Head Distribution Development

Basic Details: Fill the required information about business, unit, location, position, reports to position and date of updation of JD

Business

Health Insurance

Unit

Aditya Birla Health Insurance Company Ltd

Location

Mumbai

Poornata Position Number of the job

Reports to: Poornata Position Number

Poornata Position Title of the job

Lead Banca Strategy

Reports to: Poornata Position Title

Head - Bancassurance, TPD ,Online Partners and Fintech

Function

Sales & Marketing

Reports to: Function

Sales & Marketing

Department

Sales CDO Office

Reports to: Department

Sales CDO Office

Designation of the Employee

AVP

Designation of the Manager

Head - Bancassurance, TPD ,Online Partners and Fintech

Date of writing/updation of JD

August 2025

• Job Purpose: Write the purpose for which the job exists (in 2-3 lines)
  
  

To analyze the market – competition, customer needs and spread to create / propose new business strategies in terms of increase in distribution reach, distribution models, product mix. The role would also involve designing and implementing new initiatives with an objective to improve penetration and gaining market share to achieve the company objectives of high growth and becoming the market leader. To achieve these, he would also work with other functions like operations and finance to streamline the back-end processes to ensure better customer service, support to sales force in terms of required MIS, better partner integration and faster resolution of process challenges.

• Dimensions: Mention quantitative or qualitative parameters that are relevant for the job and provide a better understanding of the scope and scale of the job.
  
  

Metric

Metric

Units

FY18

FY19

FY20

Direct Team

Manager Dist. Dev – TPD

No.

2

2

2

No of Employees impacted

Corporate Salary & Branch Banking

No.

154

209

308

Telesales & Asset

No

33

86

127

Total

No

187

295

435

FLS Productivity

Corporate Salary & Branch Banking

Lakh per month

1.0

3.5

4.0

Telesales

9

10

11

Asset

NA

2.5

4.0

Renewals

Percentage of Premium earned last year

Maintain Renewals for the assigned channels at more than 75%

Market Share

1.3%

3.2%

6.4%

• Job Context & Major Challenges: Write the specific aspects of the job that provide a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section
  
  

About The Health Insurance Industry –

While the current market sees more than 15 non-life players in the private space and 5 exclusive private players in the health insurance space trying to capture a sizable market share, the nationalised service provider (6) remains a strong competitor. In addition to this the business dynamics are such that the overall market on an annual basis which is to the tune of roughly 10,000 Crs sees close to 85 % of the business renewing with the existing service provider itself. This narrows down the opportunity of the fresh business actually being seriously fought in the market to approximately 1500 odd Crs. With the SME and the start-ups being the driving force of Indian economy, the opportunity to cater to these segments is immense and is increasing manifold year on year. The challenge here therefore remains as to how we capture a larger share of the opportunity by developing specific solutions to cater each segment of the business. Also by creating an inexpensive and standardized solution to increase the reach into the pockets of channel partners across the country to harness on their captive business and explore new opportunities with them.

Market Opportunities – With the advent of medical advancements, lifestyle changes, change in Indian socio-economic scenario and Indian healthcare space, and the insurers are facing challenges to cater to the needs of this diverse clientele. Increasingly Indian customers have started considering health insurance partners as ententions of health advisers. In this scenario it becomes extremely important to understand their psyche and then provide tailored solutions with wellness benefits which would help them meet their end objectives and bring in profitable revenue source for the company.

About The Aditya Birla Health Insurance –

Aditya Birla Health Insurance Co. Limited (ABHICL) was incorporated in 2015 as a 51:49 joint venture between Aditya Birla Capital Limited (ABCL) and MMI Strategic Investments (Pty) Ltd. ABHICL commenced its operations in October 2016.

ABHICL has entered the competitive health insurance market with an aim to expand the category to wider customer segments, beyond the ones that health insurance companies traditionally have marketed to. As the 6 th entrant in a category with well-established players, ABHICL is creating differentiation and equity for itself though the unique business proposition of “Health Insurance for All”, a one of a kind proposition in India at the moment. This is a philosophy that is being built through every single consumer touch point and into every single backend process of the company to ensure a customer’s experience of our proposition is continuous and seamless.

ABHI’s unique offering to market includes proposition includes -

• A Comprehensive Incentivized Wellness Program that will attract the young and health conscious and will motivate, guide and reward them to stay healthy
• A Chronic Care Management Program to cater to the unmet needs of a growing Indian population of those suffering from chronic lifestyle conditions like Diabetes, Asthma, High Cholesterol and Hypertension from Day 1
• ABHICL serves as an enabler and influencer of health and healthcare choices that customers make, in addition to being a payer of healthcare expenses. Thus, ABHICL would act like a much needed catalyst to grow the prevalent health insurance landscape in India through product innovations and a wider choice of consumer relevant products.
• ABHICL’s vision has always been digital. The company has been successful in adopting paper-less approach right from identifying to on-boarding to delivering seamless experience of its customers & employees.
  
