An Indian summer for investors?
Post Online, UK
With a booming economy and a vast untapped market of middle-class clients needing insurance cover, many UK-based insurers are looking to bask in the sunshine industry of India's insurance sector. Rachel Gordon reports
There is plenty about India that appeals to the British. Food, of course, is one and Shilpa Shetty quickly won a big fan base after appearing on - and winning - Celebrity Big Brother 2007. The Indian insurance sector, and the investment opportunities it presents, is also hot stuff right now.
It seems there are constant references to the phenomenal success story that is the Indian economy, which is growing at some 9% a year. It is predicted the country will move from being a third world to first world country in a single generation. In contrast to the UK, where the population is ageing and insurance take-up is high, 60% of India's population is under 30 and the insurance market is practically untapped.
Various figures exist, but it is reported that 80% of the population do not have life cover, while the Indian non-life market is predicted to grow by 39% in the period 2005-2010.
Take-up is rising across the board to include both life and general insurance, but with such strong fundamentals, it is clear India has the potential to be a hugely attractive emerging market.
Until the year 2000, there was no scope for outsiders to participate in Indian insurance, with two main state-owned insurance companies - the Life Insurance Corporation of India and the General Insurance Corporation of India - covering the life and general insurance sectors. All that changed with the Insurance Regulatory and Development Authority Act 1999. This allowed the entry of foreign companies into the market, provided they held no more than a 26% investment and partnered with an Indian company. At the same time, an overall regulator was established - the Insurance Regulatory Development Authority.
Once the market opened up - albeit in a limited way - a wave of worldwide insurers and affiliated businesses headed east. Foreign companies currently account for 27% of the Indian market, including Allianz, Aviva and AIG.
Neeraj Tuli, who spent 15 years with insurance lawyers Kennedys, says he has no regrets about leaving London for India. He is now senior partner with Tuli and Co, which has offices in New Delhi and Mumbai. The firm is associated with Kennedys and like its UK counterpart specialises in insurance-related matters. He describes the insurance sector and indeed the economy as "buzzing".
For potential and existing investors, the key question is when the government will allow foreign companies to up their stakes in Indian insurance ventures from the current 26% to 49%. Mr Tuli explains that this will happen - but no one knows exactly when. It was initially mooted that this would take place from January 2007, but is now on the back burner. "It was announced in the finance minister's speech in the 2004 budget and had a great deal of support. However, there is a lot of other stuff going on and I think we will have to wait until after the next general election in 2009," he explains.
He points out support to raise current cap was not universal: "State-owned insurers have around 1.8 million employees, are massive and often inefficient organisations. They would not want to lose further market share and so have lobbied against the move, but I feel it is unstoppable."
Kavita Pandey, a consultant with the broker Aon, who manages their India desk from London, says pressure is growing: "Recently, the US Ambassador to India, David Mulford, urged the finance minister to raise the cap not just up to 49% but allow the foreign investors the controlling stake."
Positive impact
Indeed, Mr Tuli says the evidence of the positive impact of overseas insurers is clear to see: "Previously you had a market where there were only agents rather than brokers. We now have at least 20 firms that are overseas brokers. It was feared that many joint ventures would not work out between local companies and overseas insurers, but they generally have. The amount of business going on, combined with the huge middle class, its assets and demand for pensions and insurance makes India hugely attractive."
From practically no choice, Indians can now benefit from a wide choice of providers, advisers and distribution channels. Mr Tuli adds that a further benefit is in the pipeline: "The market is all price-driven because of the tariff system. This meant all products were basically the same. From next year, wordings will be set free, and so there will be far more variation and, in particular, brokers will be able to show their worth."
Ms Pandey says this move will mean a bigger role for brokers, but will also mean that longer-term margins will be thinner. Although, she adds: "We will see increased competition for product innovation, which is the ideal opportunity for the UK underwriters to offer tailor-made products and solutions in niche industries like energy, power, construction, banking, and the financial services industry. Product lines, which are still underdeveloped but have gained increasing importance, are health insurance, weather insurance and natural disaster coverage."
She says: "The total market penetration is still just over 3%, leaving huge untapped potential." Meanwhile, competition is bringing benefits all round and she adds: "State-owned companies have been adapting themselves to competition by streamlining their operations, placing better control on operating expenses, investing in IT and launching new products - particularly packages."
In 2003, Aon became the first broker to open in India, but another broker thriving in there is Howden. Chief executive officer Praveen Vashista joined just three years ago. His early career had been with the nationalised GIC, which he joined in 1983.
It is often said now that there is vast pool of highly qualified labour for the insurance sector and then it was no different - some 400,000 people applied for around 150 places. After subsequently working for Zurich, Mr Vashista decided to join Howden: "As in the UK, we specialise in liability insurance, but we have a much wider base and we are also looking at launching a personal-lines operation. In three years and from a standing start, we now have six offices."
