Hindustan Unilever Limited (HUL), one of the largest consumer goods companies in India, announced on Friday that its leading laundry detergent brand, Surf Excel, has crossed the $1 billion turnover mark. With this achievement, Surf Excel has become one of the few brands in the Indian consumer packaged goods sector to cross this milestone.
According to HUL, the brand's journey to this milestone was fuelled by purpose-driven marketing, innovative products, and superior quality. Surf Excel has developed a strong emotional connection with consumers, consistently building on its purpose of 'Daag Acche Hain,' conveying the message that 'if you get dirty while doing something good, then dirt is good.'
Over the years, Surf Excel has leveraged Unilever's expertise in R&D to design unique solutions for India, and HUL has widened its manufacturing and distribution network by establishing the largest manufacturing plant in Uttar Pradesh.
Deepak Subramanian, Executive Director, Home Care, Hindustan Unilever Limited, said, "Surf Excel has played a pioneering role by being the first to launch and scale up superior bar through proprietary technology, washing machine specialist products, detergent liquids, liquid capsules and stain removing sprays, thereby reshaping the market through premiumization."
Surf Excel has addressed societal and parenting tensions through its communication, and its innovative products have reshaped the market through premiumization, Subramanian added.
(with agency input)
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