new delhi indiafirst life insurance a joint venture between bank of baroda and andhra bank along with the uks leading risk wealth and investment company legal general has announced the launch of lifestore a complete doityourself online store for understanding and buying insurance lifestore is a doityourself website which aims to help customers transact their insurance requirements on the back of authentic information online advice services and realistic expectations through lifestore we aim to reach out to millions of internet users a sizable number of whom are either active and or potential customers thus widening the scope of the market across the country the core objective behind launching lifestore is to help simplify insurance and encourage customers to make their own decisions related to insurance through the power of the knowledge anytime and anywhere said p nandagopal managing director ceo indiafirst life insurance through lifestore indiafirst will now be tapping the approximately 70 million internet users in india the digital medium is a growing category and still untapped this is one of our business priority areas and we are looking at further expanding onto the mobile platform and interactive kiosks as well he added apart from simplifying insurance and reducing fear about the category this will bring the concept of transparency to the fore and increase channels for the customers to reach insurance service providers