Latest news with #IndiaProtectionQuotient
Fashion Value Chain
3 days ago
- Business
- Fashion Value Chain
Axis Max Life's IPQ 7.0 Reveals Rising Awareness But Persistent Protection Gap in Rural India
Key Findings: Rural India's Protection Quotient rises to 16, up from 12 in IPQ 5.0 – but urban-rural gap stands at 32 points Life insurance ownership remains significantly lower, despite awareness gains Rural women lag rural men in all protection indices – Protection Quotient at 14 vs. 17 West leads rural protection index; East lowest with just 2% ownership in Savings Plan 43% believe life insurance benefits only the family, not the individual Digital usage surges – financial transactions double; 88% use mobile for social media Axis Max Life Insurance Limited. ('Axis Max Life' / 'Company'), formerly known as Max Life Insurance Company Limited, has unveiled the rural India findings of the seventh edition of its flagship survey – India Protection Quotient (IPQ), conducted in partnership with KANTAR, one of the leading marketing data and analytics company across the world. Capturing insights from over 155 villages across India, the survey delves into the aspirations, anxieties, and evolving protection needs of India's rural population in their journey toward financial security. As per IPQ 7.0, rural India's Protection Quotient rose to 16, from 12 in IPQ 5.0. The Knowledge Index recorded a 7-point gain, yet this improvement has not translated to ownership, which remains one-third of urban India's levels. Axis Max Life's IPQ 7.0 reveals rising awareness but persistent protection gap in Rural India Prashant Tripathy, CEO and Managing Director, Axis Max Life said, 'The IPQ 7.0 Rural Edition signals a defining shift – a rise in awareness and aspiration among rural Indians to secure their financial futures. However, the persistent protection gap is a clear call to action. As we collectively strive toward IRDAI's vision of 'Insurance for All by 2047,' the onus is on the industry to reimagine how we serve Bharat – through simplified products, inclusive advisory networks, and technology-led delivery models. The future of life insurance in India will not only be shaped by innovation, but by our ability to respond to the evolving needs and ambitions of rural India with empathy and intent.' Notes to Editior: The following findings reveal insights that highlight rural India's shift in attitude and approach towards financial preparedness studied by India Protection Quotient 7.0: Financial preparedness in rural India Rural India's Protection Quotient improved to 16 (from 12 in IPQ 5.0), driven by a 7-point rise in awareness. However, life insurance ownership remains far below urban levels. Despite increased familiarity with products especially term insurance (awareness up from 32% to 40%) adoption lags due to affordability concerns, poor service experience (41%), and the perception that life insurance only benefits the family (43%). 40% of rural respondents cited lack of funds as a barrier to purchasing insurance – notably higher than 31% in urban India. Gender gap: women behind on all protection indices Women from rural India report a Protection Quotient of 14, compared to 17 among men. They also lag in awareness, ownership, and financial confidence. Many still depend on male family members for financial decision-making, and few independently navigate insurance products. However, female-led households and Self-Help Groups (SHG)-affiliated women show higher engagement, and younger women (aged 25-35), especially in the South and West, are more digitally curious and financially aspirational. This opens a pathway for inclusive, gender-sensitive communication and community-based outreach. Zonal insights: West India leads, East India lags West India leads the rural Protection Quotient, closely followed by the South. These zones report higher awareness and ownership of life insurance. The East zone, however, remains the least financially protected with term plan awareness at just around 32% and term ownership as low as 3%. The urban-rural divide is most severe in this region, with a 52% gap in life insurance ownership highlighting the critical need for regional intervention and targeted education. Financial anxiety high despite growing awareness of life insurance One in four rural Indians now believe that their savings may not last even a year, although optimism is rising among the financially aware. In IPQ 7.0, 39% of rural respondents expect their savings to last more than five years up from 20% in IPQ 