Abstract: The Indian insurance sector is experiencing significant transformation driven by regulatory reforms, technological advancements, and evolving consumer preferences. Despite market liberalization and increased competition from private insurers, Life Insurance Corporation of India (LIC) continues to hold a dominant market share of over 61% in the life insurance segment (IRDAI Annual Report, 2024). This study examines LIC's performance in Hassan district, Karnataka, focusing on four key dimensions: insurance awareness and policy ownership patterns, customer satisfaction levels, competitive market dynamics, and digital service adoption. The research employed a quantitative approach using primary data collected through structured questionnaires from 100 randomly selected respondents across Hassan district, building upon the methodology for urban, semi urban and rural insurance market studies. Data was analyzed using descriptive statistics and correlation analysis to evaluate LIC's market position amidst growing competition from private insurers. The findings reveal that while LIC maintains strong brand trust and market presence, there are significant opportunities for improvement in digital service delivery and product customization. Customer awareness levels showed notable variations. The study contributes to the existing literature on regional insurance market dynamics by highlighting specific challenges in policy servicing and claim settlement processes, while identifying opportunities for enhancing customer engagement through technology integration. These insights provide actionable recommendations for LIC to strengthen its market position and improve service delivery in regional markets, contributing to the broader understanding of insurance sector dynamics in tire III districts like Hassan in India.

Keywords: Life Insurance Corporation (LIC), Insurance Awareness, Market Competition, Customer Satisfaction, Digital Transformation.

Download: | DOI: 10.17148/IMRJR.2025.020907