Nova IVF Fertility makes Odisha debut with Bhubaneswar centre, bringing AI-powered reproductive care to State

THEBUSINESSBYTES BUREAU

BHUBANESWAR, NOVEMBER 18, 2025

In a significant boost to advanced reproductive healthcare in eastern India, Nova IVF Fertility, the country’s fastest-growing fertility chain known for international standards of treatment, announced its entry into Odisha with the launch of its first centre in Bhubaneswar on Tuesday. The expansion comes at a time when infertility is rising steadily across both Tier 1 and Tier 2 regions, with the chain now operating 40 per cent of its centres in smaller towns to bridge the accessibility gap. Notably, the Bhubaneswar centre will offer cutting-edge Artificial Intelligence (AI) in embryo selection at no additional cost to couples, reinforcing Nova’s commitment to equitable and high-quality fertility care.

The new centre is equipped with some of the most advanced technologies in reproductive medicine, including Electronic Witnessing Systems (EWS) and AI-enabled tools designed to enhance accuracy, eliminate human error, and build patient confidence throughout their fertility journey. These systems act as assurance mechanisms inside the lab, ensuring each step of the IVF process is carried out with maximum precision.

Speaking at the launch, Bishwanath Ganguly, Chief Operating Officer, Nova IVF Fertility, said the move reflects the organisation’s mission to make top-tier fertility care accessible across India. “Our expansion into Bhubaneswar underscores our continued focus on making quality fertility care accessible across India. We have 120+ centres across 68+ cities and have completed 100,000+ cycles so far. At Nova, the IVF lab is the core of every treatment, and we follow international protocols supported by skilled clinicians and embryologists to ensure consistent patient outcomes across all our centres. With our presence in Odisha, we remain committed to delivering ethical, transparent and standardised care to every couple seeking support on their fertility journey,” he said.

Emphasising the role of technology in enhancing treatment success, Dr. Rohit Gutgutia, Medical Director, Nova IVF Fertility, noted that AI integration is poised to transform efficiency and outcomes in fertility procedures. “We are integrating Artificial Intelligence to enhance treatment precision and success rates. At Nova IVF Fertility, we follow a very personalised treatment for each couple, whether they come with repeated IVF failures, miscarriage, or genetic conditions. Our labs also use Electronic Witnessing Systems, which alert embryologists like an alarm if there is a possibility of egg or sperm mix-up. Meanwhile, AI acts as a second set of eyes for embryologists, helping to select the best-quality embryos and improving IVF success rates,” he explained.

During the launch, fertility experts pointed to distinct regional factors affecting reproductive health. Odisha’s carbohydrate-heavy dietary patterns — driven largely by rice consumption — combined with limited physical activity are contributing to rising obesity among both men and women, directly impacting fertility outcomes. Specialists also flagged increasing delays among couples in seeking expert consultation, often resulting in diminished success rates as age-related complications set in.

Dr. Gayatri Satpathy, Fertility Specialist at Nova IVF Fertility, Bhubaneswar, said timely intervention and awareness remain critical challenges. “A major challenge we observe is couples delaying consultation with fertility specialists, often spending years with unproductive treatments. Age plays a very important role, and as couples get older, they may need more cycles. Male infertility is also rising and accounts for nearly 40 per cent of cases. We also see 30 per cent unexplained infertility where stress may be a contributing factor. There is also a growing need for genetic screening — particularly for conditions like thalassemia, cancers, and metabolic disorders, which are prevalent in Odisha. These can be identified and prevented from passing on to the next generation through assisted reproductive technologies. Additionally, conditions such as anaemia, thyroid disorders, malnutrition, and diabetes are common in Odisha and should be corrected before planning a pregnancy. Lifestyle plays a vital role in fertility health, and maintaining physical fitness, proper diet, and regular sleep cycles is essential,” she said.

With a fully equipped facility, state-of-the-art laboratories, international clinical protocols, AI-enabled embryo selection, and advanced Electronic Witnessing Systems, Nova IVF Fertility’s Bhubaneswar centre aims to set a new benchmark in fertility care in Odisha, offering comprehensive, ethical, and patient-focused reproductive solutions to couples across the state.