IPM Momentum, Innovation Waves & the AQI-Driven Respiratory Surge — What Pharma Leaders Must Know Going Into 2026
By MedicinMan Editorial Team
The Indian Pharmaceutical Market (IPM) continues to demonstrate structural resilience and strong forward momentum. The latest PharmaTrac Acquaint – Nov’25 dataset provides rich insights into market drivers, therapy trends, competitive shifts and innovation flows that will define the industry’s direction in 2026.
This leadership briefing distils key findings and connects them with larger industry trends to present an actionable strategic view for CXOs and senior decision-makers.
1. IPM Outlook: Steady Growth With Innovation-Led Acceleration
In November 2025, the IPM delivered ₹21,182 Cr in monthly sales—a 9.1% YoY expansion generating ₹1,759 Cr in incremental value. On a MAT basis, the market reached ₹2,38,968 Cr, supported by an 8.8% CAGR, signalling stable long-term demand.
Growth was driven by:
- Price rise: +5.5%
- New product introductions: +2.9%
- Volume growth: +0.6%
The increasing contribution from new products marks a clear pivot from incremental to innovation-anchored growth, particularly in Anti-Diabetic, Gastrointestinal, Respiratory and Derma therapies.
2. Chronic Therapies: Still the Engine, But the Narrative Is Changing
The Chronic segment holds 35% of the IPM and surged 13.3% YOY, contributing ~₹883 Cr in incremental sales.
Anti-Diabetic, Cardiac and Neuro/CNS remain the high-performing pillars—but 2025 brought significant shifts:
a. GLP-1 agonists are redefining metabolic care
Breakthrough brands like Mounjaro (Tirzepatide) and Wegovy (Semaglutide) have rapidly become growth anchors, indicating a global transition toward obesity and cardiometabolic risk reduction.
b. Chronic power brands remain unshakable
Legacy brands including Cilacar and Telma continue to dominate value and volume performance.
c. Innovation-focused companies are climbing the ranks
Eli Lilly jumped 21 positions in the chronic segment, driven by the success of Mounjaro—highlighting the competitive importance of differentiated innovation.
The Chronic market is moving from “reach and frequency” to “speed of innovation” and patient-centric outcome delivery.
3. Respiratory Spike: AQI Turns a Seasonal Therapy Into a Structural Priority
Traditionally a winter-peaking therapy, Respiratory saw an unusually strong surge in Nov’25 due to worsening air quality indices (AQI) across major cities.
Drivers of demand:
- Pollution-induced asthma/COPD flare-ups
- Allergy spikes
- Seasonal viral infections
- Higher use of inhaled maintenance and rescue therapies
Respiratory is now evolving into a climate-linked therapy area.
This requires:
- AQI-integrated forecasting
- Stronger supply chain surge capacity
- Physician and patient education initiatives
Demand volatility will increasingly be tied to environmental patterns.
4. New Product Introductions: The Next Wave of Value Creation
The past 12 months saw 5,005 new SKUs, contributing ₹3,658 Cr MAT (~1.5% of IPM). In Nov’25 alone, NPIs represented 3.32% of market value.
Anti-Diabetic dominated new subgroup launches—accounting for 92% of NPI-subgroup value—spurred by next-gen interventions such as GLP-1s and SGLT2 combinations.
Blockbuster New Launches (₹1 Cr+ in monthly sales):
- Mounjaro (Tirzepatide) – ₹107.8 Cr
- Wegovy (Semaglutide)
- Fexuclue (Fexuprazan)
- Linaclotide (Colozo)
- Aptamil Preterm, Aptamil C Proteq
- Triples: Umetrio, Besvil Trio, Voltido Trio
A small cluster of high-impact innovations now contributes nearly 50% of monthly NPI growth—underlining the importance of precision-targeted product strategy.
5. Zonal IPM Performance: South Leads, East Lags
India’s zonal performance followed a South–North–West–East pattern:
South Zone
Strongest growth driven by high uptake in Chronic therapies.
North Zone
Remains the “volume anchor”; Cardiac is particularly strong.
West Zone
Stable growth but volume pressures persist.
East Zone
Experiencing notable volume dips in Kolkata–Howrah, Rest of Bengal and the Northeast.
The message for leaders:
India is not a single market. Regional go-to-market strategies are now essential.
6. Beyond the Report: Macro Trends Pharma Leaders Should Track
a. The Metabolic Medicine Revolution Is Here
India is witnessing rapid adoption of GLP-1-based therapies for diabetes, obesity and cardiometabolic wellness. This will drive new competitive and regulatory dynamics around affordability, long-term use and biosimilar interest.
b. Digital Health & AI-Driven Commercial Models
From omnichannel physician engagement to AI-augmented MRs and real-world data analytics, digital capability is becoming a core competitive asset.
c. Chronic-Centric Market Geometry
The IPM is increasingly chronic-dominant, reflecting demographic shifts, lifestyle changes and expanding diagnostic access.
d. Regulatory Tightening
GMP compliance, quality assurance, traceability and manufacturing scrutiny continue to intensify, especially for exporters.
e. Consumerization of Healthcare
OTC, self-care and nutraceutical categories are seeing unprecedented growth, influenced by digital health content and preventive-health behaviour.
7. What Leaders Must Do Going Into 2026
Here is a concise strategic agenda for CXOs:
1. Rebalance portfolios toward innovation-rich therapy areas
Focus on Anti-Diabetic, GI, Respiratory, Derma, Infant Nutrition.
2. Build climate-aware, surge-ready supply chains
AQI and seasonality must be integrated into forecasting.
