The Indian life insurance industry is at an inflection point today. While the market will continue to be one of the most attractive markets for growth globally, the paradigm for success is likely to change. Analyst expect this change to be significant, driven by discontinuities in regulations, customer behaviour and technology adoption. In this context, players who will emerge winners will be those who can adapt swiftly to the new paradigm - they will have to redefine their business models with careful consideration to strategic issues around agency, bancassurance, innovation, geographic footprint and value of existing customer franchise. Adapting to the new rules will not only help players to achieve a leadership position but also help them build sustainable and profitable businesses.