60+ years ofbrilliant clean.
From a single powder sachet in 1959 to India's most innovative laundry science — this is our story.
The Beginning
Surf was introduced to Indian households by Hindustan Lever Limited — bringing laboratory-grade laundry science into millions of homes for the very first time.
Surf Excel is Born
The brand evolved into Surf Excel, introducing concentrated formulas and triple-action stain-lifting technology. A new chapter in Indian laundry had begun.
Daag Acche Hain
India's most iconic ad campaign redefined how families thought about dirt — celebrating children who play freely, knowing Surf Excel will restore their whites.
Pioneering Tomorrow
Cold-water enzymes, eco-concentrated formulas, microplastic-free pods — Surf Excel continues to reinvent clean for a planet that needs it most.