Baby’s day out

Radhika Sachdev
Posted: Tuesday, Jun 24, 2008 at 2339 hrs IST
Updated: Tuesday, Jun 24, 2008 at 2339 hrs IST

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: Rs 60,000-70,000 or above, inclusive of the doctor’s fee, diagnosis, tests, counseling sessions etc. A reason why “these are carefully targeted only at the upper income group,” admits Apollo’s Jalan.

This skew is also evident in Jalan’s revelation that less than 20% of such deliveries are medically insured (incidentally, these days many insurance providers do insure planned deliveries too) primarily because cost is not a deterrent for this section of the consumer. Apparently, what they are more interested in is exclusivity and premium service, that’s happily given.

“We figured out that our customers want a family experience. They want a non-threatening, happy environment,” explains Jalan. “These couples have no more than one or two babies, so birth is an important event in their lives. It’s often an excuse for a big celebration. We give them that, by taking our service beyond the delivery point.”

Indeed, a lot of women who have availed these services agree. Says Suchita Gupta, who had enrolled for Sitaram Bhartiya’s birthing programme, “I loved the look of their LDR. It didn’t remotely look like an operation theatre. There was a comforting leaf imprint on the walls, and an attendant was allowed to stay with you, at all times of my stay. The room was very private, I could chat, call up friends, watch TV, do whatever distracted me from the pain.”...

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