Reliance Life

Smarter Planet Leadership Series: Transforming distribution to bring security within reach

Published on 26 Aug 2011

Reliance Life


Deployment country


When C. Mohan took on the job of CTO for a small entrant into India’s newly privatized life insurance market, he brought with him a transformative vision on selling life insurance to the masses. On the strength of that vision, Reliance is on a fast path to market leadership.

Business need
Reliance launched a comprehensive self-service portal solution called Lifeline which has lowered operational costs by 30% while making the customer experience more streamlined and transparent. More importantly, the solution enabled Reliance to evolve its business model in a way that positioned it for a broader base of market growth than its competitors. For the company, this new strategy has led to industry-leading growth and a dramatic increase in market share. For the rural citizens who now find life insurance within reach, it promises a life of greater security, control and peace of mind.

Leadership is - Making the Case When C. Mohan brought his idea for low-cost, self-service distribution to Reliance’s Board and CEO, he was, in effect, asking them to make a leap of faith, since “nothing like it had yet been done in the Indian market,” says Mohan. By focusing not only on top-line growth but also on big CAPEX and OPEX savings, Mohan made a strong case for low-cost distribution as the key to profitable long-term growth. — C. Mohan, Chief Technology Officer, Reliance Life Insurance Company Limited

• 4x increase in market share from #11 to #3 provider in the Indian private life insurance market. • Greater than 50 percent reduction in time required to develop new services and features. • 30% reduction in operating costs, enabling the distribution of lowcost policies to rural, low-income households. • Avoidance of millions of dollars in capital expenditures due to lessened requirements for branch and call center build-outs.


IBM products and services that were used in this case study.

WebSphere Integration Developer, WebSphere Portal, DB2 for Linux, InfoSphere QualityStage, WebSphere MQ, WebSphere Business Modeler, WebSphere Process Server, InfoSphere DataStage

GTS Integrated Technology Services

Business Process Management (BPM), Industry Framework, Industry Leadership Framework, Service Oriented Architecture, , Social Business for Customer Engagement, Exceptional Digital Experience

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