In an initiative aimed at quick delivery of government services, Tamil Nadu Chief J Jayalalithaa today launched a round-the-clock call centre for ensuring fast response to grievances.

The 'Amma Call Centre', which will work all through the year, was launched by the Chief Minister here through video-conferencing.

Jayalalithaa is fondly addressed as 'Amma' (mother) by her supporters and her government is already running many initiatives named after her, including the hugely popular 'Amma Canteens' which provide subsidised food, and 'Amma Mineral Water', among others.

The latest initiative was aimed at ensuring quick response to people's grievances where in they can dial toll-free number '1100' at any point of time in the day, a government release here said.

The Chief Minister's Special Cell is already involved in addressing people's issues by referring petitions and letters to departments concerned and this is an effort to further quicken the process, it said.

The details of the callers and the issues reported by them would be registered on computer and referred to the relevant department for action through e-mail, SMS and telephone, it said, adding, the callers will also be informed of the details through SMS like which department and official their issue had been referred to.

"The action taken on the grievance will also be shared with the caller through SMS," it said.

Equipped with latest technology like Computer Telephony Integration and Voice Logger System, the centre will initially handle upto 15,000 calls a day, with 138 operators recruited for the purpose. Their numbers will be expanded based on the requirement, the release added