With the Indian government further opening up the doors to increase FDI to 49 percent, the Indian insurance industry has entered into a state of flux. This has, in turn, attracted major players from around the world. Though several of the early entrants in this space grabbed a large portion of the opportunity pie, few failed to keep their promises, as they fell short of reaching out to their customers. But HDFC Life � a joint venture between HDFC Ltd and Standard Life - emerged as the first company to occupy an emotional space in the industry, since their inception in 2000.

"HDFC Life, as a name, has two critical aspects. HDFC, our parent company, is one of the most valuable companies in India. This parentage has added a large amount of credibility to our brand. The other aspect is 'Life', which is our primary business i.e. Life Insurance," says Sanjay Tripathy, Senior Executive Vice President, HDFC Life.

The Mumbai-based insurance company's popular tag line 'Sar Utha Ke Jiyo' means 'Always Live with Your Head Held High' and is positioned as a brand that allows people to live a life with pride and dignity. The brand characterizes its customers as a strong, independent individual for whom, living a life of pride is of the highest importance. Today, HDFC Life is one of the leading insurance companies in India, offering a range of individual and group insurance solutions that meet several customers' needs in the space of protection, pension, savings & investment and health, along with specific plans for women and children.

An Enabler of Financial Independence

People associate financial independence with pride and as a life insurance company HDFC Life promises to offer this independence through its investment products that provide financial security throughout their customers' lives. Its life insurance cover ensures that the customer's family always stays financially independent.
Today, HDFC Life is one of the few brands to consistently position itself and deliver on one single promise, while others have wavered from theirs. This initiative helped the company to successfully park itself in the mind of the customers as an entity that strives to deliver its brand promise.