He explains Howden is currently recruiting and has been able to attract a number of new staff with MBAs: "Insurance is seen as a sunshine industry. A lot may prefer the idea of investment banking and consultancy, but we can offer a lot of opportunities and demand for insurance is expected to surge."
Meanwhile, Andy Bragoli, Howden's managing director in the UK, says India is his firm's fastest-growing business: "Deregulation is the catalyst and as soon as it is permitted we would look to go up to 49% ownership. If you are in early, it gives you the advantage of grabbing market share."
Getting in on the act
Howden was already placing business on behalf of UK-based Indian companies using the London market, now that it is based locally it continues to use this, as well as insurers in Singapore. "It makes sense for British companies. Corporate governance is good on the whole and legislation has parallels with UK law. There are high standards of education and the enormous middle class creates a ready workforce. Most offices are in parks with excellent facilities, for example with gyms and restaurants. It makes for a good working environment and English is the language of business there," he says.
Loss adjusters are not prepared to be left out either. Anuj Puri has worked in Birmingham and is a founder of Puri Crawford in India, which has three offices. He says insurers can take a slightly tougher stance to paying claims than in the UK. "Things move a bit slower. You need to make sure you have the right documentation, which may be less detailed than in the UK, and prove what has happened," he explains. "Generally though, standards are high - it just takes a bit more time. And regulation is good - if anything, the market is too tightly controlled and many businesses would like to be more entrepreneurial - things are changing though and a different mindset is emerging. You only have to see the amount of business being done here to realise how well insurers are doing: it's a very decent market."
Everyone with an interest in the insurance sector in India mentions the youth and ambition of the workforce and their training is due to be increasingly handled by the Chartered Insurance Institute. There is already the Insurance Institute of India, which provides a range of training and professional qualifications, but the CII believes it can offer complementary study from soft skills to associateship.
Steve Jenkins, business development director for the CII, comments: "This is a new market for us, we opened our first office in the country, in Mumbai, in March. The catalyst was the growth of the offshoring market and we were asked to deliver professional development services largely to those working in call centres." The CII's clients include Aviva and it has also appointed a head of business development for the country in Sainesh Dar.
Mr Jenkins explains many Indians view training as critical: "There is an enormous hunger for self-development. If they join a call centre in a junior role, they will want to know how long it will take to become team leader. They want good technical ability and if they are told a particular course of study will take say 12 months, they will say their aim is to do it in six. Designations matter and they want to prove themselves to their families."
Companies that want a stake in the Indian insurance market need to take careful advice, however. They need to choose the firm they partner carefully - many have opted to work with those in the same sector, but this is not compulsory.
Among those advising on partnerships is Grant Thornton, which can assist with matchmaking. Ipe Jacob, senior partner in financial markets, says: "Distribution is developing fast whether it is brokers, the internet or bank assurance. Customers were not being particularly well served by a nationalised industry - it was overstaffed and unprofitable. British insurers who want to invest are making an error if they sit back and wait and see. The opportunities are there now and the minority stake will grow to 49% and, given time, it will go beyond this."
After the gold rush
His colleague Anuj Chande, head of Grant Thornton's Indian Group, comments: "The US, Japan and Germany have probably invested more in India, but those who are in at the start of the gold rush will gain most."
Lloyd's is also planning to increase its presence in India. Although the Chinese non-life market is four times as large as the Indian market, Lloyd's writes almost two-and-a-half times more business in India than in China. It has now set up a liaison office in India, which will be used as a base for improved access to the Indian insurance market, marketing and to educate potential clients about Lloyd's.
It is doing this in collaboration with KPMG in India and Mr Chande comments: "This is a good move as Lloyd's is a tremendous brand but has a high cost base, so it makes sense to focus on marketing locally and placing business from the UK."
There is unanimous agreement that India presents huge scope. Yet no matter how strong the fundamentals, there are no guarantees. There are signs that some call centres are struggling to retain staff and some insurers have pulled out of offshoring to return jobs to the UK. Some who visit say they are disturbed by the starkness of poverty - those in desperate need are on the pavements seconds away from the opulence of luxury hotels and prestige offices - and indeed by the centuries-old but iniquitous caste system.
Yet, business realism prevails and Ms Pandey concludes: "With more than 1.1 billion people, India is the second-largest single market and has the fourth-largest economy in the world. Its growth in the last decade has been incredibly rapid, most notably in computing and related high-tech areas. Yet poverty, malnutrition and environmental issues remain widespread, with more than 70% of the population still living in rural areas. India is a country not only of massive contrasts, but also of massive opportunity."