“STUDY OF EFFECTIVENESS OF AGNCY CHANNEL IN GENERAL INSURANCE MARKETING” With reference to FUTURE GENERALI INDIA INSURANCE COMPANY LIMITED

A Project Report submitted in partial fulfillment of the requirement for the award of MASTERS DEGREE IN BUSINESS ADMINISTRATION

By A. Sai Rama Shanker (Roll No: 1225111401)

GITAM INSTITUTE OF MANAGEMENT GITAM UNIVERSITY (Established U/S 3 of UGC Act, 1956) VISAKHAPATNAM (2011-13)

1

Certificate by the company on their letter head

This is to certify that _______________, MBA student (Enrollment No 1225109322), GITAM Institute of Management, GITAM University has done the project from 02 May 2012 to 12 June 2012 on ―___________________‖ in our Organization for submission in partial fulfillment for the award of Post Graduate Degree of Master of Business Administration by GITAM University and his/her work has been satisfactory.

2

DECLARATION

I, A Sai Rama Shanker a student of Masters of Business Administration (M.B.A.), GITAM Institute of Management (GIM), GITAM University, hereby declare that the project work entitled ―Study of Effectiveness of Agency Channel In General Insurance Marketing‖ initiated on 3rd May 2012 at Future Generali India Insurance Company Limited, Visakhapatnam is a genuine work done by me in partial fulfillment for the requirement of the degree of Masters of Business Administration. I confirm this has not been published or submitted elsewhere for the award of any degree in part or in full.

A Sai Rama Shankar Date:

3

CERTIFICATE

This is to certify that the project Report titled ―Study of effectiveness of Agency Channel In General Insurance Marketing‖ is an original work carried out by Mr. A Sai Rama Shankar (Enrollment No 1225111410), under my guidance and supervision, in partial fulfillment for the award of the degree of Masters of Business Administration by GITAM Institute of Management, GITAM University, Visakhapatnam, during the Academic year 2011-12. This report has not been submitted to any other University or Institution for the award of any Degree/Diploma/Certificate.

Signature of Guide Dr. K. Ashok Senior Professor, Chair Person Student Affairs GITAM Institute of Management Visakhapatnam

4

ACKNOWLEDGEMENT

It is my pleasure to acknowledge and express my gratitude to all those who helped me throughout in the successful completion of this project. I am very thankful to Mr. N. Vinay Kumar Branch Head, of Future Generali India Insurance Company Limited, Visakhapatnam, for extending support throughout the project. I am thankful to Mr. P. Venkat Ramesh, Sales Manager, of Future Generali India Insurance Company Limited, Visakhapatnam, for guiding me in completing the project. I am thankful to Mr. Ajith Kumar, Underwriter, of Future Generali India Insurance Company Limited, Visakhapatnam, for teaching me the various concepts of insurance and working of an insurance company. I wish to express my gratitude to Prof K Siva Rama Krishna, Dean & Principal, GITAM Institute of Management, GITAM University, Visakhapatnam, for giving me this valuable opportunity to experience the work culture in an organization. am grateful to Dr. K. Ashok, Senior Professor and Chair Person Student Affairs, GITAM Institute of Management, GITAM University, Visakhapatnam for his/ continuous guidance to accomplish this project work, successfully. I would like to express my sincere thanks to Mrs. K. Uma Devi, Program Coordinator, MBA, GITAM Institute of Management, GITAM University, Visakhapatnam for giving me this opportunity. A Sai Rama Shanker Roll. No; 1225111401

5

Chapter IV: Data Analysis and Interpretation 5. Bibliography 8. List of Tables. Chapter III: Methodology i) Need of Study ii) Objectives of Study iii) Scope of Study iv) Research Design v) Limitations 4. Review of literature 2.49 49 49 49 50 51 52 .) Introduction To Insurance b). Chapter II: Organisational Profile i) Industry profile ii) Company Profile 3. Annexure 6 07 08 . 1. Chapter I: Theoretical Framework a.Contents Page No.47 48 .30 09 . Chapter V: i) Findings ii) Suggestion iii) Conclusion 6. Abstract 2.36 32 33 37 -38 38 38 38 38 38 39 . Charts & Figures 7.29 30 31 .

Abstract Purpose: The purpose of the project is to understand the importance and effectiveness of the agency distribution channel in marketing and sales of general insurance products and services. branch head or sales manager of the 16 general insurance companies operating in Visakhapatnam. Findings: The agency distribution channel of the 16 general insurance companies contributes an average of 21% business to the company‘s whole business. Methodology: Data is collected through distributing Questionnaires to the agency in charge. 7 . Discount given on polices is the major problem faced by the agency channel.

Chapter-I: Theoretical Framework 8 .

These writings talks about pooling of resources and re-distributed of them in times of calamities such as fire. Definition of insurance: In laymen‘s term insurance can be defined as: “A transfer of the risk of a loss. This clearly indicates the potential for insurance companies to grow their market in India. In simple terms it is a contract between the person who buys Insurance and an Insurance company who sold the Policy. The insurance sector in India has shown immense growth potential. epidemics and famine 9 . Brief History of Insurance In India insurance has a deep-rooted history.Introduction to Insurance The insurance sector in India has come to a full circle from being an open competitive market to nationalization and back to a liberalized market again. from insured (person taking insurance) to the insurer (the company) in exchange for a payment of certain sum of money (premium). In the last completed financial year of 2011-2012 the insurance sector has shown a growth rate of 23%. Today Insurance Companies in India have grown manifold. Tracing the developments in the Indian insurance sector reveals the 360-degree turn witnessed over a period of almost two centuries.  To pay a prefixed amount to the insured or his/her beneficiaries o the happening of a specific event.” In legal sense insurance can be defined as: “A contract under which the insurer (the company) in consideration of a certain sum of money paid (premium) by the insured (the person whose risk is insured) agrees to:  Make good of the loss suffered by the insured against a specific risk. It can be found mentioned in the writings like Manusmrithi. floods. Dharmasastra and Arthasastra. Insurance companies collect premiums to provide for this protection. By paying a very small sum of money a person can safeguard himself and his family financially from an unfortunate event. Insurance is basically a protection against a financial loss which can arise on the happening of an unexpected event. The insurance sector in India is growing at a speedy rate of 15-20% and together with banking services insurance services add about 7% to the country‘s GDP. let alone health and non-life insurance policies. The essence of insurance is collective bearing of all risks or pooling of risk." In financial sense insurance can be defined as: “A social device providing financial compensation to the insured for the consequences of adversities and the payment is paid by the insurer from the accumulated contributions (premiums) of all the parties participating in the arrangement. By entering into contract the Insurance Company agrees to pay the Policy holder or his family members a predetermined sum of money in case of any unfortunate event for a predetermined fixed sum payable which is in normal term called Insurance Premiums. Even today a giant share of Indian population nearly 80% is not under life insurance coverage.

. Insurance sector in India was liberalized in March 2000 with the passage of the Insurance Regulatory and Development Authority (IRDA) Bill. set up. the first company to transact all classes of general insurance business. GIC incorporated as a company.  1956: 245 Indian and foreign insurers and provident societies taken over by the central government and nationalized. can trace its roots to the Triton Insurance Company Ltd. the National Insurance Company Ltd. the first general insurance company established in the year 1850 in Calcutta by the British. The Malhotra committee was set up with the objective of complementing the reforms initiated in the financial sector. a wing of the Insurance Association of India. Thereafter many changes have taken place in the insurance sector. 1956.N. with a capital contribution of Rs. Some of the important milestones in the general insurance business in India are:  1907: The Indian Mercantile Insurance Ltd. The General insurance business in India. 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. on the other hand.  107 insurers amalgamated and grouped into four company‘s viz.  1928: The Indian Insurance Companies Act enacted to enable the government to collect statistical information about both life and non-life insurance businesses. 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 Calcutta. There is a 26% equity cap for foreign partners in an insurance company.  1938: Earlier legislation consolidated and amended to by the Insurance Act with the objective of protecting the interests of the insuring public. In 1993. Malhotra Committee headed by former Finance Secretary and RBI Governor R. the Oriental Insurance Company Ltd. and the United India Insurance Company Ltd. There is a 10 . 5 crore from the Government of India.  1968: The Insurance Act amended to regulate investments and set minimum solvency margins and the Tariff Advisory Committee set up.. the New India Assurance Company Ltd. Act.. Ancient Indian history has preserved the earliest traces of insurance in the form of marine trade loans and carriers‘ contracts. 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.  1972: The General Insurance Business (Nationalization) Act. lifting all entry restrictions for private players and allowing foreign players to enter the market with some limits on direct foreign ownership.and this can be considered as probable pre-cursor to modern day insurance. Malhotra was formed to evaluate the Indian insurance industry and recommend its future direction.  1957: General Insurance Council. 1972 nationalized the general insurance business in India with effect from 1st January 1973. frames a code of conduct for ensuring fair conduct and sound business practices.

