South India Leads In Financial Preparedness With 84% Life Insurance Ownership
Axis Max Life is launching the India Protection Quotient 7.0 under the unified narrative of ‘Bharosa Talks’ that will spotlight India’s evolving financial and protection mindset.
Hyderabad: Axis Max Life Insurance Limited (“Axis Max Life” / “Company”), formerly known as Max Life Insurance Company Limited, today unveiled the South Zone findings of the seventh edition of its flagship study – India Protection Quotient (IPQ), conducted in partnership with KANTAR, the world’s leading marketing data and analytics company. The findings from South India reflect continued leadership in financial preparedness, awareness, and life insurance ownership.
Axis Max Life is launching the India Protection Quotient 7.0 under the unified narrative of ‘Bharosa Talks’ that will spotlight India’s evolving financial and protection mindset. Through this platform, Axis Max Life aims to amplify real voices across demographics - urban, rural, salaried, gig workers, and retirees, offering authentic insights into how India views protection, planning, and long-term security. As financial anxieties shift over time and aspirations evolve, Bharosa Talks will serve as a critical pulse for industry, regulators, and policymakers to understand emerging consumer priorities.
Sumit Madan, Chief Distribution Officer, Axis Max Life said, “The South Zone continues to lead India in financial foresight, with cities like Chennai, Hyderabad, and Bengaluru surpassing national benchmarks. Insights from IPQ 7.0 show a clear shift from awareness to action, with more people prioritizing protection over cost and viewing life insurance as essential to family security. Women respondents, along with Gen X and Gen Y cohorts in South India are emerging as core drivers of this momentum demonstrating rising ownership, financial confidence, and goal-oriented investment behaviour. Their choices mark a cultural inflection point, where life insurance is evolving from a transactional product to a long-term financial strategy. As women outpace men in ownership and security scores, and younger cohorts accelerate product adoption, we are witnessing a decisive shift in financial priorities laying the foundation for protection-led financial ecosystems across the country.”
