To dream the future of health and make it reaL

The Innovation and Design Centre at Dr. Reddy's


To dream the future of health and make it reaL

The Innovation and Design Centre at Dr. Reddy's


Studio 5B useS Design Thinking to create 
innovations that make a difference
to the health and everyday lives of people. 

Studio 5B is the Innovation and Design Centre at Dr. Reddy's Laboratories, an integrated global pharmaceutical company, committed to providing affordable and innovative medicines for healthier lives.

The Dr. Reddy’s mandate is to create greater access to affordable medicines and to reach patients worldwide. 
As part of this mandate, Dr. Reddy's has been working closely with IDEO, a leading innovation and design consulting firm in creating human-centred innovations that impact patients, doctors, care providers and other stakeholders in the healthcare ecosystem.



• To build empathy through deep, qualitative primary research.

• To create products and services that address unmet needs.

• To build a culture of rapid prototyping and iteration.


• To build empathy through deep, qualitative primary research.

• To create products and services that address unmet needs.

• To build a culture of rapid prototyping and iteration.



We are inspired by making a difference to people’s health and their lives, through design.


We are inspired by making a difference to people’s health and their lives, through design.


Studio Lead

Param has been in innovation and design management roles across companies like IDEO, GE Healthcare, and Sapient over the last 18 years. He began his career as an Interaction Designer, and later as a Design Researcher & Strategist. Param has studied people, identifying their unmet needs to inform new product / service innovation. Prior to joining Dr. Reddy’s, he led key client relationships as a Director at IDEO. Param teaches & conducts workshops on Design Thinking for emerging markets at Indian School of Business. He is also a street photography enthusiast.


Communications Designer

Shreya is a post graduate in Graphic Design from National Institute of Design, Ahmedabad. She’s had a brief stint in advertising prior to NID, and has also worked with a market research firm in Indonesia, where she helped in establishing a Data Visualisation department, which looked at converting market research projects into visual communication tools.
Shreya is passionate about design for social and civic impact and believes that design is driven by experiences.


Design Director

Tarun is a Communication and Interaction Designer, an alumnus of the National Institute of Design in Ahmedabad and the Interaction Design Institute Ivrea, in Italy. Over the past 14 years his work has allowed him to explore and develop deep expertise in the domains of multidisciplinary design and brand, and to provide design solutions for projects across the globe. Prior to joining Dr Reddy’s, he was working at IDEO, as a Senior Communication Designer and Project Lead.


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Interaction Designer

Manas is an Interaction Designer driven by the goal of enhancing human interaction by making things accessible, meaningful and delightful. He believes that design and technology are the tools to achieve it. He is an alumnus of the Masters Program at Copenhagen Institute of Interaction Design (CIID) and has a background in Industrial Design. He loves tackling complex, systemic problems by using existing technologies and platforms for sustainable and cost effective solutions.


Experience Designer

Riddhima designs work spaces that enable creativity & innovation in highly collaborative and dynamic teams. Prior to joining
Dr. Reddy’s, Riddhima led the office experience design and operations for IDEO Mumbai. Her background is rooted in Hospitality & Hotel Management. She has worked at the Taj Hotel group and leading hotel chains in Switzerland and London.






Industrial Designer

Anurag is an Industrial Designer who believes that Design is an intelligence made visible.
He focuses on designing functional yet experience enhancing products. Prior to joining Dr. Reddy’s, Anurag has worked as a Product and UX Designer at Lucid, India.
He has worked at Samsung,
South Korea and Wilddesign, Germany. He is a graduate from MIT Institute of Design, Pune. 

Anurag has won 3 Red Dot design awards including a "Best of the Best", the Spark International Design Award and he is also the 1st place winner of the Time to Care Sustainable Design Award organised by Victorinox.

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Service Designer

Arunima is a Service Designer, wedded to the idea that good, meaningful design can solve the complex problems confronting the world; she is an alumnus of the Masters Program in Interaction Design from the Copenhagen Institute of Interaction Design, and graduated with Honors. Prior to joining CIID, Arunima was a design entrepreneur and co-founded Lucida, a visual design collective enterprise. Arunima has academic training in Development Studies (from the Centre for Development Studies) and Photography Design (from the National Institute of Design, Ahmedabad).


Chief Business Designer

Arun is an engineer from IIT and MBA from GSB Stanford, where he got introduced to Design Thinking and has been working on junction of combining design thinking and business ever since. He is passionate about bringing business innovation to consumers.

