EXPANDING EXISTING INSURANCE DISTRIBUTION

CHANNELS IN INDIA

ASSIGNMENT
Contents

1. Introduction
1.1 Definition of Insurance
1.2 Existing Distribution Channels
2. Agents-led Channels
2.1 Types of Agents
I) Insurance Agents
II) Corporate Agents
III) Insurance Broker
3. Bank-led Channels.
3.1 Definition of Bancassurance.
3.2 Benefits of Bancassurance.
4. Internet-led Channels
5. Conclusion.
6. References
1. Introduction
1.1 Definition Of Insurance

Insurance is a contract between two parties whereby one party agrees

to undertake the risk of another in exchange for consideration known
as premium and promises to pay a fixed sum of money to the other
party on happening of an uncertain event (death) or after the expiry of
a certain period in case of life insurance or to indemnify the other party
on happening of an uncertain event in case of general insurance

The act, system, or business of insuring property, life, one's person,

etc., against loss or harm arising in specified contingencies, as fire,
accident, death, disablement, or the like, in consideration of a payment
proportionate to the risk involved.

A system to make large financial losses more affordable by pooling the

risks of many individuals and business entities and transferring them
to an insurance company or other large group in return for a premium.
1.2 Existing Distribution Channels

The insurance marketplace is undergoing a transformation that may

eventually lead to significant changes in how consumers purchase
insurance products. A variety of distribution channels are currently
used in this market place, and some insurers utilize a combination of
distribution channels. These include the Internet-led channels,
company-led channels, bank-led channels, and agent-led channels.
Of these distribution channels, the most discussed and anticipated
channel is the Internet-led channel. The widespread diffusion of the
Internet has created an explosion in the growth of electronic channels,
including direct channels (that is, individual company web sites),
electronic markets, or “electronic intermediaries over which multiple
buyers and sellers do business” (Malone et al., 1987), and other
cybermediaries (Sarkar et al., 1995). Prior to the advent of the
Internet, most purchasers of insurance products used traditional agent-
led distribution channels such as direct writers or independent agents.
Given its reliance on traditional channels, the insurance marketplace
has only recently begun to reflect this broader growth in electronic
channels. The Internet was expected to have a major negative impact
on the traditional agent-led distribution channel. However, consumers
have not shown a marked preference for purchasing insurance product
via the Internet (Trembly, 2001). Currently, less than two percent of
insurance products are purchased via the Internet.
Although less frequently used, company-led distribution channels
through mediums such as direct mail or telephone call centers have
seen increasing growth. While an agent is still required in this setting,
this person typically does not meet with the insured.
With the passage of the Financial Modernization Act of 1999, growth of
the bank-led channel was predicted for the U.S. market. The results of
a recent American Bank Insurance Association survey indicate that
insurance represents a very small percentage of total bank revenue,
but bankers predict an increase in marketing efforts.
While it is true that insurance purchasers today have more options
available than they did five years ago, it is unclear if and when these
channels will dominate existing insurance distribution channels.
Several obvious factors that impact on a channel’s adoption are
consumer
attitudes and preferences. In particular, it may be that consumers
consider insurance products to be more complex than originally
thought. Consumers still do not view even personal lines insurance
products to be commodity products.
The purpose of this paper is to discuss the transitions that are
occurring in property/liability insurance distribution channels. As part
of this discussion, we describe some of the factors that are impacting
on the adoption of alternative channels (e.g., the Internet), provide an
overview of the academic literature on innovation adoption and
insurance distribution channels, and comment on the near-term future
for insurance distribution channels.
2. Agent-led Channels
An insurance cover is an intangible product evidenced by a written
contract known as the ‘policy’. Insurers market various insurance
covers either directly or through various distribution channels—
individual agents, corporate agents (including Bancassurance) and
Brokers. The marketer in the distribution network is in direct interface
with the prospect and the customer.

Life insurance products are sold through individual agents and many of
them have this as their only career occupation. General insurance
products are sold through individual agents, corporate agents and
brokers.
Distribution channels such as agents are licensed by the IRDA. To get
an agency licence, one has to have certain minimum qualifications;
practical training in insurance subjects and pass an examination
conducted by the Insurance Institute of India.

IRDA regulations on licensing of agents/brokers lay down the code of

conduct for individual agents, corporate agents and brokers. A
separate note on the code of conduct is appended to this note.

