

Emcure betting on innovator edge in crowded weight-loss drug market
₹1,290-1,750 per month for its vial dosages, sharply below Novo's ₹8,790 per month for the starting dose in a pen device. Natco’s pen device is roughly 50% cheaper at ₹4,000 per month for the starting dose.While generics will fight on the price point, Emcure is banking on its “innovator edge” with a biological molecule, as well as patented pen device to cater to specialists.In an earlier interview, Emcure told Mint that it was partnering with well-known celebrities and influencers for an awareness campaign on obesity as a disease, aiming to reach consumers directly in addition to marketing the drug to specialists and physicians.A recent directive by the apex drug regulator has put strict curbs on “surrogate advertising” for GLP-1s, anticipating intense competition and marketing tactics as generics enter the market.However, Emcure will continue building awareness with healthcare providers as well as with patients, Vikas Thapar, president of corporate development, strategy and finance, said.The entry of generics will only expand the market, said Thapar.
“You'll have different demographics and affordability,” he said. Physicians will be able to assess the requirements among the many brands of the same molecule available, he said.Catch all the Business News , Corporate news , Breaking News Events and Latest News Updates on Live Mint.
Read on livemint.com