Surf Excel becomes HUL's first $1 billion brand

 

HUL said that with this, Surf Excel has become one of the few brands in India in the complete consumer packaged goods segment.

New Delhi: Hindustan Unilever Limited (HUL) on Friday said that its laundry detergent brand, Excel has crossed the $1 billion turnover mark, becoming the first brand in the company's portfolio to cross the milestone.

The move also reflects the company's dominance in the packaged consumer goods market. With this, Surf Excel becomes one of the few brands in the complete consumer packaged goods segment in India, the company said in a statement on Friday.

With annual revenue of ₹51,193.00 crore in the financial year, HUL is India's largest pure-play packaged consumer goods company.

“Purpose-driven marketing, on-trend innovation and superior product quality have fueled the brand's journey to this milestone. The brand has developed a strong emotional resonance with consumers by consistently building on the purpose of "Daag Achhe Hain", which conveys the message that 'if you get dirty doing something good, don't get dirty,' the company said in a statement. So dirt is good'. With the setting up of the largest manufacturing plant in Uttar Pradesh, Surf Excel has further expanded its manufacturing and distribution network.

HUL's home care products portfolio with brands such as Surf Excel, Wheel and Vim reported segment revenue of ₹16,578 crore in FY22. Over the years, Surf Excel has leveraged Unilever's expertise in R&D to design solutions unique to India and effectively deployed across the country.

“Surf Excel has not only addressed societal and parental stress through its communication, but has also led the innovation agenda in the category by obsessing over emerging trends and consumer pain points. Surf Excel has pioneered the launch and scaling of a superior bar through proprietary technology, washing machine specialist products, detergent liquids, liquid capsules and stain removal sprays, thereby reshaping the market through premiumization going," said Deepak Subramanian, Executive Director, Home Care, Hindustan Unilever Ltd.


In line with Unilever's cleaner future strategy, Surf Excel has also accelerated its sustainability journey with bottles in the liquids portfolio now being made from 50% recycled plastic. The product is designed using 100% biodegradable actives.