Abstract: A heavy duty alkaline liquid surfactant concentrate is prepared by combining a liquid water-soluble non-ionic surfactant with a minor proportion of a liquid water-soluble ethanolamine salt of an anionic surfactant containing carboxylic or phosphoric radicals as the anionic groups, and a concentrated aqueous solution of potassium or ammonium hydroxide. The concentration of the hydroxide permits the surfactant concentrate to be highly diluted while limiting the initial amount of water in the surfactant concentrate to not over 10%. The formulation is useful on dilution with water and/or organic solvents as a cleaner, degreaser, wax stripper, and for other heavy duty detergent and cleaning purposes.