A data profile of the people who buy, follow and care about Life insurance in India — modelled from more than twelve digital signal sources. Life insurance has an estimated audience of 7,152,424 people in India.
The average Life insurance fan in India is 36.5 years old, more male, and lives primarily in Maharashtra.
The audience is concentrated in Maharashtra, Uttar Pradesh, Karnataka.
Top brand affinities include Term life insurance, Max Life Insurance, Mutual fund, with strongest over-indexing on Term life insurance (8.28× the country average).
Demographically, the Life insurance audience skews more male with an average age of 36.5, and over-indexes on personality traits such as Need for Security, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical Life insurance fan in India is more male, around 36.5 years old, with strong Need for Security tendencies and a notable affinity for Term life insurance.
The key figures that characterise the Life insurance profile in India.
18.0% are female, 82.0% are male, average age 36.5.
| Metric | Value |
|---|---|
| Female | 18.0% |
| Male | 82.0% |
| Average age | 36.5 |
| Estimated audience size | 7,152,424 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 32% | |
| 30-39 | 26% | |
| 40-49 | 17% | |
| 50+ | 10% |
of the worldwide Life insurance audience comes from India.
| Country | Share |
|---|---|
| United States | 27.1% |
| United Kingdom | 8.8% |
| India | 7.3% |
Where the Life insurance audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Maharashtra | ~600K | 1.62× | |
| 02 | Karnataka | ~300K | 1.42× | |
| 03 | Odisha | ~100K | 1.41× | |
| 04 | Telangana | ~100K | 1.37× | |
| 05 | Haryana | ~100K | 1.35× | |
| 06 | Tamil Nadu | ~200K | 1.30× | |
| 07 | Punjab (region) | ~100K | 1.10× | |
| 08 | Andhra Pradesh | ~100K | 1.10× | |
| 09 | Gujarat | ~200K | 1.07× | |
| 10 | Goa | ~8K | 1.06× | |
| 11 | Uttarakhand | ~40K | 1.05× | |
| 12 | Meghalaya | ~8K | 1.05× | |
| 13 | Jharkhand | ~60K | 1.01× | |
| 14 | Chhattisgarh | ~50K | 0.99× | |
| 15 | Uttar Pradesh | ~300K | 0.97× | |
| 16 | Madhya Pradesh | ~100K | 0.97× | |
| 17 | Arunachal Pradesh | ~4K | 0.95× | |
| 18 | Nagaland | ~5K | 0.93× | |
| 19 | Sikkim | ~3K | 0.92× | |
| 20 | Himachal Pradesh | ~30K | 0.91× | |
| 21 | Assam | ~60K | 0.89× | |
| 22 | Tripura | ~8K | 0.88× | |
| 23 | Manipur | ~8K | 0.88× | |
| 24 | Mizoram | ~4K | 0.88× | |
| 25 | West Bengal | ~200K | 0.81× | |
| 26 | Rajasthan | ~100K | 0.79× | |
| 27 | Jammu and Kashmir | ~30K | 0.77× | |
| 28 | Kerala | ~80K | 0.74× | |
| 29 | Bihar | ~90K | 0.67× |
The strongest cross-interests of the Life insurance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Max Life Insurance | Business & Career | 9.76× | ||
| 02 | Term life insurance | Business & Career | 8.28× | ||
| 03 | SBI Life Insurance | Business & Career | 6.62× | ||
| 04 | Critical illness insurance | Business & Career | 5.97× | ||
| 05 | Insurance policy | Business & Career | 4.26× | ||
| 06 | Property insurance | Home & Garden | 3.66× | ||
| 07 | HDFC Life | Business & Career | 3.46× | ||
| 08 | Health insurance | Business & Career | 2.82× | ||
| 09 | Asset management | Business & Career | 2.70× | ||
| 10 | Mutual fund | Business & Career | 2.42× | ||
| 11 | Commercial bank | Business & Career | 2.29× | ||
| 12 | IndusInd Bank | Business & Career | 2.28× | ||
| 13 | Bank of Baroda | Business & Career | 2.16× | ||
| 14 | Financial plan | Movies & TV | 2.03× | ||
| 15 | Loan | Business & Career | 1.92× | ||
| 16 | Insurance | Business & Career | 1.80× | ||
| 17 | Option (finance) | Business & Career | 1.67× | ||
| 18 | Bhojpuri language | Politics & Society | 1.63× | ||
| 19 | Ajit Pawar | Politics & Society | 1.55× | ||
| 20 | Aaj Tak | Movies & TV | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.40× | |
| Community Orientation | OPEN | 0.96× | |
| Family Orientation | CONSERVATISM | 0.95× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.36× | |
| Early Adopter Mentality | POWER | 0.36× | |
| Pet Ownership | JOY | 0.41× |
Life insurance has an estimated audience of 7,152,424 people in India, concentrated in Maharashtra and Uttar Pradesh.
18.0% of Life insurance fans are female, 82.0% are male, with an average age of 36.5 years.
Life insurance fans show strongest brand affinity for Term life insurance (8.28×), Max Life Insurance (9.76×), and Mutual fund (2.42×) over the country average.
Life insurance fans in India are most concentrated in Maharashtra (reach ~600K), Uttar Pradesh (reach ~300K), and Karnataka (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Life insurance itself, the audience over-indexes on Max Life Insurance (9.76×), Mutual fund (2.42×), Aaj Tak (1.5×), and Insurance policy (4.26×) compared to the India average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in India who actively search for Life insurance. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across India. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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