HUL Rolls Out Surf Excel Matic Express with Jasprit Bumrah Leading the Charge

Hindustan Unilever Limited (HUL) has launched Surf Excel Matic Express, a new liquid detergent that promises top-notch cleaning even in quick washing machine cycles.

Now available across South India in stores and nationwide online, this product is set to make waves in the fast-growing liquid detergent market, which is expanding four times faster than traditional powders and bars, despite holding just a 10% share of India’s laundry sector.

Cricket star Jasprit Bumrah is the face of this launch, bringing his fast and precise bowling style to highlight the detergent’s “Expert Clean, now Express” promise.

The campaign, running on TV and social media, shows Bumrah embodying the product’s key features: speed, accuracy, and great results.

Surf Excel Matic Express comes in two options—Blue for double the freshness and Pink for double the fabric care—and works effectively in cycles as short as 15 minutes while still performing well in longer ones.

• HUL Launches Surf Excel Matic Express with Jasprit Bumrah as Brand Ambassador
• Surf Excel Matic Express Delivers Fast Cleaning with AI Tech, Targets Premium Laundry Segment
• HUL Taps Jasprit Bumrah for New Liquid Detergent Aimed at Quick Wash Cycles and Sustainability

Srinandan Sundaram, HUL’s Home Care Executive Director, shared,“By leveraging robotics and AI, we’ve created a detergent that delivers superior cleaning in short cycles, reducing energy consumption and environmental impact.” This product targets the premium laundry market, where Surf Excel, HUL’s biggest brand, raked in over ₹10,000 crore last year. Liquid detergents are especially popular in urban South India, with 60% of households using them.

Nakul Tewari from Whirlpool India called it a “game-changer” for both customers and washing machine brands, praising its fit with energy-saving cycles. HUL’s home care portfolio, including Rin and Comfort, brought in ₹22,972 crore in FY25, with liquids fueling strong growth.

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Following HUL’s push toward premium products like Surf Excel Smart Shots, the Matic Express launch, backed by Bumrah’s star appeal and a focus on sustainability, positions HUL to stay ahead in India’s competitive laundry market.