Generally, people do now not have much awareness on insurance policies within the services rendered via LIC. It is the conclusion for the need of an insurance policy after the lack of existence and belongings in a coincidence. It is usually held conviction that insurance is a sheer waste and takes great effort to take away this mind-set amongst people. The successes of the insurance companies rely on the awareness amongst policyholders approximately coverage merchandise and delight of the policyholders concerning offerings rendered by the coverage business enterprise. Customer pleasure relies upon upon how the patron perceives the guidelines provided with the aid of a coverage business enterprise and how they have thrilled by way of its services. By understanding, customers’ awareness degree approximately the goods, perception approximately coverage products, provider satisfaction and pride level, the advertising crew can compete with other competition to preserve the prevailing customers in addition to get new clients. The gift have a look at is tried to recognize how customers understand life coverage products, carrier excellent and delight ranges of coverage holders of the Life Insurance Corporation of India.