  

Key Challenges for the role –

• Market intelligence is gathered from various unstructured routes – which often lead to incongruence in inputs. Also inputs required are varied in these channels and are impacted by existing relationships with the channel partners. It is challenging to verify and confirm the same data set to understand market dynamics and benchmark it.
• When structure / span / distribution expansion are being strategized – inputs from competition structure have to be looked at in conjunction with more fluid dynamics like claims and profitability. Given that these metrics may show true results spread over 4-6 years makes it more challenging
• For designing any new initiative – diversity and cultural spread across the country makes a significant impact. Motivators in one area may be of much lesser significance in other. To make any initiative relevant to all target audience is extremely difficult.
• Updates to senior management need to be timely so that course correction can happen if required, thereby minimizing the risk to business.
• Lack of historical data: Data based analytics is possible for players having historical data and in business for years. At the onset opportunity identification needs to be done basis feedback from partners, clients and experience. The decision to pursue an opportunity might not always be backed by data.
• The role requires interaction with significant stakeholders in the Bank – who at times would place immense pressure on timelines and other requirements. With the difference in hierarchy – it can at times be difficult to manage.
• Key Result Areas: Write the key results expected from the job and the supporting actions for each of these key result areas (For a majority of jobs typically there could be 4- 7 key result areas)
  
  

Key Result Areas

Supporting Actions

Strategic Capacity Building for New Channels

• Study the strengths of the partner distribution network, and propose a structure in alignment with the discussed financial terms such that structure is adaptive, agile and cost-effective
• Identify potential growth areas for existing customers to suggest entry into a new channel / deepen the relationship to launch items in the product bouquet – hitherto not sold.
• Interface between Distribution Operations, Training & sales to ensure optimum in-out ratio
  
  

Onboarding of new Partner and Initiation of Business

• Understand the requirements of the channel to be launched in terms of:
• Product requirements
• Marketing collaterals required
• Operations – process flow and changes required if any
• Technology framework and how it needs to be integrated
• Collaborate with the product teams if any customizations like for Group to Retail are required
• Collaborate with the marketing team to ensure that the ground teams are enabled with marketing collaterals like product brochures
• Ensure ground teams has essential tools like premium calculator.
• Act as interface to ensure that operations process are explained, tweaked where essential for the partner and changes communicated to essential stakeholders
• Technological integration to ensure smooth flow of data and payments is done to reduce TAT and higher conversion rates.
  
  

Design, implement and run initiatives to improve engagement with Sales Force, incentivise them and ensure high motivation to drive them to perform better and achieve channel revenue targets.

• Design with the channel head goal-sheets of employees (across levels) in the channel which is comprehensive in coverage and ensure sustainable growth of business.
• Work with HR and Finance teams to design and launch Sales Incentive schemes for Sales managers and hierarchy to ensure tactical levers are adequately engaged to achieve business targets like POS activation and Revenue.
• Ensure repeated communication of incentive plan and performance vis-à-vis set goals to ensure that all employees are aware, aligned and working to achieve their respective targets.
• Track the impact of incentive schemes and tweak them as required to achieve business targets.
• Devise an effective Career Progression Plan in consultation with HR to segregate high performers and low performers to:
• Promote high performance and show a fast track growth path for them
• Design programs with training to improve performance of laggards
• Track and implement the career progression plan above to ensure improved channel performance on the following fronts:
• Increased revenue by motivating high performers
• Improved revenue and productivity by training initiatives for laggards
• Manage cost and ensure infusion of better capability by consequence management for persistent bottom performers
  
  

Track, analyse the impact of project on the performance of different .

• Send regular updates on performance on various input and output parameters.
• Do a study on linkage of input and output parameters to identify critical performance drivers
• Share the analytics done and devise mechanisms with the channel heads to drive those levers trherby improving productivity of the channel
• Do a continuous study to analyse the impact of changes made and also factor in business seasonality to course correct where required.
• Compare performance across zones and relationships to highlight anomalies and extract learnings therefrom
  
  

Develop trackers to assess the performance of sales team & navigators in implementing the project.

• Devising and implementing Area Manager/Business manager/Relationship Head tracker on activities impacting business levers.
• Devising and implementing SOPs & review mechanisms on sales process.
• Identifying performance gaps through these trackers for corrective action
  
  

Ensure that compliance process with Bank is defined and put in place

• Interact with the Bank to finalise compliance guidelines in consonance with IRDA framework to ensure that the organisation remains compliant
• Ensure the compliance practices so defined are benchmarked with market practice also
• Ensure the compliance processes laid out are best –in-class and still do not act as roadblock to sales
• Ensure that the compliance process are tracked and compliance reports submitted at required intervals
  
  

Regular updates to senior management to assist in decision making

• Project performance related updates for QBR and Leadership Meetings.
• Develop & share insights on the effectiveness of initiatives launched to improve channel productivity.
  
  

Design & Circulate reports in the field to help them in monitoring their performance.

• Design & circulate reports to track the day to day progress relationships.
• FLS performance on incentives
• Key performance benchmarks
• Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)
  
  

Team Leader – Distribution Development

To help analyse the market – competition, customer needs and spread to help design and implement new initiatives with an objective to improve penetration and gaining market share to achieve the company objectives of high growth and becoming the market leader. He would also work with other functions like operations and finance to streamline the back-end processes to ensure better customer service, support to sales force in terms of better partner integration.

Team Member – Distribution Development

To help analyse the sales patterns within the organisation - to study the geographical and the product mix in conjunction with claims, to assess the current direction against projected numbers and suggest corrective action where required. The role would also involve designing and implementing new initiatives with objective of improving penetration and gaining market share to achieve the company objectives of high growth and becoming the market leader. To achieve these, he would also work with other functions like operations and finance to streamline the back-end processes and ensure better customer service, support to sales force in terms of timely MIS, reports and and other requirements as discussed from time to time.

• Relationships: Describe the nature and purpose of most important contacts or relationship (except superior/team members) with individuals, departments, organizations inside and outside of the organization, that job is required to interact with in order to deliver the job objectives
  
  

Relationship Type Frequency Nature

Internal

Sales Channel

Project Audit Team

Regular

Regular

MIS Support

Tracking sales force in the basic code

External

• Organizational Relationships: Provide the structure for a level above and below the position for which this job description is written. Use position titles in the structured and indicate all the reports of the position.
  
  

SIGN-OFF: Provide the name of the Manager and the jobholder. Signature needed for the hard copy of the JD. Hard copy to be maintained in the organizational record.

Job Holder

Reports to – Manager

Name

Signature (needed for the hard copy)