CHAPTER I

INTRODUCTION
Security and constant search for security have been an unending
endeavor of human race since the beginning of the civilization. From the
Rock man to Iron Age man, from the Medieval Conservative to today
Longhair and Techniques, this search has brought out innovative ideas.

'The irony of man's condition is that the deepest need is to be free of

the anxiety of death and annihilation; but it is life itself which awakens it, and
so we must shrink from being fully alive."
-EARNEST DRUCKER

Financial stability of an individual is a vital factor for the successful

running of a family. A family depends on the income of its breadwinner for its
sustenance and for maintaining a chosen standard of living. Every family will
have certain aspirations- to have a decent life, to provide a standard education
to children leading to their worth while employment, to arrange and celebrate
suitable marriage for daughter, to own a roof to lie under and to have good
medical facilities to all the family members. All these depends on the
regularity with which the earning members of the family, especially the
breadwinner, bring income to the family and the family's spending and
savings habit.

Though death, natural or otherwise, takes the breadwinner permanently

away from the family, what is inevitable to consider is the Economic Death of
the person.

"Security can be thought of as peace of mind and freedom from

uncertainty. Insecurity implies feelings of doubt, fear and apprehension.
Security is measured by the probability.

Security has been a universal desire, right from the earliest

civilizations. This quest for security has been a major motivating force in the
progress of mankind. Gradually, as lifestyles changed and as man progressed
into a modern industrialized setup, this comprehensive quality of the family
vanished. One had to look for other ways of providing economic security and
somewhere along the line was born the concept of "Insurance". Although the
modern version of insurance was far to seek, there had been several ways of
looking for partial or total relief from potential financial losses, or in a
nutshell, for transfer of risk.

The word 'Insurance' instills a sense of security in the minds of people.

Insurance is a part of financial system that takes care of the financial
consequences of certain specific contingencies both in case of individuals and
corporate bodies. Insurance neither prevents risks non-altars the probability of
its occurrence, but reduces the extant of financial loss by transferring risks
from one individual to a group.

Economic activity and growth are greatly facilitated by the market in

mobilizing the savings and allocating them among competing users. Economic
needs institutions that impartially enforce property rights and contracts.
Economic growth depends on the existence of a well functioning financial
market, it is essential that the financial infrastructure is developed sufficiently
so that the market operations are efficient.
Need for the Study:

The new liberalized and reformed insurance sector has a great fui New
companies have shown a real scope for improvement in the insurance market
in the past few months Visakhapatnam. The city has seen companies entering
into the market . The companies have seen great pott in the unexplored market
and they have brought about intensive penetrate the field. This has brought
about competition for LIC of India which was only player in the life insurance
market.

The study is focused to find out the buying behaviour and the factors
influencing the purchase of Life Insurance policy by an individual. Also the
study is to find out the perception of the individuals of the companies
operating in Visakhapatnam. The study is to elaborate the purchase pattern
competitors strategies adopted but the companies in the city.

Objectives of the project

 To analyze the service mix. offered by the different insurance

companies with special reference to ICICI Prudential Life Insurance
services.

 To understand the customer requirement, make a need analysis and

offer him a customized solution.

 To understand the extent of usage of insurance as a savings and

investment option

 To know the response of people regarding private insurance companies

and its products.
METHODOLOGY

Collection of data:
Marketing research depends on two kinds of data i.e.. primary and
secondary. Primary data consists of observing phenomena and subsequently
surveying respondents. The study requires primary data for learning the
customers' perception about private life insurance. The company supplies the
database required for the study.

Primary data collection involves the following steps:

• Meeting the clients as per the information provided by the database.

• Scheduling the appointments from customers through call convenience.
• Trying to know customers perception towards private life insurance.
• Convincing them about the benefits of life insurance.

Secondary data marks the beginning of the marketing research

process. Information is gathered from both internal and external sources.
Secondary data is required to gain an insight into the private life insurance
products. Secondary data is gathered through journals, magazines, brochures
and web sites.

Market survey:
The research instruments and techniques used are as follows:
 Questionnaire:
A structured questionnaire has been used to conduct the survey,
which consists of a set of questions related to the company and the basic
questions relating to the insurance industry.
 Sampling plan:
The next step after the survey is to decide upon the sample size,
sample unit, and procedure.
  Sample unit:
The sampling unit consists of who is to be choosing as a target to
commence the survey. According the survey done all the area covered is to be
taken as the sample unit. It is not restricted to one area or a single individual
but also the employees, the business agents all are taken into account.
 Sampling procedure:
To get a sample representative of the entire population, a
probability sample of the population should be drawn. The sample of the
entire insurance sector has been taken into consideration in the
Visakhapatnam area.
 Reporting research findings:
This phase of the survey includes the research findings. The
research findings help in the decision making of the gathered facts. The
marketers give the research findings to speed up the decision making process.

LIMITATIONS

 The survey is conducted to know the consumer perception, which

requires large sample and lot of time; hence shortage of time is a big
limitation for this survey.

 As the time is short, the geographical limitation is restricted to the city

of Visakhapatnam.

 One big factor to consider is the assumption that the Respondents will
be honest while responding to the questionnaire, which may not be true
in all responses.
 CHAPTER-II
INDUSTRY PROFILE

Evolution of Insurance:

Insurance may be defined as a cooperative device to spread the caused

by a particular risk over a number of persons who are exposed to it a who
agree to insure themselves against that risk. This means that insurance
provides a pool to which many people contribute a certain sum of money cal
the premium and out of which the insurer compensates the few who suffer
losses. By insurance the risk is transferred from individual to the insurer w
takes into account the total likely loss in a certain period and then fixes 1
premium to be charged from each person insured.

For example the likely loss of ships on voyage on a particular route

estimated to be ships per year, valued at two crores of rupees and total
number of ships expected to be on voyage per year is calculated to be say
1000 shi] them the premium for each ship may be at 2,00,00,000/ 1000 = Rs.
20,000 Say Rs 2,000 of other expenses and profits i.e., Rs. 22,000. Thus it can
be se that insurance is a device by which an insured person can protect
himself from the heavy loss likely to be caused by an uncertain event in
exchange of money as premium.

It may be noted that insurance cannot prevent loss of property of good

by fire or other perils. It can merely provide financial compensation for t
effects of misfortune. Insurance therefore does not protect the material
property which is the subject matter of insurance, but the pecuniary. interest
of the insured.

Nature of Insurance:
Insurance is a means of spreading risks. It involves pooling of risks,
group of people who are subject to an insurable risk contribute regularly and
the fund so created is utilized to compensate those unfortunate few members
of the group who actually suffer a lone due to same unexpected calamity. In
this way all members share the loss of a few as an equitable basis. Insurance
is a sock device for pooling and dividing risks among a large number of
persons.
For instance, let us assume that in a city 1000 house - owners decide to
insure their houses against fire. Every house-owner will make same payment
for the insurance cover. Some houses are likely to get fire but the probability
that all will burn is very remote. Suppose the total insurance fund created by
contributions is Rs. 50 lakhs and ten houses suffer a total loans of Rs. 40
lakhs by fire during the period of insurance then the owners of those houses
will be indemnified out of "the fund. Rest of the money will be utilized to
meet the expenses and profits of the insurance company.
Thus, insurance may be defined as a contract in writing under which
one party agrees in referrer for a consideration to indemnify the other party
against the loans or "damage suffered an account of an uncertain future event
or contingency or to pay a specified such on the happening of a specified
event.
Contract of insurance must fulfill all essential requirements of a valid co as
defined in the law of contracts. In other words there must be valid of the
acceptance and free consent the parties must be competent.

Classification of Insurance:
The risks, which can be insured, have increased in number and owing
to the growing complexity of the present day economics Insurance thus
occupies an important place in the modern world. It plays in role in the life of
every citizen and has developed in recent times enormous scales leading to
the evolution of many different types insure Even singers can insure their
voice and dancing girls can get their legs ins so that their singing or dancing
skill declines the insurance company pays the policy amount. Insurance can
be broadly divided into:
•Life Insurance
•General Insurance
Governance of Insurance Business:
The insurance business in India is governed by the following Acts: -
•The Insurance Act, 1938
•The Life Insurance Corporation Act, 1956
•The Marine Insurance Act, 1963.
•The General Insurance Business (Nationalization) Act, 1972.

HISTORY OF LIFE INSURANCE:

In early times men who engaged in trade by sea attempted to minimize
the largest which resulted from the perils of the sea by spread in the largest
amongst a large number of persons who are similarly engaged. Naturally
many ships arrived safely in port and it was only a few that suffered loss. The
many who did not suffer loss contributed to mitigate the sufferings of the few
who did. So much good following from this arrangement that the trades
adopted the idea in many lands and gradually there come into existence
groups of men who specialized in managing the funds and studied the rates of
loss which occurred in the different types of marine ventures. This was the
beginning of insurance and is called as 'Marine Insurance'.
Evidence is available about crude forms of maritime contracts made by
the baby larians, Rhodesians and Greeks about the middle of third millennium
B.C., however the early history of insurance is hidden the mists of antiquity.
The earliest available reference to some form of insurance is found in the
codes of Hammurabi and Manu. The term YOGAKSHEMA is used in the
Rigveda suggestion that same form of community insurance as participated by
the Aryans in India over 3000 years ago.
The early development of insurance was spasmodic and was restricted
mostly to the fields other than life, scientific life assurance is a heritage from
England the 'American Society' granted fluctuating sum on death. The
development of morality tables was a land mark in the history of life
assurance with this development life assurance acquired a scientific character.
The equitable society found in 1762 was the first to be founded on a
scientific basis with premiums computed according to age and period of
insurance on the lives of the humans.
MEANING OF LIFE INSURANCE:
Life Insurance is a contract under which the insurer in consideration of
a premium paid either in lump sum or by monthly, quarterly, half-yearly or
yearly installments undertakes to pay a fixed sum of money on the death of
the insured or on the expiry of a specified period of time whichever is earlier.

