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

Indian consumer goods giant Hindustan Unilever (HUL) says its laundry detergent Surf Excel has reached a $1 billion turnover.
In achieving this distinction, Surf Excel becomes HUL’s first brand. In the last five years, the brand has almost doubled its revenue to join Unilever’s billion-dollar club.
According to HUL, purpose-driven marketing, on-trend innovations, and product quality have fuelled the brand’s success.
Over the years, the brand has achieved strong emotional resonance with consumers with its tagline ‘Daag Acche Hain’, which conveys the message that getting dirty while doing good is good.
By leveraging Unilever’s R&D expertise, the brand has designed unique solutions for India and deployed them effectively. Surf Excel has expanded its manufacturing capabilities by establishing its largest facility in Uttar Pradesh.