With insurance companies using no. of CI their plans cover as a marketing feature (e.g up to 100+ CI etc), is this a crucial point that impacts claiming? Since definitions of CI are governed by LIA?

Anything above the 37 standardized list by LIA can be seen as extra. Some of these conditions have not affected anyone in the developing world since the turn of the century while some are very rare but still do occur.

Imo as long as the standard few are there, anything more is a good to have sure, but not needed.

So having more conditions also doesn't mean it's better, you also have to take a look at the definitions of those conditions and anything that is paid upon early and intermediate stages for even the 37 main ones can be different from insurer to insurer.