5.0. Still, basic expenses and debt repayments leave little room for long-term financial planning, especially in households with irregular incomes. Key drivers of Life Insurance adoption in Rural India Rural Indians buy insurance primarily to secure family goals – 41% cite old age security, 35% children's education, and 34% children's marriage. Insurance is seen as a safe and dual-benefit investment by 41% of respondents. However, many still view it emotionally, with 43% believing it only helps their family, not themselves. Public schemes remain cornerstone of rural investment More than 60% of rural Indians rely on government-backed financial products or loans through SHGs/cooperatives which are considered as accessible and trustworthy. Market-linked instruments like mutual funds have seen marginal awareness growth but still remain under-utilised. Health insurance ownership has also grown, indicating improved awareness around medical preparedness. Digital adoption surges across rural markets Digital behaviour has transformed since the last rural survey. Around 88% of rural respondents use mobile phones to use social media; around 78% of them to enjoy video/music. Online financial transactions like mobile banking, money transfer, online payments through UPI have more than doubled from 17% to 40%. Nearly half of rural India population now use digital platforms for service requests and complaint resolutions, indicating rising digital readiness for financial inclusion. Read more at – Disclaimer: The study is conducted in over 155 different villages spread over around 25 cities in India. A total sample size of around 1,620 respondents within the age group of 22 to 55 years were interviewed for the survey. The interviewees were picked from Rural Social Economic Classification (SEC) R1 and R2 households with an annual household income of INR 50,000 and above. The information collected through this survey and the results published are intended for general guidance and informational purposes only. Axis Max Life disclaims any liability for any loss, damage, or decisions arising from the use of this survey or the results provided. About Axis Max Life Insurance Limited ( Axis Max Life Insurance Limited, formerly known as Max Life Insurance Company Limited, is a Joint Venture between Max Financial Services Limited ('MFSL') and Axis Bank Limited. Axis Max Life offers comprehensive protection and long-term savings life insurance solutions through its multi-channel distribution, including agency and third-party distribution partners. It has built its operations over two decades through a need-based sales process, a customer-centric approach to engagement and service delivery and trained human capital. As per annual audited financials for FY2024-25, Axis Max Life has achieved a gross written premium of INR 33,223 Cr. About Kantar Kantar is the world's leading marketing data and analytics business and an indispensable brand partner to the world's top companies. We combine the most meaningful attitudinal and behavioural data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future.
Business Standard
19-06-2025
- Business
- Business Standard
Widening Gender Gap in India's Financial Protection Levels - Axis Max Life India Protection Quotient 7.0
NewsVoir New Delhi [India], June 19: Axis Max Life Insurance Ltd. ("Axis Max Life"/ "Company"), formerly known as Max Life Insurance Company Ltd, in partnership with KANTAR, the world's leading marketing data and analytics company, has released gender-specific findings from the seventh edition of its India Protection Quotient (IPQ) study. Under the Company's 'Bharosa Talks' initiative, IPQ 7.0 highlights a widening gap in financial preparedness between working men and women in urban India. According to the study, working men's Protection Quotient score rose to 50 (from 47 in IPQ 6.0), while working women's score remained stagnant at 48 indicating a break in last year's parity. Despite urban India's overall improvement in financial protection, working women continue to face unique anxieties across key life milestones such as retirement planning, children's education, and marriage. Additionally, women expressed higher levels of concern around inflation, medical emergencies, and loss of a breadwinner, further amplifying the need for gender-responsive financial planning and support frameworks. Prashant Tripathy, CEO & Managing Director, Axis Max Life, said, "As India progresses on its journey toward financial security, it is vital that we recognise the varied