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@article{209065,
        author = {M. Vanaja and Dr.M.Satyavati},
        title = {MARKETING OF LIFE INSURANCE SERVICES IN INDIA – A STUDY OF SELECT COMPANIES},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {5},
        pages = {374-380},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=209065},
        abstract = {The Indian life insurance industry has undergone significant transformation since the opening of the sector to private participation. The emergence of digital technologies, changing customer expectations, online distribution channels, social media, mobile applications, data analytics and InsurTech has further changed the way life insurance services are marketed and delivered. This study examines and compares the marketing practices of the Life Insurance Corporation of India (LIC) and HDFC Life in the digital era. The study focuses on product offerings, pricing, distribution, promotion, customer service and digital marketing practices. A descriptive and comparative research design has been adopted. The study is primarily based on secondary data obtained from annual reports of LIC and HDFC Life, IRDAI publications, company websites and relevant academic literature. An illustrative analytical framework is also used to compare the two insurers across selected marketing dimensions. The study finds that LIC continues to possess significant advantages in terms of brand legacy, customer trust, geographical reach and extensive distribution infrastructure. HDFC Life, on the other hand, demonstrates strong capabilities in digital engagement, technology-enabled customer service, partnerships and product innovation. Recent research also indicates that InsurTech adoption can positively influence customer satisfaction, particularly through online distribution and customer-service management. The study concludes that the future competitiveness of life insurers will depend on their ability to combine digital convenience with trust, personalisation, transparency and human assistance.},
        keywords = {Life Insurance, Marketing of Services, LIC, HDFC Life, Digital Marketing, InsurTech, Customer Satisfaction, Insurance Distribution, India.},
        month = {October},
        }