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A recent study by the Insurance Awareness Committee (IAC-Life), conducted in collaboration with Kantar,a market research platform has identified Tamil Nadu as one of the states with a high potential for life insurance penetration.
The study underscored the importance of region-specific insights in advancing life insurance penetration. It has presented data that helped understand financial preparedness and life insurance awareness across regions in India.
The study pegs the southern state as one of India’s most insurance-aware and future-ready societies. Tamil Nadu recorded 100% awareness of life insurance and a high purchase intent of 70% among those yet to buy a policy, well above the national average of 55%, and notably higher than other states like Uttar Pradesh (58%), West Bengal (53%), and Andhra Pradesh & Telangana (26%).Tamil Nadu’s numbers reflect a strong combination of financial planning and financial prudence mindset, with 88% of respondents saying they prefer to plan ahead and prepare for unexpected life events.
Mr. Venkatachalam Iyer, Co-Chairperson, Insurance Awareness Committee (IAC-Life) said, “Tamil Nadu clearly demonstrates a readiness to move from awareness to action when it comes to life insurance. This positions the state as a key priority in our ongoing ‘Sabse Pehle Life Insurance’ campaign rollout.”
Despite 68% of respondents in Tamil Nadu expressing interest in savings-linked life insurance plans, only 34% currently own one, highlighting a 34-point gap that underscores the need for simpler, relatable communication to address product complexity, perceived cost, and relevance to everyday life.
Through regional outreach, influencer storytelling, vernacular engagement, and myth-busting narratives, the Committee aims to help consumers better understand life insurance as a dual-purpose product-protection and savings, in Tamil Nadu.
The recently launched revised phase of Sabse Pehle Life Insurance campaign 2.0 of Insurance Awareness Committee (IAC-Life) aims to build on the trust of the state’s residents on life insurance by deepening awareness around specific product categories, including term and savings plans, showcasing real-life stories, and making life insurance simpler to understand and access. The Committee’s continued efforts under the Sabse Pehle Life Insurance 2.0 campaign aim to move India from awareness to action-ensuring life insurance becomes not just a known option, but a trusted financial essential across every Indian household.
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