J&K Bank NanoUdaan);-
* Small-scale businesses with a maximum project cost of ?10 lakh.
* Includes businesses such as street vending, tailoring, grocery stores, and small-scale manufacturing.
* Open to first-time entrepreneurs with no prior formal credit history required.
II) Creation of New MSMEs in Focus & Sunrise Sectors (JK Bank MSME Aghaaz): –
* Businesses in high-growth sectors like renewable energy, pharma, IT, and advanced manufacturing (Above Rs 10 lakhs and up to Rs 125 Crore for Micro & Small).
* Eligible for interest subvention of 6% per annum for 5 years with maximum cap of Rs 5 lakh, Rs 30 lakh and Rs 75 lakh respectively for Micro, Small & Medium Enterprises, whichever is lower.
* Formal registration under MSME is mandatory.
III) Business Acceleration of Existing Enterprises(JK Bank YuvaParwaaz): –
* Micro-enterprises looking to expand their operations (Above Rs 10.00 lakhs up to Rs 25 Crores).
* Eligible for interest subvention of 6% per annum for 5 years, with a maximum cap of ?10 lakh, whichever is lower.
* Must be an existing, registered enterprise.
The success stories emerging from Mission YUVA are inspiring. From rural entrepreneurs setting up eco-friendly ventures to students initiating digital literacy drives in their communities, the mission has sparked a wave of positive change. Many young participants have gone on to start small businesses, lead social campaigns, and mentor their peers, creating a ripple effect of empowerment.
In the Union Territory of Jammu & Kashmir, JK Bank has been entrusted with the responsibility of empowering the citizens through various financial initiatives. Since June, the bank has received over 31,000 applications, out of which around 8,700 have already been sanctioned and approximately 6,600 disbursed, involving a total amount exceeding Rs. 356 crores.
Beyond skill-building, Mission YUVA’s greatest contribution lies in nurturing leadership. The mission encourages young people to think beyond personal success and focus on collective progress. Its leadership programmes instil confidence, teamwork, and ethical decision-making qualities essential for guiding India into a future of innovation and inclusivity.
As India marches toward becoming a global economic powerhouse, the role of youth will be more crucial than ever. Mission YUVA is poised to expand its footprint through digital platforms, policy linkages, and partnerships with local communities. Its long-term vision is to build a self-sustaining ecosystem that continuously inspires, educates, and empowers young minds.
Mission YUVA represents more than a government or institutional initiative, it embodies a movement of hope and action. It reflects the timeless belief that the youth are the torchbearers of progress, capable of redefining the nation’s destiny with courage and creativity.
As the motto of the mission aptly states “Inspire, Involve, Impact”Mission YUVA stands as a testament to what India’s young generation can achieve when given the right guidance and opportunities. Empowering the youth today is, indeed, empowering the nation for tomorrow.
(The author is AGM & Cluster Head, in JK Bank)
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