hyderabad icici prudential life on tuesday launched icici pru pure protect a flexible and affordable term product the product is designed to provide customers with the option of availing an insurance cover and provide total security to their dependents in case of an unfortunate event a press release from the company said bhargav dasgupta executive director icici prudential life said while designing our products we have always kept our consumers convenience in mind following this philosophy of consumercentricity we have introduced various innovative yet simple products to enable consumer their life health and pensions needs effectively further we believe it is crucial to provide customers across all income segments the ability to cover their life and provide security to their dependents hence we have further strengthened our term products portfolio with the launch of pure protect a product designed to provide life cover at one of the lowest rates in the market icici prue pure protect is available in two variants icici pru pure protect classic for sum assured of up to rs 2500000 and icici pru pure protect elite for sum assured of rs 2500000 and above the term of the policy aims at providing insurance at the lowest rates in the market with premium starting from as low as rs 2400 per annum