realities shaping people's protection needs. The IPQ 7.0 findings reveal that working women continue to face structural and emotional barriers to financial preparedness. This calls for not only greater awareness, but also collective effort across the industry to make protection more inclusive, accessible, and aligned to the evolving fabric of Indian society." Implications & Path Forward The study underscores the need to embed gender-sensitivity across insurance design, advisory models, and education programs. From savings-led planning tools to customised advisory support, the industry must act with urgency to ensure India's women feel secure, seen, and protected. Instituted in 2019, India Protection Quotient is an annual Survey by Axis Max Life Insurance in association with Kantar aimed to understand the pulse of the Indian consumers in the financial protection space. Launched with the underlying objective to increase penetration of Term insurance as the most fundamental and economical form of life insurance, the survey aims to reveal the state of Urban Indians with regards to current financial security levels, changing savings & investment patterns, key anxieties & triggers of financial protection in a contemporary world. India Protection Quotient is a proprietary tool developed by Axis Max Life in partnership with Kantar to gauges the degree to which Indians feel protected from future uncertainties on a scale of 0 to 100. It is based on the attitudes, mental preparedness around future uncertainties, awareness, and ownership of life insurance product categories (Term, endowment and ULIP). The information collected through this survey and the results published are intended for general guidance and informational purposes only. Axis Max Life disclaims any liability for any loss, damage, or decisions arising from the use of this survey or the results provided. Axis Max Life Insurance Limited, formerly known as Max Life Insurance Company Ltd., is a Joint Venture between Max Financial Services Limited ("MFSL") and Axis Bank Limited. Axis Max Life Insurance offers comprehensive protection and long-term savings life insurance solutions through its multi-channel distribution, including agency and third-party distribution partners. It has built its operations over two decades through a need-based sales process, a customer-centric approach to engagement and service delivery and trained human capital. As per annual audited financials for FY2024-25, Axis Max Life has achieved a gross written premium of INR 33,223 Cr. For more information: Kantar is the world's leading marketing data and analytics business and an indispensable brand partner to the world's top companies. We combine the most meaningful attitudinal and behavioural data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future.
The Wire
19-06-2025
- Business
- The Wire
Widening Gender Gap in India's Financial Protection Levels - Axis Max Life India Protection Quotient 7.0
New Delhi, Delhi, India (NewsVoir) Key Findings: • Working women's Protection Quotient score remains at 48; working men's rises to 50 • Women feel less financially secure across life goals like retirement, education, and marriage • Higher concern among women about inflation, healthcare costs, and loss of a breadwinner Axis Max Life Insurance Ltd. ('Axis Max Life'/ 'Company'), formerly known as Max Life Insurance Company Ltd, in partnership with KANTAR, the world's leading marketing data and analytics company, has released gender-specific findings from the seventh edition of its India Protection Quotient (IPQ) study. Under the Company's 'Bharosa Talks' initiative, IPQ 7.0 highlights a widening gap in financial preparedness between working men and women in urban India. According to the study, working men's Protection Quotient score rose to 50 (from 47 in IPQ 6.0), while working women's score remained stagnant at 48 indicating a break in last year's parity. Despite urban India's overall improvement in financial protection, working women continue to face unique anxieties across key life milestones such as retirement planning, children's education, and marriage. Additionally, women expressed higher levels of concern around inflation, medical emergencies, and loss of a breadwinner, further amplifying the need for gender-responsive financial planning and support frameworks. Prashant Tripathy, CEO & Managing Director, Axis Max Life, said, 'As India progresses on its journey toward financial security, it is vital that we recognise the varied realities shaping people's