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The case discusses the current market situation for insurers in India. It examines the changing trends in customers'' expectations and emphasises the need for insurers to change their strategies accordingly. The potential of the rural market and ways to tap the opportunity have also been suggested. The case also emphasises the need to train sales agents and make them more efficient. The case is structured to enable students to: (1) understand the present competitive situation in the Indian insurance market; (2) understand the changing trends and preferences of customers; (3) understand the importance of making the agents in India more professional; (4) discuss the potential of the rural market in India; and (5) understand the importance of training sales agents. The case is aimed at MBA/PGDBA students, and is intended to be part of the insurance marketing or services marketing curriculum.