Eli Lilly and Company's India head, Winselow Tucker, detailed the company's strategy to maintain its market lead for the weight-loss drug tirzepatide, marketed as Mounjaro, in the country. The plan focuses on strategic pricing, market expansion beyond major cities, and fending off competition from cheaper generic versions of rival Novo Nordisk's semaglutide, whose patent is set to expire. To broaden its reach in the price-sensitive Indian market, Eli Lilly is leveraging a partnership with local pharmaceutical company Cipla, which has a strong distribution network. The company emphasized that the value of Mounjaro goes beyond its price, citing its efficacy in weight management and glucose control. These strategic moves are aimed at solidifying Mounjaro's position in one of the world's fastest-growing economies for pharmaceuticals.