Shares in Denmark's pharmaceutical giant Novo Nordisk ( NVO -4.99%) were lower by 4% as of 11 a.m. ET today. The move comes as the fallout from the sudden termination of its partnership with telehealth company Hims & Hers continues to escalate.

Novo Nordisk said it's ending its collaboration due to concerns with Hims & Hers the company's sales and promotion of cheap knock-offs of the weight loss drug Wegovy, it said on Monday.

The drug is under distribution and will be in pharmacies by end of the month, said Vikrant Shrotriya, Novo Nordisk's India managing director. Wegovy will be launched in 0.25 mg, 0.5 mg, 1 mg, 1.7 mg and 2.