Surf Excel, launched in 1959, is one of the oldest detergent powders in India and Pakistan. Initially, the brand 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 for its premium detergent products, sold under various brand names; such as Omo in Brazil and Persil 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.
Surf Excel products include Surf Excel Matic, a detergent powder designed specially for washing machines as it has a low lather formula.Surf Excel Matic was launched in the year 2002. Surf Excel Matic has 2 variants Top Load & Front Load. Surf Excel Matic Top Load with special ‘Multi Active System’ molecules is specially designed to work in large quantities of water & remove tough stains in the washing machine itself. While Surf Excel Matic Front Load with its concentrated 'low foam'‘2X Formula’ is designed to remove stains without generating excess foam which is harmful for washing machine. 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.
It is not Surf Excel which was introduced in 1953, but it was only Surf Powder which was introduced in India.