ABC Deterjan

What ABC Deterjan does

ABC Deterjan Sanayi ve Ticaret A.Ş. is a Turkish chemical manufacturer specializing in household cleaning and personal care products, founded in 1972 in Osmaniye (originally as Başer Kimya) and headquartered in Istanbul (Beykoz/Kavacık). The company operates five vertically integrated production facilities on an 85,000 m² footprint in Osmaniye's Bahçe district, covering powder detergent, chemical semi-finished goods, liquid detergents, cosmetics, and in-house bottle production (8 machines, 100+ molds). Production processes include constant process for powder detergent, batch process for liquid products, and full automation for chemical semi-finished goods, with water drawn from approximately 110 meters depth, demineralized, and UV-treated for microbiological purification.

The product portfolio spans laundry care (powder and liquid detergents, concentrated softeners with perfume capsule technology), dish care (liquid dishwashing detergents), hard surface care (surface cleaners, glass cleaners, bleaches, cream cleaners, spray products), and liquid hand soaps. Proprietary formulation technologies include enzyme-based color protection, magic perfume capsules delivering up to 15 weeks of fragrance, odor removal during ironing, and Active Gel Power for low-temperature stain removal. The company markets three brands: ABC (flagship), the budget sub-brand Çiçeğim, and HAIR2000 for hair care, and holds ISO 9001 and ISO 27001 certifications. Distribution runs through traditional Turkish retail, the company's own e-commerce storefront, and regional export channels including Iraq, supported by downloadable product catalogues and active social media presence on Facebook, Instagram, and TikTok. Revenue is generated through consumer packaged goods sales across all categories; no public pricing or revenue figures are disclosed.

Name

ABC Deterjan

Legal name

ABC Deterjan Sanayi ve Ticaret A.Ş.

Website

https://abcdeterjan.com.tr

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Turkish detergent and cleaning products manufacturer founded in 1972, operating five vertically integrated facilities in Osmaniye and producing laundry, dish, surface, and personal care products under the ABC, Çiçeğim, and HAIR2000 brands for domestic retail, e-commerce, and export customers.

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA)

akta.pro secondary industries

Fabric Softeners & Conditioners (Liquid, Sheets, Beads) (CRADAKAB), Dishwashing Products (Hand Dish Soap, Automatic Dishwasher Detergents, Rinse Aids) (CRADAKAF), Delicates & Specialty Fabric Wash (Wool, Silk, Baby) (CRAJAAAG), Intimate & Personal Hygiene Washes (CRABAEAF)

Keywords

• Laundry detergents
• Fabric softeners
• Dishwashing liquids
• Hard surface cleaners
• Liquid hand soaps

Headquarters

HQ city

Istanbul

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Consumer Cleaning Products Sales: ABC Deterjan generates revenue through the sale of consumer cleaning and personal care products including laundry detergents, fabric softeners, dishwashing liquids, surface cleaners, and liquid soaps. Products are sold through direct e-commerce and retail distribution channels.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

ABC Deterjan manufactures and sells consumer home-care products, including powder and liquid laundry detergents, fabric softeners, dishwashing liquids, hard-surface cleaners, bleaches, spray cleaners, and liquid hand soaps. It also owns the HAIR2000 personal-care brand and operates the Çiçeşim sub-brand, while manufacturing chemical semi-finished goods and bottles that support its finished cleaning-products portfolio.

Product overview

ABC Deterjan is a Turkish home care and personal care products manufacturer offering a diversified portfolio organized into four main product categories: Laundry Care (powder detergents, liquid detergents, hand wash products, fabric softeners including concentrated perfume softeners), Dish Care (liquid dishwashing detergents), Hard Surface Care (surface cleaners, glass cleaners, bleach products, spray & wipe products, liquid cream cleaners), and Liquid Soaps. The company operates multiple brands including the primary ABC brand, the HAIR2000 hair care brand, and the budget-focused Çiçeğim sub-brand. Products are sold across various price points and scent profiles, with specialized variants for different fabric types, cleaning needs, and fragrance preferences.

Differentiator

Problem solved

Functional benefit

Brands

• ABC Matik: Powder laundry detergent line for automatic washing machines, available in variants including Beyazlar & Renkliler, Canlı Renkler, Parlak Beyazlar, and Sık Yıkananlar.
• ABC Parfumia
• ABC Soft
• ABC Sıvı Performans
• Çiçeğim

