Srinagar, Aug 17: Reinforcing its customer-centric approach to expand access to financial protection, J&K Bank has entered into a Corporate Agency Agreement (CAA) with HDFC Life – one of India’s leading life insurance companies. The strategic partnership will enable the Bank’s customers to access HDFC Life’s comprehensive suite of products designed for various life stages, ranging from Protection, Savings and Investment, Retirement Planning, etc.

The partnership was formally announced in the presence of the Bank’s MD & CEO Amitava Chatterjee, HDFC Life’s MD & CEO Vibha Padalkar, Executive Director & Chief Business Officer Vineet Arora, Chief Operating Officer Sameer Yogishwar, Chief Bancassurance Officer Lavneesh Gupta, Group Head – Strategic & Key Alliances Anita Peshkar, SVP Bancassurance Subrata Biswas and VP Strategic Alliances Rohit Khatri. The Bank’s Executive Director Sudhir Gupta, alongside Chief General Managers Sunit Kumar, Imtiyaz Ahmad and Rajesh Malla Tikoo, General Manager Anita Nehru, and other senior officials from both organizations were also present on the occasion.

Commenting on the collaboration, the Bank’s MD & CEO Amitava Chatterjee said, “At J&K Bank, customer centricity means enabling our customers to make informed financial choices from a diverse range of credible and competitive solutions. The addition of HDFC Life to our growing portfolio of insurance partners significantly widens that choice and strengthens our ability to offer need-based protection and long-term financial solutions suited to different life stages and aspirations.”

Highlighting the strategic rationale behind the Bank’s expanding insurance ecosystem, he added, “We believe that greater choice creates greater value. By bringing multiple reputed insurers onto our platform, we seek to create a competitive marketplace that benefits customers through product diversity, competitive pricing and greater flexibility in choosing solutions best aligned with their individual requirements.”

MD & CEO further added that expanding the reach of insurance through Bank’s extensive distribution network across the country complements the larger national objective of deepening insurance penetration and contributes to IRDAI’s vision of ‘Insurance for All by 2047’.

Speaking on the partnership, MD & CEO, HDFC Life, Vibha Padalkar said, “Life insurance is an important pillar of long-term financial resilience. It offers families the confidence that their financial aspirations can remain protected even in the face of uncertainties. We are delighted to enter this strategic partnership with J&K Bank and offer our simple insurance solutions comprising of individual and group insurance plans backed by tech-empowered services to ensure customers can fulfil their goals with peace and pride. Our partnership reflects our strong commitment to serving customers across the country.”

With HDFC Life joining its existing panel of insurance partners, J&K Bank continues to strengthen its bancassurance proposition by offering customers access to products from multiple leading insurers.

The bank’s multi-partner approach is designed to provide greater choice and facilitate need-based selection rather than a one-size-fits-all offering, while enhancing the overall value proposition available through the Bank’s distribution network.

Mumbai, 18 May 2026: Bharti AXA Life Insurance, one of India’s leading private life insurers, has reported a robust performance for the year ended March 31, 2026, marking a strong shift in its growth trajectory.

Bharti AXA Life Insurance delivered a breakout FY26 performance, with new business premium growing by approximately 44% year-on-year to ₹1,069 crore—a rate nearly three times the industry average. This strong growth momentum was driven by distribution expansion, improved business quality, and disciplined cost management, resulting in the Value of New Business (VNB) turning positive. Productivity-led gains in proprietary channels spearheaded growth, while strategic partnerships expanded the bancassurance network to nine partners and consolidated the company’s wealth management presence. The group segment saw hyper-growth, fuelled by a strong entry into the Group Term Life business. Additionally, the company maintained a healthy solvency ratio of 191%, well above the regulatory requirement of 150%.

Parag Raja, Managing Director & CEO, Bharti AXA Life Insurance, commented, “FY26 has been a defining year for Bharti AXA Life. By delivering 44% growth—triple the industry rate—we have proven the strength of our distribution and the resonance of our product suite. Our shift to a positive VNB is an important milestone, reflecting evidence of the operational leverage kicking in as we scale.”

He further added, “This performance was fuelled by two engines: a sharp increase in proprietary channel productivity and the aggressive expansion of our partnership ecosystem with new banks and brokers. Furthermore, our hyper-growth in the GTL segment has solidified our position in the group business. As we progress on our ‘Bharti 2.0’ journey, we remain committed to delivering long-term value through cost discipline and consumer-centric innovation.”

Rising costs and evolving dreams have made planning for the future more important than ever, especially for parents. The campaign reinstates HDFC Life’s commitment to standing by families as they insure with confidence, and empowering them secure their dreams without any compromise. With a universal messaging featuring a family and their journey of pride, the campaign aims to connect with audiences across all segments.

Click here to watch the campaign link: https://youtu.be/kguKJfB4eIc

Commenting on the campaign, Pritika Shah, Head – Marketing, HDFC Life, said, “Parents play a crucial role in shaping their child’s future, both emotionally and financially. In today’s world, children are over exposed to several forms of content which may, sometimes, also impact their habits and mindsets in a not-so-desirable manner. With our latest campaign, we at HDFC Life are highlighting the key role parents play in influencing their children with the right values and mindset.” She added, “We believe that when families are financially prepared they are empowered to live with dignity, self-respect and pride; and pass on the legacy of values and financial security to the next generation.”

“Our film brings to life a very poignant insight – often children are easily embarrassed by their parents and their choices, only to recognise the true value of their actions later in life. We hope our film resonates with all parents who want to bring up their children with the right set of values”, said, Vikram Pandey, Chief Creative Officer, Leo – South Asia.

The campaign will be featured across television, digital platforms, and outdoor media, reaching audiences nationwide.