Photo: Mint
Photo: Mint

Dr Reddy’s forays into nutrition segment in India with ‘Celevida’ for diabetics

  • Made from soy, ragi and gram flours, Celevida is formulated to have high protein and fibre
  • Celevida will be available in two flavors -- Kesar Elachi and Chocolate -- and has been taste tested with over 300 diabetics and pre-diabetics

NEW DELHI : Dr Reddy’s Laboratories entered the nutrition segment in India with the launch of ‘Celevida’ drink, targeted at diabetics to help them manage blood sugar levels.

“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," M.V. Ramana, Dr. Reddy’s chief executive officer for branded markets (India and Emerging Markets), was quoted as saying in a release on Thursday.

Made from soy, ragi and gram flours, Celevida is formulated to have high protein and fibre, and slow-digesting carbohydrates, which will support in management of postprandial blood glucose response and satiety of patients, the company said in an exchange filing.

The product is also fortified with 20 vitamins and minerals, and ingredients such as folate, iron, magnesium, pantothenic acid, riboflavin, vitamin B12, vitamin B6 and vitamin C that would help manage fatigue in patients, the company said.

Celevida will be available in two flavors -- Kesar Elachi and Chocolate -- and has been taste tested with over 300 diabetics and pre-diabetics.

India has around 73 million diabetics, and another 80 million in pre-diabetes population, and the country is estimated to have the world’s largest diabetes population by 2035, the company said quoting data from International Diabetes Federation, an umbrella organization of over 230 national diabetes associations.

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