India; October 26, 2023 – Dr. Reddy’s Laboratories Ltd., a global pharmaceutical company, today announced the launch of its first direct-to-consumer (D2C) e-commerce website ‘Celevida Wellness’ for diabetes patients by its wholly-owned subsidiary, Svaas Wellness Limited. ‘Celevida Wellness’ aims to become a one-stop solution for personalized diabetic care for Type 2 diabetic and pre-diabetic individuals.
The website 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 requirement and at the same time fits into the complete occasion framework of the day i.e., breakfast, lunch, dinner, snacks, beverages, meal replacement, etc. Products are on-boarded onto the platform after a stringent product selection process that involves rigorous diligence study of their nutritional composition. The website currently delivers to more than 18,000 pin codes across India.
Since its launch by Dr. Reddy’s in 2019, Celevida has been the flagship nutrition brand for dietary management of diabetes and has established itself as a trusted and award-winning brand. The launch of ‘Celevida Wellness’ (www.celevidawellness.com) enables the Celevida range of products as well as other brands to reach consumers directly.
M.V. Ramana, Chief Executive Officer, Branded Markets (India and Emerging Markets), said: “We are happy to announce the launch of ‘Celevida Wellness’ as a direct-to-consumer e-commerce platform by our subsidiary Svaas Wellness. We see ‘Celevida Wellness’ as becoming a comprehensive one-stop solution for Type 2 diabetic and pre-diabetic patients offering meals, personalised dietary and health information, and in due course, features such as a digital diary to track health patterns, and on-call nutritionists.
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.
Consumers are increasingly buying via mobile phones and e-commerce routes. ‘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’, our aim will be to learn constantly and work towards offering best-in-class consumer experience. We will also be able to create capabilities that can be scaled and replicated across markets.”
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. Celevida Wellness will cater to the unmet needs of diabetes patients and help them manage and control the disease with the right nutrition and dietary intake. In due course, Celevida Wellness will also 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.