Saina Industrial Company ( شرکت صنایع بهداشتی ساینا )

What Saina Industrial Company ( شرکت صنایع بهداشتی ساینا ) does

Saina Industrial Company (شرکت صنایع بهداشتی ساینا) is an Iranian manufacturer of household, commercial, and industrial cleaning and hygiene products, publicly listed on the Tehran Stock Exchange and operating as a subsidiary of Behsaz Sanaye Development Company (Behsahr Industrial Development Group), one of Iran's largest detergent and hygiene manufacturing conglomerates. The company manufactures its full product range at a single production facility in Abhar (Zanjan Province) and runs a direct sales and administrative office in Tehran, with revenue generated entirely through one-time unit-priced sales of physical cleaning products — no software, subscription, or licensing component is present in the business model.

The company operates a five-brand portfolio spanning distinct price/quality tiers and use cases: Primax (بریمکس) is the multi-category flagship covering hand wash, laundry detergent, dishwashing liquid and gel, toilet cleaner, glass cleaner, and fabric softener; Sepid (سپید) focuses on laundry detergents with enzymatic, color-safe, and dark-clothes formulations; Barf (برف) covers glass cleaners and bleach, including an export-grade glass cleaner; Goli (گلی) is the cost-effective household line including glass cleaners in multi-pack formats; and Rakhsa (رخشا) specializes in toilet cleaners, multi-surface cleaners, and pipe unclogging liquids. Formulation technology centers on conventional surfactant chemistry (e.g., next-generation surfactants with skin-conditioning additives such as Vitamin E and Provitamin B5 in Primax hand wash), enzymatic cleaning systems (Sepid), acid-based gel toilet cleaners (Rakhsa), and controlled-foam technology, with SKUs ranging from 450g retail bottles to 10,000g institutional containers.

Go-to-market is sales-led and channel-driven rather than direct-to-consumer: products reach end users through retail chain stores nationwide in Iran for the domestic market, through institutional and commercial accounts via the Tehran direct sales office, and through international wholesale and distributor partners in multiple export markets. The company maintains a dedicated export catalog, an Instagram brand presence, a Persian-language blog with educational cleaning content, and a shareholder transaction portal. Operational maturity investments are underway, including an Integrated Management System and EFQM Organizational Excellence Model deployment aligned with ISO 9001, ISO 14001, and ISO 45001 standards, initiated at the Abhar factory in May 2026. Pricing is set by retailers and distribution partners, not directly disclosed, and no revenue, headcount, or financial-detail figures are publicly available beyond the qualitative description of being one of Iran's largest cleaning product manufacturing groups.

Name

Saina Industrial Company ( شرکت صنایع بهداشتی ساینا )

Legal name

Saina Industrial Company (شرکت صنایع بهداشتی ساینا)

Website

https://sainaco.com

Company type

Public

Operating status

Operating

Headcount range

1–10 employees

Short description

Saina Industrial Company is an Iranian manufacturer of household, commercial, and industrial cleaning and hygiene products, publicly listed on the Tehran Stock Exchange and operating as a subsidiary of the Behsahr Industrial Development Group. It produces detergents, cleaners, and disinfectants across five brands (Primax, Sepid, Barf, Goli, Rakhsa) for retail, institutional, and export markets from a factory in Abhar.

Ownership category

akta.pro rank

Product category

Household Cleaning 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), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

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

akta.pro secondary industries

Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners) (CRADAKAK), Produce Wash & Food-Contact Surface Dish Cleaning Solutions (CRAJABAI)

Keywords

• Household cleaning products
• Laundry detergents
• Dishwashing liquids
• Hygiene manufacturing
• Industrial cleaners

