Aviva, UK's largest insurance group, had successfully established itself as a competitor in the Indian insurance market. However, it still faced problems like other insurance companies related to retaining its sales force. The company was looking forward to grow further and capture untapped markets. This case describes the importance and issues of management of Direct Sales force in an insurance organization. Recruitment and retention issues are explained in detail. Students are expected to analyze the HR policies and recommend improvements to help the organization overcome the problem faced by them.