Late Jayalalitha introduced a number of welfare schemes for the poor, especially women and children, that attracted the masses. Amma canteens, where a full meal is being served for just Rs. 3 to Rs. 5, were started by her. Because of their popularity, more and more such canteens opened in Chennai. The food is prepared by poor women, who earn some money out of the work, while the meals sataite the hunger of the genuinely poor labourers and others. Later, several schemes sprung up like Amma school bags. This way Jaya became brand ambassador for several welfare schemes for poor in Tamil Nadu.