Niva Bupa offers a range of health insurance plans catering to individuals, families, and senior citizens. Their plans often include features like cashless hospitalization at a wide network of hospitals (over 8,500), coverage for pre and post-hospitalization expenses, day-care procedures, and some plans even cover AYUSH treatments. Some policies offer benefits like a health check-up from day one, no capping on room rent, and a booster benefit that increases the sum insured for every claim-free year.
The company emphasizes a digital-first approach, offering a seamless experience for buying policies, tracking claims, and renewals through their app and website. They also claim a high claim settlement ratio, aiming for a smooth and quick process for policyholders.
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Policybazaar introduces a 100% claim settlement option for planned hospitalisations on select health insurance policies.
Policybazaar, a leading insurance marketplace, has introduced a 100% claim promise on planned hospitalizations for select health insurance policies. This initiative aims to provide a hassle-free and cashless experience for policyholders, ensuring zero deductions on eligible hospital bills. The benefit is available on specific plans from Bajaj Allianz, Niva Bupa, and Aditya Birla Health Insurance (ABHI).
To avail of this benefit, policyholders must complete certain pre-admission steps and meet policy conditions. These steps include informing the Third-Party Administrator (TPA) 48 hours before hospitalization and choosing a hospital from the insurer’s network. The network includes over 10,000 partner hospitals for Bajaj Allianz, over 2,100 hospitals for Niva Bupa, and a panel of hospitals for ABHI.
The policy-specific details vary across insurers. For Bajaj Allianz, the benefit is available for both new and ported policies with any sum insured, provided a consumables rider is added. For ABHI, the benefit is applicable only to new policies with a minimum sum insured of ₹10 lakh, and pre-admission intimation is required. For Niva Bupa, the benefit is available for both new and ported policies with a minimum sum insured of ₹10 lakh, and the customer must notify the claim team 48 hours prior.
Policybazaar has stated that this initiative will streamline documentation and coordination with hospitals, reducing delays and enhancing the cashless experience. However, claims will not be paid in cases of non-disclosure, waiting periods, or exclusions as per policy terms. The 100% claim promise does not apply to emergency hospitalizations, which will continue to be processed under standard policy terms.
According to Siddharth Singhal, Head of Health Insurance at Policybazaar, this initiative aims to alleviate financial worries during hospitalization, allowing policyholders to focus on their recovery. With this move, Policybazaar aims to provide a more customer-centric and hassle-free experience for its policyholders. The introduction of this benefit is expected to enhance the overall customer experience and increase trust in the insurance marketplace.
On October 8, 2025, insurance agents and associations are likely to raise the issue of Goods and Services Tax (GST) with the Insurance Regulatory and Development Authority of India (IRDAI) and the Finance Ministry.
The insurance industry in India is facing a significant issue related to the Goods and Services Tax (GST) and Input Tax Credit (ITC). Private insurers have reduced distributor payouts by 15-18% to offset the loss of ITC, following the GST exemption on life and health insurance premiums. This move is expected to have a significant impact on agents, brokerages, and individual advisors, particularly small and independent operators. The reduction in payouts will directly cut into their working capital, leading to reduced take-home income and morale, especially in smaller towns and rural markets.
The current GST framework, if left unadjusted, may set a precedent where insurers maintain profitability by squeezing distribution costs rather than improving efficiency. Industry associations and agents are likely to take up the issue with the Insurance Regulatory and Development Authority of India (IRDAI) and the Finance Ministry. The President of the General Insurance Agents Federation Integrated stated that the change will shrink access to insurance, which is against the Prime Minister’s vision of Insurance for All by 2047.
In contrast, Life Insurance Corporation (LIC) and other public sector insurers have decided to maintain existing commission structures, even as they pass the full GST relief to policyholders. LIC plans to offset the impact through higher policy sales and new product pricing. Public sector general insurers, including New India Assurance, Oriental Insurance, United India Insurance, and National Insurance, have also opted against cutting commissions, choosing instead to absorb the ITC loss.
Private insurers, on the other hand, are passing on the ITC burden to agents because their business models and cost structures leave little room to absorb additional expenses. The removal of ITC has raised operating costs by roughly 2-3% of premiums, and private companies must adhere to stricter IRDAI Expense of Management (EoM) caps. Absorbing this loss would directly dent profitability and risk regulatory breaches. Several private general and standalone health insurers, including Tata AIG, Aditya Birla Health Insurance, Niva Bupa, Care Health, and ICICI Lombard, have implemented revised commission structures, making payouts inclusive of 18% GST, which means distributors will bear the tax cost.
