India continues to grapple with a significant life insurance protection gap—one that has risen from 83% in 2019 to 87% in 2023, according to a December 2023 NIA study. The gap is even more pronounced among those aged 18–35, exceeding 90%. This growing vulnerability poses a serious threat to families’ financial security and aspirations. To address the challenge of penetration, the Insurance Awareness Committee representing all life insurers in India, has launched the next phase of its national campaign, Sabse Pehle Life Insurance. The initiative will continue to motivate every Indian, with renewed vigour, to make life insurance the foundation of their financial journey, turning rising awareness into meaningful action. At its core, the campaign challenges the common habit of prioritising savings and investments while neglecting basic financial protection.
It reaffirms that life insurance should be the starting point of any secure financial plan—providing a strong foundation for long-term goals like children’s education, homeownership, and retirement. Member, Insurance Awareness Committee (IAC-Life), said, “Sabse Pehle Life Insurance is not just a slogan—it’s a clarion call to rethink how we approach financial planning.” As part of this phase, the Insurance Awareness Committee has also elevated the digital knowledge hub https://www.sabsepehlelifeinsurance.com/ , which serves as a key component of the campaign. As India moves forward in its quest to become a $5 trillion economy, the Insurance Awareness Committee remains committed to encouraging every Indian to protect their family’s future by making life insurance the first step.
