3i Infotech, global information technology company, announced the launch of I-Serv, a brand for its retail services through which a comprehensive range of services like Banking, Insurance, Mobile etc will be provided to the consumers in the remote areas and empowering them in their daily activities.Anirudh Prabhakaran, executive director and president-South Asia of 3i Infotech Limited announcing the first of its kind services, catering to the rural pockets, said that it (I-Serv) will bring the benefits of technology to the doorsteps of the common man. Prabhakaran, a product of BITS Pilani has a long experience of working with the IT sector and has worked with Wipro Infotech for over 14 years before joining 3i Infotech in June 2006.The newly launched I-Serv will serve the rural customers through 12,500 stores across nine states including Haryana, Uttar Pradesh, Madhya Pradesh, Tamil Nadu and Delhi. To ensure maximum utility to the rural customers, I-Serv stores will be managed by trained operators and will be equipped with the latest IT infrastructure including PCs, scanners, telephones and round-the-clock connectivity.Laying stress on the techniques to leverage technology for the benefit of the masses, Prabhakaran says, “The real benefit of technology is when the common man in the rural areas starts benefiting from the IT Enabled Rural Retail (ITERR) services. Our idea of technology is to use it as a medium of service and not the end in itself.”I-Serv stores which will also house a training manual in local language will benefit between 300 to 3000 households by offering a bouquet of products & services. The consumers will be charged Rs 5 per service and each household will be offered at least five services.Talking about the viability of the I-Serve in rural areas, Prabhakaran highlights that rural India houses more than 70% of India’s population and represents a unique opportunity to employ technological capabilities for bridging the existing urban-rural divide. “We are proud to be one of the pioneers to roll out a service aimed at providing affordable value added services to the end customers, thereby transforming lives of consumers on a larger scale,” Prabhakaran asserts.Out of the target of 12,500 stores which the company endeavors to accomplish in the coming 12 months, 50% of the stores will be operated through the local entrepreneurs and the remaining 50% will be managed by the personnel employed by the company. Talking about the jobs the company is going to generate Prabhakaran says, “Generating jobs was never a guiding factor for us, but the company is going to employ at least 12, 500 people to look after the stores.”