The latest claim settlement ratio of health and general insurance companies was released by IRDA in 2025. According to the data, Navi and Acko have taken the lead, while Star Health and Zuno have fallen below the 90% mark.
The rising medical inflation has made it challenging for individuals to bear medical expenses without a comprehensive health insurance policy. In India, the Insurance Regulatory and Development Authority (IRDAI) releases an annual list of claim settlements by health and general insurance companies. The claim settlement ratio, which refers to the percentage of claims paid or settled by an insurer, is a reliable way to assess an insurer’s efficiency.
According to the latest figures for 2023-2024, the general insurers paid out a total of 71,200,854 claims, with 81.13% of total claims paid within 3 months of claim intimation. Among private general insurers, Acko General Insurance and Navi General Insurance Ltd led with claim settlement ratios of 99.91% and 99.97%, respectively. Zuno General Insurance Co. Ltd had the lowest claim settlement ratio among private sector insurers, with 83.12% of claims paid within 3 months.
Among public insurers, The Oriental Insurance Co. Ltd had the lowest claim settlement ratio, with only 65.08% of claims paid within 3 months. United India Insurance Co. Ltd had the highest claim settlement ratio among public insurers, with 96.33% of claims paid within 3 months.
For stand-alone health insurers, Aditya Birla Health Insurance Company had the highest claim settlement ratio within 3 months, at 92.97%. Care Health Insurance and Niva Bupa Health Insurance followed closely, with claim settlement ratios of 92.77% and 92.02%, respectively. Star Health and Allied Insurance Co. Ltd had the lowest claim settlement ratio among stand-alone health insurers, with 82.31% of claims paid within 3 months.
While checking the claim settlement ratio is necessary, it should not be the sole basis for finalizing a health or general insurance company. Other factors such as the sum insured, waiting period for various illnesses, and network of hospitals offered should also be considered.
The IRDAI data also reveals that during 2023-24, 16.3% of total claims were paid out between 3-6 months, indicating that some insurers may have delayed claim settlements. It is essential for policyholders to review the claim settlement ratio and other factors before selecting an insurer to ensure they receive adequate and prompt financial assistance in case of medical emergencies.
Overall, the claim settlement ratio is a crucial factor in assessing an insurer’s efficiency, and policyholders should carefully evaluate this metric along with other factors before making an informed decision. By doing so, they can ensure that they have a comprehensive health insurance policy that provides them with the necessary financial protection in case of medical emergencies.
Non-life insurers record 2% premium growth in September, Bajaj Allianz General Insurance leads the way
The non-life insurance sector in India has reported a modest 1.94% year-on-year growth in gross direct premium to Rs 23,430 crore in September. This growth was driven primarily by an increase in standalone health insurance premiums. The largest general insurer, New India Assurance, saw a 3.5% rise in premiums, while ICICI Lombard General Insurance reported a 6.2% increase. Other state-owned insurers, such as United India Insurance and Oriental Insurance, also reported significant growth, with increases of 23.36% and 4.45%, respectively.
Private general insurers, including Bajaj Allianz General and HDFC Ergo, also reported varying degrees of growth, with Bajaj Allianz General seeing a 31.35% increase and HDFC Ergo experiencing a decline of 3.78%. Standalone health insurers, such as Niva Bupa Health Insurance and Star Health and Allied Insurance, reported growth of 1.45% and 3.36%, respectively.
The government’s recent clarification on Goods and Services Tax (GST) has also had an impact on the industry. Premiums for individual life and health insurance policies are now exempt from GST, making them more affordable for individuals and families. However, this exemption does not apply to group insurance policies, which are typically offered by employers to their employees. Reinsurance services, which insurers purchase to protect themselves, are also exempt from GST.
However, insurers will face a significant adjustment regarding Input Tax Credit (ITC). They will no longer be able to claim ITC for essential input services such as agent commissions, brokerage, and administrative services. This change may have a significant impact on the industry, as insurers will need to adjust their business models to account for the loss of ITC. Overall, the non-life insurance sector is experiencing moderate growth, driven primarily by increases in standalone health insurance premiums, and is adapting to changes in the tax landscape.
Rising Health Insurance Complaints in India: Key Data Insights
Complaints against health insurers in India are on the rise, indicating growing consumer awareness and the importance of effective grievance redressal mechanisms. According to Insurance Samadhan, a grievance platform, there was a 45% increase in complaints in Q2 2025 compared to the previous quarter, with 974 cases involving claims worth over ₹119 crore. The majority of these grievances (67.5%) related to health insurance, followed by life insurance (25.5%) and general insurance (6.9%). Endowment policies were the most commonly mis-sold products, often leaving policyholders with reduced returns or penalties.
