Regional-first insurance campaigns unlock growth beyond India’s metros
At BWS 2026, ManipalCigna said its tier-II/III-focused Sarva portfolio contributes nearly 75% of business. Bandhan Life said local-language education increased women policyholders in eastern India from about 10% to 35% in a year.
Indian consumer brands discussed creating culturally native products and campaigns for regional markets. ManipalCigna said its tier-II/III Sarva portfolio generates nearly 75% of business, while Bandhan Life’s local-language education lifted women policyholders in eastern India.
Why this matters
ManipalCigna's regional focus follows its retail insurance business growing about 46% in Q1, suggesting tier-II and tier-III markets are becoming a larger source of insurance growth.
Retail-brand signals are accelerating, up +353000% QoQ.
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