Sahaj Insurance Secures IRDAI License, Aims for 100 Million Rural Policies in 1st Year

Sahaj Insurance Services Pvt Ltd has entered the insurance distribution space with a new vertical dedicated to rural households, as per PTI reports.  

The company, part of Sahaj Retail Ltd, received its corporate agency licence from IRDAI and is preparing to scale insurance access across regions where formal protection remains limited. 

Rural Centres to Drive Large Scale Outreach 

The company intends to leverage its network of nearly 4.5 lakh digitally enabled rural centres, which collectively reach more than 70 crore people.  

These centres already provide digital payments, mobile banking and e-governance services through Village Level Entrepreneurs known as Sahaj Mitrs. With the addition of insurance, the centres will now extend advisory support, enrolment assistance, and claims facilitation. 

Sahaj is targeting distribution of about 10 crore insurance policies in its 1st year. The firm said the initiative aims to simplify insurance for first-time users through assisted digital processes, multilingual support and paperless workflows. 

Tailored Products for Rural Needs 

The new portfolio includes life, health, accident, crop, livestock and micro-insurance plans developed with multiple insurers. The focus is on low-premium, high-relevance products that address risks common to agrarian and informal-sector households.  

The company noted that integrating government-backed insurance and social-protection schemes will help deepen financial inclusion in areas with historically low coverage. 

CEO Biswajit Chatterjee highlighted “Customers will be able to access assisted digital enrolment, paperless processes, multi-lingual support and help with filing claims. These features are essential for first-time insurance adopters in rural markets. The services will also integrate government-backed insurance and social-security schemes to deepen financial inclusion.” 

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Conclusion 

By combining an extensive rural presence with assisted digital delivery, Sahaj Insurance is positioning itself as a large-scale enabler of insurance adoption in underserved regions. The company plans to expand further across central and eastern India as it builds momentum in its first year of operations. 

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