Launched in 2005, Itz Cash Card Ltd., is India's first ever "Multi Purpose Prepaid Cash Card company" and the leader in this sector. Introduced by the highly diversified Essel Group - a business conglomerate, having businesses in Media and Entertainment, (Zee Network), Tourism and Amusement, (Essel world & Water Kingdom), Packaging, (Essel Propack), Publishing(DNA), and Satellite entertainment (Dish TV).ItzCash is another successful venture that has innovated the entire paradigm of payment solutions across the web and the mobile.