In support of the Insurance Regulatory and Development Authority of India’s (IRDAI) vision of ‘Insurance for All by 2047,’ Tata AIA Life Insurance Co Ltd (Tata AIA) has conducted a series of activities in West Bengal’s urban, semi-urban, and rural areas to raise awareness and penetration of insurance. The activities include on-ground events at company branches and partner branches, focus group discussions with citizens, distribution network training programmes and special awareness drives in coordination with regulators and industry peers, according to a media statement here on Thursday. Tata AIA launched a unique on-ground initiative, ‘Bimarath’ in November’23. The Bimarath (Promotional van with a large LED display to show videos) travelled to five districts of North Bengal, including Siliguri, Malda, Coochbeher, Jalpaiguri, and Alipurduar. There were free health checkup camps organised in these districts, which more than 450 people attended.
In December’23 the Bimarath organized by Tata AIA covered Kolkata metropolitan region and all districts (Howrah, Hooghly, North 24 Pargana, Nadia, Mushidabad, Burdwan, Bankura and Purulia) of South Bengal. The company organized health check-up camps and other engagement activities to raise awareness about the importance of life insurance. The Bimarath activity also reached rural locations of Howra and Hooghly. This was done in partnership with Common Service Centers to spread the message of insurance among rural consumers. Over 125_people benefited from the program. To drive penetration, Village Level Entrepreneurs associated with these Common Service Centers are buying trained to effectively promote insurance solutions, that are relevant to rural consumers. In Barackpore in the North 24 Parganas district, the Company held a session with transgender community.
In an hour-long interaction, participants learned the benefits of purchasing insurance to protect their financial needs and an opportunity to see how they could get recruited as advisors and learn how to generate income for their well-being. Tata AIA employees and representatives visited employment exchanges, colleges, community welfare organisations and building societies, conducting over 400 training sessions in the state to provide an overview of life insurance and encourage people to consider a career in life insurance. The event saw over 10,000 attendees which led to hiring of nearly 325 New Licentiate Agents (NLA), making the agency’s total strength more than 8537 agents. Girish Kalra, Chief Marketing Officer of Tata AIA Life Insurance, said, “At Tata AIA, we are committed to spread the message of insurance in West Bengal and work towards bringing them into the insurance fold, thereby securing their loved ones. We have taken several steps including organizing Bimarath, Awareness workshops along with our Advisors, Bank partners and CSC partner. Making sure that our efforts are inclusive, we have conducted insurance awareness sessions with Transgenders. We will continue to expand on our activities, to enable the people of West Bengal to live a secured and Fiker-free life. ”