Tamil Nadu to retain GoI tagline of Arogyam Paramam Dhanam in rebranding exercise of HWCs

With the Kerala government refusing to comply with the Centre’s directive on renaming Ayushman Bharat-Health and Wellness Centres (AB-HWC) as ‘Ayushman Arogya Mandir’, Tamil Nadu has decided to go ahead with the rebranding exercise and retain the tagline ‘Arogyam Paramam Dhanam’ in line with the directive of the Government of India.

All AB-HWCs in the State will now be rebranded as ‘Maruthuva Nallavazhu Nilayam’ in both English and Tamil, with the tagline of ‘Arogyam Paramam Dhanam’ in English and ‘Noyatra Vazhve Kuraivatra Selvam’ in Tamil.

In November 2023, the Union Ministry of Health and Family Welfare asked the States to rename the AB-HWCs as ‘Ayushman Arogya Mandir’ with the tagline of ‘Arogyam Paramam Dhanam’ in English and Hindi.

Six logos were also specified. If any script other than Devanagari/English has to be used for branding, the full and exact title can be translated in the State language but the tagline has to be transliterated in the State language, the communication said.