Specifically targeted at the first-time users of payment cards, the Andhra Bank MasterCard Electronic card offers the flexibility and convenience of a payment programme - that is fast, safe and efficient while helping consumers have better credit control.

Launched for the first time in the country by MasterCard International in 1999, MasterCard Electronic has been designed keeping in mind the unique requirements of consumers and member banks in India, while promoting the acceptance of electronic payment mechanisms in the country.

With the MasterCard Electronic card programme, Andhra Bank will provide the advantage of an efficient and state-of-the-art payment tool to consumers. Thus, a large section of consumer segments especially first-time users, will now be able to enjoy the convenience of a MasterCard payment programme in a secure environment.

The Andhra Bank MasterCard Electronic card can be used at a vast and rapidly expanding base of acceptance locations across the country. This card programme offers error-free, efficient and faster settlement for merchants while addressing risk-related issues for the bank through its electronic capability.

Valid in India, the Andhra Bank MasterCard Electronic card has been designed to work at all acceptance locations in India that have an electronic Point of Sale Authorisation terminal and display the MasterCard Electronic brand mark, and at all MasterCard / Maestro / Cirrus ATMs.

The key features of this card programme include 100 per cent electronic authorisation, (transactions have to be card read via an electronic terminal), a non-embossed card and signature-based cardholder verification. MasterCard Electronic cards cannot be accepted by non-terminalised merchant locations since all transactions have to be electronically read via the magnetic stripe.

Says an Andhra Bank spokesperson: ''We at Andhra Bank have been making continuous efforts to improve customer service to the satisfaction of our clients by introducing modern banking facilities. The launch of the Andhra Bank MasterCard Electronic card is an important step in this direction, offering distinct advantages to customers and merchants. This innovative state-of-the-art card programme will give the bank a unique advantage to serve a wider audience of customers who are currently unable to experience the convenience of payment cards.''

Says MasterCard International vice-president and country manager (South Asia) Sameer Vakil: ''MasterCard International is pleased to be working with Andhra Bank for the launch of the MasterCard Electronic card programme. Andhra Bank will gain immensely from the inherent benefits of MasterCard Electronic, uniquely developed to suit the needs of the Indian market. Consumers, who were unable to get a card earlier, can now enjoy the power of plastic with the Andhra Bank MasterCard Electronic card.''

MasterCard International launched MasterCard Electronic for the first time in India as part of an overall payment product strategy to provide customised solutions to address specific consumer credit segments.