be passed by them in the first phase for example reliance life insurance had almost 98 of its business from ulips reliance life insurance president and executive director malay ghosh said the companys significant growth in the past few years has been on the back ulips the new norms on ulips will push their sales as they are more saleable than earlier the guidelines are in favour of customers in terms of lower charges and guaranteed returns among others these will make ulips an attractive proposition said mr ghosh the strategy at reliance life now is to create a balanced product basket of 5545 between ulip and nonulip products and maintain transparency and flexibility in both the product categories in the apriljune quarter we saw a 5050 sales trend between ulips and nonulips the company plans to file with irda for more such products and launch them in the next 23 months