A new study by the Insurance Awareness Committee (IAC-Life) in collaboration with Kantar has revealed that West Bengal is among the most financially aware states in India, recording 100% life insurance awareness and a high level of trust in long-term financial planning.
According to the findings, 40% of respondents already own a life insurance policy, with 52% of them holding their plans for more than six years. About 25% of residents intend to buy a policy within the next three months, underlining rising interest in financial security. The top motivation for both buyers (60%) and intenders (68%) remains protecting the family’s future.
In particular, reflects this mindset strongly. Local respondents highlighted their preference for calculated financial decisions, with 93% consulting others before making major investments. Analysts noted that Kolkata’s middle-class families are increasingly considering life insurance not just as protection but also as a structured savings instrument, aligning with the city’s reputation for prudent financial habits. IAC-Life Chairperson Kamlesh Rao said, “West Bengal reflects a market of emotionally anchored and financially prudent individuals. We see great potential in improving the state’s life insurance penetration.” The committee’s “SabsePehle Life Insurance 2.0” campaign now seeks to deepen awareness through regional storytelling, targeted outreach, and simplified product communication.
