Surf Excel Achieves $1 Billion in Revenue in India
Hindustan Unilever's (HUL) detergent brand Surf Excel has become India's first home care brand to surpass $1 billion in annual revenue for 2022. The milestone was driven by a strategy focusing on premiumization and marketing.
Surf Excel, a prominent detergent brand under Hindustan Unilever (HUL), has achieved a significant milestone by becoming India's first home care brand to register annual sales exceeding $1 billion (approximately INR 8,200 crore) in 2022. This achievement also marks it as HUL's first brand to reach such a revenue level.
The company attributes this success to a strategy of 'premiumisation,' particularly through the increased sales of liquid detergents and fabric conditioners. Deepak Subramanian, Executive Director of Home Care at HUL, highlighted that strategic marketing and innovation played crucial roles in attaining this objective.
Subramanian further explained that the brand's success was bolstered by tailored pricing strategies ('de-averaging') for different consumer segments and regions, aligning with a 'winning in many Indias' approach. This targeted approach capitalized on the growing consumer preference for premium products.
While Surf Excel leads, HUL's overall detergent market share in India, including brands like Rin and Sunlight, has reached a decade-high of 43 percent. The company has also implemented price increases and consistently pushed for premium product offerings, contributing to its revenue growth. In recent years, Surf Excel has regained its position as the leading detergent brand in India, surpassing competitors like Wheel and Ghari.