Similarly. insurance is still the most reliable tool an individual can use to plan for his future. a mix of new products. 2. The opening up of the insurance sector has led to rapid growth of the sector. 11 . a portion of premiums paid for life insurance policies are deducted from tax liability. Money paid as claim including bonus under a life policy is exempted from payment of income tax. We are not saying that life and existence are constantly fraught with danger and uncertainty. On the one hand. Life policies are accepted as a security for a loan. Presently.proposal to increase this limit to 49%. The beneficiaries to an insurance claim amount are protected from the claims of creditors by affecting a valid assignment. Despite all the planning and preparation one might make no one can accurately guarantee or predict how or when death might result and the circumstances that might ensue in its aftermath. For a policy taken under the MWP act 1874. 4. the society will benefit as catastrophic losses are spread globally. competition will remain intense as private sector insurers and those about to enter India seek to win market share from the more established public sector entities. 3. new delivery systems and a greater awareness of risk will generate growth. Tax relief: Under section 88 of income tax act. 6. (married women‘s property act). a trust is created for wife and children as beneficiaries. However annuities received under certain pension plans are taxable. Benefits of Insurance 1. Encourages savings: An insurance scheme encourages thrift among individuals. Necessity of Insurance: The question contains the answer within itself. 5. Furthermore. wherein the saved money can be easily withdrawn. But then it is essential that you plan for the future. life is fraught with tensions and apprehensions regarding the future and what it holds for the individual. India‘s insurance market will continue to experience major changes as its operating environment increasingly deregulates. People generally regard insurance as a scheme when and where you have to lose a lot to gain a little. The changes for a fatality or an injury to occur to the average individual may not be particularly high but then no one can really afford to completely disregard his or her future and what it holds. They can also be surrendered for meeting unexpected emergencies. Nevertheless. over the medium and long term. After all. Based on the concept of sharing of losses. On the other hand. exemption is available for health insurance policy premiums. there are 16 life insurance companies and 15 nonlife insurance companies in the market. It inculcates the habit of saving compulsory. The potential for growth of insurance industry in India is immense as nearly 80% of Indian population is without life insurance cover while health insurance and non-life insurance continues to be well below international standards. unlike other saving instruments.

innovative and creative abilities. it cannot be insured against. The peril can sometimes be avoided. 12 . Insurance cannot arrest the risk from taking place. etc.  Evaluating risk: Insurance fixes the likely volume of risk by assessing diverse factors that give rise to risk. Only economic consequences can be insured. through better safety and damage control management. Examples of noneconomic losses are love and affection of parents. we say that the asset is exposed to that risk. accidents and uncertainty. Functions of Insurance Insurance services through its various activities perform various functions in the economy which can be classified as follows. Insurance is done against the contingency that it may happen.Purpose and Need of Insurance: Assets are insured. In case of human being death is certain. The damage may or may not happen. sentimental attachments to family heirlooms. Insurance is relevant only if there are uncertainties. Insurance only tries to reduce the impact of risk on the owner of the asset and those who depend on that asset. If the loss is not financial. etc. It only compensates the losses-and that too. breakdown. The peril cannot be avoided through insurance. because they are likely to be destroyed. Insurance is in reality a protective cover against economic loss. The risk only means that there is a possibility of loss or damage. are perils. He cannot be insured. Risks are the consequential losses or damages. lightening. by apportioning the risk with others. All the insured add the premiums towards a fund and out of which the persons facing a specific risk is paid. but the time of death is uncertain. There has to be an uncertainty about the risk. If such perils can cause damage to the assets. It does not prevent its loss due to the peril. In case of a person who is terminally ill. Perils are the events. the time of death is not uncertain. insurance may not be possible.  Provide Certainty: Insurance is a device. which assists in changing uncertainty to certainty. through accidental occurrences.  Primary Functions  Secondary Functions  Other Functions Primary functions of insurance:  Providing protection: The elementary purpose of insurance is to allow security against future risk. Risk is the basis for ascertaining the premium rate as well. It is a medium through which few losses are divided among larger number of people. may be a few crores of rupees. leadership of managers. because of the peril of earthquake. not fully. depending on the cost of the building and the contents in it. but can for sure allow for the losses arising with the risk. Fire. earthquake. If there is no uncertainty about occurrence of an event. flood. Such possible occurrences are called perils.  Collective risk bearing: Insurance is an instrument to share the financial loss. Insurance does not protect the asset. The risk to owner of a building. though not exactly known.

in the event of an unanticipated loss or disaster. withdraw.Secondary functions of insurance  Preventing losses: Insurance warns individuals and businessmen to embrace appropriate device to prevent unfortunate aftermaths of risk by observing safety instructions. IRDA has been framing regulations and registering the private sector insurance companies. or reimbursement. promote and ensure orderly growth of the insurance business and re-insurance business. etc. people take up insurance as a good investment option. Regulation of Insurance in India & IRDA In India the regulation and development of the insurance industry is carried down by Insurance Regulatory and Development Authority of India (IRDA). making foreign trade risk free with the help of different types of policies under marine insurance cover. It launched the IRDA online service for issue and renewal of licenses to agents. The Authority shall have the duty to regulate. Duties & Functions of IRDA The IRDA Act. There are loads of companies who are providing such customized insurance policies. This is done by paying small amount of premium against larger risks and dubiety. suspend or cancel such registration. which has put in place regulations in line with global norms. installation of automatic sparkler or alarm systems. Also to take the benefit of income tax exemptions.  Covering larger risks with small capital: Insurance assuages the businessmen from security investments. Other functions of insurance  Is a savings and investment tool – Insurance is the best savings and investment option. powers and functions of IRDA. The powers and functions of the Authority shall include: a) Issue to the applicant a certificate of registration. there are 24 life insurance companies and 27 general insurance companies. So far. Powers. There are different types of insurance policies under the sun cover almost anything that one might think of. 13 . 1999 lays down the duties.  Risk Free trade – Insurance boosts exports insurance. renew. modify. Premium rates of most general insurance policies come under the purview of the government appointed Tariff Advisory Committee. Insurance provides indemnity. IRDA was set up as an independent regulatory authority. any country can earn foreign exchange by way of issue of marine insurance policies and a different other ways.  Helps in the development of larger industries: Insurance provides an opportunity to develop to those larger industries which have more risks in their setting up. IRDA was established by government of India through Insurance Regulatory and Development Authority (IRDA) Bill in 1999. restricting unnecessary expenses by the insured.  Medium of earning foreign exchange – Being an international business.

intermediaries. l) Regulating maintenance of margin of solvency. The Authority does not carry out any adjudicaton. the complainant would have to approach the appropriate judicial channel. undertaking inspection of. settlement of insurance claim. IRDA’s Cell for redressal of grievances of Policyholders The IRDA has a cell that receives and looks into complaints from policyholders —Life and Non-life grievances are handled separately. q) Exercising such other powers as may be prescribed. n) Supervising the functioning of the Tariff Advisory Committee. e) Promoting efficiency in the conduct of insurance business. d) Specifying the code of conduct for surveyors and loss assessors. code of conduct and practical training for intermediary or insurance intermediaries and agents. o) Specifying the percentage of premium income of the insurer to finance schemes for promoting and regulating professional organisations engaged in insurance and reinsurance business. their attention is called to specific issues for examination/re-examination. j) Specifying the form and manner in which books of account shall be maintained and statement of accounts shall be rendered by insurers and other insurance intermediaries. g) Levying fees and other charges. insurance intermediaries and other organisations connected with the insurance business. However. if the insurer does not change its stand even after examination/re-examination. i) Control and regulation of the rates. nomination by policy holders. Cases of delay/non-response: Cases of delay/non-response in matters relating to policies and claims are taken up with the insurers for speedy disposal.b) Protection of the interests of the policy holders in matters concerning assigning of policy. If required. c) Specifying requisite qualifications. terms and conditions that may be offered by insurers in respect of general insurance business not so controlled and regulated by the Tariff Advisory Committee. k) Regulating investment of funds by insurance companies. 14 . h) Calling for information from. surrender value of policy and other terms and conditions of contracts of insurance. m) Adjudication of disputes between insurers and intermediaries or insurance intermediaries. advantages. For this. p) Specifying the percentage of life insurance business and general insurance business to be undertaken by the insurer in the rural or social sector. insurable interest. The Cell plays a facilitative role by taking up such complaints with the respective insurers. f) Promoting and regulating professional organisations connected with the insurance and re-insurance business. the complainant is informed of the same. conducting enquiries and investigations including audit of the insurers. Claims/policy contracts in dispute: Complaints relating to these are analysed and insurers are advised to examine the same.

