The Indian government has chosen to rename the Ayushman Bharat-Health and Wellness Centres, rebranding them as ‘Ayushman Arogya Mandir.’ Official sources report that the Union Health Ministry has communicated this decision to states and Union territories, urging them to execute the rebranding initiative by the year’s end. In a letter dated November 25, the ministry directed states to share images of the revamped primary health facilities on the Ayushman Bharat-Health and Wellness Centres (AB-HWC) portal. It emphasized retaining the National Health Mission (NHM) logo in the rebranded centers, which will now feature a new tagline: ‘Arogyam Parmam Dhanam.’
The letter explained the rationale behind the change, stating, “These centers have been successful in taking the thinking and healthcare delivery from illness to wellness. Now, going one step ahead and to realize the dream of Ayushman India, the competent authority has decided to rename the Ayushman Bharat-Health and Wellness Centres as ‘Ayushman Arogya Mandir’ with the tagline ‘Arogyam Parmam Dhanam.'” The directive specified that the new name and tagline should replace the existing title ‘Ayushman Bharat – Health and Wellness Centre’ across all operationalized AB-HWCs. If scripts other than Devanagari (Hindi)/English are employed, the full title can be translated into state language(s), while the tagline must be transliterated.
The proposed funds for the renaming endeavor amount to Rs.3,000 per facility. After completing the rebranding, states are instructed to upload new photographs of primary health facilities sporting the updated name on the AB-HWC portal. The Ayushman Bharat Yojana has successfully established over 1.6 lakh AB-HWCs under the Government of India’s flagship program, with 219 crore footfalls in the past five years. These centers aim to deliver comprehensive primary healthcare services, including maternal and child health services, alongside free essential drugs and diagnostic services, in proximity to individuals’ residences. As of November 24, the AB-HWCs have conducted screenings for various health issues, with over 2.71 crore wellness sessions held at these centers.
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