The contract also provides for the payment of premium periodically to

the corporation by the assured life insurance universally acknowledged to be
an institution, which eliminates 'risk', substituting certainly for uncertainty.
The subject matter of insurance is human life. It is a contingent and not a
contract of indemnity.

A family is generally dependent on the income brought in at regular

intervals by the breadwinner of the family for its food, clothing and shelter.
As long as the income is received steadily that family is secure, but should
death suddenly intervene the family may be left in very difficult situation and
some times in stake poverty Uncertainly of death is inherent in human life.

Life Insurance in short is concerned with two hazards that stand across
the life path of every person, that of dying prematurely leaving a dependent
family to fend for itself and that living to old age without visible means of
support.

•Person has an unlimited insurable interest in his own life

•A husband/wife has an insurable interest in the life of his
wife/husband
•A father has an interest on his son/daughter on whom he
is dependent.
•A creditor has on his debtor and a further has interest on
his copartner.
ADVANTAGES OF LIFE INSURANCE:
 Protection against premature death: .
Life Insurance provides protection to the dependents of th assured in case
of his untimely death. The dependents get a large sum in case c the death of
their breadwinner.

 Provision for old age:

Through life insurance, a person can make provisions for hi old age. After
is substantially reduced. He cannot maintain his standard o living without
substantial livings.

 Promotion of Thrift:
Life insurance encourages people to save money compulsorily Once a life
policy is taken, the assured has to pay premiums regularly to keep the policy
in force and he cannot get back the premium.

 Funds for investment:

It mobilizes the public savings and channelises th

productive investment for the economic
development of the country. I important institution
for the mobilization and investment of small saving
 Commercial Value:

Life insurance policy can be used as a

collateral seci raise loans. It improves the
continuity, and credit worthiness of business.

 Social Utility:

Life Insurance has significance for the society

aiso. In workers and other poor people can save
through life insurance. It en person to provide for
education and marriage of children and for constru*
house.

 Superior to an Ordinary Savings Plan:

Unlike other savings, it affords full protection

against death. In case of death the full sum assured
is made available under assurance policy.
  Ready Marketability:

After an initials period, if the policyholder finds

himself to continue payment of premiums he can
surrender the policy for ca Alternatively, he can
tide over a temporary difficulty by taking a loan on
the sole security.

 |jclisttabTax Relief:

Income tax act allows deduction from tax

payable, a certain percentage of portion of the
taxable income, which is diverted to payment of
premiums.

General Insurance:
It is known as non-life insurable. We can
classify general insurance three branches.
It is the contract under which on party in
return I consideration agrees to indemnify the other
party for the financial loans, v the latter may suffer
due to damage to the property insured by fire
during specific period of time and up to an agreed
amount.

 Marine Insurance:

It is an agreement under which the

insurer undertakt indemnify the insured, in the
manner and to the extent thereby agreed, a£
marine losses or loses incidental to marine
adventure.

 Miscellaneous Insurance:

Some of the other types are:

• Personal accident insurance
• Burglary insurance
• Credit insurance
• Workmen's compensation insurance
COMPARISON OF LIFE INSURANCE AND OTHER FORMS:
 Subject matter: Life insurance is related to
human life and others ; related to property.
 Nature of Contract: Life insurance is a
contingent contract and others contracts of
indemnify.
 Periods of Contract: Life insurance is a
continuing contract while others are short-
term contracts.
 Surrender Value: Life Insurance has surrender

value i.e. value before maturity in other

forms of insurance, the question of
surrender value d not arise.

 Purpose: The basic aim of life insurance is to

provide protection against premature death

and the purposes of other forms is to protect
property against loans or damage.
 Insurable Interest: In life insurance, it must be

present at the time of taking the policy. In

other forms, it must present at the time the
loans occurs.

HISTORY AND EVOLUTION OF LIC INDIA:

There has been life insurance business in India

since 1818 till 195( insurance business was mixed
and decentralized. There were a large numb
companies of different ages, sizes and pattern of
organization, which conducted only life insurance
business and there were some companies whose r
business was general insurance but they did life
insurance also.
In 1956, the life insurance business of all
companies was national: and a single monopolistic
organization, the Life Insurance Corporation (LIC
India was set up. This has been established by an
act or parliament which received the assert of the
president and corporation begin to function on
September 1956. Since that day the corporation is
having the exclusive privilege of carrying on Life
Insurance business in India.

The early history of modern insurance in India

is some what obscure. 1 earliest references are
traceable to the days of the East India Company.
So: British officers issued the lives of its officers.
The first organized effort establish a life insurance
office in India was made in 1870 with the formation
the Bombay Mutual Assurance Society Ltd.

A few years later the “Bharat” (1896) and the

“Empire of India” (1897) were established. The
swadeshi movement of 1905 provided impetus to
the formulation of general companies such as the
“Hindustan Co-Operative” the “United India” the
“Bombay Life” and the “India mercantile”.
 The Government began to exercise a certain
measure of control ( Insurance Business with the
passing of the first Insurance act in 1921 with view
to establishing closer supervision and control,
government enacted tl insurance act, 1938. This act
was amended in 1950.

In the year 1955, approximately 170 insurance

offices and 80 provide! societies had been
registered for transacting Life Insurance business
in Indi, The government of India took the first step
towards nationalization of Lil Insurance Business in
India on the 19lh January 1956.

REASONS FOR NATIONALIZATION:

In the year 1955, approximately 170 insurance

offices and 80 provider societies had been
registered for transacting Life Insurance business
in India, t few of these were foreign companies with
their head offices outside India. Ii addition to these
insurers, a large number of other insurers who had
registered themselves for transaction of Life
Assurance Business had either gone into liquidation
or had been taken over by the existing insures.

From a study conduct, it was found that the

concept of trusteeship which should be the
cornerstone of life insurance seemed entirely
lacking and most management's had no
appreciation of the clear and vital distinction that
exists belonged to joint stock companies owned by
the shareholders. Therefore it was felt necessary to
nationalize insurance business in India with a view
to:
1. Providing for cent percent security to Policy –

holder.
2. Saving the dividends paid to shareholders to

insurance.
3. Ensuring the use of life insurance funds for

nation building activities.

4. Avoiding wasteful efforts wasteful efforts in

completion companies.
5. Spreading the gospel of insurance beyond the

more advanced urban areas well into the

higher to neglected rural areas.
6. Avoidance of certain undesirable practices
adopted by some of the Insurance Companies
Management.

Evolution of
Insurance Market
Lets have a brief look into the evolution of the
insurance market, which has come a long way
starting 1818.
The business of life insurance in India in its
existing form started in India in the year 1818 with
the establishment of the Oriental Life Insurance
Company in Kolkata. Some of the important
milestones in the life insurance business in India
are:
1912: The Indian Life Assurance Companies Act
enacted as the first statute to regulate the life
insurance business.
1928: The Indian Insurance Companies Act enabled
the government to collect statistical information
about both life and non-life insurance businesses.
1938: Earlier legislation was consolidated and
amended by the Insurance Ac with the objective of
protecting the interests of the insuring public.
1956: 245 Indian and foreign insurers and
provident societies taken over by the Central
Government were nationalized. LIC formed by an
Act of Parliament viz., LIC Act, 1956,. with a capital
contribution of Rs. 5 cr from the Government of
India. (Source: www.ciionline.org )
Prior to 1956, a large number of organizations
were managing lift insurance and general insurance
businesses. But then in 1956, the life insurant
business was nationalized & monopoly vested with
Life Insurance Corporation (LIC). Similarly in 1972,
the general insurance business was nationalized &
started to be managed by General Insurance
Corporation (GIC) and its four subsidiaries namely
National Insurance Company Limited, New India
Assurance Company Limited, Oriental Fire &
General Insurance Company Limited & United India
Company Limited.
The first sign of government concern
about the state of the insurance industry was
revealed in the early nineties, when an expert
committee was set up under the chairmanship of
late R. N. Malhotra. Amongst the various
recommendations put in by the Malhotra
Committee, the most important was recommending
that the insurance industry be .opened up to
private firm subject to the conditions that a private
insurer should have a minimum paid u capital of Rs.
100 crore, and that the promoter's stake in the
otherwise widel; held company should not be less
than 26 per cent and not more than 40 per cent.
Subsequent to the submission of its report by
the Malhotra Committee there were several
abortive attempts to introduce the Insurance
Regulator Authority (IRA) Bill in the Parliament.
In November 1998, the Central Cabinet
approved the Bill, which envisaged a ceiling of 40
per cent for non-Indian stakeholders: 26 per cent
for foreign collaborators of Indian promoters, and
14 per cent for nonresident Indians (NRIs),
overseas corporate bodies (OCBs) and foreign
institutional investors (FIIs). However, in view of
the widespread resentment about the 4( per cent
ceiling among political parties, the Bill was referred
to he standing committee on finance. The
committee has since recommended that each
private company be allowed to enter only one of
the three areas of business-lift for foreign
stakeholders in these companies be reduced to 26
per cent from the proposed 40 per cent.
The committee has also recommended that the
minimum paid up share capital of the new
insurance companies be raised to Rs. 200 crore,
double the amount proposed by the Malhotra
Committee. Today, due to these developments, the
Indian Insurance market stands wide open and has
attracted a host of global players.

