In a transformative move, the Union Government of India has announced the renaming of Ayushman Bharat Health and Wellness Centres to ‘Ayushman Arogya Mandir.’ This initiative, aligned with the Ayushman India vision, aims to shift healthcare from a focus on illness to wellness. Adhering to the tagline ‘Arogyam Parmam Dhanam,’ this rebranding is a strategic step in refining the nation’s primary healthcare system.
Sustaining the Wellness Narrative
The Ministry’s directive highlights the positive impact of wellness centres in changing healthcare dynamics from treating illness to promoting wellness. This change is pivotal for furthering the objectives of Ayushman India and improving India’s healthcare framework.
Preserving the Legacy: NHM Logo
As the Ayushman Bharat-Health and Wellness Centres transition to their new identity, the National Health Mission (NHM) logo will remain, symbolizing continuity and alignment with overarching health mission goals.
Embracing Linguistic Diversity in Branding
Guidelines for the rebranding process include provisions for regional adaptation. While the primary title can be translated into regional languages, the tagline will be transliterated, ensuring the centres’ identity resonates across diverse linguistic landscapes.
Towards Completion: Rebranding Deadline and Funding
The rebranding process is slated for completion by the end of 2023, with a budget of ₹3,000 allocated per facility. States are required to document the transition through photographs on the AB-HWC portal.
Strengthening India’s Healthcare Fabric
India’s network of over 1.6 lakh AB-HWCs is integral to its comprehensive primary healthcare system. These centres offer essential services, including maternal and child healthcare, free medications, diagnostic services, and screenings for conditions like hypertension, diabetes, and cancer, bringing healthcare closer to the community.