Seba Kimya Sanayi ve Ticaret A.Ş.

SIR, the umbrella brand of SEBA Kimya, met its consumers for the first time in 1989 by producing cream detergent, liquid dishwashing detergent, bleach and washing soda products in a 40m2 production area in Istanbul Rami. SEBA Kimya established a factory of its own in G.O.Paşa Industrial Estate in 1995, positioning the "SIR" brand as a roof brand and expanding its portfolio. In 1997, it started the production of small packaged products with the SIR brand for markets and gave dealerships throughout the country. The products of the Sır brand enabled SEBA Kimya to move to its new factory established in 2005 in Tuzla Chemists Organized Industrial Zone with state-of-the-art equipment. Here the SIR brand gained its global identity and started its first exports to the Balkans.

In 2013, SIR was selected as “one of the most admired and preferred brands” by the All Consumer Protection Association. In 2020 the natural and plant-based SIR BIO series was launched. In 2022 PET WHITE entered pet care. In addition to well-known brands in FMCG in Turkey, it has become one of the most preferred companies in more than 40 countries around the world.