To ensure greater engagement with government schemes, PC institute undertook an observational study to elicit the contextual and process factors that influence how SSK (SEWA Shakti Kendra) improves awareness, registration, and capacity to utilise PM-JAY, particularly amongst women. The study observed that during COVID-19 rise, the program evolved to conduct awareness programs among women in 7 states on COVID and other health topics. A total of 25,090 women were reached over a period of two months, with digital content, communicated to women through their mobile phones (WhatsApp). A limitation of the program was that the content was not entirely assimilable to women with low literacy, and access to smartphones was also limited.