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Rediff.com  » Business » AmEx launches its first ever Diwali gift card

AmEx launches its first ever Diwali gift card

By A Correspondent
October 29, 2010 16:26 IST
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For this festive season, American Express has come up with a gift card with an exclusive Diwali theme.

"We're absolutely delighted as a company to launch the Diwali card for Indian American this year," says Alpesh Chokshi, president, global prepaid business, adding that this is the first such effort the company is making to address the needs of the Indian community in the US.

The idea came from American Express employees, who saw how last year the company had opened up its prepaid cards to a more diverse community with offerings such as the Chinese new year card and the Felicidad card for the Hispanic market.

"The Asian Network at American Express brought the idea to our team. In fact, they designed the card as well" after a contest, says Chokshi.

Unlike most other gift cards, American Express gift cards have no fees after purchase -- for activation, for checking a balance, monthly servicing or card replacement.

Also, the funds on the cards never expire, and if the card is lost and stolen, funds can be replaced. And they can be used at any place that accepts American Express cards.

The card is accepted at millions of locations in the United States, Puerto Rico and the US Virgin Islands where American Express Cards are accepted.

"You can be confident during Diwali that you are giving 100 percent gift and zero percent fees," says Chokshi.

Chokshi, who was born in India and moved to the US with his parents in the late sixties, says things have changed considerably since his childhood when it was hard to find an Indian restaurant or grocery store anywhere. Now, it is hard to miss them.

"When there's very little of your culture it's very hard to succeed, to survive, to integrate with the community. I've seen it all first hand but now, as we've seen the Indian community grow in America and expand over time, to me it's a signature day for the community when a Diwali gift is being introduced," says Chokshi.

The Diwali Gift Card is available in denominations of $25, $50, $100 and $200 and is available online (at www.americanexpress.com/diwali) for a limited time. In addition, American Express is offering free standard shipping when customers enter the promo code "Diwali".

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A Correspondent in New York
 

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