Elevating expectations: How ICICI Lombard is redefining health insurance in India

ICICI Lombard's Elevate breaks the mould with Al-driven personalisation, modular design, and a bold campaign that positions insurance as empowering, intuitive, and adaptable.

- 

Health insurance in India has undergone a tectonic shift in recent years. Consumer expectations have also matured. Policyholders today are better informed, more demanding and less tolerant of complexity, inflexibility, or opacity. What once passed as sufficient, limited cover, high waiting periods, and rigid policy structures is no longer enough.

Despite the sector's double-digit growth, India still suffers from a vast protection gap. General insurance penetration in the country remains below 1% of GDP, far lower than global averages. For health insurance, the issue is not just affordability, but perception. Deep-seated scepticism built over years of denied claims, poor servicing, and jargon-laden policies has led many Indian households to view insurance as a reluctant necessity, not a trusted safety net.

Recognising this landscape, ICICI Lombard made a decisive move - not just to arrest its market share slide but to reframe the way health insurance is understood and experienced by Indian consumers.

Elevate Al-powered health insurance policy