Danish pharmaceutical giant Novo Nordisk is set to make a substantial impact on India’s obesity therapy market with its recent price reduction for Wegovy, an injectable semaglutide. The company expects this move could increase patient uptake by five to seven times, mirroring the success seen with its insulin products. As the market evolves, Novo Nordisk encounters competition from lower-priced generics, particularly from rival Eli Lilly & Co., which is also targeting this rapidly expanding segment.
Price Reduction and Market Expectations
Novo Nordisk’s decision to reduce the price of Wegovy by up to 37% last November aims to enhance accessibility in one of the world’s fastest-growing obesity treatment markets. Vikrant Shrotriya, managing director of Novo Nordisk India, emphasized that the price cut was a strategic initiative to improve patient access, not a reaction to the anticipated entry of generics. He pointed out that following the reduction of insulin prices in 2020, patient uptake surged five to seven times over five years. Shrotriya believes that the uptake of semaglutide could accelerate even faster due to the significant unmet need for obesity treatments in India.
Analysts project that the upcoming patent expiry of semaglutide in March will create new opportunities for generic versions, potentially generating an additional Rs 5,000 crore in emerging and regulated markets over the next 12 to 15 months. The branded formulation segment in India could see an added revenue opportunity of Rs 1,000 to 2,000 crore by FY27, according to a Systematix analyst.
Competitive Landscape and Future Plans
As Novo Nordisk braces for increased competition with the forthcoming entry of generics, Shrotriya acknowledged that the market will evolve rapidly, similar to the adaptation of artificial intelligence. He expressed confidence that the entry of multiple players would ultimately benefit patients by enhancing access and services. Novo Nordisk aims to establish itself as the preferred partner for both doctors and patients, emphasizing quality, reliability, and education.
In addition to Wegovy, Novo Nordisk introduced Ozempic in India last year, thus broadening its portfolio of obesity and diabetes therapies. The company is also preparing to launch an oral version of semaglutide, which received FDA approval in December 2025. The Wegovy pill is expected to debut in the U.S. this month, with its launch in India contingent on global uptake and production capacity.
Commitment to the Indian Market
Shrotriya, who has been with Novo Nordisk for 25 years and has served as managing director in India since 2020, reaffirmed the company’s long-standing commitment to the Indian market. He noted that Novo Nordisk was one of the pioneers in establishing shared services in India two decades ago. Currently, the company has the largest diabetes care franchise in the country, with five of its brands ranking among the top 100 in India.
The company’s strategic initiatives and focus on innovation highlight its dedication to addressing the growing obesity crisis in India. As Novo Nordisk navigates the competitive landscape, its efforts to enhance patient access and broaden treatment options will play a vital role in shaping the future of obesity therapy in the region.
Digihunt is not a financial advisor and this is not investment advice.