Latest news with #SurfExcel
Mint
4 days ago
- Business
- Mint
HUL's Surf Excel liquid detergent eyes premium laundry segment with new product
New Delhi: Hindustan Unilever Ltd (HUL), a market leader in India's fabric cleaning segment, has launched a new, premium washing liquid variant under its Surf Excel brand, targeting 5% users of liquid detergents to embrace its product. The move comes as Surf Excel, already HUL's largest brand, surpassed ₹ 10,000 crore in sales last fiscal year. The launch reinforces a growing trend of consumer preference for premium products within the laundry market, where liquid detergents are growing four times faster than the overall laundry cleaning market. The innovation, dubbed "Wonder Wash," was initially launched last year in the UK and China by HUL's British parent Unilever, citing a "seismic shift happening in the world of laundry." The product is designed specifically for short cycles and performs in just 15 minutes. Globally, the category is predicted to be worth €2 billion by 2026. In India, it will be sold as Surf Excel Matic Express. It sits at a price premium of 15% over a Surf Matic Liquid. In India, liquids currently account for 10% of the overall laundry cleaning market, which is still dominated by bars and detergent powders. 'Liquids are the fastest growing segment in this market, where the liquids growth is upwards of four times than the rest of the category. The contribution of liquids, overall in the market, is accelerating. But at this point it would be around 10%. Penetration in some South Indian states, which adopted liquids much earlier, is upwards of 60% in urban geographies—i.e. usage at least once a year,' Srinandan Sundaram, executive director, home care, HUL, said in an interview with Mint. Affluent consumers are increasingly purchasing more premium products due to expanded wardrobes and greater use of washing machines. Out of India's 304 million households, 68 million of these use washing machines, and of those, 17 million currently use washing liquids. 'We are seeing more consumers shortening their washing cycles,' Sundaram added. 'Our lens on this launch is to see heavy liquid users upgrading to get a superior experience -people who are using an Express cycle in the washing machine, and those who are also using liquid as the predominant wash solution. We don't intend this to be a short-term launch; this is a multi-year platform for us. We'd be very happy if we are able to get five percent of liquid users to try the new product,' he said. Home care is HUL's largest segment, with annual revenues of ₹ 22,972 crore in FY25, a 5% increase from the previous year. Besides Surf Excel, the company also sells Wheel and Rin laundry wash brands, Comfort fabric conditioner, Vim utensil cleaner, and Domex toilet and floor cleaners. In the March quarter, the home care segment reported mid-single-digit volume growth, led by its double-digit growing liquids portfolio. HUL has basically led the premiumization of the laundry portfolio through new formats and product upgrades, competing with P&G India, which sells the Ariel and Tide brands. In 2020, HUL launched Surf Excel Smart Shots (capsules), its most premium laundry product, and relaunched them earlier this year. According to a company presentation in November, household penetration of Surf Excel liquids quadrupled between calendar years 2019 and 2023, while the turnover tripled. Similarly, between 2023 and 2024, the penetration of Surf Excel Easy Wash Powders jumped four times, and turnover grew tenfold. Abneesh Roy, executive director, Nuvama Institutional Equities, said, 'HUL has seen big success in laundry and its premiumization. This launch will further help in that. With Priya Nair back at the helm as managing director, her past success in heading this business will also help.' Nair, the recently-appointed chief executive officer (CEO) and managing director (MD) of the company, previously served as executive director, home care, HUL, between 2014 and 2020. During her tenure, HUL prioritized building future formats in the home care segment, especially liquid detergents in laundry, with Surf Excel launching the first liquid detergent in the category, according to a July report by Motilal Oswal. Nair also focused on growing the fabric conditioner market in India. For the new launch, HUL has partnered with cricketer Jasprit Bumrah for an ad campaign. The product will be available in general trade and modern trade outlets across South India, and nationwide via e-commerce and quick-commerce platforms.
