The healthcare sector in India has undergone major transformation with the implementation of large-scale public health insurance schemes aimed at improving accessibility, affordability, and quality of healthcare services. One of the most significant initiatives introduced by the Government of India is the Pradhan Mantri Jan Arogya Yojana (PM-JAY), launched under the Ayushman Bharat program in 2018. PM-JAY seeks to provide financial protection to economically vulnerable families by offering health insurance coverage for secondary and tertiary healthcare services. The scheme has significantly influenced consumer behaviour in healthcare by altering healthcare utilization patterns, patient expectations, hospital selection, awareness regarding health insurance, and trust in public and private healthcare institutions. This chapter examines consumer behaviour towards healthcare services under PM-JAY with a focus on awareness, accessibility, affordability, service quality, patient satisfaction, and healthcare decision-making. It explores how socio-economic factors, education, digital literacy, rural-urban disparities, and institutional trust shape beneficiaries’ attitudes and behaviour towards healthcare consumption. The chapter also evaluates the role of empanelled hospitals, government initiatives, technology integration, and grievance redressal systems in influencing patient experiences. Further, the study discusses challenges associated with PM-JAY implementation, including low awareness in rural areas, infrastructure gaps, fraud risks, delays in claim settlement, and inequalities in healthcare access. Recommendations are provided for strengthening consumer trust, improving healthcare delivery mechanisms, enhancing awareness campaigns, and promoting patient-centric healthcare systems. The chapter concludes that PM-JAY has substantially transformed healthcare-seeking behaviour among low-income populations by reducing financial barriers and increasing institutional healthcare utilization. However, sustainable improvement in consumer satisfaction and healthcare outcomes requires continuous policy reforms, stronger monitoring systems, improved healthcare infrastructure, and greater focus on quality healthcare delivery.