Thus it is seen that the dos and don’ts for these intermediaries are
given clearly at the point of sale as well as in the event of a claim.
Service does not end with the customer receiving his document; it in
fact only begins here. After sales service is as important or even more
important – like when a refund has to be made or when a claim has to
be made.
One of the issues that is of great concern affecting professionalism in
insurance activities is resorting rebating by intermediaries. Rebating is
prohibited as per Section 41 of the Insurance Act, 1938 and the public
are advised not to deal with intermediaries offering rebate of any kind.
Rebating means a share of commission receivable by the agent/broker
is given to the prospect/client. This is done to attract the client in the
purchase of insurance contract by offering cash. Competition among
agents/brokers is so cut-throat, some agents indulge in such unethical
practices. Public are advised not to ask for any prohibited rebates in
premium since commission payment to an agent is the only income for
some to take care of their families. Similarly, agents are also advised
not to indulge in such practices which could cause them loss of agency
income.

2.1 Types of Agents

I) Insurance Agent

Representative of an insurance company in soliciting and servicing

policyholders. An agent's knowledge concerning an insurance
transaction is said to be the knowledge of the insurance company as
well. Wrongful acts of the agent are the responsibility of the company;
these bind the company to the customer. Notice given by an insured to
the agent is the same as notice to the company.

Individual who is licensed by a state to sell insurance for one or more

specific insurance companies.
Code of Conduct for Insurance Agents

Every insurance agent shall,

• Identify himself and the insurance company of whom he is an
insurance agent;
• Disclose his licence to the prospect on demand;
• Disseminate the requisite information in respect of insurance
products offered for sale by his insurer and take into account the
needs of the prospect while recommending a specific insurance
plan;
• Disclose the scales of commission in respect of the insurance
product offered for sale, if asked by the prospect;
• Indicate the premium to be charged by the insurer for the
insurance product offered for sale;
• Explain to the prospect the nature of information required in the
proposal form by the insurer, and also the importance of
disclosure of material information in the purchase of an
insurance contract;
• Bring to the notice of the insurer any adverse habits or income
inconsistency of the prospect, in the form of a report (called
“Insurance Agent’s Confidential Report”) along with every
proposal submitted to the insurer, and any material fact that
may adversely affect the underwriting decision of the insurer as
regards acceptance of the proposal, by making all reasonable
enquiries about the prospect;
• Inform promptly the prospect about the acceptance or rejection
of the proposal by the insurer;
• Obtain the requisite documents at the time of filing the proposal
form with the insurer; and other documents subsequently asked
for by the insurer for completion of the proposal;
 • Render necessary assistance to the policyholders or claimants or
beneficiaries in complying with the requirements for settlement
of claims by the insurer;
• Advise every individual policyholder to effect nomination or
assignment or change of address or exercise of options, as the
case may be, and offer necessary assistance in this behalf,
wherever necessary;

No insurance agent shall,

• Solicit or procure insurance business without holding a valid

licence;
• Induce the prospect to omit any material information in the
proposal form;
• Induce the prospect to submit wrong information in the proposal
form or documents submitted to the insurer for acceptance of
the proposal;
• Behave in a discourteous manner with the prospect;
• Interfere with any proposal introduced by any other insurance
agent;
• Offer different rates, advantages, terms and conditions other
than those offered by his insurer;
• Demand or receive a share of proceeds from the beneficiary
under an insurance contract;
• Force a policyholder to terminate the existing policy and to effect
a new proposal from him within three years from the date of
such termination;
• Have, in case of a corporate agent, a portfolio of insurance
business under which the premium is in excess of fifty percent of
total premium procured, in any year, from one person (who is not
an individual) or one organisation or one group of organisations;
• Apply for fresh licence to act as an insurance agent, if his licence
was earlier cancelled by the designated person, and a period of
five years has not elapsed from the date of such cancellation;
• Become or remain a director of any insurance company;
• Every insurance agent shall, with a view to conserve the
insurance business already procured through him, make every
attempt to ensure remittance of the premiums by the
policyholders within the stipulated time, by giving notice to the
policyholder orally and in writing;

II) Corporate Agent

An individual appointed by the insurance firm to examine the use of

corporate insurance by publicly held firms is known as corporate
agent.

