Sadr Electronic Dena- SED Co.

What Sadr Electronic Dena- SED Co. does

Sadr Electronic Dena (SED Co.) is a privately held, knowledge-based Iranian company founded in 2001 (Iranian calendar year 1380) and headquartered in Tehran that designs and manufactures industrial electronic systems with a primary focus on elevator electronics. Its product architecture spans three layers: complete elevator control panels branded "SANA"; a family of in-house control boards and supporting modules (LCB-series main controllers, CIB serial communication boards, BCB battery charger boards, ERB-series emergency rescue boards, FSB-series voice announcement boards, and IPR/RPR/LPC power and phase control boards); and uninterruptible power supply systems for elevators and office environments. The company positions itself as the first domestic manufacturer of elevator UPS in Iran.

The firm serves the Iranian elevator industry through a nationwide network of sales and after-sales service representatives, supplemented by an online store, formal installer training for the SANA control panel, and participation in elevator-industry seminars. Pricing is not publicly disclosed and customers are directed to contact the sales department. Certifications include the eNamad electronic trust seal and Standard Approval from the Standards Organization of Iran for elevator equipment. Operating scale signals are limited — only 9 employees are reported, no external funding is disclosed, and the company remains domestic-only with no stated international footprint.

Name

Sadr Electronic Dena- SED Co.

Legal name

Sadr Electronic Dena (صدر الکترونیک دنا)

Website

https://sadrelectronic.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Sadr Electronic Dena (SED Co.) is a privately held, knowledge-based Iranian company founded in 2001 in Tehran that designs and manufactures SANA-branded elevator control panels, control boards, elevator UPS systems, and office UPS units, distributing nationwide through sales and after-sales service representatives.

Ownership category

akta.pro rank

Product category

Elevator Electronics and Industrial Power Systems

NAICS

Elevator and Moving Stairway Manufacturing (333921), Relay and Industrial Control Manufacturing (335314), Electrical Equipment Manufacturing (33531)

SIC

Electrical Industrial Apparatus (3620), Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro primary industry

Elevator Modernization & Retrofit (Controllers, Drives, Door Systems) (BPABAIAE)

akta.pro secondary industries

UPS Systems & Backup Power (Online/line-interactive UPS, industrial backup) (IMAGADAD), Backup Power & Critical Power Systems (Generators/UPS) (IMAIABAJ), Uninterruptible Power Supplies (UPS) (HDACAJAA)

Keywords

• Elevator control panels
• Elevator UPS systems
• Industrial electronic systems
• Power backup systems
• Elevator components

Headquarters

HQ city

Tehran

HQ country

Iran

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Sadr Electronic Dena- SED Co. designs, manufactures, and supplies industrial electronic systems for the elevator industry, including the proprietary SANA elevator control panel family and elevator-specific UPS units. It also produces a small-capacity OFFICE UPS line for commercial power-backup applications and provides consultation, installation, commissioning, training, and after-sales service across Iran. The company is recognized as the first domestic manufacturer of elevator UPS systems in Iran.

Product overview

Sadr Electronic Dena (SED Co.) is a knowledge-based Iranian company that designs and manufactures industrial electronic systems primarily for the elevator industry. The product portfolio centers around two main categories: Elevator Control Panels (branded as 'SANA') and Elevator UPS systems. The SANA elevator control panel line includes main control boards (LCB series) and supporting modules including serial communication boards (CIB), battery charger boards (BCB), emergency rescue boards (ERB), voice announcement boards (FSB), power supply/revision boards (IPR/RPR), and phase control boards (LPC). The company also produces Office UPS systems for commercial applications. SED Co. claims to be the first manufacturer of elevator UPS in Iran, with products distributed through an active sales and service representative network across the country.

Differentiator

Problem solved

Functional benefit

Brands

• Sana (سانا): Elevator control panel brand manufactured by Sadr Electronic Dena, including control boards, UPS for elevators, and related elevator electronic components.

Products and services

• SANA Elevator Control Panel Proprietary Iranian knowledge-based elevator control panel family used by elevator installers and building operators to control elevator operations across residential, commercial, and industrial lift installations in Iran.
• Elevator UPS Uninterruptible power supply units specifically engineered for elevator systems, marketed as the first Iranian-manufactured elevator UPS and supplied to elevator installers and building operators for ride continuity and passenger safety during power outages.
• Office UPS Small-capacity uninterruptible power supply units designed for office and small commercial environments to protect equipment from outages and voltage fluctuations.
• Elevator Installation, Commissioning and After-Sales Service Engineering and technical support services for elevator control and UPS installations, including consultation, on-site installation, commissioning, training, warranty support, and annual maintenance contracts for customers across Iran.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Sales Representatives NetworkcoreChannel Partner/ Reseller/ DistributorMultiple sales representatives across Iran who represent and sell the company's elevator control panels, UPS systems, and related products. The company also has after-sales service representatives for installation and maintenance support.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Mitsubishi Electric (Elevator/Escalator Division): Global elevator incumbent with proprietary control systems and power electronics. Sets the technology baseline that specialty elevator electronics makers like SED compete against at the component/cabinet level.
• Hyundai Elevator: Major elevator OEM with in-house control and UPS subsystems. Larger player operating broadly in elevators where SED competes on the electronics/control subsystem layer.
• Delta Electronics (UPS Division): Global UPS and power electronics manufacturer with broad product portfolio. Provides competitive context for SED's office and elevator UPS offerings.
• Vertiv Holdings: Large-scale UPS manufacturer serving data centers and critical infrastructure. Comparable on the UPS side of SED's business, though not elevator-specific; demonstrates the competitive landscape for UPS technology.

Direct peers

• Monarch Control (Suzhou Monarch Control Technology): Specializes in elevator integrated control systems, drive cabinets, and UPS — directly overlapping with SED's Sana control panel and elevator UPS product family. Most comparable peer in elevator-specific electronic control.
• Shanghai STEP Electric (elevator drives and controls): Produces elevator drive systems and integrated control cabinets, matching SED's elevator control panel + UPS combination. Similar niche specialization in elevator power and control electronics.
• Shenzhen STEP Electric Corporation: Manufactures elevator control systems, drives, and power electronics in China. Comparable product set (elevator control + UPS) and similar business model of vertical specialty electronics for the elevator industry.

Emerging players

• Fuji Electric (Power Electronics / UPS): Manufactures power electronics including UPS and inverters used in elevator and industrial backup-power applications. Comparable on the elevator UPS sub-product line.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sadr-electronic-dena

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Sadr Electronic Dena- SED Co.