The book has been properly written with an objective to assess the potential of insurance according to household income groups in rural areas of Jammu and Kashmir. It also aims to generate a socio-economic profile of the insured and uninsured population in rural areas of Jammu and Kashmir. The book also aims to study and analyze the awareness levels of the insured and uninsured regarding need for insurance, types of insurance available, insurance interest, benefits of insurance, and benefits of insurance investment. It involves an empirical investigation of the extent to which advertising affects sales. I believe that our findings would be of great interest to the wide and diverse readership of the people.