Global Race for GLP-1 Dominance Heats Up as Eli Lilly Enters Indian Market

Eli Lilly and Novo Nordisk continue to vie for supremacy in the rapidly expanding market for GLP-1 weight loss medications, with recent developments signaling an intensification of their global competition. As these pharmaceutical giants seek to capture market share worldwide, new approvals and strategic pricing decisions are shaping the landscape of obesity treatment.

Eli Lilly's Strategic Move into India

In a significant development, Eli Lilly has secured approval for tirzepatide in India, a market with substantial potential given that approximately 18% of Indian adults are overweight, according to the World Obesity Federation. The drug will be marketed under its diabetes brand name, Mounjaro, rather than the U.S. weight loss brand, Zepbound.

Lilly's entry into the Indian market is particularly noteworthy due to its pricing strategy. The company has set the monthly supply cost at $200, considerably lower than its pricing in other markets. This competitive pricing stands in stark contrast to the U.S. list price of about $1,087.37 per fill, although various cost-saving programs can reduce this to around $650 per month for self-pay customers in the United States.

Novo Nordisk's Global Footprint

While Eli Lilly makes inroads in India, Novo Nordisk maintains a broader global presence with its GLP-1 offering, Wegovy. The drug has already launched in several European countries, including France, Germany, Norway, Spain, Italy, Switzerland, Iceland, Denmark, and the United Kingdom. Beyond Europe, Wegovy is available in Brazil, Australia, the United Arab Emirates, Japan, and Canada.

In China, both companies have established a presence, with Novo Nordisk initiating Wegovy distribution in November 2024, following Eli Lilly's limited launch earlier that year. The Chinese market, combined with India, represents a vast opportunity, with Leerink analysts estimating an addressable patient population of 718 million.

Supply Constraints and Future Launches

Despite the aggressive expansion, both companies face challenges in meeting global demand. Eli Lilly CEO David Ricks acknowledged during a fourth-quarter earnings call that the company is "still gating promotion and gating launches globally" due to supply constraints.

Looking ahead, Novo Nordisk has targeted an India launch for Wegovy in 2026, giving Eli Lilly a potential year-long advantage in this crucial market. Meanwhile, Eli Lilly has plans to introduce tirzepatide in Brazil and Mexico, with additional revenue expected from these regions, as well as China and India, in the latter half of this year and into 2026.

As the global battle for GLP-1 market share continues to unfold, the pharmaceutical industry watches closely to see how these strategic moves will shape the future of obesity treatment worldwide.