protection needs. The IPQ 7.0 findings reveal that working women continue to face structural and emotional barriers to financial preparedness. This calls for not only greater awareness, but also collective effort across the industry to make protection more inclusive, accessible, and aligned to the evolving fabric of Indian society.' Implications & Path Forward The study underscores the need to embed gender-sensitivity across insurance design, advisory models, and education programs. From savings-led planning tools to customised advisory support, the industry must act with urgency to ensure India's women feel secure, seen, and protected. About India Protection Quotient Instituted in 2019, India Protection Quotient is an annual Survey by Axis Max Life Insurance in association with Kantar aimed to understand the pulse of the Indian consumers in the financial protection space. Launched with the underlying objective to increase penetration of Term insurance as the most fundamental and economical form of life insurance, the survey aims to reveal the state of Urban Indians with regards to current financial security levels, changing savings & investment patterns, key anxieties & triggers of financial protection in a contemporary world. India Protection Quotient is a proprietary tool developed by Axis Max Life in partnership with Kantar to gauges the degree to which Indians feel protected from future uncertainties on a scale of 0 to 100. It is based on the attitudes, mental preparedness around future uncertainties, awareness, and ownership of life insurance product categories (Term, endowment and ULIP). Read more at - Disclaimer: The study is conducted in top 25 Urban metro, Tier 1 and Tier 2 cities; hence, its findings are representative of metro, Tier 1 and Tier 2 cities of Urban India only. • Metro – Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Mumbai • Tier 1 – Ludhiana, Jaipur, Lucknow, Patna, Bhubaneshwar, Vizag, Ahmedabad, Bhopal, Pune • Tier 2 – Dehradun, Moradabad, Guwahati, Bokaro, Kolhapur, Jamnagar, Raipur, Ujjain, Hubli-Dharwad, Tiruchirappalli • IPQ 7.0 vs IPQ 6.0 data comparison is amongst 25 markets only [6 metros, 9 Tier 1 and 10 Tier] • The minimum sample to conclude any findings of the study is 270 with an error margin of -5.964 The information collected through this survey and the results published are intended for general guidance and informational purposes only. Axis Max Life disclaims any liability for any loss, damage, or decisions arising from the use of this survey or the results provided. About Axis Max Life Insurance Limited Axis Max Life Insurance Limited, formerly known as Max Life Insurance Company Ltd., is a Joint Venture between Max Financial Services Limited ('MFSL') and Axis Bank Limited. Axis Max Life Insurance offers comprehensive protection and long-term savings life insurance solutions through its multi-channel distribution, including agency and third-party distribution partners. It has built its operations over two decades through a need-based sales process, a customer-centric approach to engagement and service delivery and trained human capital. As per annual audited financials for FY2024-25, Axis Max Life has achieved a gross written premium of INR 33,223 Cr. For more information: About Kantar Kantar is the world's leading marketing data and analytics business and an indispensable brand partner to the world's top companies. We combine the most meaningful attitudinal and behavioural data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future. (Disclaimer: The above press release comes to you under an arrangement with Newsvoir and PTI takes no editorial responsibility for the same.). This is an auto-published feed from PTI with no editorial input from The Wire.
Fashion Value Chain
18-06-2025
- Business
- Fashion Value Chain
Widening Gender Gap in India's Financial Protection Levels – Axis Max Life India Protection Quotient 7.0
