Mankind seems to be holding its own. In the past three years, the shift towards selling in metro cities seemed to be playing out well. Its sales in these regions have grown at a faster clip when compared to 9 of its competitors at 22%. And it's not been doing some really quirky stuff to build its brand and image. In 2022, it actually launched an OTT service called Doc Flix for doctors that would have a bunch of medical content created by experts.