Global pharmaceutical giants Eli Lilly and Novo Nordisk are competing fiercely to secure their positions in India’s rapidly growing obesity drug market ahead of the expected arrival of cheaper generic alternatives in March next year.

Novo Nordisk is pursuing a strategy focused on price reductions and faster product launches, while Eli Lilly has benefited from early market entry, giving it an initial advantage. Both companies have intensified outreach to doctors, increased advertising on obesity, forged partnerships with clinics, offered patient incentives, and entered distribution agreements with local drug manufacturers, according to doctors, analysts, medical representatives, patients, and distributors.

India’s obesity drug market has seen rapid expansion, fueled by rising rates of obesity, diabetes, and related health conditions, making it a key battleground for global pharmaceutical players. Industry experts note that the impending entry of generics could significantly reshape market dynamics, putting pressure on established players to consolidate their market share in the coming months.

Eli Lilly and Novo Nordisk have also leveraged local collaborations to strengthen their distribution networks, ensuring wider availability across urban and semi-urban areas. These efforts are complemented by targeted marketing campaigns that highlight the benefits of their treatments in managing obesity and related health complications.