NEW DELHI : Weight-loss therapy costs are set to reduce substantially by up to 90%, with generic versions of injectable semaglutide are expected to hit pharmacy shelves from March 21. The move kicks off one of the most closely watched price wars in the high-stakes obesity and diabetes drug market.This is in the wake of the innovator Novo Nordisk’s patent on semaglutide, the key ingredient in these therapies, expiring on Friday. Two drugmakers including Natco Pharma and Eris Lifesciences announced plans to roll out the pen-filled jabs over 50% cheaper than the innovator’s price, in April. Interestingly, in a bid to lower the therapy cost further, they are also introducing vials at Rs 1,300 per month — about 90% cheaper than the innovator brand Ozempic.The vial will need to be administered through a syringe by a trained hand. More companies including Sun Pharma, Zydus and Dr Reddy’s are expected to join the highgrowth Rs 1,500 crore therapy market on Day 1 (March 21).Blockbuster therapies — Wegovy and Mounjaro — marketed by Novo Nordisk and Eli Lilly respectively, were launched at ‘’India-specific prices’’ last year, while global bestseller Ozempic by the Dutch firm, made its India debut in Dec last year. Semaglutide, a GLP-1 (glucagon-like peptide-1) receptor agonist, helps to control blood sugar and improve satiety, reducing cravings for food, eventually inducing weight-loss.Natco plans to launch a semaglutide pen device in April starting at Rs 4,000 per month. The innovator Novo Nordisk’s Ozempic is priced at Rs 8,800 per month for the lowest strength. It is also introducing multi-dose vials starting at Rs 1,290 per month.Natco said: “It is the most affordable GLP-1 in Indian market as it is around 70% cheaper than pen device, and 90% cheaper than the price of the innovator’s brand. This will increase patient accessibility to the GLP-1 therapy and would help in long term compliance for the patients.”