3i Infotech Ltd. has partnered with ICICI Lombard, Airtel and Max New York Life to offer a range of services to rural consumers under the I-SERV brand. The company said the announcement follows its commitment to constructively harness the rural consumption through its recently launched I-SERV initiative. 
Through this partnership ICICI Lombard, Airtel and Max New York Life will help 3i Infotech provide a range of retail services in the general insurance, telecom and life insurance sectors, respectively. ICICI Lombard will provide its entire suite of general insurance products like Motor, Home, Travel and Health. Additionally, the company will also make available specific Rural Insurance products like Cattle, Tractor and Weather Insurance through these I-SERV stores.
Airtel will use the I-SERV retail stores for marketing, promotion and distribution of various cellular services across this space. Max New York Life will offer Max Vijay, a product designed for the underserved segment of the society to meet the unique challenges of unpredictability in life and their income flow. 3i Infotech is setting up 12,500 ISERV stores across nine Indian states including Haryana, Uttar Pradesh, Madhya Pradesh, Gujarat, Maharashtra, Goa, Andhra Pradesh, Tamil Nadu and Delhi. These stores will deliver services related to Banking, Insurance, Mobile, Education, Ticketing and Utilities.
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