The Economic Times·2025-11-03 17:17Core Insights - Mounjaro has rapidly become the highest-selling drug in India, with total sales reaching Rs 450 crore by October, significantly outperforming its competitor Wegovy, which only achieved Rs 28 crore since its launch in June [3][21][22] - The drug's success is attributed to effective marketing strategies, superior patient experience, and timely market entry, as it was launched three months ahead of Wegovy [2][10][21] - Globally, Mounjaro's sales have reached $24.8 billion year-to-date, surpassing Merck's Keytruda [6][21] Sales Performance - Mounjaro's cumulative sales in India were Rs 235 crore by September, indicating strong market acceptance since its launch [3][21] - The drug's sales are driven by direct sourcing from allied specialties, which has led to higher actual sales than reported prescriptions [9][22] Marketing Strategy - Eli Lilly's decision to launch Mounjaro in vials rather than waiting for pen supplies allowed for a cost-effective trial for patients, enhancing initial uptake [10][11][12] - The repositioning of Mounjaro as a weight-loss therapy rather than a diabetes drug has improved its acceptance among consumers in India [17][22] Competitive Landscape - Mounjaro has a weight-loss efficacy of 20-22%, compared to Wegovy's 16-18%, contributing to its competitive edge [16][22] - Executional gaps in Novo Nordisk's rollout of Wegovy, including frequent changes in salesforce and limited local partnerships, have hindered its market penetration [18][19][22] Future Outlook - Experts predict that Mounjaro's growth may plateau with the anticipated entry of cheaper generics of semaglutide (Wegovy) into the Indian market by early 2026 [19][20][22] - While Mounjaro currently leads in market share, the long-term impact of generics and the stronger cardiovascular data associated with semaglutide may influence prescribing trends [20][22]