Emcure Pharmaceuticals is tapping influencers and celebrities on social media, in addition to raising awareness among doctors, for its semaglutide brand, Poviztra, as it seeks to capitalise on its head start in the lucrative weight-loss market. The company launched Poviztra in an exclusive partnership with innovator Novo Nordisk in December. Emcure’s approach spells a changing marketing playbook for drugmakers when it comes to GLP-1s, which go beyond doctors, similar to innovators and health companies' appr ...

Core 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]