Description
In India, over 400 million people lack health insurance, largely due to affordability. At the same time, the mangalsutra remains a non-negotiable cultural purchase, traditionally believed to protect the husband’s well-being. IndusInd General Insurance partnered with MPJ Jewellers to transform this trusted symbol into real protection through the Suraksha Mangalsutra. Each bead carried embedded affordable health insurance coverage. The partnership also redefined tradition by extending protection to both husband and wife, making healthcare access more relevant, culturally resonant and accessible for low-penetration communities. By bringing together jewellery and insurance, two unlikely categories, the collaboration created a new pathway for insurance adoption in India.
