Mumbai: Hindustan Unilever Ltd (HUL) has raised prices across several detergent products in October, with Wheel, Surf Excel and Rin seeing increases across multiple pack sizes. The latest price hikes range from 2.2% to 7.1%, according to dealer checks cited by NDTV Profit.
Several products have now seen their second, third or even fourth price increase this year, indicating that HUL is making broader price adjustments across its laundry portfolio amid continued pressure on input costs.
Wheel Powder price rises again
HUL has increased the price of Wheel Powder 1 kg to ₹93 from ₹90, representing a 3.3% increase. The 500 gm pack has also become costlier, with its price rising to ₹47 from ₹46, a 2.2% increase.
This is the second price hike for Wheel Powder this year. The 1 kg pack was priced at ₹83 in May before being raised to ₹90 and then to the latest ₹93.
As a result, the price of the 1 kg Wheel Powder pack has increased by 12% year-to-date, or ₹10. Wheel is positioned as HUL’s mass-market detergent brand and primarily targets value-conscious consumers.
Surf Excel sees multiple price increases
Surf Excel has recorded some of the most frequent price revisions in HUL’s detergent portfolio this year.
The price of Surf Excel Easy Wash 1 kg has increased to ₹172 from ₹167, a 3% rise. The 500 gm pack has moved to ₹87 from ₹85, up 2.4%.
This is the fourth price increase for Surf Excel Easy Wash in 2026. The 1 kg pack has moved from ₹162 to ₹165, then ₹167 and now ₹172. Overall, that represents a 6.2% cumulative increase, or ₹10.
The 500 gm pack has seen a sharper rise. Its price has moved from ₹76 to ₹79, ₹81, ₹85 and now ₹87, amounting to a 14.5% cumulative increase, or ₹11.
HUL has also raised prices of Surf Excel detergent bars. The 250 gm bar now costs ₹45 compared with ₹42 earlier, a 7.1% increase. Meanwhile, the 200 gm x 4 bundle has risen to ₹155 from ₹145, an increase of 6.9%.
This is the third price increase for the Surf Excel bar this year. The 200 gm x 4 bundle was previously priced at ₹135 before rising to ₹145 and then ₹155. Its cumulative increase stands at 14.8%, or ₹20.
Surf Excel Quick Wash also becomes expensive
The company has raised prices of Surf Excel Quick Wash as well.
The 1 kg pack now costs ₹245 compared with ₹235 earlier, representing a 4.3% increase. The 500 gm pack has risen to ₹123 from ₹118, up 4.2%.
This is the second price increase for Quick Wash this year. The 1 kg pack has moved from ₹230 to ₹235 and now ₹245, resulting in a cumulative increase of 6.5%, or ₹15.
The 500 gm pack has increased from ₹115 to ₹118 and then ₹123, translating into a 7% cumulative rise, or ₹8. Quick Wash is part of HUL’s premium or higher-value Surf Excel portfolio.
Rin detergent prices revised
HUL has also increased prices across its Rin portfolio.
The price of Rin Ala 500 ml has increased to ₹95 from ₹90, a 5.6% rise. This is the first price increase for Rin Ala this year.
In the powder category, the 1 kg Rin Powder pack now costs ₹123 compared with ₹120 earlier, up 2.5%. The 500 gm pack has increased to ₹63 from ₹61, a 3.3% rise.
The latest increase marks the second price hike for Rin Powder this year. The 1 kg pack had earlier moved from ₹117 to ₹120 in July before reaching ₹123 now. Its overall year-to-date increase is 5.1%, or ₹6.
Rin occupies the mass-premium or mid-tier segment between HUL’s mass-market Wheel brand and premium Surf Excel portfolio.
Input costs behind price hikes
The latest price increases come amid continued pressure on raw material and packaging costs.
According to industry checks cited in the report, palm oil prices remain elevated by around 20–30%, partly amid higher crude oil prices and tensions in the Middle East. Packaging costs have also risen sharply, with industry sources indicating an increase of around 50%.
HUL had earlier indicated that it would undertake selective price increases to manage input-cost pressures. The company began raising prices in select categories from April following the escalation of tensions in the Middle East.
The detergent category is particularly important for HUL. Industry estimates cited by NDTV Profit suggest detergents contribute around 25–30% of the company’s revenue, while the category operates at around 18% EBIT margins.
The portfolio spans different consumer segments, with Wheel at the mass-market end, Rin in the mass-premium segment and Surf Excel positioned as the premium laundry brand.
HUL remains silent on latest increases
HUL did not respond to NDTV Profit’s queries regarding the latest price increases across Wheel, Surf Excel and Rin, citing the company’s silent period.
The repeated revisions across different brands and pack sizes suggest that the company is taking a broad-based approach to managing pricing rather than limiting increases to one particular segment.
For consumers, the latest changes mean higher prices across several commonly purchased detergent products. The impact will vary depending on the brand, pack size and product category, with some Surf Excel products recording particularly significant cumulative increases during the year.
The latest round of price hikes also highlights the continuing challenge for FMCG companies of balancing elevated input costs with consumer affordability and demand.