Dr Reddy’s unveils direct-to-consumer e-commerce website ‘Celevida Wellness’ for diabetes

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 Dr Reddy’s Laboratories 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. ‘Celevida Wellness’ aims to become a one-stop solution for personalised 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 the 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. MV 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’, we aim 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.”