Dr. Reddy's New Corporate Identity

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTR013 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Corporate Restructuring
Case Length : 9 Pages
Period : 2000-2001
Pub. Date : 2002
Teaching Note : Available
Organization : Dr. Reddy Labs, American Remedies Ltd, Cheminor Drugs Ltd.
Industry : Healthcare & Pharmaceuticals
Countries : India


The case gives an overview of the new corporate identity of Dr. Reddy's Laboratories, unveiled in April 2001. DRL restructured its corporate identity mainly because of the merger of DRL with American Remedies Ltd. and Cheminor Drugs Ltd., and the subsequent listing of DRL on NYSE. The new corporate identity also attempted to distinguish the founder Dr. Reddy, from the brand Dr. Reddy. The case is intended for MBA/PGDBM level students as part of the Business Strategy curriculum. From the case, students are expected to analyze the various reasons for restructuring the corporate identity of DRL, despite enjoying a good brand image. They are also expected to understand why DRL attempted to distinguish between Dr. Reddy, the person and the brand.


Dr. Reddy Labs, Corporate Identity, Differentiation of founder from the company, Indian Pharma industry prospects


  Page No.
Introduction 1
Background Note 1
A Note on the Indian Pharmaceutical Industry 3
The New Corporate Identity 5
Rebuilding DRL 5
Towards A Global Pharmaceutical Company 6
Exhibits 7


Corporate Identity, Dr. Reddy's Laboratories, April 2001,DRL,American Remedies Ltd, Cheminor Drugs Ltd., NYSE, Dr. Reddy, Business Strategy, good brand image

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