Hua Er Jie Jian Wen·2025-12-25 00:20Core Insights - The global pharmaceutical giants Eli Lilly and Novo Nordisk are in a fierce competition to capture the rapidly growing weight loss drug market in India before the influx of low-cost generics [1][2] - The Indian obesity drug market is expected to exceed $1 billion within two years, prompting aggressive strategies from both companies, including significant price reductions and celebrity endorsements [1][8] Pricing Strategies - Novo Nordisk has implemented a drastic price cut of approximately 37% for its weight loss drug Wegovy to counter Eli Lilly's first-mover advantage with Mounjaro [1][3] - Wegovy's monthly cost is now set at 10,850 INR (approximately $121.34), while Eli Lilly's Mounjaro remains priced higher at around 13,125 INR (approximately $146.79) [3] Market Dynamics - The competition is intensified by the impending patent cliff, with over 20 Indian pharmaceutical companies preparing to launch generics at an estimated 60% lower price once Novo Nordisk's key patent expires in March 2026 [2][5] - Eli Lilly's Mounjaro has quickly become the best-selling therapy by value in India, doubling its sales within months of its launch [3] Distribution and Marketing Efforts - Both companies are expanding their distribution networks to penetrate deeper into tier-2 and tier-3 cities, with Eli Lilly partnering with Cipla to launch a second brand targeting smaller towns [7] - Novo Nordisk has collaborated with Emcure Pharmaceuticals to extend its reach beyond major cities and has initiated campaigns to redefine obesity as a disease [7] Market Potential - The Indian weight loss drug market is currently valued at approximately 6.28 billion INR (around $70.23 million) and has grown fivefold since 2021 [8] - Analysts predict that the market will surpass $1 billion within two years, contributing significantly to the global obesity drug market, which is expected to reach $150 billion by the end of the decade [8]