- In June 2024, Whirlpool India partnered with Hindustan Unilever to transform the laundry experience for Indian consumers. This collaboration integrates Whirlpool’s advanced washing machines with Surf Excel Matic Liquid Detergent, leveraging mechanical, thermal, and chemical action to deliver superior stain removal. The partnership includes joint marketing programs, product sampling, and educational initiatives, aiming to increase liquid detergent adoption and optimize home laundry routines. Whirlpool and Hindustan Unilever showcased this synergy in a new campaign, highlighting effortless stain removal and fabric care innovations
- In April 2024, Unilever PLC launched Wonder Wash, a short-cycle detergent under its Dirt Is Good brand (known as Persil, OMO, and Skip in different regions). Designed with Pro-S technology, this innovative formula features quick-acting components that enable efficient odor elimination, fabric preservation, and residue-free freshness in wash cycles as short as 15 minutes. Wonder Wash was developed at Unilever’s Port Sunlight R&D center, where scientists reconstructed traditional detergent formulations to optimize performance in cold and short washes. The product is expected to reshape the laundry market, which is projected to grow by 21% annually
- In April 2024, Procter & Gamble (P&G) recalled approximately 8.2 million bags of Tide, Gain, Ace, and Ariel liquid laundry detergent packets in the United States, along with 56,741 units in Canada. The recall was prompted by a packaging defect in the flexible film bags, where the outer packaging—designed to prevent access—could split open near the zipper track, posing a serious ingestion risk to children and vulnerable populations. While no confirmed injuries were directly linked to the defect, four reports of children accessing the detergent packets were recorded in the U.S., including three ingestion cases
- In December 2023, Godrej Consumer Products Ltd. introduced Godrej Fab Liquid Detergent, a fully dissolvable formula designed to reduce residue and enhance fabric care. This detergent is compatible with both semi-automatic and fully automatic washing machines, ensuring efficient stain removal while maintaining color vibrancy. Available in multiple pack sizes, Godrej Fab offers a fresh floral fragrance and is formulated for delicate fabrics such as cotton, linen, silk, and denim
- In November 2023, Hindustan Unilever partnered with TFL and Fertiglobe to pilot the production of near-zero emissions synthetic soda ash in India. This initiative utilizes green ammonia, produced using renewable hydrogen, and shifts boiler operations from coal to renewable energy sources such as cashew kernels. In addition, CO₂ emissions from the boilers are captured and reused in the manufacturing process, eliminating the need for externally sourced CO₂. The pilot aims to produce enough near-zero soda ash for approximately 6,000 tonnes of laundry powder, marking a significant step toward reducing greenhouse gas emissions in home care product
