Surf Excel Sprinkles Minty Magic, Elevates Liquid Detergent to a New Premium High

Hindustan Unilever Limited (HUL) launched a new "Mint" variant of its liquid detergent Surf Excel, a strategic step to capture India's expanding premium laundry care market. Apart from HUL's relentless innovation spree and sustainability investments, which further reinforces its leadership in a market experiencing phenomenal consumer shifts towards liquids and value-added variants.

 

Key Highlights:

 

Premium Extension: The Surf Excel Mint liquid detergent is launched for high-end, quality-conscious consumers and employs advanced cleaning technologies for rapid stain removal and improved fabric care.

 

Fragrance & Effectiveness: Along with excellent performance on tough stain removal, the Mint flavor comes with an "invigorating fragrance" and a more improved skin-safe formula, which improves the overall customer experience.

 

Market Leadership: Surf Excel is the number one growth brand in the liquid detergent category, currently reaching Indian homes by more than 68% and contributing significantly to category growth.

 

Innovative Campaigns: Pilgrim-specific new brand launches such as the Surf Excel Easy Bag launch and direct engagement campaigns reflect HUL's focus on convenience to the consumer and premiumization.

 

Sustainability Commitment: Along with new product launches, HUL has also made new investments for plastics circularity, reiterating its commitment towards sustainable growth and sustainable packaging.

 

Market Environment: The Indian laundry care market is shifting towards liquid forms with urban living, convenience, and premium positioning. Competition is also intensifying, but Surf Excel continues to lead with sustained innovation and experiential consumer interaction.

 

Source: The Economic Times, Hindustan Unilever Limited, Retail Economic Times