Srinagar, July 13: Social Welfare Department (SWD), SANKALP-HEW, Srinagar organised a comprehensive awareness and registration drive under the Pradhan Mantri Matru Vandana Yojana (PMMVY) at the Maternity Hospital, Lal Ded (LD) Hospital, Srinagar.

The programme was organized with the objective of enhancing awareness among pregnant and lactating women about the benefits of the flagship maternity benefit scheme.
The drive witnessed enthusiastic participation from expecting mothers, their attendants, healthcare professionals, and field functionaries. Officials of the SWD provided detailed information regarding the eligibility criteria, registration process, documentation requirements, and the financial assistance available under the scheme. On-the-spot registration and facilitation support were also extended to eligible beneficiaries.
Speaking on the occasion, the officials of SANKALP-HEW Srinagar highlighted that PMMVY is a flagship maternity benefit scheme of the Government of India aimed at improving the health and nutritional status of pregnant and lactating women through Direct Benefit Transfer (DBT). The scheme seeks to encourage timely antenatal care, institutional deliveries, and improved maternal and child health outcomes.
The Department reiterated its commitment to ensuring that every eligible beneficiary is enrolled under the scheme and receives the entitled benefits without delay. The officials also appealed to all eligible pregnant women and lactating mothers to approach their nearest Anganwadi Centre or the concerned Social Welfare Office for registration and assistance under PMMVY.
The awareness drive forms part of the department's ongoing efforts to strengthen outreach, improve scheme coverage, and ensure that welfare benefits reach every deserving beneficiary across the district. The department will continue to organise similar awareness and enrolment drives at healthcare institutions and community-level centres to promote maternal health and social security.