Abstract: Life insurance is a financial product, which is generally meant for risk coverage. In fact, it is a risk management tool used for minimizing the inherent risk pertaining to economical value of life. India is a fast emerging economy, but still an under developed market for life insurance. As a matter of fact, life insurance is still considered an unsought product in India. Insured market accounts for 25% in India, which reveals that a major chunk of insurable population is uninsured. There are several reasons responsible for this gap. In order to find out such factors an empirical study has been conducted in the city of Varanasi, the cultural capital of India.