Mumbai: Hindustan Unilever Limited (HUL) has introduced Surf Excel Matic Express, a breakthrough innovation in the laundry care category designed to deliver an “Expert Clean, now Express” in as little as 15 minutes. The launch is supported by a high-impact TV and digital campaign featuring Indian pace icon Jasprit Bumrah, who personifies the product’s promise of speed, precision, and performance.
Leveraging decades of detergent formulation expertise, combined with advancements in robotics and AI, Surf Excel Matic Express addresses the growing consumer demand for faster laundry solutions without compromising on quality. The product is designed for both short and long washing cycles, available in two variants — Blue for Express Clean with 2X Freshness Action and Pink for Express Clean with 2X Care Action.
In the new brand film, Bumrah’s trademark speed and accuracy bring to life the product’s capabilities, reflecting the faster rhythms of modern urban life and positioning Surf Excel Matic Express as the go-to detergent for busy households.
Srinandan Sundaram, Executive Director, Home Care, said, “By harnessing people’s enthusiasm for short cycles for everyday stains, we’re opening the potential for a new category of short cycle products within laundry. We’ve overcome a real technical challenge to offer outstanding performance even in the shortest timeframe and the difficult washing conditions of the short cycle. Not only is this about delivering an unmissably superior laundry experience but reducing environmental impact by encouraging the use of shorter, energy-saving cycles. This breakthrough in fast-acting cleaning will come to consumers in India as Surf Excel Matic Express, one of HUL’s Power Brands. that brings in bigger and better innovations.”
Nakul Tewari, Vice President – Marketing, Whirlpool India, added, “This product is a game-changer for both washing machine manufacturers and consumers. Today, convenience and time-saving solutions are what everyone is chasing. We’ve seen groceries delivered in ten minutes, so why not clean your laundry in just minutes? Surf Excel Matic Express is making that possible, perfectly complementing modern washing machines and fast lifestyles.”
Highlighting the synergy, he continued, “At Whirlpool, our washing machines are designed to deliver the best cleaning performance in the shortest possible time. Our fully automatic top load and front load washing machine ranges are equipped with program like Express Wash, while delivering up to 100 tough stain removal claims. With such new innovative products in the detergent space, both machine manufacturers and users benefit from it.”
Surf Excel Matic Express is powered by the brand’s Pro-S Technology — a blend of fast-acting ingredients that activate immediately to target malodour, stains, freshness, and fabric care in short cycles. Developed after extensive research with five patents pending, this innovation aims to create a new product category in the Indian laundry market.
The product will be available across general and modern trade outlets in South India, and nationwide through e-commerce and quick-commerce platforms.
