Reimagining Rebranding: GCI Gives Legacy Waste a Second Life
Transforms outdated brand materials into educational kits for underprivileged children in Mumbai
Mumbai, Oct 17: 2025: In a pioneering move that blends brand transformation with environmental and social impact, Generali Central Insurance Company Limited (GCI) (Formerly Known as Future Generali India Insurance Company Limited), the newly formed joint venture between Generali Group and Central Bank of India, has launched ‘Rebrand with Purpose’, a first-of-its-kind initiative that repurposes legacy branded materials into educational kits for underprivileged children.
As part of this sustainability-led rebranding exercise, GCI has upcycled old stationery, brand collaterals, signages, paper, and other branded materials bearing its previous brand identity into 1,000 thoughtfully curated educational kits. These include notebooks, pencil sets, and learning tools, now being distributed to children in underserved communities across Mumbai.<
Commenting on the initiative, Ruchika Malhan Varma, Chief Marketing, Customer and Impact Officer, Generali Central Insurance said:“At GCI, sustainability isn’t a checkbox, it’s a value we embed deeply into our culture, our strategy, and the way we operate every day. As responsible corporate citizens, we believe that meaningful transformation must reflect not just in what we say, but in our everyday actions. Rebrand with Purpose is our way of turning legacy into impact - repurposing our past to uplift communities and shape a more sustainable future.”
In partnership with NGO Environment Seva, GCI upcycled and recycled legacy branded materials into 1,000 educational kits. These kits were distributed to underprivileged children at a school in Chembur by Mr. Anup Rau, MD & CEO, Generali Central Insurance alongside other leaders of the organization. The initiative reflects GCI’s commitment to sustainability and social impact, turning corporate waste into meaningful resources for young learners.
About Generali Central Insurance Company Limited
Generali Central Insurance Company Limited (formerly known as Future Generali India Insurance Company Limited) is a strategic joint venture between two distinguished financial institutions: the Generali Group, a global insurance enterprise with 193 years of operational heritage holding a 74% majority stake, and the Central Bank of India, India's first commercial bank with 113 years of established banking excellence.
Established in 2006, the Company was set up with a clear mandate to offer retail, commercial, personal, and rural insurance solutions, enabling individuals and businesses to effectively manage and mitigate risks. Generali Central Insurance (GCI) broke even in FY 2013-14 - a landmark achievement in just six years of operations.
As of FY 2024-25, GCI maintains robust financial fundamentals with ₹7,938 crore of assets under management and Gross Written Premium of ₹5,547.5 crore. The Company has established itself as a formidable presence in India's insurance landscape, securing a position among the nation's top 10 private general insurance companies.
GCI has consistently demonstrated excellence in organisational culture and operational performance - receiving the ‘Great Place to Work’ certification six times in a row. The Company has also earned numerous industry accolades including the Emvies Awards 2025, The Economic Times Brand Disruption Awards 2025, ET Trendies 2025, ET Now Global Innovation Network Awards, and the Di-Verse Certification for Disability Inclusion in 2025.
