Surf Excel

From Wikipedia, the free encyclopedia
Jump to navigation Jump to search
Surf Excel
Surf Excel.svg
Product typeLaundry detergent
Produced byHindustan Unilever
Unilever Sri Lanka[1]
Introduced1996; 25 years ago (1996)
Related brandsOMO, Breeze, Skip
MarketsSouth Asia except Nepal

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.


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.


  1. ^ "Surf Excel Matic Liquid from Unilever SL". Daily News. Retrieved 2021-04-10.

External links[edit]