Hindustan Unilever Limited (HUL) has launched Surf Excel Matic Express, an innovative detergent designed for fast and efficient laundry cycles as short as 15 minutes. This new product uses the brand’s unique Pro-S Technology to tackle malodour, stains, freshness, and fabric care, even in challenging short cycles.
There are two variants: Blue for 2X Freshness Action and Pink for 2X Care Action. Indian cricket star Jasprit Bumrah endorses the product, symbolizing speed and precision aligned with the brand promise: “Expert Clean, now Express.”
Srinandan Sundaram, Executive Director of Home Care at HUL, stated that this innovation meets consumer demand for short, energy-saving cycles while delivering superior cleaning performance. He highlighted the environmental benefits of encouraging shorter wash cycles. Nakul Tewari, Vice President of Marketing at Whirlpool India, praised Surf Excel Matic Express as a game-changer complementing modern washing machines and busy lifestyles, noting Whirlpool’s machines feature Express Wash programs designed for such detergents.
Surf Excel Matic Express is available across South India’s General and Modern Trade outlets, as well as nationwide through e-commerce and quick-commerce platforms. This launch promises to redefine fast, effective laundry care in India’s evolving urban market.