**Hindustan Unilever Launches Premium Surf Excel Washing Liquid**
Hindustan Unilever Ltd (HUL), a leader in India’s fabric cleaning market, has introduced a new premium washing liquid variant under its Surf Excel brand. This launch aims to attract 5% of liquid detergent users to its innovative product. Surf Excel, already HUL’s largest brand, achieved sales exceeding ₹10,000 crore in the last fiscal year, highlighting its strong market presence.
The introduction of this product aligns with the increasing consumer preference for premium offerings in the laundry sector, where liquid detergents are growing at a rate four times faster than the overall laundry cleaning market. The new washing liquid, named “Wonder Wash,” was first launched in the UK and China by Unilever, HUL’s parent company, in response to a significant shift in laundry habits. Designed for short wash cycles, it delivers effective cleaning in just 15 minutes.
In India, the product will be marketed as Surf Excel Matic Express, priced at a 15% premium over Surf Matic Liquid. Currently, liquid detergents account for 10% of the overall laundry cleaning market, which remains dominated by bars and powder detergents. However, the segment is rapidly expanding, with liquid detergent growth outpacing other categories.
Srinandan Sundaram, executive director of home care at HUL, noted that affluent consumers are increasingly opting for premium products due to larger wardrobes and more frequent use of washing machines. Out of India’s 304 million households, 68 million have washing machines, with 17 million using liquid detergents. Sundaram emphasized that the launch targets heavy liquid users looking for a superior washing experience, particularly those utilizing express cycles in their machines.
HUL’s home care segment is its largest, generating annual revenues of ₹22,972 crore in FY25, marking a 5% increase from the previous year. In addition to Surf Excel, HUL offers other laundry brands such as Wheel and Rin, as well as fabric conditioners and cleaning products. The home care segment reported mid-single-digit volume growth in the March quarter, driven by the strong performance of its liquid portfolio.
In conclusion, HUL’s launch of Surf Excel Matic Express reflects a strategic move to capture a growing market segment that favors premium laundry solutions, positioning the brand for sustained growth in the evolving landscape of fabric care.
**FAQ**
**What is the new product launched by Hindustan Unilever?**
Hindustan Unilever has launched Surf Excel Matic Express, a premium washing liquid designed for quick wash cycles, targeting consumers who prefer liquid detergents.
