Kolkata: The health and wellness centres in West Bengal, previously known as 'Suswasthya Kendra', are set to be rebranded as 'Ayushman Arogya Mandir' (AAM). This transition involves a change in the colour scheme, with the facilities required to be painted in metallic yellow and ethnic brown, as mandated by the National Health Mission (NHM). The chief municipal health officer of the Kolkata Municipal Corporation (KMC) and chief medical officers of health across all districts have been directed to ensure the change in health units funded under NHM within their jurisdictions.
Branding Guidelines Issued
The branding guidelines, issued on Thursday, specify the colour of the buildings and mandate the display of the six emblems of Ayushman Bharat and NHM. The norms also require AAM branding for block primary health units and block primary health centres currently under construction. "Now that the decks are cleared, the brand changeover measures will be taken soon," said a state health official.
Previous Government's Resistance
The previous Bengal government resisted the branding of health and wellness centres as AAM for over two years, despite a health ministry directive in November 2023. Finally, in January last year, the earlier government agreed to comply with NHM, but the rebranding is only now being implemented.
Scale of Health Units
A state health official noted that Bengal has 10,652 such health units, including around 400 urban primary health centres (UPHCs). These units play a crucial role in public health initiatives, ranging from screening for non-communicable diseases like hypertension and diabetes to immunisation and maternal and child health. The official explained that while other states call these units 'Ayushman Bharat Health and Wellness Centre', Bengal had named them 'Suswasthya Kendra' and painted them blue and white, refusing to adhere to the health ministry guideline. The standoff even led to the state accusing the Centre of blocking NHM funds. Health officials said the earlier government had objected to the word 'mandir'.
CNCI Painting Unrelated
The buildings of the Chittaranjan National Cancer Institute (CNCI) Hazra campus have recently been painted in yellow and brown. Despite the colours matching the AAM mandate, officials clarified that CNCI's shades are unrelated and that the painting began before the elections.
