Agent Relationship Marketing
LIC's primary marketing vehicle is its one-million-strong agent force, each maintaining personal long-term relationships with policyholders across generations. This relationship marketing model drives referrals, renewals, and cross-selling with minimal advertising cost, generating the majority of new business premium through trust-based personal selling.
Government Scheme Administration
LIC leverages its role as administrator of Pradhan Mantri Jeevan Jyoti Bima Yojana and other government social insurance schemes to establish brand presence among hundreds of millions of low-income households, converting social scheme participants into commercial policyholder prospects over time.