Scalability is the most crucial component for any successful initiative, particularly in rural India. In this article, we put the spotlight on SMFG India Credit’s flagship initiative- Pashu Vikas Day (PVD), that provides access to quality veterinary care and financial inclusion for thousands of rural families across India. Launched in 2014, PVD exemplifies how a well-structured, large-scale initiative can create transformative change for rural communities. From supporting 22,000 cattle across 114 locations in its first edition to reaching 1,50,000 cattle across 500 locations by 2025, it has emerged as India’s largest single-day cattle care program. Its holistic model—integrating veterinary services, knowledge-sharing, and financial empowerment—has set new benchmarks, earning multiple records, including a Guinness World Record.
Read on to learn more on how a program of this scale is planned, executed and expanded further:
Pashu Vikas Day: Transforming Livestock Care and Empowering Rural India
In India, livestock forms the backbone of rural livelihoods, with over 70% of rural households owning animals, contributing to a total livestock population exceeding 600 million. For many families, the health and productivity of their cattle are directly linked to their economic well-being. Recognizing this critical connection, SMFG India Credit introduced Pashu Vikas Day (PVD) in 2014 — a pioneering initiative focused on providing essential veterinary care, promoting sustainable livestock management, and driving financial inclusion among cattle owners.
By 2025, Pashu Vikas Day reached its 7th edition, becoming the largest single-day cattle care initiative in India, earning both national and international recognition.
The Vision Behind Pashu Vikas Day
Rural families heavily depend on livestock for their livelihoods, yet access to quality veterinary care, financial support, and essential knowledge remains limited. To address these challenges, SMFG India Credit structured Pashu Vikas Day around four key pillars:
- Free veterinary check-ups and treatments to improve cattle health and longevity.
- Knowledge-sharing sessions on sustainable livestock management practices.
- A collaborative ecosystem bringing together veterinarians, financial experts, and rural communities.
- A platform for knowledge exchange where cattle owners share success stories and best practices.
Since its launch, Pashu Vikas Day has expanded remarkably — from supporting 22,000 cattle across 114 locations in 2014 to 1,50,000 cattle across 500 locations by 2025. Each year, hundreds of camps have been organized nationwide, offering veterinary services while fostering financial literacy and empowerment — reaffirming SMFG India Credit’s commitment to strengthening rural economies.
Scaling Impact: Planning and Execution
Pashu Vikas Day has evolved into an ambitious large-scale initiative, demanding precise planning and seamless execution. Key components include:
1. Pre-event Awareness Campaigns: Local media, SMS notifications, and field visits by SMFG India Credit employees ensured maximum community participation.
2. Multi-location Execution: By February 2025, Pashu Vikas Day expanded to 500 locations across 16 states, including 18 Mega Locations hosting large-scale events. This year alone, 1,90,000 lives were impacted — including 1,50,000 cattle and 40,000 cattle owners.
3. Veterinary Expertise: Over 500 veterinary doctors provided hands-on care, ensuring high-quality treatment across all locations.
4. Expert-led Knowledge Sessions: Farmers received practical guidance on cattle nutrition, disease prevention, and financial planning.
5. Employee Engagement: More than 6,000 SMFG India Credit employees volunteered — helping identify villages, coordinate with veterinary experts, organize camps, gather data, and raise awareness. Their dedication and connection to local communities have been pivotal to Pashu Vikas Day’s success.
The 7th edition of Pashu Vikas Day embraced the heartfelt slogan “Mera Pashu, Mera Parivaar” (My Livestock, My Family), reinforcing the belief that healthy livestock fuels family prosperity and, ultimately, contributes to the nation’s growth.
National Recognition and Record-Breaking Achievements
Pashu Vikas Day’s scale and impact have earned significant national and international recognition:
- Guinness World Record: Secured the title for ‘Largest Cattle Welfare Lesson (Multiple Venues)’ with 517 participants across 6 locations, conducted simultaneously in 2025.
- Limca Book of Records, World Book of Records, World Records Union, and Best of India Records recognized Pashu Vikas Day for organizing the largest single-day cattle care camps in the country.
- Pashu Vikas Day has evolved beyond being just an event — it has grown into a movement empowering rural families to build healthier, more prosperous lives.
Overcoming Challenges with Innovation
Executing a project of this magnitude posed several challenges. Pashu Vikas Day continually adapted to address these hurdles:
Logistical Coordination: Managing 500+ locations simultaneously required detailed planning, local partnerships, and on-ground expertise.
Veterinary Resource Availability: Collaborations with regional veterinary networks ensured skilled doctors were available where needed most.
Digital Engagement in Rural Areas: To tackle connectivity challenges, SMFG India Credit leveraged mobile technology and regional-language communication, ensuring information reached even the most remote villages.
Innovative measures introduced to enhance Pashu Vikas Day’s effectiveness include:
- Digital Knowledge Platforms: Video-based training and guides were made accessible to cattle owners.
- Livestock Insurance Awareness Drives: Farmers were educated on risk mitigation through livestock insurance solutions.
Future Roadmap
Building on the program’s success, SMFG India Credit plans to:
- Expand Footprints: Increase Pashu Vikas Day’s reach to more Tier-2+ locations in upcoming editions.
- Integrate AI-based Health Monitoring: Use AI technology to proactively monitor cattle health.
- Strengthen Partnerships: Collaborate with government and non-government organizations to amplify the initiative’s impact.
Beyond Pashu Vikas Day: A Legacy of Rural Empowerment
Pashu Vikas Day has grown into more than a CSR initiative — it has become a vital part of SMFG India Credit’s broader mission to drive sustainable rural development. To date, SMFG India Credit’s various social programs have positively impacted over 5 million lives.
This represents Pragati Ki Nayi Pehchaan — a movement dedicated to uplifting, empowering, and strengthening rural India, fostering prosperity across generations.
SMFG India Credit remains committed to standing with rural communities — not just supporting them, but walking alongside them, every step of the way.
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