Kolkata, 15 January 2024: 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) 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.
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, Malada, 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.
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