IDBI Federal Life Insurance Company Ltd. General Insurance Corporation has been sanctioned as the "Indian reinsurer" for underwriting only reinsurance business. GENERAL INSURERS Public Sector National Insurance Company Ltd. Sahara India Life Insurance Company Ltd.in www. ICICI Prudential Life Insurance Company Ltd. Star Union Dai-ichi Life Insurance Company Ltd.hdfclife. MetLife Insurance Company Ltd. HDFC Standard Life Insurance Company Ltd.avivaindia.co.com www.com www. In the registered companies 23 companies are private life insurance companies and 21 are private general insurance companies.inglife. SBI Life Insurance Company Ltd.in www.com www.birlasunlife.iciciprulife.in www. Canara HSBC Oriental Bank of Commerce Life Insurance Company Ltd.licindia.com www.com www.bharti-axalife.sudlife.com www.sbilife.shriramlife.idbifederal.com www. 15 Websites www. DLF Pramerica Life Insurance Company Ltd.com www.com www.com www.edelweisstokio. Bharti AXA Life Insurance Company Ltd.com www.com www.dlfpramericalife.tata-aig.reliancelife. IndiaFirst Life Insurance Company Ltd.indiafirstlife. Shriram Life Insurance Company Ltd.com www. Reliance Life Insurance Company Ltd. New India Assurance Company Ltd.bajajallianz. Aviva Life Insurance Company India Ltd.com www.aegonreligare.List of Insurance Companies in India IRDA has provided till today registration for 27 general insurance companies including the Export Credit Guarantee Corporation of India and Agriculture Insurance Corporation of India and 24 life insurance companies.co. AEGON Religare Life Insurance Company Ltd.insurance.metlife.com www. Edelweiss Tokio Life Insurance Company Ltd.kotak.in www.com www. Kotak Mahindra Old Mutual Life Insurance Company Ltd. Private Sector Bajaj Allianz Life Insurance Company Ltd.in www.saharalife. Table 1: List of Insurance Companies operating in India registered with IRDA LIFE INSURERS Public Sector Life Insurance Corporation of India Ltd.co.newindia. The following are the insurance companies performing function in India.in .com www. TATA AIG Life Insurance Company Ltd.maxnewyorklife.com www.nationalinsuranceindia.canarahsbclife. Birla Sun-Life Insurance Company Ltd. Max New York Life Insurance Company Ltd.futuregenerali. ING Vysya Life Insurance Company Ltd.com www.com www. Future Generali India Life Insurance Company Ltd.

bharti-axagi.ltinsurance. Future Generali India Insurance Company Ltd.com www. 16 .co.in www.in www.gicofindia.shriramgi. Royal Sundaram Alliance Insurance Company Ltd Tata AIG General Insurance Company Ltd.futuregenerali. Export Credit Insurers Export Credit Guarantee Corporation of India Ltd.com www.com www. No composites are permitted as per law.in www.in www. Cholamandalam MS General Insurance Company Ltd.com www.com www.cholainsurance. HDFC ERGO General Insurance Company Ltd.co.hdfcergo.royalsundaram.in www. SBI General Insurance Company Ltd.in www.in www.co.apollomunichinsurance.Oriental Insurance Company Ltd. United India Insurance Company Ltd.org. L&T General Insurance Company Ltd. Shriram General Insurance Company Ltd. Universal Sompo General Insurance Company Ltd.com Insurance Business Insurance business is classified into two classes: 1) Life insurance 2) Non-Life or General Insurance Life insurers transact life insurance business. general insurers transact the rest. Magma HDI General Insurance Company Ltd. REINSURER General Insurance Corporation of India www.com www.in www.sbigeneral.com www.in www.iffcotokio. Max Bupa Health Insurance Company Ltd.aicofindia. Stand Alone Health Insurers Star Health and Allied Insurance Company Ltd.co.tataaiginsurance.bajajallianz. Agriculture Insurance Company of India Ltd.maxbupa.icicilombard.com www. IFFCO Tokio General Insurance Company Ltd. Religare Health Insurance Company Ltd. ICICI Lombard General Insurance Company Ltd.in www. Private Sector Bajaj Allianz General Insurance Company Ltd.in www.religarehealth. Apollo Munich Health Insurance Company Ltd.com www.com www.com www.com www.ecgc. Liberty Videocon General Insurance Company Ltd.co.universalsompo.orientalinsurance.magma-hdi. Bharti AXA General Insurance Company Ltd. Raheja QBE General Insurance Company Ltd.starhealth.in www.reliancegeneral.uiic.rahejaqbe. Reliance General Insurance Company Ltd.

martial law. 17 . natural calamity. underground fire. war. jettisons and barratry 2. explosion and implosion. The losses covered in fire insurance are losses due to fire caused by earthquake. invasion. reconstruction or repair beyond what is covered by the property insurance policy. Fire Insurance: It is the insurance which covers losses and damages to the property caused by fire. a monetary sum could be determined which is based on loss of income in future years.Life Insurance: ―Life insurance is a contract between two parties whereby one party agrees to pay to the other party. As the property of a person is quantifiable and can be valued and losses can be calculated.  Inland Marine Insurance. stranding. Fire insurance is a specialized form of insurance which is designed to cover the cost of replacement. Hence in life insurance. the Sum Assured (or the amount guaranteed to be paid in the event of a loss) is a ‗compensation‘ to make good of the loss. Marine Insurance: Marine insurance can be defined as a contract whereby the insurer undertakes to indemnify the insured in a manner and to the extent thereby agreed upon against marine losses or maritime perils. Marine insurance has two branches:  Ocean Marine Insurance. Non-Life/General Insurance: ―General insurance is a contract between two parties whereby one party agrees to pay to the other party. collision with other ship. Loss caused by loss by theft during or after the occurrence of fire. riots. rough weather. a monetary sum could be determined to cover the losses. Hence in general insurance. mutiny. The perils and losses covered under marine insurance are losses caused by seawater. Non-Life/General Insurance can be further classified into five different classes: 1. personal property and expenses associated with not being able to live in or use the property if it is damaged. a certain amount of money as premium to make good the loss of life arising out of an uncertain event of death in which the insured has interest‖. in which the insured has interest‖. cyclone. striking upon a sunken rock or icebergs. lightning. hostilities or war. military rising or rebellion or insurrection. storm. Loss caused by burning of property by order of any public authority. a certain amount of money as premium to make good the loss of property arising out of an uncertain event of accident. civil strife. Policies cover damage to the building itself. pirates and rovers. Ocean marine insurance covers the perils of the sea whereas inland marine insurance is related to the inland risks on the land. act of foreign enemy. the Sum Assured (or the amount guaranteed to be paid in the event of a loss) is by way of a ‗benefit‘ in the case of life insurance. lightning. fog. and may also cover damage to nearby structures. Though Human life cannot be valued. theft etc.

 Flood Insurance: Insurance providing coverage against losses and damages arisen from floods. buffaloes and heifers. These guidelines are considered as the fundamental principles of insurance and are enumerated as follow: 1.  Crop Insurance: Insurance policy covering the losses of crop suffered by farmers due to natural disasters like drought. Principles of Insurance The insurance business is guided by set of guidelines for proper.  Engineering Insurance: Insurance providing cover for damage to mechanical and electrical equipment or machinery. 5. injuries and hospitalisation and expenses incurred for the use of health related services. It also covers losses/damages suffered by contractors and civil engineering projects. cows. smooth and transparent working. 4.  Cattle Insurance: Insurance policies covering the losses arisen due to death of animals like bulls. larceny.  Earthquake Insurance: As the name itself suggests it is the insurance providing cover to the property against losses arisen due to earthquake. Principle of Insurable Interest 18 . hail and floods or due to decline in prices of agricultural commodities. motor vehicle insurance becomes essential in today‘s world. These guidelines help both the insured and insurer to form the insurance contract as well as to understand the basis of insurance.3. Miscellaneous Insurance: The term miscellaneous insurance covers a large variety losses and damages arisen from various reasons and is designed to meet the peculiar requirements of the insured. housebreaking and such similar acts. The extent of cover depends on the specifics of the policy and cover is provided as either direct payment or reimbursements for the expenses associated.  Burglary Insurance: Insurance providing coverage against losses and damages of household goods and properties and personal effects due to theft. Health Insurance: It providing cover for financial losses associated with illness. If there is any hospitalization is there then the expenses go higher too. robbery. Permanent total disability of the animals is also covered under the policy for extra payment of premium. In the absence of insurance a person has to pay large amount of money to the other party as repair costs of their vehicle besides spending on own vehicle. Some of the miscellaneous insurance policies are:  Fidelity Guarantee insurance: Insurance providing cover to the employer against losses arising through fraud or embezzlement from employee. Motor Vehicle Insurance: It covers risk towards the owner and vehicle from an accident but also covers the financial liability which may arise from the accident injuring a third party along with the damage to the. Thus.

