Fena
Fena Private Limited, founded in 1976, is an Indian FMCG manufacturer of mass-market Fabric Care, Home Care, and Personal Care products, operating 8 manufacturing plants and distributing through 4,500+ distributors across India and 26 export countries.
- Company typePrivate
- Founded1976
- HeadquartersNew Delhi, India
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fena does
Fena Private Limited, founded in 1976 as a first-generation entrepreneurial venture, is an Indian FMCG manufacturer headquartered in New Delhi that produces mass-market Fabric Care, Home Care, and Personal Care products under a multi-brand portfolio. Core products span detergent powders and bars (Fena Detergent Powder, Fena Detergent Cake, Fena Powermax Premium, Impact Wash Detergent Powder, Impact Wash Premium Detergent Bar), dishwash bars/powders/gels and floor/toilet cleaners (NIP, COP), and soaps, handwash, and sanitizer (Famus). The company's product technology relies on chemical-formulation differentiators such as Germi-Clean Action, 5X Stain Remover Technology with Essential Lemon Oil, Stain Fighter Technology with multi-color active granules, and 4-Way Power Action cleaners, supported by 8 owned manufacturing facilities with High Quality Management Systems. The Fena brand claims 50+ years of consumer presence and is rated as one of India's most trusted brands by Economic Times Brand Equity, with 76% TFM Grade 1 certification on its Famus beauty soap.
Fena's business is the unit-pricing sale of packaged FMCG goods across multiple go-to-market channels: a deep general trade network of 4,500+ distributors reaching 36 Indian states and union territories; direct institutional sales to government cooperatives (Kendriya Bhandar, CSD, KPKB), Haryana Agro Industries, and HORECA buyers; modern trade partnerships with Reliance, DMart, Future Group, Aditya Birla Retail, and Metro; e-commerce and quick commerce listings on Flipkart, Blinkit, Swiggy Instamart, CityMall, and Dealshare; and a dedicated International Division exporting to 26 countries. Pack sizes span mass-market affordability thresholds from 12g sachets to 5kg, with sub-₹85/kg positioning in the detergent category.
Fena employs 1,800+ people, including 900+ sales and marketing professionals, and remains a privately held, family-controlled business with no disclosed external investors, subsidiaries, or capital structure. Leadership comprises Managing Director Dalip Jolly, Joint Managing Director Pradeep Jolly, and Director Varun Jolly, with no publicly disclosed revenue.
Fena firmographics
Firmographics- Name
- Fena
- Legal name
- Fena Private Limited
- Website
- https://fena.com
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Fena Private Limited, founded in 1976, is an Indian FMCG manufacturer of mass-market Fabric Care, Home Care, and Personal Care products, operating 8 manufacturing plants and distributing through 4,500+ distributors across India and 26 export countries.
- Ownership category
- akta.pro rank
Fena industry classification
Industry- Product category
- Household FMCG Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
Keywords
Where Fena is headquartered
LocationHeadquarters
- HQ city
- New Delhi
- HQ country
- India
- HQ region
- Asia
Offices5 records
Markets served
Fena business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Domestic FMCG Sales: Revenue from manufacturing and selling Fabric Care (detergents), Home Care (dishwash, floor cleaners, toilet cleaners), and Personal Care (soaps, hand washes, sanitizers) products to Indian consumers through distributors, retail stores, and e-commerce platforms.
- International Exports: Revenue from exporting Fabric Care, Home Care and Personal Care products to over 26 countries through the dedicated International Division with over 40 years of export experience.
- Institutional/Government Sales: Revenue from supplying products to government cooperative societies (Kendriya Bhandar, CSD, KPKB), institutional buyers, and HORECA (Hotels, Hospitals, Offices, Restaurants, Caterers) customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Various pack sizes for mass market accessibility |
| Transaction based/ take rate | Pay-as-you-go | Distributor pricing for redistribution stockists |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels8 records
Fena product offering
Product offeringCore offering
Fena manufactures and sells Fabric Care (detergent powders, detergent cakes, premium detergent bars), Home Care (dishwash bars, dishwash powders, dishwash gels, floor cleaners, toilet cleaners), and Personal Care (perfume beauty soaps, liquid hand washes, hand sanitizers) products under brands including Fena, NIP, COP, Famus, Impact Wash, and Powermax. It produces these at its 8 in-house manufacturing facilities and distributes them across India through 4500+ distributors and exports to 26 countries.
Product overview
Fena is an Indian FMCG company founded in 1976, offering a diversified portfolio of Fabric Care, Home Care, and Personal Care products. The Fabric Care range includes detergent powders (Fena Detergent Powder, Fena Powermax Premium, Fena Impact Wash) and detergent bars (Fena Detergent Cake, Impact Wash Premium). The Home Care portfolio features NIP dishwashing products (bars, powder, gel) and COP cleaning solutions (floor and toilet cleaners). Personal Care offerings include Famus Perfume Beauty Soaps in multiple fragrances, Famus Liquid Handwashes in various variants, and Famus Hand Sanitizer. The company also operates an International Division exporting products across 26 countries, and serves institutional buyers including government cooperatives, modern trade stores, and HORECA customers.
