HUL is doing business in the Indian market for six decades. In 1985, Nirma gave a tough challenge to it, but in response, the company launched Wheel Detergent. As on date, the sale of Surf Excel has increased by 32 per cent due to the increasing popularity of the Rs 10 packet.
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By the way, any kind of stain is not good, but Surf Excel has made its slogan ‘Daag Acche Hain’ in its advertisement contrary to this thinking, so look at the amazing marketing strategy. Surf Excel welcomes you with open arms.
Surf Excel is the most popular detergent powder in India today. It has become a leader company in the detergent market. It is the most popular brand of Hindustan Unilever (HUL) which has become $ 1 billion annually. According to the company, this brand of the company has earned Rs 8,200 crore in sales during the year 2022.
How did the business grow?
In fact, according to Hindustan Unilever, during the last two decades, the sale of Surf Excel reached $500 million. Whereas last year Surf Excel did a business of 82 hundred crores. As on date, this product alone has 20% market share in India.
How did it start?
Hindustan Unilever is actually a company of England. Apart from detergent powder, this company also manufactures health care and beauty care products.
The company is doing business in India for almost six decades. In 1996, Surf Excel was first introduced in the London market by the company. Later it reached the market of many countries of the world. Surf was a premium brand even in India then. Housewives wanted to use the Surf as a cheap bar. After this feedback, the company started working on a new strategy.
This is the reason that at one time the company launched Surf Excel in a packet of just Rs.10. The result was that Surf Excel captured the market from small towns to villages. The company caught the pulse of Indian housewives and found success.
access to major countries
Surf Excel has not only made its presence felt in India but also in the US and Europe markets. It is sold tremendously in Asian countries – especially Bangladesh, Sri Lanka, Pakistan and Nepal. The company’s target has been – middle income families, where housewives consider savings as their biggest need.
challenge from nirma
In the year 1985, Ahmedabad company Nirma presented a big challenge to Surf Excel in the detergent market. Nirma beat Surf Excel with its marketing strategy. In response to which Hindustan Unilever launched a cheap detergent – that was Wheel. The foam and shine of the wheel at a low cost helped the company.
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