Prior to 2020, historically low-cost manufacturing, with just-in-time production and logistics, was key to staying competitive. In a time of crisis, however, the consequences of this model have become all too apparent. The leadership team at Dr. Reddy’s rose to the challenge by adapting quickly, decisively and without hesitation. Identifying opportunities for improvement in supply and building new digital infrastructure helped the company deliver on their promises to customers and established a framework for the new normal. Vanessa Brill and Vin Colicchio will discuss the challenges and solutions of maintaining drug supply during the COVID crisis, and how the pandemic has changed their company’s business model.