From D2C to 50 Clinics: The Pivot That Propelled Gynoveda

How a purpose-led mission created a new healthcare category & India’s largest chain of “Ayurveda Fertility Clinics for couples.”

18 months ago, experts told us:

• Going offline: bad idea

• Ayurveda can’t solve fertility

• Couples won’t choose it over IVF

Fast forward to today, Gynoveda has

• 50 clinics in 30+ cities

• Doubled sales

• Growing 10% month-on-month

• From burn to double-digit EBITDA

We didn’t set out to prove skeptics wrong. We wanted to change lives. Along the way, we created a healthcare category that didn’t exist.

WHY THE PIVOT

In 2019, Gynoveda began as a pure-play D2C channel, shipping medicines to doorsteps across India. It worked, but fertility care is different. It's an emotionally loaded decision, often involving the whole family in close-knit joint families of Bharat, where elders influence health choices.

Couples needed more than products, they needed care and reassurance of a doctor personally guiding them, building confidence not just with them but with their families.

The market case was clear: India’s fertility market is $7 billion and growing, yet most options are urban, expensive, painful. A trust-led, affordable, accessible model for the rising middle class could scale faster & deeper into Bharat.

So we made our boldest move: we scaled down a thriving ₹100 Cr D2C engine, built with founder passion over three years and went all-in on phygital super-speciality clinics. It was not an easy call, but it was the right one for the couples we serve and the future we believe in.

WHAT WORKED

1. Purpose before Profit: Every decision we asked: does this help more couples become parents naturally?

2. Strategic Focus: Say “yes” to one thing, “no” to 99 distractions.

3. Team Reset: Clinic operations needed different skills; we rebuilt the org from scratch.

4. Bharat First: 60+ city visits to design for the middle class, not just metros.

5. Operations Excellence: Scaling with a tailored desi playbook for a new category.

LESSONS FOR BUILDERS

1. Pivot with Courage: Walk away from what’s “working” if it’s not best for the customer.

2. Intuition + Insight:  Our kill-switch decision traded revenue for impact at scale. D2C is not a business but a Channel.

3. Handcraft Before You Scale: Perfect the details early to preserve quality later.

THE VISION FORWARD

Today, Ayurveda stands tall as a first-choice solution for reproductive health, trusted by couples starting their journey and by the 20% who come to us after multiple failed IVF or IUI attempts.

Many are now proud parents to healthy, beautiful children. Over 20,000 babies have been born through Gynoveda. Each success moves us closer to our vision: making Ayurveda the world’s first choice for reproductive health.

The next 50 clinics are already in motion, because when the mission is bigger than the company, growth is inevitable & impact unstoppable.

Thousands of couples candidly speak on camera about Fertility, PCOS, Periods. Watch on YouTube.