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 personalised diabetic care for Type 2 diabetic and pre-diabetic individuals.
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.”