The Council of Insurance Ombudsman (CIO) data for FY2023-24 provides further insight into the sector’s challenges. The ombudsman received the highest number of complaints against Star Health & Allied Insurance, with 13,308 cases, mostly regarding partial or complete claim rejection. Other insurers with high complaint volumes included CARE Health Insurance, Niva Bupa, and public sector insurers National Insurance and The New India Assurance. Star Health’s complaint volume was significantly higher than its peers, with 63 complaints per lakh policyholders.
Experts attribute the high complaint volume to mis-selling, driven by aggressive agent commissions and sales targets. Many consumers are sold unsuitable policies, which can lead to higher premiums or outright rejections due to pre-existing conditions. The data highlights the need for consumers to proactively evaluate their coverage and understand complaint mechanisms to ensure adequate protection. Additionally, the trend of Indians first experiencing insurance through employer-provided group health policies, and then purchasing retail policies triggered by claims or life events, emphasizes the importance of early adoption and careful policy selection.
The increasing complaints against health insurers in India underscore the need for improved grievance redressal mechanisms and consumer awareness. As the insurance sector continues to grow, it is essential for consumers to be aware of their rights and options for resolving disputes. By understanding the common issues and challenges in the sector, consumers can make informed decisions and ensure they have adequate protection. Ultimately, the rising complaints against health insurers in India highlight the need for a more transparent and consumer-centric approach to insurance sales and claims settlement.
Stock Market Updates for NivaBupa
Recent Updates
Sharp premium drop hits general insurers in August; New India Assurance down 47% MoM
The Indian insurance sector experienced a decline in premium collections in August, with several leading insurers reporting sharp drops on a month-on-month (MoM) basis. In the general insurance segment, New India Assurance saw the steepest decline, with premiums falling 47% MoM to ₹2,197 crore. However, the company attributed this drop to the timing of policy receipts, citing the receipt of a quarterly installment of a government health policy in the previous month. Despite this, New India Assurance reported an 8.67% growth in premiums on a year-on-year (YoY) basis and a 14.66% growth up to the month on a YoY basis.
Other insurers also reported declines in premium collections. ICICI Lombard saw a 12% MoM decline in premiums to ₹2,182 crore, while Go Digit General Insurance registered a 16% MoM drop to ₹738 crore. Health insurers Niva Bupa Health Insurance and Star Health Insurance also reported contractions, with premiums declining 4% and 6% MoM, respectively.
This decline comes after a period of steady expansion in the insurance sector, with many insurers reporting strong inflows in July. In fact, New India Assurance, ICICI Lombard, Go Digit, Niva Bupa, and Star Health all posted double-digit MoM growth in July, highlighting a sharp contrast with the August figures. The decline in premium collections may be a temporary blip, and the sector is expected to continue growing in the long term. The insurance sector’s performance is closely watched, as it is a key indicator of the overall health of the economy. The decline in August may be attributed to various factors, including seasonal fluctuations and changes in policy receipts. However, the sector’s growth on a YoY basis suggests that it is still on a positive trajectory.
HDFC Ergo and Tata AIG have joined other insurers in reducing distributor commissions.
The Indian government has introduced a significant change in the Goods and Services Tax (GST) on individual health and life insurance premiums, reducing it from 18% to 0% effective September 22, 2025. However, this change also means that insurance companies can no longer claim Input Tax Credit (ITC) on services such as brokerage and commission for individual health and life insurance. As a result, insurance companies are reducing commission payouts to distributors to absorb the loss of ITC benefit.
Several major insurance companies, including HDFC Ergo General Insurance, Tata AIG General Insurance, ICICI Lombard General Insurance, Aditya Birla Health Insurance, Niva Bupa Health, Star Health, and Care Health, have already cut commissions to distributors. The commission paid to distributors is now inclusive of 18% GST, effective October 1, 2025. This change is expected to impact the profitability and operating expenses of insurance companies.
The government’s intention behind this move is to make insurance policies more affordable for individuals. However, it has created pressure on insurance companies’ margins, as they have lost the benefit of ITC that they could earlier claim on their expenses. Insurance companies are now absorbing the ITC disallowance impact on non-commission costs to keep premiums affordable for customers.
