India’s term insurance market is seeing a shift toward comprehensive protection, with customers adding riders such as Critical Illness (CI), Accidental Death Benefit (ADB), Accidental Total Permanent Disability (ATPD) and Waiver of Premium (WOP), according to new data released by Policybazaar.

The report shows a regional divide. Rider penetration in the South averaged 45–47%, nearly double the North’s 21–23%. Cities like Hyderabad posted the highest adoption nationally at around 52–56%.

The East (32–34%) and West (30–31%) displayed moderate but steady uptake, while the North remained the lowest—a trend that the platform says highlights a potential high-growth zone for future awareness initiatives.

Gender trends diverge

Overall, 30.3% of male buyers added riders compared with 25.8% of w

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