After regaining the lost market share in the household insecticides business, Maxo is expected to do better in the coming years, led by government initiatives (such as Swachh Bharat) and lower competitive intensity. Mortein (Reckitt) has not been doing well in the market, as is the case globally. All out (SC Johnson) has also lost focus on liquids. Both these brands are losing share to Good Knight (GCPL) and Maxo (JYL). GoodKnight is very strong in south India and Maxo in east India.