In the current era the nature of doing business has changed drastically. Several challenges have been posed before businesses. After COVID-19, distribution of products and services has been unprecedentedly changed. Many online and direct channels have come up. Insurance is also such a business where distribution has an important role to play. This particular study focuses on performance of individual agents and the bancassurance channel of the private sector life insurance industry. Every company explores those distribution channels which will give maximum sales with minimum cost. Study will help to understand which channel is growing and which one is facing challenges.