Every Licensed Corporate Agent shall abide by the code of

conduct specified below:
Every corporate agent shall:
• Be responsible for all acts of omission and commission of its
corporate insurance executive and every specified person;
• Ensure that the corporate insurance executive and all specified
persons are properly trained, skilled and knowledgeable in the
insurance products they market;
• Ensure that the corporate insurance executive and the specified
person do not make to the prospect any misrepresentation on
policy benefits and returns available under the policy;
• Ensure that no prospect is forced to buy an insurance product;
• Give adequate pre-sales and post-sales advice to the insured in
respect of the insurance product;
• Extend all possible help and cooperation to an insured in
completion of all formalities and documentation in the event of a
claim;
• Give due publicity to the fact that the corporate agent does not
underwrite the risk or act as an insurer;
• Enter into service level agreements with the insurer in which the
duties and responsibilities of both are defined. Every corporate
agent or a corporate insurance executive or a specified person
shall also follow the code of conduct specified below:
Every corporate agent/ corporate insurance executive/ specified
person shall,---
• Identify himself and the insurance company of whom he is a
representative;
• Disclose his licence/ certificate to the prospect on demand;
• Disseminate the requisite information in respect of insurance
products offered for sale by his insurer and take into account the
needs of the prospect while recommending a specific insurance
plan;
• Disclose the scales of commission in respect of the insurance
product offered for sale, if asked by the prospect;
• Indicate the premium to be charged by the insurer for the
insurance product offered for sale;
• Explain to the prospect the nature of information required in the
proposal form by the insurer, and also the importance of
disclosure of material information in the purchase of an
insurance contract;
• Bring to the notice of the insurer any adverse habits or income
inconsistency of the prospect, in the form of a report (called
“Insurance Agent’s Confidential Report”) along with every
proposal submitted to the insurer, and any material fact that
 may adversely affect the underwriting decision of the insurer as
regards acceptance of the proposal, by making all reasonable
enquiries about the prospect;
• Inform promptly the prospect about the acceptance or rejection
of the proposal by the insurer;
• Obtain the requisite documents at the time of filing the proposal
form with the insurer; and other documents subsequently asked
for by the insurer for completion of the proposal;
• Render necessary assistance to the policyholders or claimants or
beneficiaries in complying with the requirements for settlement
of claims by the insurer;
• Advise every individual policyholder to effect nomination or
assignment or change of address or exercise of options, as the
case may be, and offer necessary assistance in this behalf,
wherever necessary;

No corporate agent/ corporate insurance executive/ specified

person shall,---
• Solicit or procure insurance business without holding a valid
licence/ certificate;
• Induce the prospect to omit any material information in the
proposal form;
• Induce the prospect to submit wrong information in the proposal
form or documents submitted to the insurer for acceptance of
the proposal;
• Behave in a discourteous manner with the prospect;
• Interfere with any proposal introduced by any other specified
person or any insurance intermediary;
• Offer different rates, advantages, terms and conditions other
than those offered by his insurer;
• Demand or receive a share of proceeds from the beneficiary
under an insurance contract;
• Force a policyholder to terminate the existing policy and to effect
a new proposal from him within three years from the date of
such termination;
• No corporate agent shall have a portfolio of insurance business
from one person or one organization or one group of
organizations under which the premium is in excess of fifty
percent of total premium procured in any year;
• Apply for fresh licence to act as an insurance agent, if his licence
was earlier cancelled by the designated person, and a period of
five years has not elapsed from the date of such cancellation;
• Become or remain a director of any insurance company;
• Every corporate agent shall, with a view to conserve the
insurance business already procured through him, make every
attempt to ensure remittance of the premiums by the
policyholders within the stipulated time, by giving notice to the
policyholder orally and in writing.
• No director of a company or a partner of a firm or the chief
executive or a corporate insurance executive or a specified
person shall hold similar position with another corporate agent of
any other insurance company.

III) Insurance Broker.

An Insurance Broker is someone who represents you with your

insurance transactions, unlike an insurance agent, who represents
the insurance company.
Every Insurance Broker shall follow recognised standards of
professional conduct and discharge his functions in the interest of
the policyholders.
Conduct in matters relating to clients relationship— Every
insurance broker shall:
conduct its dealings with clients with utmost good faith and integrity
at all times;
• Act with care and diligence;
• Ensure that the client understands his relationship with the
broker and on whose behalf the broker is acting;
• Treat all information supplied by the prospective clients as
completely confidential to themselves and to the insurer(s) to
which the business is being offered;
• Take appropriate steps to maintain the security of confidential
documents in their possession;
• Hold specific authority of client to develop terms;
• Understand the type of client it is dealing with and the extent of
the client’s awareness of risk and insurance;
• Obtain written mandate from client to represent the client to the
insurer and communicate the grant of a cover to the client after
effecting insurance;
• Obtain written mandate from client to represent the client to the
insurer/ reinsurer; and confirm cover to the insurer after
effecting re-insurance, and submit relevant reinsurance
acceptance and placement slips;
• Avoid conflict of interest.

