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Dr. Reddy's unveils logo.

PRINCETON, NJ. -- Dr. Reddy's Laboratories has launched a new visual identity and brand initiative that it says will guide its actions across the globe. The theme is "Good Health Can't Wait."

According to company executives, the new logo is an expression of empathy and dynamism, which helps keep patients at the center of everything that Dr. Reddy's does: Empathy helps gain rich insights into patients' needs, and dynamism enables Dr. Reddy's to address these needs--innovatively and with agility. The heart on the new logo was designed to depict empathy and caring, while the circles connote dynamism and responsiveness.

The company has also chosen a new corporate color--purple, which officials noted is associated with creativity and wisdom.

Overall, the new identity speaks of Dr. Reddy's efforts to understand the unmet and undermet needs of patients, and the swift action to solve them. The objective of the rebranding is to focus on a unifying, patient-centric approach, to meet new and daunting challenges that patients are facing.

The rebranding is being executed in two stages. In the first phase, the corporate brand has transitioned to the new identity. Phase two will see the new identity evolving on to the company's product packaging.

"Our goal has always been singular: to ensure that expensive medicines are within the reach of patients," stated cochairman and chief executive officer G.V. Prasad. "Our focus has always been the patient. While we have expanded over the years, our purpose has remained unchanged: to bring high-quality medicines within the reach of all.

"We wish to rededicate ourselves to that purpose, because we believe that, for every human being, good health is always the first priority."

At a company town hall meeting, Prasad explained that Dr. Reddy's will accomplish its objectives by adhering to five promises: to bring expensive medicines within reach of patients who need them; to address unmet patient needs; to help patients manage their disease better; to enable and help its business partners to ensure the availability of those medicines; and to work with its health care partners to help them succeed.

Separately, Dr. Reddy's announced last month its launch of memantine hydrochloride tablets USP, 5 mg and 10 mg, a therapeutic equivalent generic version of Namenda (memantine HC1) tablets in the United States. The product is approved by the Food and Drug Administration.

The brand product had U.S. sales of approximately $1.4 billion for the most recent 12 months ended in May 2015.

Dr. Reddy's memantine hydrochloride tablets USP, 5 mg, are available in a bottle count size of 60, and the memantine hydrochloride tablets USP, 10 mg, are available in bottle count sizes of 60 and 500.

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Title Annotation:RX/Generic Drugs; Dr. Reddy's Laboratories Ltd.
Publication:Chain Drug Review
Date:Aug 10, 2015
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