Aviva Chief Andrew Moss has called Prudential's Asia takeover plans as "audacious" and said that Aviva would be growing with the help of its own deals in Europe, especially Britain.

After announcing a surprising rise in its operating profits, Moss said that the offers made by its rival were "audacious." He was confident that the company would be able to make progress and was not under any kind of pressure.

Prudential has, on Monday, made an offer to buy AIG's Asia business for $35.5 billion.

He further added that Britain's second largest insurer would now be focusing more on its business in Europe. He said that the European market is going to increase in absolute terms and that there are threats of increasing consumer regulations in Asia.

Moss expects the European market to be worth close to $1.7 trillion in the next five years' period, which will be higher than North America and Asia.

This is possible because of the rising old age population in Europe. Most of these are from the "baby boomers" generation.    

Meanwhile, the profits of Aviva have surged due to its cost cutting measures, which have been very stringent.