The ‘Ayushman Bhav’ Campaign

The 'Ayushman Bhav' Campaign

The ‘Ayushman Bhav’ Campaign


The Ayushman Bhav Campaign was launched by the President of India.

About ‘Ayushman Bhav’:

  • It is a nationwide healthcare initiative that seeks to achieve comprehensive healthcare coverage spanning the entire country.
  • This is initiated by the Ministry of Health and Family Welfare.
  • The campaign embodies a ‘whole-of-nation’ and ‘whole-of-society’ approach.
  • The campaign aligns with the vision of creating ‘Healthy Villages’ and ‘Healthy Gram Panchayats,’ setting the stage for achieving Universal Health Coverage throughout India.


  • The aim of the ‘Ayushman Bhav’ campaign is to provide saturation coverage of healthcare services, ensuring access to every village and town in India.
  • This initiative marks a transition from traditional healthcare approaches.

Implementation Strategies:

  • Collaborative Effort: The ‘Ayushman Bhav’ campaign is a collaborative effort, with Gram Panchayats taking the lead, in coordination with the Department of Health, other government departments, and local elected bodies in both rural and urban areas.

Three Components:

  • Ayushman – Apke Dwar 3.0: This initiative is dedicated to providing Ayushman cards to eligible beneficiaries currently enrolled under the PM-JAY scheme.
  • Ayushman Melas at Health and Wellness Centres (HWCs) and Community Health Centres (CHCs): These Melas, held at Ayushman Bharat- HWCs and CHCs, serve as hubs for creating ABHA IDs (Health IDs) and issuing Ayushman Bharat Cards. Moreover, they offer a range of services, including early diagnosis, comprehensive primary healthcare, teleconsultations with specialists, and appropriate referrals.
  • Ayushman Sabhas: These gatherings, organized in every village and Panchayat, play a pivotal role in distributing Ayushman cards, generating ABHA IDs, and raising awareness about crucial health schemes and disease conditions. The focus extends to non-communicable diseases, tuberculosis (Nikshay Mitra), sickle cell disease, as well as blood and organ donation drives.