SHIFT OF
INSURANCE FROM
PUBLIC TO
PRIVATE SECTOR:
Malhotra
Committee
Reforms in the Insurance sector were taken up
in 1993 when Malhotra Committee, headed by
former Finance Secretary and RBI Governor R.N.
Malhotra, was formed to evaluate the Indian
insurance industry and recommend its future
direction. The Malhotra Committee was set up with
the objective of complementing the Teforms
initiated in the financial sector. The reforms were
aimed at "creating a more efficient and competitive
financial system suitable for the requirements of
the economy keeping in mind the structural
changes currently underway and recognizing that
insurance is an important part of the overall
.financial system where it was necessary to address
the need for similar reforms.

The Malhotra
Committee's
Report suggested:
-
a. Structure Government stake in the insurance
Companies to brought down to 50%.
b. Government should take over the
holdings of GIC and subsidiaries so that
these subsidiaries can act as independent
corporations.
c. All the insurance companies should be given
greater freedom
operate Competition Private Companies with a
minimum paid up capital
of Rs.l bn should be allowed to enter the
industry
d. No Company should deal in both Life and
General Insurance through single entity.
e. Foreign companies may be allowed to enter the
industry in collaboratic with the domestic
companies
i. An Insurance Regulatory body should be set up
j. Controller of Insurance (Currently a part from
 the Finance Ministry) should be made
independent
k. Investments: Mandatory Investments of LIC Life
Fund in government securities to be reduced
from 75% to 50%

IRDA:
The Malhotra committee felt the need to
provide greater autonomy to insurance companies
in order to improve their performance and enable
them to act as independent companies with
economic motives. For this purpose, it had
proposed setting up an independent regulatory
body. The Insurance Regulatory and Development
Authority Reforms in the Insurance sector were
initiated with the passage of the IRDA Bill in
Parliament in December 1999. The IRDA since its
incorporation as a statutory body in April 2000 has
fastidiously stuck to its schedule of framing
regulations and registering the private sector
insurance companies. The other decisions taken
simultaneously to provide the supporting systems
to the insurance sector and in particular the life
insurance companies was the launch of the IRDA's
online service for issue and renewal of licenses to
agents.
The approval of institutions for imparting
training to agents has ensured that the insurance
companies would have a trained workforce
insurance agents in place to sell their products,
which are expected I introduced by early next year.
Since being set up as an independent stat body the
IRDA has put in a framework of globally compatible
regulation the private sector 12 life insurance and 6
general insurance companies been registered.

Insurance Regulatory And Development Authority(IRDA)Act,

1999.

GOVERNMENT POLICY:
IRDA:

It's a statutory Autonomous board created to

perform the role c effective watchdog and regulator
for the insurance sector in India. It is v with the
power to make regulations consistent with the act
to carry out the purpose of the act.
• IRDA is constituted with one chairperson,5
whole time members a part-time members, all
with tenure of five years.
• There will be an advisory committee consisting
of 25 members to ac IRDA in its day-to-day
activities representing commerce, industry
agriculture, consumers, employee's etc.

Objectives: -
To provide for the establishment of an
authority to protect the interests of holders of
insurance policies, to regulate, promote and ensure
orderly growth i the insurance industry.
Important changes brought through IRDA
act:
1.Insurance business is opened up to private sector

thus ending the monopoly of LIC/GIC.

2.Participation of foreign companies in collaboration

with Indian Insurance companies is allowed;

subject to the condition that the foreign
Company's share capital shall not exceed 26%
of the paid-up capital c the Indian Insured.
3.Controller of insurance ceases to exist and all his

function are vested wit IRDA.

4.Appointment of chief agents and special agents is

revived.
5.The concept of insurance brokers is introduced.

Duties, powers and

functions of IRDA:
1.Issue certificate of registration, renew, modify,

withdraw, suspend c cancel such registration.

2.Protect the interest of policyholders in all matters

concerning the term and conditions of

contracts of insurance including settlement of
 insuranc claims, surrender value of policy etc.
3.Specify requisite qualifications, code of conduct

and practical training fo insurance

intermediaries and agents.
4.Promote efficiency in the conduct of insurance

business.
5.Promoting and regulating professional
organizations connected with insurance and
reinsurance business and specify percentage
of Premium income to be spent by insured for
this purpose.
6.Undertaking inspections and conducting audit of

insured, insurance intermediaries and other

organizations connected with insurance
business.
7.Specify the form and manner in which books of

accounts shall be maintained and statement of

accounts be rendered by Insured.
8.Regulate investment of funds by insured.

9.Adjudicate dispute between Insurers and

intermediaries or insurance intermediaries
advisory committee.
11. Specify the percentage of insurance business
to be undertaken by Insured in the rural and
social sector.

The Huge Potential

of the Indian
Insurance Market
is u for the Taking:
 The fifth largest insurance market in Asia.

 The third largest emerging market in the world

today.
 Insurance sector accounting for 3% of GDP and

we have a population more than one billion.

Global players have set their eyeballs on Indian
market. The Ini market is no doubt one of the
biggest markets in the world. According to experts
of the. industry, Indian Life Insurance Sector of
$7.7 bn will grow to bn by the end of 2007.Though
the sector has been opened for pri participation
just a year ago, it has already witnessed a severe
competi among the players. With the opening of
the insurance sector, there are prese around 12 life
insurance and 10 general insurance companies
operating in Ii with more players expected to come
in.
MAJOR PLAYERS:
Different
companies
existing in life
insurance sector:

BIRLA SUN LIFE:

Birla Sun Life Insurance Company was formed
on 31.01.2001 with the Registration number 109.
Birla Sun Life is joined venture between Aditya Birh
Group and Sun life Financials.
The CEO of Birla Sun Life is Mr. Nani Jhavari, said
about the company "We believe our adviser are our
Brand Ambassadors". The company has recorded
premium during the year Apr 2002 to Mar 2003 in
Rs. 170 crores number o policies issued 1, 45,000
policies.
Birla Sun Life has focused on unit-linked
Insurance instead of traditional insurance. The unit-
linked products where the premium is demarcated
between "insurance and investment come with
minimum guaranteed returns. The consumer was
given three investment options, which carry various
levels c risk.

HDFC Standard:
HDFC Standard life was formed on 23.10.2000
with Registration number 10 It is a joint venture
between HDFC and Standard Life. The CEO of HDF
Standard Life is Mr. Deepak Satwalekar said, "Insurance is
all about protection and then savings and
investment ".
The company has recorded the premium during
the year Apr 2002 to Mar 20( Rs. 13'2.7 crores and
number of policies issued 142857.
HDFC Standard Life gets the half of its
business from term assurance plans, where the
sum assured is large but premiums are low. The
difference between HDFC Standard Life and other
companies is it concentrated more in whole life and
term plans.

MAX NEWYORK
LIFE:
Max New York Life was formed on 15.11.2000
with Registration number 104.The CEO of Max New
York Life is Mr.Anuroop Singh says, "Whole life policies
offer the right balance between protection and
savings'1. Max New York Life has recorded of
premium in between Apr 2002 to Mar 2003 in
Rupees 76.8 crores and number of policies issued 1,
43,000. Max New York Life has more concentrated
in whole life and term plans.

SBI LIFE:
SBI Life was formed on 30.03.2001 with
Registration number 111.
The CEO of SBI Life Mr. R Krishna Murthy says "our
strategy is to weave life under back of bank
products as quick way to penetrate and avoid
adverse selection."

SBI Life is piggybacking on the parent bank to

sell its products it selling insurance products to
SBI's deposits holders at rupees 25 a month for one
lakh cover, and has tapped 3.5 lakhs account
holders so far, for villages rupees 10 per month for
rupees 25,000 cover. SBI Life has concentrated
more on offering built around banking products.

