Surf Excel

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This article may require cleanup to meet Wikipedia's quality standards. Please
improve this article if you can. The talk page may contain suggestions. (November 2008)

The examples and perspective in this article deal primarily with India and do not
represent a worldwide view of the subject. Please improve this article and discuss the
issue on the talk page. (December 2010)

Surf Excel's new logo(as in Pakistan)

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; from 'lalitaji' to 'dhoondte
reh jaaoge' to 'jaise bhi daag ho, surf excel hai na', and is today communicated on the platform of
'Dhaag achcha hai'. 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.
[edit] Product Range
Surf Excel products include Matic, a detergent powder designed specially for washing machines
as it has a low lather formula. 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.
[edit] External links
• Unilever - Surf
• Hindustan Unilever - Surf Excel
• Corporate Watch brand split
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Wish-Bone

Annual revenue: €39.642 billion ( 5% FY 2006) · Employees: 179,000 ·

Stock symbol: Euronext: UNA, LSE: ULVR, NYSE: UN, NYSE: UL · Website: unilever.com
• www.unilever.com.pk
It is not Surf Excel which was introduced in 1953, but it was only Surf Powder which was
introduced in India.
Retrieved from "http://en.wikipedia.org/wiki/Surf_Excel"
Categories: 1953 introductions | Laundry detergents | Orkla Group | Unilever brands
Hidden categories: Wikipedia articles needing cleanup from November 2008 | All articles
needing cleanup | Articles with limited geographic scope from December 2010 | India-centric
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