International Journal of Scientific Research and Engineering Development

The Indian life insurance industry has undergone significant transformation due to digitalization, rising financial awareness, and evolving customer expectations. Marketing strategies play a crucial role in shaping customer perception, trust, and long-term relationships in this sector. This research paper presents a comparative analysis of the marketing strategies adopted by SBI Life Insurance and HDFC Life Insurance, two leading life insurers in India. The study is based on both primary data collected through a survey of 105 respondents and secondary data obtained from company annual reports, IRDAI publications, and existing literature from 2020 to 2025. The findings reveal that SBI Life excels in trustbased and relationship-oriented marketing, while HDFC Life leads in digital innovation and online engagement. The study concludes that a hybrid marketing model combining emotional appeal with digital efficiency is the future of insurance marketing in India.

Ms.Vibhuti Tyagi, Ms. Rupali Khurana,"A Comparative Study of Marketing Strategies of SBI Life Insurance and HDFC Life Insurance" International Journal of Scientific Research and Engineering Development, V9(1): Page(163-170) Jan-Feb 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.