New Delhi, March 20 -- Emcure Pharmaceuticals, which is bringing Novo Nordisk's blockbuster semaglutide to India in an exclusive partnership, is banking on the perceived superiority and brand recognition of the innovator molecule, as a steady stream of weight-loss generics prepare for launch.

Top Indian drugmakers are rolling out cheaper semaglutide generics starting Saturday as the original molecule's patent expires on Friday, portending intense competition. Novo's semaglutide is a biological molecule-97% similar to natural body chemicals and enzymes- and the Emcure expects it may continue to be preferred by specialists for its efficacy, tolerability and side-effect profile. Generics are synthetic versions of the original semaglutide. ...