Srei Sahaj e-Village Limited, a subsidiary of the Kolkata-based Srei Infrastructure Finance Limited, has tied up with DLF Pramerica Life Insurance Company Limited to set in motion ‘Tatkaal Baithaks’, a unique insurance awareness initiative targeted at the under served rural markets in the country.
DLF Pramerica Life Insurance Company Limited is a joint venture between DLF Limited, the country's largest real estate developer and Prudential International Insurance Holdings Limited, a fully owned subsidiary of the US-based Prudential Financial Inc. This month-long insurance awareness campaign aims to generate awareness about the need and benefits of life insurance among rural customers.
In the first phase, the Tatkaal Baithaks will touch approximately 10 lakh customers in 93 villages across Bihar, Orissa and eastern Uttar Pradesh.
It may be noted that Srei e-Village Limited has a strategic partnership with DLF Pramerica Life Insurance to make life insurance products and services accessible to thousands of villages across India.
Talking about the significance of this initiative, Kapil Mehta, managing director and chief executive officer of DLF Pramerica Life Insurance said, “I believe that life insurance is extremely important for the financial security and well-being of any family. Therefore, it is unfortunate that a large population of people who reside in the under served markets of rural India have no knowledge of or access to life insurance.”
“Through our initiative of Tatkaal Baithaks, we aim to reach out to a large base of rural customers to educate them about life insurance, and also to make life insurance products easily accessible to them. Our service platform is designed to minimize the paper-work and processing time requirements in order to provide hassle-free life insurance for the rural customers who may not be very educated about this type of product, and prefer a simpler process of buying life insurance”, he added.