“…13 Indian LI literature has been wide-spreading addressing multiple facets, for example, macroeconomic issues like role of the LI reforms, role of LI in the economic development, impact of liberalization on the LI market, costs efficiency of the LI schemes, solvency test of the LI market, disinvestment impacts on the LI sector, risk management techniques of the LI industry, long term relationship between the LI industry and economic development, causes and remedies of policy lapses, service quality perception indicators, and the LI sector performance analysis have been documented. [26][27][28][29][30][31][32][33][34][35] Moreover, studies on customer-related aspects such as the buying behaviour about LI, motivators of the LI demand, attitudes towards the LI companies, role of post office saving bank accounts in spreading the LI, dispute settlement mechanisms, understanding rural customers' behaviours and customer satisfaction, preferences and satisfaction levels in changing environment and assaying the Life Insurance of India (LICI)'s success in countering private players' exaggerated advertisements, status, and role of microinsurance have been attempted. [36][37][38][39][40][41][42][43][44] Furthermore, financial illiteracy to lack of trust in insurance products causing India's poor demand for LI have also been identified notwithstanding Indian LI market is considered as the world's most dynamic and innovative microinsurance market.…”