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SEWA INSURANCE: Membership 1999 - 2008
| Year |
1999 |
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
| Total
insured(Men & Women) |
29,820 |
29,140 |
90,259 |
92,928 |
1,08,959*
3,153# |
1,04,525*
1,954# |
1,22,442*
6,837# |
1,52,651*
25,551# |
1,39,790*
32,534# |
1,39,790*
32,534# |
* Women Members & Spouses Insured
# Children Insured
(Total insured in January of each year)
Spreading the message of insurance through folk theatre
SEWA Insurance derives its strength for marketing
efforts from SEWA’s existing service delivery
system. Cooperatives and producers’ groups promoted
by SEWA, SEWA Bank’s savings and credit groups, and
other units of SEWA are all potential distribution
vehicles for SEWA Insurance.
Initially, SEWA members were approached and educated
by aagewans of union, health and SEWA Bank. They
conducted area meetings and spoke about insurance as
one of the basic needs for women especially for
those working in unorganized sector. Pamphlets of
the scheme were distributed amongst members and
basic information was provided.
Insurance is an intangible product. It is selling of
a concept and a situation, which may arise or may
not arise in future. Importance of the product, its
need and benefits should be clear in the mind of the
women before she buys the cover.
Themes for communication about the product:
The key selling points for promotion of the
package are:
-
Unique life and non-life package for unorganized
sector.
-
Service at doorstep
-
Family coverage for complete security
-
Child insurance- unique health cover
| Vimo SEWA’s Marketing Strategies |
|
|
Urban
|
Rural |
|
Microplanning |
All Aagewans allotted specific areas for
focused marketing with targets for
renewals and fresh covers. |
Same as for urban areas |
|
Area visits |
Door to door selling |
Discussion of insurance as product and
service in all SEWA village meetings,door to door selling |
|
Meetings |
Held at the time of claim disbursement
in residential areas |
Held at the time of claim disbursement
in residential areas, Village meetings |
SEWA's existing service delivery structure is as under
|
|
SEWA
UNION
|
Trade Committee |
| Area
Leaders (agewans) |
|
--
|
|
SEWA
BANK
|
Extension
Counters |
| Area
Leaders |
| Over
3,000 Village Savings & Credit Groups |
|
--
|
|
COOPERATIVES
|
Field
Workers |
| Service
Centres |
| Area
Leaders |
| Producers'
Groups |
| Health
Care & Child Care Centres |
Over and above this structure cutting the cross
section of SEWA, insurance services are marketed and
delivered through vimo agewans (grassroots level
leaders). This is a dedicated team of women who are
central to the Vimo SEWA programme. The dedicated
Vimo SEWA (urban) aagewan team is structured as
below:
The Vimo agewans perform the following tasks:
A members' training meeting about insurance
a) Promotion
and Education
Vimo aagewans provide potential and existing
members information with regard to SEWA Insurance.
This includes information on procedures to enroll in
SEWA Insurance, description of procedures for
preparing one's claim (i.e. information on all the
documents required) and other details pertaining to
SEWA Insurance.
Vimo aagewans actively encourage women to enroll and
organise small information-cum-promotional training
sessions both in their neighbourhoods and at SEWA.
b)
Enrollment
Vimo agewans actively encourage and enroll women
in SEWA Insurance. Vimo agewans provide newly
enrolled members with a receipt and all promotional
literature on SEWA Insurance
A 'Sammelan' to spread awareness about insurance
c) Assistance
in Claim Processing
The agewans assist members in filing claims. They
help them to obtain the required documents in
specific time frame. They follow up with the claims
processing on behalf of their member till a
satisfactory settlement is reached.
d) Feedback,
Follow-up and Tracking
Agewans maintain regular contact with insured
members to ensure quality services and client
satisfaction. These grassroot organizers serve as
bridge between the members and vimo SEWA by
providing constant feedback to both.
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