Differentiator
Problem solved
Functional benefit
Brands
- Fena (Fabric Care): Detergent powders and bars including Fena Detergent Powder, Fena Detergent Cake, Fena Powermax Premium Detergent Powder, Impact Wash Detergent Powder, Impact Wash Premium Detergent Bar
- NIP
- COP
- Famus
- Impact Wash
Products and services
- Fena Detergent Powder Advanced deep cleaning detergent powder with Jasmine & Rose fragrance, optical brighteners for dazzling whiteness, and powerful stain removal for both hand wash and machine wash, aimed at Indian households for everyday laundry.
- Fena Detergent Cake Premium detergent bar with Rose & Chandan fragrance, active ingredients for tough dirt and stain removal, and optical brighteners for dazzling whiteness, rated No. 1 Quality Detergent Bar in lab testing by i3RC Insights.
- Fena Powermax Premium Detergent Powder Premium detergent powder with Stain Fighter Technology for deep cleaning and superior stain removal, featuring blue, green, and pink active cleaning needles and multi-color granules, effective in both hard and soft water conditions.
- Fena Impact Wash Detergent Powder India's first Complete Washing Solution with 5X Stain Remover Technology and Essential Lemon Oil, providing Super Whiteness and Effective Stain Removal while protecting colors for Indian household laundry.
- Impact Wash Premium Detergent Bar Premium detergent bar powered by 5X Stain Remover Technology and Lemon Oil Essence for effortless washing with long-lasting freshness in Indian households.
- NIP Mahabar Dishwash Bar Dishwash bar with natural lemon oil for superior cleaning power to remove oil and grease from utensils, featuring a 100% vegetarian formula.
- NIP Mahabar Dishwash Maha Tub Large-size dishwash bar with natural lemon oil, 100% vegetarian formula that removes germs and provides superior cleaning for all utensil types in Indian households.
- Nip Nature & Shakti Dishwash Powder Dishwash powder with lemon, Chandan & Neem fragrance that cleans oil and grease while removing invisible germs from utensils.
- Nip Active Dishwash Gel Dishwash gel with Germi-Clean Action that cleans oil and grease while removing invisible germs from cooking and eating utensils for Indian kitchens.
- Cop Floor Cleaner Floor cleaner with 4-way power action: kills 99.9% germs, removes tough stains, provides extra glossy shine, and leaves a fresh floral fragrance.
- Cop Toilet Cleaner Toilet cleaner with a penguin-shaped bottle neck for 4-way power action: kills germs, removes yellow stains, provides extra shine, and fresh fragrance for household bathroom cleaning.
- Famus Perfume Beauty Soap Grade 1 toilet soap with 76% TFM enriched with glycerin for moisturizing effect, available in Rose, Sandal, Jasmine, and Lemon fragrances for personal bathing needs.
- Famus Liquid Handwash Liquid handwash providing gentle, moisturizing protection from germs, leaving hands soft and supple, available in Rose Mystic, Total Hygiene, Nature's Delight, and Lemon Fresh variants for household hand hygiene.
- Famus Hand Sanitizer Dry-clean hand sanitizer that kills 99.9% of common germs, leaving hands clean, soft, and smooth without water or soap for on-the-go hand hygiene.
Quantifiable outcome
- 99.9% germ kill effectiveness for cleaning products (e.g., Cop Floor Cleaner, NIP dishwash)
- +2 more outcomes
Companies that use Fena
Customer profileNamed customers13 records
Segments7 records
Ideal customer profiles4 records
Fena technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Fena partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered minor and core.
- FICCI (Federation of Indian Chambers of Commerce & Industry)minorFena is a member of FICCI, one of India's premier industry chambers, providing networking, advocacy, and industry representation benefits.
- PHDCCI (PHD Chamber of Commerce and Industry)minorFena holds membership in PHDCCI, contributing to industry policy discussions and business networking.
- CII (Confederation of Indian Industry)minorFena is a member of CII, participating in industry initiatives and policy advocacy.
- CHEMEXILminorFena is a member of CHEMEXIL, the chemical and chemical export promotion council, supporting international trade activities.
- AdharshilacoreCSR partner for skill development programs including Computer Training, Soft Skill & Personality Development, and Apparel Design & Fabrication at Fena-supported centers in Delhi (Harkesh Nagar, Kalkaji, Tigri). Knowledge partner NIIT for computer training.
- NIITminorKnowledge partner for computer and soft skill training programs at Fena CSR centers.
- MasterG and Daughters (P) LimitedminorKnowledge partner for Apparel Design & Fabrication training at Fena CSR centers.
- Cure International India TrustminorCSR partner for supporting treatment of club foot for newborn babies at Safdarjung Hospital, Delhi.
