Until just a few years ago, most marketing campaigns targeted the urbanite lifestyle, focusing on sleek city dwellers for everything from ride-sharing apps to food delivery services. But times have changed. Tier 2 and Tier 3 cities have undergone a paradigm shift in India. They’re no longer considered the hinterlands with low growth prospects; they’re now the hotbed of socio-economic changes with middle-class demographics seeking to secure their financial future. In recent years, the Indian insurance industry has witnessed remarkable growth, driven by factors like increasing awareness, rising incomes, and evolving consumer needs. While Tier 1 cities have traditionally been the focus of insurers, a significant untapped market is waiting to be explored in Tier 2 and Tier 3 cities. According to the survey conducted by BajajCapital, 30% of people in Tier 2 and Tier 3 cities currently own insurance policies. Before diving into the ‘why’, let us first consider the key drivers of change in consumer behaviour in Tier 2 and Tier 3 cities.
As the brands recognise the untapped potential of Tier 2 and Tier 3 cities, the question remains - how can the insurers conquer this uncharted realm? Here are the six imperatives that could help insurance companies woo consumers from Tier 2 and 3 cities and scale up the insurance penetration in rural India.
Market Size and Growth Potential: As per the survey done by a leading insurance aggregator, Tier 2 and Tier 3 cities, offer a vast market potential for modern insurance products such as cyber insurance. With rising disposable incomes, urbanisation, and government initiatives promoting financial inclusion, Tier 2 cities present an extensive market opportunity for insurers.
Changing Demographics and Socio-economic Factors: Tier 2 cities in India are witnessing rapid demographic and socio-economic transformations, as an expanding middle-class demographic increasingly prioritises financial security for the future. The changing mindset that insurance is no longer a luxury but a necessity has contributed to the increasing penetration in smaller cities. This shift in consumer behaviour presents a prime opportunity for insurers to tailor their products and services to meet the needs of this segment.
Technological Advancements and Digital Adoption: With the upsurge of smartphones and internet connectivity, Tier 2 cities are witnessing a surge in digital adoption among consumers. Nielsen’s Bharat 2.0 study reveals rural India registered a presence of 352 million internet users, which is almost 20% higher than urban. Insurers can leverage technology to reach customers in Tier 2 cities more effectively, offering digital platforms for product information, policy purchase, and claims processing.
Product Customisation and Localisation: One size does not fit all when it comes to insurance products. Tier 2 and 3 customers have unique needs and preferences that differ from those in Tier 1 cities. Insurers must tailor their products and services to cater to the specific requirements of customers in Tier 2 cities. This could include offering regional language support, localised marketing campaigns, and product features that resonate with the local culture and lifestyle.
Distribution Channel Expansion: Expanding distribution channels is crucial for tapping into the Tier 2 market effectively. While traditional channels such as agents and bancassurance continue to play a significant role, insurers must also explore alternative distribution channels such as digital platforms, microinsurance agents, and partnerships with local businesses.
The untapped potential of Tier 2 customers presents a golden opportunity for the insurance industry in India. By recognising the unique needs and preferences of customers in Tier 2 cities and leveraging technology, customisation, and expanded distribution channels, insurers can unlock new avenues for growth and profitability. With the right strategies in place, Tier 2 and Tier 3 customers can emerge as a key driver of future success for the Indian insurance industry.
