Understanding and analyzing competitive landscape of antacid market in India; Abbott laboratories

Abstract

The antacid market in India is highly competitive. Some of the major antacid brands in India include Digene, Gelusil, Eno, Polycrol and Pudin Hara. Both Digene and Gelusil have nearly equal market share in liquid sub-category while Digene is the most selling brand in the tablet sub-category. However Eno has more than 95% market share in the powder sub-category. All the major brands are available over the counter (OTC). In addition to the competition within antacid brands, there also exists competition from outside in the form of Proton Pump Inhibitors (PPIs) and H2 Receptor Antagonists (H2RAs). Digene is the second largest brand of Abbott and is the only Antacid brand which is endorsed by Indian Medical Association. Digene brand has been a pioneer in the antacid market in India. It was the first brand to launch anti-flatulent concept, first to introduce coating protection and is available in different flavours. From ORG ACN Data, Aug’11, Digene had a market share of 35% in liquids, 49% in tablets and 3% in powder sub-category in India. With Digene brand now available in OTC and the increasing competition from other antacid brands as well as PPIs and H2RAs, there is a need for identifying the critical success factors from trade and ethical perspectives as a way forward. There is a need to identify the market dynamics in different sub-categories and the role played by doctors and retailers in the sale of Digene.