Key Findings: Working women's Protection Quotient score remains at 48; working men's rises to 50 Women feel less financially secure across life goals like retirement, education, and marriage Higher concern among women about inflation, healthcare costs, and loss of a breadwinner Axis Max Life InsuranceLtd. ('Axis Max Life'/ 'Company'), formerly known as Max Life Insurance Company Ltd, in partnership with KANTAR, the world's leading marketing data and analytics company, has released gender-specific findings from the seventh edition of its India Protection Quotient (IPQ) study. Under the Company's 'Bharosa Talks' initiative, IPQ 7.0 highlights a widening gap in financial preparedness between working men and women in urban India. Widening Gender Gap in India's Financial Protection Levels – Axis Max Life India Protection Quotient 7.0 According to the study, working men's Protection Quotient score rose to 50 (from 47 in IPQ 6.0), while working women's score remained stagnant at 48 indicating a break in last year's parity. Despite urban India's overall improvement in financial protection, working women continue to face unique anxieties across key life milestones such as retirement planning, children's education, and marriage. Additionally, women expressed higher levels of concern around inflation, medical emergencies, and loss of a breadwinner, further amplifying the need for gender-responsive financial planning and support frameworks. Prashant Tripathy, CEO & Managing Director, Axis Max Life, said, 'As India progresses on its journey toward financial security, it is vital that we recognise the varied realities shaping people's protection needs. The IPQ 7.0 findings reveal that working women continue to face structural and emotional barriers to financial preparedness. This calls for not only greater awareness, but also collective effort across the industry to make protection more inclusive, accessible, and aligned to the evolving fabric of Indian society.' Implications & Path Forward The study underscores the need to embed gender-sensitivity across insurance design, advisory models, and education programs. From savings-led planning tools to customised advisory support, the industry must act with urgency to ensure India's women feel secure, seen, and protected. About India Protection Quotient Instituted in 2019, India Protection Quotient is an annual Survey by Axis Max Life Insurance in association with Kantar aimed to understand the pulse of the Indian consumers in the financial protection space. Launched with the underlying objective to increase penetration of Term insurance as the most fundamental and economical form of life insurance, the survey aims to reveal the state of Urban Indians with regards to current financial security levels, changing savings & investment patterns, key anxieties & triggers of financial protection in a contemporary world. India Protection Quotient is a proprietary tool developed by Axis Max Life in partnership with Kantar to gauges the degree to which Indians feel protected from future uncertainties on a scale of 0 to 100. It is based on the attitudes, mental preparedness around future uncertainties, awareness, and ownership of life insurance product categories (Term, endowment and ULIP). Read more at – Disclaimer: The study is conducted in top 25 Urban metro, Tier 1 and Tier 2 cities; hence, its findings are representative of metro, Tier 1 and Tier 2 cities of Urban India only. Metro – Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Mumbai Tier 1 – Ludhiana, Jaipur, Lucknow, Patna, Bhubaneshwar, Vizag, Ahmedabad, Bhopal, Pune Tier 2 – Dehradun, Moradabad, Guwahati, Bokaro, Kolhapur, Jamnagar, Raipur, Ujjain, Hubli-Dharwad, Tiruchirappalli IPQ 7.0 vs IPQ 6.0 data comparison is amongst 25 markets only [6 metros, 9 Tier 1 and 10 Tier] The minimum sample to conclude any findings of the study is 270 with an error margin of +-5.964 The information collected through this survey and the results published are intended for general guidance and informational purposes only. Axis Max Life disclaims any liability for any loss, damage, or decisions arising from the use of this survey or the results provided. About Axis Max Life Insurance Limited Axis Max Life Insurance Limited, formerly known as Max Life Insurance Company Ltd., is a Joint Venture between Max Financial Services Limited ('MFSL') and Axis Bank Limited. Axis Max Life Insurance offers comprehensive protection and long-term savings life insurance solutions through its multi-channel distribution, including agency and third-party distribution partners. It has built its operations over two decades through a need-based sales process, a customer-centric approach to engagement and service delivery and trained human capital. As per annual audited financials for FY2024-25, Axis Max Life has achieved a gross written premium of INR 33,223 Cr. For more information: About Kantar Kantar is the world's leading marketing data and analytics business and an indispensable brand partner to the world's top companies. We combine the most meaningful attitudinal and behavioural data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future.
