A household name, Surf Excel is known for the famous tag-line ‘Dirt is Good’, which is an articulation of the belief that for children to develop and grow to their full potential, they must be free to experience life for themselves. Experts agree that child development comes from participating and getting involved in the world around them. Children learn the most when they experiment, discover, create and explore the world on their own, and if in the process they get dirty, it will all come out in the wash. Surf Excel liberates both children and mother alike from the fear of dirty clothes and offers them the assurance of sparkling clean laundry no matter how tough the stains.