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The insurance industry of India has started to reveal the potential after the process of reforms were started on the basis of recommendation of R.N. Malhotra Committee, which was set up in 1993 with an objective of creating a more efficient and competitive financial system suitable for the Indian economy. After the implementation of government policies on globalization and liberalization, the consumers have become more critical of the quality of service. Consumers are now very much aware of the alternatives available in relation to services and the provider organizations. The present study is an endeavor to examine the effect of reforms on the performance of the LIC, to assess the comparative service quality level of life insurance companies in India, analyze the effect of service quality on customer loyalty and finally to identify the gaps in the performance so as to make suggestions to improve the performance of the life insurance Industry in India.