Aditya Birla Health Insurance aims to cash in on late mover advantage

Recent entrant Aditya Birla Health Insurance aims to beat competition by incentivising healthy lifestyle, expanding the domain beyond hospitalisation costs and leveraging the power of digital

In a country where exposure to health insurance is low — only 29 per cent of the families had at least one member covered by health insurance, according to the fourth National Family Health Survey — and lifestyle diseases are getting increasingly common, often a chronic condition or a sudden ailment can mean a lifetime of savings wiped off. This low base provides ample opportunity to and has translated into robust growth for standalone health insurers (SHIs) in recent years. 

Sensing an opportunity, Aditya Birla Health Insurance (ABHI) has waded into the market and is well aware of the challenges ahead