An enhancement in the excited state proton transfer (ESPT) processes of coumarin-102 (C-102) dye was observed upon addition of salicylic acid and hydrochloric acid in sodium dodecyl sulfate (SDS) micellar solution. The phenomenon was observed only in the micellar medium of anionic surfactant SDS and not in case of cationic (CTAB) or neutral (Trition X -100) surfactants. ESPT of C-102 was also observed in aqueous solutions but on addition of very high concentrations of hydrochloric acid. However, on comparing the ratio of the protonated species from the emission spectra in the presence and absence of SDS micelle, a conclusive estimation of the local proton concentration at the Stern layer of SDS micelles could be evaluated.