LIST OF INSURERS IN INDIA

 Life Insurance Corporation of India

 1CICI Prudential Life Insurance

 HDFC Standard Life Insurance

 Birla Sun Life Insurance

 OM Kotak Mahindra Life Insurance

 Allianz Baiai Life Insurance

 Max New York Life

 TATA AIG Insurance

 SBI Life Insurance

 ING Vysya Life Insurance

 Aviva Life Insurance

 AMP Sanmar

 MetLife India Insurance

 The performance of private Life Insurance
Companies in terms premium and number of
policies Issued.
Premium in crores Company Name No of Policies Issued
364.9 ICICI PRUDENTIAL 246827
170 BIRLA SUN LIFE 145000
132.7 HDFC STANDARD LIFE 142857
76.8 MAX NEW YORD 143000
72.8 SBI LIFE 18000
59.8 TATA AIG LIFE 91500
53.8 ALLIANZ BAJAJ LIFE 69656
34 OM KOTAK MAHINDRA 36836
17 ING VYSYA 25000
25 AVIVA LIFE 20000
8.25 AMP SANMAR 16000
(Source: IRDA website 2003)
T H E PR IVAT E LIFE IN S U R AN C E C O M PAN Y VALU E

1 2 3 4

5 6 7 8

9 10 11 12

1 ICICI 37.10%
2 Max New York Life 7.80%
3 HDFC Standard Life 13.50%
4 BSL 15.20%
5 Bajaj Allianz 5.50%
6 CM Kotak 3.10%
7 SBI Life 7.40%
8 ING Vysya 1.80%
9 Met Life 0.60%
10 AMP Sanmar 0.50%
11 Tata AIG 6.10%
12 Aviva Life 1.30%
Add-On Services:
All players are trying to give various add-on
services in an attempt to boost their brand image.
Some of these services can be listed down as:

E-service:
A number of companies like Tata AIG, ICICI
Prudential Life, Roya Sundaram Alliance & Birla Sun
Life have started call centers with toll-free
numbers. Through this, almost half of the people
out of the total number when have dialed end up
taking a policy. Tata AIG & ICICI Prudential also
have an arrangement with rediff.com by which one can
e-mail a request for a visit by agents. Players have
also been able to respond to changing customer
needs by developing innovative online life
insurance products, like new community offerings
to target customers such as worksite marketing,
affinity groups and SME portals.

Branding :
The companies have started branding their
products in order to sustain in an increased
competitive environment. Branding the products &
serviced have become important to fuel growth.
Max New York Life's brand aims to provide
comprehensive risk protection in a country where a
large population is either un-insured or under-
insured.

Innovative
Products :
New companies have introduced a wider range
of products along with more needs-based selling
techniques. Protection plans are being sold
abundance by some companies (for instance, they
represent over 90% of r business for Max New York
Life), and most companies are offering a choice
riders, covering benefits such as accidental death,
critical illness, waiver premium, total and
permanent disability, and guarantees insurability.
Several the new companies have launched unit-
linked products (for instance, Birla-5 Life's portfolio
has unit-linked products which incorporate various
guarantee ICICI-Prudential and Old Mutual Kotak
Mahindra have launched unit-linked and unitized
with profit products respectively.
Distribution:
Before liberalization, distribution was entirely
via agencies. T objective of many of the new
entrants is to implement multichannel strategies
including a significant bancassurance element,
selling of insurance produce through banks.
Downward pressure on core banking business is
forcing ban to increase non-interest income, and so
to seek fee generation from to provision of other
services such as credit cards, cash management
service distributors of insurance products, with
several seeking also to become holder of equity in
insurance joint ventures.
However, to succeed in future, players need to
integrate their multiple distribution channels. One
of the greatest challenges is to integrate customer
information collected from all channels, to provide
a single view o the customers across all the
channels. Moreover, integration of information
systems with external partners is also a significant
issue.
The Indian Insurance Industry is still at its
nascent stage. With i population of over a billion,
only a very small percentage of it is actually having
insurance cover. Undoubtedly there is a large
untapped market, which attracting a host of foreign
and private players. It has become extremely
important to take a favourable position by the
insurance companies to grab i significant market.

NON-LIFE (General insurance company's)

 National Insurance Co. Ltd
 New Indian Assurance Co. Ltd
 Oriental Insurance Co. Ltd
1.Incurred Rs 235.66 crore loss in 2001-02 against profit of Rs.74.18
crore in 2000-01.
2.Loss in motor third party portfolio stood at Rs 246.4 crore.
3.Pending cases in third party claims stood at 2.22 lakh.
 United India Insurance Co. Ltd
 Tata AIG General Insurance Co. Ltd
 Bajaj Allianz General Insurance Co. Ltd
 IFFCO Tokyo General Insurance Co. Ltd
 ICICI Lombard ^General Insurance Co. Ltd
 Reliance General Insurance Co. Ltd
 Royal Sundaram Alliance Insurance Co. LTD.
 CHAPTER-III
COMPANY PROFILE

INTRODUCTION:
ICICI PRUDENTIAL LIFE INSURANCE:

ICICI Prudential Life Insurance Company is a joint venture between

ICICI Bank, a premier financial powerhouse and Prudential plc, a leading
international financial services group headquarters in the United Kingdom
ICICI Prudential was amongst the first private sector insurance companies t
begin operations in December 2000 after receiving approval from Insurance
Regulatory Development Authority (IRDA).

ICICI Prudential's equity base stands at Rs. 6.75 billion with ICIC
Bank and Prudential pic holding 74% and 26% stake respectively. In the yea
ended March 31, 2004 , the company had issued over 430,000 policies , for j
total sum assured of over R. 8,000 crore and premium income in excess of Rs
980 crore. The company has a network of about 30,000 advisors ; as well as

11 banc assurance tie-ups . Today the company is the # 1 private life insurer
in the country.
Vision:
To make ICICI Prudential the dominant life and Pensions player built
on trust by world-class people and service.

This we hope to achieve by :

 Understanding the needs of customers and offering them superior
products and service.
 Leveraging technology to service customers quickly, efficiently and
conveniently.
 Developing and implementing superior risk management and
investment strategies to offer sustainable and stable returns to our
policy holders.
 Providing an enabling environment to foster growth and leaning for our
employees.
 And above all, building transparency in all our dealings
The success of the company will be founded in its unflinching
commitment to 5 crore values - Integrity , Customers First Boundryless ,
Ownership And Passion. Each of the values describe what the company stands
for , the qualities of our people and the way we work.
We do believe that we are on the there hold of an exciting new
opportunity, where we the sector. Given the quality of our parentage and the
commitment of our team, there are no limits to our growth.

PARTNERS:
ICICI and Prudential came together in 1993 to form Prudential ICICI
Asset Management Company, which has today emerged as one of the leading
mutual funds in India. The two companies bring together two of the strongest
financial service brands in Asia, known for their professionalism, excellent
quality of service and long term commitment to YOU. Riding on the success
of this relationship, the two companies joined hands once more in 2000, to
form ICICI Prudential Life Insurance, with a commitment to provide leading-
edge life insurance solutions. ICICI Bank has 74% stake in the company, and
Prudential plc has 26%.
ICICI Bank:
ICICI Bank (NYSETBN) is India's second largest bank with an asset
base of Rsl06812crore. ICICI Bank provides a broad spectrum of financial
services to individuals and companies. This includes mortgages, car and
personal loans, credit and debit cards, corporate and agricultural finance. The
Bank services a growing customer base of more than 7 million customer
accounts and 5 million bondholders accounts through a multi-channel access
network. This includes about 450 branches and extension counters, 1675
ATMs, call centre's and Internet banking, (www.icicibank.com ). ICICI Bank
posted a net profit of Rs.l .206crore for the year ended March 31. 2001. ICICI
international rating agency Moody"s and the only Indian company to be
awarded an investment grade international credit rating. The Bank enjoys the
highest AAA (or equivalent) rating from all leading Indian rating agencies.

PRUDENTIAL PLC:
Established in 1848, Prudential plc is a leading international financial
services company in the UK, with around US$250 billion funds under
management, and more than 16 million customers worldwide. Prudential has
brought to market an integrated range of financial services products that now
includes life assurance, pensions, mutual funds, banking, investment
management and general insurance. In Asia, Prudential is UK"s largest life
insurance company with a vast network of 22 life and mutual fund operations
in twelve countries - China, Hong Kong, India, Indonesia, Japan, Korea,
Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam. Since
1923, Prudential has championed customer-centric products and services,
supported by over 60,000 staff and agents across the region.

MANAGEMENT:
Board of Directors
The ICICI Prudential Life Insurance Company Limited Board
comprises reputed people from the finance industry both from India and
abroad. Mr. K.V. Kamath, Chairman Mr. Mark Norbom Mrs. Lalita D. Gupte
Mrs. Kalpana Morparia Mrs. Chanda Kochhar Mr. Kevin Holmgren Mr. M.P.
Modi Mr. R Narayanan
Ms.*Shikha Sharma, Managing Director Management Team Ms.
Shikha Sharma, Managing Director Mr. Sandeep Batra, Chief Financial
Officer & Company Secretary Mr. Shubhro J. Mitra, Chief - Human
Resources Mr. Puneet Nanda, Head - Investments Ms. Anita Pai, Chief -
Operations & Underwriting Mr. V. Rajagopalan, Appointed Actuary Mr.
Shridhar Sethuram, Chief - Sales & Marketing Mr. Anil Tikoo, Head -
Information Technology

FACT SHEET:
The Company:
ICICI Prudential life insurance company is a joint venture between
ICIC bank, a premier financial powerhouse and prudential plc, a leading
internal financial services group headquartered in the United Kingdom. ICICI
prudential was amongst the first private sector insurance companies to begin
operations ii December 2000 after receiving approval from insurance
regulator} development authority (IRDA).
ICICI Prudential's equity base stands at Rs.675 crore with ICICI bank
and prudential plc holding 74% and 26% stake respectively. In the year ended
March 31, 2004, the company had issued over 430,000 policies, for a total
sure assured of over Rs.8,000 crore and premium income in excess of Rs. 980
crore. Today the company is the #1 private life insurer in the country.