3. Accelerate digital capability for field force and marketing
AI-driven detailing, omnichannel pathways and real-world evidence must become standard.
4. Defend leadership in Chronic therapies
Strengthen medical education, patient programs and differentiated value propositions.
5. Invest in advanced analytics
Combine sales data with environment, epidemiology and digital engagement signals.
6. Build ecosystem partnerships
Collaborate with e-pharmacies, health-tech, payers and provider networks.
Conclusion
The Indian Pharmaceutical Market is strong—but the nature of leadership is changing.
Companies that combine science, speed, digital intelligence and ecosystem collaboration will define the next decade.
All Images are AI Generated for Illustration Only. E&OE
Appendix: Sources & References
- PharmaTrac Acquaint – Nov’25 dataset – Core source for IPM growth metrics, chronic therapy performance (35% share, 13.3% YoY, ₹883 Cr incremental), NPI launches (5,005 SKUs, ₹3,658 Cr MAT), zonal patterns (South–North–West–East), and blockbuster brands like Mounjaro/Wegovy.iqvia
- Indian pharma growth led by chronic therapies and market performance in 2025, including zonal and therapy-mix insights.business-standard
- Additional analysis of Indian pharmaceutical market growth with emphasis on chronic therapies as key drivers.ibef
- Coverage of chronic therapies driving Indian pharma growth and structural shift towards chronic care.indiapharmaoutlook
- Market report on India’s overall pharmaceutical size, growth outlook and structural drivers to 2033.imarcgroup
- Regional performance and strategic implications for Indian pharma, supporting zonal/IPM perspective.medicinman
- Report on air quality deterioration in India and its impact on respiratory drug sales in November.pharma.economictimes.indiatimes
- Business analysis of AQI decline and associated surge in respiratory medicines demand.business-standard
- Detailed coverage of respiratory drug sales spike tied to smog and poor air quality.business-standard
- Additional reporting on asthma/COPD drug sales hitting multi-year highs during toxic air episodes.moneycontrol
- WHO guideline on the use of GLP-1 medicines for obesity, relevant to metabolic medicine and regulatory dynamics.who
- Overview of GLP-1 receptor agonists transforming diabetes and obesity management in India.ocacademy
- Market report on India’s GLP-1 receptor agonist segment, including adoption and competitive landscape.grandviewresearch
- Coverage of Eli Lilly’s launch of Mounjaro in India and its rapid commercial uptake.moneycontrol
- Coverage of Novo Nordisk’s Wegovy launch in India and competitive positioning versus Mounjaro.business-standard
- India-focused analysis of AI in healthcare and emerging digital health opportunities.indiaai
- Global digital health and AI trends with applicability to Indian pharma commercial models.iqvia
- Article urging Indian pharma to expand AI use beyond R&D into commercial and operations domains.digitalhealthnews
- Market analysis of India’s OTC drugs industry and growth outlook.datainsightsmarket
- Examination of India’s self-medication trend and its role in driving the OTC pharma market.techsciresearch
- https://www.iqvia.com/-/media/iqvia/pdfs/india/presentations/indian-pharmaceutical-business-quarterly-insights-q2-2025.pdf
- https://www.business-standard.com/industry/news/indian-pharma-market-grows-7-2-may-chronic-therapies-lead-125060601112_1.html
- https://www.ibef.org/news/indian-pharma-market-grows-7-2-in-may-led-by-chronic-therapies
- https://www.indiapharmaoutlook.com/news/chronic-therapies-drive-10-growth-in-indian-pharma-market-nwid-2843.html
- https://www.imarcgroup.com/india-pharmaceutical-market
- https://medicinman.net/2025/02/indian-pharma-regional-performance-analysis-summary/
- https://pharma.economictimes.indiatimes.com/news/pharma-industry/deteriorating-air-quality-spikes-respiratory-drugs-sales-in-nov/125864796
- https://www.business-standard.com/industry/news/drop-in-aqi-levels-across-india-lead-to-rise-in-respiratory-drugs-sales-125120801147_1.html
- https://www.business-standard.com/india-news/air-pollution-india-delhi-aqi-smog-respiratory-drugs-sales-rise-november-125120900531_1.html
- https://www.moneycontrol.com/news/business/asthma-copd-drug-sales-hit-a-3-year-high-in-november-as-north-india-chokes-on-toxic-air-13717396.html
- https://www.who.int/news/item/01-12-2025-who-issues-global-guideline-on-the-use-of-glp-1-medicines-in-treating-obesity
- https://www.ocacademy.in/blogs/glp-1ras-india-diabetes-obesity-care/
- https://www.grandviewresearch.com/industry-analysis/india-glp-1-receptor-agonist-market-report
- https://www.moneycontrol.com/news/business/companies/eli-lilly-launches-popular-weight-loss-drug-mounjaro-in-india-to-tackle-obesity-and-diabetes-12970445.html
- https://www.business-standard.com/companies/news/novo-nordisk-launches-wegovy-in-india-challenges-eli-lilly-mounjaro-125062401125_1.html
- https://indiaai.gov.in/article/ai-in-indian-healthcare-emerging-trends-and-opportunities-in-2025
- https://www.iqvia.com/insights/the-iqvia-institute/reports-and-publications/reports/digital-health-trends-2025
- https://www.digitalhealthnews.com/india-s-pharma-sector-must-expand-ai-use-beyond-r-d-reports
- https://www.datainsightsmarket.com/reports/otc-drugs-industry-in-india-9851
- https://www.techsciresearch.com/blog/How-India-s-Booming-Self-Medication-Trend-is-Driving-the-OTC-Pharma-Market/4675.html.html
