Axis Max Life Insurance Limited. (“Axis Max Life” / “Company”), formerly known as Max Life Insurance Company Limited, has unveiled the West Zone findings of the seventh edition of its flagship survey – India Protection Quotient (IPQ), conducted in partnership with KANTAR, the world’s one of the leading marketing data and analytics company. The findings from West Zone reveal a steady improvement in protection sentiment, led by rising awareness of term insurance and growing intent to use life insurance as a tool for long-term financial planning.
Sumit Madan, Chief Distribution Officer, Axis Max Life said, “The West Zone’s sustained progress in the Protection Quotient reflects a clear shift in consumer mindset. IPQ 7.0 points to a maturing market, especially among the salaried class and metro residents in cities like Mumbai, where people are moving beyond basic insurance ownership toward more purpose-driven financial planning. More consumers are now prioritizing adequate term coverage over low premiums, with long-term family goals at the center of their decisions. This signals a deeper understanding of life insurance as a key pillar of financial security.While this progress is encouraging, affordability remains a barrier, particularly for the self-employed. This presents a clear opportunity for the Indian life insurance industry to innovate with more flexible, inclusive solutions and to strengthen advisory outreach. Doing so will not only expand access but also play a vital role in building a more resilient and financially protected India.”