Novo Nordisk Slashes Drug Prices in India by 48% to Counter Generic Competition

Novo Nordisk has implemented significant price reductions for its flagship medications, Wegovy and Ozempic, in the Indian market, slashing prices by up to 48% to defend its market share against low-cost generics. This aggressive pricing strategy follows the expiration of patents in India, which allowed local manufacturers to flood the market with generic semaglutide. However, the competitive landscape is intensifying beyond generics as Eli Lilly advances its pipeline, including orforglipron, a potentially superior oral alternative to Wegovy pills. Furthermore, Lilly’s retatrutide, a triple hormone receptor agonist, has entered Phase 3 clinical trials, posing a long-term threat to Novo’s dominance in the GLP-1 space. These developments highlight the intense margin pressure and innovation risks facing the pharmaceutical giant. Investors remain cautious as NVO shares have declined 43% over the past year amid these mounting global challenges.