Targeting growth in consumer and industrial detergents

Oman

Murali Sundar, CEO of National Detergent Company (NDC), talks to The Energy Year about the company’s strategic direction, its emphasis on innovation and its role in supporting Oman’s industrial diversification through initiatives such as AquaPetro Chemicals. NDC is a detergent and chemicals manufacturer, blender and marketer.

Can you provide an overview of your growth strategy for National Detergent Company?
At NDC, we are proud of our legacy in manufacturing and marketing high-quality detergents and cleaning products. Over the years, we have evolved in response to the needs of our consumers and the country’s development priorities.
Our journey of diversification led to the formation of AquaPetro Chemicals (APC), a division focused on serving Oman’s oil and gas and water treatment sectors. This initiative aligns with NDC’s commitment to supporting in-country value creation, sustainability and local capacity building.

What are some milestones APC has achieved?
While APC is relatively new, it has quickly gained traction. With a strong team and infrastructure in place, the division has made significant progress in R&D, product registration and client engagement. It operates as an industrial extension of NDC, complementing our consumer-facing product lines.
The team’s early focus has been on developing advanced, environmentally conscious formulations and supporting clients through product innovation, blending and trading services. By building a robust lab and seeking ISO and other certifications, we aim to ensure high-quality solutions that meet both local and regional standards.

How does NDC position itself within Oman’s economic landscape?
As a long-standing Omani manufacturer, NDC is deeply committed to supporting Oman Vision 2040. Our efforts span community engagement, collaborations with academic institutions such as Sultan Qaboos University and meaningful partnerships with Riyada companies. Whether through consumer goods or industrial chemicals, we believe in inclusive growth and shared success.

What opportunities and challenges do you foresee encountering as you grow?
We see a bright future ahead. As we continue to build credibility and partnerships, we are optimistic about increased local participation and recognition in both the consumer and industrial segments. We welcome opportunities to work alongside regulators and industry leaders to enhance access and support innovation-led local manufacturing.
Our goal is to contribute meaningfully to the diversification of Oman’s economy, and we are confident that initiatives such as APC, combined with our core businesses, will drive sustainable growth in the years to come.

What are your growth targets?
By 2030, we envision significant contributions from both traditional and emerging segments, with oil and gas forming part of that strategy. We’re also laying the groundwork for regional expansion within the GCC, while continuing to prioritise quality, customer satisfaction, and community development here in Oman.

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