Whirlpool of India Ltd., a manufacturer of washing machines, and Hindustan Unilever Ltd. announced a new marketing partnership for Surf Excel, the laundry brand of the prominent FMCG company. The agreement entails collaborative marketing efforts for both brands.
"Surf Excel's Stain Penetrating Power technology complements Whirlpool's 6th Sense Technology, ensuring removal of a variety of tough, dried-on stains. This synergy enables consumers to tackle stubborn stains effortlessly, saving time and effort in their daily laundry routine," a joint statement said on Wednesday.
The integration of innovative technologies from both brands will help in delivering superior fabric care, improving the daily laundry process, and resulting in an enhanced customer experience, it said.
The partnership aims to leverage the combined strengths of superior mechanical action, thermal action and chemical action to deliver expertise in the removal of stubborn stains, Whirpool's Vice President-Marketing Kumar Gaurav Singh said.
"Our goal is to provide convenience and innovation to households across India, making laundry routines easier and more effective," Srinandan Sundaram, executive director-home care at HUL, said.
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