Tata AIA Life Insurance, in collaboration with NielsenIQ, has unveiled key findings from its latest study titled “New Age Habits, Traditional Values: Gen Z’s Approach to Financial Planning.” The report reveals that 63% of working Gen Z individuals (aged 21–29) in East India identify life insurance as a primary retirement planning tool—the highest across all regions in India.
The study highlights a prudent and balanced financial approach among East India’s youth. While 54% rely on fixed or recurring deposits, 47% invest in gold, and 43% participate in the equity markets. Term insurance adoption is also on the rise, with 11% already holding policies and 44% expressing intent to purchase one soon. Key factors influencing insurance decisions include affordability (56%), tax efficiency (51%), and quality service (36%).
ULIPs and term plans are gaining traction, fueled by social media-led financial awareness and a strong preference for stability and tax benefits. Girish Kalra, Chief Marketing Officer, Tata AIA Life Insurance, said, “This insight confirms our commitment to serving India’s youth with smart, protection-first financial solutions.”
