NEW DELHI: Costs of weight loss therapy are expected to be substantially reduced by up to 90%, with generic versions of injectable semaglutide expected to hit pharmacies from March 21. The measure begins one of the most followed price wars in the obesity and diabetes drug market.That’s because innovator Novo Nordisk’s patent on semaglutide, the key ingredient in these therapies, expires on Friday. Two drugmakers, including Natco Pharma and Eris Lifesciences, announced plans in April to launch the pen-filled injections more than 50% cheaper than the innovator’s price. Interestingly, in a bid to further reduce the cost of the therapy, they are also introducing vials at Rs 1,300 per month, about 90% cheaper than the innovative brand Ozempic.A trained hand will need to administer the vial using a syringe. More companies including Sun Pharma, Zydus and Dr Reddy’s are expected to join the Rs 1,500 crore high-growth therapeutics market on Day 1 (March 21).Blockbuster therapies Wegovy and Mounjaro, marketed by Novo Nordisk and Eli Lilly respectively, were launched at “India-specific pricing” last year, while the Dutch firm’s global bestseller Ozempic made its debut in India in December last year. Semaglutide, a GLP-1 (glucagon-like peptide-1) receptor agonist, helps control blood sugar and improve satiety, reducing food cravings and ultimately inducing weight loss.Natco plans to launch a semaglutide pen device in April starting at Rs 4,000 a month. Ozempic from the innovative Novo Nordisk is priced at Rs 8,800 per month for the lowest power. It is also introducing multi-dose vials starting at Rs 1,290 per month.Natco said, “It is the most affordable GLP-1 in the Indian market as it is around 70% cheaper than the pen device and 90% cheaper than the innovator’s brand price. This will increase patients’ accessibility to GLP-1 therapy and help their long-term compliance.”