FIRST: Dr Reddys forays into nutrition segment with launch of diabetes drink Celevida in India

M V Ramana, Chief Executive Officer, Branded Markets (India and Emerging Markets), Dr Reddy’s Laboratories said, “We are pleased to mark our foray into the nutrition segment with Celevida, which will address unmet nutrition needs of the patients in India. Through this nutrition drink, we continue to work towards making a positive impact on people’s health and quality of life.”

Hyderabad: Dr Reddy’s Laboratories Ltd. (Dr Reddys Labs) recently announced the entry into the nutrition segment with the launch of its diabetes nutrition drink ‘Celevida’ in India. It’s a first-of-its-kind under Dr Reddy’s nutrition portfolio and clinically proven to help manage blood glucose levels among Indian patients.

The brand ‘Celevida’ is derived from two words ‘Celebration’ and ‘Vida’*, which means ‘Celebrate Life’. It is available in two flavours – Kesar Elachi and Chocolate, which are taste-tested with 300+ diabetics and prediabetics1, Dr Reddys said in its recent release.

M V Ramana, Chief Executive Officer, Branded Markets (India and Emerging Markets), Dr Reddy’s Laboratories said, “We are pleased to mark our foray into the nutrition segment with Celevida, which will address unmet nutrition needs of the patients in India. Through this nutrition drink, we continue to work towards making a positive impact on people’s health and quality of life.”

Dr Reddy’s Celevida is formulated to have high protein (28-30%), high fibre (12-18%) and slowly digested carbohydrates, which will support in managing the postprandial blood glucose response and satiety2. The product contains a high amount of plant protein that comes from Soy, Ragi and Gram flours. The product has 20 vitamins and minerals, and ingredient such as Folate, Iron, Magnesium, Pantothenic acid, Riboflavin, Vitamin B12, Vitamin B6 and Vitamin C that would further support in managing tiredness and fatigue3.

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Diabetes is a growing challenge in India with a large diabetic (around 73 million) and pre-diabetes population (around 80 million people) and we are estimated to have the world’s largest diabetes population by 20354. What is contributing to the rise of diabetes in the growing population is the changing habits of diet and a sedentary lifestyle. The Indian Council of Medical Research has recommended that the daily diet of an adult should contain at least 60g of protein and 40g of dietary fibre (based on a 2000 Kcal diet)5.

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