New Delhi: The Unique Identification Authority of India (UIDAI) and Behavioural Insights Limited (BIT) have teamed up to use behavioural science to increase the uptake of Mandatory Biometric Updates (MBU) for kids and young adults. This program comes after UIDAI recently decided to eliminate all MBU fees for kids ages 7 to 15 for a year, beginning on 1 October.
By addressing behavioural, logistical, and awareness barriers, the Memorandum of Understanding (MoU) seeks to improve biometric updates for Aadhaar holders between the ages of 5 and 15. Through this collaboration, UIDAI seeks to ensure timely updates of children’s biometric data, fingerprints, iris scans and photographs, to facilitate continued access to welfare schemes and services linked to Aadhaar.
As part of the collaboration, UIDAI and BIT will create, evaluate and put into practice customised behavioural interventions that motivate parents and guardians to promptly update their children’s Aadhaar. In front of Bhuvnesh Kumar, CEO of UIDAI, and other high-ranking officials, Tanusree Deb Barma, Deputy Director General, UIDAI and Ravi Gurumurthy, Group CEO of BIT, signed the Memorandum of Understanding.
Highlighting the importance of the collaboration, Bhuvnesh Kumar said, “When technology is aligned with human behaviour, digital identity evolves from a purely technical process into a more seamless, trustworthy and empowering experience.”
Rachel Coyle, CEO of BIT, added that an evidence-based understanding of human behaviour can drive higher Aadhaar update rates, enabling individuals to access essential public services without disruption.
The waiver of MBU charges is expected to benefit nearly six crore children across India, reinforcing UIDAI’s efforts to make Aadhaar more inclusive and efficient while promoting a people-first approach to digital identity management.
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