Washing powder
Our main line. Made in a spray tower, in retail and bulk packs, at four strength levels.
7–18%+ active · 2.5–50 kg
Finished detergent · Dubai, UAE
Detergent made to your spec, delivered to your port.
Micella supplies finished detergent from Dubai: powder, liquid, dishwashing bars and laundry cakes. Buy our ready-made brands, put your own name on recipes that already sell, or send us a spec and we will make it. One contract, one contact, and the export paperwork done for you.
800,000 tonnes
Capacity a year
2,000+ tonnes
Finished goods a day
40 tonnes
MOQ
4–6 weeks
Production time
12+
Export markets
1995
Making detergent since
Three ways to buy from us.
Most buyers start with one and move to another later. All three use the same plants, the same checks and the same paperwork.
01
Buy our brands
Ready to ship
Two brands that already sell: Sargam for fabric care and Daz dishwashing bars for the kitchen. Both ship to your port in our packs, so there is nothing to design and nothing to set up — just stock ready for the shelf.
02
Use your own brand
White and private label
White label puts your name on a formulation already in production: you choose the grade, scent, pack and artwork, and the 4 to 6 week lead time holds. Private label develops a formulation to your brief, with pilot batches approved in writing before scale-up. Most buyers start white label and move to private label once volume justifies the development work.
03
Send us your spec
Contract manufacturing
Give us a recipe and a volume. We book it on spray-tower lines built for large batches, and every batch comes with a test certificate you can trace.
How an order works
From the first call to a loaded container, in four steps.
01
Tell us
Your market, product, strength and volume. A short call is usually enough.
02
We quote
Grades, pack sizes, an indicative CIF price and a free production slot.
03
You approve
Sign off the sample and the artwork. We fix the contract and the payment terms.
04
We ship
Made in 4 to 6 weeks, then sent to your port with the full set of documents.
Request a quoteFirst reply usually within 3 working days
Every format a home-care aisle needs.
Powder is most of what we ship. Liquids, bars, cakes and full own-brand programmes run alongside it.
Standards we supply to
Every shipment is made to a recognised standard.
Both plants run to Good Manufacturing Practice and ISO 9001:2015, and our partner holds Star Export House status from the Government of India. Certificates travel with your cargo.
Good Manufacturing Practice
ISO 9001:2015
Star Export HouseOn air
Our Sargam ad, running in India.
The same detergent we ship to export markets, advertised at home. It shows the brand, the pack and the promise exactly as shoppers see it.
Captions are auto-translated — pick your language in the player settings.
Where it is made
One factory partner. Two plants. Thirty years.
Your order goes straight to our factory in India, which has been making detergent since 1995 and using spray-dried technology since 2016. The plant manufactures to your spec and ships it directly. Take FOB at any dry or wet port in India, or let us ship CIF to your own port.
- Plants
- Two spray-dried plants in Pithampur (Dhar), Madhya Pradesh
- Capacity
- 800,000 tonnes a year
- Systems
- SAP HANA ERP · Bizom sales software · checks on the line
- Quality system
- ISO 9001:2015 across both plants, with retention samples held per production run
- Export status
- Star Export House — recognised exporter status granted by the Government of India
Control that starts with the raw material.
LAB is the base ingredient that sets both the price and the wash performance, so it is bought in bulk rather than on the spot market. Micella buys upwards of 20,000 tonnes of LAB a year to feed the plants in India, which keeps our prices steady when the market is not.
The scale behind the promise
A sales network already tested at scale.
Our partner supplies one of the largest home-care networks in India. That daily volume is why a shipment to your market is routine for us, not a special project.
375,000
Shops served
1,500+
Distributors
450+
Sales staff
17
Indian states
Gulf (GCC)
UAE, Saudi Arabia, Qatar, Kuwait, Oman and Bahrain.
Jebel Ali · Jeddah · Dammam · Hamad
North Africa
Egypt and the wider Maghreb.
Alexandria · Port Said · Damietta
Southern Africa
South Africa and the SADC region.
Durban · Cape Town
Shipping and delivery
Production capacity of over 2,000 tonnes a day, and shipping dates we keep.
Cargo is containerised and customs-cleared at depots beside the plants, then railed or trucked to the port of your choice.
ICD Dhannad, Indore
Inland container depot · at the plant
On the Pithampur–Indore Airport Road, the most active depot serving the industrial area. Customs clearance plus rail and road connections happen here.
ICD Tihi
Rail-linked terminal · 15–20 km
The rail-linked container terminal that moves the bulk of heavy freight from the region towards the coast.
Nhava Sheva (JNPT)
Gateway sea port · approx. 570 km
India’s leading container port. Most freight railed out of ICD Tihi sails from here, with the widest choice of services to the Gulf and Africa.
Hazira, Surat
Gateway sea port · approx. 430 km
The closest sea port by road and a strong option for containerised industrial cargo moving straight out of the plants.
Mundra, Kutch
Gateway sea port · approx. 800 km
A major private gateway port, used for larger shipments and for lines offering the most competitive rates on a given route.
We can contract FOB at either inland depot, where our responsibility ends on customs clearance and handover to the carrier, or CIF to your port of entry with freight and documentation handled by us.
Why the name
Named after the micelle.
A micelle is a tiny ball of soap molecules. The inside likes oil and the outside likes water, and that is what lets water carry grease away: two things that do not mix, made to work together.
That is our job too. Micella Sourcing Consultant Limited works from the Dubai International Financial Centre, sitting between buyers in this region and factories in India so neither side has to learn how the other works.
Let us put a price in front of you.
Share your market and target volume, and our Dubai team will come back with recommended grades, pack options, an indicative CIF price and matching samples. With production capacity of over 2,000 tonnes of finished goods a day, we can confirm a shipping date and keep it.
Reply within 3 working days