following persons have insurable interest.The person getting an insurance policy must have an insurable interest in the property or life insured. the persons taking up a policy should have insurable interest in the life of insured person at the time of taking up the policy. It may or may not exist at the time of contract. because he does not have an insurable interest in it. Husband in the life of his wife or vice-versa. A son in the life of his father on whom he is dependent. The ownership of a property is not necessary for establishing insurable interest. Owner of the property in his property. In the same way. A person is said to have an insurable interest in the property if he is benefited by its existence and be prejudiced by its destruction. In case of fire insurance. A creditor in the life of his debtor to the limit of the amount of his debt. Later on the wife is divorced. A surety in the life of his principal to the extent of his guarantee. Fire and Marine Insurance Under these contracts. however. An agent in the goods of his principal. An employer can insure the lives of his employees because of his pecuniary interest in them. A partner is the life of other partners in case of partnership. Wife and husband in each other‘s property. insurable interest must exist at the time of loss. 2. a creditor can insure the life of his debtor. In marine insurance. The policy will not become void because the husband ceases to have an insurable interest. insurable interest must exist both at the time of contract and at the time of loss. A person cannot insure the property of a third party. The presence of insurable interest is a legal requirement and without insurable interest the insurance contract is void. Principle of Utmost Good Faith This is the primary principle of insurance. The object of this principle is to prevent insurance from becoming a gambling contract. the insurance contract must be signed by both parties (insurer and insured) in an absolute good faith or belief or 19 . It is not necessary that he should have insurable interest at the time of maturity also.     Mortgagee to the extent of amount of loan he has given. Suppose a person gets an insurance policy on the life of his wife. A banker has an insurable interest in the property mortgaged to it against a loan. According to this principle. A dependent to the extent of support he is getting. In case of life insurance. Insurable interest in different polices can be explained as follows: Life Insurance Following persons have insurable interest in life insurance contract:        An employer in the life of an employee during the course of employment.

utmost good faith on the part of both the parties is a must. The rights of claiming the loss are shifted to the insurer (Insurance Company). for example.trust. 4. then the ownership right of such property shifts to the insurer. He cannot claim the same loss from different companies. The insurer promises to help the insured in restoring the position before loss. The maximum amount of compensation will be up to the value of the policy which is fixed at the time of contract. Principle of Contribution Sometimes a property is insured with more than one company. the insurance company steps into the shoes of A.000 with an insurance company. protection and compensation given against damage. So. The house is intentionally destroyed by B. The value of the policy undertaken is fixed at the time of contract. The insured will be compensated only up to the amount of loss suffered by him. If some facts are withheld. According to it when the insured is compensated for the losses due to damage to his insured property. A person cannot be restored to a better position than before the loss occurred. the loss is compensated. The total loss suffered by the insured will be contributed by different 20 . loss or injury. insurance company can sue B on behalf of A because of making good the loss suffered by A. 5. 50. The compensation payable and the loss suffered should be measurable in term of money. a gets his house insured for Rs. Principle of Indemnity The principle of indemnity is applicable to all types of insurance policies except life insurance. Now. The insurer should also disclose the facts of the policy to the proposer. False information or non-disclosure of any important fact makes the contract avoidable at the discretion of the insurer. A cannot sue B for getting the compensation because he has already been compensated by the insurance company. He/She will not earn profit from the contractor. In this case he will be benefited by the insurance which runs counter to the principle of indemnity. The actual amount of loss suffered is compensated and the value of policy is only the maximum limit. 3. The insured cannot claim more than total loss from all the companies put together. If the insured party gets a compensation for the loss suffered by him. Whenever there is a loss of property. It is obligatory on the part of both the parties in the contract to must disclose all material facts for the benefit of each other. The amount of premium is fixed on the basis of all the facts supplied to the insurance company. then the amount of premium will not be properly settled. The maximum amount of compensation will be up to the value of the policy. Indemnity means security. The principle of subrogation is applicable to all insurances other than the life insurance. A claims the loss from the insurance company. Principle of Subrogation The principle subrogation is corollary to the principle of indemnity. he/she cannot claim the same amount of loss from any other party. H/She will not earn profit from the contractor. The insured will be compensated only up to the amount of loss suffered by him/her.

40. will pay Rs. the principle of Proximate Cause does not apply. 40.000 from S & Co. A has a property of one lakh rupees. the proximate or the nearest or the closest cause should be taken into consideration to decide the liability of the insurer. and Rs. So companies make a contribution to restore the previous position of the insured.000 from R & Co. 7. However. The various acts which govern the Insurance business are as follows: The Indian Contract Act. The insured must take all necessary steps to control and reduce the losses and to save what is left. This principle makes the insured more careful in respect of this insured property.000 from each. 21 . 1938: It is the first legislation passed regulating and governing all forms of insurance and the insurance business in India providing strict control to state. then S & Co. in case of sudden events like fire etc.000 to R & Co.000 from R & C. 20.000. in case of life insurance. 40. A cannot claim a total sum of Rs. Principle of Mitigation of Loss According to this principle insured must always try his level best to minimize the loss of his insured property.000 from either of companies from both companies to the extent of Rs. 8. Legislations Governing Insurance The insurance sector in India has gone through a full 360 degree in phases of being unregulated to completely regulated and currently being partly deregulated. 20. performance and termination of contracts and agency in India. The insurance business is governed by various legislations and acts directly or indirectly which are required to define the boundaries as well as to regulate the insurance business. Compulsory registration of insurance companies & submission of annual financial returns. Principle of Causa Proxima Principle of Proximate Cause means when a loss is caused by more than one causes. So this is known as the principle of contribution. property is destroyed to the extent of Rs. As insurance is a contract between the insurer and insured as well as the insurer uses agency as a channel of business this act plays an important role in insurance business. In case he claims Rs. 50. Whatever may be the reason of death the insurer is liable to pay the amount of insurance. These acts and legislations are important for the smooth transaction of the insurance business and to protect both the insured and insurer. The Insurance Act. Because of fire.companies in the ratio of the value of policies issued by them. 50. The salient features of the act are   Constituting a Department of Insurance to supervise and control insurance business. He gets an insurance policy for Rs. For example. This principle is found very useful when the loss occurred due to series of events. 1872: It is the law regulating and governing the formation.

Prohibiting rebating. This act regulates all the life insurance business in India and lays the ground rules for the business. The Life Insurance Corporation Act. 1988: This act was enacted to safeguard the financial interests of people who get injured or killed or suffer damages due to negligence of motorist and/or other risks associated with usage of motor vehicle. 1972: This act was passed to make provision for the acquisition and transfer of shares of Indian insurance companies and undertakings of other existing insurers in order to serve better the needs of the economy by securing the development of general insurance business in the best interests of the community and to ensure that the operation of the economic system does not result in the concentration of wealth to the common detriment. The Maritime Insurance Act. restriction on payment of commission and licensing of agents were other important provisions to bring in a sort of professionalism in to this business. Policy formats were standardized and premium tables were to be certified by an Actuary. prompt and economical redressal to the consumer‘s grievances and related matters. The Consumer Protection Act. 1986: This act is designed to protect the interests of consumers by providing easy. According to this act it is mandatory for a motorist to insure against the risk of liability to the third parties. Provision was made for policyholders‘ director in the Board. performance and termination of marine insurance contract and to describe the perils and kind of cargo as well as vessels to be covered. The General Insurance Business Act. General Insuance Products: Non –life Policies can be broadly classified into:  Plans for Corporate/ Business  Plans for Individuals  Plans for Agriculturist 22 . for the regulation and control of such business and for matters connected. Compulsory investment of life fund to the extent of 55% in Government approved securities. The Motor Vehicle Act. 1963: This act was brought to codify the law relating the marine insurance and to regulate and set guidelines for initiation. Periodical Valuation was made compulsory to assess financial viability of the insurance companies. 1956: This act was passed to nationalise the life insurance business in India by transferring all such businesses to a corporation established for such purpose and to provide regulation and control of the business of the corporation.      Provision for initial deposits to allow only serious players in the field.

Dealers Employee policies Various policies available for employer to take care of employees or to meet legal obligations. Some of them are             Aviation Insurance Marine Hull Insurance Freight Forwarders Insurance Port Liabilities Film Insurance.P.G. Credit Insurance. Event Insurance Jewelers Block Policy Bankers Indemnity Policy Shopkeepers Policy Marine Cargo Policy Multi Peril Policy for L.    Group Personal Accident Group critical illness Group Travel 23 .Insurance Plans for Corporate‘s Agricultural Insurance Cattle & Crop Plans for Individuals Employee Home Specialty Contingency Property Office Travel Motor Accident Health Figure 1: Classification of general insurance products. Corporate Policies Speciality: These are the policies catered to meet special needs or needs of specific industries.

