Kolkata, July 2 -- The Life Insurance Council on Wednesday launched a national campaign, Sabse Pehle Life Insurance, aimed at reducing India's growing life insurance protection gap.

Backed by an annual outlay of Rs.150-160 crore for the next three years, the initiative will target young and working-age individuals, among whom the protection gap exceeds 90%.

According to a December 2023 study by the National Insurance Academy, India's protection gap has widened from 83% in 2019 to 87% in 2023.

It will address both new-to-insurance audiences and existing policyholders, with a special focus on rural populations and women.

The digital knowledge hub - www.sabsepehlelifeinsurance.com - has also been upgraded as part of the campaign.

It off...