Key insights of study conducted by Insurance Awareness Committee (IAC-Life) and IMRB Kantar for Telangana are as follows:
- 100% awareness of life insurance as a savings and protection tool
- 90% of respondents learned about life insurance from television, while 56% were informed through insurance agents
- 38% intend to buy life insurance in the next 3 months
- 78% are aware of savings plans within life insurance
HYDERABAD, India, Sept. 2, 2025 /PRNewswire/ — A new study by the Insurance Awareness Committee (IAC-Life), in collaboration with IMRB Kantar, has spotlighted Telangana—especially the Hyderabad region—as a forward-looking and financially aspirational market. This study underscored the importance of region-specific insights in advancing insurance penetration. It has presented data that can be used to create customised and region-specific strategies to deepen life insurance awareness and adoption across India. Kantar is the world’s leading marketing data and analytics business and was assigned the task of generating insights about the consumer psyche that could act as inputs for the ensuing campaign of Sabse Pehle Life Insurance.
The study reveals that the southern state of Telangana shows a rare blend of planning mindset, investment discipline, and high life insurance awareness, making it a key region in the Committee’s Sabse Pehle Life Insurance 2.0 campaign rollout.
Mr. Venkatachalam, Co-Chairperson, Insurance Awareness Committee (IAC-Life), said, “Telangana reflects the emergence of a financially conscious India—one that values protection, planning, and early retirement. We see strong readiness here not just to purchase life insurance, but to use it as a tool for long-term wealth creation.”
According to the study, 94% of respondents in Telangana prefer to plan ahead and prepare for unexpected life events. Additionally, 87% describe their approach to financial security as practical and optimistic, with 84% willing to invest for the long term and an equally high 87% expressing a desire to retire early by saving aggressively—the highest among surveyed metro markets.
Telangana Highlights:
- 100% awareness of life insurance as a savings and protection tool
- 90% of respondents learned about life insurance from television, while 56% were informed through insurance agents
- 38% intend to buy life insurance in the next 3 months
- 78% are aware of savings plans within life insurance
- 54% are familiar with child plans
- 87% say they are likely to consider savings plans, which offer guaranteed lump sum or monthly income
Next Steps: Regional Awareness + Product Clarity
As part of the Sabse Pehle Life Insurance campaign, the Insurance Awareness Committee (IAC-Life) plans to amplify awareness in Telangana with:
- Educational stories around savings and child plans
- Regional TV and digital influencer campaigns
- Community engagement with real-life success stories of families using life insurance for long-term financial goals
The recently launched phase of Sabse Pehle Life Insurance campaign 2.0 by the Insurance Awareness Committee (IAC-Life) aims to strengthen public trust in life insurance across the state by deepening awareness of key product categories such as term and savings plans. Through real-life stories and simplified messaging, the campaign seeks to make life insurance more relatable, understandable, and accessible to all.
The Committee’s mission is to move India’s citizens from awareness to executing plans for securing financial protection— from education to retirement, through life insurance.
About Insurance Awareness Committee:
87% of India continues to grapple with a significant life insurance protection gap, which continues to increase, exceeding 90% amongst those aged 18–35. This growing vulnerability is a threat to families’ financial security and aspirations. Addressing this challenge on a war footing is crucial to maintaining our society’s socio-economic resilience and security. The Insurance Awareness Committee was formed under the aegis of the Life Insurance Council to take action on this issue. Formed in 2019, 24 Life Insurance firms have come together to contribute under the guidance of six CEOs nominated to lead the agenda. Further comprised of a cross-industry marketing team supported by creative/ media agencies, the Insurance Awareness Committee researches, plans, creates and deploys nationwide campaigns that drive awareness, understanding and consideration of life insurance products.
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