Svaas Wellness, the healthtech arm of pharmaceutical giant Dr. Reddy’s, made a significant announcement on Wednesday, October 25th. They introduced their latest e-commerce platform, Celevida Wellness, tailored specifically for diabetes patients.
The recently launched e-commerce marketplace features a wide array of offerings, including Celevida Wellness products and a selection of third-party brands. Its primary focus lies in serving individuals with Type 2 diabetes and those at risk of developing the condition, commonly known as pre-diabetic individuals.
Dr. Reddy’s forays into e-commerce with Celevida Wellness!
Established in 2019, Celevida Wellness serves as the pharmaceutical giant’s premier nutrition brand tailored for the effective dietary management of diabetes.
The recently launched platform offers a range of food products, including cereals, beverages, bars, biscuits, multi-vitamins, and powders. Additionally, it provides personalized dietary and health guidance for individuals with diabetes. In the future, the platform intends to introduce services like on-call nutritionists and a digital health diary to monitor patients’ health trends.
According to the company, their venture into e-commerce will not only enhance their position in the nutraceutical sector but also enable them to capitalize on the increasing population of digital shoppers in the nation.
Commenting on the launch, MV Ramana, head of branded markets for India and other emerging countries at Dr. Reddy’s, said, “We are happy to announce the launch of ‘Celevida Wellness’ as a D2C ecommerce platform by our subsidiary Svaas Wellness… 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.”
The e-commerce platform asserts that it presently serves over 18,000 postal codes throughout the nation and adheres to a rigorous product selection procedure before incorporating items into its marketplace.
Within the marketplace, you can find third-party brands like Diabliss and Bagrrys, which address the daily nutritional needs of individuals with diabetes by providing tailored dietary suggestions.
Celevida Wellness News:
In this move, Dr. Reddy’s is emulating the strategies of digital pharmacy startups like Netmeds and Medibuddy, both of which offer direct-to-consumer (D2C) solutions to meet customer needs. As it aligns itself with its digital counterparts, Dr. Reddy’s is poised to tap into the expanding market for diabetic and pre-diabetic care, along with the increasing demand for health supplements.
According to a study conducted by ICMR in October, India had over 101 million individuals with diabetes and 136 million individuals with pre-diabetes.
Shifts in consumer preferences, technological progress, and increased smartphone and internet accessibility have fostered a significant Direct-to-Consumer (D2C) healthcare surge within the nation. D2C brands are now introducing an array of novel products to meet the needs of the expanding population of health-conscious individuals in India.
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This has piqued the interest of investors who are actively seeking out startups addressing these challenges. In the earlier part of this year, healthtech startup Breathe Well-being successfully secured over $6 million in funding to assist individuals in managing and potentially reversing diabetes. Similarly, in the previous year, the diabetes care startup BeatO raised $33 million in funding, with a round led by Lightrock India.