The reduction in commission payouts to distributors may affect their earnings, but insurance companies are encouraging them to focus on selling more policies to increase their volumes and earnings. The new guidelines have created a challenging environment for insurance companies, and they are awaiting responses from relevant authorities to address their concerns. Meanwhile, insurance companies are revising their commission rates to align with the GST changes, and distributors can expect updated commission grids soon. Overall, the GST exemption on individual health and life insurance premiums has created a complex situation for insurance companies, distributors, and policyholders, with both positive and negative implications.
A health insurance company has denied a cashless claim of Rs 61 lakh despite the policyholder having a cover of Rs 2.40 crore, sparking outrage online after a viral LinkedIn post.
A recent LinkedIn post by Avigyan Mitra, a health insurance and investments advisor, has sparked significant online debate. The post alleges that Niva Bupa Health Insurance denied a cashless claim of Rs 61 lakh for his father’s hospitalization, despite having a policy worth Rs 2.40 crore. Mitra’s father was admitted to the hospital in July for a bone marrow transplant to treat myeloid leukemia. However, the insurance company denied the claim, prompting Mitra to express his frustration and sense of betrayal.
Mitra stated that his family had paid premiums for years, building a substantial health insurance cover, only to be abandoned when it mattered most. He emphasized that health insurance should provide protection and support during crises, rather than relying on technicalities and escape clauses. Mitra argued that dignity, compassion, and fairness should take precedence when lives are at stake.
In response to Mitra’s allegations, Niva Bupa Health Insurance issued a media statement denying the claims and stating that they are baseless. The company claimed that they had approved an initial pre-authorization cashless request of Rs 25 lakh for a 27-day stay, and later approved an additional charge of Rs 77,000. However, when the hospital requested an increase in pre-authorization from Rs 25 lakh to Rs 61 lakh, the company did not approve the additional amount, citing a significant escalation in treatment costs. Niva Bupa also raised questions with the hospital regarding the increased costs.
The incident has raised concerns about the reliability and transparency of health insurance companies in India. Mitra’s post has sparked a wider discussion about the need for fairness, compassion, and dignity in the health insurance sector, particularly when it comes to critical illnesses and life-threatening conditions. The case highlights the importance of carefully reviewing policy terms and conditions, as well as the need for greater transparency and accountability in the health insurance industry.
Amit Kumar has assumed the role of Vice President and Chief Information Security Officer (CISO) at Niva Bupa Health Insurance.
Niva Bupa Health Insurance has taken a significant step towards enhancing its cybersecurity posture by appointing Amit Kumar as its new Vice President and Chief Information Security Officer (CISO). With over 20 years of experience in information security, Amit Kumar brings a wealth of knowledge and expertise to the company. His extensive background in safeguarding digital ecosystems across various sectors will be instrumental in strengthening Niva Bupa’s cybersecurity defenses.
Amit Kumar’s expertise spans multiple areas, including cybersecurity strategy, risk governance, compliance, data privacy, and enterprise IT controls. In his new role, he will be responsible for developing and executing Niva Bupa’s cybersecurity roadmap, ensuring the protection of critical systems, customer data, and digital assets. His primary focus will be on creating a robust security framework that aligns with the company’s broader digital transformation goals and regulatory commitments.
The appointment of Amit Kumar as CISO underscores Niva Bupa’s commitment to building a secure, resilient, and customer-centric digital environment. In today’s rapidly evolving threat landscape, it is essential for companies to prioritize cybersecurity and invest in robust defenses to protect their customers’ sensitive information. Niva Bupa’s decision to appoint a seasoned expert like Amit Kumar demonstrates its dedication to providing a secure and trustworthy experience for its customers.
As the company continues to navigate the complex and ever-changing cybersecurity landscape, Amit Kumar’s leadership and expertise will be crucial in ensuring the protection of Niva Bupa’s digital assets. His experience in developing and implementing effective cybersecurity strategies will enable the company to stay ahead of emerging threats and maintain the trust of its customers. Overall, the appointment of Amit Kumar as CISO is a significant milestone in Niva Bupa’s journey towards building a robust and secure digital ecosystem. With his expertise at the helm, the company is well-positioned to tackle the challenges of the modern threat landscape and provide a secure and reliable experience for its customers.
Niva Bupa has termed a viral social media post regarding the cashless denial of a policyholder as ‘baseless’.
Niva Bupa Health Insurance has denied allegations of denying a cashless claim to a policyholder, Chandra Kumar Jain, who is battling Myeloid Leukaemia and needs a Bone Marrow Transplant (BMT) at Sir HN Reliance Foundation Hospital in Mumbai. The allegations were made in a viral post on LinkedIn by health insurance and investments advisor Avigyan Mitra, which stated that the patient’s Rs 61 lakh cashless claim was denied despite having a Rs 2.40 crore policy.