Frequent Corporate travelers Overseas Mediclaim Insurance.Business &Holiday Overseas Mediclaim Insurance. industrial units from contingencies               Fidelity Guarantee Insurance Policy Special Contingency Policy Plate Glass Insurance Neon Sign Insurance Fire Policy Burglary Policy Machinery Breakdown Policy Electronics Equipment Policy Consequential Loss Policy Contractors All Risk Policy Advanced Loss of Profit / Delay in Startup Policy Contractor Plant and Machinery Policy Mega Package Policies Marine cum Erection / Storage cum Erection Policy Health Insurance:       Group Personal Accident Policy Mediclaim Policy Overseas Mediclaim Insurance.Employment & Studies Personal Accident Policy Policies for Individuals      Home Travel Motor Accident Health Home Insurance: There are wide range of policies and packages available. Some of the perils covered are:   Fire Explosion/Implosion 24 . They cover more than you’re your home and its contents.   Workmen's Compensation Keyman Insurance Overseas Travel insurance Policies for Office /manufacturing units: For protection of business.

Cyclone. Auto Insurance Policies: They cover:    Repair / replacement of the parts of the vehicle Payment for the market value of the vehicle in case of a total loss. domestic train travel. Kidney failure. Strike. Flood and Inundation Destruction by subsidence of part of the site on which the property stands or landslide Bush Fire Earthquakes and Terrorism are usually provided as add-ons due to the increase in frequency. Protection against the major life threatening illness like Cancer. earthquake. strike and malicious acts. Hurricane. Malicious Damage cover Damages due to Impact by rail / road vehicle or animal Bursting and / or overflowing of water tanks.          Burglary Riot. Tornado. Health Insurance Policies: Health Insurance Policies may provide cover for:       Expensive medical care including pre & post hospitalisation expenses. travel to specific countries. provided that the loss occurs due to an accident. The other perils included in some feature rich policies are:        Rent for alternative accommodation Loan repayment for home/car Public liability Baggage Insurance Home Appliances cover Personal Accident Loss of cash in transit Travel Insurance: There are various policies which cover International travel. apparatus and pipes Missile Testing operations Leakage from Automatic Sprinkler Installations Lightning Loss caused by Storm. etc Accidental death Permanent disability Hospital confinement allowance 25 . flood. student‘s overseas travel. theft. It covers the legal liability of insured towards third party personal injury and property damage arising out of an accident involving the insured vehicle. Heart Attack. riot. Provide a daily allowance for each day of hospitalization. Paralysis. Stroke.

tempest and famine o Diseases cropping up or contracted during the period of policy o Surgical operations o Strikes and riots Crop Insurance: Insurance policy covering the losses of crop suffered by farmers due to natural disasters like drought.Other Insurance Policies       Baggage Insurance Mobile Phone Insurance Executive Travel Insurance Directors’ and officers’ Liability insurance Professional Indemnity Insurance Portable Equipment Insurance Agricultural Insurance: The insurance policies covering agricultural losses like crop loss or cattle loss. earthquake. decide as an appropriate product. Marketing of Insurance in India 26 . Permanent total disability of the animals is also covered under the policy for extra payment of premium.  Cattle Insurance: Insurance policies covering the losses arisen due to death of animals like bulls. and promotion‘ for a product in case of services additional 3 ‗P‘s are added ‗people. To achieve the desired objectives in marketing a set of marketing tool are utilized by marketers.Carthy ‗product. cows. tornado. Marketing mix consists of everything the form can be collected in to group of variables known as 4 ‗p‘ s as proposed by M. services and programs to serve these markets and calls of everyone in the organization to ―Think and serve the customers‖.  Marketing of Insurance Marketing is so basic that it cannot be considered as a separate function. price. The above statement clearly puts forth the importance and insensibility of marketing to the overall functioning of the organization. hail and floods or due to decline in prices of agricultural commodities. buffaloes and heifers. determines which target markets the organization can best serve. lightning. place. storm. process. flood. marketing mix is the set of marketing tools that firm uses to pursue its marketing objectives in the target markets. Marketing can be identified as a business function that identifies unsatisfied needs and wants. hurricane. defines and measures their magnitude.C. inundation. physical evidence‘. cyclone. The cover is provided for in case where death caused by: o Accident which may be result of fire. It is whole business seen from the point of view of its final result that is from the customer point of view business success is not determined by the producers but by the customers.

Corporate Agent --------. It is also a sector. to the infrastructure sector.Banker ----------.Customer Company -----------.Broker -----------. newer channels of distribution have to be utilized to intensify the reach of insurance both in urban and rural markets. Some of the channels used are: 1. Third Party Administrator (TPA): Insurance Companies use another distribution channel known as third party administrator. 2. In branch office or at division office.Agent -----------. to the economy. 3.Customer Company -----------. In terms of infrastructure. such as serve application. 6. policies. In an under-insured economy.Insurance is in a manner of speaking the last frontier in the financial sector to open. which can look forward to long term funding being available.Customer (Direct Marketing) Company ------------. Channels of Distribution of Insurance As insurance being a service there are various channels are used for its distribution and selling of the insurance products i. the TPA run a 24 hour toll free number which can be accessed from anywhere in the country. frontline employee provide necessary services in fulfillment of policy issue process. IRDA licenses and regulates the TPA‘s. by way of rigid entry norms and supervision Bancassurance: The provision of insurance and banking products and services through a common distribution channel or to a common client base is referred to as Bancassurance. The concept of Bancassurance was evolved in Europe in 1980‘s. which leads to benefits across the full spectrum. Company ---------------------------------.Third Party Administrator ----------. Hence.Customer Company -----------. The TPA is to maintain databases of policyholders and issue them identity cards with unique identification numbers and handle all the post policy issue including claim statements. from the individual who now have wider choices. both the public and private sector insurance companies in India are using banks for the distribution of their products. 27 . TPA license can be granted to any company registered under the Company‘ Act 1956.e. In India the Bancassurance came into focus only after the privatization of insurance sector. Public have immense faith in banks and they reached to household and enjoy considerable goodwill and access in the rural areas. which see increased savings.Customer Company ----------. 5.Customer Company -----------. They will have full time medical practitioners under their employment who will immediately take the decision on whether the ailment is covered under the policy. This will create huge employment opportunities not only within insurance companies but also as agents and consultants of insurance companies. accept filled application with necessary documents along cash or cheque against premium account. 4.Auto-tie Up -----------. 7. Now a day‘s companies are also using internet to issue online policies as well as telesales to get the business directly.Customer Direct Marketing: Insurance Company will accept the insurance proposal from the persons approached to the branch offices or division offices directly.

The company provides induction training to the recruited agents through special training centers located in various parts of the country. household. whenever the automobile dealer makes sales the insurance cover is provided along with it. The agency and appointment of agent is done under Indian Contract act 1872.  The person must have a minimum qualification of 12th standard or equivalent in urban areas otherwise a pass in 10th standard or equivalent in rural areas. burglary and personnel accident insurance. marine.Corporate Agent: A corporate agent is an intermediary in the insurance distribution channel. The training objective of the company is to provide sufficient knowledge on various policies of the company before the agents venture into the market. There are about 300 brokerages are there in India registered by IRDA. The company offers commission to the agents on their business.  Practical training of 50 hours at an IRDA approved training centers and 75 hours of training in case of composite insurance agency 28 . Insurance company recruits agents based on the norms and conditions of IRDA. travel. Agent/Agency: An Insurance Agent is a state-licensed professional who represents an insurance company in selling and servicing policies. solicits. A corporate agent has backup support team of handling claims efficiently along with toll free claim service activation helpline. fire. Auto-tie Up: It is tie up between the automobile dealers and the insurance companies. The broker and the brokerage is registered and regulated by the IRDA. Procedure to become an agent of the company The following are the required conditions to become an agent of the company based on IRDA guidelines  The person should be of 18 years at least. The agent has to register himself/herself with the IRDA and get license which is issued for 3 years. A corporate agent may be specialized in any one of the insurance product or all of the insurance products such as motor. and tries to find the buyer the best policy by comparison shopping. or negotiates insurance for compensation. The corporate financial institution gets the license from the IRDA to act as a corporate agent to any insurance company in India. The insurance agent creates mutual trust between policy holders and the insurance company and renders continuous service to the policy holders. Agent is the most prominent and oldest intermediary channel of insurance services. health. rather than the insurance company. A broker sells. Broker: An independent agent is the person who represents the buyer.

