A dialogue from Munnabhai has become the ultimate source of inspiration for Acko, a digital general insurer. 

"When someone’s dying, do they necessarily have to fill out forms?"

 The Ken spoke to multiple Acko executives who said that this line is frequently repeated in meetings of its 21-month-old retail health insurance business. The inspiration seems to be working.  

Despite being new to the retail health insurance game,  the company was able to sell health insurance policies worth about Rs 51 crore in the segment. That’s 40 per cent more than Godigit, which is listed and had the advantage of being around longer. 

Most people who understand this space are  thrown off by the route it has gone down. You see, conventionally, the industry has depended heavily on agents and point of sale personnel to sell policies. But Acko has no interest in this approach. 

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