Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{191632,
        author = {Mujeeb Ali and Dr.S.THANDAYUTHAPANI and UDHAYAKUMAR K},
        title = {Overcoming Cultural Barriers: Selling Insurance Through Banks In Telangana's Semi-Urban Areas},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {7249-7260},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=191632},
        abstract = {Bancassurance is a critical channel for expanding insurance penetration in India, yet its growth in semi-urban markets remains constrained by deep-seated cultural and behavioural barriers. This study investigates the specific socio-cultural impediments hindering insurance adoption through banks in semi-urban Telangana. Employing a sequential explanatory mixed-methods design, primary data were collected via a structured questionnaire from 450 bank customers across selected districts and analysed using descriptive statistics, Chi-square tests, and ANOVA. The findings identify a core "trust-translation gap," where institutional trust in banks does not extend to insurance products due to perceived sales pressure and process complexity. Significant barriers include a strong preference for physical assets, the influential role of community leaders and family, low functional literacy despite product awareness, and a pronounced need for vernacular (Telugu) and visual communication. Critically, the impact of these barriers is not uniform; statistical analysis reveals that customer perceptions vary significantly based on occupation and age, necessitating segmented strategies. The study concludes that overcoming these hurdles requires a paradigm shift from a transactional sales model to a culturally-embedded advisory approach. It proposes a practical framework for banks and insurers involving localized product narratives, staff training in cultural competency, and segmented communication to bridge the adoption gap and unlock the market potential of semi-urban India.},
        keywords = {Bancassurance, Cultural Barriers, Semi-Urban Markets, Trust Deficit, Financial Literacy.},
        month = {January},
        }