Comparative Performance of Distribution Channels of Public and Private Life Insurers in India

Selling products through an intermediary has always been advantageous for the manufacturer of goods or service providers. This becomes more relevant when you are selling services and particularly a financial service. The insurance is in ambit services. Therefore, relevance channels increased to highest, because product subject persuasion, so personal contact increase market efficiency become relevant. In present study, emphasis made study marketing exhausted by life industry their products, further, comparison between public private sector companies concerning these two using sell products. span 2016-17 2021-22 during this period few new came into existence market. performance measured terms first-year individual premiums collected policies issued commonly used distribution channels. At last, it found that case Life Insurance Corporation India, channel ‘Individual Agent’ significant as compared other channels; whereas Corporate Agent-bank companies. To conclude way ANOVA Tukey Post Hoc test have applied data.