![\"Vikrant](\"https:\/\/www.europesays.com\/dk\/wp-content\/uploads\/2026\/02\/1x1_spacer.png\" "\\"Vikrant")
<\/p>\n<\/p>\n
\n\t\t\t\t\t\t\t\t\t\tVikrant Shrotriya, Managing Director, Novo Nordisk India\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n
Danish healthcare company Novo Nordisk has slashed prices in India on its diabetes drug Ozempic (by 36 per cent) and weightloss drug Wegovy (48 per cent) \u2014 effective April 1st.. The move comes a week after generic versions of semaglutide hit the domestic market, at price points between 50 to 80 per cent of the innovator price, following the patent expiry on semaglutide, the active ingredient in Ozempic and Wegovy. Vikrant Shrotriya, Managing Director, Novo Nordisk India, explains the rationale behind their price-cuts, in an emailed response to businessline.<\/p>\n
Edited excerpts<\/p>\n
\n\t Did the launch of semaglutide generics, at lower prices, prompt the price-cuts \u2014 for the second time on Wegovy, and a first on Ozempic?<\/p>\n
Our pricing decisions are not driven by short-term reactions to competition, but by a long-term, patient-centric strategy to expand access to innovative therapies in India. India is facing an alarming diabetes and obesity epidemic \u2014 101 million people living with diabetes\u00a0and 254 million people living with obesity. These conditions represent one of the country\u2019s most pressing public health challenges and contribute to rising healthcare costs and complications. We recognise that affordability is an important consideration, especially in a price-sensitive market like India, and we continuously listen to healthcare professionals and patients to adapt our approach accordingly.<\/p>\n
\n\t How will the latest price cuts impact oral semaglutide, Rybelsus (priced at over \u20b98,000-odd a month)?<\/p>\n
Our goal is to broaden access to innovative therapies that are supported by robust clinical evidence. Our semaglutide portfolio is designed to serve a distinct clinical need and patient preference. Rybelsus offers an oral option for people with type 2 diabetes, Ozempic\u00a0is a once-weekly injectable for glycaemic control with additional weight-related benefits, and Wegovy\u00a0is specifically indicated for chronic weight management\/CVD (cardio-vascular disease) risk reduction in persons with obesity. This diversified portfolio allows healthcare professionals to tailor treatment based on patient needs and clinical profiles, thereby improving adherence.<\/p>\n
\n\t Novo is not known for aggressive market moves \u2014 how will these price cuts impact your sales in other markets where you sell the same products?<\/p>\n
We are in a fight against diabetes and obesity, not competition. Given this huge disease burden, we remain focused on delivering the best outcomes for our patients. Across markets, our strength lies in innovation, a strong safety profile and proven clinical evidence. Price is only one part of the overall value. Treatment decisions are based on a combination of various factors, including clinical evidence, long-term outcomes, consistency, user experience (of devices) and patient safety.<\/p>\n
\n\t When is the Wegovy pill coming to India, has the company started the regulatory process for it?<\/p>\n
The\u00a0Wegovy\u00a0pill\u00a0is the first oral GLP-1 receptor agonist therapy approved by the US FDA and available in US for weight management. No other current oral GLP-1 treatment can match the weight loss delivered by the\u00a0Wegovy\u00a0pill. We are working towards bringing the\u00a0Wegovy\u00a0pill\u00a0to India, dependent on due approvals by the regulatory authorities.<\/p>\n
Published on April 1, 2026 <\/p>\n","protected":false},"excerpt":{"rendered":"Vikrant Shrotriya, Managing Director, Novo Nordisk India Danish healthcare company Novo Nordisk has slashed prices in India on…\n","protected":false},"author":2,"featured_media":53415,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[271],"tags":[2042,13009,272,17035,29549,29037,29550],"class_list":["post-53414","post","type-post","status-publish","format-standard","has-post-thumbnail","category-novo-nordisk","tag-competition","tag-diabetes-treatments","tag-novo-nordisk","tag-novo-nordisk-india","tag-patient-focused","tag-pricing-strategy","tag-significant-price-cuts"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@dk\/116330445356625331","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/53414","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/comments?post=53414"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/53414\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media\/53415"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media?parent=53414"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/categories?post=53414"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/tags?post=53414"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}