Insurers are increasingly making roadside assistance (RSA) a core part of motor insurance policies rather than an optional add-on. The move reflects a broader push to deliver real-time, on-ground support, transforming insurance from a passive financial safeguard into an active service that steps in exactly when customers need it most. Roadside assistance provides 24/7 emergency support such as towing, flat tyre repair, and fuel delivery for a nominal extra premium. This coverage is essential for long-distance drivers and older vehicles.
Roadside assistance is rarely part of standard comprehensive policies and must be purchased as an optional add-on.
Speaking on the benefits of the roadside assistance as an add-on in the motor insurance policy, Pankaj Goenka, Chief Business Officer, InsuranceDekho said, "For distribution platforms, RSA is increasingly a differentiator in the motor insurance conversation and customers are asking about it upfront, while partners are using it as a genuine selling point rather than a footnote. As the market matures, we expect RSA to shift from a value-add to a baseline expectation."
On the importance of the roadside assistance in insurance policies, he said it has quietly become one of the most tangible, in-the-moment experiences a motor insurance customer can have with their insurer, and that's exactly why it's gaining strategic importance in bundling conversations. "Insurance, for most customers, is invisible until they need it. RSA changes that dynamic. It delivers real, visible value in a moment of stress, which builds trust and stickiness in a way that policy documents simply can't."
Charu Kaushal, Managing Director, Allianz Partners India said, roadside assistance transforms insurance from a passive product into an active service, providing support to the customer when he/she needs it the most .
"Roadside Assistance has emerged as one of the most important and recognised benefits in motor insurance because it represents insurers being truly present for their customers. It is one of the longest-standing value add in the industry and, a service consistently delivered throughout the life of a motor policy. This makes RSA not just a support feature, but a defining customer touchpoint," she said.
"Bundling RSA is not just a pricing strategy, it becomes a relationship strategy. It strengthens trust and redefines the role of insurance in customers’ everyday journeys."
Vikas Kumar is Deputy Editor (Business) at Times Now driving coverage across policy, economy and markets. He possesses nearly a decade of experience i...View More
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