It is difficult to replace Maruti from middle class psyche. Say for eg. my home. When I bought my Baleno, I was keen on waiting for Nexon and also liked i20. But, my father was adamant that it will Maruti. Even though I was the one buying the bloody machine, my father won the argument!
So, yeah. Maruti Suzuki sale volume runs mostly on the people's perception on the reliability if not safety or quality.
But, Toyota has reputation for good quality service and may be able to take some chunk away if it can draw in customers. I know many who wouldn't consider even visiting Toyota since Toyota sells expensive cars.