MUMBAI: Another innovative product comes out of the Essel group.

The Subhash Chandra led company which spawned the money spinning online lottery venture in the country, Playwin, has floated another product that will not only entice introduce a payment mode for applications like shopping online, surfing the net , making overseas calls but also to play Playwin games by calling from a telephone or cell phone.

Itz Cash, launched by a Essel company Intrex India recently, has made a quiet entry in the market, supported by a radio and print campaign and easy availability at all pre-paid cellular outlets and Playwin terminals in Mumbai. While the product basically attracts cell phone users (chiefly the SEC A and B consumers, who have thus far shunned online lottery) into playing the fortune games, allowing them to play Super Lotto, Thunderball and Max Lotto, the company has also tied up with Orange to enable consumers to play Super Lotto via SMS.

The compnay has also tied up with Rediff.com to induce online viewers into using the stored value card for online shopping and with HCL Infinet for enabling payment for buying and renewal of Internet connections.

According to the official Itz Cash website, the parent company Intrex India Limited is a public limited company incorporated in 2000 by the Essel Group, set up wit to play a revolutionary role in the financial services industry. Intrex, says the site, has set up two innovative businesses within the span of two years of its operations - the Intrex Trade Exchange and ITZ Cash.

ITZ Cash introduces multipurpose stored value cards of various denomination (Rs 100, Rs 250 and Rs 500) which can be used to purchase various goods and services from affiliated merchants based on an 'anywhere, anytime' concept. This, the company aims, will offer an opportunity to various business organizations to sell their product and services to consumers.