The e-commerce site, Celevida Wellness, features products from its diabetes control nutrition brand Celevida, as well as brands from other companies, such as Diabliss and Unilever-backed Wellbeing Nutrition.
Examples of the products sold include Celevida nutrition health drink for managing blood sugar spikes and support weight management, Slow Burn capsules for weight loss support and multivitamins for men and women by Wellbeing Nutrition, and diabetic-friendly sugar that could be added to food and drinks by Diabliss.
Operated by its subsidiary SVAAS Wellness Limited, Dr. Reddy’s said that the e-commerce site, launched in October, could provide a one-stop solution for diabetic friendly nutrition products.
A digital diary will also be introduced further down the road.
“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,” said the company.
The site will also strengthen the firm’s presence in the nutraceutical space.
Earlier in July, the company made its entry into the children nutrition space with the launch of CeleHealth Kidz Immuno Plus Gummies in India, adding on to its adult nutrition, hospital and clinical nutrition, and general health and wellness portfolio.
“This platform strengthens our presence in the nutraceutical segment and marks our foray into the D2C space in keeping with evolving pharma business models as we aim to reach over 1.5 billion patients by 2030.
“Consumers are increasingly buying via mobile phones and e-commerce routes. ‘Celevida Wellness’ as a D2C route allows us to take eligible products directly not just to more diabetic and pre-diabetic consumers, but also to health-conscious consumers,” said the firm.
In India, the rate of diabetes stands at 11.4 per cent and prediabetes at 15.3 per cent. The prevalence of obesity, which is closely related to diabetes, stands at 28.6 per cent, while that of abdominal obesity is 39.5 per cent, according to a report by the Indian Council of Medical Research-India Diabetes published in June this year.
India’s e-commerce growth
There are 125 million more online shoppers in India as compared to three years ago, with another 80 million expected by 2025, according to India Brand Equity Foundation (IBEF) established by India’s Ministry of Commerce and Industry.
The country’s e-commerce market is expected to reach US$111bn by 2024 and US$200bn by 2026.
The Gen Z consumers are expected to drive the market growth of premium health and nutrition products.
“Purchase habits of India’s new generation of customers have resulted in a market attitudinal shift. There will be 370 million Generation Z consumers in India in 2030, with different preferences.
“The modern Indian consumer is defined by a high level of awareness, a passion for health and nutrition, and a large amount of disposable income. As a result, new FMCG sub-sectors have emerged, such as air & water purifier and organic food staples,” said the IBEF FMCG report published in August.