Conduct in matters relating to Sales practices— Every

insurance Broker shall:
• Confirm that it is a member of the Insurance Brokers Association
of India or such a body of brokers as approved by the Authority
which has a memorandum of understanding with the Authority;
• Confirm that he does not employ agents or canvassers to bring in
business;
• Identify itself and explain as soon as possible the degree of
choice in the products that are on offer;
• Ensure that the client understands the type of service it can
offer;
• Ensure that the policy proposed is suitable to the needs of the
prospective client;
• Give advice only on those matters in which it is knowledgeable
and seek or recommend other specialist for advice when
necessary;
• Not make inaccurate or unfair criticisms of any insurer or any
member of the Insurance Brokers Association of India or member
of such body of brokers as approved by the Authority;
• Explain why a policy or policies are proposed and provide
comparisons in terms of price, cover or service where there is a
choice of products;
• State the period of cover for which the quotation remains valid if
the proposed cover is not effected immediately;
• Explain when and how the premium is payable and how such
premium is to be collected, where another party is financing all
or part of the premium, full details shall be given to the client
including any obligations that the client may owe to that party;
and
• Explain the procedures to follow in the event of a loss.
Conduct in relation to furnishing of information — Every
insurance broker shall: —

• Ensure that the consequences of non-disclosure and inaccuracies

are pointed out to the prospective client;
• Avoid influencing the prospective client and make it clear that all
the answers or statements given are the latter's -own
responsibility. Ask the client to carefully check details of
information given in the documents and request the client to
make true, fair and complete disclosure where it believes that
the client has not done so and in case further disclosure is not
forthcoming it should consider declining to act further;
• Explain to the client the importance of disclosing all subsequent
changes that might affect the insurance throughout the duration
of the policy; and
• Disclose on behalf of its client all material facts within its
knowledge and give a fair presentation of the risk.

Conduct in relation to explanation of insurance contract —

Every insurance broker shall:
• Provide the list of insurer(s) participating under the insurance
contract and advise any subsequent changes thereafter;
• Explain all the essential provisions of the cover afforded by the
policy recommended by him so that, as far as possible, the
prospective client understands what is being purchased;
• Quote terms exactly as provided by insurer;
• Draw attention to any warranty imposed under the policy, major
or unusual restrictions, exclusions under the policy and explain
how the contract may be cancelled;
• Provide the client with prompt written confirmation that
insurance has been effected. If the final policy wording is not
included with this confirmation, the same shall be forwarded as
soon as possible;
• Notify changes to the terms and conditions of any insurance
contract and give reasonable notice before any changes take
effect;
• Advise its clients of any insurance proposed on their behalf which
will be effected with an insurer outside India, where permitted,
and, if appropriate, of the possible risks involved; and

Conduct in relation to renewal of policies — Every insurance

broker shall:—

• Ensure that its client is aware of the expiry date of the insurance
even if it chooses not to offer further cover to the client;
• Ensure that renewal notices contain a warning about the duty of
disclosure including the necessity to advise changes affecting
the policy, which have occurred since the policy inception or the
last renewal date;
• Ensure that renewal notices contain a requirement for keeping a
record (including copies of letters) of all information supplied to
the insurer for the purpose of renewal of the contract;
 • Ensure that the client receives the insurer's renewal invitation
well in time before the expiry date.

Conduct in relation to claim by client— Every insurance broker

shall: —

• Explain to its clients their obligation to notify claims promptly

and to disclose all material facts and advise subsequent
developments as soon as possible;
• Request the client to make true, fair and complete disclosure
where it believes that the client has not done so. If further
disclosure is not forthcoming it shall consider declining to act
further for the client;
• Give prompt advice to the client of any requirements concerning
the claim;
• Forward any information received from the client regarding a
claim or an incident that may give rise to a claim without delay,
and in any event within three working days;
• Advise the client without delay of the insurer's decision or
otherwise of a claim; and give all reasonable assistance to the
client in pursuing his claim.
• Provided that the insurance broker shall not take up recovery
assignment on a policy contract which has not been serviced
through him or should not work as a claims consultant for a
policy which has not been serviced through him.

