Article
A STUDY ON INSURANCE AWARENESS
The insurance sector plays a crucial role in providing financial security and risk protection to individuals and businesses. In a rapidly evolving financial environment, insurance awareness has become increasingly important as individuals are exposed to various risks such as health issues, accidents, and economic uncertainties. Despite the availability of diverse insurance products, a significant portion of the population lacks adequate awareness and understanding of insurance policies. This study focuses on insurance awareness among individuals, with specific reference to Bajaj Finance Ltd., a leading non-banking financial company (NBFC) in India. Bajaj Finance has expanded its services beyond traditional lending by offering various financial products, including insurance services in collaboration with insurance providers. The company plays an important role in promoting financial inclusion and enhancing awareness through its digital platforms and customer-centric approach. The objective of this study is to analyze the level of awareness among individuals regarding insurance products, their preferences, and factors influencing their investment decisions. The study also evaluates the role of Bajaj Finance in promoting insurance awareness and accessibility. Primary data has been collected through a structured questionnaire from 100 respondents, including working professionals, students, and business individuals. Secondary data has been obtained from company reports, financial journals, and industry publications. The study incorporates recent trends (2023–2025), including: • Growth of digital insurance platforms • Increasing use of mobile applications • Rise of InsurTech solutions • Growing demand for health and life insurance • Expansion of financial services by NBFCs The findings indicate that while awareness of basic insurance products has improved, there is still a lack of understanding regarding complex policies and investment-linked insurance plans. Many respondents consider insurance primarily as a risk protection tool rather than an investment option. The study also highlights that digital platforms have significantly contributed to increasing awareness, especially among younger individuals. Bajaj Finance, through its digital ecosystem and customer outreach, has played a vital role in enhancing accessibility to financial products.However, challenges such as lack of financial literacy, mis-selling of policies, and low awareness in rural areas continue to hinder the growth of insurance awareness. The study concludes that increasing awareness, simplifying insurance products, and leveraging digital platforms are essential for improving insurance penetration in India.
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