0.67 TATA AIG. 3. 1. 0.74 ICICI Lombard. 3.7 Future Generali.82 Reliance.61 Raheja QBE.83 SBI General. 29 .99 New India. 0.04 Bajaj Allianz. 6.3 Bharti Shriram. 14. 12.89 Royal Sundaram.98 Chart 1: Pie chart showing the market share of general insurance companies in India for the financial year 2010-2011 based on the percentage of premium collected by each company.19 Oriental. 0. 14.01AXA. 4. 1.Market Share Of Non-Life Insurance Players Market Share 2010-11 (In %) Universal Sompo. 2.1 L&T General. 16.76 IFFCO Tokio. 2. 2. 9. 1.69 United.41 HDFC Ergo.27 National.01 Cholamandalam.

The efficiency relationship between the indirect marketing channel and the direct marketing channel is independent. They used Charnes. 30 .Review of Literature Chiang Ku Fan and Shu Wen Cheng in their study entitled "An efficiency comparison of direct and indirect channels in Taiwan insurance marketing" published in Direct Marketing: An International Journal. Tor Wallin Andreassen (1997) in their study entitled "The principal‘s and agents contribution to customer loyalty within an integrated service distribution channel. They reported that the efficiency score of a direct marketing channel is significantly higher than that of a comparable indirect marketing channel. There is a significantly higher impact of image channel on customer loyalty than delivery channel. 31(7). He reported that Headquarters contribution to customer loyalty through the delivery channel is higher than the contribution of the regional salesforce. 2009. An external perspective" published in European Journal of Marketing. 487-503. 3 (4). made a comparative study of the efficiency of direct marketing channel and indirect marketing channel in Tiwan's insurance sector. Cooper.. ML). 343-359. and Rhodes (CCR) model to measure the decision-making units‘ (DMU) operating efficiency. made a study about the agents role played by the agents in maintainence of customer loyalty using Using structural equation modelling (LISREL. 1997.

Chapter-II: Organisational Profile 31 .

saturation of insurance markets in many developed economies has made the Indian market more attractive for international insurance players. This is an indicator that growth potential for the insurance sector is immense in India. The strong growth potential of the country has also made international players to look at the Indian insurance market. wealth formation. with new players significantly enhancing product awareness and promoting consumer education and information. This impressive growth in the market has been driven by liberalization. Creating a more efficient and competitive financial system suitable for the requirements of the economy was the main idea behind this reform.The competition LIC started facing from these companies were threatening to the existence of LIC. India is the fifth largest life insurance market in the emerging insurance economies globally and is growing at 32-34% annually. Moreover. Since the liberalization of the industry the insurance industry has never looked back and today stand as the one of the most competitive and exploring industry in India. India is ranked 9th in life insurance business and ranked 19th in general insurance business among the 156 countries for which data are published by Swiss Re. the Life Insurance Corporation Act. Since then the insurance industry has gone through many sea changes . 32 . growth of international trade. and uncertainty of natural calamities all these show the scope of general insurance. Insurance Regulatory and Development Authority (IRDA) Act. During 2010-11.Industry Profile The Insurance sector in India governed by Insurance Act. Nearly 80% of Indian populations are without Life insurance cover and the Health insurance and increasing number of motor vehicles.In spite of all this growth the statistics of the penetration of the insurance in the country is very poor. insurance industry is a big opportunity area in India for national as well as foreign investors. infrastructure development. The key element of the reform process was Participation of overseas insurance companies with 26% capital. Similar is the case of the four non-life insurance companies of public sector National Insurance Company Ltd. it adds about 7 per cent to the country‘s GDP . The estimated life insurance premium in India grew by 4. It was due to this immense growth that the regulations were introduced in the insurance sector and in continuation ―Malhotra Committee‖ was constituted by the government in 1993 to examine the various aspects of the industry.. The use of new distribution techniques and the IT tools has increased the scope of the industry in the longer run. With a huge population base and large untapped market.. New India Assurance Company Ltd. Today it stands as a business growing at the rate of 15-20 per cent annually. 1999 and other related Acts. The entry of the private players and the increased use of the new distribution are in the limelight today. 1956 and General Insurance Business (Nationalisation) Act. Oriental Insurance Company Ltd. 1972. 1938. With such a large population and the untapped market area of this population Insurance happens to be a very big opportunity in India. United India Insurance Company Ltd. Together with banking services..2 per cent in the year 2010 where as the in non-life insurance sector it is 8.1 per cent.

Blue Foods the group operates around 100 restaurants and food courts through brands like Bombay Blues. and Future Generali India Insurance Co. providing logistics and distribution solutions to group companies and business partners and Future Media. electronics retailer. Spaghetti Kitchen. a brand development and IPR company. It also operates a consumer finance arm with branches in 150 locations. led by its founder and Group CEO. the group‘s insurance venture in partnership with Italy‘s Generali Group. a retail media initiative. Headquartered in Mumbai (Bombay). Kishore Biyani.‘ The group‘s corporate credo is. Galaxy leading leisure chains. Sports Bar and Bowling Co. In the value segment.com. hotels and logistics. Future Generali. the group‘s financial arm. Staples and Middle East-based Axiom Communications. real estate. Aadhaar. and family entertainment centres.futurebazaar. Mr. Pantaloon Retail. the group operates over 12 million square feet of retail space in 71 cities and towns and 65 rural locations across India. Future Generali is present in India in both the Life and Non-Life businesses as Future Generali India Life Insurance Co. a chain of seamless malls. Future Logistics. Future Group‘s joint venture partners include. retail real estate development. www. The Spoon. Home Town and rural retail chain. Ltd. retail media and logistics. Noodle Bar. F123. Pantaloon Retail employs around 30. group subsidiaries are present in consumer finance. home improvement chain. touch and feel of Indian bazaars with the choice and convenience of modern retail. The group‘s presence in Leisure & Entertainment segment is led through. Led by its flagship enterprise.Company Profile Future Generali is a joint venture between the India-based Future Group and the Italy-based Generali Group. ‗Rewrite rules. Future Brands. Planet Sports. FUTURE GROUP Future Group. Retain values. the group operates Pantaloons. capital. US-based stationery products retailers. Big Bazaar is a hypermarket format that combines the look.‘ 33 . Through its partner company. Mumbai-based listed company Galaxy Entertainment Limited. is one of India‘s leading business houses with multiple businesses spanning across the consumption space. brand development. Copper Chimney and Gelato. Ltd. its marquee brand. It also operates popular shopping portal. The company follows a multi-format retail strategy that captures almost the entire consumption basket of Indian customers. provides investment advisory to assets worth over $1 billion that are being invested in consumer brands and companies. leisure and entertainment. a fashion retail chain and Central. among others. Future Capital Holdings. Other group companies include. In the lifestyle segment.000 people and is listed on the Indian stock exchanges. insurance. While retail forms the core business activity of Future Group. as espoused in the group‘s core value of ‗Indianness. The group‘s specialty retail formats include sportswear retailer.Future Group believes in developing strong insights on Indian consumers and building businesses based on Indian ideas. eZone.

34 . Nimbleness: A combination of speed and quality. It is also one of the world‘s top asset managers with assets totalling more than € 400 billion.M. BEST: A+ STABLE  Standard & Poor‘s: AA. "Can Do": An attitude which demonstrates our passion.STABLE  Fitch Ibca: AA. With an employed sales force of more than 100. establishing its leadership in profitability. Its solidity derives from prudent investment management and a focus on achieving a correct match between risk and medium/long-term profitability. Identity Card Since its establishment. Indianess: We understand India in all its diversity and different facets and will use for our local understanding to respond to our specific markets. today the Group is one of Europe‘s largest insurance providers and the European biggest Life insurer. The Group strategy aims to consolidate Generali‘s pre-eminence on its key markets and achieve a premier position on markets with high growth potential. the Group occupies a leadership position in Western Europe and an increasingly important place in Eastern Europe and Asia. customers.NEGATIVE  Moody‘s: Aa3 STABLE Vision Statement: "Pledged to provide financial security to all people & enterprises through total insurance solutions" Values: Respect: for all our stakeholders. and positive thinking.322 employees (15. the Generali Group has always held a reputation for its capital and financial strength.THE GENERALI GROUP The Generali Group is a leading player in the global insurance and financial markets. entrepreneurship. Established in Trieste in 1831. with a 2009 total premium income of more than € 70 billion. for all rules and regulations both internal and external. and ability to overcome all obstacles which come in the way of the achievement of our vision. design our products and craft our processes.  It is present in 68 countries  It has 70 million clients worldwide  It has 85.956 in Italy)  It has over € 400 billion of assets under management  High rating assigned by the international rating agencies:  A.  Generali Group is one of the leading insurance groups in Europe.000 people serving 70 million clients in 68 countries.employees.

