Insurance is one of the most important industries in the world. Indian Insurance market has large potential, considering the country's huge and burgeoning population. The increase in population and . The increase in population and growing incomes of people in India provided opportunities for both life and non-life insurance business. There is enormous growth in life insurance business from the year 2000 as Insurance sector was privatized. Marketing is very important activity in any business particularly in Life Insurance Business. In this book, the basic structure of insurance industry and growth and development of insurance over a period of time with reference to insurance sector reforms are given. The book has given the profiles of Insurance Companise, different insurance products, growth of business over a period of time, the channels of distribution. The very important aspects such as legal framework and regulation of insurance which brought professionalism and orderliness in insurance market are also discussedin the book. Insurees attitude towards insurance products, insurance companies, pricing, after sale service are given in the book. At the end, meaningful suggestions are given to the insurance companies for effective marketing of insurance products.