Surf Excel is a detergent powder brand launched in 1959 by Hindustan Unilever Ltd (HUL) as the first detergent powder in India. HUL is India's largest FMCG company with over 35 brands spanning categories like soaps, detergents, and food products. Surf Excel underwent various changes over the years, including becoming Surf Ultra in 1990 and redefining as Surf Excel in 1996. It manufactures Surf Excel using raw materials like sulfuric acid, surfactants, builders and enzymes. HUL has a strong distribution network of over 1 million retail outlets and 7000 stockists that helps Surf Excel reach customers across India. The company is also active in corporate social responsibility initiatives

1. Surf Excel: THE BRAND
By:
Amit Das
Submitted by:- Naman Vijaywargiya
Submitted to:-Dr. Sandhya Rai

2. Hindustan Uniliver Ltd. – Manufacturer
• HUL is India's largest FMCG
Company with a history of over
80 years
• The company owns over 35
brands spanning 20 distinct
categories such as soaps,
detergents, shampoos, skin care,
toothpastes, deodorants,
cosmetics, tea, coffee, packaged
foods, ice cream, and water
purifiers.
• The HUL vision states “We meet
everyday needs for nutrition,
hygiene and personal care with
brands that help people feel
good, look good and get more out
of life…”

3. Surf Excel: THE BRAND
• Launched in 1959 as ‘Surf’, it was the first detergent powder in
India
• Surf Excel underwent various changes in its Brand Communication
• In 1990, following the launch of Ariel, Surf became, Surf Ultra
• In 1996,Surf redefined itself by launching Surf Excel
• In 2003, the base variant Surf was re-launched as, Surf Excel Blue‟
• In 2006, it added Rin Supreme Bar as, Surf Excel Bar into its
portfolio

4. SURF EXCEL QUICK
WASH
• 4000g
• 3000 G
• 1500g
• 750g
• 500g
• 200g
• Carton200g
• Refill3300g - Bucket
CONVERTS
HARD WATER
TO SOFT
WATER

6. RAW MATERIALS
AND
MANUFACTURING
PROCESS OF
SURF EXCEL

7. Raw Material
•Sulfuric Acid
•Surfactants(Hydrocarbons)
•Builders
•Sodium Silicate
•Enzymes
•Perfumes
•Fluorescent whitening agents

8. Manufacturing Process

9. PLACE & DISTRIBUTION
HUL distribution network – key strength
(Which helps reach out its product across
the length and width of the vast country)
• Direct coverage in over 1 million retail
outlets
• 7000 Stockiest
• 2000+ Suppliers & Associates

11. CORPORATE SOCIAL RESPONSIBILITY
Providing education on health and hygiene
Women empowerment
Water management
Rehabilitation of special or underprivileged
children
Care for the destitute and HIV-positive
Rural development.
Plays active role in natural calamities

12. Other projects of HUL
•Project shakti.
•Sanjivinni.
•Fal foundation.
•Water conservation projects.
•Domex toilet academy.
•Hand washing and behavioral change programmes.

13. THANK YOU