BHIM, AYUSH, UDAY policies and NaMo’s Obsession with Acronyms

Narendra Modi led BJP government came to power in 2014. Since then, they have launched schemes which proves the government’s creativity mastery in naming. Gone are the days when insipid acronyms like MGNREGA, RGGVY, RKVY, etc., ruled the ‘policies-naming’ world. The current government is astonishingly obsessed with naming and re-naming.

Snappy and catchy acronyms history doesn’t start from current Modi government. NOIDA (New Okhla Industrial Development Area) was an experiment to attract investors, builders, dwellers, etc. And they succeeded.

The interim budget of 2019 was filled with ‘Modi’s men’ – UDAY, AYUSH, BHIM, etc. Some of the ingenious naming policies by the current government are:

HRIDAY (National Heritage City Development and Augmentation Yojana)
UDAY (UJWAL Discom Assurance Yojana)
AMRUT (Atal Mission for Rejuvenation and Urban Transformation)
UJALA (Unnat Jyoti by Affordable LEDs and Appliances for All)
MUDRA (Micro Unit Development and Refinance Agency)
AYUSH Ministry (Ministry for Ayurveda, Yoga, and Naturopathy, Unani, Siddha, and Homoeopathy)
BHIM (Bharat Interface for money) App

The polls are near and the government wants the public to remember their works. Naming their policies in a simplified, meaningful and innovative way at least make them easier to remember and recall. Though it is quite immature to say that it would be a decisive factor but it does make their marketing agency to publicize their works.

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