Niva Bupa has termed the allegations as “baseless” and clarified that the patient has already availed claims worth Rs 22.72 lakh in the past. The company had approved a pre-authorisation cashless request of Rs 25 lakh for the current treatment, as well as an additional charge of Rs 77,000. However, the hospital’s request to increase the pre-authorisation amount to Rs 61 lakh was not approved due to escalating treatment costs.
Niva Bupa has emphasized that the originally approved Rs 25 lakh pre-authorisation still stands valid and that the company has not denied the claim. The company has also criticized those who label the health insurance sector as a “scam”, stating that health insurance plays a vital role in protecting families against unforeseen medical expenses.
In a separate development, Niva Bupa has suspended the cashless treatment facility at Max Hospitals across India due to a dispute over premium revisions. The company’s agreement with Max expired in May 2025, and talks over premium revisions did not reach an agreement. Max Hospitals has clarified that it continued to provide cashless services to Niva Bupa policyholders even after the contract expired and has set up an express desk to help patients claim reimbursements from insurers without having to make upfront payments.
The dispute between Niva Bupa and Max Hospitals has highlighted the challenges faced by the health insurance sector in India. While Niva Bupa has denied the allegations of denying a cashless claim, the suspension of cashless treatment facilities at Max Hospitals may cause inconvenience to policyholders. The company’s emphasis on the importance of health insurance in protecting families against unforeseen medical expenses is a timely reminder of the sector’s vital role in India’s healthcare system.
Niva Bupa champions industry unity for ‘Insurance for All by 2047’ on Friendship Day.
On the occasion of Friendship Day, Niva Bupa Health Insurance launched a unique initiative to promote unity within the health insurance industry. Through a heartfelt social media post, the company extended greetings to other insurers and called upon them to join forces in achieving the goal of “Insurance for All by 2047”. This initiative reflects the company’s belief that collective efforts and industry-wide collaboration can accelerate progress in healthcare access and financial protection.
Niva Bupa celebrated Friendship Day by acknowledging the collective efforts of leading players in the health insurance industry in providing protection against medical emergencies and helping Indians navigate their health better. The company’s Director, Digital Business Unit, and Chief Marketing Officer, Nimish Agrawal, stated that “Friendship is about standing by one another in life’s most critical moments — and that’s what health insurance does.” He emphasized that by working together, sharing ideas, and building trust with the people of India, the industry can move closer to achieving the Insurance Regulatory and Development Authority of India’s (IRDAI) goal of “Insurance for All by 2047”.
Niva Bupa’s initiative aims to make health insurance more accessible, relevant, and human. The company’s message is simple: “Real friends help each other stay protected.” The social media post has gained traction across platforms, and insurers are uniting around this purpose-driven celebration. This sets a positive tone for future collaborations in the industry. By fostering unity and collaboration, Niva Bupa hopes to accelerate progress in healthcare access and financial protection, ultimately benefiting the people of India.
The initiative is a significant step towards achieving the goal of “Insurance for All by 2047”. It highlights the importance of collective action and industry-wide collaboration in providing protection against medical emergencies and improving healthcare outcomes. Niva Bupa’s commitment to making health insurance more accessible and human is a testament to the company’s dedication to the well-being of the people of India. As the industry comes together to celebrate Friendship Day, it is clear that unity and collaboration are key to achieving this ambitious goal.
Niva Bupa reported a strong Q4 with a 36% increase in premium growth, and their FY25 profit saw an increase of ₹214 crore.
Niva Bupa Health Insurance has reported a remarkable 161% increase in its profit after tax (PAT) for the financial year 2025, reaching ₹214 crore from ₹82 crore in the previous year. The company’s Gross Written Premium (GWP) also saw a significant increase, with a 36% year-on-year rise to ₹2,395 crore in the fourth quarter and a 32% increase to ₹7,407 crore for the entire year.
The insurer’s financial health has improved, with a solvency ratio of 3.03, up from 2.55 in the previous year, indicating its ability to fulfill long-term obligations and customer commitments. The Cost of Management has also declined to 37.4% from 39.3% due to increased automation and digital processes.
Niva Bupa’s CEO, Krishnan Ramachandran, attributed the company’s growth to the trust of its customers and partners. He emphasized that the company will continue to invest in developing a strong brand, simplifying health insurance, and scaling its digital and distribution infrastructure.
