Dear Sandeep. As far as term assurance plan is concerned I do not think LIC has any added advantage. Had it been about a traditional plan my answer could hv been different. As long as you are truthful while filling the proposal form & paying premium on time , you are ' safe' anywhere. In my view LIC service level would be at par if not better in comparison to any private company. It has its working on ' de-centralised' mode & much of the servicing & claim work is finished at branch level itself. While buying term plan you just concentrate on features & pricing. Though theoriitically all insurance co are same but better to hv it from top 10.