Are you planning to start a distributorship business with a top household brand? If yes, then Surf Excel Distributorship can be one of the best business opportunities in India.
Surf Excel is a trusted detergent brand under Hindustan Unilever Limited (HUL), which has a strong market presence, wide product range, and high customer demand.
Distribution Company Overview
| Particulars | Details |
|---|---|
| Brand Name | Surf Excel |
| Parent Company | Hindustan Unilever Limited (HUL) |
| Industry | FMCG (Fast Moving Consumer Goods) |
| Category | Laundry & Cleaning Products |
| Founded | 1996 |
| Headquarters | Mumbai, Maharashtra, India |
| Popular Slogan | Daag Ache Hain |
The investment required depends on your area, stock size, and location. However, here’s a general estimate:
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About Surf Excel
Surf Excel was launched in India by Hindustan Unilever Limited (HUL) in 1959. Over the years, it became one of India’s most loved detergent brands with the tagline “Daag Ache Hain” (Stains Are Good) — promoting the idea that kids learn by getting dirty.
The brand sells a wide range of detergent products including:
- Surf Excel Matic (Front Load & Top Load)
- Surf Excel Easy Wash
- Surf Excel Quick Wash
- Surf Excel Detergent Bars
- Surf Excel Liquid Detergent
These products are available in both rural and urban areas, making it an excellent choice for distribution.
Surf Excel Distributorship Investment Cost
Let’s explore how you can become a Surf Excel distributor, the investment needed, profit margin, and other essential details.
| Particulars | Estimated Cost (₹) |
|---|---|
| Security Deposit | ₹1,00,000 – ₹2,00,000 |
| Initial Stock Purchase | ₹4,00,000 – ₹6,00,000 |
| Shop / Godown Setup | ₹1,50,000 – ₹2,50,000 |
| Equipment & Furniture | ₹50,000 – ₹1,00,000 |
| Working Capital | ₹1,00,000 – ₹2,00,000 |
| Total Estimated Investment | ₹8 Lakh – ₹12 Lakh |
Note: The investment may vary depending on city, storage space, and distribution scale.
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Space Requirements
To run a Surf Excel distributorship, you’ll need:
- Godown/warehouse: Minimum 600–1000 sq. ft.
- Office area: Around 200 sq. ft.
- Delivery vehicle (optional): For product supply to retailers.
Having a clean, ventilated, and safe storage facility is crucial since detergents need to be stored in a dry environment.
Surf Excel Distributor Profit Margin
Profit margins may vary based on product type and area, but on average:
| Product Type | Margin (Approx.) |
|---|---|
| Surf Excel Powder | 7% – 10% |
| Surf Excel Bar | 8% – 12% |
| Surf Excel Liquid | 10% – 15% |
So, if you sell ₹10 lakh worth of Surf Excel products monthly, you can earn ₹80,000 to ₹1,20,000 profit per month, depending on your expenses and volume.
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Requirements to Become a Surf Excel Distributor
Before applying, make sure you meet the following eligibility criteria:
1. Business Experience
It’s beneficial if you already have experience in FMCG distribution, grocery supply, or retail sales.
2. Proper Space
You should have a proper storage area and office setup for inventory management and dispatching.
3. Financial Capability
You must have enough working capital and investment capacity (₹8–12 lakh) to maintain stock and run operations smoothly.
4. Business Documents
You’ll need the following documents:
- GST Registration Certificate
- Shop and Establishment License
- PAN Card & Aadhaar Card
- Trade License
- Bank Account Details
- Property Documents or Rent Agreement
- Passport-size Photos
How to Apply for Surf Excel Distributorship
There is no separate website for Surf Excel distribution, since it’s managed directly by Hindustan Unilever Limited (HUL). Here’s the step-by-step process:
Step 1: Visit the Official HUL Website
Go to the official website: https://www.hul.co.in
Step 2: Go to the ‘Contact Us’ Section
Scroll to the bottom and click on Contact Us → Select Business Enquiry or Distribution Opportunity.
Step 3: Fill the Enquiry Form
Fill in details such as your:
- Name
- Contact number
- Email ID
- Business location
- Experience in FMCG/Distribution
Step 4: Wait for Company Response
The HUL team will review your details. If your area is available for distribution, they will contact you for further discussion.
Step 5: Verification & Agreement
After verification, you’ll sign a distributor agreement with HUL and start receiving stock and sales materials.
Alternative Contact Option
You can also contact the HUL regional office in your state or city. Visit their website’s “Our Locations” page to find the nearest regional office.
Or contact HUL Consumer Care Line:
📧 Email: lever.care@unilever.com
📞 Phone: 1800-10-22-221 (Toll-Free)
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How Distribution Works
Once approved, here’s how your distributorship will function:
- You purchase Surf Excel products directly from HUL or authorized wholesalers.
- You store them in your warehouse.
- You distribute to local retailers, supermarkets, and grocery shops.
- You maintain regular stock levels and collect payments from retailers.
- You receive incentives or bonuses based on monthly targets.
Marketing Support
As an authorized distributor, HUL provides:
- Promotional banners and posters
- Retail display stands
- Advertising materials
- Seasonal offers
- Sales training and software support
You can also collaborate with local retailers to create small shop displays and run limited-time offers to boost sales.
Surf Excel Market Demand in India
India’s detergent market is worth over ₹30,000 crore, and Surf Excel holds a major share in the premium detergent segment. The brand has a loyal customer base, especially in urban and semi-urban areas.
As an essential daily-use item, detergents are recession-proof, ensuring stable income even during economic slowdowns.
Pros and Cons of Surf Excel Distributorship
| Pros | Cons |
|---|---|
| Strong brand trust | High competition in FMCG segment |
| Steady demand | Initial investment requirement |
| Support from HUL | Limited area availability |
| Decent profit margins | Strict distribution policies |
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Is Surf Excel Distributorship Profitable?
Absolutely yes — Surf Excel distributorship can be a profitable long-term business, especially if you already have experience in FMCG or retail supply.
With consistent sales, timely restocking, and proper retail connections, you can easily earn a net profit of ₹80,000 to ₹1.2 lakh per month, depending on your region and scale.
Conclusion
Starting a Surf Excel Distributorship is a great business idea if you’re looking to partner with a trusted and powerful FMCG brand in India. It’s a low-risk, high-demand business that offers long-term stability and steady income.
If you’re serious about this opportunity, visit HUL’s official website and fill out the distribution enquiry form. Make sure you have the required capital, storage, and local network ready to start.
