Hindustan Unilever Limited (HUL) has implemented price increases across its detergent portfolio in October, with Wheel, Surf Excel and Rin brands seeing price hikes ranging from 2.2% to 7.1% across multiple pack sizes. According to dealer checks reported by NDTV Profit, several products have experienced their second, third or even fourth price increase of the year. The company has taken a broad-based approach to price adjustments, implementing multiple increases across different price points rather than limiting increases to a single consumer segment. The latest round means HUL has increased prices twice on Wheel Powder, four times on Surf Excel Easy Wash, three times on Surf Excel Bar, twice on Surf Excel Quick Wash, once on Rin Ala and twice on Rin Powder this year.
HUL increased the price of Wheel Powder 1 kg to ₹93 from ₹90, representing a 3.3% hike. The 500 gm pack has been raised to ₹47 from ₹46, up 2.2%. This marks the second price hike for Wheel Powder this year, following an earlier increase from ₹83 in May to ₹90. The 1 kg pack has experienced a 12.0% year-to-date increase, rising by ₹10 from its May price. Wheel is HUL's mass-segment detergent brand targeting value-conscious consumers.
The company raised prices of Surf Excel Easy Wash 1 kg to ₹172 from ₹167, up 3.0%, while the 500 gm pack increased to ₹87 from ₹85, up 2.4%. This marks the fourth price hike for Surf Excel Easy Wash this year. The 1 kg pack has moved through multiple price points from ₹162 to ₹165, ₹167 and now ₹172, translating into a 6.2% cumulative increase of ₹10. The 500 gm pack has seen an even sharper increase, moving from ₹76 to ₹79, ₹81, ₹85 and now ₹87, representing a 14.5% cumulative increase of ₹11. Surf Excel Easy Wash sits in HUL's higher-value laundry portfolio.
HUL raised prices of Surf Excel detergent bars, with the 250 gm bar now priced at ₹45 versus ₹42, a 7.1% increase. The 200 gm x 4 bundle has increased to ₹155 from ₹145, up 6.9%. This is the third price hike for Surf Excel Bar this year. The 200 gm x 4 bundle was earlier priced at ₹135, then increased to ₹145 and now ₹155, taking the cumulative increase to 14.8%, or ₹20. Surf Excel is positioned in HUL's premium laundry portfolio. Meanwhile, Surf Excel Quick Wash 1 kg was raised to ₹245 from ₹235, up 4.3%, while the 500 gm pack increased to ₹123 from ₹118, up 4.2%. This is the second price hike for Surf Excel Quick Wash this year, with the 1 kg pack moving from ₹230 to ₹235 and now ₹245, representing a cumulative increase of 6.5%.
HUL increased the price of Rin Ala 500 ml to ₹95 from ₹90, a 5.6% hike, marking the first price increase for Rin Ala this year. In the Rin powder category, the 1 kg pack is now priced at ₹123 versus ₹120, up 2.5%, while the 500 gm pack has increased to ₹63 from ₹61, up 3.3%. This marks the second price hike for Rin Powder this year, following an earlier increase from ₹117 to ₹120 in July. The 1 kg pack saw a price rise of ₹3 from ₹117 to ₹120 in July, and it was again increased this time by ₹3. Rin is positioned in HUL's mass-premium segment between Wheel and the higher-value Surf Excel portfolio.
The price increases come amid continued pressure on input costs, with palm oil prices remaining elevated by around 20-30% according to industry checks, amid higher crude oil prices and Middle East tensions. Packaging costs have also increased sharply, with industry sources indicating an increase of around 50%. Detergents are a significant contributor to HUL's business, accounting for 25-30% of the company's revenue, while the category operates at around 18% EBIT margins. The company had earlier indicated it would undertake selective price increases to manage input-cost pressures, starting price hikes in select categories from April following the escalation in Middle East tensions. HUL did not respond to NDTV Profit's queries on the latest price increases, citing the company's silent period.