DISTRIBUTION:
ICICI Prudential has one of the largest distribution networks amongst
private life insurers in India, having commenced operations in 54 cites and
town in India. These are: Agra, Ahmedabad, Ajmer, Allahabad, Amritsar,
Aurangabad, Balgalore, Bhatinda, Bhopal, Bhubaneswar, Chandigarh,
Chennai, Coimbatore, Dehradun, Goa, Gutur, Gurgaon, Hyderabad, Hubli,
Indore, Jaipur, Jalndhar, Jamnagar, Jamshedpur, Jodhpur, Kanpur, Karnal,
Kochi, Kolkata, Kota, Kottayam,- Lucknow, Ludhiana, Madurai, Mangalore,
Meerut, Mumbai, Nagpur, Nasik, Noida, New Delhi, Patials, Pune, Rajkot,
Ranchi. Sujat, Thane, Thrissur, Trichy, Trivandrum, Vadodara, Vashi,
Vijayawada an Visakhapatnam.
The company has twelve bancassurance tie-ups, having agreements wit
ICICI bank. Allahabad Bank, Federal bank, south Indian bank, bank of Indk
Lord Krishna Bank, and Punjab & Maharastra Co-operative Bank, Goa Stat
co-operating Bank, Indoor Paraspar Sahakari Bank, Manipal State Co-operativ
Bank, Sahrma Rao Vithal Co-operative bank and Jalgaon people's Co-operativ
bank, as well as some corporate agents it has also tied up with organization
like Dhan for distribution of Salaam Zindagi, a policy for the socially an
economically under privileged section of society.
ICICI Prudential has recruited and trained over 30,000 insurance
advisor to interface with and advice customers. Further, it leverages its state-

of-art Y infrastructure to provide superior quality of service to customers.

PRODUCTS:
 ICICI Pru life guard
 ICICI Pru Save'n'protect
 ICICI Pru Cash Bak
 ICICI Pru forever Life
 ICICI Pru Life Time pension
 ICICI Pru Re Assure
 ICICI Pru Cash plus
 ICICI Pru Life Link
 ICICI Pru Smart Kid
 ICICI Life Insurance
 ICICI Pru Secure plus
 ICICI Pru Life Time
 ICICI Pru Assurelnvest

Insurance Solutions for Individuals

ICICI Prudential Life Insurance offers a range of innovative, customer-

centric products that meet the needs of customers at every life stage. Its 17
products can be enhanced with up to 6 riders, to create a customized solutior
for each policyholder.

Savings Solutions:

Secure Plus is a transparent and feature-packed savings plan that offers

1 levels of protection.Cash Plus is a transparent, feature-packed savings plan
that offers levels of protection as well as liquidity options.
Save n Protect is a traditional endowment savings plan that offers life
protection along with adequate returns.
Cash Bank is an anticipated endowment policy ideal for meeting miles
expenses like a child’s marriage, expenses for a child’s higher education
purchase of an asset. Protection Solutions:-Life Guard is a protection plan,
which offers life cove very low cost. It is available in 3 options - level term
assurance, level I assurance with return of premium and single premium.

Child Solutions
Smart Kid child plans provide guaranteed educational benefits to a
child along with life insurance cover for the parent who purchases the policy.
The policy is designed to provide money at important milestones in the child"s
life. SmartKid child plans are also available with in unit-linked form - both
single premium and regular premium.
Market-linked Solutions:

Life Link is a single premium Market Linked Insurance Plan which

combines life insurance cover with the opportunity to stay invested in the
stock market.
Life Time offers customers the flexibility and control to customize the
policy to meet the changing needs at different life stages. It offers 3
investment options - Growth Plan, Income Plan and Balanced Plan

Retirement Solutions
 Forever Life is a retirement product targeted at individuals in tto
thirties. Secure Plus Pension is a flexible pension plan that allows one to
select between 3 levels of cover.

Market-linked retirement products:

Life Time Pension is a regular premium market-linked pension plan

Life Link Pension is a single premium market-linked pension plan. ICICI
Prudential also launched "Salaam Zindagi", a social sector group insurance
policy targeted at the economically underprivileged sections of the society.

Group Insurance Solutions :

ICICI Prudential also offers Group Insurance Solutions for company

seeking to enhance-benefits to their employees.

Group Gratuity Plan:

ICICI Prudential group gratuity plan helps employers fund their

statutory gratuity obligation in a scientific manner. The plan can also be
customized to structure schemes that can provide benefits beyond the
statutory obligations.
Group Superannuation Plan:

ICICI Pru offers a flexible defined contribution superannuation such to

provide a retirement kitty for each member of the group. Employees have
option of choosing from various annuity options or opting for a partial
commutation of the annuity at the time of retirement.
Group Term Plan:
ICICI Pru"s flexible group term solution helps provide affordable co to
members of a group. The cover could be uniform or based designation/rank
or a multiple of salary. The benefit under the policy is paid the beneficiary
nominated by the member on his/her death.

Flexible Rider Options:-

ICICI Pru Life offers flexible riders, which can be added to the basic
policy at a marginal cost, depending on the specific needs of the customer.
1.Accident & disability benefit: If death occurs as the result of an accident
during the term of the policy, the beneficiary receives an additional
amount equal to the sum assured under the policy. If the death occurs
while traveling in an authorized mass transport vehicle, the beneficiary
will be entitled twice the sum assured as additional benefit.
2.Accident benefit: This rider option pays the sum assured under the rider i

death due to accident.

ICICI Pru tops Premium Income Chart :

Business Standard : April 15, 2004.

Mumbai : ICICI Prudential Life Insurance Company has topped the
premium income chart among private insurance players for her third year in a
row. It logged a premium income of Rs. 989 crore in the financial year 2003-
2004.
This reflects a 135 per cent growth over last year's (2002-03) income of Rs.
420 crore. New business income rose by 106 per cent to Rs. 751 crore and
despite a 15 percent lapse rate in policy renewals, to company's renewal
premium increased by 325 per cent to Rs. 238 crore.
At present ICICI Prudential Life has around a 40 per cent share among
the private insurance industry in retail sales. The total sum assured since its
inception has risen to Rs. 16,000 crore with Rs. 8, 173 crore added in is 2004.

ICICI Prudential Life Chief Executive Officer and managing direct

Shikha Sharma said that over 80 per cent of the 4.36 lakh policies sold wt unit
- linked plans, with pension plans accounting for just 28 per cent of no
businesses.

'We intend to come out with more pension and annuity products in if
current fiscal (2004-05) as we find this as an undeveloped market, sa:
Sharma.

Not enough products exist in the market today as the industry continue
to await tax reforms. Today policy holders can get total tax exemption up to
Rs 10,000 under Section 10 CCC of the Income Tax act.
As such , without tax reforms it is not conducive for customers to
invesl more under pension plans, . On the group side, ICIC Prudential has not
been as active as it has been a late entrant .
'We started targeting group insurance this year (2003-04) and have
been able to tap around 100 clients. The premium has been minuscule as the
sales cycle is long and varies between six-nine months to close a transaction ,
' said Sharma.
Moreover, with the rate war rampant in group term, ICICI Prudential
has been choosy on the business it under writes.
'Group term is a commodity , and as business is purely rate driven ,
this is not our focus area, ' she added.

ICICI Prudential Life hikes capital to Rs. 675 Cr. :

