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Key Findings:
- Rural India’s Protection Quotient rises to 16, up from 12 in IPQ 5.0 – but urban-rural gap stands at 32 points
- Life insurance ownership remains significantly lower, despite awareness gains
- Rural women lag rural men in all protection indices – Protection Quotient at 14 vs. 17
- West leads rural protection index; East lowest with just 2% ownership in Savings Plan
- 43% believe life insurance benefits only the family, not the individual
- Digital usage surges – financial transactions double; 88% use mobile for social media
New Delhi, 26 June 2025: Axis Max Life Insurance Limited. (“Axis Max Life” / “Company”), formerly known as Max Life Insurance Company Limited, has unveiled the rural India findings of the seventh edition of its flagship survey – India Protection Quotient (IPQ), conducted in partnership with KANTAR, one of the leading marketing data and analytics company across the world. Capturing insights from over 155 villages across India, the survey delves into the aspirations, anxieties, and evolving protection needs of India’s rural population in their journey toward financial security.
As per IPQ 7.0, rural India’s Protection Quotient rose to 16, from 12 in IPQ 5.0. The Knowledge Index recorded a 7-point gain, yet this improvement has not translated to ownership, which remains one-third of urban India’s levels. While schemes liken Pradhan Mantri Jeevan Jyoti Bima Yojna (PMJJBY) have contributed to basic awareness, formal life insurance adoption continues to be low, particularly for term and savings-linked plans.
Prashant Tripathy, CEO and Managing Director, Axis Max Life said, “The IPQ 7.0 Rural Edition signals a defining shift — a rise in awareness and aspiration among rural Indians to secure their financial futures. However, the persistent protection gap is a clear call to action. As we collectively strive toward IRDAI’s vision of ‘Insurance for All by 2047,’ the onus is on the industry to reimagine how we serve Bharat — through simplified products, inclusive advisory networks, and technology-led delivery models. The future of life insurance in India will not only be shaped by innovation, but by our ability to respond to the evolving needs and ambitions of rural India with empathy and intent.”
