Leh: Taking cognizance of the concerns raised by the general public regarding the recent renaming of Ayushman Bharat Health and Wellness centres to Ayushman Arogya Mandir, the Chairman/CEC, LAHDC Leh, Tashi Gyalson has taken up the matter with the Lt. Governor of Ladakh, Retd. Brig. Dr B.D Mishra and apprised him that in adherence to the Ministry of Health and Family Welfare’s directive outlined in the DO letter dated 25th November 2023, it was stipulated that the title “Ayushman Arogya Mandir” could be translated into state languages.
He added that additionally, the tagline, “Arogyam Parnam Dhanam,” was to be transliterated into the state languages, especially if a script other than Devnagri/English was used for branding.
Furthermore, the CEC added that it has come to the attention of his office that there have been deviations from these instructions within the Health Department.
In several instances, only English has been used for branding, contrary to the Ministry’s guidelines. He further stated that renaming an institute is a matter of great sensitivity, and it is imperative to honour public sentiments.
Therefore, in alignment with the Ministry’s instructions and to address the concerns of the public, CEC has requested LG Ladakh with a suggestion to carry out the branding for these health centres using Bhoti as Ayushman Arogya Smankhang in Leh, Ladakh.
Expressing his concern over the renaming of the existing Ayushman Bharat Health and Wellness Centre, the CEC added that the GoI had no intention to offend anyone’s sentiments as the order clearly stipulated that the full and exact title could be translated into the state language.
He stated that unfortunately, the department overlooked this directive, opting for the easiest path without considering the potential negative impact on people’s sentiments, as outlined in the copy of the order.
- June 7, 2023