The Economic Times : March 17, 2004
ICICI Prudential Life has hiked its capital by Rs. 675 crore in view of
booming business.
 Hiking the capital for the ninth time since its inception in December
2000, the 74:26 joint venture between ICICI Bank and Prudential Plc said the
additional capital would be used for meeting capital adequacy norms
stipulated by the Insurance Regulatory and Development Authority.
In the life insurance business, expenses were incurred up from while
the revenue (in the form of premium) stream was staggered, and this
necessitated a life insurance to regularly infuse capital during the first 5-7 yrs
in order to support the growth of business.
With an authorized capital of Rs. 1,200 crore, the second generation
life insurer's premium mop up had crossed crossed Rs. 1,000 crore in
December 2003.
The Insurance company, which expanded to 54 locations across the
country, so far sold over 5.50 lakh policies for a sum assured of over Rs.
13,000 crore.
Prudential Seeks to replicate ICICI Pru success :
The economic times: March 13, 2004:
Mumbai: Prudential UK’s largest insurer is looking at replicating ICICI
Prudential innovations in other parts of Asia. The parent company is
impressed with the speed in which the Indian venture has been able to launch
new products and build up a professional agency force.
Speaking to ET Dan Bardin, Managing Director, South Asia and
Greater China, Prudential Asia said, “Shikha (Sharma, MD ICICI Prudential
Life) and her team have been able to manage growth and expenses. Her team
has exceeded our expectations.
He added that ICICI Pru was similar to companies that are mature and
is looked up by its peers in the group for its multi channel distribution and for
building up a large professional agency. ICICI Pro’s agency sales force of
over 26,000 agents are one fourth of the Prudential Corporation’s network of
1.12 agents in Asia.
Mr. Bardin said that Prudential expected its group companies to
breakeven between seven and twelve years of operations, depending on local
operations. Prudential Corporation Asia is expected to become a net
contributor to the Group's capital position in 2006 as more of its business
become net generators of cash after funding their own development.
Winner : ICICI Prudential :
In the short span since the insurance sector was opened up, ICICI
Prudential Life Insurance has literally dictated the market's evolution.
Catering to all age and income segments , the company started out with the
traditional insurance policies that were easy to understand . The idea was to
entice customers used to LIC's style of functioning.
Soon , ICICI Prudential began exploring new areas. It introduced
modern products, like the market - linked product where returns are linked to
the market performance of the underlying assets.
ICICI Prudential leads in virtually all parameters: size of agent force,
number of policies sold, total sum assured, premium income and productivity
of agents. It has set exacting standards for its range of products, riders offered
, quality of information in promotional material and even in the insurance
awareness events organized.
What has been in favour of ICICI Prudential is its range of products in
each segment of life insurance - traditional, unit-linked and single - premium
options, be they for retirement plans or child plans. With such as
comprehensive bouquet, it caters to all financial goals of a customer.
ICICI Prudential also has a strong sales network and tie-up with banks
to offer banc assurance products. Its supplementary marketing channels
contribute close to 30 per cent of its premium income. The company is now
reaching out to new and untapped markets. ICICI Prudential works closely
with NGO's and micro - finance institutions to spared awareness about the
concept of insurance in rural areas. This helps meet the social obligations
mandated by IRDA. but the company has gone a step ahead by actively
involving the villagers and working closely with them.
The gap between ICICI Prudential and the second - in - line private
insurer is vast. In fact, this hiatus has led some analysts to wonder if the
company isn't trifle too aggressive. But others say this has more to do with the
company's customer centric focus, its pan India presence and superior risk
management and investment strategies. ICICI Prudential is not however,
resting on its laurels. The company will continue to innovate and set the
standards.
ICICI Prudential has 40% private life insurance market:
The Economic Times: March 1, 2004:
Mumbai: ICICI Prudential Life Insurance has increased its market
share among private life insurers to nearly 40% from 33% as a end December.
The company's first year premium income in the April - January period stood
at Rs. 464.6 crores. Accounting for 39.3% of the Rs. 1,3645 crore premium
booked by all private life insurers together.
Considering the entire life market, including the s. 9780 crore booked
by 4.17%. The life insurance market continuous to be dominated by LIC
which has about 87.8% share. This is only a marginal dip from its 88.2%
share in end-December. These comaparisons are only for first year or new
business premium were to be take into account, LIC's share would increase
further to over 96%.
According to business figures br6ught out by the Insurance Regularity
and Development Authority (IRDA), the first - year premium mobilised by
ICICI Prudential Life Insurance in the first ten months of 2003-04 amounted
to Rs. 464.4. This is more than twice the premium income generated by its 7
closest rival Birla Sun Life which raised Rs. 195 crore during the same
period.
HDFC Standard Life and Tata AIG have retained their third and fourth
positions. Interestingly, there are three companies that are neck and - neck in
the battle to be among the top five with a mare share of close to 7% - Allianz
Bajaj, Max New York Life and SBI Life Insurance.
In the group insurance market, LIC's share in the country is around
93%. Among the private companies, SBI Life, Birla Sun Life and HDFC
Standard Life Dominate the group insurance segment. SBI Life, with its group
policies fro mortgage loan protection and depositor insurance, has close to
45.8% of the group market among private companies. Birala sun life has a
23.4% share, followed by HDFC "Standard Life which has a 18.4% share.
Except these companies, other players have a negligible presence in the group
market.
But, with over a month to go for the close of financial year, the
rankings could still change dramatically. More so, because insurnce
companies, particularly LIC, go into an overdrive in mobilising new business.
FAQs :
How do I make a maturity claim ? You must send us the
 Completed claim form
 Policy of Life Assurance
 Proof of age , if not submitted earlier To whom is my death claim
amount aid ? The death claim is paid to :
 The nominee, as declared by you in the proposal form
 The legal heirs, in case you have not specified the nominee.
 The appointee named by you, in case where the nominee is a minor at
the time of claim.
How does the nominee / legal heir make a death claim ? The claimant
(Nominee / Legal / Heirs ) must send us :
 An intimation of the death of the life assured
 Death certificate
 Completed claim forms and other forms as required by the company
 Policy of life insurance
 Identification that the person is entitled to receive the payment

What additional requirements are there for an accident claim ?

Additional to the requirements for a death claim, the claimant should
submit all the reports (police, hospital etc) pertaining to the accident as
required by the company.
You must send us within 6 months of the disability date .
 Written notification of your disability arising out of the accident .
Proof of your disability
You will have to undergo one or more medical examinations conducted
by medical practitioner/s appointed by us, if required.

What condition apply to a policy loan?

Loan is given if you have an ICICI Pru Save*'n' Protect Policy.

 If your policy has a surrender value, you can apply for a policy
loan upto 80% of the surrender value. This loan will carry an
 interest rate as decided by the company from time to time. The
interest will be charged starting from the date of the loan. You
can repay the interest and the loan at any time.
 If the total outstanding amount owed to us under you policy
exceeds the surrender value, your policy terminated immediately.
The outstanding loan and interest will be deducted from the claim amount at
the time of settlement

How do I surrender my policy?

Premia are paid for at least three consecutive years, the Policy acquires
a Surrender Value. The Policy, which has acquired a surrender value, can be
surrendered for payment in cash. Once the Policy is surrendered the contract
is terminated. In the case of ICICI Pru single premium Bond the policy can be
surrendered after the first year.

How do I revive my policy that has lapsed ?

Your policy has lapsed on account of non-payment of premium within
the specified due date, you can re-apply reinstate it, if:
You apply within 5 years from the date of the first unpaid premium and before
the maturity date.

You pay all the required premiums and interest

You give us satisfactory evidence of health at your own expense.

The reinstatement will take effect only if we accept you application. We will
notify our acceptance to you.

What is nomination of the policy ?

Section 39 of the Indian Insurance Act 1938 provides for nomination
of a person who would receive the benefit of the claim on the death of the life
assured. Nomination establishes a clear title to the policy. This prevents
dispute and also prevents delay in settlement of a death claim. In the case
where nominations has not been given at the time of proposal, nomination can
be made at any time during the term of the policy. Nomination can also be
changed at any time during the tenure of the policy by intimating us ICICI
Prudential .

Can I change my nomination ?

Yes. You can change your nomination at any time till the maturity
date. All you need to do is to inform us about the change through a specified
form.

How do I notify my change in address?

You can call our customers service center or notify us through a letter about
the change of address. We shall confirm the change to you.

What if I forget to make payment?

We offer you a grace period for non-payment on due date. This grace
period in 30 days from the due date in case premium payments are made on
quarterly, half-yearly or yearly basis. It is 15 days from the due date from the
due date for monthly payments. During this period the policy remains in will
force and no interest is charged. If you fail to pay a premium even during the
grace period, you policy automatically :
Lapses if there is no surrender value
Convert to a paid up policy if there is enough surrender value.

What if I lost my policy ?

You can apply for a duplicate policy document. To get this document ,
you will have to send us a letter stating the circumstances under which the
policy was lost.

Can I assign a policy

The policy can be assigned . To assign the policy you have to notify us
regarding the assignment.
CHAPTER – IV
THEORETICAL
FRAME WORK
 Customer Perception :

The customer in marketing basically deals with two types of function,

which are, one the PSYCHOLOGICAL oriented and the other is
PHYSIOLOGICAL oriented.

1) Psychological oriented function:

It is concerned with search for and stimulation of consumer demand

that is those aspects which deal with wholesaling, retailing and other
facilitating function.

2)Physiological oriented function:

It is concerned with the physical products flow that is the supply of

products. These activities represents planned movement of products from the
Retailer's to the final consumer in the most efficient manner.

What is perception:

Perception is the process of selecting, organizing and interpreting or

attaching meaning to events happening in the environment.

External and Internal Factors influencing attention: External factors:

1) Intensity & size The big advertisements in news papers ar

magazines
2)position Placement of products
3)Contrast Variation of products
4)Novelty Which is the new innovation idea
5)Repetition To create a strong desire for interest in
purchase of the product
6) Movement Billboards & hoardings

Internal factors:
Differentation factor in marketing mix: A few examples in the Indian context are

Product differentiation
Nirma Price
Titan Place
Dhara&Frooti Packing (Tetra Packs)
Onida & magi Creative Advertisement

1. Selective attention: Inner needs of an individuals; and collects

information

2.Selective exposure: People try to avoid any message that may go

against which are strongly held belief

3. Selective retention: The information received by people will fit into

the existing mind set.

4. Perceptual vigilance or defence: It refers to individual being vigilant and

screening out of those elements which create conflict or may rise threatening
situation.
Subliminal
DifferentialPerception
Threshold
Absolute Threshold
Sensation

Elements of Perception:

Sensation:

It is the immediate and direct response of the sensory organs to simple

Stimuli (an advertisement, a package, a brand name). Human sensitivity refers
to the experience of sensation. Sensitivity stimuli varies with the quality of an
individual's sensory receptors (e.g., eye sight or hearing ) and the which he
she is exposed .

Absolute Threshold:

The largest level at which an individual can experience a sensation is

Called the Absolute threshold. The point at which a person can detect a
difference between "some thing" and "nothing" is that person's absolute
threshold for that stimulus. In the field of perception, the term adaptation
refers specifically to "getting used to" certain sensations, becoming
accommodated to a certain level of stimulation.

