India’s generic semaglutide rollout shifts focus beyond price

Generic semaglutide rolled out in India on the first day of patent expiry of Novo Nordisk's innovator molecule on Saturday, with leading drugmakers offering significantly affordable prices. Price won't be the sole driver of sales of the popular weight-loss and diabetes drug, according to doctors, who said robust cold chains, device quality, and long-term patient support are also critical pillars.

Leading drugmakers including Sun Pharmaceuticals, Dr Reddy's Laboratories, Zydus Lifesciences, Natco Pharma, Eris Lifesciences, USV, Glenmark, and Torrent were among the first to roll out generic semaglutide. These companies are offering the generic version at significantly affordable prices, seeking to capture the post-patent market opportunity in the domestic market as well as overseas.

Executives said while aggressive pricing — as low as below Rs 1,300 for a month's treatment or more than 85% discount to innovator price — is key to enhancing affordability and access beyond the metros, companies are also looking to differentiate themselves through device innovation and patient support ecosystems. From pre-filled disposable pens and reusable multi-dose devices to vial formats, drugmakers are tailoring delivery mechanisms to improve ease of use, dosing flexibility, and patient comfort.

Drugmakers are also investing in education and support infrastructure such as metabolic care centres, nutritional guidance, and onboarding programmes to help patients navigate side effects and build confidence. A Mumbai-based diabetologist said every company has to come up with its own patient support app or mechanism to help patients with injection techniques and managing adverse side effects, adding that hand holding is very important and that it is still early days.

Companies including Sun Pharma and Dr Reddy's are introducing patient support programmes. The chief executive officer for branded markets at Dr Reddy's said creating a support ecosystem of metabolic centres is vital to help patients understand the product onboarding process, including usage of the product, side effects, and nutritional support.

On pricing, monthly prices for pen delivery formats currently start at just over ₹2,000 per month, while Natco and Eris have introduced vial options expected to retail at ₹1,290-1,750 for a month's supply depending on the dosage. The vial format is likely to target middle- and lower-income patients.