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SEGMENTATION ANALYSIS OF ANTACIDS AND ANTIFLATULENTS IN

INDIA

Dr. Asha A.N, Dr. Kusum Devi, Snigdha Bose*

Dept of Pharmaceutical Marketing & Management

INTRODUCTION:
Pharmaceutical market segmentation is the process of dividing a heterogeneous market
into small homogenous markets or segments. The antacid market in India is crowded with
lot of products fighting for their share of the pie. The domestic formulations market for
antacids and anti flatulents is estimated to be Rs.4.3 bn, growing 15% yoy. It is the third
fastest growing therapeutic segment after the diabetic and cardiovascular segment
respectively. The market leader is Digene from Abbot Pharma with a market share of
35% followed by Eno from GSK with 24%, Gelusil with 21% and Pudin Hara with 14%.
Digene is still sold through the ethical route and are available only at the Chemists. Eno
and Pudin Hara are available in all shops since they are ayurvedic products. Globally
antacids are sold as OTC products. The market is expected to grow faster in India
because of the " changed" lifestyle of less exercise and more junk foods.

OBJECTIVE
The antacid anti flatulent market in India is highly competitive with a number of me-too
products. Thus diffrentiation and positiong one’s product is extremly vital for selecting a
target segment, from a marketers point of view.

METHODOLOGY:
This study involved analyzing the antacid antiflatulent market and based on secondary
data.
RESULT AND DISCUSSION:

The market is segmented in various ways:

 FORMULATION: Tablets

Capsules

Suspensions

Drops

 DEMOGRPAHIC :

o PRODUCTS FOR PAEDIATRICS: there are certain antacid

antiflatulents, that are segmented towards specific paediatric use.

Eg. PAEDRITONE: (CHARAK PHARMACEUTICALS) :

Herbal preparation

o PRODUCTS FOR GERIATRICS: Certain antacid antiflatulent

formulations ane segmented targeting the geriatric population.

Eg. ULGEL (DABUR PHARMACEUTICALS)

 THERAPEUTIC : - products containing

o ANTI ULCERANT- Sucralfate (a comprehensive protective barrier

effect is presented)

 Eg. SPARACID (Dr. Reddy’s Laboratories)

- Magaldrate (antiacid drug that is

used for the treatment of duodenal and gastric ulcers)
Eg. ROLAC PLUS ( Wyelth)

ANAESTHETICS: Oxethazine
Eg. MUCAINE ( Wyelth)
Eg. TRICAINE-MPS ( Acumed)
 PROKINETICS: Mosapride ( stimulates gastric motility)
Eg. MOZAPLUS (INTAS)

FLOATING AGENTS : Alginic acid, used for relief of GERD

and Acidity symptoms (Alginic acid acts as a barrier on top of
stomach acids, preventing contact between the acids and the
esophagus)
Eg. RAFTACE (Wockhdart)

ANTIFLATULENTS: Simethicone
Eg. WINACID ( Uni. Drug)

CYTOPROTECTIVE: Magnesium Trisilicate

Eg. Efcid (Himalaya drugs)

ANTI EMETIC: Metoclopramide

Eg. REG-MPS tabs ( CFL)

AYURVEDIC INGREDIENTS: Eg. Pudin Hara,

Eg. Alsarex.

 PRODUCTS FOR SPECIFIC PATIENT GROUPS:

o SODIUM FREE: Eg. ULGEL (Dabur)

o SUGAR FREE: Eg. GASTROGEL (Sigma pharmaceuticals)

 Formulation based eg. High viscosity- hence prolonged action in the GIT etc

o Eg. Gelusil (Parke Davis)

  FLAVOURS: Eg. ULGEL ( Dabur)
 SAUNF
 CARDAMOM

Eg. DAB ( Morepen laborotories)

 ORANGE

 PACK SIZES:

LARGE PACK SIZE MEDIUM PACK SIZE SMALL PACK SIZE

450 ml ( Polycrol Forte) 170 ml ( Entagene) 100 ml( Pepticaine)

 UNIQUE BRAND NAMES:

o GASEX ( Himalaya drugs)

o GASGON ( Ind-swift lmtd)
o WINACID ( Uni. Drug)
o NILCID MPS (Upjhon)

 COST

o Eg. SALIDROX ( Rs. 25.00) 170ml

o Eg. POLYCROL FORTE ( Rs. 19.56) 200ml

CONCLUSION:

The analysis revealed that market segmentation & differentiation have played an important role in
marketing winning brands. `