Axis Max Life's IPQ 7.0 Reveals Rising Awareness But Persistent Protection Gap in Rural India
Jul 16, 2025
New Delhi [India], July 16: 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.
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