Published Paper Details:

Indian General Insurance market is one of the dynamic, a clear depiction of rapid growth on an overall perspective, operating its business for assuring the protection of the people. It is in the forefront of the security needs of the society and its people. In the year 2018-19 General insurance sector has a significant rise in the gross written premiums compared to the previous years. Non-life insurance has an integral role in the socio-economic growth and development of every nation by providing its services in all segments of the society. It is seen in the rural areas of the nation especially the remote inner areas are still neglected with the services of general insurance. That is certain extend of the needy people of this area is still unprotected and there by insecure. IRDA has provided some measures of special services to this area by designing special rural insurance policies but unfortunately most of the insures are not initiating these since it contributes less income. This study is based on primary data pertaining to the quality of providing general insurance services in Wayanad district, Kerala. Wayanad is the smallest and under developed district in Kerala with hill stations and in some areas tribal settlement is there. Data collected from hundred randomly selected respondents through an interview schedule. Methodological framing has also done. The main focus of the study is to examine whether the insurance companies potentially utilise the opportunities of the rural market in order to fill the gap of protecting the security requirements of rural mass.