Edelweiss to Zuno: Ketan Mankikar on Transforming Insurance for a New Generation
Heightened social and climate awareness, improved customer experiences across industries, and the steady shift of insurance from a grudge purchase to a value-driven necessity have transformed how insurance is positioned and marketed today.
In an interview with BrandSutra, Ketan Mankikar, Vice President & Head of Marketing and Communications at Zuno General Insurance, delves deeper into these trends and offers insights into the company’s rebrand from Edelweiss to Zuno.
Edited excerpts…
What have been the key changes in the insurance industry? How has marketing adapted?
The Indian insurance industry has evolved significantly over the last decade, shaped by policy changes, the rise of digital platforms, and a shifting consumer mindset. Marketing is now more data-driven, customer-focused, and digitally integrated than ever before, enabling more personalised and proactive engagement.
The industry is increasingly leveraging data analytics to understand customer behaviour, tailor experiences, and simplify complex policies—making insurance easier to understand and more relatable through real-life examples.
Social media, YouTube, and influencer platforms are playing a key role in humanising insurance, making it more approachable and relatable. These platforms simplify product discovery and understanding, making it crucial for brands to integrate them into their marketing strategies.
At Zuno, we ensure our communication is clear, jargon-free, and engaging—catering to modern consumers who value simplicity and transparency. We also strive to enhance the customer experience by simplifying every stage, from discovery and purchase to policy management and claims processing.
What key insights have you gathered about today’s insurance customers and their evolving expectations?
The consumer mindset around insurance is steadily shifting—from viewing it as a grudge purchase to recognising it as a value-driven necessity. That’s a positive sign for the industry.
Today’s consumers don’t just compare insurance providers with each other—they compare their experiences across all brands they interact with. This means that expectations are being shaped by customer-centric experiences in retail, travel, tech, and beyond.
Value-added services such as wellness benefits, preventive care, personalised premiums, and rewards based on behaviour and usage patterns are increasingly becoming key differentiators.
Given the rise in eco-conscious consumers, we’ve launched initiatives like Cut the Carbon, where every car insurance policy sold contributes to tree planting. We’re also exploring sustainable strategies such as offering discounts to electric vehicle owners and promoting paperless processes.
Can you share some specific examples of how customer feedback shaped offerings at Zuno?
Absolutely. Like every industry, insurance is increasingly shaped by consumer feedback and expectations. These insights continuously influence how insurance is bought, experienced, and perceived.
At Zuno, we’ve prioritised Usage-Based Insurance (UBI) in the motor segment, offering customised premiums for safe drivers based on driving behaviour tracked through a telematics-based mobile app. We’ve also recognised that electric vehicles (EVs) require different coverage from traditional combustion engine vehicles. In response, we introduced products tailored specifically to EVs, addressing unique concerns such as battery life and charging infrastructure.
In health insurance, we launched the “Health 2 for 1” policy, which offers a second-year premium free if no claims are made in the first year. This idea was driven by feedback from entry-level customers hesitant about paying for something they might not use.
We’ve also adopted seamless digital tools such as fast-track claims, cashless settlements, and real-time claim tracking to enhance trust and convenience. Innovation must be practical, not just aspirational—and customer insights are at the core of everything we do.
Tell us about the psyche behind the rebrand.
We wanted to break away from the traditional, jargon-heavy language of insurance and embrace a fresh, approachable identity that reflects our purpose and resonates with millennial and Gen Z audiences.
Our transformation from Edelweiss General Insurance to Zuno General Insurance was driven by a deep understanding of changing consumer expectations and our mission to reimagine insurance—making it easy, friendly, and transparent.
Zuno is a name that captures a youthful, innovative, and approachable spirit, embodying our digital-first DNA and commitment to consumer-centricity.
How do you see the general insurance sector evolving over the next decade?
The next decade promises to be transformative for general insurance, thanks to changing consumer mindsets, technological advancements and regulatory developments.
The Insurance Regulatory and Development Authority of India’s (IRDAI) mission of Insurance for All by 2047, focusing on awareness, accessibility and affordability, presents insurers with an unprecedented opportunity.
The increase in the sectoral FDI cap from 74% to 100%, as announced in the 2025 Union Budget, is expected to attract more global players, bringing in new expertise and innovation.
Strategic partnerships with players in healthcare, automotive and smart home technologies will drive integrated platforms, enabling bundled offerings and holistic protection solutions. And with sustainability in focus, insurers will increasingly introduce climate-risk protection and socially responsible products.
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