With an expanding Middle class in de veloping India, there has been a visible change in the consumption pattern for all types of goods, including financial products. The liberalization policies have made the Indian financial sector witness entry of various global players, who are trying to attract the Indian consumers with well designed products and benefits. However the concept o f unit-linked insurance policies, being new to the Indian mass, the investors still suffer from unknown inhibitions. So it is entirely on the strategies taken up by the insurance companies so as to market the product as a beneficial investment scheme, even for the middle-class. If the companies can make the Indian customer aware of the fact that, if monitored properly, unit-Iinked plans can earn them huge repayments as compared to traditional policies, it would in turn help the insurance sector to make enormous profit and steady growth.