Price alone won't push weight-loss, diabetes drug semaglutide sales: Doctors

Price won’t be the sole driver of sales of popular weight-loss and diabetes drug, semaglutide, in India. Robust cold chains, device quality, and long-term patient support are also critical pillars, according to doctors.

Leading drugmakers including Sun Pharmaceuticals, Dr Reddy’s Laboratories, Zydus Lifesciences, Natco Pharma, Eris Lifesciences, USV, Glenmark, Torrent and Alkem Laboratorieswere among the first to roll out generic semaglutide on the first day of patent expiry of Novo Nordisk’s innovator molecule on Saturday.

These companies are offering the generic version at significantly affordable prices, seeking to capture the lucrative 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.

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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 any side effects and build confidence.

“This looks like a serious battle, and it is not about pricing alone,” said Rajiv Kovil, a Mumbai-based diabetologist.

Patient Comfort

“Every company has to come up with their own patient support app or mechanism to help patients with injection techniques, managing adverse side effects, etc. Hand holding is very important. It is still early days.”

Companies like Sun Pharma and Dr Reddy’s for instance are introducing patient support programmes.

MV Ramana, chief executive officer, branded markets (India and Emerging Markets) at Dr Reddy’s said creating a support ecosystem of metabolic centres is vital to help patients understand the product onboarding process.

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“Once a patient is onboarded on the product, the person goes through the usage of the product, the side effects, and then would start to require certain nutritional support to take the product efficiently,” he said. “To help in terms of ensuring that the muscle mass is not lost are important. Also, in India, when it comes to the issue of obesity, how we need to look at it, how chronic it is, and how do you develop the evidence and the confidence in local doctors in collaboration with international societies is very essential."

AFFORDABLE PENS

Kovil termed cold chain integrity as the most important factor, stating that would help determine how the drug works. Towards this, companies like Eris Lifesciences having experience in injectables have an advantage.

“We have a high market share in insulin and the systems we use, including the cold chain and distribution route are already established and will remain consistent with our current operations,” said Amit Bakshi, chairman and managing director at Eris Lifesciences.

On the crucial aspect of pricing, monthly prices for pen delivery formats currently start at Rs 1,800 per month, though companies like Natco and Eris have introduced more affordable vial options, expected to retail at Rs 1,290-Rs 1,750 for a month’s supply depending on the dosage. The latter is likely to target middle- and lower-income patients, particularly in non-metro markets.

“There is a range of prices being offered in the market and we had done a study to understand what would be a price at which you would have a good amount of adoption of this product, and we have taken a sweet spot,” said Ramana.

Dr Reddy’s GLP1 injection Obeda is available in 2 mg and 4 mg strengths, and comes in a pre-filled, disposable pen priced Rs 4,200 per month for both the strengths.

About 40 companies are planning to introduce more than 50 brands of semaglutide in the coming months.

Wider access and increasing affordability of GLP1 drugs could significantly grow their share to 15-20% in the next 12-18 months from 4-5% currently, per industry estimates.

Companies have introduced innovative devices with a focus on easier usage.

Zydus, for instance, is offering a reusable multi-dose novel pen device for ease of administering different dose strengths from a single pen, which also lowers the overall therapy cost. Zydus’ semaglutide injection will be available in 15mg/3ml cartridge with average monthly cost of the treatment at Rs 2,200.

Sun Pharma’s brand Noveltreat’s prefilled pen uses a concealed needle to alleviate injection fear and improve handling safety and dosing accuracy. Its other brand, Sematrinity comes in a multi-dose pen format that offers flexible dosing, with a smooth dialer for accurate dose delivery.

Prices for weekly therapy costs—from initiation to the highest dose—range from Rs 900—2,000 for Noveltreat and Rs 750— 1,300 for Sematrinity.