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ANALYSIS: Deciphering Trulicity’s Indian Premium Price Strategy

 
• By Anju Ghangurde

Eli Lilly's once-weekly diabetes therapy Trulicity appears to have made its Indian debut priced at a premium compared with certain Western markets - an indication that some innovator firms are less likely to consider major pricing flexibilities in first-wave markets for new products, even if these are emerging economies.

India is among the first few countries in the world and the third Asian market after the UAE and Japan where Eli Lilly & Co.‘s Trulicity (dulaglutide) has been rolled out and the glucagon-like peptide-1 (GLP-1) receptor agonist has been priced at INR2,499 ($38) for a week, translating into an annual cost of around INR129,948.

By contrast, the annual cost in the UK of dulaglutide 1.5mg or 0.75mg once weekly is £1,182.35 ($1,709), as per...

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