Headquarters

HQ city

Tehran

HQ country

Iran

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Cleaning & Hygiene Products: One-time product sales of consumer cleaning and hygiene products across multiple brands. Revenue is generated through sale of detergents, soaps, toilet cleaners, glass cleaners, laundry detergents, fabric softeners, dishwashing liquids, drain cleaners, and multi-surface cleaners sold to retail chains, distributors, and end consumers in domestic and export markets.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Saina Industrial Company manufactures and sells household and commercial cleaning and hygiene products under five consumer brands (Primax, Sepid, Barf, Goli, Rakhsa), covering hand soaps, laundry detergents, dishwashing liquids, toilet cleaners, glass cleaners, bleach, fabric softeners, multi-purpose surface cleaners, and pipe uncloggers. Products are produced at the company's factory in Abhar, Iran, and distributed through retail chain stores domestically and via export channels to international markets. The company also serves institutional and commercial buyers (restaurants, hotels, schools, healthcare facilities) with high-volume SKUs.

Product overview

Saina Industrial Company (Saina Industrial Hygiene Company) is a manufacturer of hygiene and cleaning products based in Iran, producing a broad portfolio of consumer and household cleaning products. The company operates under multiple sub-brands — پریمکس (Primax), سپید (Sepid), برف (Barf), گلی (Goli), and رخشا (Rakhsa) — across cleaning categories including hand soap, toilet cleaners, dishwashing liquids, laundry detergents, glass cleaners, bleach, fabric softeners, multi-purpose surface cleaners, and pipe uncloggers. The five brands serve different market positions: Primax is the broadest multi-category brand (hand soap, laundry, dishes, toilet, glass, softener), Sepid focuses on laundry care, Barf on glass cleaners and bleach, Goli on cost-effective household cleaners, and Rakhsa on bathroom and plumbing products. All products are manufactured at the company's factory in Abhar, Iran, and the company is a subsidiary of توسعه صنایع بهشهر (Behshahr Industrial Development).

Differentiator

Problem solved

Functional benefit

Brands

• Primax (پریمکس): Household cleaning brand including dishwashing liquid, laundry detergent, and dishwashing gel.
• Golli (گلی)
• Sepid (سپید)
• Barf (برف)
• Rakhshan (رخشا)

Products and services

• Hand Soap / Hand Wash (Primax) Liquid hand-wash available in transparent and opaque (pearl) formulations under the Primax brand, in sizes from 450g to 10,000g with 6 fragrance/color variants. Contains moisturizers, Vitamin E, and Pro-vitamin B5; pH-balanced at 7 for skin compatibility. Targeted at household consumers and commercial/institutional buyers.
• Toilet Cleaner (Rakhsa) Toilet cleaning products in gel and liquid formulations (800g) under the Rakhsa brand. Uses acidic formulation with high cleaning power for scale, stain, and odor removal, with strong adhesion to vertical surfaces. Designed for both Iranian and foreign-style toilets. Targeted at household consumers.
• Dishwashing Liquid (Primax) Dishwashing liquid produced under the Primax brand for household dish cleaning.
• Primax Dishwasher Gel Newly launched 1000g dishwasher gel under the Primax brand, expanding the Primax portfolio. Distributed through retail chain stores across Iran. Targeted at household consumers for automatic dishwashing.
• Laundry Detergent (Primax, Sepid) Laundry detergent available under Primax and Sepid brands in formulations for general use, color-safe, dark-clothes, and with built-in fabric softener. Sepid variants use enzymatic formulations with color-protecting polymers. Available in multiple sizes from 1,000g to 3,000g. Targeted at household consumers.
• Glass Cleaner (Barf, Goli, Primax) Glass and surface cleaning spray produced under Barf (export-grade premium), Goli, and Primax brands. Available in 500g spray bottles with anti-streak formulation. Targeted at household consumers and export markets.
• Bleach / Whitener (Barf, Primax, Rakhsa) Bleach and whitening product produced under Barf, Primax, and Rakhsa brands. Available in sizes from 1,000g to 4,000g. Targeted at household consumers for cleaning and disinfection.
• Fabric Softener (Primax) Fabric softener for towels and clothing produced under the Primax brand. Available in 1,000g and 2,000g sizes in flower and white-flowers fragrances. Reduces static electricity and facilitates ironing. Targeted at household consumers.
• Multi-Purpose Surface Cleaner (Rakhsa) Multi-purpose surface cleaner spray under the Rakhsa brand in 750g spray bottle. Effective on ceramic, enamel, glass, painted walls, and metal surfaces. Targeted at household consumers.
• Pipe Unclogger (Rakhsa) Pipe unclogging liquid under the Rakhsa brand, available in 1,350g and 1,500g plastic bottles. Designed for metal and PVC pipes in kitchen, bathroom, and toilet drains; dissolves grease, hair, and deposits. Targeted at household consumers.

