BANGALORE, INDIA: 3i Infotech, a global information technology company, announced strategic partnerships with ICICI Lombard, Airtel and Max New York Life to offer a comprehensive range of services to rural consumers under I-SERV brand.

Through this partnership ICICI Lombard, Airtel and Max New York Life would help 3i Infotech to provide retail services in general insurance, telecom and life insurance sectors respectively.

ICICI Lombard would provide its entire suite of general insurance products like motor, home, travel and health. Additionally, the company would also make available specific rural insurance products like cattle, tractor and weather insurance through these I-SERV stores. 

Airtel would use the retail outlets to market, promote and distribute cellular services across this space. Max New York Life would offer Max Vijay, a product designed specifically for rural India. 

Anirudh Prabhakaran, executive director and president, South Asia, 3i Infotech said, "We have taken care to align with organisations having similar commitment to use technology as a tool to enrich lives and to empower Rural India. The wide reach of our I-SERV stores coupled with the experience and expertise that these organisations bring to this relationship, will benefit Rural India. It's a www, i.e. win-win-win for the Rural Consumers, the Partners as well as the I-SERV stores."

Sandeep Bakhshi, MD and CEO, ICICI Lombard said, "We aim to touch 10 million lives across rural India through various health and rural insurance schemes as part of our financial inclusion initiative. Our alliance with 3i Infotech for its I-SERV initiative is part of our effort in expanding the general insurance footprint through government partnerships, NGOs and MFIs."