Center Renames Ayushman Bharat Health and Wellness Centers to Ayushman Arogya Mandir

The Union Government has recently made a significant decision to rebrand the existing Ayushman Bharat Health and Wellness Centres (AB-HWCs) as ‘Ayushman Arogya Mandir’ with the tagline ‘Arogyam Parmam Dhanam.’ This move, communicated through a letter to all States and Union Territories by the Union Health Ministry, aims to enhance the identity and outreach of these primary healthcare facilities. The rebranding process is expected to be completed nationwide by the end of 2023.

The decision to rename Ayushman Bharat Health and Wellness Centers as Ayushman Arogya Mandir marks a significant step in reinforcing the identity and impact of these primary healthcare facilities. With clear guidelines, a reasonable budget, and a stipulated timeline for implementation, the initiative aims to streamline the rebranding process across the country, contributing to a more cohesive and effective healthcare ecosystem.

Key Changes and Guidelines

The rebranding initiative emphasizes retaining the National Health Mission (NHM) logo in the renamed centers. The use of scripts other than Devanagri (Hindi) or English is permitted for branding, with the condition that the full and exact title can be translated into the state language(s). However, the tagline must be transliterated in the state language(s). The Union Health Ministry has proposed a budget of ₹3,000 per facility for the renaming process.

Implementation Timeline:

States and Union Territories are urged to swiftly execute the rebranding process to meet the deadline set by the end of 2023. The timely completion of this initiative is crucial to ensure a seamless transition and to project a unified identity for these health and wellness centers.

Retaining NHM Logo:

One of the noteworthy aspects of the rebranding directive is the insistence on retaining the NHM logo. This decision aims to maintain a visual continuity and connection with the larger National Health Mission, aligning the renamed centers with the overarching healthcare objectives of the nation.

Multilingual Branding:

For states opting for scripts other than Devanagri or English, the guidelines permit the translation of the full title into the state language(s). However, the tagline must be transliterated in the state language(s), ensuring consistency in communication while catering to linguistic diversity.

Financial Implications:

The proposed budget of ₹3,000 per facility for the renaming process signifies a reasonable allocation of funds for this nationwide initiative. The financial aspect has been considered to facilitate a smooth transition without imposing an undue burden on the states.

Healthcare Services Provided by Ayushman Arogya Mandir:

With more than 1.6 lakh AB-HWCs currently in operation across India, the renamed Ayushman Arogya Mandir centers play a crucial role in providing comprehensive primary healthcare services. These services encompass maternal and child health services, as well as the provision of free essential drugs and diagnostic services. The centers are pivotal in offering screenings for various health conditions, including hypertension, diabetes, oral, breast, and cervical cancer.

Documentation on AB-HWC Portal:

As part of the rebranding process, States are required to upload new photographs of primary health facilities with the new name on the AB-HWC portal. This documentation step is essential to update the official records and ensure that the nationwide network of health and wellness centers reflects the new nomenclature.

Important Questions Related to Exams

1. What is the primary objective of renaming Ayushman Bharat Health and Wellness Centres to Ayushman Arogya Mandir, as stated by the Union Government?

Solution: The primary objective is to enhance the identity and outreach of these primary healthcare facilities.

2. According to the Union Health Ministry’s directive, what is the proposed budget per facility for the renaming process?

Solution: The proposed budget is ₹3,000 per facility.

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