Apollo`s “Cradle” is for major expansion plan

The Rs.4500 crores maternity care market will receive further impetus as Apollo Health and Lifestyle Ltd(AHL), a subsidiary of Apollo Hospitals is all set to expand its concept of birth facility centre, branded as “Cradle”, by giving the new mom luxury of home rather than sombre ambience of any hospital or nursing home. Expatiating over the centre`s mission, Ratan Jalan, CEO of the company, says, “The coming of a new born is a reason for celebration for a family. It is not an illness. The would-be mothers should be treated differently from other patients since they are on their way to the fulfilment of their womanhood. The private nursing homes and hospitals treat them like other patients. But here in Cradle, we create an environment that helps the couple celebrate their way to starting a family. Maternity is the 5th largest category in the hospital sector. If you just consider Delhi, 3 lakh deliveries occur every month there. So, this is a huge industry with an immense opportunity. The viability of the project is unquestionable.” AHL runs two such centres in Bangalore and Gurgaon, which was started in 2006 as a pilot project. They are coming up with the third Cradle in Calicut, Kerala. The company plans to open 25-35 centres across the country within 2-3 years, out of which 7-8 will be company-owned and the rest would be franchised. The company has allocated Rs.100 crore, excluding real estate price, for developing such centres. They are targeting the upmarket residential areas in the metros and the state capitals in India. The state capitals in India like Guwahati, Pune, Bhopal, Jaipur, etc. will have at least one Cradle while cities like Delhi, Mumbai and Kolkata may have more than one. Franchise Facts Investment: Rs.10 to 15 crore Area: 20,000 sq ft Location: Upmarket residential area Potential Franchisee: Preference will be given to the people coming from medicine background, but that is not the only criteria. However, anybody opting for Cradle`s franchise should have the mindset and dedication that is required to handle a health and wellness centre. He has to have the understanding of the demands of the affluent class.