Heartburn may be timeless but the way India treats it is changing. Abbott India is giving its iconic antacid brand, Digene, a contemporary twist, introducing new formats for the modern, on-the-go consumer.
Leading the makeover is Digene Insta On The Go, a single-dose, water-free stick pack that offers quick, discreet relief, a shift from the traditional tablet and syrup formats.
“Digene Insta On The Go is a ready-to-use solution that fits seamlessly into the fast-paced lives of today’s consumers,” said Dr Jejoe Karankumar, Director of Medical Affairs at Abbott. “It was developed based on consumer insights that revealed a growing demand for portable solutions to manage acidity.”
These launches are part of the company’s broader lifecycle management strategy, aimed at diversifying the Digene portfolio through new formats and flavours.
“For over 80 years, Digene has been synonymous with acidity relief in India. Today, it’s a household name,” Karankumar said.
Introduced by Boots in India as a prescription gel, Digene transitioned to an over-the-counter (OTC) product. The move was enabled by regulatory approvals and a shift in medical practice, as physicians increasingly prescribed newer proton pump inhibitors. Abbott repositioned Digene for direct consumer engagement, rolling out mass-market campaigns and expanding retail visibility.
“We believe great brands are built on real insights and meaningful stories,” said Karankumar. “Our consumer-centric approach has been pivotal in developing Digene in various formats, tailored to meet different customer needs and preferences.”
Campaigns like #ControlKar helped the brand maintain visibility in a competitive landscape dominated by rivals such as Eno, Gelusil, and Pudin Hara. In FY25, Digene posted sales of Rs 248.6 crore, at a 10 percent compound annual growth rate over four years. It remains one of Abbott India’s top-performing brands within its gastrointestinal portfolio, which grew 15.9 percent last year.
India’s Rs 1,700 crore antacid category is growing at a CAGR of 8 percent.
“To keep Digene meaningful and relevant, we took a deep dive into what the brand truly stands for—its purpose, values, and personality,” Karankumar added. “By listening closely to what people need and feel, we’ve built a strong connection with our audience—one that continues to grow with every story we share.”
Discover the latest Business News, Sensex, and Nifty updates. Obtain Personal Finance insights, tax queries, and expert opinions on Moneycontrol or download the Moneycontrol App to stay updated!
