The paradox of choice can be best witnessed when it comes to insurance. Over a decade ago, just as the insurance industry in India was settling in with a clutch of new private insurers introducing new forms of insurance, the mood among consumers was that of euphoria. Finally, there was choice and plenty of options to pick from. Around the same time, Sheena Iyengar, an expert on the subject of choice, was publishing a series of studies showing the opposite to be true. The psychology of choice is much in talk today and proponents of ‘less is more’ repeatedly demonstrate that when it comes to making a choice, fewer options work.