Whirlpool and HUL form marketing alliance for Surf Excel

New Delhi: Whirlpool of India and Hindustan Unilever (HUL) on Wednesday, announced a new marketing alliance for Surf Excel, the laundry brand of the FMCG maker.

As per the alliance, both brands will have joint marketing initiatives.

According to a joint statement, the integration of technologies from both brands will help in delivering superior fabric care, improving the daily laundry process, and resulting in an enhanced customer experience.

Kumar Gaurav Singh, Vice- President-Marketing, at Whirlpool of India, said, "Our partnership is an opportunity to leverage our combined strengths -- the coming together of superior mechanical action, thermal action and chemical action to deliver expertise in the removal of stubborn stains." Srinandan Sundaram, Executive Director, Home Care, at Unilever, said, "Our goal is to provide convenience and innovation to households across India, making laundry routines easier and more effective."