Novo Nordisk, Emcure to Launch Weight-Loss Drug in India Following Lilly’s Success
Key Highlights
- Novo Nordisk partners with Emcure to market its Poviztra, a semaglutide-based weight-loss drug in India.
- The move follows Eli Lilly’s successful rollout of Mounjaro, signaling a rapidly growing market for obesity drugs.
- Shares of Emcure Pharma surged 6.5% after the announcement.
Danish pharmaceutical major Novo Nordisk has joined forces with Emcure Pharmaceuticals to launch a new weight-loss drug in India, riding the momentum created by Eli Lilly’s breakthrough success with Mounjaro earlier this year.
Lilly’s Success Paves the Way for a Weight-Loss Drug Boom in India
The companies announced on Monday that Emcure will exclusively distribute and market Novo Nordisk’s 2.4 mg semaglutide injection under a new brand name, Poviztra, across India. The collaboration marks Novo Nordisk’s latest strategic move to capture a share of the expanding obesity treatment market in the world’s most populous country.
The Poviztra injection is a version of Novo Nordisk’s blockbuster drug Wegovy, which has gained massive global traction as a once-weekly weight-loss treatment. Wegovy was introduced in India in June 2025, three months after Lilly debuted its competing product Mounjaro (tirzepatide), developed for both diabetes and obesity management.
India Emerges as a Key Battleground for Obesity Treatments
India’s obesity drug market has seen a rapid surge since the introduction of GLP-1-based therapies like Mounjaro and Wegovy. According to industry experts, Eli Lilly’s early success has “opened the floodgates” for similar treatments, prompting competitors to localize their global obesity portfolios for Indian consumers.
“The obesity awareness and acceptance levels in India have shifted drastically in the last two years,” said a senior pharma analyst quoted by Reuters. “With both Lilly and Novo Nordisk now active in this space, the market could double within 12 to 18 months.”
Following the announcement, Emcure Pharma’s shares jumped 6.5%, trading at ₹1,451 on Monday afternoon, a clear sign of investor confidence in the growing demand for weight-management drugs.
Novo Nordisk Bets on Local Partnership for Wider Reach
Under the exclusive marketing agreement, Emcure will handle the domestic distribution, branding, and promotional strategy for Poviztra, leveraging its vast pharmaceutical network across India. Novo Nordisk, meanwhile, will continue to manufacture and supply the drug globally.
“This partnership is part of Novo Nordisk India’s efforts to ensure its innovative treatments reach a greater number of patients in India,” the Danish company said in its exchange filing.
While Novo Nordisk has not yet revealed the pricing for Poviztra, its Wegovy 2.4 mg version costs ₹26,015 per month in India. Analysts expect Poviztra to be priced competitively, challenging Lilly’s Mounjaro, which entered the market earlier this year with an aggressive rollout strategy.
Competition Heats Up in India’s Obesity Drug Market
The tie-up between Novo Nordisk and Emcure comes just a month after Eli Lilly partnered with Cipla to sell Mounjaro under a separate co-branded version in India. Both collaborations reflect a growing trend among global pharmaceutical companies, leveraging local distributors and healthcare networks to penetrate India’s price-sensitive but high-potential obesity market.
Globally, Novo Nordisk and Eli Lilly dominate the fast-growing anti-obesity drug segment, valued at over $100 billion by 2030, according to Bloomberg.
“India represents one of the most dynamic opportunities for obesity care,” said an industry observer to Mint. “The partnerships with Emcure and Cipla show how global pharma leaders are adapting to local realities, from pricing to patient education.”
Weight-Loss Drug in India Market Poised for Rapid Expansion
With Novo Nordisk’s Poviztra set to roll out soon, the stage is now set for a two-horse race in India’s obesity treatment space. While Lilly’s Mounjaro continues to lead on early adoption and recognition, Novo Nordisk’s global brand power and Emcure’s local distribution strength may help it gain rapid traction.
Also Read | A $100,000 Price Tag on Ambition; Why Trump’s H-1B Fee Missed the Point
As obesity rates continue to climb, experts predict that the demand for medically supervised weight-loss drugs in India will surge, transforming the country into one of the most competitive obesity drug markets outside the US.