As of March 31, 2025, Niva Bupa has a large network of over 212 physical branches, 1.8 lakh agents, 540 brokers, and 100+ bancassurance and corporate partners, providing a strong presence in both metro and non-metro markets. The company offers protection to over 2 crore lives and has agreements with 10,421 hospitals in India, allowing policyholders to receive care anywhere they need it.
With over 8,900 employees, Niva Bupa has been recognized as a “Great Place to Work” for five consecutive years, highlighting its people-centric and performance-oriented culture. The company’s adjusted GWP, considering the new IRDAI accounting regulation, was ₹2,079 crore for the fourth quarter, representing an 18% year-on-year increase. Overall, Niva Bupa’s strong financial performance and expanding network demonstrate its commitment to providing quality health insurance services to its customers.
Breaking the ‘limit mein’ mindset in advertising involves challenging traditional constraints and embracing innovative strategies to effectively connect with the target audience. It’s about thinking beyond conventional boundaries and exploring fresh perspectives to create impactful campaigns that resonate with consumers.
In the advertising world, a ‘limit mein’ mindset can manifest in various ways, such as adhering to established formulas, being risk-averse, or clinging to familiar demographics. To break free from this mindset, advertisers must be willing to experiment, take calculated risks, and push the envelope in terms of creativity and messaging.
By doing so, brands can tap into new markets, foster deeper connections with their audience, and ultimately drive business growth. It requires a willingness to challenge assumptions, listen to diverse voices, and stay attuned to the evolving needs and preferences of consumers.
Some key strategies for breaking the ‘limit mein’ mindset in advertising include:
- Embracing diversity and inclusivity: Ensuring that campaigns reflect the complexity and richness of the target audience, rather than relying on stereotypes or narrow demographics.
- Encouraging creative risk-taking: Providing a safe space for innovative ideas to flourish, even if they deviate from traditional approaches.
- Leveraging emerging technologies: Staying ahead of the curve by incorporating cutting-edge tools, platforms, and formats to engage consumers in new and exciting ways.
- Fostering a culture of experimentation: Encouraging a mindset of continuous learning, testing, and iteration to optimize campaign performance and stay relevant in a rapidly changing market.
By adopting these strategies, advertisers can break free from the ‘limit mein’ mindset and unlock new possibilities for connecting with their audience, driving brand growth, and staying ahead of the competition.
Niva Bupa Health Insurance Company has launched a campaign called “Yeh hua na health insurance” to promote its latest product, ReAssure 3.0, which offers unlimited coverage for every claim, every time, and for all illnesses. The company aims to revolutionize the health insurance industry by putting an end to the sum insurance race, where consumers are forced to choose a sum insured without knowing what medical expenses they may face in the future.
The campaign film tells the story of a protagonist who has been limited by various constraints throughout his life, but discovers a transformative moment when he learns about ReAssure 3.0. The film symbolizes a shift in how Indians can now protect their health without compromise, and the emotional liberation that comes with it. According to Nimish Agrawal, director of digital business unit and chief marketing officer of Niva Bupa Health Insurance, ReAssure 3.0 is designed to empower people to dream bigger, live healthier, and move beyond limitations.
The campaign has been created by Leo Burnett, with Prodigious Production House producing the ad. The creative agency aimed to capture the feeling of people discovering that there’s no limit to their health insurance coverage. The campaign will be amplified through an integrated multi-screen video strategy across traditional and digital platforms, including high-reach Hindi news and movie channels, YouTube, and Connected TV (CTV) platforms like JioHotstar, SonyLiv, and Zee5.
The campaign’s goal is to demystify the health insurance category and reframe the conversation around unlimited coverage. By anchoring the concept of limits to everyday life, the campaign aims to end the consumer’s confusion over choosing the right sum insured. The campaign’s take is that for decades, the middle-class mantra has been to stay within limits, but Niva Bupa’s latest campaign turns this cultural shorthand into advertising shorthand, dramatizing the small-but-familiar guardrails that define a man’s life. The campaign humanizes the abstraction of health insurance by weaving the protagonist’s story through universal middle-class moments of restriction, making the emotional payoff feel more like release than a product plug.
Niva Bupa has partnered with Zepto to emphasize the importance of true financial freedom.
Niva Bupa Health Insurance Company has partnered with Zepto, a popular delivery platform, to raise awareness about the importance of health insurance in a unique and engaging way. The partnership aims to connect with consumers across key metropolitan areas through a mix of outdoor advertising, branded customer experience, and digital integration. The campaign kicks off with a playful out-of-home (OOH) campaign featuring a “banter” between the two brands, highlighting the importance of health insurance in a light-hearted manner.