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

One partnership is on record.

• Behsahr Industrial Development Group (شرکت توسعه صنایع بهشهر)coreStrategic or Co-development PartnerSaina Industrial Company is a subsidiary of the Behsahr Industrial Development Group, one of the largest cleaning product manufacturing conglomerates in Iran. The group provides strategic oversight, shared infrastructure, and operational synergies across its subsidiary companies including Saina, enabling large-scale production capabilities and broad market reach.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Unilever PLC: Multinational consumer goods giant with a broad Home Care portfolio (OMO, Surf, Cif, Domestos) overlapping Saina's laundry, multi-surface, and toilet-cleaner categories. Comparable in product breadth and category coverage though far larger and globally distributed.
• Kao Corporation: Japanese consumer goods leader with strong laundry and home care brands (Attack, Kao, Magiclean). Comparable product portfolio across laundry detergent and household cleaners, with similar premium and economy brand-tier segmentation.
• Church & Dwight Co., Inc. US-based CPG manufacturer specializing in household and personal care (Arm & Hammer, OxiClean, Xtra). Comparable in laundry detergent and cleaning preparation manufacturing, with a focused brand-extension portfolio similar to Saina's multi-brand approach.
• Reckitt Benckiser Group plc: Major household cleaning and hygiene manufacturer (Vanish, Cillit Bang, Finish, Lysol). Comparable product mix in stain removal, dishwashing, and surface sanitation, with similar brand-tier segmentation strategy.
• The Clorox Company: Specialist in cleaning and household products (Clorox bleach, Pine-Sol, Tilex). Particularly comparable to Saina's Barf bleach and Rakhsa toilet-cleaner categories in terms of formulation type and brand positioning.
• Colgate-Palmolive Company: Global household and personal care company with cleaning brands (Ajax, Murphy's, Palmolive, Fab). Comparable in dishwashing liquids, surface cleaners, and hand wash categories overlapping Saina's Primax and Goli ranges.
• Procter & Gamble Co. World's largest household cleaning products company with detergent brands (Tide, Ariel, Mr. Clean, Fairy). Directly comparable in laundry detergents, dishwashing, and surface cleaners, though P&G operates at global premium scale.
• Henkel AG & Co. KGaA: Global consumer and industrial products major with leading laundry detergent and home care brands (Persil, Purex, Vernel, Bref). Directly comparable product portfolio to Saina's laundry, dishwashing, and toilet cleaners, though operating at vastly greater global scale.

Direct peers

• Behsaz Sanaye Development Company (BIDC): Parent conglomerate of Saina Industrial Company and one of Iran's largest cleaning product manufacturing groups. Operates multiple detergent and hygiene subsidiaries with overlapping product categories, providing direct comparability on portfolio breadth, manufacturing scale, and Iran-domestic market positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/sainaco
• LinkedInlinkedin.com/company/saina-industrial-company-%D8%B4%D8%B1%DA%A9%D8%AA-%D8%B5%D9%86%D8%A7%DB%8C%D8%B9-%D8%A8%D9%87%D8%AF%D8%A7%D8%B4%D8%AA%DB%8C-%D8%B3%D8%A7%DB%8C%D9%86%D8%A7

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Saina Industrial Company ( شرکت صنایع بهداشتی ساینا )