Which laundry brands do AI assistants recommend in India? Q4 2026
In India, AI assistants most often recommend Surf, Vanish and Ariel for laundry. Surf is named by 4 of 5 assistants.
What the data says
Surf (Unilever) is the laundry brand AI assistants recommend most in India, taking 17.7% of all recommendation points across 5 assistants. Vanish follows with 11.7% and Ariel is third with 11%.
Surf's lead over Vanish is 6 points, a clear advantage in how AI shortlists the category.
ChatGPT, DeepSeek, Gemini and Grok put Surf first, while Claude favours Downy.
The top five brands hold 60% of recommendations out of 29 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Surf | Unilever | 17.7% | 72 | – | 67 | 47 | 80 |
| 2 | Vanish | Reckitt | 11.7% | 35 | 35 | 35 | 35 | 35 |
| 3 | Ariel | Procter & Gamble | 11% | 53 | 25 | 25 | 25 | 37 |
| 4 | Comfort | Unilever | 11% | 35 | 25 | 35 | 35 | 35 |
| 5 | Tide | Procter & Gamble | 8.5% | 28 | 20 | 20 | 20 | 40 |
| 6 | Downy | Procter & Gamble | 7.3% | – | 35 | 25 | 25 | 25 |
| 7 | Rin | Unilever | 6.4% | 24 | – | 32 | 32 | 8 |
| 8 | OxiClean | Church & Dwight | 3.3% | – | 25 | 25 | – | – |
| 9 | OMO | Unilever | 2.3% | – | 35 | – | – | – |
| 10 | Shout | SC Johnson | 1.9% | – | 20 | – | 8 | – |
| 11 | Ujala | Jyothy Labs | 1.7% | 25 | – | – | – | – |
| 12 | Ala | Procter & Gamble | 1.7% | – | – | – | 25 | – |
| 13 | Indian | Generic | 1.6% | – | 24 | – | – | – |
| 14 | Handy | Handy | 1.6% | – | 24 | – | – | – |
| 15 | Godrej | Godrej | 1.3% | 20 | – | – | – | – |
| 16 | Safewash | Independent | 1.3% | – | – | – | 20 | – |
| 17 | Snuggle | Henkel | 1.3% | – | – | 20 | – | – |
| 18 | Lenor | Procter & Gamble | 1.3% | – | 20 | – | – | – |
| 19 | Wheel | Unilever | 0.8% | – | – | – | – | 12 |
| 20 | Softlan | Kao | 0.8% | – | – | – | – | 12 |
Questions about AI laundry recommendations
- Which laundry brand does ChatGPT recommend most in India?
- ChatGPT recommends Surf most often for laundry in India. Across all assistants, Surf leads with 17.7% of recommendations.
- Which laundry brand is improving fastest in India?
- Vanish has the strongest momentum among challengers: AI names it first in 5 of 5 answers where it appears, while holding 11.7% share. This is the first Q4 2026 reading; change over time will be shown from the next update.
- How is the ranking calculated?
- We ask each AI assistant the questions shoppers ask in each category and market, record the top five brands it names, and give 35, 25, 20, 12 and 8 points for positions one to five. Share is a brand's points divided by all points awarded.
Laundry: AI rankings by country
Covers: Detergent, Softener, Stain Removers.
Method: each AI assistant is asked the shopper questions for every segment in the category and market; the top five brands named score 35, 25, 20, 12 and 8 points. Share is a brand's points divided by all points awarded. Rankings reflect AI answers, not sales.
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