The partnership will also extend into users’ homes, with Niva Bupa introducing customized branded delivery bags with a bold message: “Freedom sale everywhere except on Hospital Bills.” These bags will be used for orders placed on Zepto in major cities such as Delhi NCR, Mumbai, Bangalore, and Chennai. Furthermore, Zepto’s platform will feature a dedicated page showcasing Niva Bupa customer testimonials, providing users with a direct and authentic look at how the insurance company has helped real people navigate their health journeys.
The goal of the campaign is to remind people that there are no sales on hospital bills and that true financial freedom comes from being protected against unforeseen medical expenses. By partnering with Zepto, Niva Bupa aims to reach a wide, urban audience and drive home the point that health insurance is a non-negotiable part of financial planning. According to Chandan Mendiratta, Chief Brand and Culture Officer at Zepto, the partnership is a perfect example of creative and impactful engagement with users, leveraging the platform’s extensive reach to deliver a vital message.
Nimish Agrawal, Director – Digital Business Unit & Chief Marketing Officer, Niva Bupa Health Insurance, added that the partnership allows the company to communicate a thought-provoking message with a light-hearted approach, highlighting the importance of health insurance in a unique and innovative way. The campaign, titled “No Freedom Sale,” aims to encourage users to think about their health and financial security, and to consider health insurance as a key step towards true independence. Overall, the partnership between Niva Bupa and Zepto is a unique and engaging way to raise awareness about the importance of health insurance, and to encourage users to prioritize their health and financial security.
Tata AIG has joined Star Health and Niva Bupa in discontinuing cashless claim settlement at Max Hospitals.
Tata AIG General Insurance has suspended its cashless settlement arrangement with Max Hospitals, effective September 10, 2025. This move comes after a dispute over tariffs, with Tata AIG seeking further rate cuts and Max Healthcare refusing to comply. The hospital chain had signed a two-year tariff agreement with Tata AIG, but the insurer requested additional reductions in July, threatening to suspend cashless services if its demands were not met.
As a result, policyholders will now be required to pay upfront for medical treatment at Max Hospitals and then seek reimbursement from Tata AIG. Max Healthcare has set up an express desk to support reimbursement claims and ensure that patients are not inconvenience. The hospital chain has stated that further rate reductions would be “unviable” and could compromise patient care.
Tata AIG has assured its customers that it has made special arrangements to ensure they face no inconvenience. The insurer has prioritized and fast-tracked claims, allowing policyholders to continue receiving uninterrupted treatment and care. Tata AIG’s dedicated service teams are monitoring every case closely to provide complete support and ensure zero disruption for customers.
This dispute is not an isolated incident, but rather part of a wider industry flashpoint between insurers and hospitals over tariffs and settlement terms. Earlier, Star Health had suspended cashless services at several hospitals, including Manipal, Medanta, and Max, sparking criticism from the Association of Healthcare Providers of India (AHPI). However, after negotiations, Star Health and AHPI member hospitals agreed to restore cashless services. Similarly, a standoff between AHPI hospitals in north India and Bajaj Allianz over cashless withdrawals was resolved earlier this month. The suspension of cashless services by Tata AIG is the third such incident, following Star Health and Niva Bupa, highlighting the growing tensions between insurers and hospital chains.
Insured, yet unprotected.
The Indian government’s decision to reduce GST on insurance premiums to zero percent is a relief for millions, but it only scratches the surface of a deeper crisis in the insurance sector. According to the Council of Insurance Ombudsman’s 2023-24 annual report, the top three firms with the most complaints are Star Health, CARE Health Insurance, and Niva Bupa. Star Health leads with 13,308 complaints, with 10,196 related to claim rejections or slashes. CARE Health’s COO, Manish Dodega, defended his company’s position, stating that the number of complaints does not represent the true picture and that the industry has robust systems in place to address issues.
The scale of problems in the insurance sector is staggering, with 2,15,569 complaints filed on IRDAI’s platforms in FY 2023-24. Nearly 95% of health insurance complaints were about claim rejections, while 59% of life insurance complaints concerned misrepresentation or mis-selling. The financial impact on consumers is significant, with health insurance claim rejections rising to Rs 26,000 crore in FY24. Mis-selling is a major issue, with 26,107 life insurance complaints filed against unfair business practices, including mis-selling.
The root cause of mis-selling is the commission structure, which incentivizes selling expensive products over suitable coverage. Experts advocate for dramatic reforms, including overhauling the commission structure and banning upfront commissions in life insurance. The industry needs to focus on term insurance and fundamentally change its product mix. Regulatory transformation is also necessary, with experts criticizing IRDAI’s functioning and calling for a more market-consultative approach.
