Industry-watchers expect the generics to be priced at one-third to one-fifth (about ₹3,000-4000) the cost of the original product
As global drugmakers Novo Nordisk and Eli Lilly slug it out in the marketplace over their recently introduced weightloss and diabetes-linked obesity products – the Centre’s strongly worded advisory on “so-called awareness campaigns” linked to prescription drugs could not have come at a better time, say doctors and pharma industry observers.
Novo’s weightloss and diabetes products Wegovy and Ozempic (injectable semaglutide), respectively, are available in India through existing networks, besides local partnerships with Emcure, and Abbott. Eli Lilly sells its Mounjaro, and has partnered with Cipla to expand access to the product. The marketplace is only set to get more crowded as over 50 branded generic products wait in the wings for launch on Day 1 of semaglutide losing its patent protection later next week.
Industry-watchers expect the generics to be priced at one-third to one-fifth (about ₹3,000-4000) the cost of the original product. And domestic companies in the fray include Sun Pharma, Dr Reddy’s Laboratories, Glenmark, Lupin, Mankind Pharma, Alkem, Alembic, Torrent Pharma, Zydus Lifesciences, to name a few.
Taking note of the direct or indirect (surrogate) promotional activities, including disease awareness campaigns, digital media outreach, and other communications from pharmaceutical companies, relating to GLP-1 receptor agonists and similar prescription drugs indicated for obesity and metabolic disorders – the Central Drugs Standard Control Organisation (CDSCO) said that prescription drugs are to be prescribed by registered medical practitioners/specialists, as originally approved by the regulatory authority.
Doctors too had red-flagged the high-profile visibility on obesity through advertisements, hoardings at hospitals and online campaigns, for example.
Diabetologist Dr V Mohan says the advisory is “timely”. At present there are two major companies selling the product. But when 30-odd more come out with their similar product, “there will be cut throat competition”, says Mohan, Chairman, Dr Mohan’s Diabetes Specialities Centre. The approval of these products indicated that an MD or endocrinologist could prescribe these products, he said, cautioning that reports indicated that the product was available through non-authorised methods. Who would be accountable if there are adverse events like vision-loss, he asked.
Adverse event awareness
The CDSCO advisory said, any advertisement promoting prescription-only medicines to the general public or exaggerating its therapeutic efficacy, suggests assured or guaranteed weight loss outcomes, or induces demand for pharmacological therapy, may amount to misleading promotion and may attract action under relevant provisions of the Drugs Rules, 1945.
The drug regulator’s advisory is proactive, says Sheetal Sapale, Vice-President, Commercial at Pharmarack Technologies, as companies could leverage the visibility of the obesity-oriented advertisements and offer products at lower prices. People need to understand, they will regain weight on stopping the medicine, and that there could be gastro issues, she says, adding that reports of vision loss, however rare, becomes a large number in a populous country like India.
Pharmatrack data revealed that the diabetes segment played a key role in the pharma industry’s growth last month, and GLP products accounted for a major part of that trajectory. The GLP-1 segment was pegged at ₹1,446 crore for 12 months up to February 2026. While Lilly’s Mounjaro was at pole position with over 60 per cent market share, Novo’ semaglutide was gaining ground, the report said.
Published on March 12, 2026