The Birthplace - A Unique Birthing Boutique Launch, Hyderabad

Hyderabad, 12th June 2013: Birthplace Healthcare Pvt. Ltd, today announced the launch of its premium birthing boutique 'The Birthplace' in Hyderabad. This state-of-the- art birthing centre focuses on making an expectant mothers journey through pregnancy, a hassle-free, extremely comfortable, aware and a joyous experience through its concept boutique.

Conveniently and prominently located at Road No. 2, Banjara Hills, locating the Birthplace and reaching there from any part of town will be extremely easy and simple.

In India, maternity care is per-dominantly served by nursing homes and large multi-specialty hospitals. Both these options battle challenges of its own- the former of being under-equipped and under-staffed and the latter geared towards serving people with complicated ailments, tending to neglect mother-child needs. In such a scenario, standalone birthing centers is a departure from regular maternity care providers and stands to fill the gap in the much needed compassionate care as required by expectant mothers.

Speaking at the launch of The Birthplace, Mr. Tarun Siripurapu, Managing Director, Birthplace Healthcare Pvt. Ltd said, "A neglected understanding is that pregnancy is not a sickness but an occasion, a milestone in the lives of a parent that needs to be cherished. The Birthplace thus creates a different experience - one that is celebratory, joyful, hassle-free and memorable with the reassurance of world-class clinical care. Here, we view pregnancy as a nine month journey and not just the delivery of the baby. "

The warm and comfortable experience that the Birthplace offers, starts from the open and clutter free reception, which sends out a vibe of positivity the moment an expectant mother enters the place. With 25 aesthetically designed rooms - 18 deluxe and 7 suites, all of which are furnished keeping the requirements of the mother and the baby in mind, the Birthplace has 3 dedicated labour delivery recovery suites (LDR suites), 2 Operation Theatres, 6 well-equipped Neonatal Intensive Care Unit to take care of premature babies and newborns requiring critical care, a 24 hour pharmacy and a team of reputed experienced gynecologists, maternal and fetal medicine specialists, and anesthesiologists.

The Birthplace not only takes care of expectant parents throughout the process of pregnancy up until the baby is born, but also takes care of their postnatal needs. Keeping in mind, the needs of the mother and the newborn, the Birthplace offers a host of pre and post natal services including Childbirth Education sessions; Yoga and Lamaze classes; Mother & Baby exercises; Lactation, Diet and Nutrition advice and counseling. The pricing policy and billing procedure at the Birthplace is transparent and hassle-free wherein a single package which covers all requirements is offered instead of different packages with different caveats and clauses. An outstanding and one- of- its- kind feature is that the cost communicated before one checks in is exactly what one will have to pay - this means that even if a mother is advised to stay on for another day by the doctor, there will be no additional charges.

The Birthplace built over almost 25,000 sq ft, commenced operations in April 2013. With very positive response to this venture, the immediate plans in the next 5 years is to set up 5-7 facilities across South India and other pockets of Hyderabad.

About the Birthplace:
The Birthplace is a premium birthing facility located in Hyderabad, Andhra Pradesh. The Birthplace was established with the intent to create a memorable experience of childbirth for a mother and the family. With 25 well-equipped rooms, designed keeping in mind needs and comfort of the mother and the baby, the Birthplaceoffers a host of pre and postnatal services including Neonatal Intensive Care Unit; Childbirth Education sessions; Yoga and Lamaze classes; Mother & Baby exercises; Lactation, Diet and Nutrition advice and counseling. The Birthplace strongly believes that childbirth is a unique event in one's life that requires clinical attention as well as focus on the mother's overall wellness. The Birthplace follows an integrated approach that makes the delivery of a child a memorable, joyful and hassle-free occasion.

About Founder:
Tarun Siripurapu is the Founder & Managing Director of 'The Birthplace', a premium birthing facility founded in 2013. A young entrepreneur with a strong understanding of the dynamics of the healthcare industry,Tarun, aged 28 and brings to the table his management experience and business acumen having worked with top firms in the healthcare industry in India and abroad.

Tarun's previous associations include his stint with McKinsey & Company Inc at their New Jersey office for clients in the pharmaceutical, medical devices and consumer goods verticals. He also held the position of Chief Strategy Officerfor a leading business group in South India where he was involved in developing and implementing technological solutions to overcome challenges faced in the group's medical education and super specialty hospital operations.

An entrepreneur at heart, Tarun set up his first venture at 22, Tamasoma Jyotirgamaya, commercializing a novel user interface that enhances the usability of computers for the blind. The venture gained national recognition and was presented an award in 2007 by Sh. Kapil Sibal, then the minister for science and technology, at the India Innovation Pioneers Challenge.

Taruri founded The Birthplace with the objective of creating a memorable, hassle free and comfortable experience of child birth for a mother and her family. The Birthplace is one such venture which creates a different experience - one that is celebratory, joyful and memorable with the reassurance of world-class clinical care. Here, pregnancy is a nine month journey and not just the delivery of the baby.

Alumni of the prestigious Purdue University, West Lafayette, Indiana and an MBA from the Indian Institute of Management Calcutta, Tarun is extremely passionate about creating services that are a result ofinsightful observations about consumer behavior and leveraging technology to simplify processes in healthcare.