Man rescued after cliff fall in Sydney

A man in his 30s who fell off a cliff in Sydney's east has been winched to safety by helicopter.

The Westpac Life Saver was called to Lurline Bay about 10.10am on Sunday and winched a crewman down to the man, who was being pounded against the rocks by heavy surf.

"He appears to have some very serious injuries," Westpac Life Saver spokesman Stephen Leahy told AAP.