Instruction Manual: Eli Lilly’s Mounjaro in India: the race to shape a new market for obesity care Available to Purchase

This compact case examines Eli Lilly India’s 2025 launch of Mounjaro (tirzepatide) in the rapidly expanding obesity and metabolic care market. Under the leadership of Winselow Tucker, President and General manager of Eli Lilly India, the company introduced Mounjaro using a vial-first strategy aimed at improving trialability and affordability in an out-of-pocket (OOP) market. The launch created strong early momentum ahead of Novo Nordisk’s Wegovy and was reinforced by a national awareness campaign and a distribution partnership with Cipla. By late 2025, Mounjaro emerged as India’s highest-selling drug by value. However, competitive pressures, including Novo Nordisk’s price cuts, rising affordability...