Abstract

The caselet explains the way in which Dr Reddy’s Laboratories (DRL) implemented its corporate identity plan, through a period of one year. The caselet also discusses the need for the creation of a new identity. 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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The need for refining corporate identity
• How a company goes about implementing its corporate identity plan
• and How the stakeholders perceive the corporate identity of a company

Keywords

Dr Reddy’s Laboratories (DRL), Anji Reddy, Enterprise IG (EIG), Corporate Identity Plan, Pharmaceutical Major, Research and Development, Multiple leadership levels