International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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A STUDY ON ANALYSIS OF INDIAN BANCASSURANCE – SWOT STRATEGY AND CHALLENGES

    2 Author(s):  S. MAHESH KUMAR , N. RAMAKRISHNA

Vol -  5, Issue- 5 ,         Page(s) : 162 - 173  (2014 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

The paper analyses the process of integration financial services – Bancassurance – in service innovation and marketing aspect, focused on banking and insurance companies. New tendencies such globalization, integration, disintermediation and deregulation give the basis for new dimensions in the financial services industry and we cannot forget the effect of the financial crisis. This paper attempts to explore the marketing strategies for Bancassurance models as feasible source of sustainable income to banking sector by exploiting the synergy in the context of India having the largest banking network on the one hand and lower insurance penetration and insurance density on the other hand.

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