Veer Savarkar Marg .82.081.Board of Directors Name of the Directors Mr.372 3.86. Kishore Biyani Mr. Tamarind Lane. Vijay Biyani Mr.561 Management Expenses 19. Delta Plaza.808 Underwriting Results -12.95.281 -1.571 38.36.752 Net Incurred Claims 27.33. Fort Mumbai 400001.426) 35 G M Kapadia & Co FRN 104767W Chartered Accountants 36 B.437 Net written Premium 40. (Amount Rs '000) 2010.21. AXIS Bank Ltd.736 Net earned Premium 32. 414.697 16. Mumbai 400 025.59.74. Kim Chai Ooi Dr.91. Mumbai 400011. Devi Singh Dr. Auditors Singhi & Co FRN 3020 49E Chartered Accountants 101. Sergio Balbinot Mr.931 Net Commissions‘ -1.64. G N Bajpai Mr.93.168 18. Financial Highlights The highlights of financial results of the Company for the financial years 2010-11 and 200910 are as under: For the year ended 31st March For the year ended 31st March Particulars 2011. Ground Floor. Dr E.801 14.G.39.19. Krishnamoorthy Rao Designation Chairman Director Director Director Director Director Director Additional Director Additional Director Managing Director & Chief Executive Officer 1 2 3 4 5 6 7 8 9 10 Registered Office Address 001. Roberto Gasso Dr. Turf Estate.523 24.34.049 1. ICICI Bank Ltd. Tamarind House.291 Retrocession from Pool 4. K. (Amount Rs '000) Gross written premium 61. Krishan Kant Rathi Mr. . Mahalaxmi. Prabhadevi. Rajan Saxena Mr.72. Bankers HDFC Bank Ltd. Moses Road.

54.95.041 -8.850 -8.940 982 1.97.99.81.199 6.041 5.95.Income from Investment Profit /Loss Before Tax Profit /Loss After Tax Number of Policies Issued Number of employees 3.199 -8.97.117 805 36 .386 -8.84.

Chapter-III: Methodology 37 .

banks.e. Agents are the one who represents the company to the existing and prospective customers and create a mutual trust towards the company. this report will address the effectiveness of the channel and put forward some points to address their problems. public sector and private sector both are considered for the study and data is collected from them. Scope: As agency channel and agents are important part of the insurance business. The primary data has been obtained by interaction with the branch managers or sales managers of the various general insurance companies through distribution of questionnaire to them and asking few questions to them. the study tries to measure as to how well the agency channel of Future Generali is performing in comparison to other general companies in Visakhapatnam. Data Collection method: The primary data has been collected through the Questionnaire. The Questionnaire has been properly prepared in order to cover all the Information required for the study.Need of the Study Development of various other distribution channels in insurance sector like third party administrators. Also to understand the challenges and problem faced by the agency channel from agents as well as from within the company. the agency and agents somehow loosing the significance. the traditional and the oldest channel of distribution i. This study is to understand the effectiveness and significance of agency channel as well as the role played by the agents in the insurance company‘s business i. Getting appointment and meeting the person from whom the data has to be taken was very difficult as most of the time they are in the field for business purpose. Further. sales as well as marketing. direct selling through telesales. Limitations of the Study: There was a time restriction of 45 days and the numbers of general insurance companies present in Visakhapatnam are only 15 public sector and private sector. Research Design: Selection of Sample: All the general insurance companies operating in Visakhapatnam.e. Even though they are the face of the insurance company and contribute a major share in the company‘s business they are facing internal com petition from within the company‘s other channels. Objectives: The objective of this report is to first investigate the effectiveness of the agency channel in general insurance companies in marketing their products. 38 . Taking premium collected and share of the business given by the agency channel in consideration as measuring parameters. Some of the participants in the study are reluctant to give the data or needed much persuasion to comply.

Chapter-IV: Data Analysis 39 .

Ltd 54 Bajaj Allia nz GI Co. Ltd 25 IFFC O Toki o GI Co. Ltd No. Ltd* ICICI Lom bard GI Co. In comparison to other companies Future Generali has 40 agents working for it in Visakhapatnam area and stand at 5th position. Ltd 10 30 35 25 25 20 25 15 22 10 Futu re Gen erali India Insur ance Co. Ltd 40 14 54 60 40 74 136 Univ Bhar ersal SBI Som ti AXA GI po GI Co. * In case of Bajaj Allianz General insurance co. Ltd. Ltd and SBI General Insurance Co. Ltd 22 HDF C ERG O GI Co. Srikakulam.DATA ANALYSIS AND INTERPRETATION 1. Ltd Chol ama ndal am MS GI Co. Ltd. Tunni. In the case of Bajaj Allianz General Insurance Co. Number of agents working under the agency in charge? Agents Working in Agency Channel 160 140 120 Number of Agents 100 80 60 40 20 0 Nati onal Insur ance Co. GI Co. Ltd which are operating in Vijayanagaram. didn‘t provided any data. Premium collected by the agency channel for the financial year 2011-2012? 40 . Ltd Ltd 60 15 Tata AIG GI Co. Ltd* Co. Ltd agents working outside Visakhapatnam and Ankapalli are also included. By seeing the above graph it is clearly understood that an average of 30 agents are working for the agency channel of all the general insurance companies operating in Visakhapatnam and Ankapalli region. and SBI General Insurance Co. 2. of Agents 30 New India Assu ranc e Co. Co. Ltd 20 Roya Relia l nce Sund GI aram Co. Ltd 35 Orie ntal Insur ance Co. upto East and West Godavari region. Ltd 25 Unit ed India Insur ance Co. The sales force used by the companies to sell their products only tells the importance of the agents in the insurance service. Ltd* Ltd * 14 74 136 25 Chart 2: Number of agents working for the Agency channel of the companies. ** Universal Sompo General Insurance Co.

7 crores and if we include the both it becomes Rs.00 8.20 0.80 3.20 1.00 1.00 0. This tells the reach and penetration of the agents in a city like Visakhapatnam.40 1.1 crores.00 6. Ltd.76 0. * In case of Bajaj Allianz General insurance co. 2.00 9.68 2.00 2.00 1.10 0.54 4.00 3.23 4. Has started its operations in Visakhapatnam in the year 2011 *** Universal Sompo General Insurance Co.54 0.38 2.40 0. By seeing the above graph it is clearly understood that the average premium collected by the agency channels of all the companies except Bajaj Allianz and SBI General is Rs.23 8.20 0.38 0.91 1. Ltd premium collected outside Visakhapatnam and Ankapalli are also included.80 2.68 0.91 Crore Rs. didn‘t provide any data. 1.00 5.40 0.00 3. ** SBI General Insurance Co.20 1.1 Crore. Ltd.00 4.19 crores and Reliance General insurance Rs 4.00 0. The premium collected by the agency channel of Future Generali is Rs 3. 7.40 3.10 3. 41 .50 2.00 8. Ltd and SBI General Insurance Co.39 Chart 3: Premium Collected by the Agency channel of the companies.50 0.Premium Collected (2010-2011) 10.5 crore third in the whole Visakhapatnam next to Bajaj Allianz Rs 8.39 Unit New Nati Orie ed Roy Chol Baja IFFC HDF Futu SBI Indi ICICI Bhar onal ntal Indi al ama a Tata j O Reli C re Gen Insu Insu a Sun ndal Lom ti Allia Toki ance ERG Gen eral Assu AIG bard AXA ranc ranc Insu dara am nz* o O erali ** ranc e e ranc m MS e e Univ ersal Som po* ** Premium Collected 1.76 0.

Ltd and SBI General Insurance Co. Ltd business from outside Visakhapatnam and Ankapalli are also included. Percentage contribution of the channel to the business of the branch/division? Business Provided to the Branch/Division 90 80 80 70 70 60 50 40 30 20 10 0 25 20 18 22 24 15 15 7 Unit New Nati Orie ed Roy Chol Baja IFFC HDF Futu SBI Indi ICICI Reli al Bha onal ntal Indi ama a Tata j O C re Gen Insu Insu a ndal Lom anc Sun rti Allia Toki ERG Gen eral Ass AIG bard e dara AXA ranc ranc Insu am nz* o O erali ** uran e e ranc m MS ce e 20 18 22 24 15 15 25 22 70 20 80 26 20 7 25 22 26 20 20 Percentage Univ ersa l Som po* ** Business Provided to the 25 branch/Division Chart 4: Percentage of business provided by the agency channel to the branch/division of the companies. Has started its operations in Visakhapatnam in the year 2011 *** Universal Sompo General Insurance Co. This indicates the importance of the agency channel.3. 42 . Ltd. Ltd. By seeing the above graph it is clearly understood that the average contribution of the agency channel to the business of the insurance companies is 21 percent. In the case of HDFC Ergo and TATA AIG the contribution is 70 & 80 percent respectively. The percentage of business contributed by the agency channel of Future Generali is 26% it more than quarter of company‘s business and third among the other companies. ** SBI General Insurance Co. This is a major portion of the business when there are other channels are operating for the company. didn‘t provide any data. * In case of Bajaj Allianz General insurance co.

