 Since ULIP (Unit Linked Insurance Plan) returns are directly linked to market performance and the investment risk in investment portfolio is borne entirely by the policy holder, one needs to thoroughly understand the risks involved and one’s own risk absorption capacity before deciding to invest in ULIPs.There are several public and private sector insurance providers that either operate solo or have partnered with foreign insurance companies to sell unit linked insurance plans in India.The public insurance providers include LIC of India, SBI Life and Canara while and some of the private insurance providers include Aegon Life, Edelweiss Tokio Life Insurance, Reliance Life, ICICI Prudential, HDFC Life, Bajaj Allianz, Aviva Life Insurance,Max life insurance , Kotak Mahindra Life, and DHFL Pramerica Life Insurance.