Dr Reddy’s forays into nutrition segment; launches diabetic- friendly drink


HYDERABAD, Nov 14: Dr Reddy’s Laboratories Ltd

on Thursday announced entry into the nutrition segment with

the launch of ‘Celevida’ in India.

It is a first-of-its-kind under Dr Reddy’s nutrition

portfolio and clinically proven to help manage blood glucose

levels among Indian patients, a company press release said.

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 over 300 diabetics and

prediabetics, it said.

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 per cent), high fibre (12-18 per cent) and slowly

digested carbohydrates, which will support in managing the

postprandial blood glucose response and satiety, the drug

maker said.

The product contains 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 fatigue, it said.