Active
Active is an Iranian mass-market consumer goods brand (owned by Padideh Shimi Gharn) that manufactures and sells household cleaning, laundry, fabric care, personal care, and baby care products under the Active Home, Active Soft, and Hayat sub-brands, distributed nationwide through its own 25-branch Padideh Paydar network, major retail chains, and e-commerce platforms.
- Company typePrivate
- Founded2010
- HeadquartersTehran, Iran
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Active does
Active is an Iranian mass-market consumer goods brand owned and operated by Padideh Shimi Gharn (شرکت پدیده شیمی قرن), a private manufacturer headquartered in Tehran with 10,000+ employees and production facilities in Eshtehard (34,000 sqm, 38,000 cartons/day capacity, operational since June 2013) and Zanjan. The company's portfolio is organized under three sub-brands: Active Home (dishwashing liquids, surface cleaners, bleaches, glass cleaners, toilet cleaners, drain openers, and multi-purpose cleaners), Active Soft (body shampoos, hand washes, hair shampoos, and hair conditioners), and Hayat (personal care), with additional product lines covering laundry liquids, laundry powders, fabric softeners, and baby care. The company claims over 90% aided brand awareness among Iranian consumers domestically and abroad.
The underlying product technology centers on consumer cleaning and personal-care formulations. Active positions itself as the first Iranian manufacturer to combine polymer with enzyme in laundry detergent products (the "Poly-Wash" platform), enabling cold-water washing and superior stain removal, while personal-care lines use proprietary formulations built around deionized water, vitamins (B5, A, E, F), glycerin, polyquaternium-10, guar, silicone, lactate, shea butter, and urea. Quality systems are certified to ISO 9001:2015, ISO 14001:2015, ISO 45001:2018, ISO/IEC 17025, and ISO 10004.
The business model is a pure direct-to-consumer physical-goods play within Iran, sold one-time at unit-level through a controlled omnichannel network: (i) the company's exclusive 25-branch Padideh Paydar distribution network covering all 31 Iranian provinces, (ii) major retail chains including Shahrvand, HyperStar, HyperFamily, Digikala, Okala, and Snapp Market, and (iii) the company's own e-commerce site active.ir plus Instagram social commerce. Pricing is not publicly disclosed. Target customers are Iranian households (horizontal segment) with secondary emphasis on families with children through dedicated baby-care SKUs.
Active firmographics
Firmographics- Name
- Active
- Legal name
- شرکت پدیده شیمی قرن (Padideh Shimi Gharn)
- Website
- https://active.ir
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Active is an Iranian mass-market consumer goods brand (owned by Padideh Shimi Gharn) that manufactures and sells household cleaning, laundry, fabric care, personal care, and baby care products under the Active Home, Active Soft, and Hayat sub-brands, distributed nationwide through its own 25-branch Padideh Paydar network, major retail chains, and e-commerce platforms.
- Ownership category
- akta.pro rank
Active industry classification
Industry- Product category
- Household Cleaning and Personal Care Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611), Polish and Other Sanitation Good Manufacturing (325612)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners) (CRADAKAK)
- akta.pro secondary industry
- Fabric Softeners & Conditioners (Liquid, Sheets, Beads) (CRADAKAB)
Keywords
Where Active is headquartered
LocationHeadquarters
- HQ city
- Tehran
- HQ country
- Iran
- HQ region
- Middle East
Offices4 records
Markets served
Active business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Consumer Cleaning Products Sales: Active generates revenue through the sale of physical consumer goods including home care products (dishwashing liquid, surface cleaners, bleaches, drain openers), fabric care (laundry detergents, fabric softeners), personal care (shampoos, body washes, hand soaps), and baby care products. Products are sold through retail chains, e-commerce platforms, and direct distribution across Iran.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Active product offering
Product offeringCore offering
Active manufactures and sells branded household cleaning products (dishwashing liquids, surface cleaners, bleaches, glass cleaners, toilet cleaners, drain openers), fabric care products (laundry detergents, fabric softeners, washing powders), and personal care products (shampoos, conditioners, body washes, hand washes, baby care products) under three sub-brands — Active Home, Active Soft, and Hayat. The company operates its own manufacturing facilities in Eshtehard and Zanjan, and distributes nationwide in Iran through its wholly-owned distributor Padideh Paydar with 25 provincial branches.
