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Business Economy


Tata AIA organises Bimarath to increase insurance awareness and penetration in North Bengal

Kolkata, November 28 (UNI) TATA AIA Life Insurance Ltd, has recently launched a host of new initiatives in North Bengal in line with the Insurance Regulatory and Development Authority of India (IRDAI) vision of 'Insurance for All by 2047’.
The mission is to create awareness and educate the people in smaller towns and cities about the importance of life insurance and provide the best and simplest life and health insurance solutions. With the help of a Bimarath that will travel throughout North Bengal between 25-29 November, the initiative aims to raise awareness of the benefits and importance of life insurance in five districts, including Siliguri, Malada, Coochbeher, Jalpaiguri and Alipurduar. The activity will be continued in December to reach other locations of North Bengal and other parts of the state, according to a media statement here on Tuesday.
As part of the exercise, TATA AIA also organised free health check-up camps in these districts with the help of trained medical experts. The report of the same will be hand delivered by the Members of Tata AIA's Agency Distribution team to the people.

In another initiative running since Nov’22, Tata AIA has been executing digital and social media campaigns that has enabled it to communicate the benefits of life insurance and its solutions to over 4 crore people across the state. Using Digital, social media, OTT and other online platforms, the company reached out to consumers with the local Mascot Bimasen, highlighting the importance of various insurance solutions like Savings Plan, Pension Plans, Term Plans and Unit-linked Plans.

To deliver much-needed life insurance coverage to the rural areas of West Bengal, Tata AIA supported over 1,500 Village Level Entrepreneurs (VLEs) as part of association with Common Services Centers (CSE), an organisation run by the Ministry of Electronics & IT. Known as the last mile of distribution, a VLE provides essential government and non-government services from CSC outlets for the welfare and development of rural communities. Tata AIA provided permanent visibility at CSC outlets and trained these VLEs about life insurance solutions to help them solicit life insurance business.

Girish Kalra, Chief Marketing Officer of Tata AIA Life Insurance, said, “According to the Indian Readership Survey findings*, only 25% of people in urban West Bengal own life insurance policies. In rural West Bengal, the situation is unlikely to be better. It is, therefore, important that insurance awareness and penetration in West Bengal is increased. As a company created by the Tata Group and AIA, two leading global organisations that focus on people's welfare, we aim to inspire Indians to secure their future with consumer-centric financial products that provide protection, savings and health wellness plans.”

In West Bengal, out of the total adult population of 8.71 Crore, 3.2 Cr (36%) stays in urban areas and 5.4 Cr (64%) in rural areas. 72% of the state’s total population lives in natural calamity-prone areas. These factors make life insurance a must-have financial tool for the people of the state.

With 47 branches, Tata AIA has a widespread network in West Bengal, covering every major city and district town, including Kolkata, Siliguri, Burdwan, Durgapur, Asansol, and Haldia.
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