Hyderabad: Dr Reddy’s Laboratories Ltd has introduced its direct-to-consumer (D2C) online platform, ‘Celevida Wellness,’ catering specifically to diabetes patients through its wholly-owned subsidiary, Svaas Wellness Limited. Celevida Wellness aims to serve as a comprehensive solution for personalised care for individuals with Type 2 diabetes and those at risk of developing it, said the company.
The website will feature the Celevida product range along with offerings from third-party brands, providing a diverse portfolio that addresses the daily nutritional needs of individuals managing diabetes, aligning with various meal times such as breakfast, lunch, dinner, snacks, beverages, and meal replacements. Products are added to the platform following a rigorous selection process that involves a thorough examination of their nutritional content. Currently, the website offers delivery to over 18,000 postal codes across India.
The launch of ‘Celevida Wellness’ now allows the Celevida product range, along with other brands, to directly reach consumers.
M V Ramana, Chief Executive Officer, Branded Markets (India and Emerging Markets), commented, “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.”
As per the company 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.