Nova IVF Fertility (NIF) is the among the largest service providers in fertility treatment. NIF aims to provide advanced Assisted Reproductive Technology (ART) in India on par as to what is available globally. While India has seen a significant rise in the number of patients opting for infertility treatments, the numbers are still abysmally low compared to the couples actually requiring medical treatment. One of the major reasons for this is the lack of awareness. People need to be made aware of the basic concept that infertility is a disease that needs to be addressed medically. NIF was launched with the commitment to offer standardised and ethical infertility treatment, as well as addressing the urgent need for an organised institutional provider for fertility treatment. In addition to providing core procedures such as IUI, IVF and andrology services, NIF offers several state-of-the-art technologies such as vitrification for preserving embryos and eggs, embryoscope and ERA ( Endometrial Receptor Array) to find out the timing of the uteruses capacity to accept embryos. All these procedures significantly improve the chances of a pregnancy following IVF and ICSI, even in patients who have had multiple failures previously.