Emcure Pharmaceuticals has officially entered India's burgeoning obesity treatment market with the launch of its new weight management drug, Poviztra. The company introduced the medication on Monday through an exclusive partnership with the global pharmaceutical giant Novo Nordisk.
A Strategic Entry into the Obesity Segment
Poviztra is a semaglutide-based injection, administered once a week using a pen device. It will be available in five different strengths: 0.25 mg, 0.5 mg, 1.0 mg, 1.7 mg, and a maintenance dose of 2.4 mg. The product has been priced competitively, starting at approximately ₹2,200 for a weekly dose, which translates to about ₹8,790 per month. The cost increases with the dosage strength.
Vikas Thapar, President of Corporate Development, Strategy and Finance at Emcure, expressed strong optimism about the pricing strategy. He stated that the introductory price point is designed to enhance affordability and accessibility for patients across the country, making the advanced treatment available to a wider population.
The Innovator Advantage and Market Confidence
Semaglutide, the active ingredient in Poviztra, is also marketed globally by Novo Nordisk under the brand names Wegovy and Ozempic. Ozempic was launched in India earlier this month at a price point similar to Poviztra. Emcure's leadership believes that partnering directly with the innovator, Novo Nordisk, provides a significant competitive edge.
Satish Mehta, CEO and Managing Director of Emcure, highlighted that bioavailability is a major challenge in such drugs, and a product sourced from the original innovator inherently carries an advantage in quality and efficacy. This partnership, he suggests, will help the company secure a strong position in the market.
Patent Expiry and Future Competition
The landscape is set to change in March 2026, when semaglutide loses its patent exclusivity in India. This will open the doors for more affordable generic versions. Several major Indian pharmaceutical firms, including Sun Pharma, Dr. Reddy's, and Natco, are already preparing to launch their own generic semaglutide products.
Despite the impending generic competition, Mehta remains confident. He draws a parallel with the insulin market, where, despite numerous generic entries, the sector continues to be dominated by a few multinational companies. He anticipates a similar dynamic for semaglutide, where the innovator product can retain substantial market share.
Building a Metabolic Portfolio for India's Health Crisis
Emcure, traditionally strong in gynaecology and cardiac care, is strategically expanding its focus on diabetes and metabolic disorders. The company views this as a critical growth area, especially considering India's alarming statistics. The country is home to over 254 million obese individuals and more than 100 million people with diabetes.
"As we build the company, we cannot ignore metabolics, especially when India is likely to have the dubious distinction of emerging as the capital of obesity or diabetes," Mehta explained. The strategy involves both in-licensing partnerships, like the one with Novo Nordisk and a previous deal with Sanofi for oral anti-diabetic drugs, and in-house research and development.
Emcure is also developing its own generic version of semaglutide for emerging markets and expects to be part of the second wave of generic launches in Canada, where the patent expires in March. The overall market for GLP-1 drugs like semaglutide and Eli Lilly's tirzepatide (Mounjaro) is poised for significant growth in India as prices become more accessible, offering new hope in the fight against obesity and related metabolic conditions.
