Urban India is facing an increasing metabolic health crisis, with 73 million estimated to be obese or overweight, even as awareness of next-generation GLP-1 weight loss medication is less than 5%, according to a report by Kantar India.
“As next-generation therapies gain global momentum for both diabetes management and weight reduction, India presents a high-intent yet under-informed market - with only 4.99% of urban Indians currently aware of GLP-1 treatments,” according to Kantar’s GLP-1 Opportunity Index Report.
India has about 101 million people living with diabetes, with an additional 136 million at pre-diabetic risk, highlighting the impact of sedentary lifestyles, lifestyle shifts and rising stress levels in cities.
However, while awareness remains limited, adoption readiness is strong among informed consumers, stated the report.
“India’s rising obesity and diabetes burden marks one of the most important healthcare turning points of this decade. While the scale of opportunity for GLP-1 is significant, unlocking it requires clarity, education and swift action,” said Puneet Avasthi, Director, Specialist Businesses, South Asia, Kantar. “Our report highlights a striking gap- awareness remains low, yet intent to adopt increases rapidly once consumers are informed. This presents a critical window for brands and pharma leaders to step in with the right messaging and engagement strategies. Those who move early and move with precision will be best placed to shape leadership in India’s emerging GLP-1 market.”
Among diabetics who are aware of GLP-1 therapies, 49.2% indicate likelihood to use them, and 44.1% prefer weekly dosage formats, signalling openness to sustained management solutions.
Data also showed that Gen X contributes 40% of the overweight base, positioning them as the most exposed age segment, reflecting cumulative lifestyle, stress and work-related pressures. Gen X also represents 73% of urban diabetes cases, making it the single largest addressable cohort.
South India accounts for 36% of the overweight population, above its population share. About 43% of urban diabetes cases are concentrated in the same region, with Kerala (26%) and Telangana (17%) leading penetration levels.
The region’s rapid urbanisation, affluence-driven lifestyles, long sedentary work hours in IT‑dense cities, and increased eating‑out behaviours are likely contributing to its elevated concentration.
The report stated that GLP-1 awareness skews younger (up to 28.6% among diabetic millennials), while Gen X bears the highest obesity and diabetes burden, creating a clear communication gap. Affluent, mid-life consumers represent both the highest disease concentration and the strongest potential for informed adoption.
Soumajit Dey, Associate Vice President, Specialist Businesses, South Asia, Kantar, said, “While obesity and diabetes are heavily concentrated among Gen X and affluent urban households, GLP-1 familiarity skews younger, creating a measurable disconnect in the market.”
“As next-generation therapies gain global momentum for both diabetes management and weight reduction, India presents a high-intent yet under-informed market - with only 4.99% of urban Indians currently aware of GLP-1 treatments,” according to Kantar’s GLP-1 Opportunity Index Report.
India has about 101 million people living with diabetes, with an additional 136 million at pre-diabetic risk, highlighting the impact of sedentary lifestyles, lifestyle shifts and rising stress levels in cities.
However, while awareness remains limited, adoption readiness is strong among informed consumers, stated the report.
“India’s rising obesity and diabetes burden marks one of the most important healthcare turning points of this decade. While the scale of opportunity for GLP-1 is significant, unlocking it requires clarity, education and swift action,” said Puneet Avasthi, Director, Specialist Businesses, South Asia, Kantar. “Our report highlights a striking gap- awareness remains low, yet intent to adopt increases rapidly once consumers are informed. This presents a critical window for brands and pharma leaders to step in with the right messaging and engagement strategies. Those who move early and move with precision will be best placed to shape leadership in India’s emerging GLP-1 market.”
Among diabetics who are aware of GLP-1 therapies, 49.2% indicate likelihood to use them, and 44.1% prefer weekly dosage formats, signalling openness to sustained management solutions.
Data also showed that Gen X contributes 40% of the overweight base, positioning them as the most exposed age segment, reflecting cumulative lifestyle, stress and work-related pressures. Gen X also represents 73% of urban diabetes cases, making it the single largest addressable cohort.
South India accounts for 36% of the overweight population, above its population share. About 43% of urban diabetes cases are concentrated in the same region, with Kerala (26%) and Telangana (17%) leading penetration levels.
The region’s rapid urbanisation, affluence-driven lifestyles, long sedentary work hours in IT‑dense cities, and increased eating‑out behaviours are likely contributing to its elevated concentration.
The report stated that GLP-1 awareness skews younger (up to 28.6% among diabetic millennials), while Gen X bears the highest obesity and diabetes burden, creating a clear communication gap. Affluent, mid-life consumers represent both the highest disease concentration and the strongest potential for informed adoption.
Soumajit Dey, Associate Vice President, Specialist Businesses, South Asia, Kantar, said, “While obesity and diabetes are heavily concentrated among Gen X and affluent urban households, GLP-1 familiarity skews younger, creating a measurable disconnect in the market.”
