In India, where conversations around infertility are often hushed or avoided altogether, a new wave of innovation is beginning to change the narrative. At the forefront of this transformation is Sohan Kumar, co-founder of Subhag, a fertility-focused healthtech startup aiming to make conception more accessible, affordable, and stigma-free. In an insightful conversation with Indian Startup Times, Sohan shed light on the challenges couples face while trying to conceive, the emotional and financial toll of IVF treatments, and how Subhag is working to offer practical, home-based alternatives.
Turning Personal Struggles into a Startup Mission
The story of Subhag finds its roots in a personal battle—co-founder Vikram Rajput’s exhausting journey through multiple failed IVF cycles. His experiences not only highlighted the emotional and financial burden on couples but also uncovered significant gaps in India’s fertility care ecosystem. This emotional catalyst became the driving force behind Subhag’s mission to build accessible fertility solutions for all.
Infertility: A Taboo Topic in India
“Infertility is still seen as a personal failing,” says Sohan, explaining how deep-rooted stigma prevents couples—especially men—from seeking help. While women often visit gynecologists, Sohan emphasized that men remain largely unaware of specialists like andrologists. The result is a silent epidemic where couples suffer in isolation, unsure of where to turn.
The High Cost and Limited Reach of IVF Treatments
With IVF cycles costing anywhere between ₹1.5 to ₹5 lakh, many couples find themselves priced out of the treatment entirely. Add to that the sparse availability of fertility clinics in rural areas, and it’s clear that accessibility is a major challenge. “Most people can’t afford to try more than once,” Sohan notes, underscoring the need for alternative options that don’t break the bank.
Home-Based Insemination: A Viable and Affordable Alternative
To bridge this gap, Subhag developed a home-based insemination kit, offering couples a discreet and cost-effective way to try conceiving. The product comes with guidance and support, making it approachable even for first-time users. According to Sohan, users have reported a renewed sense of hope, with some finally conceiving after years of failed attempts.
Understanding IUI and the Role of Sperm Washing
While explaining the basics of intravaginal insemination (IUI), Sohan highlighted a key medical process—sperm washing. In natural ejaculate, only a fraction of sperm are viable for fertilization. The washing process separates healthy sperm, improving the success rate of IUI. However, this is where most gynecologists struggle. “They can perform IUI but often lack the knowledge or equipment for sperm washing,” he explains.
The Need for Standardized Tools in Fertility Care
To address a major gap in fertility procedures, Subhag has already developed and launched a standardized sperm washing device called Androwash. This innovative product simplifies the sperm washing process using controlled centrifugal force, making it accessible for gynecologists who may not have specialized embryology training.
Traditionally, sperm washing is a manual and technical task, usually performed by embryologists. However, with Androwash, Subhag offers a plug-and-play solution that reduces reliance on high-end fertility labs. Clinics, especially in Tier 2 and Tier 3 cities, can now offer effective IUI services without needing extensive infrastructure or expertise.
“Androwash is enabling more gynecologists to confidently provide fertility treatments within their own practices,” said Sohan, highlighting its growing adoption and the positive clinical outcomes already being observed.
Real Stories, Real Impact
Among the many couples who’ve used Subhag’s solutions, one woman’s story stands out. After five years of unsuccessful attempts at conception, she reached out for help and was guided on how to use the home insemination product more effectively. Months later, she conceived naturally. “That’s when we knew our product was making a real difference,” Sohan shares.
India’s Changing Attitude Towards Fertility
While challenges persist, Sohan sees a gradual shift in public mindset. The growing openness to home-based medical solutions and conversations around male infertility are signs of progress. Subhag is capitalizing on this momentum, focusing on product development, collaboration with fertility clinics, and public awareness campaigns.
Conclusion:
Subhag is not just a startup; it’s a movement aimed at normalizing fertility struggles and making solutions accessible to everyone. Through innovation, empathy, and education, Sohan Kumar and his team are rewriting the rules of fertility care in India. As awareness grows and stigma shrinks, startups like Subhag offer hope to millions of couples dreaming of parenthood.
-Interview Conducted by Bhumika Rawat, Section Editor, Indian Startup Times
