Amma Call Centre launched by Jayalalithaa
Tamil Nadu chief minister J Jayalalithaa inaugurated the Amma Call Centre and 1100, a new toll-free helpline, to allow the general public to air complaints relating to state government departments. The facility was launched from her chamber at the Secretariat through video-conferencing. The helpline will work 24x7 and the grievances will be sent to specific departments to be addressed.
Amma launches Amma mineral water
Tamil Nadu CM Jayalalithaa launched the Amma mineral water scheme to render 1-litre mineral water at Rs.10 per bottle, to guarantee quality and affordable drinking water to the needy and middle class. She launched the state-run 'Amma Drinking Water' plant which boasted of a daily capacity of 3 lakh litres at Gummidipoondy. The scheme was to get rolled out to 9 more locations steadily.
Brand Amma's other projects
Other popular forays of the Amma brand include "Amma Pharmacy, Amma Farm Fresh Outlets, Amma Cement and Amma Salt" all aimed at providing subsidized products to the people of Tamil Nadu.
Amma launches subsidy canteens
Amma Unavagam was the name given to the subsidization program run by the Government of Tamil Nadu. Under the scheme, municipal corporations of the state ran subsidized canteens serving food at low prices. The scheme was implemented through local women's Self-Help Groups (SHGs) and was meant for the benefit of daily-wage labourers and economically weaker sections and ran from 7 am till 10 pm.
Amma Unavagam becomes an inspiration
The Amma restaurants became a huge success in Tamil Nadu "attracting governments of other states and even from far away places such as Egypt" to adopt the concept.
Amma schemes a runaway success
Amma stores were initially perceived as means for "populism or electioneering" by opposition. However, in the long run they proved to be effective control measures to counter rising prices. The government was able to "set up fair price shops for vegetables, off-loaded one lakh metric tonnes of rice, began bottling and marketing drinking water, and also created its own brand of cooking salt."
Brand Amma launches 4 healthcare schemes
In August 2015, Jayalalithaa announced in the floor of assembly four medical schemes under the umbrella of brand Amma. These included "Amma Master Health Check Up at Government General Hospital, Amma Special Master Health Check Up for Women, and Amma Arogya Scheme". The people could avail 385 basic health centres for getting tests for "diabetes, blood pressure, ECG, and eye-related ailments free of cost."
Amma launches schemes for women
Jayalalithaa launched schemes aimed to help women. These included the Amma Sanjeevi scheme, which included a pack of medicines for pregnant women. It was aimed at benefitting 6.08 lakh self-help groups, having a membership of approximately 92 lakh women. Further, she launched the Amma Baby Care Kit for "every newborn at government hospitals to benefit 6.7 lakh newborns. "
