Aditya Birla Health Insurance Co. Ltd. (ABHICL), the health insurance arm of Aditya Birla Capital, has expanded its wellness-led insurance portfolio with the launch of ‘Activ Yuva’, a health-focused insurance plan aimed at India’s younger and digitally engaged consumers. The move comes as insurers increasingly shift towards preventive healthcare and lifestyle-based engagement models to drive customer retention and market growth. The new product builds on ABHICL’s HealthReturns™ proposition, under which policyholders can earn rewards for maintaining healthy routines such as walking over 10,000 steps daily or burning 300 calories in a single workout session. Customers maintaining consistent activity levels and a strong Healthy Heart Score™ can receive up to 100 per cent of their annual premium back.
Activ Yuva introduces three wellness pillars — Eat, Move and Heal — linking rewards to everyday habits. Users logging two meals daily for 21 days can unlock a 10 per cent boost in HealthReturns™, while those maintaining over 7,500 steps or burning 250 calories monthly can earn Bonus Active Dayz™. Maintaining 7-8 hours of sleep for 21 days can increase rewards by up to 15 per cent.
Commenting on the launch, ABHICL CEO Mayank Bathwal said younger consumers are increasingly integrating wellness into their daily lifestyles, prompting insurers to move beyond claims-based models and remain relevant throughout the customer’s health journey.
The launch reflects a broader industry trend towards wellness-linked and app-based insurance products. In the Guwahati market, insurance advisors and healthcare industry stakeholders noted rising demand among urban professionals and younger consumers for flexible health plans offering OPD coverage, wellness tracking and reward-based benefits. Analysts believe preventive healthcare awareness and increasing digital adoption in Guwahati could support growth for wellness-focused insurance products in the region.
