In spite of the goodwill, trust and established network of the government corporations, private insurance companies are gaining their market share considerably in a very short tenure, and this rapid change is observed in India. The private companies focus on friendly approach and better service. This paper aims at studying the market potential for ING Vysya Life Insurance Company, one of the private insurance companies.

ING Vysya Life Insurance Company entered the life insurance market in September 2001. Within a period of five years, it established itself as an unique life insurance brand with its innovative, attractive and customer friendly products.

The company has nearly 21,000 people employed as sales personnel, working at different locations in the 140 branches across 74 major cities throughout the country. The company also sells its products through ING Vysya Bank Network. It has a customer base of over 4,50,000, and it is headquartered at Bangalore.

ING Vysya Life Insurance Company wants to make customers look at life insurance differently—not just as a device for tax savings, but also as a protection to life. The one thing that they hold in highest esteem is `life' itself. Their thrust is to enhance the quality of life, in addition to safeguarding individual security. Thus, their core values are professional, entrepreneurial, trustworthy and approachable.

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