LIC and Sahaj Insurance are expanding insurance access in rural areas

The Life Insurance Corporation of India (LIC) has entered into a strategic partnership with Sahaj Insurance Services Private Limited to bolster insurance access across rural and semi‑urban regions of India. The collaboration aims to bridge the gap in insurance awareness and adoption, particularly in areas where life insurance penetration has traditionally been limited.

Under this initiative, Sahaj’s assisted digital service network will serve as a conduit for LIC’s life insurance products, enabling residents to understand, enrol in, and manage policies efficiently. The partnership leverages technology-driven outreach, combined with on-ground support, to ensure citizens in underserved regions benefit from comprehensive insurance solutions.

Soumendranath Bandyopadhyay, Regional Manager of LIC, emphasised the significance of the alliance:

“LIC has always been committed to extending life insurance protection to every segment of society. Our collaboration with Sahaj Insurance Services Private Limited will help us reach deeper into rural and semi‑urban regions, ensuring that more citizens benefit from the security and assurance offered by LIC.”

Sahaj Insurance Services highlighted that the collaboration brings together LIC’s credibility and trust with Sahaj’s extensive last-mile presence. The partnership is expected to enhance policy awareness, streamline servicing, and promote broader adoption of life insurance, contributing meaningfully to India’s financial inclusion and social security objectives.

Sahaj Insurance Services, a wholly owned subsidiary of Sahaj Retail under the Kanoria Foundation initiative, recently received a corporate agency licence from the Insurance Regulatory and Development Authority of India (IRDAI). This authorisation empowers the company to distribute insurance products nationwide.

The company operates through a network of approximately 450,000 digitally enabled rural centres, collectively reaching over 700 million citizens. Trained Sahaj Mitrs at these centres assist customers with onboarding, policy servicing, and claims management, while also facilitating access to government-backed social security schemes.

Key Highlights of the LIC–Sahaj Partnership:

By combining LIC’s insurance expertise with Sahaj’s grassroots presence, the partnership is poised to make life insurance more accessible, affordable, and understandable for millions of citizens, reinforcing India’s journey towards comprehensive financial inclusion.