Indian Express
24-06-2025
- Business
- Indian Express
Delhi High Court directs Ghadi detergent to drop ‘derogatory' references to Surf Excel from ads
The Delhi High Court on June 20 directed the manufacturers of Ghadi detergent powder to remove 'derogatory' phrases targeting its competitor Surf Excel from its television and digital advertisements. The court passed the interim order in a suit by Hindustan Unilever Limited, which manufactures Surf Excel, against RSPL Limited, the makers of Ghadi. It asked RSPL to remove phrases targeting Surf Excel by June 24 before continuing the broadcast of these advertisements. The case will next be heard on July 16. Ghari detergent has recently come up with advertisements featuring phrases such as 'Na na, yeh dhoka hai (No, no, this is a fraud)' and 'Aapka kare badi badi baatein, dho nahi patey (Your product makes tall claims but can't wash well)'. They also included the line, 'Iske jhaag acche hai, daam acche hai (Its foam is good, price is good)', and referenced a blue detergent called XL Blue. In Ghadi's advertisements, actor Ravi Kishan can be seen telling a woman who has entered a store to buy detergent, 'Madam, ye sirf naam me excel hai (This is only 'excel' in the name)'. Just as she is about to make her choice, Kishan interrupts her and persuades her to put down the blue-coloured detergent. This strategy raised concerns for HUL as it perceived the advertisements from its competitor as a direct defamation of its product. It argued that the phrases used by Ghadi were variations of Surf Excel's well-known tagline 'Daag ache hain'. Initially, HUL issued a cease-and-desist notice (a formal warning from one business to another about unlawful actions) to RSPL Limited. When RSPL chose not to accept the notice, HUL filed the lawsuit in the Delhi High Court. In its suit, HUL claimed that four advertisements launched by RSPL in June 2025 targeted and ridiculed Surf Excel. In the interim order, Justice Pratibha M Singh noted, '…the Court is of the prima facie opinion that the manner in which the advertisements themselves flow, from a lay persons point of view, clearly the reference that is being made to the competitor's product by the Defendant (RSPL) could be taken to be 'Surf Excel' i.e. product of the Plaintiff.' '…it is permissible for an advertiser to undertake an advertising campaign to promote its own product so long as the same is not deliberately tarnishing or defaming the competitor's product,' the court ruled.
News18
23-04-2025
- News18
Man Receives 'Used And Dirty' Track Pants For Rs 10 From Zepto; Internet Reacts
Last Updated: The user shared his experience on Zepto, receiving the details of the track pants he received. When ordering online, whether it is from any online platform or e-commerce site, it is not very uncommon to receive free gifts on certain occasions. From free cosmetics to sample products and sweets, the companies send a wide range of items as part of special offers or promotional campaigns. But how about if you start receiving cash money as a free gift? Sounds tempting, right? A person recently claimed to have received money in his Zepto order, which included a pair of track pants. While mentioning that the pants were already used and dirty, he revealed finding the unusual free gifts in the pants pockets. Taking to Reddit, the user wrote, 'Ordered track pants from Zepto and found a Jaipur bus sticker and 10 rupees in the pocket." He further mentioned that the pants were used and dirty but came with an 'Rs 10 profit." 'Buy a packet of Surf Excel with the money and wash the pants," a comment read. A user hilariously asked, 'What if there's a guy still wondering who took his track pants from the bus stand at Jaipur bus stand?" with one more adding, 'The track pants travelled themselves to be delivered. Wear it, and it will take you places." Amid the light-hearted reactions on the internet, Zepto is yet to react to the incident. However, this clearly adds to another online shopping blunder. Earlier in February, a man was left shocked after he ended up receiving an empty package instead of his original order of a high-end camera worth Rs 39,990. The user in his post also revealed that despite sharing his grievances with Amazon, he got no resolution. News18's viral page features trending stories, videos, and memes, covering quirky incidents, social media buzz, and global sensations. From heartwarming reunions to bizarre events, it keeps you updated on what's capturing the internet's attention
