How innovators retain market share

Semaglutide's patent just expired in India. The molecule behind Novo Nordisk's blockbuster obesity drugs, Ozempic and Wegovy, is now fair game for generic manufacturers. An 85 to 90% price drop is expected.

Eli Lilly's Mounjaro had already been outselling Wegovy.

For most companies, this would be the beginning of an exit. But Novo is doing the opposite. Why?

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