Sahaj Insurance Services Pvt Ltd, part of Sahaj Retail Ltd, has received a corporate agency licence from the Insurance Regulatory and Development Authority of India (IRDAI) to provide a vast range of insurance products tailored to the rural demographic. The initiative targets the sale of 10 crore insurance policies within the first year of operation, focusing on simple, affordable, and easily accessible insurance options. Sahaj operates through a network of around 4.5 lakh rural centres staffed by trained Sahaj Mitrs, who assist customers with digital onboarding, claims, and multilingual support. The products cover life, health, accident, crop, livestock, and micro-insurance, developed with leading insurers and aimed at low-premium, highly relevant policies suited for households engaged in agrarian and informal sectors. By integrating government-backed schemes, Sahaj hopes to bolster financial inclusion across underserved regions. The company is presently active in states such as Bihar, Uttar Pradesh, West Bengal, the North East, and Odisha, with plans to extend its reach across central and eastern India.