- Multiple Sclerosis Society Of IndiaminorCSR partner for providing health and hygiene kits to members.
- National Association for the BlindminorCSR partner for supporting education and welfare of visually impaired individuals.
- The Akshaya Patra FoundationminorCSR partner supporting mid-day meal programs for underprivileged children.
- The Earth Saviours FoundationminorCSR partner for supporting old age homes in Delhi and Gurugram.
- SHEOWSminorCSR partner for supporting old age homes in Delhi and Gurugram.
- Dr. Shroff's Charity Eye HospitalminorCSR partner for supporting cataract surgeries in Delhi.
- Romil Sewa SansthanminorCSR partner for supporting education for children in New Delhi.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Fena competitors and assessment
Company assessmentDirect peers
- Jyothy Labs: Indian FMCG company best known for Ujala fabric whitener and Henko detergents; directly comparable to Fena as a multi-category mass-market detergent, dishwash, and home/personal care manufacturer with pan-India distribution and a similar three-pillar structure.
- CavinKare: Indian private FMCG company with personal care, dairy, and foods businesses (Chik shampoo, Fairever, Meera, Nyle). Comparable to Fena as a private, multi-category Indian FMCG challenger operating across personal care and home care with a similar diversified portfolio approach.
- RSPL Group (Ghadi Detergent): Privately held Indian FMCG company behind Ghadi detergent and other mass-market home/personal care brands. Comparable to Fena as a private, family-influenced mass-market detergent player competing in the same ₹85/kg price band.
- Wipro Consumer Care & Lighting (Wipro Enterprises): India-focused FMCG arm of Wipro Enterprises with leading detergent and personal care brands (Santoor, Chandrika, Glucon-D). Highly comparable to Fena in product mix, mass-market positioning, and Indian distribution focus.
- Rohit Surfactants Private Limited: Privately held Indian manufacturer of detergents, soaps, and cleaners. Closely comparable to Fena as a private, multi-category home and personal care manufacturer with a similar mass-market GTM and distribution structure, though specific public financials are limited.
Broad incumbents
- Marico: Listed Indian FMCG major in hair care (Parachute, Saffola), foods, and premium personal care. Adjacent overlap with Fena's personal care line but focused on hair care and premium/ayurveda positioning rather than mass-market detergents.
- Godrej Consumer Products: Listed Indian FMCG company with strong presence in personal care (Cinthol, Godrej No. 1, Expert) and home care. Comparable categories to Fena but at a much larger scale and with a more international footprint.
- Dabur India: Large listed Indian FMCG company with strong presence in personal care (Dabur Amla, Vatika, Fem), home care, and health products. Comparable in personal care and home care categories to Fena but at much larger scale and with a wider herbal/Ayurveda positioning.
- Hindustan Unilever: India's largest FMCG company and dominant player in detergents (Surf Excel, Wheel, Rin), dishwash (Vim), and personal care (Lux, Dove, Lifebuoy). Overlaps with Fena across virtually every category, but as a vastly larger, listed incumbent with a much broader portfolio.
- Procter & Gamble India: Indian arm of P&G competing in detergents (Tide, Ariel), cleaners, and personal care (Head & Shoulders, Pantene, Olay). Operates in the same categories as Fena but as a premium-incumbent portfolio player rather than a mass-market value brand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Fena social profiles
Digital presenceFena financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fena leadership team
Management profileNumber of profiles
Profiles5 records
Fena funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fena M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fena
What does Fena do?
Fena manufactures and sells Fabric Care (detergent powders, detergent cakes, premium detergent bars), Home Care (dishwash bars, dishwash powders, dishwash gels, floor cleaners, toilet cleaners), and Personal Care (perfume beauty soaps, liquid hand washes, hand sanitizers) products under brands including Fena, NIP, COP, Famus, Impact Wash, and Powermax. It produces these at its 8 in-house manufacturing facilities and distributes them across India through 4500+ distributors and exports to 26 countries.
Is Fena a public or private company?
Fena is a private company. It is classified as family owned and is currently operating.
When was Fena founded?
Fena was founded in 1976. It employs 1,001 to 5,000 people.
Where is Fena based?
Fena is headquartered in New Delhi, India, in the Asia region.
How does Fena make money?
Three revenue lines are on record. Domestic FMCG Sales are the primary driver. The others are international Exports and institutional/Government Sales.
Who are Fena's main competitors?
Direct peers on record are Jyothy Labs, CavinKare, RSPL Group (Ghadi Detergent), Wipro Consumer Care & Lighting (Wipro Enterprises) and Rohit Surfactants Private Limited. Broad incumbents are Marico, Godrej Consumer Products, Dabur India, Hindustan Unilever and Procter & Gamble India.
Does Fena have an API?
No public API is recorded for Fena.
What industry is Fena in?
Fena's product category is Household FMCG Products. Its primary akta.pro industry code is CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils). Its NAICS code is 32561 and its SIC code is 2840.