• Ankita
• Prof. Tej Singh

The distribution channel of the life insurance industry in India has undergone significant changes in recent years. The traditional method of selling life insurance policies through agents is still prevalent, but there has been a shift towards alternative distribution channels such as bancassurance, digital platforms, and corporate agents etc. Bancassurance is a popular distribution channel in the Indian life insurance industry, where insurance products are sold through bank branches. This distribution channel is beneficial for both the banks and the insurance companies as it helps them reach out to a large customer base. Many Indian banks have tie-ups with insurance companies, which enables them to offer insurance products to their customers. In India, bancassurance has become an essential part of the insurance industry, and providing the several benefits to insurance companies. One of the significant advantages of bancassurance to insurance companies in India is the potential for increased sales. Banks have a vast customer base, and insurance companies can tap into this base to sell their products. By partnering with banks, insurance companies can reach out to more customers, which can lead to increased sales and revenue. Therefore Bancassurance has become a important channel in acquiring premium and that makes it of value to study the contribution of Bancassurance as a distribution channel in life insurance industry. In this study the five life insurance companies including the LIC, the public sector company are evaluated firm wise to analyse the contribution from Bancassurance channel. The study took the data of five selected insurance companies for the period 2010-11 to 2020-21. The study reveals the SBI life insurance is earning the higest premium from bancasurance channel out of all the selected companies. The LIC being the largest life insurance companies has the lowest business acquisition through Bancassurance channel.

Life insurance, Bancassurance, Growth, Policy, Premium.

"Firm wise Contribution of Bancassurance as a Distribution Channel in Selected Life Insurance Companies in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 5, page no.a122-a128, May-2023, Available :http://www.jetir.org/papers/JETIR2305017.pdf

"Firm wise Contribution of Bancassurance as a Distribution Channel in Selected Life Insurance Companies in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 5, page no. ppa122-a128, May-2023, Available at : http://www.jetir.org/papers/JETIR2305017.pdf