National Detergent

Name

National Detergent

Legal name

The National Detergent Company SAOG

Website

https://ndcoman.com

Company type

Public

Founded year

1981

Operating status

Operating

Headcount range

501–1,000 employees

Short description

National Detergent Company SAOG manufactures and distributes branded soaps, detergents, disinfectants, and personal care products under its flagship Bahar brand across Oman and 50+ export markets, operating five manufacturing plants in Sohar, Ghala, and Rusayl.

Ownership category

akta.pro rank

Product category

Household Cleaning and Personal Care Products (FMCG)

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Chemical Manufacturing (325)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Miscellaneous Chemical Products (2890)

akta.pro primary industry

Laundry Detergents & Boosters (Liquid/Powder/PODS, Enzymes, Bleach Alternatives) (CRADAKAA)

akta.pro secondary industries

Industrial Alcohols & Glycols (Commodity Grade) (IMAEAAAK), Cleaning Chemicals & Disinfectants Distribution (CRAOAGAB)

Keywords

• Household cleaning products
• Laundry detergent manufacturing
• Fabric care products
• Dishwashing liquid production
• Personal care soaps

Headquarters

HQ city

Ruwi

HQ country

Oman

HQ region

Middle East

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Goods Manufacturing and Distribution: NDC manufactures and distributes a wide range of highly reputed and successful brands covering detergents powders, liquid detergents, soaps, shampoos, allied laundry aids, and household cleaners. Revenue is generated through product sales to retail channels and end consumers.
2. Sulphonation Division - LABSA: NDC has a Sulphonation division engaged in the business of manufacturing and selling LABSA (Linear Alkylbenzene Sulfonic Acid) to other manufacturers
3. Industrial & Institutional (I&I) Division: The I&I division caters to mainly the Oil & Gas and Construction industry, providing industrial cleaning solutions

Go-to-market motion1 record

Distribution channels7 records

Marketing channels6 records

Core offering

The National Detergent Company SAOG (NDC) manufactures and distributes a wide range of branded home and personal care products including detergent powders, liquid detergents, soaps, shampoos, fabric softeners, dish washing liquids, antiseptics, disinfectants, multipurpose cleaners, and hand sanitizers. The company operates five manufacturing units in Sohar, Ghala, and Rusayl Industrial areas in Oman and also runs a Sulphonation division producing LABSA and an Industrial & Institutional division serving the Oil & Gas and Construction sectors.

Product overview

The National Detergent Company SAOG (NDC) is a diversified FMCG company manufacturing and distributing a wide range of branded home and personal care products. The product portfolio is organized across five main segments: Fabric Care (detergent powders, liquid detergents, fabric softeners, bleach), Home Care (disinfectants, antiseptics, multipurpose cleaners, window cleaners), Dish Care (dish washing liquids), Personal Care (soaps, hand washes, hand sanitizers, shampoos), and Industrial (LABSA through Sulphonation division, I&I division for Oil & Gas and Construction). Key brands include Bahar (flagship detergent and dish care brand), Farah (premium personal care), D'zire (ultra premium soaps), Luv (luxury soaps and dish care), Pinex (disinfectants), No.1 Action (economy detergent), and Gentil (fabric softener). The company began manufacturing in 1981 and operates five manufacturing units in Sohar, Ghala, and Rusayl Industrial areas.

Differentiator

Problem solved

Functional benefit

Brands

• Bahar: NDC's flagship brand and highest selling detergent in the Sultanate of Oman. Includes detergent powders, liquid detergents, dish wash liquids, fabric softeners, disinfectants, and antiseptic products.
• No.1 Action
• Gentil
• D'zire
• Farah
• Luv
• Nada
• Sahar
• Bliss
• Site
• Pinex

Products and services

• Bahar Detergent NDC's flagship detergent brand and Oman's largest selling detergent with FWA (Fluorescent Whitening Agents) for superior whiteness and cleanliness, formulated for GCC water conditions.
• Bahar Automatic Detergent

Quantifiable outcome

• 43% increase in profitability in 2020 over 2019
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core, minor and major.

