Surf excel becomes Hindustan Unilever's first $1 billion brand

Hindustan Unilever (HUL) has announced that its laundry detergent brand, Surf excel has crossed the $1 billion turnover mark.

With this, Surf excel becomes HUL’s first brand to achieve this distinction. It went on to add that the brand has almost doubled revenue in the last five years to join Unilever’s billion-dollar brand club.

HUL said that purpose-driven marketing, on-trend innovations and product quality have fuelled the brand’s journey to this milestone. 

Deepak Subramanian, Executive Director, Home Care, HUL, said, “Surf excel has not just addressed societal and parenting tensions through its communication, but has also led the innovation agenda in the category by being obsessed with emerging trends and consumer pain points. Surf excel has played a pioneering role by being the first to launch and scale up superior bar through proprietary technology, washing machine specialist products, detergent liquids, liquid capsules and stain removing sprays, thereby reshaping the market through premiumisation.”  

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