New Delhi, July 23 (IANS): With an aim to expanding their market, LifeCell, India’s first stem cell bank, has come out with an affordable umbilical cord stem cell banking service.

The brand is also mulling launch of a new media campaign with its ambassador and actress Aishwarya Rai Bachchan to give an impetus to the popularity of the service.

The new lowered, base price of the service - Rs.9,990 - was announced on Thursday. The service will be available in the market from Friday, read a statement.

“There are many necessary expenses that expectant parents face around the time of childbirth. At LifeCell, we believe that price should not be the reason in pushing stem cell banking - a wise lifetime decision, down or out of the list of things to be done before the arrival of the baby," said Mayur Abhaya, CEO and managing director of the brand.

LifeCell’s founder and vice chairman Abhaya Kumar feels the step will help boost healthcare facility in the country.

“We are committed to making consistent investments to ensure that this critical healthcare service is affordable for expectant parents across the country. I'm confident that with this increased access, the future generations will benefit from this service to live longer and stay healthier,” said Abhaya Kumar.