What Nova IVF Fertility does

Nova IVF Fertility operates one of India's largest assisted reproductive technology (ART) clinic networks, with 120 centers across 75 cities serving couples and individuals seeking fertility treatment, including patients from SAARC countries such as Bangladesh and Sri Lanka. The company's service portfolio spans the full fertility journey, from initial assessment through advanced procedures, including IUI, IVF, ICSI, PGT, vitrification, donor programs, fertility-preservation services, and specialised treatments such as Ovarian PRP and Lymphocyte Immunisation Therapy. Its core proprietary approach is Self-cycle™ IVF, which prioritises use of the couple's own gametes, supported by in-house developed clinical technology including an RFID-based electronic witnessing system that prevents sample mix-ups, time-lapse embryo monitoring, MACS and ZyMot sperm selection, PICSI, Embryo Glue, and Endometrial Receptivity Analysis.

The technology stack was extended in August 2025 with the launch of Vita Embryo, an AI-enabled computer-vision platform for embryo selection, designed to improve IVF success rates. Nova IVF generates revenue through per-cycle unit pricing on fertility procedures (IUI at ~₹7,500-9,000, IVF from ₹99,000-120,000, ICSI at ₹120,000-225,000, PGT at ₹80,000-150,000), with EMI financing offered to patients and a transparent pricing policy. The business is run as a unit of Rhea Healthcare Pvt Ltd, under Asia Healthcare Holdings, which is backed by global private equity firm TPG Capital; New Enterprise Associates was an early institutional investor in 2010. Nova IVF follows a direct-to-consumer go-to-market supported by a multi-channel digital presence (website, SEO, social media, WhatsApp, phone) and operates ancillary talent and training assets including the Nova Embryology Academy (NACET) and fellowship programs in Reproductive Medicine and Embryology.

Name

Nova IVF Fertility

Legal name

Nova IVF Fertility (A unit of Rhea Healthcare Pvt Ltd)

Website

https://novaivffertility.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Nova IVF Fertility is an India-based fertility services chain operating 120 clinics across 75 cities, providing IVF, ICSI, IUI, PGT, and fertility preservation to couples and individuals, including SAARC international patients, under parent Asia Healthcare Holdings (TPG Capital).

Ownership category

akta.pro rank

Product category

Fertility Services

NAICS

Family Planning Centers (621410)

SIC

Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Fertility, Reproductive Endocrinology & IVF Centers (HLAFAJAD)

akta.pro secondary industries

Reproductive Endocrinology & Infertility (IVF/Fertility) (HLAKAJAC), Prenatal, Newborn & Reproductive Diagnostics (NIPT, IVF/PGT, newborn screening) (HLAAALAJ)

Keywords

• IVF treatment
• Fertility services
• Assisted reproduction
• Fertility preservation
• Embryology services

Headquarters

HQ city

Bangalore

HQ country

India

HQ region

Asia

Offices30 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Fertility Treatment Services: Nova IVF generates revenue through providing fertility treatments including IVF, ICSI, IUI, PGT, and related procedures. Services are offered at per-cycle pricing with additional costs for supplementary procedures, medications, and diagnostics. Treatment costs vary by procedure type and location, with financing options including EMI available to patients.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Nova IVF Fertility is a fertility services chain that delivers assisted reproductive technology (ART) treatments including IVF, ICSI, IUI, PGT, vitrification, donor programs, and advanced procedures such as ERA, Ovarian PRP, LIT, TESA, and PESA across a network of 120 clinics in 75 Indian cities. It also serves international patients from SAARC countries (Bangladesh and Sri Lanka) and runs an embryology training academy.

Product overview

Nova IVF Fertility operates as a comprehensive fertility services chain offering a unified platform of treatment services across 120 centres in 75 cities across India. The portfolio centres around Self-cycle™ IVF as the core preferred approach, supported by advanced technologies including RFID electronic witnessing for process safety and AI-powered embryo selection (Vita Embryo). The service offering spans the full fertility journey from assessment through treatment, encompassing core ART services (IUI, IVF, ICSI), advanced diagnostics (PGT, ERA), preservation services (vitrification for egg/embryo/sperm), donor programs, and specialised treatments (LIT, Ovarian PRP, fertility surgeries). The network follows standardised international protocols developed in collaboration with leading global IVF chains, supported by in-house embryology labs and counselling services.

