With the recent re-launch of its flagship detergent, Bahar, the National Detergent Company (NDC) in Oman has now captured half the domestic market and is closing in on detergent market shares in other Gulf States.

NDC manufactures and distributes name brand detergent powders, liquid detergents, toilet soaps, shampoos and other industrial cleaners. It is the first soap and detergent company in the Gulf to receive ISO 9001 certification.
Brand manager Anish Kumar says NDC believes in giving the best value for money to its consumers.
“Over the years, this very philosophy has helped the company build an expanding customer base and strong brand equity,” he explains.
Kumar says NDC has become the largest detergent manufacturer in Oman and is now coming up against bigger manufacturers elsewhere in the Gulf.
The company achieved leadership status in the local detergent market, gaining a 50 per cent market share. Starting with detergent powders, NDC now exports its product range throughout the Gulf and to other Arab, African and Asian markets.
“The guideline and operating principle of the company all these years has been to keep the customer requirements at the forefront and build customer loyalty,” he reiterates.
NDC has built up brand equity for Bahar over the years and always believes in giving the “best value for money” in all its products.
Kumar says Bahar’s successful re-launch in March as the “New Bahar with FWA Power” included significant quality upgrades and new packaging.
“Bahar is our flagship brand and our detergent powder,” he continues. “FWA stands for Flourescent Whitening Agent, which is a unique formula to provide unmatched whiteness and brightness to washed clothes. Bahar, with its superior formulation, is gentle on fabrics and tough on heavy soils, yet it is effective on cotton and polyester blended fabrics. It has special ingredients to remove stains like blood, meat and egg. It also controls the graying of fabrics.”
Kumar says NDC has a well-equipped and fully-fledged research and development division, which is constantly monitoring all existing and new products in the marketplace. It keeps track of technological developments in the industry and responds with appropriate improvements wherever necessary.
“We have won many laurels and recognition for our consistent performance over the years,” he states. “Our awards include His Majesty’s Cup for Best Industrial Company; His Majesty’s Certificate for Best Industrial Company; and the DHSL-Gulf News Award for one of the Best Industries in the Gulf.”
Kumar points out that NDC has always placed the highest emphasis on quality to ensure that its products conform to international specifications. The company manufactured, under contract, brands of detergent powders and liquids for both German-based Unilever and Henkel.
NDC began manufacturing and marketing soaps and detergents in 1981. Abdul Hussain Bin Bhacker Al Lawati established the company.
His trading house, Bhacker Suleman Jaffer Company, has been associated with the consumer trade and distribution business for more than 50 years in Oman.