In India, talking about infertility is still a taboo. Although women in Tier 1 cities have come a long way and gone are the days when barrenness was attributed only to them. However, in tier 2 and 3 cities it is still considered taboo. 

Moreover, womenÂs health has long been devoid of technological innovation, but when it comes to fertility options, this started to change with the advent of Assisted Reproductive Techniques (ART) which covers a wide spectrum of treatments OI, AI, IVF, ICSI, PGT.

Due to many factors like high cost, less awareness and lack of regulatory practices, the ART industry in India is still at a nascent stage in India.  The consumers, who plan to access this service, often get confused with no platform to guide them towards their parenthood journey.  

Hence, ElaWoman, a startup in the field of reproduction took the burden to bridge this gap by building a transparent data-driven community where users can independent and trusted advice can connect with specialized experienced Doctors specific to their fertility needs. At present, there are more than five thousand fertility doctors and clinics listed across more than thirty-two cities in India.

ElaWoman was launched by NST (Netaji Subhas Institute of Management) Delhi alumni Ritu Singh. Her past work with Deloitte and cognizant helped her to hone her business planning and customer relationship skills. With abundant experience of working in the internet and healthcare industry, she was able to found and establish the startup ElaWoman.

During an interaction, Ritu Singh, CEO, Co-Founder, ElaWoman discussed about why Indian women are turning to science and technology for fertility. Below is the excerpt from the interview:

Women of reproductive age are turning to science and technology to get their treatments done for all infertility related problems. The reasons behind the same are many. IVF techniques are beneficial for women in and around their reproductive age. A notable number of female population is moving to IVF treatments owing to the IVF success rates. Fertility levels keep on changing with the age, majorly among women. There is an increased demand for artificial insemination and assisted reproductive technology procedures among women due to several factors such as medical conditions, late marriages and lifestyle changes. 

The medical conditions preventing a successful conception or pregnancy are an imbalanced menstrual cycle, ovulation disorders, vaginal infections, polycystic ovarian syndrome and endometriosis. It has been observed that women aging between 25-30 years of age are engaged in getting stable in their lives and working hard to fulfill their career dreams and goals. 

In the process of prioritizing their career and finances, these women have to rush for having kids and completing their families in later life. The trend of having delayed marriage leads to a delayed conception of babies. It is a well-accepted fact once a woman crosses her biological age; her body fails to make a required number of quality eggs. When women are young, their ovaries are full of egg follicles. After a certain age when women plan to start their families by natural conception, they might fail to conceive owing to the above-mentioned reasons. Women or couples experiencing infertility can take guidance and support from healthcare facilitators like Elawoman to welcome that adorable newborn complete their families. Combined research made on the infertility science and technology is carried by the Ela experts to increase the pregnancy success rates.