Max Life Insurance Co. Ltd. is set to amplify its footprint in East India with the launch of the ‘Aarohan’ initiative, expanding to 21 new Tier 3 and Tier 4 cities. This expansion aims to bridge the insurance gap in underserved regions through localized insurance awareness programs and recruitment of community-based life advisors.
The initiative also introduces the ‘DigiSaarthi’ project, which will make 15 new branches fully digital. This transformation will enhance customer experience with on-call support, virtual advisor assistance, and modernized branch services.
In Guwahati, this expansion is poised to make a significant impact. The local market will benefit from increased insurance accessibility and service innovation. The introduction of new, digital branches and locally recruited advisors will address existing coverage gaps and enhance customer engagement in the city.Sumit Madan, Chief Distribution Officer at Max Life, highlighted the initiative’s alignment with IRDAI’s ‘Insurance for All by 2047’ vision. “Aarohan aims to make insurance more accessible and support job creation in emerging markets,” he said. “Our focus on rural and semi-urban areas reflects our commitment to inclusive growth and community integration.”
