Mumbai: Just over seven months after Eli Lilly launched Mounjaro ( tirzepatide ) in India, the diabetes and weight-loss medicine has emerged the country’s highest selling drug, racing past top-selling legacy drugs like antibiotic Augmentin.

When Mounjaro debuted in March, the market was on the cusp of a transformation – driven by consumers showing greater willingness to use medical therapies for weight management amid rising cases of obesity and diabetes. But few had anticipated the pace at which it would dominate.

Top officials and industry insiders attribute this ascent to a flurry of reasons – from the US drug maker’s shrewd marketing strategy and smart brand positioning as a weight-loss drug first to superior patient experience with faster and higher weight-loss efficacy and pr

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