LIC Enters Strategic Partnership with Sahaj to Expand Rural Insurance Coverage

• The partnership focuses on expanding life insurance access in rural and semi-urban areas.
• Sahaj’s centers will support policy enrollment, servicing, and claims.
• The initiative aims to raise insurance awareness and support financial inclusion.

Life Insurance Corporation of India (LIC) has partnered with Sahaj Insurance Services Private Limited to expand access to life insurance across rural and semi-urban India. The collaboration aims to bring insurance products closer to communities where awareness and coverage remain limited.

Under the agreement, Sahaj will use its assisted digital service network to help citizens understand, enroll in, and manage LIC life insurance policies. The initiative focuses on simplifying insurance services and improving reach in underserved regions.

LIC said the partnership aligns with its long-standing goal of providing life insurance protection to every section of society. By working with Sahaj, the insurer expects to strengthen its presence beyond urban centers and reach more families with reliable financial protection.

Sahaj Insurance Services said the collaboration combines LIC’s trusted brand with its own strong last-mile delivery model. Through digitally enabled rural centers, Sahaj will support customers with onboarding, policy servicing, and claims assistance. The partnership is expected to improve insurance literacy and encourage wider adoption of life insurance products.

Sahaj Insurance Services is a wholly owned subsidiary of Sahaj Retail and operates under the Kanoria Foundation initiative. The company recently received a corporate agency license from the Insurance Regulatory and Development Authority of India (IRDAI), allowing it to distribute insurance products nationwide.

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Sahaj runs a network of nearly 4.5 lakh digital rural centers, serving more than 70 crore citizens. Its insurance operations focus on offering affordable, easy-to-understand products with on-ground support from trained representatives known as Sahaj Mitras.

In addition to LIC policies, Sahaj centers will also help citizens access government-backed insurance and social security schemes. The partnership is expected to support India’s broader goals of financial inclusion and social security by making insurance more accessible, transparent, and customer-friendly for rural communities.