Hindustan Unilever Ltd.

FMCG major, Hindustan Unilever is planning to introduce the country's first liquid laundry detergent, as it expects that affluent consumers will pay a premium for a product that promises to make their laundry chore easier. The company will offer the Surf Excel Liquid at Rs 230 for a litre, which will be the most expensive daily use detergent product.

At present, HUL also owns other detergent brands such as Rin and Wheel and also accounts for more than two-thirds of the US detergent market. With this new product, the consumer product major hopes to get Indian consumers switch to liquid detergent the same way its parent Unilever did more than two decades ago in the US. With this initiative, the company aims to improve margins.