HT Bureau
GUWAHATI, Oct 26: Dr Reddy’s Laboratories Ltd., a leading global pharmaceutical company, has introduced its first direct-to-consumer (D2C) e-commerce platform, ‘Celevida Wellness,’ catering to diabetes patients through its wholly-owned subsidiary, Svaas Wellness Limited. ‘Celevida Wellness’ aims to serve as a comprehensive solution for personalized diabetic care, catering to individuals with Type 2 diabetes and pre-diabetes.
The website will feature the Celevida product range, alongside products from third-party brands, providing a holistic portfolio to meet the daily nutritional requirements of diabetic patients, spanning breakfast, lunch, dinner, snacks, beverages, meal replacements, and more. Products undergo a rigorous selection process, ensuring their nutritional composition aligns with the needs of diabetes patients. Currently, the website offers delivery services to over 18,000 pin codes across India.
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Since its initial launch by Dr Reddy’s in 2019, Celevida has been a leading brand for dietary management of diabetes, earning trust and accolades. The introduction of ‘Celevida Wellness’ (www.celevidawellness.com) empowers the Celevida range and other brands to directly reach consumers.
M.V. Ramana, Chief Executive Officer, Branded Markets (India and Emerging Markets), commented, “We are delighted to announce the launch of ‘Celevida Wellness’ as a direct-to-consumer e-commerce platform under our subsidiary, Svaas Wellness. We envision ‘Celevida Wellness’ as a comprehensive solution for Type 2 diabetic and pre-diabetic patients, offering meals, personalized dietary and health information, and eventually features like a digital diary for health tracking and access to on-call nutritionists. This launch strengthens our presence in the nutraceutical segment and marks our entry into the D2C space, aligning with evolving pharma business models as we aim to reach over 1.5 billion patients by 2030. As consumer preferences shift towards mobile and e-commerce channels, ‘Celevida Wellness’ serves as a D2C avenue to provide eligible products not only to more diabetic and pre-diabetic consumers but also to health-conscious consumers. With ‘Celevida Wellness,’ we strive for continuous learning and a best-in-class consumer experience. This venture will enable us to create scalable capabilities that can be replicated across markets.”
Based on data from the Indian Council of Medical Research – India Diabetes (ICMR-INDIAB) national cross-sectional study, India has an estimated 101 million individuals with diabetes and 136 million with prediabetes. Celevida Wellness is positioned to address the unmet needs of diabetes patients, aiding them in managing and controlling the disease through appropriate nutrition and dietary intake. Future features for Celevida Wellness include a ‘Digital Diary’ for condition and nutrition tracking, as well as on-call consultations with nutritionists.
