Post by : Saif Rahman

Global pharmaceutical giants Eli Lilly and Novo Nordisk are in a fierce contest to capture the expanding market for obesity medications in India. With millions of potential patients and the introduction of cheaper generic alternatives on the horizon for next year, both firms are swiftly maneuvering to establish dominance in this promising healthcare landscape.

By 2050, India is projected to host the second-largest population of overweight or obese individuals globally. Though obesity treatments remain costly and largely out-of-pocket for consumers, the demand is escalating. According to analysts, the Indian market for obesity drugs could surpass $1 billion within the next two years, marking it as a strategic target for international pharmaceutical players.

Lilly enjoys an early lead thanks to the earlier launch of its drug Mounjaro compared to Novo Nordisk's Wegovy. Mounjaro has rapidly become the leading obesity medication by revenue soon after its introduction, credited to its efficacy in weight loss and its timely market entry.

In response, Novo Nordisk has taken proactive measures. The company reduced the price of Wegovy by up to 37% last November to enhance accessibility and compete effectively. Additionally, it introduced its diabetes medication Ozempic in India at a more competitive rate. Novo’s head in India emphasized the importance of affordability in this cost-sensitive market.

The rivalry is expected to heighten further in March 2026, when patents for semaglutide, the key component in Wegovy and Ozempic, will expire. Over 20 Indian manufacturers are poised to introduce lower-cost generic options that analysts predict could be available at 60% less than current prices. This scenario could present a significant challenge for Novo, while Lilly stands to gain from extended patent protection for Mounjaro well into the next decade.

Both companies are also focused on expanding their market presence. Lilly has collaborated with Cipla to release an additional formulation of its drug aimed at smaller communities, along with partnerships with Apollo Hospitals to increase awareness regarding obesity and diabetes. Furthermore, the firm is heavily investing in manufacturing facilities in India.

Novo Nordisk is taking similar steps by partnering with Emcure Pharmaceuticals and launching a new semaglutide brand to enhance distribution efforts. The company is also aligning with digital health platforms and hospitals to provide patient support and promote awareness.

Given the ban on direct advertising of prescription medications in India, both companies are executing extensive public initiatives to inform citizens about obesity as a health condition. Utilizing billboards, newspaper advertisements, and wellness clinics, they encourage people to seek medical guidance rather than dismiss obesity as merely a lifestyle issue.

As the interest in weight-loss solutions extends beyond urban centers into smaller towns and middle-class households, the competition between Lilly and Novo intensifies. The results of this rivalry will ultimately influence the treatment landscape for obesity in India and the affordability of these transformative therapies in the years to come.

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