Tamil Nadu chief minister J Jayalalithaa on Monday announced the distribution of Amma mobile phones to the trainers of women’s self-help groups working in different fields in the state.
Jayalalithaa, who made the announcement in the state assembly, said 20,000 mobile phones at an outlay of Rs.15 crore would be distributed in the first phase.
She said the beneficiaries of the scheme will have to keep records of membership subscription, savings, loans and recoveries adding a software in Tamil will be developed to help them do it with ease.
Brand Amma has a plethora of goods and services, provided at a subsidised rate. Among the first items to roll out under Brand Amma was the Amma Unavagam (Amma Canteens) where meals at Rs 5 per plate became an instant hit.
This inflation beating attempt was followed by several goods and services – Amma fruit and vegetable stalls, Amma mineral water, Amma Medicines, Amma Cement and now – Amma mobile, albeit for a targeted audience as a focused welfare scheme.
Immediately after the announcement, #amma started trending on Twitter in Chennai.
While most Twitter users welcomed the new move, some also voiced their opinion against naming a government program after a private individual.
Our government next going to launch DIGITAL AMMA...... ????#Amma ?— PUVI (@puvi_rt) September 28, 2015
Jayalalithaa launches Amma Mobile in Tamilnadu Wannabe Ammas now Call themselves: Miss Call !!— Rasheed Kappan (@kappansky) September 28, 2015
Amma mobile phone it seems. I think the mobile will automatically call us once in every 15 mins after 9PM and ask 'veetuku eppo varuva?'— Anand (@anandj_) September 28, 2015
Amma has launched Amma Mobile Phones for Woman groups. Would be the rare phone which will perform better when it falls down at your feet.— Sundar Ganapathy (@sambar_vadai) September 28, 2015
And my search for a new phone comes to an end. Hail Amma! https://t.co/MADwuqDQ8r— Subbu Sailappan (@ssailapp) September 28, 2015
Next in Brand Amma: Free Amma mobile phones scheme by CM Jayalalithaa for self help group trainers. 15 cr for 20,000 phones. @NewsNationTV— Pinky Rajpurohit (@Madrassan) September 28, 2015