GlaxoSmithKline expands offers in digestive antacid market

GlaxoSmithKline Consumer Healthcare is introducing liquid and tablet versions of its Eno brand to strengthen its leadership position in the digestive antacid market in India.

"The liquid and tablet formats represent 55 percent of the total digestive antacid market (in India) and we were not there. So, it was the obvious choice to enter these formats,"

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GlaxoSmithKline Consumer Healthcare Executive Vice President Jayant Singh told PTI.

So far, Eno has been available only in powder form. The digestive antacid market in India is estimated at Rs 800 crore, of which powders constitute about 45 percent.

"We are leaders in the digestive antacid segment even when we were not present in these two formats...It's the right time to make the transition of Eno," Singh said. Eno is GSK's third-largest brand, after Horlicks and Boost, which together accounted for 80 per cent of the company's turnover of Rs 940 crore in 2012-13.

"Eno is registering 30 percent growth every year and contributes 7-8 percent of total turnover. We are looking at becoming number one in the liquid and tablet formats as well," Singh said.

GSK has cemented its position with Eno powder and has a 41 per cent market share, he added.

Brands of competitors in the digestive antacid segment include Digene, Gelusil and Gasofast. Eno's six-tablet pack will be available at Rs 8, while its 170-ml liquid bottle is priced at Rs 68.

"Eno is a mass market brand and we have priced the new formats in line with the competition," Singh said. GSK, which also operates in oral health care, said it is looking at becoming a specialist in products for sensitive teeth. The sensitive oral health care segment in India is estimated to be Rs 500 crore.

"We are focused on driving the areas where we are already present. Globally, we have brands available which we may bring to India. We keep evaluating," he said.