New Delhi, July 17 -- Hindustan Unilever Ltd (HUL), a market leader in India's fabric cleaning segment, has launched a new, premium washing liquid variant under its Surf Excel brand, targeting 5% users of liquid detergents to embrace its product.

The move comes as Surf Excel, already HUL's largest brand, surpassed Rs.10,000 crore in sales last fiscal year.

The launch reinforces a growing trend of consumer preference for premium products within the laundry market, where liquid detergents are growing four times faster than the overall laundry cleaning market.

The innovation, dubbed "Wonder Wash," was initially launched last year in the UK and China by HUL's British parent Unilever, citing a "seismic shift happening in the world of laundr...