In a first-of-its-kind initiative in India’s health insurance sector, Niva Bupa Health Insurance has launched a Coffee Table Book highlighting the journeys of 40 advisors, recognising their role in supporting families during medical emergencies and strengthening financial protection. The book documents real-life instances where advisors went beyond policy sales to assist with documentation, hospitalisation, and claims, positioning them as key enablers in critical moments. The initiative comes amid a significant protection gap in India’s insurance landscape. According to IRDAI’s FY25 report, insurance penetration stands at 3.7% of GDP, far below the global average of 7.3%, while non-life penetration remains at just 1%. Individual agents continue to drive the sector, contributing 31% of total health premiums and 72% of individual policies. However, experts including former IRDAI Chairman Debashish Panda have stressed the need to triple the distributor base to meet the ‘Insurance for All by 2047’ goal.
Nimish Agrawal, Director – Digital Business & CMO, said the initiative under the ‘Kaam Mein Shaan Hai’ campaign aims to elevate the profession and address challenges like high attrition and low active advisor numbers. The company has also launched the Niva Bupa Insurance Academy to train over 10 lakh advisors as ‘Health Captains’.
In Kolkata, rising healthcare costs and increasing awareness post-pandemic have driven demand for health insurance, but advisor penetration remains uneven. Experts say initiatives like this could help strengthen last-mile distribution and improve trust among first-time buyers in eastern India.