Though India is the second most populous country, it witnessed only 20 per cent compound annual growth rate in the healthcare fertility segment over the last five years, which is paradoxical. In fact, the fertility trend among couples is on the rise and there is a massive demand across smaller cities in the country for fertility treatments. Unfortunately, stigma and apprehensions associated with fertility or IVF treatments deters couples from seeking timely intervention to help them achieve their dream of becoming parents. However, the advancements in the field of assisted reproduction have enhanced the efficacy of fertility treatments and added altogether a new dimension to the fertility segment.