HLL launches Surf Excel Automatic

Company press release, April 11, 2003

New Delhi

Hindustan Lever Ltd (HLL) launches Surf Excel Automatic a low lather detergent specially formulated for both top and front loading washing machines. The new Surf Excel Automatic is a specialist detergent in the category suitable for all kinds of washing machines. It was launched keeping in mind the large growing base of washing machine owners in the country. Surf Excel Automatic, an anti corrosive and clothes friendly powder has been recommended by washing machine manufacturers like LG, Samsung, Electrolux Kelvinator, Videocon, Siemens, IFB and Whirlpool.

Surf Excel Automatic is formulated with high quality phosphate builders and multi-active surfactant system to deliver superior clean in washing machine wash protocol. Even under stressed wash conditions of high soiling and full load, Surf Excel Automatic is designed to provide excellent detergency. In addition, Surf Excel Automatic also contains detergency aids such as anti-redeposition agents and optical brighteners. This formulation is further fortified with safe bleach system and enzymes for superior stain removal in washing machines.

Says Mr. Pradeep Thukral, Asst. General Manager, Marketing, Electrolux Kelvinator Washing Machines, "We recommend Surf Excel Automatic as a specialist powder for washing machines. Surf Excel Automatic which is a low sud detergent dissolves completely with the clothes leaving no harmful residue behind, thus ensuring a longer life for the clothes and the machine."

The new Surf Excel Automatic packaging is the first of its kind - that allows convenience and accuracy of dosage so that getting perfect results in a washing machine is now simple and easy. It is a handy stand up box with sachets inside. The packet has been uniquely designed with a pull out opening at the bottom for individual sachets. Every wash load requires 2 sachets to complete the wash cycle. 1 kg of Surf Excel Automatic is available for Rs. 145, while the 600gm sachet box, which contains 30 sachets is available for Rs. 90.

According to Mr. Sanjay Behl, Marketing Manager, HLL, "With a large and growing base of washing machine users in the country, there are only a handful of detergents which are either suited for top loader or front loader washing machines. To bridge the gap between the two, we have launched Surf Excel Automatic. This is part of our endeavour to provide the best to our consumers through constant innovation".

For further information contact

Prateek Chatterjee/Piyali Dasgupta

Perfect Relations

24319862-69