Conduct in relation to receipt of complaints — Every insurance

broker shall:—
• Ensure that letters of instruction, policies and renewal
documents contain details of complaints handling procedures;
• Accept complaints either by phone or in writing;
 • Acknowledge a complaint within fourteen days from the receipt
of correspondence, advise the member of staff who will be
dealing with the complaint and the timetable for dealing with it;
• Ensure that response letters are sent and inform the complainant
of what he may do if he is unhappy with the response;
• Ensure that complaints are dealt with at a suitably senior level;
• Have in place a system for recording and monitoring complaints.

Conduct in relation to documentation — Every insurance broker

shall:—

• Ensure that any documents issued comply with all statutory or

regulatory requirements from time to time in force;
• Send policy documentation without avoidable delay,
• Make available, with policy documentation, advice that the
documentation shall be read carefully and retained by the client;
• Not withhold documentation from its clients without their
consent, unless adequate and justifiable reasons are disclosed in
writing and without delay to the client. Where documentation is
withheld, the client must still receive full details of the insurance
contract;
• Acknowledge receipt of all monies received in connection with an
insurance policy;
• Ensure that they reply is sent promptly or use its best
endeavours to obtain a prompt reply to all correspondence;
• Ensure that all written terms and conditions are fair in substance
and set out, clearly and in plain language, client's rights and
responsibilities; and
• Subject to the payment of any monies owed to it, make available
to any new insurance broker instructed by the client all
documentation to which the client is entitled and which is
 necessary for the new insurance broker to act on behalf of the
client.

Conduct in matters relating to advertising — Every insurance

broker shall conform to the relevant provisions of the Insurance
Regulatory and Development Authority (Insurance Advertisements and
Disclosure) Regulations, 2000, and :—

• Ensure that statements made are not misleading or extravagant;

• Where appropriate, distinguish between contractual benefits
which the insurance policy is bound to provide and non-
contractual benefits which may be provided;
• Ensure that advertisements shall not be restricted to the policies
of one insurer, except where the reasons for such restriction are
fully explained with the prior approval of that insurer;
• Ensure that advertisements contain nothing which is in breach of
the law nor omit anything which the law requires;
• Ensure that advertisement does not encourage or condone
defiance or breach of the law;
• Ensure that advertisements contain nothing which is likely, in the
light of generally prevailing standards of decency and propriety,
to cause grave or widespread offence or to cause disharmony;
• Ensure that advertisements are not so framed as to abuse the
trust of clients or exploit their lack of experience or knowledge;
• Ensure that all descriptions, claims and comparisons, which
relate to matters of objectively ascertainable fact shall be
capable of substantiation.

Conduct in matters relating receipt of remuneration— Every

insurance broker shall:—

• Disclose whether in addition to the remuneration prescribed

under these regulations, he proposes to charge the client, and if
so in what manner;
• Advise the client in writing of the insurance premium and any
fees or charges separately and the purpose of any related
services;
• If requested by a client, disclose the amount of remuneration or
other remuneration it receives as a result of effecting insurance
for that client. This will include any payment received as a result
of securing on behalf of the client any service additional to the
arrangement of the contract of insurance; and
• Advise its clients, prior to effecting the insurance, of their
intention to make any deductions from the amount of claim
collected for a client, where this is a recognised practice for the
type of insurance concerned.

Conduct in relation to matters relating to training — Every

insurance broker shall:
• That its staff are aware of and adhere to the standards expected
of them by this code;
• Ensure that staff are competent, suitable and have been given
adequate training;
• Ensure that there is a system in place to monitor the quality of
advice given by its staff;
• Ensure that members of staff are aware of legal requirements
including the law of agency affecting their activities; and only
handle classes of business in which they are competent;
• Draw the attention of the client to Section 41 of the Act, which
prohibits rebating and sharing of commission.
• Every insurance broker shall display in every office where it is
carrying on business and to which the public have access a
notice to the effect that a copy of the code of conduct is
available upon request and that if a member of the public wishes
 to make a complaint or requires the assistance of the Authority
in resolving a dispute, he may write to the Authority.
• An insurance broker as defined in these regulations shall not act
as an insurance agent of any insurer under section 42 of the Act.
• Every insurance broker shall abide by the provisions of the
Insurance Act,1938 (4 of 1938), Insurance Regulatory And
Development Authority Act 1999(41 of 1999), rules and
regulations made there under which may be applicable and
relevant to the activities carried on by them as insurance
brokers.

