India got cheap Ozempic. No one knows how to sell it
About this episode
The episode explores the challenges of selling Ozempic in India after it went off-patent, focusing on cultural factors rather than price.
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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