Home Care at a glance
36%
of HUL’s Revenues
31%
of Earnings Before
Interest and Tax
We are a business of leading Fabric and Household Care brands such as Surf excel, Wheel, Rin, Comfort, Vim and Domex. Our brands are at the forefront of making our consumers’ homes cleaner and safer through strong innovation capabilities & superior product offerings which are sustainable.
Fabric Care and Household Care delivered high double-digit competitive growth driven by market development
Handsome market share gains across the portfolio, both in value and volume terms
Home Care liquids doubled in last 3 years exceeding `3,000 crores in annual turnover
Surf excel crossed US$1 Bn Annual Turnover becoming the first home and personal care brand in India to reach this milestone
At the heart of our Home Care growth strategy is a commitment to meet our consumers’ needs with superior products. Through a relentless focus on science, technology, and innovation, we are driving consistent and competitive growth by delivering exceptional consumer experiences.
Deepak Subramanian
Executive Director, Home Care
Brands with Purpose
Our Home Care brands recognise the role that purpose combined with product superiority play in competitiveness. In Fabric Care, our biggest brand Surf excel continues to lead the premiumisation agenda while spreading its philosophy of ‘Daag achhe hain’ or ‘Dirt is good’, inspiring people to take action on environmental and social causes. Wheel continued to expand its consumer franchise and delivered strong competitive growth in the mass detergents segment. Rin’s latest campaign celebrates women who shine, and it does so through the inspiring story of Isaivani, who overcame many obstacles to fulfil her childhood dream of becoming a pop singer.
Creating value through market development
With rising affluence, changing demographics & urbanisation, there is a growing need for more convenient ways to do household chores. Through our market development efforts, we have been able to partner consumers in this upgradation journey. For instance, in Fabric Care we have very successfully upgraded consumers from mass detergent bars & powders to the premium ones and from premium machine wash powders to liquid detergents and we have recently launched Surf excel smart shots highlighting the fun & convenience of doing laundry the smart way. Further, we are widening consumers’ repertoire by getting them into adjacencies such as Fabric Conditioners with our brand Comfort. Premiumisation remains core part of our growth strategy and we continue to invest in creating categories of the future.
Advancing towards a Cleaner Future
We remain committed to providing our customers with effective, eco-friendly solutions and have formed a partnership with Tuticorin Alkali Chemicals and Fertilizers Limited to explore opportunities for soda ash, a critical raw material for our laundry products, using carbon capture technology. Our Surf excel liquids are formulated with biodegradable actives and packaged in bottles made up of 100% recyclable plastic, 70% of which is recycled material. In addition to our ongoing efforts to reduce plastic waste, we recently launched Surf excel Matic concentrate liquid, which provides powerful cleaning with half the usual dosage, thus effectively reducing overall plastic consumption.
Home Care
