Titled ‘New Age Habits, Traditional Values: Gen Z’s Approach to Financial Planning’, the study surveyed working Gen Z individuals aged 21–28 years (born between 1997-2012) and uncovered a powerful insight: this generation is not just tech-savvy—they are protection-savvy. Gen Zs are embracing term insurance not as a backup, but as the foundation of their financial wellness strategy.

Key Insights: Gen Zs Prioritize 3 Pillars of Protection

1. Term Insurance Takes Centre Stage

With rising awareness around financial risk and affordability, term plans have emerged as Gen Z’s top choice.

• 31% of Gen Z respondents plan to purchase term insurance, the highest among all life insurance categories available to them.
• 1 in 4 prefer a Term + Wealth combo, blending protection with savings.
• Notably, 57% of Gen Z intenders are willing to invest over ₹2,000 per month, showing a stronger intent than current policyholders in this cohort.

2. Early Retirement Planning Gains Ground

Gen Zs are also fast-tracking the retirement conversation. With growing interest in the F.I.R.E. (Financial Independence, Retire Early) movement, many are balancing present-day needs with a long-term view.

• 18% are already considering retirement and pension plans, a notable shift from the wait-and-watch approach of previous generations.

3. Health & Wellness as Key Decision Factors

For Gen Zs, financial products without health benefits are a no-go.

• 60% of respondents prioritize physical health offerings when choosing a life insurance provider.
• Male Gen Zs (65%) place a higher emphasis on wellness benefits compared to female Gen Zs (54%).

Girish J Kalra, Chief Marketing Officer, Tata AIA Life Insurance, said: “Our research underscores some vital insights: while Gen Zs are highly digital, they continue to rely on time-tested financial solutions such as term insurance for long-term security. With a focus on financial protection, health and wellness, and early retirement planning, Gen Z’s is actively preparing for their future. At Tata AIA, we are committed to providing tech-enabled, accessible insurance solutions that meet the evolving needs of this forward-thinking generation.”

Traditional Values Meet Digital Habits

Even as Gen Z’s swipes, scrolls, and shops online, financial trust matters a lot.

• 53% rely on agents or bank advisors for insurance purchases, with the rest being through online and other channels.
• At the same time, 25% seek financial advice on social media, showing the growing influence of digital creators and content.

In Summary:

Gen Zs may be the youngest earners in India’s workforce, but they are displaying the maturity of seasoned planners—embracing term insurance early, preparing for retirement, and valuing health as much as wealth. This generation is redefining how India plans for tomorrow.

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NEW DELHI:  Strengthening its TWS category, itel has launched the innovative Rhythm Pro Earbuds to elevate the audio experience for Gen Z users on the go. Designed to meet the demand for uninterrupted audio, these earbuds offer 100 hours of playtime and ultra-fast charging capabilities. The device also features a 360* deep bass technology, for a theatre-like experience on the go. These sleek dual-tone earbuds with a fusion of style and innovation, are poised to emerge as an iconic everyday companion for the modern youth of India.

Commenting on the latest launch, Arijeet Talapatra, CEO of Itel India, said “At itel, our strategy has always been to innovate based on deep consumer insights, aligning our products with the evolving needs of our users. The launch of the Rhythm Pro Earbuds underscores this commitment by addressing a key demand for extended, uninterrupted usage with 100 hours of playtime. By integrating AI Environmental Noise Cancellation (ENC) and ultra-fast charging, we’ve created a product that enhances both convenience and performance, ensuring our consumers experience cutting-edge technology that fits seamlessly into their fast-paced, connected lifestyles—all at an accessible price point.”

A quick 10-minute charge provides up to 3 hours of playback, allowing users to stay connected to their favorite audio content without delays. In addition, the Rhythm Pro is equipped with advanced AI Environmental Noise Cancellation (ENC) technology, delivering an immersive listening experience by minimizing background noise and allowing users to fully focus on their content without distractions. The itel Rhythm Pro, with touch support, long battery life, and stylish design, is a complete package offered at an attractive price of INR 1299. 

