For a long time, several aspects of women’s health remained under-recognised in medical research and financial protection systems.

Medical issues such as polycystic ovarian disease (PCOD) and endometriosis were rarely spoken about openly due to social stigma. This also led to women being underrepresented in insurance coverage aspects, until policy changes in the early 1990s began recognising and correcting this imbalance. Between then and now, digital access and awareness have acted as a bridge for many women, who actively track their health and ensure that their health insurance reflects their needs.

Health insurance is now designed for women consumers who are reading the fine print and asking questions. Is OPD (outpatient department service) included? Is preventive screening covered? What about polycystic ovary syndrome (PCOS) management? Or mental healthcare?

Our data reflects this shift — women’s participation as policy proposers in health insurance has risen from 15 per cent in FY23 to 22 per cent in FY25. Also, nearly 75 per cent now opt for a sum insured of ₹10 lakh and above, indicating that women are recognising the real impact of inflation on medical bills and choosing realistic coverage, especially in the metros.

The common perception was that health insurance was needed when something went wrong, like a sudden surgery or any other emergency. Not anymore.

For women in their 20s and 30s, the focus tends to be on maternity benefits, reproductive health, and preventive care. By their 40s and 50s, priorities shift toward higher sum insured (with many opting for ₹25-plus lakh). They are also increasingly choosing ₹1 crore coverage, often pairing it with super top-up plans to keep it financially manageable. Post 50, the focus moves to critical illness riders and shorter waiting periods for pre-existing conditions.

The change is also visible in the way the insurance industry now designs plans. Maternity waiting period, once as long as 2-4 years, is now cut to three months in some plans. This essentially means that one can opt for maternity plans once they know they are expecting. Coverage for PCOS, earlier excluded from standard plans, is finding its way into mainstream offerings. Preventive screenings, OPD consultations, cervical health check-ups, and mental health support are increasingly being covered. The industry still has ground to cover, but the direction is right. And women demanding better products is a large part of the reason.

Beyond metros

While metros like Delhi, Mumbai, Bengaluru, Hyderabad, and Chennai continue to lead in adoption, the growth story is increasingly being written elsewhere. Currently, 46 per cent of women’s health insurance purchases comes from tier 1 cities, 34 per cent from tier 2, and 20 per cent from tier 3 cities. It’s worth pausing over the fact that one in five purchases now comes from tier 3 markets. The same health conversations happening in Mumbai are now reaching women in Meerut and Madurai, breaking down geographical barriers.

The gap between what women need and what the market offers continues to narrow. This Women’s Day, perhaps the most powerful change underway is that women are treating health insurance not as an obligation, but self-care.

(The writer is Chief Business Officer-General Insurance, Policybazaar. Views are personal)

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Published on March 9, 2026