According to the report, among 253 category and market combinations, large incumbent brands lost market share in 44% of cases against emerging or insurgent brands. "There was no single category where incumbents lost share across every Asia-Pacific market, nor a single market where they lost share across all categories,” the report said. India, along with Malaysia and the Philippines are the top three most favourable markets for incumbents, the report noted. In India, for example, established incumbents won or maintained share in over 65% of the 23 categories Bain tracked.