Abstract

The case provides a detailed insight into the strategies adopted by Indian insurance major Life Insurance Corporation (LIC) of India in various areas. The case also provides an insight into the life insurance industry’s structure in India and the changes that took place after the entry of private players into the market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The changes sweeping the Indian insurance industry after the entry of private players
• Steps taken by LIC to combat the competition.

Keywords

Joint ventures, corporate agents, over-the-counter (OTC), brand value