About the practice
An adviser you can still reach.
Elite Wealth Associates & Services is a small practice working with Indian families and owner-run businesses across insurance, investments and lending. One adviser, one record of everything the household holds, and one number to call when something happens.
Why we exist
Advice that outlasts the sale.
Most households in India buy cover from whoever asked first, a fund from whoever was on the phone that week, and a loan from whichever desk was nearest. Three people, three files, and nobody holding the whole picture. The products are rarely the problem. The sizing usually is, the disclosure almost always is, and nobody reads the wording or the scheme document back to the family before they sign.
Then the person who sold it moves on. Renewal notices go to an old email address. Cover placed for a household of three is never revisited when it becomes a household of five with a home loan. A fund bought for a goal outlives the goal. And when a claim finally arrives, the family is alone with a call centre.
This practice exists to be the part that stays. We place the cover, arrange the borrowing, distribute the funds, keep the file, review all of it together every year, and take the claim on ourselves when it comes. That is the whole proposition. There is nothing clever underneath it.
Six things we will not do.
A practice is defined at least as much by what it declines. These are ours, and you are entitled to hold us to them.
- We will not present an investment-linked policy as though it were protection.
- We will not complete a proposal form on your behalf, or leave a question blank to keep a premium down.
- We will not recommend a policy or a scheme whose document we have not read.
- We will not quote a settlement figure, a ratio, a return or a credential we cannot evidence — and we will never project what a fund is going to do.
- We will not defend a holding that has stopped suiting you, whether it is a policy, a fund or a loan.
- We will not increase cover, start a new investment or arrange further borrowing without first stating, in writing, what it is for.
How we work
Four principles, held without exception.
Every one of these costs us something. That is roughly the point of having them.
Independent by structure
We are not tied to a single insurer's product sheet, a single fund house or a single lender. Cover is compared on wording, exclusions and claims record; schemes on mandate, cost and consistency; loans on total cost rather than the headline rate. The reasoning is written down and given to you.
How we are remunerated is stated at the outset — commission from the insurer, fund house or lender, never a charge to you. Ask, and you will be told again in writing.
Disclosure done properly
The proposal form is completed with you, in full, in one sitting — conditions, habits, income, existing policies and earlier claims. A copy of what was declared stays with you.
It is slower and it sometimes raises the premium. It is also the single largest determinant of whether a claim is ever paid.
Reviewed every year
Salaries change, loans close, children are born, parents age, businesses take on staff, markets move. Anything placed once and never revisited quietly stops matching the family it was bought for.
Once a year we test the sums insured against the actual liabilities, read the portfolio against the goal it was built for, and check the loan against what is now available — and tell you what has drifted, including where you are over-insured and paying for it.
Claims advocacy, not a helpline
When something happens you contact one person. We intimate the claim, assemble the document pack, deal with the surveyor, and stay on the file until it closes.
If a claim is repudiated we read the reason against the wording and help you escalate. How a claim works
Advice given across a desk, not through a call centre.
The people
Whoever holds your file, you will know their name.
The practice is led by Ashok Lamba, who has spent more than thirty years in insurance consulting in India — long enough to have seen how policies actually behave at claim time rather than how they read at the point of sale.
It is deliberately small. That is a constraint, not a boast: it means the person who advised you is the person who answers when you call, and it means there is a limit to how many households we can hold properly at once.
- Owner and principal adviser — Ashok Lamba
- Experience — 30+ years in insurance consulting
- Mutual funds — registered distributor with AMFI
Anyone else who joins will be listed here by name and by qualification. We will not describe the practice as a team while it is one person, and we will not describe it as one person once it is not.
Who we work with
Associate partners.
The practice is backed by established names across insurance, distribution and infrastructure. They are associates of this practice, not services we sell.
Satvik Aavaas Infra
Infrastructure and development associate.
AssetsPlus
Mutual fund distribution platform.
Tata AIA Life
Life insurance partner.
Policy Bazaar
Comparison and placement partner.
Global Links
Associate partner.