Fashion Value Chain
16-06-2025
- Business
- Fashion Value Chain
Indian LGBTQIA+ Community's Financial Protection Lags Despite High Intent – Axis Max Life India Protection Quotient 7.0
Key Findings: Protection Quotient score at 35-over 20 points below the digital urban average (56) Knowledge Index score at 61 vs. 74 for DSUI; term insurance ownership at 66% vs. 82% Financial security drops from 60 (IPQ 6.0) to 57 (IPQ 7.0) Growing concerns around breadwinner loss, medical costs, and budgeting strain Shift observed away from proactive saving and financial planning Axis Max Life InsuranceLtd. ('Axis Max Life'/ 'Company'), formerly known as Max Life Insurance Company Ltd, in partnership with KANTAR, the world's leading marketing data and analytics company, has released key insights from the seventh edition of its India Protection Quotient (IPQ) study, with a dedicated focus on the LGBTQIA+ community. As part of the Company's 'Bharosa Talks' platform, this year's study uncovers widening protection gaps that continue to affect identity-diverse segments. Indian LGBTQIA+ Community's Financial Protection Lags Despite High Intent – Axis Max Life India Protection Quotient 7.0 With a Protection Quotient score of 35, the LGBTQIA+ cohort lags significantly behind the digital urban average of 56. The community also reports a Knowledge Index score of 61 compared to 74 for Digitally Savvy Urban Indians (DSUI), indicating a noticeable gap in awareness. While 66% of respondents report owning a term insurance plan (vs. 82% among DSUI), the community has also seen a 3-point decline in perceived financial security-dropping from 60 in IPQ 6.0 to 57 in IPQ 7.0. This decline is accompanied by increasing concerns about medical expenses, loss of a breadwinner, and daily budgeting struggles. The data signals a shift away from proactive financial planning, calling attention to the urgent need for identity-sensitive financial literacy and inclusive insurance offerings. Prashant Tripathy, CEO & Managing Director, Axis Max Life, said, 'As India progresses on its journey toward financial security, it is vital that we recognise the varied realities shaping people's protection needs. The IPQ 7.0 findings reveal that segments like the LGBTQIA+ community continue to face structural and emotional barriers to financial preparedness. This calls for not only greater awareness, but also collective effort across the industry to make protection more inclusive, accessible, and aligned to the evolving fabric of Indian society.' Implications & Path Forward The findings highlight the need for inclusive financial education, flexible product design, and advisory ecosystems that serve identity-diverse segments. For the insurance industry, this data is a call to action to bridge structural gaps and bring equitable protection to every Indian, irrespective of their identity. About India Protection Quotient Instituted in 2019, India Protection Quotient is an annual Survey by Axis Max Life Insurance in association with Kantar aimed to understand the pulse of the Indian consumers in the financial protection space. Launched with the underlying objective to increase penetration of Term insurance as the most fundamental and economical form of life insurance, the survey aims to reveal the state of Urban Indians with regards to current financial security levels, changing savings & investment patterns, key anxieties & triggers of financial protection in a contemporary world. India Protection Quotient is a proprietary tool developed by Axis Max Life in partnership with Kantar to gauges the degree to which Indians feel protected from future uncertainties on a scale of 0 to 100. It is based on the attitudes, mental preparedness around future uncertainties, awareness, and ownership of life insurance product categories (Term, endowment and ULIP). Read more at – Disclaimer: The study is conducted in top 25 Urban metro, Tier 1 and Tier 2 cities; hence, its findings are representative of metro, Tier 1 and Tier 2 cities of Urban India only. Metro – Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Mumbai Tier 1 – Ludhiana, Jaipur, Lucknow, Patna, Bhubaneshwar, Vizag, Ahmedabad, Bhopal, Pune Tier 2 – Dehradun, Moradabad, Guwahati, Bokaro, Kolhapur, Jamnagar, Raipur, Ujjain, Hubli-Dharwad, Tiruchirappalli IPQ 7.0 vs IPQ 6.0 data comparison is amongst 25 markets only [6 metros, 9 Tier 1 and 10 Tier] The minimum sample to conclude any findings of the study is 270 with an error margin of +-5.964 The information collected through this survey and the results published are intended for general guidance and informational purposes only. Axis Max Life disclaims any liability for any loss, damage, or decisions arising from the use of this survey or the results provided. About Axis Max Life Insurance Limited ( Axis Max Life Insurance Limited, formerly known as Max Life Insurance Company Ltd., is a Joint Venture between Max Financial Services Limited ('MFSL') and Axis Bank Limited. Axis Max Life Insurance offers comprehensive protection and long-term savings life insurance solutions through its multi-channel distribution, including agency and third-party distribution partners. It has built its operations over two decades through a need-based sales process, a customer-centric approach to engagement and service delivery and trained human capital. As per annual audited financials for FY2024-25, Axis Max Life has achieved a gross written premium of INR 33,223 Cr. About Kantar Kantar is the world's leading marketing data and analytics business and an indispensable brand partner to the world's top companies. We combine the most meaningful attitudinal and behavioural data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future.
