• Investment World
• eWorld
• Brand Line
• Mentor
• Life
• Brand Quest
• The New Manager
• Smartbuy

Stocks

• Quotes
• SE Diary
• Scoreboard
• Open-End Mutual Fund

Cross Currency

• Rates
  
  

Shipping

• Ports
  
  

Archives

• Yesterday
• Datewise
• Resources
• In Focus
• In Depth
• Events 2007

Group Sites

• The Hindu
• The Hindu ePaper
• Business Line
• Business Line ePaper
• Sportstar
• Frontline
• The Hindu eBooks
• The Hindu Images

K.R.Srivats

New Delhi, Aug 26 Max New York Life Insurance Co Ltd plans to expand aggressively in the South this fiscal, a top company official has said.

“We already have well dispersed presence in North and Western India. Bulk of the expansion will happen in South this year. By the end of the year, we will be in 75 towns with 125 offices”, Mr Debhasis Sarkar, Senior Director & Chief Marketing Officer, MNYLI, told Business Line, after unveiling the company’s new consumer-oriented brand positioning here.

MNYLI currently has 366 offices in 223 cities and aims to expand presence to 1,000 cities with about 1,600 offices by 2012.

The company has coined a new tagline “Karo Zyaada ka Iraada” to represent an ambitious and assertive India that is ready to compete for more, demand more, dream more and live more to create a better today and brighter tomorrow.

Studies conducted by Mckinsey Global Institute and demographic research by Max New York Life Insurance point to the modern Indian consumer as predominantly young and more confident than ever before, willing to take risks and unabashedly ambitious. This radical change in the thought process of the consumer has inspired MNYLI to revamp the brand and change the tagline from “Your Partner for Life” to “Karo Zyaada Ka Iraada”, Mr Sarkar said.

More Stories on : Life Insurance | Brands

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Copyright © 2008, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line