• ARUN KUMAR
• Shikha Tripathi

Abstract: Life insurance is bought lesser in Areas by rural population. General insurance is often bought because there are compulsions under the law or from the financiers asking for insurance as collateral security. In the case of life insurance sector, there is very low compulsion. The tendency is to defer the decision. The possibility of death is ignored by the rural people; however there is more possibility of such misfortune for people lives in rural areas. The rural people never believe that they can succumb to destiny and they think they will live a better and healthy life. The rural population in Areas is without life insurance cover and this part of the population is also subject to weak social security and pension systems with hardly any old age income security. It is an indicator that growth caliber for the insurance sector is excess. Though the Government has taken steps to promote rural insurance, for nearly two decades this field has not made any head way. One of the importance for forecasting elaborate of rural insurance would be identifying of productive potential and specific insurance needs in areas not yet reached by insurer and growth cooperation between insurance and rural credit agencies or institutions. The buying behavior of rural consumer is influenced by the income levels and distributions and sectorers efforts on promotional activities. The rural customers are risk avoider therefore insurance cannot apply the similar rules that they apply to launch products in urban areas. The paper is an attempt to examine the current status of rural insurance penetration and to explore the reasons of poor performance of insurance companies in rural Areas. It selected the key aspects of misuse emerging insurance sector in rural areas, and focuses sulation to overcome the challenges in this regard. It analyzes the current distribution models and provides future road map to increase rural share in insurance sector. Based on the analysis, the paper tries to give a future forecast of the sector that is intended as a rough guide to the direction in which the sector is likely to move.

" LIFE INSURANCE POLIECE SECTORE: THE RURAL AREAS MARKET CONNECT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.180-187, December-2018, Available :http://www.jetir.org/papers/JETIR1812224.pdf

" LIFE INSURANCE POLIECE SECTORE: THE RURAL AREAS MARKET CONNECT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp180-187, December-2018, Available at : http://www.jetir.org/papers/JETIR1812224.pdf