India's general insurance market is increasingly reliant on intermediaries for customer acquisition, with approximately 80% of new business generated through brokers, agents, and corporate agents, according to a report by Praxis Global Alliance. This model has facilitated rapid expansion but has also resulted in high customer acquisition costs and low retention rates, particularly in key retail products. The report highlights that 83% of consumers consider insurance products complex, leading them to depend on intermediaries for policy selection and support. Despite the market's Gross Written Premium reaching around ₹3.1 lakh crore (approximately $37.5 billion USD) in FY25, the profitability of insurers remains a concern, as combined operating ratios indicate persistent underwriting losses between 105-115%. Insurers often rely on investment income to offset these losses, with investment income accounting for about 21% of Net Written Premium. The report suggests that enhancing direct-to-customer (D2C) engagement could improve retention and profitability, as global insurers with strong D2C models have shown better underwriting performance.