Dr Reddy’s Launches D2C e-Commerce Vertical ‘Celevida Wellness’ for Diabetes Care

Further, the D2C platform will host the Celevida range of products as well as other third-party brands to offer a product portfolio that takes care of a diabetic patient’s daily nutritional requirements.

Multinational pharma player, Dr Reddy’s Laboratories Ltd has launched its first direct-to-consumer (D2C) e-commerce website ‘Celevida Wellness’ for diabetes patients by its wholly-owned subsidiary, Svaas Wellness Limited.

The newly launched platform will cater to the needs of diabetes patients and help them manage and control the disease with the right nutrition and dietary intake.

Further, the D2C platform will host the Celevida range of products as well as other third-party brands to offer a product portfolio that takes care of a diabetic patient’s daily nutritional requirements.

Moreover, this will also include the complete occasion framework of the day i.e., breakfast, lunch, dinner, snacks, beverages, meal replacement, etc. Products are selected after a stringent product selection process that involves rigorous diligence study of their nutritional composition. Currently, the website delivers to more than 18,000 pin codes across India.

With this launch, the Hyderabad-based pharmaceutical company aims to become a one-stop solution for personalised diabetic care for Type 2 diabetic and pre-diabetic individuals.

Moving ahead, Celevida Wellness seeks to include features such as ‘Digital Diary’ (a content repository through which users can track their condition and nutrition intake) and on-call consultation with nutritionists.

Sharing his views, MV Ramana, CEO, branded markets (India and Emerging Markets), said, “As a business, this launch strengthens our presence in the nutraceutical segment and also marks our foray into the D2C space in keeping with evolving pharma business models as we aim to reach more than 1.5 billion patients by the year 2030.”

He further said Celevida Wellness as a D2C route allows the company to take eligible products directly not just to more diabetic and pre-diabetic consumers, but also to health-conscious consumers. With ‘Celevida Wellness’, it aims to learn constantly and work towards offering a best-in-class consumer experience. “We will also be able to create capabilities that can be scaled and replicated across markets,” Ramana added.

According to the Indian Council of Medical Research – India Diabetes (ICMR-INDIAB) national cross-sectional study, it is estimated that India has around 101 million people with diabetes and 136 million people with prediabetes.

Founded in 1984 by Dr Kallam Anji Reddy, Dr Reddy’s Laboratories is an Indian multinational pharmaceutical company based in Hyderabad. The company aims to discover next-generation drugs using genomics and proteomics.

Going forward, Dr Reddy’s Laboratories aspires to triple its reach and touch over 1.5 billion patients by 2030. Further, they are also focusing on digital transformation in the customer and patient journey, primarily in creating a differentiated value proposition.

In a significant development, Dr Reddy’s laboratories chose AWS as a preferred cloud provider for medicine development. This move helped Dr Reddy to cut app development time by 30% and further enhance its internal operations, accelerating the generic drug manufacturing process and fostering innovation.