We are

The Story
Behind ‘5B’

San Francisco: The early 1980’s brought with it the AIDS epidemic. Chaos ensued amongst people due to lack of understanding of the disease, its causes and the nature of the contagion. The government did not have the answer either.

The risk of exposing oneself to the lethal disease was too high; dissuading all members of society, including most doctors and nurses from caring for patients. They called it the new plague.

In the midst of this hysteria, a beacon of hope and courage came from a small group of doctors and nurses - who refused to watch people suffer helplessly. They held their responsibility towards people and their craft above all.

With this conviction, they founded Ward 5B, the world’s first in-patient AIDS clinic, at the San Francisco General Hospital - A place where make people came for a new beginning. Ward 5B pioneered what came to be known as patientcentred care. It set the standard for HIV/AIDS care in the world.

Imbibing the essence of this story, the spirit of patientcentric care and a commitment to the larger purpose of delivering good health to all, we decided to name our Innovation and Design centre at Dr. Reddy’s ‘Studio 5B’.

Dr. Reddy’s :
Going beyond the pill

We, at Dr. Reddy’s believe that access to medicine is a right, not a privilege.

Our legacy spanning over 30 years, in more than 20 countries, with a dedicated team of 20,000 people, bonded together through time, geographies and differences, by one purpose - 'Good Health Can't Wait'.

'Good Health' is our goal. Medicines are not just molecules, but a means to help patients regain their health. We have the ethical and moral imperative to ensure good health can be delivered to those who need it, and to promote wellness among them.

'Can't Wait' reflects our commitment to act with speed to find innovative solutions that address the unmet needs of patients, and to accelerate access to much-needed medicines for people around the world.

  • Harsh Singhania

    Harsh Singhania

    Business Designer

    Finding the balance between Logic and Emotion

    Analytical Pragmatic Empathetic Inquisitive

    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.

  • Juhi Dang

    Juhi Dang

    Design Lead

    An eternal optimist on a lifelong quest to explore the '99% Invisible'

    Curious Hodophile Adrenaline Junkie Modern Yogi Conscientious

    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.

  • Nilay Bhandari

    Nilay Bhandari

    Design Lead

    (oxy)Moron in pursuit of a centred self

    Artisan Tree Hugger Theatre Enthusiast Violin and Cello Lover Authentic

    Nilay is a Product Designer from MIT Institute of Design and has a B.A major in Defence 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, he identifies honest problem solving as his primary purpose. Nilay believes that deep and empathetic research is the fulcrum on which any user centred innovation process rests. On the sidelines, he strives to explore his childhood fascination with story-smithing and its various aspects.

  • Pooja Vasu

    Pooja Vasu

    Senior Design Researcher

    Every story needs to be told

    Storyteller Seeker Illustrator Cinephile Gypsy

    Pooja holds a MDes. in Graphic Design from National Institute of Design, Ahmedabad and has a background in BFA - Applied Arts with Majors in Illustrations. Before joining Studio 5B as a Design Researcher, she has worked in the field of advertising and healthcare as a communication designer. She believes that real world wicked problems can be effectively solved using design as a tool. As a Design researcher, she is dedicated to understanding why users act the way they do and to making sure that each user voice is heard. When she is not busy asking people questions, she can be found doodling her own stories or obsessing over the latest movie.

  • Purva Tidke

    Purva Tidke

    Senior Business Designer

    Discovering myself while striving for a breakthrough in the world

    Sedulous Loud Thinker Contemporary Dance Gastronomer

    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.

  • Riddhima Gupta

    Riddhima Gupta

    Senior Experience Designer

    On the balance beam of meaning and happy(ness

    Explorer Adrenaline Junkie Shark Tracker Fitness Enthusiast Solutionist

    Riddhima’s forte is designing work spaces that enhance synergy, in highly diverse and dynamic teams. She previously led the office experience design and operations for IDEO Mumbai. Her background in Hospitality and Hotel Management lead her to work with the Taj Hotel group, and leading hotel chains in Switzerland and London too.

  • Shruti Nivas

    Shruti Nivas

    Associate Design Researcher

    I think with my hands.

    Animal volunteer Kitchen scientist Eco fiend Sketcher Sponge

    Shruti received her Master's degree in Industrial design from the International School of Design in Pune. She has worked on projects in the fields of social impact, furniture design, and consumer electronics. Her past experiences led her to Sweden to intern at Electrolux and Pedro Gomes Design Studio in Portugal. Her interests lie in unearthing problem statements and behavioural insights that can lead to the creation of holistic user experiences. By joining Dr. Reddy's she hopes to fulfil her inclination towards creating positive change and impact from within the ecosystem of healthcare.

  • Srikanth Akula

    Srikanth Akula

    Associate Operations Manager

    Doing the right things, the right way

    Resolver Committed Competitor Sensitive Reliable

    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.