Bharti AXA Life Insurance SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 5256

SWOT Analysis of Bharti AXA Life Insurance with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bharti AXA  Life Insurance

Parent Company

Bharti Enterprise and AXA Asia Pacific Holdings


Insurance and finance


Banking and Financial Services

Tagline/ Slogan

Jeevan Suraksha ka Naya Nazariya; Be Life Confident


Bharti is an established brand in India along with AXA’s global presence



Personal and Institutional Insurance

Target Group

Urban and Rural Investors


Complete Insurance and financial solutions

SWOT Analysis


1. Integrated approach to seek innovative solutions
2.  Policies for various age and economic groups
3.  International expertise of AXA group

4. Strong Marketing Campaign
5. The joint venture has a 74% stake from Bharti and 26% stake from AXA Asia Pacific Holdings Ltd
6. Bharti enterprise serves over 110 million customers


1.  Less penetration in rural India

2.  Small agent base
3. Insurance companies have a poor image when it comes to payment of dues


1. Growing rural market
2.  Earning Urban Youth

3. Cross selling through financial services such as banking


1.  Stringent Economic measures by Government and RBI
2.  Entry of new NBFCs in the sector



1.  Bajaj Allianz

2.  Sahara Life Insurance

3.  Reliance  Life Insurance

The table above concludes the Bharti AXA Life Insurance SWOT analysis along with its marketing and brand parameters.


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