Axis Bank Launches 3rd Edition of Sparsh Week 2025 with Axis Max Life–IPPB Partnership to Boost Customer Experience and Insurance Reach.

On 1 September 2025, Axis Bank Limited launched the 3rd edition of its flagship initiative Sparsh Week, held from 1 to 5 September 2025, across 5,868 branches in 40 cities under the theme “Raise the Bar.” The programme aims to enhance customer experience, strengthen employee engagement, and expand leadership visibility while introducing new customer-centric offerings.

      - Sparsh Week 2025 brought together more than 1 lakh Axis Bank employees across India under four guiding principles—Own the Brand, Own the Customer, Act with Speed, and Zero Pendency. The initiative reflects the bank’s commitment to operational excellence and building deeper connections with its customer base.

      - The programme was led by Amitabh Chaudhry, Managing Director (MD) and Chief Executive Officer (CEO) of Axis Bank, who along with over 40 senior leaders, personally visited teams and customers across 40 cities. These visits included mentorship sessions designed to reinforce the bank’s cultural values and encourage frontline engagement.

      - Axis Bank used the week to promote several financial products, including home loans starting at 7.6% interest rates, tailored to Credit Information Bureau (India) Limited (CIBIL) profiles. The bank also offered promotional benefits on gold loans, current accounts, Axis Direct Demat accounts, foreign exchange (FOREX), lockers, family banking, and health insurance products.

Main Point :-   (i) A key highlight of Sparsh Week 2025 was the announcement of an insurance distribution partnership between Axis Max Life Insurance Limited (formerly Max Life Insurance) and the India Post Payments Bank (IPPB). This strategic collaboration aims to expand life insurance penetration, particularly in semi-urban and rural regions of India.

      (ii) Through this partnership, life insurance products will be distributed via 650 IPPB branches and more than 1,64,000 post office access points nationwide. This makes it one of the most expansive outreach models, leveraging the wide postal network to deliver financial protection to underserved communities.

(iii) Products introduced under this collaboration include the Smart Wealth Advantage Guarantee Plan (SWAG), the Smart Vibe Plan, and traditional term insurance offerings, focusing on Tier 3 and Tier 4 cities. This move aligns with the government’s financial inclusion vision and Axis Bank’s goal of providing affordable, accessible, and scalable insurance solutions across India.
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