Hindustan Unilever's (HUL) popular detergent brand Surf Excel became the first brand in Indian's home and personal care category to cross one billion dollars in annual sales in 2022
With a total sale of Rs 8,200 crore, Surf Excel has also become HUL's first brand to reach the milestone. The company's second largest brand is Brooke Bond
Deepak Subramanian, executive director of home care at HUL, said in a media interview, that this was made possible due to the "premiumisation" of the segment using liquid detergents and fabric conditioners
Deepak Subramanian told Economic Times (ET) that marketing and innovation had a big role to play in helping Surf Excel reach the milestone
"So, we have taken purpose, performance and innovation and then really de-averaged it through our winning in many India strategy," Deepak Subramania told ET
The detergent brand has been in the Indian market for over six decades. In its long-journey, Surf Excel has faced competition from players like Procter & Gamble's Ariel, Ghari Detergent and Nirma among others
While Surf Excel is one of the key names, HUL's portfolio consists of other detergent care brands as well, like Rin and Sunlight. Together, they have a 43 per cent share of India's detergent market
Despite competition from a number of brands, Surf Excel's annual sales are a reflection of the strong command it holds in the Indian market. The iconic brand has become a household name even in the middle of a focus on premiumisation