The maker of the high-selling tirzepatide injectable medication sold under the Mounjaro brand believes there’s space for both innovator drugs and generics to coexist in the fast-growing domestic market, Winselow Tucker, president and general manager of Eli Lilly and Company (India) told ET.
“We are an innovative company with an innovative product, and we price based on the value delivered to patients, physicians, and the healthcare system,” Tucker said in an interview. “Tirzepatide is priced for the value it provides. Generic markets are separate…There is room for both segments.”
“Also, we offer both prefilled monthly pen and vial options, which gives patients some flexibility,” said Tucker.
His comments come ahead of Novo Nordisk’s version of semaglutide Ozempic going off-patent in India on March 21 – paving the way for a flood of cheaper generics from Sun Pharmaceuticals, Dr Reddy’s Laboratories, Zydus Lifesciences, and Natco Pharma, among others.
Tucker reiterated Eli Lilly’s commitment to “value-based pricing” for Mounjaro, which clocked sales of about ₹720 crore in the first 10 months of launch till January, per PharmaTrac data. Industry estimates place it at more than ₹1,000 crore- the fastest ramp-up in the Indian pharmaceutical market.
Mounjaro is currently India’s top-selling drug by monthly value with January sales at about ₹120 crore, a rare mark in the country’s volume-driven market, per PharmaTrac. Mounjaro costs more than ₹13,000 to about ₹26,000 for an injection, based on the dosage. Each injection consists of four monthly shots.Novo Nordisk’s Ozempic is priced at ₹8,800-11,175, while its other semaglutide brand Wegovy costs ₹10,850-16,400 per month. Generic versions of semaglutide could be about 50% cheaper than the innovator brands at ₹3,000-5,000 per month.
Tucker declined to comment on future pricing for Mounjaro. Unlike its rivals, Mounjaro is also available as single vials that cost ₹3,281 for 2.5 mg and ₹4,101 for 5 mg.
Dr Rajiv Kovil, a leading Mumbai-based diabetologist, said Lilly may continue to have a premium pricing for Mounjaro. “The target for Mounjaro and Yurpeak together is to reach sales of ₹3,500 crore by end of March 2027,” he said.
Based on a 12-month average, brand-wise Mounjaro has climbed to the seventh spot nationally, leapfrogging decades-old legacy brands such as Pan D and Zerodol. It currently sits just behind established blockbusters including Augmentin, Glycomet, Foracort, Pan, Mixtard, and Liv 52, according to PharmaTrac data.
Many attribute Mounjaro’s record ascent to the top to Lilly’s shrewd marketing strategy-positioning it as a weight-loss drug first rather than a diabetes medicine, superior patient experience with faster and higher weight-loss efficacy, and precise timing.
Tucker said going ahead, Lilly’s strategy for growth will hinge on scaling awareness through disease education, extensive digital campaigns for broader reach, and bringing more innovation to India.
“We have a cardiometabolic pipeline, including orforglipron, an oral product, which we hope to bring to India through the approval process,” he said. “That will provide more options – oral and injectable for patients. We are also bringing more innovation to India in other areas, including donanemab for Alzheimer’s disease.”
On the upcoming competition in the GLP1 market with a slew of generics of rival molecule semaglutide, Tucker said, “Tirzepatide is a different molecule and has a unique profile. It is a dual GIP and GLP-1 agonist, the only one of its kind.”
“It (tirzepatide) has shown superiority compared to semaglutide, which is a GLP1 only therapy, in both obesity and diabetes. That differentiated profile in weight reduction and glucose control positions us well, along with our pipeline, awareness programs, and focus on expanding access for patients,” he added.
Mounjaro delivers 20-22 kg average weight loss, while Wegovy delivers an average 16-18 kg average weight loss, according to estimates.
Lilly also has a marketing partnership in India with Cipla which sells tirzepatide under the Yurpeak brand. That too garnered sales of ₹33 crore since its launch about two months ago. Sales of Novo’s Wegovy and Ozempic brands are much lower-reaching ₹72 crore and ₹8 crore respectively despite the comparatively lower price point of both drugs. Wegovy was launched in India in June, while Ozempic was launched around mid-December.
Tucker emphasised there is a significant need for medicines in the anti-obesity segment and that the entry of new brands “can open access for more patients at different affordability levels.”
“India is an important strategic market for us,” said Tucker. “Nearly 10% of our workforce is here. We are bringing innovation faster to India and expanding our pipeline locally.”
On Mounjaro retaining market leadership once more competitors enter, Tucker said, “I can’t project future share. However, we feel confident about the profile and value of our therapy and our long-term commitment to innovation in cardiometabolic health.”
