Identity Crisis
The UID Authority has just dropped its plans to identify a celebrity brand ambassador for itself. It is also sharply cutting down on advertisements. The reason is not shortage of funds.
Rather, the authority — that is handing out a unique identity numbers to Indian citizens — is finding it difficult to cater to the huge response from the people coming forward to enroll themselves. Already, there are complaints from people that their calls to the ‘Aadhar’ — the name given to UID — call centres are not being answered.
The authority has now decided to double the number of staff at its call centre in Bangalore from December.