Products and services

• ABC Matik Powder Laundry Detergent Powder detergent for automatic washing machines, available in variants for whites, whites and colors, vivid colors, and frequently washed items. Its formula supports low-temperature performance, stain removal, and odor elimination.
• ABC Hand Wash Powder Detergent Powder laundry detergent formulated for hand washing, with magic perfume capsules for fragrance. It is available in Soda Effective, Rose Passion, and Lavender Freshness variants.
• ABC Liquid Laundry Detergent Liquid laundry detergent with specialized formulas for colors, blacks, easy ironing, stain removal, and delicate or wool fabrics. It provides cleaning performance and color protection.
• ABC Sıvı Performans Liquid Performance Detergent High-performance liquid laundry detergent using Active Gel Power technology for cleaning at low temperatures. It is available in whites and whites-and-colors variants.
• ABC Soft Fabric Softener Fabric softener that adds softness and fragrance to laundry and is offered in multiple scent variants, including hypoallergenic and dye-free options.
• ABC Parfumia Concentrated Perfume Softener Concentrated fabric softener with magic perfume capsules that provide fragrance for up to 15 weeks. Enzyme technology helps protect colors and fabric textures, and the line includes multiple scents and sensitive or easy-iron variants.
• ABC Dishwashing Liquid Dishwashing liquid for cleaning dishes, plates, and kitchenware, offered in Orange, Power, Lemon, and Apple scents. Its formula is designed for effective grease removal and spotless cleaning.
• ABC Hard Surface Cleaner Multi-surface household cleaner with an anti-dusting formula intended to clean without leaving marks. It is available in multiple scents, including Spring Passion, White Pearl, Magic Garden, Purple Flowers, and Pink Bouquet.
• ABC Glass Cleaner Glass and surface cleaner with a 3-in-1 effect that cleans, shines, and leaves no marks. It is available in regular and lemon variants, does not scratch surfaces, and does not require rinsing.
• ABC Spray & Wipe Spray cleaning product offered in kitchen and bathroom variants. The kitchen formula targets grease and tough dirt, while the bathroom formula targets lime scale and tough dirt.
• ABC Liquid Cream Cleaner Cream cleaner for tough stains on household surfaces, offered in Ammoniac and Lemon variants. It is designed to provide hygiene and leave no marks after rinsing.
• ABC Bleach Bleach for laundry and household cleaning. The laundry variants provide whiteness with a protective formula, while household variants are intended for tiles, vinyl, bathtubs, washbasins, and ceramic surfaces in Anti-Stain, Maximum Protection, and White & Bright formulas.
• ABC Ultra Bleach Ultra-concentrated bleach with a thick viscosity and Effective Protection System for strong hygiene performance. It is offered in Pure White, Carbonate, Lemon Power, Power of Hygiene, and Mountain Freshness variants.
• ABC Liquid Soap Liquid hand soap formulated without parabens and enriched with natural extracts. It has a moisturizing formulation designed to clean the skin without drying it and is available in multiple scented variants.

Quantifiable outcome

• Odor removal technology eliminates hidden bad odors during ironing (sweat, food, moisture, humidity)
• +2 more outcomes

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Hayat Kimya: Major Turkish manufacturer of detergents, cleaning products, personal care, and hygiene products with extensive domestic and international presence. Directly comparable as a vertically integrated Turkish CPG producer competing in laundry, dish, and surface care categories.
• Evyap: Turkish personal care and cleaning products manufacturer producing soaps, detergents, and household cleaners under brands like Dove (licensed), Activex, and Arko. Direct competitor in laundry detergents and household cleaning categories in Turkey and export markets.
• Dalan Kimya: Turkish manufacturer of bar soaps, liquid soaps, detergents, and personal care products with significant domestic market share. Direct competitor in personal wash and detergent categories with similar product breadth and Turkish market focus.

Broad incumbents

• Henkel: Global leader in laundry and home care products with brands like Persil, Bonux, and Vernel. Competes with ABC in Turkey and regionally but operates globally with substantially larger R&D and marketing resources across all CPG categories.
• Procter & Gamble: Global CPG giant with extensive laundry (Ariel, Tide) and home care (Mr. Proper, Fairy) portfolios. Dominant multinational competitor in the Turkish cleaning products market with significant brand investment and distribution scale.
• Unilever: Multinational CPG company with major presence in laundry detergents (Omo, Skip), dishwashing (Sunlight), and surface cleaners (Cif, Domestos). Competes across all of ABC's core categories with globally recognized brands.
• Reckitt Benckiser: Global household products company specializing in cleaning (Cillit Bang, Finish) and personal care. Operates in similar product categories with strong brand portfolios and global distribution infrastructure.
• SC Johnson: Family-owned global cleaning products manufacturer with brands including Mr. Muscle, Pledge, and Kiwi. Competes in hard surface care and household cleaning segments where ABC operates.

Regional players

• Eczacıbaşı Yapı Gereçleri (VitrA/Eczacıbaşı Group): Large Turkish conglomerate with consumer products divisions. Comparable as a major Turkish diversified CPG and industrial group competing across multiple household categories, though more diversified beyond cleaning products.

Others

• Yıldız Holding: Turkish conglomerate controlling Godiva, Ülker, and other consumer brands. Indirectly comparable as a Turkish diversified CPG platform; relevant for understanding scale dynamics and potential M&A backdrop for mid-sized Turkish CPG manufacturers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCP7sWaywMAg7RLFGtd6izCw/videos
• Facebookfacebook.com/abc.temizliginabcsi?fref=ts
• Instagraminstagram.com/temizliginabcsi/?hl=tr
• TikToktiktok.com/@abcdeterjan?refer=creator_embed
• Xx.com/abctemizligi

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ABC Deterjan