Surf Excel
Surf Excel is a Unilever brand that is currently marketed as the counterpart brand of OMO detergent in the India, Pakistan, Bangladesh and Sri Lanka markets.
 | |
| Product type | Laundry detergent |
|---|---|
| Owner | Unilever |
| Produced by | Hindustan Unilever Unilever Sri Lanka[1] |
| Introduced | 1996 |
| Related brands | OMO, Breeze, Skip |
| Markets | South Asia except Nepal |
History
The Surf brand is owned by Hindustan Unilever Limited (HUL) and Unilever Sri Lanka. Surf was launched in Pakistan in 1948 and in India in 1959 after HUL’s other brand Rinso failed. Initially, Surf 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 underwent various changes in its brand communication and was replaced by Surf Excel in 1996.
References
- "Surf Excel Matic Liquid from Unilever SL". Daily News. Retrieved 2021-04-10.
External links
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