These startups are leveraging technology to help couples overcome infertility

India is home to nearly 27.5 million couples struggling with infertility, according to the Indian Society for Assisted Reproduction.

In seeking medical solutions to infertility, many experience psychological and physical stress in addition to the financial burden of trying to get pregnant. In India, where discussions about infertility are not very open, it also becomes difficult to seek help and explore the options available.

However, these startups make sure that couples – both men and women – are comfortable talking about infertility and finding solutions.

Baby ready

Former marketer Snneha Lukaa came across many ill-informed couples looking for medical solutions to infertility while working for consumer credit fintech startup Credit Fair.

This led her to found BabyReady, a Mumbai-based startup that now provides end-to-end support to around 7,000 couples undergoing infertility treatment. Claiming to be the “Infertility and Other Reproductive Problems” practice, it helps couples find the right doctor and clinic, offer credit, and connect them with others who are going through similar processes.

Founded in 2020 with affordability in mind, many of the customers come from Tier II and III cities. However, it begins by providing information on all available treatments including egg and sperm freezing, hysteroscopy, ICSI, IVF, and IUI. After contacting obstetricians and infertility specialists, those with monthly incomes of Rs 15,000 can obtain financial assistance with a free EMI loan facility up to Rs 10 lakh.

The startup hopes to diversify offers to support couples on their way from pregnancy to parenthood.

Seeds of innocence

Since her sister was discouraged after five failed IVF attempts, Dr. Gauri Agarwal helping women like her who endure the mental and physical pains of infertility.

After completing MBBS from Bharati Vidyapeeth University, Pune, and DNB from Coimbatore, she received training in embryology and reproductive medicine at the National University, Singapore, and the University of Ghent, Belgium.

In 2015 she opened the first center of her bootstrapped IVF chain Seeds of Innocence in Malviya Nagar, Delhi. Today it has more than 10 centers in 10 states in India – two in Delhi, one each in Ghaziabad and Meerut in Uttar Pradesh, Faridabad in Haryana and the other in Patna, Bihar; Ranchi, Jharkhand; and Haridwar, Uttarakhand.


Elawoman is a Delhi-based data-driven fertility platform that provides video teleconsultation, emotional and family counseling, legal assistance, medical loans and medical tourism to couples trying to conceive.

It uses artificial intelligence technology and uses algorithms to match patient and doctor to increase the success rate of pregnancies. Established in 2016, Elawoman has more than 5,400 doctors and fertility clinics in more than 32 cities with over 2.5 lakh users and receives more than 1,100 inquiries daily.

In 2018, the fertility platform raised $ 3 million in a Series A funding round led by Chiratae Ventures, along with health and consumer-focused co-investor Alkemi Venture Partners.

Indira IVF

Dr. Ajay Murdia started a Rs 5,000 fertility clinic in Udaipur, Rajasthan, when talking about infertility, especially male infertility, was considered taboo. Today the sons Dr. Kshitiz Murdia and Nitiz Murdia for making sure their Indira IVF company adapts to the newer technology in the IVF field.

Today it is one of India’s leading IVF chains with sales of Rs 850 crore and uses various technologies such as RI-Witness ™ technology, closed-chamber technology, artificial intelligence (AI) and microfluidics to examine infertility.

In 2017, Indira established IVF as part of the Indira Fertility Academy training centers aimed at a mix of international students from Liberia, Zambia, Ethiopia, Namibia, Malaysia, the Philippines, Nepal, Bangladesh, Nigeria and Zimbabwe.

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