Product overview
Active is an Iranian consumer goods brand owned by Padideh Shimi Ghadir (established 2010, est. 1389), producing personal care, home cleaning, and fabric care products. The portfolio is organized under three sub-brands: Active Home (surface cleaners, dishwashing liquids, glass cleaners, bleaches, toilet cleaners, drain openers, and multi-purpose cleaners), Active Soft (body shampoos, hand washes, facial soaps, hair shampoos, and hair conditioners), and Active (general baby care and laundry products). Active products are distributed across Iran through Padideh Paydar Distribution Company's 25 provincial branches via exclusive capillary distribution. The company operates manufacturing facilities in Eshtehard (with 38,000 cartons/day capacity) and Zanjan.
Differentiator
Problem solved
Functional benefit
Brands
- Active Home: Home care product line including dishwashing liquids, surface cleaners, glass cleaners, bleaches, lime scale removers, and drain openers
- Active Soft
- Hayat (حیات)
- Landi
Products and services
- Active Home (Home Hygiene Sub-brand) Sub-brand covering household hygiene products including dishwashing liquids, glass cleaners, bleaches, surface cleaners, toilet cleaners, bathroom cleaners, kitchen cleaners, drain openers, and multi-purpose cleaners for general Iranian households.
- Active Soft (Personal Care Sub-brand) Sub-brand covering personal care and hair care products including body shampoos, hand washes, hair shampoos, hair conditioners, and hand & surface disinfectant sprays for Iranian consumers.
- Active Poly-Wash Laundry Detergent Line Laundry detergent line including hand laundry powder, washing machine powder, and laundry liquids (general, dark-clothes, lavender) using proprietary polymer-enzyme combination technology effective in cold water.
- Active Dishwashing Liquid Dishwashing liquids in multiple variants (Silver, Gold, Glycerin, Foam) for grease removal, dish shine, and gentle hand care, available in various sizes from 750 g to larger formats.
- Active Home Bleach (Regular, Fragrant, Thick) Bleach products in regular (1000 g), fragrant (1000 g), and thick (750 g) variants for cleaning, whitening, and disinfecting household surfaces and laundry.
- Active Home Multi-Purpose Cleaners Multi-purpose cleaners for kitchen, bathroom/faucet, and universal use; anti-odor variant eliminates 99.9% of microbes; includes disinfectant surface spray with 70% alcohol.
- Active Hair Shampoo Range Hair shampoos in multiple variants (repair, strengthening, volumizing, daily, anti-dandruff for men, color-protecting, nourishing) for diverse hair types and concerns.
- Active Hair Conditioners Hair conditioners for dry/frizzy, colored/damaged, and normal hair; formulated with pearl protein, vitamin E, silk protein, and iris extract.
- Active Body Shampoos and Hand Wash Liquids Body shampoos (moisturizing, men, transparent, creamy) and hand wash liquids (foam, opaque, creamy) for body and hand hygiene with vitamins and moisturizing agents.
- Active Baby Care Line Baby-specific products including baby laundry liquid, baby hair shampoo, and baby body shampoo formulated for sensitive infant skin.
- Active Towel & Clothes Softener Fabric softener with long-lasting fragrance for towels and clothing; reduces static and increases softness, available in 1000 g, 1500 mL, and 2500 mL sizes.
- Hayat (حیات) Personal Care Brand Personal care and hair care brand produced alongside Active brand under Padideh Shimi Gharn.
Quantifiable outcome
- 99.9% bacteria elimination claimed for multi-purpose cleaner products
- +1 more outcomes
Companies that use Active
Customer profileSegments2 records
Ideal customer profiles2 records
Active technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Active partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Padideh Paydar (پخش پدیده پایدار)corePadideh Paydar is a distribution company from the Padideh Shimi Paydar group established in Azar 1387 (2008) with the goal of marketing, sales, and capillary distribution of cleaning, hygiene, cellulose, and food products under Active, Landi, and Action brands. The company operates 25 branches in provincial centers across Iran for exclusive and capillary distribution.