Bank-led
Channels
The banking and insurance industry have changed rapidly in the
changing and challenging economic environment throughout the
world. In the competitive and
liberalized environment everyone is trying to do better than others and
consequently survival of the fittest has come into effect. Insurance
companies
are also to be competitive by cutting cost and serving in a better
way to the customers.

To streamline the saving into insurance, Bancassurance is the best

channel to
tackle four challenges facing the industry :- product innovation,
distribution, customer service and investments.

3.1 Definition of Bancassurance.

Bancassurance, known as Alfinanze and most popular in Europe is the

simplest way of distribution of insurance products through a bank
distribution channel. It is basically selling insurance products and
services by leveraging the vast customer base of a bank and fulfil the
bankjng and insurance needs of the customers at the same time. It
takes the various forms depending upon the demography, economic
and legislative climate of the country, while demographic climate will
determine the kinds of insurance products, economic climate will
determine the trends in terms of turnover, market shares etc,
legislative climate will decide the periphery within which
bancassurance has to operate.

3.2 Benefits of Bancassurance.

 Bancassurance as an important tool in the hands of bankers insurers
and customers to maximise their benefits at a time. As everybody is a
winner
in this system, their respective benefits are given below :-
• From the viewpoint of Bankers :-
Bankers have power, existing structure to relate to the customers
needs why bank will enter in this area the reasons behind it are given
below :-
I) In a situation of constant asset base the bank can
increases Return on Assets (ROA)by increasing their income,
by selling insurance products through their own channel. It
can cover operating expenses and make operating expenses
profitable by leveraging their distribution and processing
capabilities.
II) The bankers have a branch network to make face to face
contact with the customers and a great deal of trust over the
customers. By leveraging the facilities, the bankers can guess
the attitude and diverse needs of the customers and could
change the face of insurance distribution to personal line
insurance.
III) Banks enjoy significant brand awareness within their
geographical region providing for a lower per lead cost when
advertising through print, radio and television. The advantage
of a bank over traditional distributors is the lower cost per
sales lead made possible by their sizeable loyal customer
base.
IV) Banks have extensive experience in marketing to both
existing customers and non-customers. They also use
technology access multiple communication channels such as
statement inserts, direct mail, A TMS, telemarketing etc for
 the improvement in transaction processing and customer
service.

• From the view point of Insurer :-

I) The insurer can increase their volume of business

through banking distribution channel and gain better.
II) If can solve the difficulties arising out of price
competition which has driven down the margins and
increased the compensation demand of successful agents.
III) Through agents the insurer can only sell fewer
and larger policies to a more up scale client. Mainly
middleclass income holders who comprise the bulk of bank
customers get very little attention. By using bank channel the
insurer can capture much of its under served market.
IV) By cutting cost insurers can serve better to the
customer in terms lower premium rate and better risk
coverage through product diversification.

• From the customers' view point :-

I) Product innovation and distribution activities are

directed towards the satisfaction of the needs of the
customer. Bancassurance model assists customers in terms of
reduced price, diversified products quality products, in time
and doorstep service,
 Internet-led
Channels
Some commentators suggest that due to the lower costs associated
with direct response and Internet-led channels that these are actually
the superior method of distributing insurance and that consumers are
ill-served by other distribution channels. Under direct response, which
is primarily used in personal lines insurance, customers are found
through advertising on television, radio, newspapers, magazines, direct
mail, or other methods. This area is where the Internet appears to have
the greatest potential. No sales agents are employed. However, the
policies sold in this manner tend to be fairly standardized and more
specialized and less costly than other policies. Examples are accident
insurance, hospital indemnity, term life, automobile, home, and short-
term disability income contracts.

In spite of this contention, direct response and Internet-led channels

still do not have significant market share. According to Trieschmann et
al. (2005), by 2001 direct response channels represented about 8
percent of the personal lines market. Is this due to regulatory or other
institutional barriers? There is very little evidence to suggest that there
are any meaningful regulatory or other institutional barriers that are
contributing to the very modest impact that direct response or
Internet-led channels have had on the distribution of insurance.
Instead, it appears that these channels are ill-suited at providing the
level or type of service and support that most consumers are seeking
in connection with the purchase of insurance.
 Conclusion
1 We need more alternative channels in India to sharply increase
penetration levels.
2 Emergence of new channels is in the interest of consumers.
3 Widening and strengthening the channels will help the insurance
industry to become more competitive and healthy.

References
1 Various web links on internet.
2 FICCI Presentation by R Krishnamurthy.
3 White Paper on Distribution Channels.
4 IRDA website.