136 страниц. 2013 год. LAP Lambert Academic Publishing The studies related to bancassurance companies have proved to be a better capital efficiency model for banks and organizations. The prime reason for the bancassurance is the safety of after sales service and financial advice. The agents, brokers and other associates are promised on the sharing of the information with full transparency. More over, Bancassurance offers great potential for all the stakeholders and customers. Currently each bank can sell only one insurance company's product under one category but with Insurance Regulatory and Development Authority(IRDA) now considering allowing banks to sell products of multiple insurers, it is no doubt going to be the next big thing. This book studies the functioning of Bancassurance in Life insurance in Mumbai city, with the help of 4 p’s of marketing- including Product, Price, Promotion and Place, consumer buying behaviour of life insurance plans and employee's survey which includes inferences and suggestions.