New Delhi, June 18 -- Finance Minister Nirmala Sitharaman on Wednesday urged the fintech industry to shift its focus beyond urban markets and lead the next wave of innovation in rural and agricultural sectors, calling it both a business opportunity and a developmental imperative.

Speaking at the Digital Payments Awards 2025, Sitharaman called for a sharper push to integrate micro, small, and medium enterprises (MSMEs) with account aggregator frameworks and emphasized the need for tailored financial products for farmers and rural consumers.

"Every fintech firm should view rural India as a fertile ground, not just as a social responsibility, but as an opportunity to create new markets," she said, adding that consumer demand in rural areas...