These earbuds are powered by Bluetooth V5.3, allowing consumers to enjoy uninterrupted connectivity up to 10 meters (30 feet). Each earbud is equipped with an ample 40mAh battery, while the charging case boasts an impressive 650 mAh battery capacity. The earbuds are available in two elegant dual-tone colours including Phantom Black and Midnight Blue along with two single-tone colours; Ivory White and Daylight Green making them a stylish fashion accessory as well.

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The café-bar started in 2014 with Church Street SOCIAL in the bustling MG Road neighborhood of Bengaluru, followed by Hauz Khas SOCIAL in Delhi and Colaba SOCIAL in Mumbai. The response to SOCIAL’s first three outlets was phenomenal and people all around were adapting to the new café-bar setting that SOCIAL had introduced to India. From the very beginning, SOCIAL gave people a reason to step out and chill during the weekdays, transforming how India’s youth chose to spend their time. With its unique café-bar vibe, SOCIAL transformed into an all-day workspace, a hangout spot, and an evening party venue, catering to diverse needs throughout the day. Guests found themselves embracing new ways of socializing. From there on, the SOCIAL brand has expanded its footprint with 50+ outlets across India today, including Mumbai, Delhi NCR, Bengaluru, Pune, Indore, Hyderabad, Kolkata, Chandigarh & Dehradun.

Expressing the decade-long journey of SOCIAL, Riyaaz Amlani, Founder & Managing Director, of Impresario Entertainment & Hospitality Pvt. Ltd. commented, “When we started SOCIAL 10 years ago, our vision was to create something far beyond an ordinary restaurant experience. We aimed to build engaging and lively spaces where diverse communities could connect, thrive, and mirror the vibrant energy of young, urban India. The unwavering loyalty and enthusiasm of our guests have been the heartbeat of this journey. As we look ahead to the next decade, I am thrilled to kick off this celebration, introducing a range of exciting experiences, some new and some throwback, for our loyal SOCIALites; and we promise to keep growing, improving, and elevating the SOCIAL experience.”

A Decade of Exceptional Experiences

As India’s first co-working space, SOCIAL quickly became a hub for creative professionals and budding entrepreneurs to collaborate and create, nurturing many of India’s homegrown brands. The café has catered to the growing community of young professionals while establishing itself as a leader in India’s casual dining sector. By focusing on culture and communities, SOCIAL has become a hub for events, pop-ups, live performances, and community gatherings, fostering local talent and creativity.

Since 2014, SOCIAL has been a trailblazer in the food and beverage scene, offering everything from wholesome breakfast trays and SOCIAL platters to munchies, substantial bites, and signature drinks. Bestsellers like Loaded Nachos and Butter Chicken Biryani reimagine classic cuisine with a SOCIAL twist, while the Longest Long Island Ice Tea (LLIIT), with its edgy presentation, has become a recognizable favorite. Our newspaper-style menu, cutlery, and the use of Devanagari across touchpoints have also become synonymous with the SOCIAL experience.

SOCIAL has proudly introduced many community initiatives, offering a platform for homegrown artists and entrepreneurs. From local art exhibitions to music gigs, SOCIAL has built an environment where creativity and community flourish. Its commitment to inclusivity ensures everyone feels welcome, weaving SOCIAL into the cultural fabric of young, urban India as an epicenter of connections, community, and creativity.

10 Years of SOCIAL: A Celebration with India

To mark this milestone, SOCIAL is introducing a special The OG Menu of its bestselling food items, which were popular during the last decade. This limited-time menu will be available across all SOCIAL outlets from 16 to 31 August along with interesting offers. The brand will host a series of events celebrating a decade of community, culture, and creativity. From art exhibitions to tribute parties, SOCIAL is curating unforgettable experiences for everyone. Additionally, SOCIAL will spotlight key individuals who’ve helped shape the brand, featuring them in a special campaign called #MySOCIALStory. This campaign brings their very own memories and experiences at SOCIAL to life through a series of films, content, and more.

Over the next decade, SOCIAL aims to consistently engage and delight its guests with a range of pop-culture initiatives, iconic cocktails, and memorable experiences. SOCIAL is not just a place to dine but a canvas for shared experiences and stories, making it a cherished part of many lives across India.

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