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Role overview

This position leads distribution development for Aditya Birla Health Insurance in Mumbai, Maharashtra. The role is centered on studying market and competitor movements, understanding customer requirements, and shaping distribution strategies that expand reach, improve product mix, and strengthen market share. It also requires close coordination with operations, finance, training, marketing, HR, and partner teams to streamline backend processes, improve service quality, and support faster partner and sales execution.

Business and reporting context

Business: Health Insurance

Unit: Aditya Birla Health Insurance Company Ltd

Location: Mumbai

Function: Sales & Marketing

Department: Sales CDO Office

Employee designation: AVP

Manager designation: Head - Bancassurance, TPD, Online Partners and Fintech

Position title reported to: Lead Banca Strategy

Date of JD update: August 2025

Job purpose

The purpose of this role is to evaluate the market, competition, customer needs, and geographical spread to build new business strategies that improve distribution coverage, channel design, and product assortment. The incumbent is expected to design and implement initiatives that deepen penetration, grow market share, and support the company’s ambition of high growth and leadership in the market. The role also partners with other functions to simplify back-end processes, strengthen customer service, provide MIS support to the sales force, improve partner integration, and resolve process issues quickly.

Role context and challenges

The health insurance market is highly competitive, with multiple private players and a strong presence from nationalised companies. A large share of the market renews with existing insurers, which reduces the amount of fresh business that must be fought for each year. At the same time, SME and start-up segments present a growing opportunity, and the role must help the business win a larger share by designing solutions for each segment and creating affordable, standardised offerings that can scale through channel partners across the country.

The business environment is also changing because of medical advances, lifestyle shifts, and evolving customer expectations. Customers increasingly see health insurers as health advisers, making it important to offer tailored products with wellness features that are relevant, profitable, and aligned to customer needs. ABHICL’s proposition is built around “Health Insurance for All” and a digital-first, paperless experience across the customer journey and internal processes.

This role faces several practical challenges, including inconsistent market intelligence from unstructured sources, difficulty validating data across channels, long lag times before some metrics reflect true performance, and the need to design initiatives that work across India’s cultural and regional diversity. The role also requires timely senior-management communication, handling limited historical data in some situations, and managing demanding stakeholder expectations from banking partners.

Dimensions

Direct team size: 2 employees
Employees impacted: 187 in FY18, 295 in FY19, and 435 in FY20 across Corporate Salary & Branch Banking and Telesales & Asset
FLS productivity targets and outcomes span Corporate Salary & Branch Banking, Telesales, Asset, and Renewals
Renewal expectation: maintain renewals for assigned channels at more than 75% of premium earned in the previous year
Market share trend referenced in the JD: 1.3%, 3.2%, and 6.4%

Key responsibilities

Assess partner distribution strengths and recommend a channel structure that is agile, cost-effective, and aligned with agreed financial terms.
Identify growth opportunities within current customers and existing relationships to enter new channels or extend the product mix.
Coordinate with distribution operations, training, and sales teams to maintain an effective input-to-output ratio.
Define onboarding requirements for new partners, including product needs, marketing material, operational flow changes, and technology integration.
Work with product teams on any required customisation, such as retail adaptations from group products.
Ensure marketing teams equip field teams with brochures and other collateral, and that essential sales tools such as premium calculators are available.
Act as the bridge between the partner and internal teams so that operational changes are communicated clearly and process changes are implemented smoothly.
Support technology integration to enable seamless data and payment movement, reduce turnaround time, and improve conversion rates.
Build and manage goal sheets for employees across channel levels to support long-term business growth.
Partner with HR and Finance to create and roll out sales incentive schemes for managers and other channel levels.
Communicate incentive plans and scorecards regularly so that teams remain aligned to targets and performance expectations.
Monitor the effectiveness of incentive programs and refine them whenever needed to support business outcomes.
Develop career progression plans with HR to recognise high performers, improve lagging performers through training, and address persistent underperformance through consequence management.
Track revenue, productivity, and capability improvements driven by incentives, training, and career progression actions.
Review the relationship between input metrics and output results to identify the most important drivers of performance.
Share insights and analytics with channel leaders to improve productivity and correct underperformance.
Run ongoing studies to measure initiative impact, account for seasonality, compare performance across zones and relationships, and draw actionable learnings.
Create trackers and review tools for Area Managers, Business Managers, and Relationship Heads to monitor activities linked to business performance.
Design and implement SOPs and review mechanisms for sales process execution.
Identify gaps through tracker analysis and trigger corrective action where required.
Work with the bank to finalise compliance standards in line with IRDA requirements and internal policy expectations.
Ensure the compliance framework is benchmarked against market practice and does not hinder sales productivity.
Track adherence to compliance processes and submit compliance reports at the required intervals.
Provide regular updates to senior management so leadership can make timely decisions and course corrections.

Business and industry background

Aditya Birla Health Insurance Company Limited was incorporated in 2015 as a 51:49 joint venture between Aditya Birla Capital Limited and MMI Strategic Investments (Pty) Ltd. The company began operations in October 2016. It entered the health insurance market with the aim of serving broader customer segments and differentiating itself through the proposition of “Health Insurance for All.” Its offerings include a wellness-linked program to encourage healthy behaviour, a chronic care program for conditions such as diabetes, asthma, high cholesterol, and hypertension, and a digital-first approach designed to make the customer journey seamless and paperless.

Additional information

The source document contains internal planning notes for the Basic Details section, including fields such as business, unit, location, position, reporting line, and date of JD updation. These have been retained in substance and organised here for clarity.

Note on compensation and hiring details

No salary, stipend, openings count, or start date was specified in the source. No internship duration applies because this is a full-time role.

Head Distribution Development

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