Arun started his career in healthcare industry with Dr. Reddy’s and brings hands-on experience of various facets of healthcare industry. His stint with McKinsey & Co, and a startup that developed a revolutionary product to treat and reuse waste water in urban cities in India, has enriched him with hands on experience of operations, value creation and growth of different business in various stages of life cycle.   

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Insights & Strategy Lead

Juhee is a Design Researcher  with over seven years’ experience in the area of User Centered research and design strategy. She holds a M.Sc. in Entrepreneurship, Innovation and Practice from Lancaster University, UK where she graduated with distinction; and M.Des in Industrial Design from Indian Institute of Technology, Delhi. Her work experience includes leading innovation consulting engagements for large multinationals, start-ups and NGO’s. Being a part of a start-up inspired her to study entrepreneurship and she is passionate about enabling and managing innovation in the corporate set up. 

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Human Factors Researcher

Nilay is a Product Design graduate from MIT Institute of Design and has a B.A major in Defense and Strategic Studies from Pune University. In his capacity, previously as an Innovation Consultant and later as a Design Research Consultant, he has worked with organisations in the Microfinance, F & B and Real Estate industries. As a designer, Nilay identifies honest problem solving as his primary purpose.
He believes that deep and empathetic research is the fulcrum on which any user centered innovation process rests. On the sidelines, Nilay strives to explore his childhood fascination with storytelling and it’s various aspects.

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Industrial Designer

Vidhi is a Product and Service Designer with an infinite appetite for new experiences.
A curious thinker, fascinated by how people interact and use emerging technologies, she derives inspiration by observing and engaging with them.
She holds a dual masters in Innovation Design Engineering from Imperial College and Royal College of Art, London.
Prior to this, she studied Product Design from National Institute of Design, Ahmedabad. She has previously worked for Microsoft, Quicksand Studio, Agency of Design & Ducere Technologies.
In her free time, she is found tinkering with synthetic biology, pampering dogs and travelling.


Design Researcher

Shivani has an M.Sc. in the Psychology of Individual Differences. Prior to joining
Dr. Reddy’s, she was a
Research Assistant at the University of Edinburgh. Passionate about working with people, she is dedicated to understanding and predicting what motivates human behaviour. She strives to apply her skills to finding simple solutions to complex problems. She is also a trained performance artist, with a background in dance, theatre and spoken-word poetry.


Business Designer

Sayan is a Marketing and Strategy Majors from IMT Ghaziabad, with a B.Tech degree in Electronics and communications from West Bengal University. Before transitioning to Studio 5B, he was leading Strategic Projects for Dr. Reddy’s (India). Sayan’s key contribution to the process lies in taking an idea and making it happen. He has worked across various domains including Business strategy, Branding, Marketing strategy, Packaging and Service design.
He is a compulsive problem-solver who works at the cusp of Design, Strategy and Execution and appreciates the need to go wild while being rooted in reality. 


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Industrial Designer

Aakash is an Industrial Designer from DSK ISD International School of Design, Pune.

He has worked as a design consultant for various clients and collaborators in different fields of design like visual, product and technology design. He has also worked with companies like Legrand India - designing consumer electronics for home, Designit (Denmark) and PiKs Design (France). He is the winner of multiple design awards including IDEA Gold, Observer du design Label&Star, Core77 and Index. 










Industrial Designer

Puneet has an affinity for designing meaningful products, systems and experiences. An alumnus of National Institute of Design (NID), Ahmedabad, he has enhanced his abilities for user-centric design at Adobe, Samsung and Microsoft before joining Studio 5B. Prior to NID, he has worked as a Design Engineer for 5 years with Larsen & Toubro after pursuing Mechanical Engineering as graduate studies.


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Srikanth is a graduate of commerce and a competent professional with over 9 years of experience in financial operations, Accounting & Administration.

Having worked at Dr Reddy’s for more than 2 years in different functions like Travel & Hospitality and Administration, he has recently moved to Studio 5B.

Prior to this, he has also worked as process developer in Genpact and Cognizant for different profiles.







Business Designer

Harsh is an MBA from SPJIMR, Mumbai (majors in Finance and minors in Analytics), with a B.E degree in Industrial and production engineering from Manipal University. His first stint in healthcare was working for a management consulting startup on strategy projects like performance improvement, go to market strategy, demand estimation and feasibility studies for leading healthcare chains across primary, secondary and tertiary care services. Harsh was introduced to design during his internship with Studio 5B post which he was inspired to take this up as a full time profession to apply his business skills in the design process.




