Insurance has a very crucial role in Indian scenario. And when it comes to the life insurance industry, Life Insurance Corporation of India owns the major market share in the Indian insurance sector. LIC agents play a dominant role in making the insurance products available to the customers. But they confront various stumbling blocks while marketing. Objectives: The main purpose of the study is to evaluate whether the agents are satisfied with the services provided by LIC and to analyse the problems they face during marketing. Methodology: Primary data has been collected from the LIC agents using questionnaire and secondary data sources are LIC reports and websites. Findings: Agents are considerably satisfied with the services provided to them by LIC. They face problems in terms of rigorous regulations, competitions, difficulties in convincing customers, delay of grievance redressal mechanism and lack of increments in commission.
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