The Life Insurance Corporation of India (LIC) has entered into a strategic partnership with Sahaj Insurance Services Private Limited to enhance the reach of life insurance across rural and semi‑urban India. The collaboration aims to bridge the longstanding gap in insurance awareness and accessibility, particularly in regions where formal financial services remain limited.
Under this initiative, Sahaj’s assisted digital service network will act as a conduit for LIC’s life insurance products, enabling citizens to learn about, enrol in, and manage policies with ease. The partnership seeks to simplify insurance processes and make life coverage more accessible to underserved populations.
“LIC has always been dedicated to providing life insurance protection to all sections of society. By joining forces with Sahaj Insurance Services, we can penetrate deeper into rural and semi-urban regions, ensuring that more citizens benefit from LIC’s financial security and peace of mind,” said Soumendranath Bandyopadhyay, Regional Manager of LIC.
Sahaj Insurance Services highlighted that the collaboration combines LIC’s long-standing credibility with Sahaj’s extensive last-mile outreach through its assisted digital model. This initiative is expected to increase awareness of life insurance, improve policy servicing, and promote wider adoption, contributing significantly to India’s broader financial inclusion and social security objectives.
A wholly owned subsidiary of Sahaj Retail and part of the Kanoria Foundation initiative, Sahaj Insurance Services recently received a corporate agency licence from the Insurance Regulatory and Development Authority of India (IRDAI), authorising it to distribute insurance products nationwide.
The company operates through a network of approximately 4.5 lakh digitally enabled rural centres, collectively serving over 70 crore citizens. Its insurance vertical focuses on affordable and easy-to-understand products, assisted by trained Sahaj Mitrs who guide customers through onboarding, policy servicing, and claims processes.
Additionally, Sahaj centres will provide access to government-backed insurance and social security schemes, alongside life and health insurance offerings, reinforcing efforts to broaden financial literacy and inclusion in India.
Key Statistics of Sahaj Insurance Network
| Feature | Details |
|---|---|
| Rural Centres | ~4.5 lakh |
| Population Served | >70 crore |
| Focus Areas | Life insurance, health insurance, government schemes |
| Support Model | Assisted digital services via trained Sahaj Mitrs |
| Regulatory Licence | Corporate agency licence from IRDAI |
Through this partnership, LIC and Sahaj aim to bring life insurance to the heart of rural India, creating a robust framework for financial protection and inclusion.