Read on to uncover insights into the formulation process and the technology that makes this detergent stand out in fast-paced laundry routines.
- Q1: What inspired the launch of Surf excel Matic Express?
The launch of Surf excel Matic Express was driven by a deep understanding of evolving consumer needs. Our research revealed that convenience is one of the most significant unmet needs in the laundry category today—especially among affluent, modern households. While their laundry expectations of care and fragrance grow, so does the need for speed and ease. Consumers want it all—without compromise. Matic Express is our intuitive response—a platform designed to deliver evolved laundry needs with speed, perfectly aligned with the fast-paced rhythm of modern life.
- Q2: Why can’t you just use conventional detergents on short cycles?
Short wash cycles present distinct technical challenges that differ significantly from standard wash programs. Our consumer behaviour analysis reveals that garments washed in these cycles are typically composed of synthetic fabrics and are often worn during high-activity periods. These items tend to accumulate sweat, unpleasant odours, and light daily soils, necessitating a targeted cleaning approach.
One of the most critical issues is sweat-related staining and odour retention. If not effectively removed during the initial wash, sweat residues can accumulate within fabric fibres, leading to persistent yellow discoloration and long-term malodour. To address this, our formulation incorporates Pro-S Technology, which combines advanced malodour removal with optimised formulation technologies to ensure effective removal of sweat and associated soils from the first wash.
- Q3: So how is Surf excel Matic Express different?
Our Surf excel Matic Express includes advanced detergent and fragrance technologies to solve consumer pain points in quick wash cycles. Our product is enriched with different polymer technologies designed by experts after many years of research and development work to tackle quick wash stains, like dust, office grime and invisible dirt like sweat.
Our extraordinary fragrance is designed with luxury ingredients that not only deliver a wide range of olfactive experiences but are also enriched with ingredients for great performance in quick wash conditions. Additionally, it removes malodour from fabrics using malodour counteracting technology. Overall, with Surf excel Matic Express, we offer a new, end-to-end laundry experience for quick wash cycles.
- Q4: How did we address the fragrance and malodour issues?
Our fragrances are designed for a unique and long-lasting performance delivery in quick wash. The molecules structuring the whole fragrance are selected for a performance in quick wash with wide range of luxury olfactive ingredients that not only delivers a long-lasting extraordinary experience at different wash-to-wear stages but also includes technology to tackle malodours.
- Q5: What impact will the product have in the day-to-day life of a consumer?
Surf excel Matic Express is poised to redefine convenience in premium laundry. As consumers juggle faster lifestyles and evolving laundry needs, this product delivers quick, top-performance wash results that fit seamlessly into modern routines. More than just a detergent, it’s a modern lifestyle enabler, helping consumers do more in less time, without compromising on performance.
- Q6: Why has the brand partnered with Indian pace icon Jasprit Bumrah?
Jasprit Bumrah perfectly embodies the core promise of speed and precision. Just like Bumrah delivers fast, impactful results on the field, Surf excel Matic Express delivers fast, powerful performance in the machine. It’s a natural fit where speed meets performance.