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Insurance industry of any country acts as the backbone of its financial risk management system. Although two-thirds of the insurance business in India is carried out through individual agents, recent trends show significant attrition among them. The central argument in this article revolves around identifying the drivers responsible for individual agent’s attrition in India. The methodology used for this factor identification was based on extensive literature review and further validation through a primary survey of the stakeholders in the insurance sector. A conceptual model is also proposed for mitigation of agent’s attrition.

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