- Materials and Energy Research Institute (پژوهشگاه مواد و انرژی)minorPadideh Shimi Gharn has a collaborative agreement with the Materials and Energy Research Institute, where an academic team works on the factory's wastewater treatment project. The goal of this treatment facility is to convert factory wastewater into reusable agricultural water for irrigation of the factory's green spaces.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Active competitors and assessment
Company assessmentBroad incumbents
- Unilever: Diversified FMCG major with leading home care (OMO, Cif, Sunlight) and personal care (Dove, Lifebuoy) brands that compete with Active's Active Home and Active Soft lines across Iran and adjacent markets.
- Reckitt Benckiser: Household cleaning and hygiene major (Dettol, Vanish, Finish); competes in disinfectants, surface cleaners, and laundry — all categories where Active sells competing lines.
- Henkel: Global FMCG leader in laundry & home care (Persil, Bonux) and personal care; directly comparable as a multi-category CPG manufacturer competing with Active in laundry detergents, household cleaners, and personal care in Iran and globally.
- Procter & Gamble: Global CPG leader with Tide/Ariel/Fairy in laundry and dish care, comparable to Active in product range and consumer household cleaning category overlap.
Direct peers
- Lion Corporation: Japanese CPG manufacturer across oral care, home care (KireiKirei), and personal care; comparable in CPG formulation, manufacturing scale, and sub-brand architecture.
- Church & Dwight: US-based CPG manufacturer of household and personal care brands (Arm & Hammer, Xtra); comparable as a focused cleaning and personal care CPG with branded scale and category-specific R&D emphasis.
- Golrang Industrial Group: Iran's largest FMCG/CPG conglomerate (Pak, Barf, Cinderella, Habit, Nooshafarin); the most direct Iranian peer, competing head-to-head with Active across laundry, dishwashing, and personal care categories within the same domestic channel structure.
- Kao Corporation: Japanese FMCG group with home care (Attack, Magiclean) and personal care (Kao, Merries) portfolios; comparable CPG manufacturer in laundry detergents, household cleaners, and shampoos/body care.
Regional players
- Shoma Detergent Manufacturing Co. Iranian detergent/cleaning product manufacturer producing washing powders, dishwashing liquids, and cleaners; a direct domestic competitor to Active in laundry and household cleaning SKUs.
- Fater S.p.A. Italian/EMEA-focused CPG manufacturer (joint P&G/Angelini) of personal care and home cleaning products; comparable as a regional CPG manufacturer rather than a global generalist.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Active social profiles
Digital presenceActive compliance and trust
Trust signalCompliance10 records
Active financial estimates
Financial estimateRevenue estimate
Valuation estimate
Active leadership team
Management profileNumber of profiles
Active subsidiaries and ownership
Company hierarchySubsidiaries1 record
Active funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Active 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 Active
What does Active do?
Active manufactures and sells branded household cleaning products (dishwashing liquids, surface cleaners, bleaches, glass cleaners, toilet cleaners, drain openers), fabric care products (laundry detergents, fabric softeners, washing powders), and personal care products (shampoos, conditioners, body washes, hand washes, baby care products) under three sub-brands — Active Home, Active Soft, and Hayat. The company operates its own manufacturing facilities in Eshtehard and Zanjan, and distributes nationwide in Iran through its wholly-owned distributor Padideh Paydar with 25 provincial branches.
Is Active a public or private company?
Active is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Active founded?
Active was founded in 2010. It employs 5,001 to 10,000 people.
Where is Active based?
Active is headquartered in Tehran, Iran, in the Middle East region.
How does Active make money?
One revenue line is on record: consumer Cleaning Products Sales.
Who are Active's main competitors?
Broad incumbents on record are Unilever, Reckitt Benckiser, Henkel and Procter & Gamble. Direct peers are Lion Corporation, Church & Dwight, Golrang Industrial Group and Kao Corporation. Regional players are Shoma Detergent Manufacturing Co. and Fater S.p.A..
Does Active have an API?
No public API is recorded for Active.
What industry is Active in?
Active's product category is Household Cleaning and Personal Care Products. Its primary akta.pro industry code is CRADAKAK, Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners), with a secondary code of CRADAKAB, Fabric Softeners & Conditioners (Liquid, Sheets, Beads). Its NAICS code is 32561 and its SIC code is 2840.