BajajCapital Insurance Broking has announced the appointment of Anuj Saraf as Senior Vice President and Head of Marketing. Saraf, who has previously managed growth portfolios at Acko and Xiaomi India, will now oversee brand strategy and digital transformation as the firm seeks to scale its distribution footprint in an increasingly competitive broking market.
Saraf makes the move from ITW Universe, where he focused on brand and strategy consulting. His most notable stint, however, was at Acko, where he served as Deputy General Manager of Marketing. During his time with the digital insurer, he managed brand and category growth for both motor and health insurance—two segments that remain central to the current growth of the Indian insurance sector.
Cross-Sector Expertise
The appointment comes at a time when traditional broking houses are under pressure to upgrade their digital stacks to compete with insurtech startups. Saraf’s resume includes significant tenures at Xiaomi India and FMCG major Emami, suggesting that BajajCapital is looking for a mix of consumer-goods speed and tech-first precision.
For us, marketing goes beyond campaigns; it's about bridging product complexity with customer clarity.— Venkatesh Naidu, CEO of BajajCapital Insurance
Insurance broking in India has long moved past the stage of simple policy issuance. The current market demands a deep understanding of customer behavior and the ability to simplify complex financial products. Saraf’s mandate includes building a marketing engine that doesn’t just chase leads but manages the entire customer lifecycle through digital-first initiatives.
Bridging Trust Gaps
Venkatesh Naidu, CEO of BajajCapital Insurance Broking, highlighted that the primary challenge for the industry is no longer about reaching customers, but rather about convincing them.
“The insurance industry today doesn’t have an access problem; it has a trust and comprehension gap. As brokers, we operate right at that intersection, helping customers make sense of choices that often feel complex,” Naidu said in an official statement.
The CEO further emphasized that the company’s marketing efforts are being repositioned to act as a bridge between technical product jargon and consumer understanding. “For us, marketing goes beyond campaigns; it's about bridging product complexity with customer clarity. Anuj brings a strong blend of consumer insight and execution experience across new-age insurance and consumer ecosystems,” Naidu added.
AI-First Approach
Saraf’s entry marks a shift in how the veteran broking house intends to communicate with its modern user base. His strategy appears focused on moving away from broad-stroke advertising toward a more surgical, data-backed model.
“At this juncture of my career, I am looking forward to building an AI-First Marketing Culture and Approach,” Saraf stated, noting the importance of his new role at a brand that is considered a cornerstone of financial trust in the country.
His immediate goals involve leveraging his cross-sector background to refine the company's digital presence. “My focus is to apply my experience to create a marketing engine that is data-driven, precise, and purposeful,” Saraf added.
The Road Ahead
The Indian insurance broking space is currently navigating a steep climb toward higher penetration. With the regulator pushing for "Insurance for All by 2047," brokers are finding themselves in a race to capture the next 100 million customers. For BajajCapital, the path forward involves balancing its traditional offline reputation with a nimble digital identity.
By bringing in a leader with "new-age" insurance experience, BajajCapital is signaling that it intends to fight for market share by fixing the "comprehension gap" that has historically held back the industry. The focus now shifts to how Saraf will deploy AI-driven tools to personalize the insurance buying journey in a market that is notorious for high customer acquisition costs and a low tolerance for friction.
