Advancement in digital technology and the need to provide alternate healthcare delivery channels to individuals in developing countries has led to the boom in mobile Health (mHealth). A wide range of mHealth applications (apps) and services are available today to combat the maternal and newborn health disparities in India. Yet, there is scant research in understanding the predictors of pregnant women’s adoption towards pregnancy apps in developing countries. The objective of this study is to identify the most significant predictors influencing behavioural intention to use pregnancy apps. To meet this objective, a conceptual model was developed and empirically tested by extending UTAUT with relevant constructs namely personal innovativeness in IT and perceived risk. A conceptual model along with the hypothesized causal paths among the constructs are empirically validated with the help of structural equation modeling using Smart PLS 3.0 with a sample of 220 pregnant women. Results showed that intention to use pregnancy apps by women was predicted by six influencing factors: performance expectancy, effort expectancy, facilitating conditions, social influence, personal innovativeness and attitude. Perceived risk had no significant effect on the behavioural intention to use pregnancy apps.