LIC partners Sahaj, targets deeper rural insurance access

State-owned Life Insurance Corporation of India (LIC) has taken a fresh step to widen its footprint beyond big cities, announcing a collaboration with Sahaj Insurance Services Private Limited to improve access to life insurance in rural and semi-urban parts of the country.

For families in villages and small towns, the tie-up could mean far easier access to insurance without the need to travel long distances or depend on agents who visit only occasionally. Many first-time buyers in rural India hesitate to take insurance because the process feels complex. This collaboration aims to remove that fear and make life cover a more familiar and trusted financial product at the grassroots. Rural and semi-urban India still has a large population with little or no life insurance cover, despite rising incomes and better connectivity. By tapping Sahaj’s on-ground network, LIC is seeking to strengthen its presence where traditional branches may be limited, while also supporting the broader push for financial inclusion through simple, assisted and community-based services.

What the LIC–Sahaj partnership is about?

Under the collaboration, Sahaj Insurance Services will help distribute LIC’s life insurance products through its network of assisted digital centres across rural and semi-urban regions. These centres will guide customers in choosing suitable policies, completing enrolments and handling basic servicing, so that limited digital access or skills do not become a hurdle.The idea is simple: take LIC’s products closer to people who are often left out of the formal financial system. Sahaj runs a last-mile service model using trained local entrepreneurs and digital kiosks to deliver financial and utility services.

Soumendranath Bandyopadhyay, Regional Manager, LIC, said the insurer has always focused on reaching every segment of society. He said working with Sahaj will help LIC go deeper into rural and semi-urban regions so that more citizens can benefit from the safety and assurance that life insurance offers.

‘Making insurance simpler for Bharat’

Biswajit Chatterjee, Director, Sahaj Insurance Services Private Limited, said the collaboration fits with Sahaj’s mission to democratise access to insurance. By combining LIC’s long-standing legacy with Sahaj’s assisted digital model, he said the aim is to make insurance simpler, more accessible and truly inclusive for Bharat.