ICICI Lombard General Insurance, one of India’s leading private general insurers, today announced the launch of Service Assure, a new commitment under its IL Smart Assist (Road Side Assistance) offering. A one-of-the-industry’s-first roadside assistance promises, Service Assure commits to reaching private car customers within 30 minutes across eight metro cities when their vehicle breaks down or is involved in an accident. The launch coincides with the company’s 25-year milestone and marks the next step in its journey of converting motor insurance from a claims-service category into a service assurance category.
Service Assure is available in Mumbai, Delhi, Bengaluru, Chennai, Hyderabad, Kolkata, Pune and Ahmedabad
A vehicle breakdown is among the most stressful moments a car owner faces, made worse by the uncertainty of when help will actually arrive. While roadside assistance has been widely available in India for years, response times have largely been left vague in customer communication. Service Assure changes that by putting a specific, measurable, customer-facing time commitment at the centre of the experience.
When a customer’s vehicle breaks down or meets with an accident, they simply call ICICI Lombard’s toll-free number 1800 2666. The company verifies the policy, confirms the customer’s exact location via WhatsApp, and assigns a trained technician or a towing truck where required, at which point the customer receives the technician’s or driver’s details and the 30-minute Service Assurance clock begins. If the service is delayed beyond the promised time, the customer receives a confirmation call along with a set of pre-defined service benefits, including personalised assistance from a claims expert, a vehicle check-up to identify the cause of the breakdown, customer distress support and replenishment of the First-Aid Kit.
Service Assure follows ICICI Lombard’s June 2024 launch of Smart Saver Plus, one of industry-first add-on under which the company motor repair turnarounds of five days at selected preferred partner garages for claims up to ₹50,000. A assurance on the quality of workmanship for a period of 24 months or 10,000 kms post-repair whichever is earlier for the repairs carried out at the Selected Preferred Partner Garage is also provided. With IL Smart Assist – Service Assure, the company is now extending the same assurance-led approach upstream from the repair moment to the breakdown moment itself. Together, the two offerings reflect a deliberate, multi-year shift in how ICICI Lombard is reshaping the motor insurance experience: moving the category from claims service to claims assurance, and now to an assurance that begins the moment a customer needs help on the road.
Commenting on the launch, Mr. Gaurav Arora – Chief Commercial Lines & Motor (Underwriting & Claims), ICICI Lombard, said,
“A year and a half ago, with Smart Saver Plus, we made a promise to our customers about the time we take to repair their car. With Service Assure, we are now making a promise about the time we take to reach them in the first place. Each step takes us closer to a simple idea — that motor insurance should be measured not just by what it pays, but by how quickly and reliably it shows up.”
Mr. Manish Vij – Founder, Global Assure (Service provider for Service Assure), said,
“A vehicle breakdown can leave drivers stranded for hours—anxious, uncertain, and waiting endlessly for help. At Global Assure, we know that when you’re stuck on the road, every minute matters. That’s why we are thrilled to partner with ICICI Lombard to bring our 30-Minute Service Assurance to their customers across the top 8 cities. By combining ICICI Lombard’s trusted insurance coverage with our rapid roadside support and real-time tracking, we are ensuring complete peace of mind and transforming roadside anxiety into swift, reliable relief.”
About ICICI Lombard General Insurance Company Limited
ICICI Lombard is the leading private general insurance company in the country. The Company offers a comprehensive and well-diversified range of products through multiple distribution channels, including motor, health, crop, fire, personal accident, marine, engineering, and liability insurance. With a legacy of over 2 decades, ICICI Lombard is committed to customer centricity with its brand philosophy of ‘Nibhaye Vaade’. The company has issued over 39.2 million policies, over 3.4 million claims processed and has a Gross Written Premium (GWP) of ₹ 306.18 billion for the year ended March 31, 2026. ICICI Lombard has 341 branches and 15,008 employees, as on March 31, 2026.
ICICI Lombard has been a pioneer in the industry, being the first large-scale insurance company in India to migrate its entire core systems to the cloud. With a strong focus on being digitally-led and agile, the company has introduced multiple AI-powered insurance solutions. The company’s flagship insurance and wellness app, IL TakeCare, which has received over 21.0 million downloads, also offers the industry’s first Face Scan feature. The company has won several prestigious awards- including the Insurance Asia, ICC Emerging Asia Insurance, ET BFSI Exceller, ET Corporate Excellence, Golden Peacock, FICCI Insurance, Assocham, Stevie Asia Pacific, and National CSR in recognition of its various initiatives. For more details log on to https://www.icicilombard.com/.
