merican Express recently introduced India's first general insurance credit card in association with ICICI Lombard and Hindustan Petroleum Corporation Limited (HPCL). American Express is not new to tie-ups. It has a deal with Indian Airlines for co-branded charge cards and also a credit card. Apart from that it also tied up with the India Today Group for a co-branded credit card.

Amex is not the only company to use co-branded cards as a weapon to segment and differentiate product offerings. SBI has linked up with LG, while ICICI has Kingfisher Airlines and Big Bazaar, among others.... more