Business Designer

Purva started her journey as a clinician. After pursuing further education in public health she joined operations for an ambulatory service, moved to a business strategy role for a healthcare start-up and did corporate marketing for a multinational hospital. During these years she has dealt with uncertainty, learnt from new challenges and gained a multi-dimensional view of the healthcare sector. She was exposed to Design Thinking during her management course at Indian School of Business. She is a creative person at heart and loves travelling and choreography in free time.


Strategy Lead

Juhi has been engaged in user-centric design and business strategy for almost a decade. She holds a degree in architecture, and is a management graduate from the Indian School of Business. She is extremely passionate about understanding and harnessing consumer behaviour and the impact of technology in product and service innovation.

She loves to experience local culture and life during her travels and believes in learning from the experiences and stories of people. She is a graphic novel addict and also dabbles in theatre and cubist art.




Disruption Lead

Nikhil is the Associate director at Garage 5B, the new ventures lab of Dr. Reddy's limited, exploring the idea of disruption. He comes with a background of 14 years as an entrepreneur, technologist, designer and maker. He has been recognised as a TED fellow and part of the founding team of the INK conference, having started the INK fellows program and developing the community. In his past he has run a media company publishing a 8000 copy/month magazine, launched India’s first indigenously developed 3D printer Brahma3, built a product that makes poems from random tweets, open source tools for wildlife to alleviate human-animal conflict, and involved in the founding and cofounding of multiple companies and nonprofits. He has lived and worked across South East Asia, being part of various efforts. He also advises, mentors and angel invests in hard science and agriculture start-ups.


Design Researcher

Mallika is a trained architect from the University of Southern California with minors in Entrepreneurship and Cinematic arts. Prior to joining Dr. Reddy's Mallika worked at the creative consultancy, Wolff Olins across two of their global hubs - Dubai and London. She started as an intern and progressed to being an insights strategist. She has worked on several healthcare projects and has also been a featured writer for Healthcare in America. She has also explored UX design at the General Assembly and strategy at the McKinsey Academy. 

In her free time she enjoys painting, cinema and napping.



Senior Director, New Technology Acquisition & Partnering

Sam scouts for new pharmaceutical technologies and designs new business models for entrepreneurial growth at Dr. Reddy's. Sam was formerly Director, Healthcare at a Canadian economic development agency. He has led pharmaceutical delegations to China, Japan, and Taiwan and has been an invited speaker to industry groups in India, China and UK about pharmaceutical commerce and R&D. Sam was also Senior Director of Research for NPS Pharmaceuticals, a biotechnology company that developed drugs in endocrinology and gastroenterology. Sam began his career as a research scientist at DuPont. Sam holds Master's and Ph.D. degrees in chemistry from the University of Toronto.




G.V. Prasad is Co-Chairman and Chief Executive Officer of Dr. Reddy's Laboratories. Prasad leads the core team that drives the growth and performance of Dr. Reddy's, and is widely credited as the architect of the company's successful global generics strategy. He is also a champion of sustainability thinking and has spearheaded efforts to reduce Dr. Reddy's ecological footprint by embracing green technologies and processes.

Prasad earned his degree in chemical engineering from the Illinois Institute of Technology in Chicago and has Masters in Industrial Administration from Purdue University.

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Claudia Kotchka is a Senior Executive and Change Agent who successfully led an innovation culture transformation at Procter & Gamble. Currently she advises Fortune 500 companies on wide ranging aspects of innovation, design and culture change. Claudia is a Trustee at the Cooper-Hewitt Smithsonian Design Museum.

She is recognized for integrating design, innovation, and strategy.
A pioneer in innovation practices, Claudia is acknowledged for strategic thinking, organization development and marketing expertise. She created and globalized design capability at P&G, establishing design centers in Europe, Asia and South America, propelling P&G into a leader in the strategic use of design for innovation.

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Stacey Chang is an independent strategic advisor to entities trying to change healthcare. He works actively with global corporations, local start-ups, academic medical institutions and foundations, to rethink their contribution to the healthcare ecosystem.

Stacey served as the Managing Director of the Healthcare business for IDEO, the global design and innovation firm. Working across IDEO’s global offices, he led efforts to develop new products and services, as well as research and market strategies targeting both healthcare professionals and consumers.