How to redeem rewards points for dual sapphiro / coral rupay?

[Purnima]

I have the Dual MC+Rupay Sapphiro + Coral Rupay from ICICI.
Can somebody guide me to how do I redeem the rewards as cash?

I could only find option to buy (expensive) stuff on the ICICI rewards portal.
I also remember seeing somewhere that I need to contact the customer care for this but I am hoping there is a better option as reaching a human in ICICI call is a nightmare in itself.

 

[SatyG]

Check out the options in iShop portal.

https://infinity.icicibank.com/corp/AuthenticationController?FORMSGROUP_ID__=AuthenticationFG&__START_TRAN_FLAG__=Y&FG_BUTTONS__=LOAD&ACTION.LOAD=Y&AuthenticationFG.LOGIN_FLAG=1&BANK_ID=ICI&CTA_FLAG=ISHOP

 

[theflash]

Check out the options in iShop portal.

https://infinity.icicibank.com/corp/AuthenticationController?FORMSGROUP_ID__=AuthenticationFG&__START_TRAN_FLAG__=Y&FG_BUTTONS__=LOAD&ACTION.LOAD=Y&AuthenticationFG.LOGIN_FLAG=1&BANK_ID=ICI&CTA_FLAG=ISHOP

That will be usable as 50% afaik.