Subsequently, its actions were evident from the recent 2QFY19 results (Dec19 results) posted by both PGHH and Gillette, that there is a clear move to focus on growth even if at the cost of profitability. On the other hand, for 2QFY19, EBITDA margins dipped sharply by over 500bp YoY due to gross margin decline and ad spend increase. At the same time, EBITDA margins dipped sharply by 340bp YoY, primarily due to a sharp 68% YoY increase in A&P; (over 600bp on a percentage to sales). We believe the aggression displayed by PGHH, if replicated by its larger and unlisted group entity P&G; Home Products (also headed by Mr. Madhusudan Gopalan) in promotions, price cuts and advertising, then the detergents category, and perhaps even shampoos and skin care products will likely see heightened competitive intensity.