There is a caveat. Depression is the known side-effect that the medicine could cause. Shah says he does not intend to prescribe it to patients for long periods of time until there is more long-term safety data. Plus, it is not a replacement for diet changes and exercise, warns Shah. “Patients will be thrilled when they hear of this pill, but good lifestyle is more important,” he says. The companies also say that rimonabant is most effective when used along with change in food habits and exercise.

In fact, many still believe that medicines are only a quick-fix and that lifestyle change is long-lasting. “I would never recommend medicine for weight loss,” says Veena Aggarwal, senior vice-president (R&D and technical operations), VLCC, a Gurgaon-based chain of weight loss and beauty clinics. Aggarwal’s team has 26,000 people under its care over 100 centres across India and the Middle East. Aggarwal, who hasn’t heard of rimonabant, says that many of her clients have tried other weight-loss medicines but regained their weight when taken off it. “We use a holistic approach, there has to be lifestyle modification,” she says. Chakrabarti of SaharaOne also believes that losing weight sans medicine intake is the unique selling proposition of Biggest Loser…. “This is what has made the show taste success in 22 countries,” he claims.

But while their weight-loss solutions differ, what is interesting is that both Sahara and rimonabant makers are working on the premise that the issue has mass appeal, and is not being brushed under the carpet. “Illness can put a considerable dent in your bank balance,” says Chakrabarti. The new show has cash reward prize waiting at the end. Modi of Torrent remarks that an earlier weight-loss pill called sibutramine that it marketed was popular only in “high society”. That pill cost Rs 40 a bob, and was imported. But now, Torrent is using local manufacturing for rimonabant, allowing it to be priced at Rs 8 per pill. “Treatment is now affordable, it is no longer a niche market,” says Modi.