The Life Insurance Corporation of India (LIC) has entered into a strategic partnership with Sahaj Insurance Services Private Limited to bolster insurance penetration in rural and semi‑urban areas across the country. The collaboration aims to make life insurance more accessible, particularly in regions where awareness and adoption have traditionally been limited.
Through this partnership, Sahaj’s assisted digital service network will act as a bridge, enabling citizens to explore, purchase, and manage LIC’s life insurance products with greater ease. The initiative is expected to empower individuals and households to secure financial protection and long-term social security benefits.
“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,” said Soumendranath Bandyopadhyay, Regional Manager, LIC.
Sahaj Insurance Services emphasised that the partnership combines LIC’s long-standing credibility with its own last-mile reach through an assisted digital model. This union is anticipated to raise awareness, improve policy servicing, and drive wider adoption of life insurance products, aligning with 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 obtained a corporate agency licence from the Insurance Regulatory and Development Authority of India (IRDAI), authorising it to distribute insurance products nationwide.
The company operates a network of approximately 450,000 digitally enabled rural centres, serving over 700 million citizens. Its insurance vertical focuses on providing affordable, easy-to-understand products, with trained Sahaj Mitrs assisting customers throughout the onboarding, servicing, and claims processes.
Sahaj centres will also support access to government-backed insurance schemes and social security programmes, in addition to LIC’s life and health insurance offerings, further advancing financial inclusion and security in underserved regions.
Sahaj Insurance Services Network Overview
| Feature | Details |
|---|---|
| Rural Centres | ~4.5 lakh |
| Population Covered | 70+ crore |
| Services Offered | Life insurance, health insurance, government-backed schemes |
| Customer Assistance | Trained Sahaj Mitrs for onboarding, servicing, claims |
| Regulatory Licence | Corporate agency licence from IRDAI |
Through this collaborative effort, LIC and Sahaj aim to create a robust insurance ecosystem that ensures financial protection reaches the most remote and underserved corners of India, helping millions of citizens achieve long-term security and peace of mind.