On His B’Day, PM Modi Says ‘Ayushman Bhav’ to Nation: Scheme to Improve Healthcare in Every Village, Town

The Union Health Ministry has launched a country-wide health campaign ‘Ayushman Bhav’ on September 17 to mark Prime Minister Narendra Modi’s birthday.

President Droupadi Murmu launched it on Wednesday, September 13.

The government has introduced this comprehensive nationwide effort to guarantee full healthcare scheme coverage, reaching every village and town throughout India. The campaign has been launched with the aim of creating healthy villages and healthy gram panchayats, ultimately, achieving universal health coverage in the country.

The initiative, officially launched by Union Health Minister Mansukh Mandaviya on September 11, will continue until October 2. This initiative is led by Gram Panchayats in collaboration with government departments in both rural and urban regions.

The ‘Ayushman Bhav’ programme has the objective of distributing Ayushman cards, creating ABHA IDs, and promoting awareness regarding healthcare programs and illnesses such as non-communicable diseases, tuberculosis, and sickle cell anaemia.

As outlined by the Union Health Ministry, this initiative encompasses various measures, including ‘Ayushman – Apke Dwar 3.0’, ‘Ayushman Sabhas’, and ‘Ayushman Melas’ (medical camps), all aimed at achieving complete coverage of health schemes.

According to the Ministry of Health and Family Welfare, the Ayushman Bhav initiative involves a set of interventions that include ‘Ayushman – Apke Dwar 3.0’, ‘Ayushman Sabhas’, ‘Ayushman Melas’ at health and wellness centres and medical camps by medical colleges at community health centres.


A ‘Seva Pakhwada’ will be held from September 17 to October 2 to ensure every individual receives essential health services. Ayushman Bhav will be launched in Uttar Pradesh on September 17.

‘Ayushman – Apke Dwar 3.0’ aims to ensure the utilisation of an e-card and availing health insurance services under the Ayushman Bharat scheme for the eligible beneficiary. This activity has three objectives – improving awareness, increasing e-card penetration, and establishing a continuum of care.

Similarly, Ayushman Mela is another activity under the scheme where ‘health melas’ will be organised. It is a one-stop platform to address a comprehensive range of health issues.

These fairs or melas will create awareness of health and wellness, preventive measures, early detection and treatment. According to the health ministry, the organisation of health mela at each of the Ayushman Bharat-run wellness centres will optimise the uptake of services.

Another one is Ayushman Sabha. It is a community-level activity to be conducted to create momentum among the community to saturate Ayushman cards, ABHA ID generation along with awareness on non-communicable diseases (NCDs), communicable services, tuberculosis and sickle cell disease.

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