Birla Sun Life Insurance, one of the pioneers of Unit Linked Life Insurance plans in India today announced the launch of a very simple and convenient ‘over –the-counter’ unit linked plan; SimplyLife. The product as the name suggests is extremely simple to understand and buy.

Commenting on the launch of the product Mr.Vikram Mehmi, CEO, BSLI said, “SimplyLife is a policy that is easy to get. It is a unique non-medical guaranteed issuance plan with the contributions guaranteed. BSLI has a strong nationwide presence through its various distribution channels. SimplyLife will help us further strengthen the sales of life insurance plans across the counter to the masses.”

SimplyLife is a quick and easy to get over the counter Insurance plan, which requires a simple 2-stage process for a customer to buy the policy. The buying process is extremely simplified for the customers where they need to complete the application form and submit to an Insurance advisor along with the age proof and the cheque for the first premium. The product brochure is simple and easy to understand with a readymade premium table.

In the savings category, fixed deposits offer a 5-year maturity. This plan with a 10 year maturity is uniquely positioned and being Unit Linked in nature will earn the customer beneficial returns.

There are simple underwriting questions, which if answered “in the negative” will result in guaranteed issuance. This is a Unit Linked plan with two fund options- Balancer and Enhancer.

The plan is being launched nationally and will be sold at all branches of BSLI and its Channel partners.

	Twin benefits of life insurance and savings
	Entry Age of 8 years – 50 years age as on last birthday
	Maximum Maturity Age – 60 years
	Duration of the plan is 10 years
	Minimum Annual Premium amount payable is Rs.10,000 and the maximum annual premium is Rs. 1,00,000
	The Sum Assured is 5 times the annual premium amount
	Investment Fund – Choice of two investment funds – Balance and Enhancer
	Death benefits will be the total of the sum assured and the Fund Value.
	Tax benefits under Section 80 ( C )  and Section 10 (10D) of the Income Tax act 1961 *
	An investment fund option with a portfolio of upto 35% in equities.  This will reduce volatility of investment returns with a higher average return over the ten-year policy period.

Birla Sun Life Insurance Company Limited is a joint venture between The Aditya Birla Group, one of the largest business houses in India and Sun Life Financial Inc., a leading international financial services organisation.  The local knowledge of the Aditya Birla Group combined with the expertise of Sun Life Financial Inc., offers a formidable protection for your future.

Birla Sun Life Insurance (BSLI) in its 5 successful years of operations has contributed significantly to the growth and development of the life insurance industry in India. It pioneered the launch of Unit Linked Life Insurance plans amongst the private players in India. It was the first player in the industry to sell its policies through the Bancassurance route and through the Internet. It was the first private sector player to introduce a pure Term plan in the Indian market. This was supported by sales practices, which brought a degree of transparency that was entirely new to the market. The process of getting sales illustrations signed by customers, offering a free look period on all policies, which are now industry standards were introduced by BSLI. Being a customer centric company, BSLI has invested heavily in technology to build world class processing capabilities. BSLI has covered more than a million lives since inception and its customer base is spread across more than 1000 towns and cities in India. All this has assisted the company in cementing its place amongst the leaders in the industry in terms of new business premium income. The company’s current capital base is Rs. 520 crores.

Additional information is available at www.adityabirla.com

The Aditya Birla Group has a turnover close to Rs. 38000 crores (as on March 31st , 2006) and is one of the largest business houses in India. It enjoys a leadership position in all the sectors in which it operates. With over 75 business units, spanning the South East Asian belt, Africa, Canada and the UK among others, it is reckoned as India's first multinational corporation.  The group is anchored by 72,000 employees and has 7 lakh shareholders, with a market capitalization of Rs. 53,400 crores.

Additional information is available at www.adityabirla.com

Sun Life Financial Inc. is a leading international financial services organization providing a diverse range of wealth accumulation and protection products and services to individuals and corporate customers. Tracing its roots back to 1865, Sun Life Financial and its partners today have operations in key markets worldwide, including Canada, the United States, the United Kingdom, Hong Kong, the Philippines, Japan, Indonesia, India, China and Bermuda.  As of March 31st , 2006, the Sun Life Financial group of companies had total assets under management of USD 343 billion. Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under ticker symbol "SLF".

Additional information can be found at www.sunlife.com

For further information kindly contact:
Ms. Anjana Grewal,
Sr. Vice President - Marketing & Communication,
Birla Sun Life Insurance Company Limited, Ph: 022-6678 3333.
E-mail: anjana@birlasunlife.com