Differential Threshold:

The minimal difference that can be detected between two similar

stimuli is called the Differential Threshold or the Just Noticeable Difference.
The just noticeable difference between two stimuli was not an absolute
amount relative to the intensity of the first stimulus. The greater the
additional intensity needed for the second stimulus to be perceived as
different.
 An additional level of stimulus equivalent to the just noticeable
difference must be a difference between the resulting stimulus and the initial
stimulus.

Subliminal Perception

It falls under the below the level of perception 3 forms of subliminal

perception:
1)a visual stimuli is presented in brief
2)speech given fast in low volume auditory messages
3)print ads or product labels.
ì °ól360|cgrid

CHAPTER – V
ANALYSIS AND INFERENCE
 Table : 1

20-30 36 36%
30-40 50 50%
40-50 14 14%
Total 100 100%

14%

36%
20-30
30-40
40-50

50%

Inference:

The above table shows that According to the customers opinions regarding
the ages are between and distinguished as 20-30, 30-40 and 40-50. 36% of the
customers having 20-30 ages, 50% of the customers having 30-40 aged, 14% of the
customers having 40-50 ages.
Table : 2

< 1 lakh 22 22%

1-1.5 50 50%
1.5-5 16 16%
> 5 lakhs 12 12%

Gross Income per Annam of the

Customers

12%
22%

16% < 1 lakh

1-1.5
1.5-5
> 5 lakhs

50%

Inference:
The above table shows that the gross income per annum of the customers, the
gross income per annum have been categorized into < 1 lakh, 1-1.5, 1.5-5, > 5 lakhs,
22% of the customers are earning < 1 lakh , 50% of the customers are earning 1-1.5,
16% of the customers are earning 1.5-5, 12% of the customers are earning > 5lakhs.
Table : 3

Good 32 32%
Average 60 60%
Bad 0 0%
No Idea 8 8%

FIRST IMPRESSION ON INSURANCE

8%
0%
32%
Good
Average
Bad
No Idea

60%

Inference:

The above table shows that there has been a varied range of customer
perceptions towards ICICI Prudential life insurance products, 32% of the customers
had good view, 60% say that it is an average and 8% of the customers are not aware
about the products.
Table : 4

Yes 36 36%
No 44 44%
Not Interested 20 20%

LIFE ASSURED

20%

36%
Yes
No
Not Interested

44%

Inference:
The above table explains regarding the interest of the customers to know about
life insurance. 36% of the customers have shown an interest to understand the various
contents of life insurance, 44% of the customers were totally disinterested and
remaining did not want to give their opinion.
Table – 5

Yes 10 10%
No 60 60%
Not Interested 30 30%

NUMBER OF PROSPECTS

10%

30%

Yes
No
Not Interested

60%

Inference:
The above table explains regarding the interest of the customers to know about
life insurance. 10% of the customers have shown an interest to understand the various
contents of life insurance, 60% of the customers were totally disinterested and
remaining did not respond to this point.
Table – 7

High 50 50%
Moderate 30 30%
Low 20 20%
No Idea 0 0%

PREMIUM COLLECTED

0%
20%

High
Moderate
50%
Low
No Idea
30%

Inference:
The above table shows that according to the customers opinions
regarding the premium collected by the private insurance companies have been
distinguished as high, moderate and low. 50% of the customer’s opted high, 30% of
them have chosen moderate and 20% have declared it to be low.
Table – 8

10% 30 30%
20% 35 35%
Above 30% 20 20%
No Idea 15 15%

RETURNS EXPECTED

15%

30%
10%
20%
20%
Above 30%
No Idea

35%

Inference:
The above table shows that the general perception of the customers, the
returns have been categorized into 10%, 20% and above 30%. 30% of the customers
had a opinion that there should be 10% of returns, 35% of the customers opted 20% of
returns and 20% of the customers had an opinion that the expected returns should be
above 30%. 15% of the customers do not have any opinion regarding the returns.
Table – 12

Excellent 20 20%
Satisfactory 60 60%
Poor 10 10%
Don’t Know 10 10%

PERCEIVE CUSTOMER SERVICES PROVIDED

BY ICICI PREDENTIAL LIFE INSURANCE

10%
20%
10%
Excellent
Satisfactory
Poor
Don’t Know

60%

Inference:
The above table shows that there has been a varied range of perceive customer
services provided by ICICI Prudential, 20% of the customer having Excellent view,
60% are having satisfactory, 10% of customer are having poor and don’t know about
the services provided by ICICI Prudential.
Table – 13

Good 34 34%
Average 42 42%
Bad 24 24%

BELIEF IN PRIVATE LIFE INSURANCE

24%
34%
Good
Average
Bad

42%

Inference:
The above table shows that there has been a varied range of belief in private
life insurance and their various insurance products. 34% of the customers had good
view, 42% say that it is an average and 24% of the customer are have bad view about
the products.
 CHAPTER – VI
FINDINGS & SUGGESTIONS,
SUMMARY & ANNEXURE,
BIBLIOGRAPHY & GLOSARY
 SUMMARY

The current section of the report deals with the essence of the entire
report. The report is on the existence of the insurance sector in the Indian
history and the various reasons, why the insurance plays a vital role in today's
life of the human beings. Before entering into the insurance let us discuss on
the term "life". Life is the most important and unknown to human race. No
Individual can have an idea of what is the life span. But certainly every
individual has the curiosity to know how much but unfortunately it is destined
before hand "What may happen tomorrow no one can judge". But to avoid
something that is unforeseen one must be insured first. Every human being
wants to lead a happy and peaceful life for what security is the most
important.

Security can be provided through insurance. Security and constant

search for security have been an unending endeavor of human race since the
beginning of the civilization. From the Rock man to Iron age man, from the
Medieval Conservative to today Longhair and Techies, this search has brought
out innovative ideas. Without security the word insurance might not have
been aroused. Hence security and insurance go hand-in-hand with each other.

Insurance and the various need for insurance and the reasons for , finer
aspects of life all can be clearly understood in the forthcoming aspects of the
project. The objectives of what to be done and the limitations for the study are
the most important in the report, which are the pillars of the report. The report
also consists of various policies of the insurance and their uses. The major
leader in the insurance sector being the "Life Insurance Corporation" plays
the most vital role in the insurance scenario. The LIC has achieved the major
monopoly till the private insurers have come into the existence. Achieving the
targets and ranking as number one in the Insurance frame, LIC admits itself as
the leading insurance company.

Today every individual is in a position to get insured some way or the

other But they are specific about the private life insurance companies whether
to invest in those or not. Thanks to the invent of new frame work of the
insurances companies coming into the scenario as people will have a great
knowledge in these fields also and an understanding of the insurance motto.
 ANNEXURE

Name: Occupation:

Address:

Phone/mobile: e-mail:

Dear Sir,
The following are the set of questions designed to understand your
respectable view points on the Insurance sector in particularly understanding
the roles of private players in the changing times. There is no right or wrong
answers, therefore kindly give your opinion on the same.

1. You are between the age of —

a) 20-30 years b) 30-40 yearsc) 40-50 Years

2. your gross income per annum is —

a) less than 1 lakh b) 1 -1.5 lakh c) 1.5-5 lakh

3. What is your first impression, when you hear about Life Insurance?
a) Good b) Average c) Bad d) No Idea

4. Is your life insured?

a) YES b) NO

5. Suppose I were to tell you to sit with me for a few minutes and discus
life insurance would you be interested?
a) YES b) NO

6. Please read this article... and now let me know whether you would be
interested in discussing insurance with me?
a) YES b) NO
7. What do you think about the premiums collected by private life insurance
firms?
a) high b) Moderate c) Low

8. Generally how much do-you expect investment returns when you invest in
private life insurance policies?
a) 10% b) 20% c) More than 30%
9.In your opinion, how do you perceive your ideal Life Insurance policy to
be?
a) Purely as Tax Saver b) Risk point of view
c) Investment oriented d) All the above

10. Are you aware of ICICI Prudential Life Insurance?

a) Highly aware b) Moderately aware
c) Somewhat aware

11.Please indicate the medium through which you are aware?

a) Television commercial b) press advertising
c) Internet d) others (specify)

12. How do you perceive customer services provided by ICICI

Prudential life insurance?
a) Excellent b) satisfactory
c) Poor d) don't know
13. Your belief in private life insurance and their various products?
a) Good b) Average c) Bad
14. Coming to todays business market are you ready to invest for
savings.
a) Yes b) No c) No Idea

Thanking you for your valuable time and input.

