GlaxoSmithKline has launched its ENO brand of antacid in liquid and chewy tablet form. The company hopes to grab additional market share in the antacid segment, which is estimated at Rs 800 crore and is growing at about 15 per cent in the past couple of years.
The antacids market in India is split between three formats — powders, tablets and liquids. ENO was earlier only available in powder form. We are now entering the other two segments which make for over 50 per cent of the antacid market, said Jayant Singh, EVP-Marketing, GlaxoSmithKline Consumer Healthcare.
The rival brands for antacids include Abott’s Digene, Pfizer’s Gelusil and Piramal’s Polycrol Gel.
ENO is the third largest brand for GSK Consumer after Horlicks and Boost, and contributes nearly 7-8 per cent to its overall revenues. In the last two years, ENO’s growth accelerated to about 30 per cent and has driven the growth of the entire antacid category, he said.
The brand has been focusing on appealing more to the younger population by launching various flavours such as cola in its powder format as well packaging of the expanded range of ENO. The company hopes to not only grab consumers from rival brands but also those who depend on home remedies for acidity.
ENO Gel and Tab are available in mint flavour and priced at Rs 68 for 170-ml bottle and Rs 8 for six-strip blister pack.