Sun. Jul 21st, 2024

New Delhi, 17 February 2023: Leading private life insurer, Bajaj Allianz Life Insurance today unveiled the second edition of its flagship survey Bajaj Allianz Life India’s Life Goals Preparedness Survey 2023, which identifies the Life Goals and aspirations of Indians. It is designed to capture a complete picture of India’s Life Goals, aspirations, influencers, and readiness toward achieving these goals. The comprehensive study maps over 40 Life Goals and evaluates how Indians are preparing themselves to achieve these goals.

Providing financial security for the family emerges as the top Life Goal for Indians post-pandemic with 71% of Indians prioritizing it over other goals. Retirement planning, leading a balanced lifestyle, and providing for children’s education continues to feature among the top Life Goals, finds the Bajaj Allianz Life India’s Life Goals Preparedness Survey 2023. New focus areas like career growth, traveling abroad, and ensuring adequate care for aging parents are also emerging as important Life Goals for Indians. Interestingly, the average number of goals increased from 5 in 2019 to 11 in 2023.

The life Goals Preparedness Index, which is a function of confidence, knowledge, and action taken towards financial planning for one’s Life Goals, stood at 47 as Indians aspire for more Life Goals post the pandemic.


  •  71% of the respondents have financial security for their family as the most important Life Goal
  •  Post-covid, 84% of Indians have the desire for living a balanced life as compared to 51% in 2019
  •  1 in 2 Indians say living a balanced life is their priority Life Goal
  •  2 in 3 Indians have health and fitness goals up from 35% in 2019
  •  Being physically and mentally fit is amongst the top 5 Life Goals for respondents
  •  Health goals see a sharp increase in non-metro regions with a 33% points jump
  •  2X increase in Indians pursuing travel goals over 2019, particularly in metros and among younger consumers
  •  8 in 10 Indians across salaried or business segments have career-related Life Goals, a 1.5X jump over 2019
  •  Pursuing higher education is a Life Goal for 1 in 4 Indians
  •  Ensuring adequate care for aged parents is a priority Life Goal for 40% of the respondents
  •  Philanthropy is sustained as a new-age Life Goal, including avenues like providing employment opportunities, supporting other’s dreams, or imparting knowledge through teaching
  •  1.6X Increase in Indians looking to contribute towards creating a social impact

“It’s interesting to observe that India’s goals are a mix of accomplishing important goals like financially securing their family and leading a balanced life, along with having an aspiration to do more in one life. This reflects the strong tenets of the growing economy of India and the increasing confidence amongst Indians. Post-pandemic, the country has emerged stronger and our fundamentals to progress as a nation has outshone many, which I believe has fueled the aspirations of the nation,” said Tarun Chugh, MD & CEO, Bajaj Allianz Life Insurance at the unveiling of India’s Life Goals Preparedness Survey 2.0, here in New Delhi.


The Bajaj Allianz Life India’s Life Goals Preparedness Survey 2023 reveals that the average number of influencers increased from 3 to 4 in 2023, as people felt comfortable reaching out for more advice. Interestingly, social media sites and influencers enjoy widespread popularity, even as the reliance on family, elders, and friends for advice continues to increase.

  •  Social media is amongst the top 3 influencers of Life Goals for Indians
  •  Over 2X increase in the importance of social media in fueling new age health, travel & lifestyle goals
  •  The rising influence of social media amongst non-millennials in deciding Life Goals

“The pandemic has certainly shaped our outlook towards life, career, health, and family. A deep realization about wanting to do more and living a holistic life encompassing self-care, family security, and societal-wellbeing surfaces across cohorts of socioeconomic profiles. Further, the survey underlines a key finding that Life Insurance continues to be a reliable anchor and enabler to India’s Life Goals,” said Chandramohan Mehra, Chief Marketing Officer, Bajaj Allianz Life Insurance.


The Life Goals Preparedness Index of Indians was 47 in 2023, indicative of their growing aspirations post Covid.

  •  Indians are confident of achieving 1 in 2 Life Goals. For 48% of their Life Goals, they are unsure of achieving them
  •  When it comes to financial planning of Life Goals, Indians feel that they have not done sufficient financial planning for 60% of their own Life Goals
  •  61% of people feel that it is difficult to fulfill the dream of building their own house
  •  67% feel financial freedom in old age is tough to accomplish
  •  58% expressed that achieving financial security for their family is difficult


Life Insurance is the most preferred investment option for 65% of the Life Goals.

  •  For Retirement Life Goals, the preference for Life Insurance increases even further
  •  82% of Indians prefer investing in Life Insurance for financial freedom at old age
  •  77% Indians prefer Life Insurance for a secure and carefree retirement
  •  73% of Indians prefer Life Insurance for the financial security of their family – the most important Life Goal post-pandemic


Kantar IMRB conducted the Bajaj Allianz Life India’s Life Goals Preparedness Survey 2023 with 1936 people across 13 cities including metros, Tier 1, and emerging Tier 2 cities. Cities covered:

  •  North: New Delhi, Ludhiana, and Bareilly
  •  East: Kolkata, Patna, and Bhubaneswar
  •  West: Mumbai, Surat, and Amravati
  •  South: Chennai, Bangalore, Madurai, and Guntur

Demographics include:

  •  Age group 22-55 years
  •  New Consumer Classification System (NCCS) A1+, A1, A2/A3 (20:50:30 ratio)
  •  Salaried and Businessman/Self-employed (50:50)
  •  Investment decision-makers

Statistically valid insights were gathered through a quantitative approach to provide a holistic understanding of India’s Life Goals. The data collection was done using tablet-based faced-to-face interviews. The survey data was collected in October 2022.

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