About this episode
Ozempic went off-patent in India this year, and everyone from Novo Nordisk to Nestlé has rushed in expecting a billion-dollar market.
Instead, growth has already stalled, and the reason isn't price. It's culture.
While Hollywood joked about Ozempic on late-night TV and Serena Williams advertised a GLP-1 program for a tele-health platform at the Super Bowl, not a single Indian celebrity has admitted to using it.
We trace why the drug ran out of India's easiest customers within months, why its next move — into Tier 2 and Tier 3 cities — might not work either, and what it would actually take to sell a $200-a-month injection in a country that's only now starting to believe that obesity is a disease.
Read The Ken story about black market Ozempic here.
Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. Subscribe for more exclusive, deeply-reported, and analytical business stories.
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