Sahaj Insurance Services Partners with LIC to Expand Product Distribution

Sahaj Insurance Services has entered into a distribution agreement with Life Insurance Corporation of India (LIC) to offer life insurance products in rural and semi-urban areas.  

The tie-up was announced on Friday and will be executed through Sahaj’s existing service infrastructure. 

Licensing and Corporate Status 

The company recently received a corporate agency licence from the Insurance Regulatory and Development Authority of India (IRDAI). This approval allows Sahaj Insurance Services to distribute insurance products across the country.  

Sahaj Insurance Services is a wholly owned subsidiary of Sahaj Retail and operates under the Kanoria Foundation initiative. 

Operational Presence  

Sahaj runs a network of around 4.5 lakh digitally enabled centres across India. According to the company, these centres collectively serve more than 70 crore citizens.  

The centres are primarily located in rural and semi-urban regions and already provide access to a range of citizen services. 

Distribution Mechanism 

Under the arrangement, Sahaj will use its assisted digital centres to distribute LIC’s life insurance products.  

Customers can seek help with understanding policy features, completing enrolment formalities, and accessing servicing support. The process relies on in-person assistance combined with digital systems. 

Role of Field-Level Staff 

Services at Sahaj centres are handled by trained personnel known as Sahaj Mitrs. These staff members assist customers with documentation, onboarding, servicing requests, and claims-related processes. The same model will be used for LIC insurance products offered through the centres. 

Scope of Services Offered 

In addition to LIC’s life insurance products, Sahaj centres will also facilitate access to government-backed insurance and social security schemes. The insurance vertical includes life and health insurance offerings, along with support services linked to enrolment, renewals, and claims. 

Context of the Tie-Up 

The collaboration adds a distribution channel for LIC in areas where insurance penetration has remained lower compared with urban markets. For Sahaj, the agreement expands the range of financial services available through its rural service network. 

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Conclusion 

The tie-up brings LIC’s life insurance products onto Sahaj’s centre-based assisted digital platform. With regulatory approval in place and a rural presence, the arrangement integrates insurance distribution into Sahaj’s existing service delivery model across rural and semi-urban India. 

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