It looks like Ariel, as a company, is using a marketing orientation strategy known as "segmentation".
This involves creating several brands under the "Ariel" umbrella, allowing the company to target consumers in different markets:
Premium = Ariel Ultramatic
Mid-range = Surf Excel Blue, Tide, Stain Champion
Mass market = Wheel, Fena, Nirma, Ghadi
You'll also notice that the branding of the products is tailored to the local market. More evidence of segmentation being used to achieve better market penetration.
