Pregnancies resulting from infertility and ART are reported to be at high risk of postpartum haemorrhage and placental invasive disorders and the necessity for peripartum hysterectomy resulting in loss of uterus. In this report we present the experience of 3 cases of primary postpartum haemorrhage. All 3 women were young and conceived after multiple attempts though infertility treatment and received progesterones and other supportive drugs throughout pregnancy. Postpartum haemorrhage was recognised in 2 women after closure of uterus and abdomen and in the recent woman it could be managed before closure of uterine incision itself. The placental site was flabby and could be intended easily though the rest of the uterus was well contracted after oxytocics. Placental site atony can be effectively managed by applying box sutures or purstring sutures at the site of atony and avoid the need of major vessel ligation and also hysterectomy. Review of literature revealed that this may be due to increased decidual thickness of Rohr fibrinoid layer or decidual loss and the high concentration of estradiol or progesterones present right from the beginning of implantation and other unknown factor affecting the site of implantation during separation of placenta resulting in myometrial dysfunction and localised atony.