The cumulative effect of these problems has created a massive trust deficit, with 65% of policyholders not fully understanding their policies and 43% facing hurdles in health claim processing. This erosion of trust is pushing people away from insurance altogether. While the zero GST move addresses affordability concerns, it doesn’t tackle the fundamental issues of transparency, fair claim settlement, and honest selling practices. The industry needs comprehensive reforms, and until then, millions of Indians will continue to find themselves insured but unprotected.
Niva Bupa has dismissed as baseless a viral social media post claiming the insurer denied a policyholder’s cashless claim.
A viral social media post on LinkedIn claimed that Niva Bupa Health Insurance had denied a cashless claim of Rs 61 lakh for a policyholder, Chandra Kumar Jain, who is battling Myeloid Leukaemia and requires a Bone Marrow Transplant (BMT) at Sir HN Reliance Foundation Hospital in Mumbai. However, Niva Bupa has clarified that the allegations are “baseless” and that the company had already approved a pre-authorisation cashless request of Rs 25 lakh, as well as an additional charge of Rs 77,000.
The company stated that Jain, a policyholder since 2021, had already availed two claims totaling Rs 22.72 lakh. In the current instance, the hospital had requested an increase in pre-authorisation from Rs 25 lakh to Rs 61 lakh, citing escalating treatment costs, but Niva Bupa did not approve this request. The company emphasized that the originally approved Rs 25 lakh pre-authorisation still stands valid.
Niva Bupa also responded to criticism of the health insurance sector, stating that those labelling it as a “scam” are “highly irresponsible and misleading”. The company emphasized the importance of health insurance in protecting families against unforeseen medical expenses.
In a separate development, Niva Bupa announced that it has suspended the cashless treatment facility at Max Hospitals across India, citing an expired agreement and unsuccessful talks over premium revisions. Max Hospitals responded by stating that it had continued to provide cashless services to Niva Bupa policyholders despite the contract expiring in May 2025, but that further reductions in tariffs would be “unviable” and could compromise patient safety and quality of care.
The dispute between Niva Bupa and Max Hospitals highlights the challenges of negotiating contracts and tariffs in the health insurance sector. While Niva Bupa has emphasized its commitment to providing health insurance coverage, Max Hospitals has prioritized patient safety and quality of care. The incident also underscores the importance of transparency and communication in the health insurance sector, particularly when it comes to claims and pre-authorisations.
Max Healthcare: No cashless claims for Tata AIG health insurance policyholders in Max Hospitals, becomes 3rd insurer to do so.
Tata AIG Insurance has suspended its cashless claim settlement facility with Max Hospitals, following in the footsteps of Star Health and Niva Bupa. This means that policyholders of these insurance companies will no longer be able to receive cashless treatment at Max Hospitals, and will instead have to pay out of pocket and claim reimbursement later. While Star Health and Niva Bupa have suspended cashless claim settlement with all 22 Max Hospitals across the country, Tata AIG’s suspension is currently in effect.
According to Max Hospitals, the suspension is due to a dispute over tariffs. Max Hospitals claims that Tata AIG demanded a downward revision of the agreed-upon tariffs, which Max Hospitals was not willing to accept. As a result, Tata AIG suspended cashless services at Max Hospitals effective September 10, 2025. Max Hospitals has stated that it will continue to provide an express desk to help policyholders claim reimbursements from insurers without having to make upfront payments.
However, sources at Tata AIG have indicated that discussions are ongoing and that the situation may be resolved in the near future. In the meantime, Tata AIG has put in place special arrangements to ensure that its customers face no inconvenience, including prioritizing and fast-tracking claims. The company has also stated that its dedicated service teams are monitoring every case closely to provide complete support and ensure zero disruption for its customers.
The dispute between Max Hospitals and the insurance companies is not limited to Tata AIG. Niva Bupa has also suspended cashless claim settlement with Max Hospitals, citing a desire to further reduce tariffs. Max Hospitals has stated that it is not willing to reduce tariffs below the 2022 levels, as it believes that doing so would compromise patient safety and the quality of care. CARE health insurance policyholders are also affected, with cashless claim settlement services not available at Max Hospitals in the Delhi-NCR region.
Overall, the suspension of cashless claim settlement facilities by multiple insurance companies is likely to cause inconvenience for policyholders who rely on Max Hospitals for medical care. However, both Max Hospitals and the insurance companies are working to find a resolution and minimize disruption for patients.