Differentiator

Problem solved

Functional benefit

Brands

• Self-cycle™ IVF: Nova's proprietary IVF approach that uses the couple's own eggs and sperm to achieve biological parenthood, emphasizing the encouraged choice for couples seeking fertility treatment.
• Vita Embryo
• Nova Embryology Academy (NACET)

Products and services

• IVF Treatment In-vitro fertilisation procedure involving egg retrieval, laboratory fertilisation with partner's sperm, and embryo transfer to the uterus for couples and individuals seeking to conceive.
• ICSI Treatment Intracytoplasmic Sperm Injection procedure involving direct injection of sperm into an egg, typically used for couples with male-factor infertility as part of the IVF process.
• IUI Treatment Intrauterine Insemination procedure involving insertion of prepared sperm directly into the uterus to increase fertilisation chances for couples with select fertility issues.
• Preimplantation Genetic Testing (PGT) Screening test performed on embryos before IVF transfer to identify chromosomal abnormalities or genetic disorders, including PGT-A (aneuploidy), PGT-M (monogenic), and PGT-SR (structural rearrangements).
• Vitrification (Egg, Embryo, Sperm Freezing) Ultra-rapid freezing technology for preserving eggs, embryos, and sperm with high survival rates for future fertility treatments, including fertility preservation for cancer patients.
• Self-cycle IVF Nova IVF's signature fertility treatment approach that enables couples and single individuals to achieve biological parenthood using their own eggs and sperm, following international protocols and described as the most encouraged choice at Nova IVF.
• Advanced IVF Solutions Specialised protocols and advanced techniques for complex fertility cases including recurrent implantation failure and poor responders.
• Embryology Services Expert laboratory culture, monitoring, and selection of highest-quality embryos for transfer or freezing, including time-lapse technology monitoring and blastocyst culture.
• Infertility Counselling Psychological support and counselling services for patients undergoing fertility treatment, addressing emotional challenges throughout the journey.
• Donation Program (Embryo/Egg/Sperm) Donation program connecting patients with screened egg, embryo, and sperm donors to help build families.
• Andrology Treatment

Quantifiable outcome

• 81% IVF success rates
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature11 records

Partnerships

Two partnerships are on record, tiered core and minor.

• CRAFT Hospitals and Research CentrecoreStrategic or Co-development Partner · 10 March 2026Nova IVF acquired a majority stake in Kerala-based CRAFT Hospitals for approximately $40 million (₹368 crore). CRAFT is an established fertility clinic with over 55,000 babies born and 30+ years of history. The acquisition marks Nova's entry into Kerala with plans for 10 new centers over 3-5 years.
• Rhea Healthcare Pvt LtdminorStrategic or Co-development PartnerNova IVF Fertility is a unit of Rhea Healthcare Pvt Ltd, which operates the fertility chain under the Nova IVF brand.

Scale indicators13 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Bloom Fertility Center: India-based fertility chain providing comprehensive IVF and reproductive medicine services at multiple centers, targeting similar middle-to-upper income patient segments as Nova IVF.
• Indira IVF: India's largest fertility chain and Nova IVF's most direct competitor, operating 150+ centers across India with similar IVF, ICSI, and ART service offerings targeted at the same patient base.
• Cloudnine Fertility: Fertility arm of Cloudnine Group, operating multiple IVF centers across major Indian cities with comparable ART services, embryology labs, and premium brand positioning targeting urban fertility patients.
• ART Fertility Clinics: Multi-country fertility chain with significant India presence offering IVF, ICSI, PGT, and andrology services through advanced embryology labs, directly competing with Nova in tier-1 cities.
• Oasis Fertility: South India-based fertility chain operating multiple IVF centers with comparable treatment portfolio (IVF, ICSI, IUI, donor programs) and serves overlapping patient base, particularly in Andhra Pradesh and Telangana.
• Milann: Indian fertility chain (formerly Bangalore Integrated Fertility Centre) operating multiple centers offering IVF, ICSI, and advanced reproductive treatments, headquartered in Nova's home market of Bangalore.

Broad incumbents

• Apollo Fertility: Fertility arm of Apollo Hospitals, one of India's largest hospital chains. Offers IVF services across multiple cities as part of broader healthcare portfolio, leveraging the Apollo brand and patient referrals.
• Manipal Fertility: Fertility services arm of Manipal Hospitals group providing IVF treatment across South and West India. Leverages a large hospital network for referrals and offers similar ART procedures as Nova.

Emerging players

• Motherhood Fertility: Indian fertility chain associated with the Motherhood hospital brand, operating a smaller but growing network of fertility centers with comparable IVF and ART service offerings.

Regional players

• Center for Reproductive Medicine (CRAFT) — pre-acquisition standalone peer reference: Kerala-based fertility provider now majority-owned by Nova IVF; prior to acquisition it was a regional fertility chain serving South Indian patients. It remains a comparable regional peer archetype in Kerala's fertility market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/novaivifertilit
• YouTubeyoutube.com/c/NovaIVFFertility
• Facebookfacebook.com/novaivifertility
• LinkedInlinkedin.com/company/nova-ivi-fertility
• Instagraminstagram.com/novaivffertility

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nova IVF Fertility