Imagine playing card game with your friends, and you all agree to show your cards to make it fair. If you hide some of your cards or don't reveal the important ones, it's like hiding information intentionally. Just like in the card game, if you're caught hiding your cards, it can affect the fairness & outcome of the game - if a policyholder knowingly hides essential information from the insurance company, that is called non-disclosure & can affect the coverage and the benefits the loved ones receive if something happens to the policyholder. Some examples of non- disclosure are - hiding medical history, previous policies held, country of origin for NRI customers, etc