Studio 5b

dr. reddy’s laboratories was set up in the early 80s with a clear vision: bring new molecules into the country at a price the common man can afford. dr. anji reddy believed that if medicines had to serve their purpose, they had to be accessible and affordable. by 2015, the company realised that to stay true to its vision, it had to evolve beyond an organisation dedicated to developing new pharmaceutical drugs. the future of healthcare was beyond-the-pill. dr. reddy’s became an incubator for a small team of researchers, designers and thinkers. their goal was to transform the company into an organisation that applies the principles of design thinking to every aspect of the customer’s healthcare experience. this bold step into the future was called studio 5b. today, it is home to some of the sharpest minds in the field of design, behavioural science, experience design, and research. their goal: to take healthcare into the future, while keeping the needs of the patient at the heart of e