Aditya Birla Health Insurance Company Limited (ABHICL) has launched Activ Yuva, a health insurance plan tailored to meet the evolving lifestyle and wellness needs of young Indians.
The new offering is aimed at making health insurance more relevant to younger consumers by integrating wellness and preventive healthcare into everyday life.
The plan builds upon the company’s HealthReturns™ proposition and introduces an expanded wellness programme that rewards policyholders for maintaining healthy habits across nutrition, physical activity and recovery. Through the initiative, ABHICL seeks to encourage healthier lifestyles while creating greater engagement between customers and their insurance provider.
Speaking at the launch in Lucknow, Mayank Bathwal, Chief Executive Officer, Aditya Birla Health Insurance, said, “Health insurance must evolve with changing consumer lifestyles and wellness habits. Younger consumers today actively invest in their wellbeing as part of their daily lives. This creates a clear opportunity to make insurance more relevant to how they live.”
He added, “Over the last decade, we have focused on supporting customers throughout their health journey, beyond the point of claims. That experience shows that growth in this category will increasingly come from staying relevant between claims, not just responding to them. Activ Yuva is built for this shift, making insurance an active part of everyday life, throughout the year, and not just during medical emergencies.”
ABHICL has consistently positioned itself as a health assurance provider rather than a conventional insurer. Under its HealthReturns™ model, customers are rewarded for maintaining healthy habits, such as achieving daily fitness goals and sustaining a strong Healthy Heart Score™. Eligible customers can earn rewards of up to 100 per cent of their annual premium.
With Activ Yuva, the company is expanding this concept through a behaviour-linked rewards framework built around three pillars – Eat, Move and Heal. The programme is designed to align insurance benefits with everyday wellness activities and preventive health practices.
The launch comes at a time when younger consumers are increasingly prioritising fitness, preventive healthcare and overall wellbeing. ABHICL believes the new plan addresses the gap between traditional insurance products and modern lifestyle expectations by making health insurance more personalised, engaging and rewarding.
Currently, the insurer covers more than 24 million lives and has a presence across more than 5,000 cities through its extensive distribution network.
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