• Lulu HypermarketcoreChannel Partner/ Reseller/ DistributorMajor retail partner for NDC products including Bahar detergent and Farah hand sanitizer. Joint promotional campaigns including raffle draws with prizes like iPhones and vehicles have been conducted. Lulu is the exclusive partner for several promotional campaigns.
• CarrefourcoreChannel Partner/ Reseller/ DistributorRetail distribution channel for NDC products including Bahar detergent and Bahar dishwashing liquids. Supported 'Clean Home with Bahar' promotion.
• The Sultan Center (TSC)coreChannel Partner/ Reseller/ DistributorRetail distribution channel for Farah hand sanitizer and other NDC products in Oman.
• Bank MuscatminorChannel Partner/ Reseller/ DistributorCorporate client for Farah hand sanitizer supply.
• Kalhat CleaningminorChannel Partner/ Reseller/ DistributorCorporate client for Farah hand sanitizer supply.
• Muscat PharmacycoreChannel Partner/ Reseller/ DistributorPharmacy distribution channel for Farah hand sanitizer approved by Ministry of Health.
• Ministry of Health OmanmajorChannel Partner/ Reseller/ DistributorGovernment entity that approved Farah hand sanitizer and placed confirmed order for Farah Ethanol supply during COVID-19 pandemic.
• Apex MediacoreGTM or Marketing PartnerHeadline partnership with BAHAR brand for 'BITTER ABOUT LITTER' environmental campaign. Co-hosted beach cleanup events and joint awareness campaigns about environmental cleanliness.
• Public Establishment for Industrial Estates (PEIE)minorGTM or Marketing PartnerSupported NDC's regular promotions through Origin Oman campaign which promotes products manufactured in the Sultanate and increases visibility of Omani products.
• Costa CoffeeminorGTM or Marketing PartnerFood and beverage partner at beach cleanup event, providing refreshments for volunteers.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Dabur: India-headquartered FMCG company with personal care, health care, and home care products. Comparable as an emerging player exporting to South Asia markets where NDC also has established presence (50+ countries claim).
• Fine Hygienic Holding: MENA-based personal care and hygiene manufacturer with tissue, baby care, and sanitizer products. Comparable as a regional emerging player with overlapping hygiene categories (hand sanitizer, personal care) served through similar GCC retail channels.

Broad incumbents

• Savola Group: Saudi conglomerate with significant FMCG operations across the MENA region including food, edible oils, and consumer products. Comparable as a broad regional incumbent operating branded consumer goods across the same geographies.
• Unilever: Global FMCG giant with detergent brands (OMO, Sunlight) directly competing against Bahar across GCC and African markets. Comparable as a broad incumbent offering overlapping laundry and home care categories at scale.
• Reckitt Benckiser: Global consumer health and hygiene company with brands like Dettol, Lysol, and Finish. Comparable overlap with NDC's Pinex disinfectant and Farah sanitizer portfolios, particularly in GCC institutional and retail channels.
• Procter & Gamble: Multinational FMCG leader with detergent brands (Tide, Ariel) competing in the same GCC and Middle East channels where NDC operates. Overlapping product categories and similar target consumers make it a relevant broad incumbent peer.
• Colgate-Palmolive: Global consumer products company operating in oral care, personal care, and home care. Comparable as a broad incumbent with overlapping personal care categories (soap, hand wash) sold through similar GCC retail partners.
• Henkel: German multinational operating in laundry and home care with brands like Persil. Comparable as a broad incumbent competing in the GCC detergent segment where NDC's Bahar brand holds market leadership.

Direct peers

• Al Khorafi Group (Khorafi Personal Care): Kuwait-based personal care and detergent manufacturer (Kafi, Khorafi brands) operating across GCC markets. Closely comparable as a direct regional peer with similar product portfolio and home-market dominance strategy mirroring NDC's Oman leadership.
• Saudi Industrial Detergents Company (SID): Saudi Arabia-based manufacturer of detergents, soaps, and personal care products. Closely comparable as a regional GCC peer with similar manufacturing footprint, product mix, and target markets across MENA.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NDCBright
• Facebookfacebook.com/NDCBright
• LinkedInlinkedin.com/company/the-national-detergent-co-saog

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 National Detergent