Hindustan Unilever (HUL) has increased prices across its detergent and personal care brands during October and November 2026. The latest HUL price hikes affect Surf Excel, Rin, Wheel, Dove and Pears products. Several packs now cost between 1.6% and 20% more, as rising raw material and packaging costs push the company to adjust prices.

According to NDTV Profit's market checks, the sharpest increases affect smaller detergent bars. A 130g Surf Excel bar and a 250g Rin bar now cost Rs. 30 each. Both products previously sold for Rs. 25, marking a 20% increase. The changes also extend to larger packs and personal care products.

The 250g Surf Excel bar now costs Rs. 50, compared with its earlier price of Rs. 45. Its latest increase stands at 11.1%, taking the total price rise to 19% across two revisions. The 200g four-bar Surf Excel pack also increased by 9%, reaching Rs. 169 from Rs. 155.

Rin and Wheel detergent products have also become more expensive for regular buyers. The 1kg Rin powder pack now costs Rs. 125, compared with its earlier price of Rs. 123. Meanwhile, the 2kg Wheel powder pack increased to Rs. 170 from Rs. 156, marking a 9% rise. Its cumulative price increase has reached 23.2% after multiple revisions.

The 4kg Wheel powder pack now costs Rs. 324, up from its previous price of Rs. 300. HUL has also revised prices across its personal care brands, including Dove and Pears. The 50g Dove soap bar now costs Rs. 26, while the 100g bar costs Rs. 62. Pears 100g soap has also increased to Rs. 54 from Rs. 52.

Rising production costs remain a major reason behind these price changes. Industry estimates show palm oil prices have increased by around 20% to 30%. Packaging costs have also climbed by nearly 50%, adding pressure on consumer goods companies.

HUL Chief Executive Officer Priya Nair explained the company's pricing approach during its second-quarter earnings discussion. She said, "We do calibrated price increases only to cover the absolute impact of the higher cost."

The company had already increased prices across its portfolio by an average of 7.5% during July to September. The latest revisions show that HUL continues to adjust prices as input costs remain high.

Higher prices could affect household spending, particularly for families purchasing detergents and soaps regularly. Detergents contribute around 25% to 30% of HUL's revenue, making the category important to its business.

The company aims to manage rising costs while maintaining sales and customer demand. However, repeated price increases could encourage shoppers to consider cheaper brands and alternative products.

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