Fena

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.

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

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

• FMCG manufacturing
• Fabric care products
• Home care products
• Personal care products
• Dishwashing products

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels8 records

Marketing channels8 records

Core 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

Named customers13 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

15 partnerships are on record, tiered minor and core.

• FICCI (Federation of Indian Chambers of Commerce & Industry)minorOthersFena 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)minorOthersFena holds membership in PHDCCI, contributing to industry policy discussions and business networking.
• CII (Confederation of Indian Industry)minorOthersFena is a member of CII, participating in industry initiatives and policy advocacy.
• CHEMEXILminorOthersFena is a member of CHEMEXIL, the chemical and chemical export promotion council, supporting international trade activities.
• AdharshilacoreStrategic or Co-development PartnerCSR 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.
• NIITminorStrategic or Co-development PartnerKnowledge partner for computer and soft skill training programs at Fena CSR centers.
• MasterG and Daughters (P) LimitedminorStrategic or Co-development PartnerKnowledge partner for Apparel Design & Fabrication training at Fena CSR centers.
• Cure International India TrustminorStrategic or Co-development PartnerCSR partner for supporting treatment of club foot for newborn babies at Safdarjung Hospital, Delhi.
• Multiple Sclerosis Society Of IndiaminorStrategic or Co-development PartnerCSR partner for providing health and hygiene kits to members.
• National Association for the BlindminorStrategic or Co-development PartnerCSR partner for supporting education and welfare of visually impaired individuals.
• The Akshaya Patra FoundationminorStrategic or Co-development PartnerCSR partner supporting mid-day meal programs for underprivileged children.
• The Earth Saviours FoundationminorStrategic or Co-development PartnerCSR partner for supporting old age homes in Delhi and Gurugram.
• SHEOWSminorStrategic or Co-development PartnerCSR partner for supporting old age homes in Delhi and Gurugram.
• Dr. Shroff's Charity Eye HospitalminorStrategic or Co-development PartnerCSR partner for supporting cataract surgeries in Delhi.
• Romil Sewa SansthanminorStrategic or Co-development PartnerCSR partner for supporting education for children in New Delhi.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct 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

• Xx.com/fenahilena
• YouTubeyoutube.com/FenaHiLena
• Facebookfacebook.com/FenaHiLena
• LinkedInlinkedin.com/company/fena-private-limited
• Instagraminstagram.com/fenahilena

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Fena