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India’s Diet Drug War Heats Up, Here’s Eli Lilly’s Strategy

The race for India's obesity market is on. See how Eli Lilly and Novo Nordisk are fighting for a $1B prize before generics flood the scene

Rendy Andriyanto

Rendy Andriyanto

— 1 min read
India’s Diet Drug War Heats Up, Here’s Eli Lilly’s Strategy

Jakarta, Gotrade News - Eli Lilly and Company and Novo Nordisk A/S are going head-to-head to dominate the Indian market. Both giants are making aggressive moves to secure their spot before budget-friendly generics hit the shelves next year.

Key Takeaways

  • India's obesity drug market is projected to hit the $1 billion mark in two years.
  • Generic versions, priced 60 percent lower, are set to launch in March 2026.
  • Lilly’s Mounjaro is currently outpacing Novo’s Wegovy in sales.

India is on track to have the second-largest obese population globally by 2050. According to Nuvama Institutional Equities, this market’s value could skyrocket to $1 billion within just two years.

Lilly’s Mounjaro product is currently leading the pack, thanks to an early launch and strong efficacy claims. Reuters reports that Mounjaro sales doubled just months after hitting the shelves.

Novo Nordisk is firing back by slashing Wegovy’s price by 37 percent last month. Novo’s management admits this price cut was a vital move to boost market accessibility.

The Next Big Catalyst

Both companies are racing against the clock as the patent for the active ingredient, semaglutide, expires in March 2026. Over 20 Indian drugmakers are prepped to launch generic versions at rock-bottom prices.

Analysts expect these generics to sell for 60 percent less than current market rates. This forces global players to build strong brand loyalty fast before the real price war begins.

Lilly is teaming up with Cipla to reach tier-2 cities, while Novo is partnering with Emcure Pharmaceuticals. Local collaborations are the name of the game for distribution in a country as vast as India.

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Disclaimer

Gotrade is the trading name of Gotrade Securities Inc., registered with and supervised by the Labuan Financial Services Authority (LFSA). This content is for educational purposes only and does not constitute financial advice. Always do your own research (DYOR) before investing.

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