Surf Excel
Encyclopedia
Surf Excel, launched in 1959, is one of the oldest detergent
Detergent
A detergent is a surfactant or a mixture of surfactants with "cleaning properties in dilute solutions." In common usage, "detergent" refers to alkylbenzenesulfonates, a family of compounds that are similar to soap but are less affected by hard water...
powders in India and Pakistan. Initially, the brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
was positioned on the clean proposition of “washes whitest”. However, with the emergence of numerous local detergent manufacturers and the entry of other global brands, Surf Excel underwent various changes in its Brand Communication. This is in line with the global communication platform of Dirt Is Good, which is a communication strategy of Unilever
Unilever
Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products....
for its premium detergent products, sold under various brand names; such as Omo in Brazil and Persil
Persil
Persil is a brand of laundry detergent currently and originally made by Henkel & Cie; but which is now also licensed for manufacture, distribution, and marketing in several countries by the Unilever Corporation. Henkel and Unilever both manufacture their own formulations...
in UK and France.
Today, Surf Excel leads the Premium Fabric Wash Category in India. Some of the other major detergent products of Unilever in India are Rin and Wheel. The latest entry into the segment is Comfort, a Fabric Conditioner.
Product Range
Surf Excel products include Matic, a detergent powder designed specially for washing machines as it has a low lather formula. Quick Wash is a product that saves up to 2 buckets of water and Blue is used for Fabric and Colour Care. Surf Excel also has some specialist products like Gentle Wash, a liquid detergent, and Surf Excel Bar, a nil mineral detergent bar.NIL MINERAL BAR:
In India HUL is the only company where NMB is manufactured. NMB manufacturing is different from traditional NSD bar manufacturing. It is a premium category product. The washing properties are enhanced due to no addition of any fillers.
External links
It is not Surf Excel which was introduced in 1953, but it was only Surf Powder which was introduced in India.