Abbott India reboots Digene: old-school antacid, new school vibe

Abbott India Reboots Digene: Old-School Antacid, New-School Vibe

In a strategic move blending nostalgia with innovation, Abbott India has relaunched its iconic antacid brand Digene with a modern twist. Once a staple in Indian households for digestive relief, Digene is now being reintroduced with a contemporary brand identity, fresher aesthetics, and a sharper digital focus, all while retaining the trusted formulation that made it a market leader.

Reinventing a Legacy Brand

Launched decades ago, Digene had long enjoyed dominance in the OTC (over-the-counter) gastrointestinal market. However, with the rise of newer brands and the shifting preferences of younger consumers, the pink liquid gradually faded from mainstream memory. Abbott’s decision to revitalize Digene aligns with a larger industry trend where legacy pharmaceutical brands are being repurposed for modern consumers.

“The relaunch of Digene is more than a cosmetic update. It’s a cultural reset,” said Vivek Vyas, Vice President - Marketing at Abbott India. “We’re making the brand relevant again for a younger audience who values both efficacy and style.”

The revamped packaging now features minimalist aesthetics, clean typography, and a sleeker bottle design. Additionally, Abbott has launched new variants and flavors to cater to changing palates and preferences.

Digital-First Strategy

Recognizing the growing digital health ecosystem in India, Abbott has paired Digene’s reboot with an aggressive digital marketing campaign across Instagram, YouTube, and OTT platforms. The brand is leveraging influencers, lifestyle bloggers, and even meme culture to position Digene as a relatable, everyday companion for digestion woes.

The campaign tagline – “Old remedy, new energy” – taps into millennials’ and Gen Z’s appreciation for nostalgic yet functional products.

“They’re not just selling a product, they’re selling a lifestyle upgrade,” said Tanvi Ahuja, a consumer trends analyst at Kantar India. “This is textbook brand rejuvenation that respects legacy but doesn’t cling to it.”

Market Dynamics and Competition

India’s digestive health market, valued at over ₹10,000 crore, has seen heightened activity in recent years, especially post-pandemic, as consumers increasingly prioritize gut health. Abbott’s Digene competes with brands like ENO (GSK), Gelusil (Pfizer), and newer entrants like Wellbeing Nutrition’s prebiotic offerings.

While ENO dominates in the effervescent segment, Digene retains a strong foothold in the antacid suspension category, which still accounts for a large share of consumption in Tier 2 and Tier 3 cities.

“Digene has historically performed well in prescriptions and OTC channels, but it lacked brand freshness,” said Siddharth Mehta, a pharma market strategist with ICICI Securities. “With this refresh, Abbott is clearly aiming to reclaim mindshare and shelf space.”

Consumer Response and Early Feedback

The early feedback has been largely positive. Pharmacies report increased inquiries about the “new-look Digene,” and online platforms have seen a rise in product reviews applauding both form and function. The berry flavor variant, in particular, has become a hit among younger consumers.

“Earlier, I’d hide the pink bottle in the back of my cabinet,” said Megha Kapoor, a 29-year-old lifestyle influencer. “Now it’s got such a clean design, it looks like a wellness product. Plus, it works!”

Financial Outlook and Investor Sentiment

While the relaunch itself may not move Abbott India’s topline significantly in the short term—given the modest contribution of Digene to the overall portfolio—it enhances brand equity and strengthens Abbott’s position in the OTC health segment.

Abbott India’s Q1 FY26 results showed a 9% YoY growth in revenue, driven largely by its chronic therapy and nutritional segments. Analysts believe that initiatives like Digene’s revamp could unlock new consumer bases and enhance OTC margins.

“This move might seem cosmetic at first glance,” said Radhika Jain, healthcare sector analyst at Motilal Oswal, “but in the long run, strengthening OTC portfolios is critical for pharma companies as they navigate pricing pressures in the prescription segment.”

What’s Next?

According to company insiders, Abbott plans to introduce portable sachets and digital diagnostics tie-ins, potentially linking Digene to gut health tracking apps. The strategy underscores a growing convergence between pharmaceutical products and health tech.

In an increasingly wellness-focused India, Digene’s reboot could mark a blueprint for how traditional pharma brands can adapt without losing their core identity.

By breathing new life into an old favorite, Abbott India’s relaunch of Digene successfully marries tradition with innovation. With thoughtful rebranding, digital engagement, and product diversification, Abbott is not just revitalizing a product—it’s refreshing a legacy.

As health-conscious Indian consumers evolve, Digene may once again earn its place on medicine shelves—this time, as a stylish, smart, and effective solution for modern-day digestive concerns.