The Non-motor insurance policies includes health. Business mix of the agency channel (Motor to Non-motor ratio of policies sold)? Business Mix of the Agency 90 80 70 60 75 70 60 55 80 70 65 Percentage 60 50 40 30 20 10 0 55 50 50 40 60 40 32 68 45 40 25 60 30 40 20 45 45 50 50 55 30 35 Unit New Nati Orie ed Roy Chol Baja IFFC HDF Futu SBI Indi ICICI Reli al Bha onal ntal Indi ama a Tata j O C re Gen Insu Insu a ndal Lom anc Sun rti Allia Toki ERG Gen eral Assu AIG bard e dara AXA ranc ranc Insu am nz* o O erali ** ranc e e ranc m MS e e 55 45 60 40 75 25 32 68 70 30 80 20 40 60 60 40 55 45 50 50 50 50 40 60 45 55 70 30 65 35 Univ ersa l Som po* ** Motor Insurance Non-Motor Insurance Chart 5: Business mix of the agency channel * In case of Bajaj Allianz General insurance co. Ltd. which employees get through their employers still agents have a good success in selling them. Has started its operations in Visakhapatnam in the year 2011 *** Universal Sompo General Insurance Co. Ltd business from outside Visakhapatnam and Ankapalli are also included. Ltd and SBI General Insurance Co. health. Ltd.e.4. From the above graph the ratio of motor to non-motor (i. In the case of future Genrali the ratio is 45% Motor and 55% Non-motor 43 . didn‘t provide any data. personal accident. marine and other miscellaneous policies but health and personal accident are the most sold one. ** SBI General Insurance Co. Even though presence of auto-tie ups the agents are very successful in selling motor insurance and in some cases it is the major contributor to the agency‘ s business. The average ratio is 56% motor to 44% not motor. fire. personal accident. fire and miscellaneous) policies sold by the agency channel of each company can be clearly understood.

5. Response No. Discount given on policy Table 2: Respondents considering discount as a major problem. 44 . Problems and Challenges faced by the agency channel a. Of Respondents Percentage of Respondents Yes* 15 94 No 0 0 No response 1 6 Percentage of Companies Considering Discount as a Problem 0% 6% Yes No No response 94% Chart 6: Percentage of companies considering discount as a problem. The difference in the percentage of discount given on the policy premium by the other channels of the same company on same policy causes the loss of business for the agency channel. In the survey conducted the agency channel of all the companies agreed that discount given on the policies is the major problem for them while getting the business.

b. Response No. Of Respondents Percentage of Respondents Yes* 10 63 No 5 31 No response 1 6 Percentage of Companies Considering Commission as a Problem 6% Yes No No response 63% 31% Chart 7: Percentage of companies considering commission as a problem. 45 . The income of the agents depends on the commission they get on the number of policies they sell. Hence the percentage of commission plays a role on the performance of agents and agency. Commission Table 3: Respondents considering commission as a problem. In the survey conducted the 63 % of the companies said that commission is a problem for them where as 31% are didn‘t agree to it.

This affects the working of the agency and the revenue generated.5% 12. 46 .5% 75% Yes No No response Chart 8: Percentage of companies considering agents working for more than one agency as a problem.5 No response 2 12. Of Respondents Percentage of Respondents Yes 12 75 No 2 12.c.5 Percentage of Companies Considering Agents Working for more than One Agency as a Problem. Agents working for more than one company Table 4: Respondents considering agents working for more than one agency as a problem. The income of the agents depends on the commission and to earn more agents work for more than one company by taking up agency on any relative‘s name. In the survey conducted the 75 % of the agencies of the companies said that agents working for more than one company‘s agency is a problem for them where as 12% didn‘t agree to it. Response No. 12.

The attitude of the agent and his/her behaviour towards the company as well as towards existing and prospective customer impacts a lot to the number of sales made and revenue generation. 47 . Response No.d. Of Respondents Percentage of Respondents Yes 6 38 No 9 56 No response 1 6 Percentage of Companies Considering lack of Professionalism as a Problem 6% 38% Yes No No response 56% Chart 9: Percentage of companies considering lack of professionalism in agents as a Problem In the survey conducted the 38 % of the companies said that lack of professionalism in agents is a problem for them where as 56% didn‘t agree to it. Lack of professionalism training Table 5: Respondents considering lack of professionalism in the agents.

V 48 .CHAPTER.

49 . Personality development programs along with technical training should be given to the agents.7 crores. These figures are a very good for any agency channel. There is a lack of communication between the agency channel and other channels of a company which is giving rise to the problem of discounting factor. Conclusion From the project it can be inferred that the agency channel of distribution is one of the most reliable channel for sales and marketing of the insurance products and services. Lack of proper communication between the channels and professionalism is a hindrance to the business which can be over come easily by little effort. The motor to non-motor policies ratio is also an indicator of how effective the agency channel is in presence of the other channels. 1. The agency channel contributes a major portion of the total business of the companies. as well as to report claims and renewls. As well as commission on the policy sold is thought to be low. Some companies believe that even though the agents are technically proficient they lack professionalism which is stopping them to reach their full potential which in turn affects the channel and the business.Findings From the data analysis it has been found that the agency channel of all the insurance companies operating in vizag contribute an average 21% of business with an yearly average premium collection of Rs. this is why some agents work for more than two companies. It‘s is the agent with whom the customer is always be in touch. Suggestions    Developing a system to pass information to agents about the discount rates given by the other distribution channels of the company. Online tools to report the daily work.

Page No. Chart 1: Pie chart showing the market share of general insurance companies in India for the financial year 2010-2011 based on the percentage of premium collected by each company. Chart 4: Percentage of business provided by the agency channel to the branch/division of the Chart 5: Business mix of the agency channel Chart 6: Percentage of companies considering discount as a problem. Charts and Figures Table/Chart/Figure Table 1: List of Insurance Companies operating in India registered with IRDA Figure 1: Classification of general insurance products. 15 23 39 40 41 42 43 44 45 46 47 44 45 46 47 50 . Table 3: Respondents considering commission as a problem. Chart 7: Percentage of companies considering commission as a problem.List of Tables. Chart 9: Percentage of companies considering lack of professionalism in agents as a Problem Table 2: Respondents considering discount as a major problem. Chart 8: Percentage of companies considering agents working for more than one agency as a problem. Chart 3: Premium Collected by the Agency channel of the companies. Table 5: Respondents considering lack of professionalism in the agents as a problem. Table 4: Respondents considering agents working for more than one agency as a problem. Chart 2: Number of agents working for the Agency channel of the companies.

Annula Report-2010-2011 IRDA Annula report -2010 2011 Websites: www.investorwords. European Journal of Marketing. 2007 Elements of Banking and Insurance. PHI Learning Private Limited C. New Agw International Publishers S.Bibliography Books: Jyotsna Seth & Nishwan Bhatia.irda. R.indiankanoon.C.com www. Sahoo & S. 2009. An external perspective. The principal‘s and agents contribution to customer loyalty within an integrated service distribution channel. 487-503.ask. Das. 2010 Research Methodology Methods and techniques. 3 (4).google.org www. 31(7).com 51 . Himalaya Publishing House Articles: Chiang Ku Fan and Shu Wen Cheng. Future Generali India Insurance Company Limited.com Search engines: www. Kothari. Direct Marketing: An International Journal. 343-359 Tor Wallin Andreassen.gov. An efficiency comparison of direct and indirect channels in Taiwan insurance marketing.in www.C. 2009 Insurance Management Text and Cases.

Premium collected through agency in financial year 2011-12: ______ Rs. Discount given on policy: Yes No No No No b. Area Covered by Agents Visalkhapatnam Vijaynagram Srikakulam Ankapali Other (specify) _________ 7. If yes so what kind: ____________________ 11.Annexure A Study on Effectiveness of Agency Model in General Insurance Marketing 1. Name: _______________________________ 3.Business mix: Motor Insurance _____% Non-Motor Insurance _____% 12. Lack of professionalism Yes No Date: ________ 52 Signature: ___________ . Agents working for more than one company: Yes d. Is any assistance given to the agents: Yes 10. Designation: _____________________________ 4. Company Name: ____________________________ 2. Experience: _____ Years 5.Challenges/Problem faced by the agency channel a. 8. Number of Agents Working for the Agency channel: ______ 6. Commission on policy sold: Yes c. Percentage contribution of agency to the company‘s business: _______ 9.

Place: ___________ 53 .