As India’s US$70 million obesity drug market bulges, so does price war

Global pharmaceutical giants Eli Lilly and Novo Nordisk are scrambling to cement their lead in India’s booming obesity drug market before cheaper generic versions hit shelves ‌in March next year. Novo’s strategy emphasises price cuts and accelerated launches, while Lilly’s products benefited from hitting the market early. Both companies focused on aggressive outreach to doctors, heavier advertising about obesity, tie-ups with clinics, patient incentives and ‍distribution deals with local drug...