Dr. Reddy’s Laboratories Ltd. has launched its first direct-to-consumer e-commerce website, ‘Celevida Wellness’, for diabetes patients. The website, launched by Dr. Reddy’s subsidiary, Svaas Wellness Limited, aims to provide science-backed products, information, and personalized dietary recommendations to diabetes patients. The launch strengthens Dr. Reddy’s position in nutraceuticals, which began in 2019 with its flagship diabetes nutrition brand, Celevida. The website currently delivers to over 18,000 pin codes across India and aims to become a one-stop solution for personalized diabetic care for Type 2 diabetic and pre-diabetic individuals.
The launch marks Dr. Reddy’s foray into the D2C space in line with evolving pharma business models. The Celevida range of products and other third-party brands will be on-boarded onto the platform after a stringent product selection process, involving rigorous diligence study of their nutritional composition.
M.V. Ramana, Chief Executive Officer of Branded Markets, said that the launch strengthens Dr. Reddy’s presence in the nutraceutical segment and marks its foray into the D2C space in line with evolving pharma business models. The company aims to reach more than 1.5 billion patients by 2030 and take eligible products directly to more diabetic and pre-diabetic consumers, as well as health-conscious consumers.
