Abstract
Health insurance market in India has become the fastest growing segment in non –life insurance sector in India. The health insurance business in India saw a 24% growth in FY 17 with a premium of INR 30,765 Cr and a market share of 24%. It has been the fastest growing market segment registering a CAGR of 23% for the past 10 years. Health insurance industry is in a nascent stage with 25% of population under its coverage. There exists a huge potential for growth and penetration of health insurance to a large population. Going forward there are both opportunities and obstacles in marketing and distribution of health insurance products in India. This paper attempts to uncover the prospects of successful marketing of such products from the standpoint of insurance marketers and look at issues of impeding the growth of health insurance market in India. Keywords: Challenges, Drivers, General insurance, Health insurance, Opportunities, India.
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