In 2022, Hindustan Unilever’s (HUL) Surf Excel became the first non-food brand in India’s FMCG sector to reach $1 billion in sales, achieving “unicorn” status. HUL projects that Surf Excel will exceed Rs 10,000 crore in revenue by FY25. The company also has 19 brands surpassing Rs 1000 crore.
HUL’s advertising strategy has shifted, with TV’s share dropping from 60% to 30%, while digital advertising grew to 29%, social media to 15%, and OTT to 17%. The company is focusing on modern trade and e-commerce through Q-commerce and category-centric approaches.
Surf Excel’s success lies in its redefined approach to detergents, positioning dirt as a symbol of positive activity, and encouraging consumers to see messiness as an opportunity for growth. HUL CEO Rohit Jawa shared his vision for navigating India’s evolving consumer market, emphasizing urbanization, digitization, and financial inclusion. He stressed the importance of innovation, strategic pricing, and market growth to compete in a diverse and competitive marketplace, with a focus on long-term, sustainable expansion.