INSURANCE/ INVESTMENTS AND TAX PLANNING

What is insurance? As a layman understands insurance today, it's a tool

used to secure or protect a person's family's financial needs in case of an
unfortunate event like death were to happen to the life assured. But, it's not all
- there is much more to insurance. It's a powerful Financial product, which
can be used as: -

1)a good returns yielding investment

2)a security for life assureds dependents
3)a savings tool
4)a tax savings tool

In this context, we would like to present to you ICICI Prudential life

insurance co. ltd's insurance solutions. An insurance plan helps you answer
the problems faced by a human life (referred to as the 4D's of insurance) i.e.
1 .Death
2.Disease
3.Disability
4.Destitution
Insurance plans can be broadly be classified as:
a ) Pure risk plans (only for security or life cover, and
i. hence are the cheapest)
b)Endowment plans (protection and savings, which gives you a huge sum
called a maturity benefit at the end of the term)
c)Unit linked plans (protection and a great returns yielding investment)
d) Pension plans\ retirement solutions (to take care of your old age and give
you a pension for life)

We have solutions to answer the customized needs of all our

customers. Just take some time and meet our financial services consultant to
further help you plan your finances.
 BIBLIOGRAPHY

References

Web sites: -

www.iciciprulife.com
www.licindia.com
www.hdfcstandardlife.com
www.birlasunlife.com
www.icfaipress.org

Journal:

"Insurance chronicle"

GVP COLLEGE FOR PG COURSES,

Visakhapatnam COLLEGE JOURNAL
 Glossary

Life assured : The person whose life is financially covered by the insurance
company.
Nominee : The person who gets the guaranteed financial amount on the event
of death of the person whose life is covered.
Premium : The annual contribution made by the life assured or by another
person towards a policy in order to cover the death risk (calculated based on
term, age and mortality charges)
Term : The period during which the life assured' life is covered.
Mortality charges : A chart suggesting the number of lives under the threat of
death, in a given age group (based on a study of a sample by the life insurance
company)
Sum assured : The guaranteed sum payable to the nominee of the life assured
in the event of death of the latter.
Actuary : is a person who makes a study of population, mortality and
morbidity to decide on the premium to be collected and also plays the prime
role in designing insurance products.
Underwriter : is a person who assesses the risk on covering a life. He decides
whether the proposal has to be accepted or not. and if yes, in what conditions
(medical/non-medical) and at what rates (standard/extra)
Standard life: the actuary defines the risk associated on a normal life at a
particular age, that is with a few expectations, like weight, height etc. i f the
proposal matches these expectations, then it is to be considered a normal life
and proposal accepted at normal rates.
Non-standard life: if a human life is non-standard, that is if weight of a
person according to a person's age and height exceeds normal definition of the
actuary, the proposal is called non-standard and may be accepted at a higher
premium (extra).
GLOSSARY:

Accidental Death Insurance :

Insurance that provides coverage in the event of death due to

accidental injuries, but not illness. In the event of death, payment is made to
the insured's beneficiary. If bodily injury occurs (e.g., the loss of a limb), the
insured receives a sum specified by the contract.

Annuity :

A policy under which an insurance company promises to make a series

of periodic payments to a named individual in exchange for a premium or a
series of premiums called the purchase price.

Assignment :

A life insurance policy is regarded under the law as a form of personal

property. Its owner can retain the policy, transfer it to someone else, mortgage
or charge it or use it as the basis of a trust. Assignments are actions taken
which affect ownership of the policy. There are several types of assignments.
A legal assignment must be followed by a notice to the insurance company.
To protect the person who is assigned a life insurance policy, a notice of
assignment must be given to the insurance company. Once notice is given, the
person to whom the policy has been assigned to has precedence over all other
interests except for four cases:
•Trustees in bankruptcy
•Voluntary assignments between assignor and assignee
Evidence of willful blindness on the part of the assignee
Mortgage for unlimited amounts.

Assignee :

The party to whom an assignment (a transfer of property or rights to

property) has been granted.

Beneficiary :

An individual designated in a will to receive an inheritance, or the

individual designated to receive the proceeds of an'insurance policy,
retirement account, trust, or other asset. In an insurance policy the person who
is nominated is normally the beneficiary.

Cash Surrender Value :

The amount that is available to the owner if a life insurance policy is

surrendered any time before the maturity date. The amount represents the cash
value minus surrender charges and any outstanding loans due upon
cancellation of the policy.

Claim :

Written request by an insured for the insurance company to cover an

incurred loss, usually submitted on the company's standard form.

Collateral :

A temporary assignment of the monetary value of a life insurance

policy as security for a loan. In the event of default, the creditor would
receive proceeds or values only to the extent of his interest.

Critical Illness Rider:

A rider added to a life insurance policy to protect the insured against

financial loss in the event of a terminal illness. A critical illness rider makes
living benefits payable to the insured for medical expenses prior to death.
Accelerated (or living) benefits paid reduce the death benefit payable to the
beneficiary (i.e) upon death.

Date of commencement :

The date on whichever begins, following acceptance of the risk by the

insurer.
Dating Back :

For non investment linked policies, the commencement date of the

policy can be backdated within the same financial year. This enables the life
assured to take advantage of the lower premium applicable to a younger age
£fs the premiums is calculated with reference to the date of commencement.
The insurance cover will however begin only from the date of acceptance. The
extra premium on account of dating back has to be paid upfront.

Death Benefit :

The amount payable, as stated in a life insurance policy, to the

designated beneficiary(ies) upon the death of the insured. The amount paid is
the face value, plus any riders that are applicable, less any outstanding loans.

Deferred Annuity :

An annuity contract under which periodic benefits are scheduled to

begin at some designated future date after the date on which the annuity was
purchased.

Endowment:

Endowment insurance pays the sum assured upon the death of the life
insured during the policy term or on survival to the end of the policy term.

Extended Term Insurance:

A provision in some policies which provides the option of continuing

the insurance for a particular insured amount as per the policy condition as
term insurance.

Grace Period :

This provision offers the policy holder additional period of time after
the due date, during which the premium can be paid. The policy continues tc
remain in force during this grace period and the premium continues to be
payable.

Immediate annuity :

An annuity that begins to make income payments immediately (or soon

after) after the first premium is paid, as opposed to a deferred annuity.
Insurance:
Insurance is a policy a person buys and upon that person's death, the
family will be able to get a certain sum of money.

Lapse:
Termination of a life insurance contract because of non-payment of
premiums. If there are nonforfeiture values, the policy lapses but may remain
effective reduced paid-up insurance.

Life Annuity :

An annuity that makes regular (e.g., monthly, quarterly, etc.) income

payments for the life of a person (the annuitant). The annuitant cannot outlive
the payments. Upon his/her death, however, all income payments cease and
there are no beneficiary benefits.

Life Assured :

A person whose life is covered under a life insurance policy.

Life Expectancy: •
The number of years a person is expected to live as determined by
actuaries using mortality (actuarial) tables This information is used to
calculate annuity payments, life insurance premiums, and annual minimum
distributions from IRAs.

Life Expectancy Tables:

Mortality tables that are used to calculate life expectancy figures.

Maturity Date :
The date on which an endowment insurance policy's face amount will
be paid to the policy-owner if the life insured is still living.
Non-forfeiture Benefit :
Benefit which prevents a life insurance policy that has built up a cash
value from lapsing due to non-payment of premiums by the policy-owner.

Non-participating policy :
Non-participating policy is also known as a without-profit or non-par
policy. The policy owner does not share in any divisible surplus made by the
life insurance company. No bonus is paid on this policy.

Participating Policy :

A participating policy is also known as a with-profits or par policy. A

participating policy charges a higher premium than a non-participating policy.
In return, the policy owner shares in the life insurance company's divisible
surplus, in the form of bonus allotted to the policy. The bonus is allotted in
addition to the guaranteed sum assured. This bonus is paid along with the
basic sum assured.

Policy Bonuses :

In participating policies the company gives the policyholders a share in

the profits of the company in the form of bonuses. Generally, there are two
types of bonuses for insurance policies. Reversionary bonus is a guaranteed
addition to your injured amount and is paid when the policy matures (i.e.
when the sum assured becomes payable) or when the life assured dies. Cash
Bonuses are paid out at periodical intervals.

Policy Loan:

Some of the non-investment-linked whole life and endowment plans

have a loan option. It allows the policyholders to take a loan up to 90% of the
surrender value of the policy without the need of a guarantor or security.
Interest is charged on the loan amount and compounded on a half yearly basis.

Policy Term:

The period of coverage„provided by an insurance policy.

Premium :
 A specified amount of money that the insurer receives in exchange for
its promise to provide the policy proceeds when a specific loss occurs.

Reinstatement / Revival:

The process by which an insurer puts back into force a life insurance
policy that has been terminated for non-payment of premiums or a life
insurance policy that has been continued as an extended term or reduced paid-
up insurance.

Renewal Premiums :

Premiums that are payable after the initial premium and that are a
condition for the continuation of the policy.

Rider :

Riders are additional benefits that one can add on to the policy. The
rider can be opted for at the time of taking the basic policy. Additional
premium is charged for each rider. No Bonuses are paid under the rider.

Sum Assured:

The face amount of a policy payable upon a death or maturity claim.

Surrender or Cash Value:

The surrender or cash value is the amount payable to the policyholder

should the policyholder decide to discontinue the policy. However, the
insurance protection provided under the policy will also cease. Not all
insurance policies have surrender or cash values.

Surrender Charge:

Fee charged to a policyholder when a life insurance policy or annuity is

surrendered for its cash value.
Term Insurance Rider:

An endorsement or attachment to a life insurance policy that provides

additional term coverage for the amount specified. If the insured dies during
this time, the designated beneficiary (i.e) can receive death benefit proceeds.

Term Life Insurance :

A form of life insurance which provides coverage for a specified

period of time and does not build cash value.

Waiting Period:

A specific time that must pass following the onset of a covered disability
before any benefits will be paid under a disability income policy