Mumbai, March 05, 2026: Aditya Birla Sun Life Insurance Company Limited (“ABSLI”), the life insurance subsidiary of Aditya Birla Capital, India’s leading diversified financial services company, today announced the launch of HER Insurance, a customer-centric category built using research and insights into women’s real needs, thereby defining insurance solutions needed for women. HER Insurance brings together a suite of existing ABSLI products with features and benefits well suited to women’s life protection, women specific health risks, guaranteed income and long-term financial planning. This category offers flexibility to align with different life goals and priorities.
ABSLI’s research across six key markets revealed a persistent protection gap, with many women not perceiving themselves as financially significant enough to be insured and questioning the relevance of existing life insurance solutions for their health and long-term security needs. The findings also highlighted an increasing preference for simpler, more relevant insurance aligned with women’s life journeys, leading to the creation of HER Insurance as a dedicated, women-first category.
Commenting on the launch, Mr. Kamlesh Rao, MD & CEO, Aditya Birla Sun Life Insurance Company Limited, said, “At ABSLI, we believe financial protection is a critical enabler of confidence and independence. HER Insurance is our response to a long-standing gap in how women are addressed within the life insurance ecosystem. By grounding this category in consumer research and real insights, we aim to empower women to take ownership of their financial security and plan with confidence across every stage of life.”
To drive awareness around HER Insurance, ABSLI has launched the #WomenShouldCoverThemselves with life cover campaign, encouraging women to prioritise their own financial protection. The initiative includes the #IWillCoverMyself pledge and two digital films that reframe a familiar phrase to highlight the importance of insurance designed around women’s unique needs.
Film 1 – Lift: Set in a residential lift, a casual exchange between an older woman and a young professional reframes the phrase “cover yourself” to highlight the importance of financial preparedness and protection across different stages of a woman’s life.
Link: https://youtube.com/playlist?list=PLF2or_dJ0YGQA00Rek0fkVYfLU6D_N_Ia&si=OC5q4r_etKD44PYe
- Film 2 – Office: In a workplace setting, a young professional receives an unexpected suggestion from her senior, leading to an empowering realisation about proactively securing her financial future through protection designed specifically for women.
Link: https://youtube.com/playlist?list=PLF2or_dJ0YGQA00Rek0fkVYfLU6D_N_Ia&si=OC5q4r_etKD44PYe
Note: All insurance solutions under this category are underwritten by Aditya Birla Sun Life Insurance Company Limited and are subject to policy terms and conditions, please read sales prospectus before concluding a sale.
