Daybreak

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.

Creators and Guests

RV
Host
Rachel Varghese

What is Daybreak?

Business news is complex and overwhelming. It doesn’t have to be. Every day of the week, from Monday to Friday, Daybreak tells one business story that’s significant, simple and powerful.

Hosted from The Ken’s newsroom by Snigdha Sharma and Rachel Varghese, Daybreak relies on years of original reporting and analysis by some of India’s most experienced and talented business journalists.