The Union Government has decided to rename the existing Ayushman Bharat Health and Wellness Centres (AB-HWCs) as ‘Ayushman Arogya Mandir’ with the tag-line Arogyam Parmam Dhanam.
In its letter to all States and Union Territories, the Union Health Ministry has urged that they complete the rebranding process by the end of 2023. “As part of this effort, states have been instructed to upload photographs of the rebranded primary health facilities onto the AB-HWC portal,” said a senior Health Ministry official
It has been underlined that the National Health Mission (NHM) logo is to be retained in the rebranded centres, the communication added.
In the letter dated November 25, the Ministry said that the wellness centres have been successful in taking the thinking and healthcare delivery from illness to wellness.
“Now, going one step ahead and realising 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 letter said.
If scripts other than Devanagri (Hindi) or English are to be used for branding, then the full and exact title can be translated into the state language(s), but the tagline must be transliterated in the state language(s), the letter said. The funds required for renaming the existing facilities have been proposed at Rs 3,000 per facility.
After the centres complete the rebranding, States are required to upload new photographs of primary health facilities with the new name on the AB-HWC portal.
India currently has more than 1.6 lakh AB-HWCs which aims to provide comprehensive primary healthcare, including both maternal and child health services, and free essential drugs and diagnostic services close to people’s homes through AB-HWCs. The Centre offers screenings for hypertension, diabetes, oral, breast and cervical cancer.
