Insurance is one of the sectors which play a very important role in the entire financial system of India and also work as a socio economical category function which is very important. It covers the interior areas of country’s economy. Undoubtedly it is one of the fastest developing and moving areas of the financial sector of India. It is continuously facilitating the overall development of economy with a broad objective to build up an effective as well as an efficient business of insurance in India. It also provides a strong base to cater the needs of economy as well as social economical objectives of the country. It has been found that it is organising a long term Savings for supporting the overall growth of economy and making of facilitating the coverage of insurance towards a larger segment of public at large. On the other hand the non life insurance and various firms doing reinsurance in India are found to be the core providers of financing of the risk for managing the natural risks as well as various man-made disasters. This era is of liberalised economy where it is not possible for any country to avoid the guidelines or conditions of world trade organisation. The very common feature of such guidelines is the law of survival in which the fittest competitor will be taking of the market. The today’s corporate world the need of making appropriate and effective utilisation of tricks of marketing is supposed to be the most priority of an organisation because an organisation has to make production with the cost consciousness. The major problem or objective of this study is exploring the marketing strategies of insurance companies in India in form of a competitive study with the major focus on Life Insurance Company.