Journey to motherhood, simplified

By Aakriti Shrivastava , afaqs!, New Delhi | In Digital | June 17, 2015
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Fortis launches new web-series on the journey of pregnant women.

Pregnancy, as most mothers would agree, is a highly taxing physical state of being, among other things and comes with a huge set of dos and don'ts. Fortis Healthcare is set to launch a series on pregnancy in an attempt to simplify things for pregnant women, especially those who do not have constant family support and go through their pregnancies a nuclear-family environment.

The web-series will be tracking the journey for three pregnant women, along with providing pregnancy information and tips. The introductory video in the series titled 'Weirdest advice people give when you are pregnant' was recently released and received more than 44,000 views. The series called 'Mama's Journey' will not only provide information and advise on pregnancy related queries, but also try to provide emotional support through showcasing the journies of three pregnant women and creating a connect..

Anika Parashar

Kamna Chhibber

Says Anika Parashar, COO, Mamma Mia, a part of Fortis Healthcare "We realized that as the nuclear families are rising and people do not go to their Nani and Dadi for advice anymore. They want information from proffesionals and tend to seek it online, that is what led to the genesis of this idea. We believe women from the ages of 22 to 45 who are planning or expecting a baby will greatly benefit from the conversations and advice via experts across Fortis Healthcare that comes out of the series."

The three mothers, who were selected through an online application form, will be pampered with spa treatments, weekend getaways, maternity shopping and other gifts to make them feel special. They will also be given fitness and health tips, courtesy of Mamma Mia, Fortis' maternity services platform.

Kamna Chhibber, head, mental health & behavioural sciences at Fortis, who will be one of the advisors on the series, comments on the need of pregnancy support for women, "Through the journey of these three women, we focus on various problems women face during different trimesters of pregnancy. The idea is to not only inform pregnant women and the people around them about the right things to do, but to also allow them multidimensional support, especially psychological."

With the web-series, Mamma Mia hopes to establish its presence more strongly in the maternity care sector. The healthcare verticals of Fortis primarily comprise hospitals, diagnostics and day care specialty facilities. The company operates its healthcare delivery services in India, Dubai, Mauritius and Sri Lanka.

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