Surf Excel

Surf Excel is Unilever’s largest brand of detergent in South Asia. In 2005 it adopted the logo of OMO, one of Unilever’s international detergent brands, rather than that of Surf, another Unilever-owned detergent, despite having a similar name.

Surf[]

1959–2003[]

Surf Excel[]

2003–2005[]

Surf was renamed to Surf Excel in 2003.

The Hindu Business Line

2005–present[]

In 2005, Surf Excel adopted the splat logo used by OMO, one of Unilever’s international detergent brands, rather than the logo of Surf, another Unilever-owned detergent, despite having a similar name.

This also came with a new slogan Daag achhe hain. In Hindi and Urdu, this means Dirt is good, which is also the name of OMO/Persil’s similar campaign.

V • T • E

Unilever

Subsidiaries

Local brands: Amino | Amora | Annapurna | Arisco | Aromat | Baltimor | Bango | Beseda | Boost^{1, 2} | Bovril | Brooke Bond¹ | Brown & Polson | Bru¹ | Brummel & Brown | Buavita | Bushells | Calvé | Chicken Tonight | Chirat | Choysa | Cica | Colman's | Conimex | Cup-a-Soup | Darco | Delikat | Fanaco | Fruco | Fudgsicle | Glaxose-D | Glen | Graze | Jawara | Jif | Kissan¹ | Knorrox | Kuner | Lady's Choice | Lan-Choo | Lao Cai | Maille | Maizena | Malloa | Maltova² | Marmite | Mãe Terra | McColin's | Mondamin | O'hoj | Oxo (Canada) | Pfanni | Pot Noodle (Asian Street Style | Pasta | Rice) | Prep Co | Pure Leaf³ | Rafhan | Rani | Red Red | Red Rose Tea (Canada) | Ri-K | Robertsons | SariWangi | Salsa Lizano | Savora | Scottish Blend | Sir Keningston's | Slotts | Té Club | Telma | Tortex | Turun Sinappi | Unox | Viva² | Weis | Winborgs | Zwan

Other assets:
UStore | Unilever Life | Carver Korea | Unilever Studio | Unilever Entertainment

Notes

¹	Brands exclusively used by Hindustan Unilever in India.
²	Health drinks business acquired from GlaxoSmithKline.
³	Teabags business wholly-owned by Lipton Teas and Infusions, the ready-to-drink business is handled by a joint venture with PepsiCo.
⁴	Now owned by RFM Corporation.
⁵	Now owned by Hormel Foods.
⁶	Now owned by Flora Food Group (Kohlberg Kravis Roberts).
⁷	Now owned by Lipton Teas and Infusions (CVC Capital Partners).
⁸	Joint venture with RFM Corporation.
⁹	Made by Ajinomoto in Japan.
¹⁰	Now owned by The Coca-Cola Company.
¹¹	Now owned by Colgate-Palmolive.
¹²	Now owned by Henkel.
¹³	Now owned by Conagra Brands (US) and Nomad Foods (Europe).
¹⁴	Now owned by Mizkan.
¹⁵	Now owned by Dr. Oetker.
¹⁶	Now owned by Premier Foods.
¹⁷	Now owned by Bel Group.
¹⁸	Now owned by Carozzi Corp.
¹⁹	Now owned by PVH.
²⁰	Now owned by Procter & Gamble.
²¹	Now owned by Revlon, Inc.
²²	Now owned by Fabergé Limited.
²³	Now owned by Nomad Foods.
²⁴	Now owned by Nippon Suisan Kaisha, Ltd.
²⁵	Now owned by Müller.
²⁶	Now owned by Thai Union Group.
²⁷	Now owned by McCormick & Company.
²⁸	Now owned by Conagra Brands.
²⁹	Now owned by FKS Group.
³⁰	Now owned by Kerry Group.