Pakrokh Returns to Its Peak at 60

Pakrokh Industrial Group’s 60th-anniversary celebration was held on Wednesday, December 25, at Parsian Esteghlal Hotel, attended by officials, key figures in the detergent industry, raw material suppliers, leading figures in distribution, advertising professionals, and managers of major chain and online stores.

With 60 years of history, Pakrokh is one of Iran’s oldest companies in the cosmetics and hygiene sector. The company was founded in the 1960s as Dr. Hamidi Laboratory and was among the first producers of high-quality shampoos in Iran, launching Apple Shampoo under the brand name Iren.

In the 1970s, Pakrokh introduced Iran’s first hair conditioner under the Latifeh brand. In the 1980s, the company launched a baby shampoo with a completely different formula under the Latifeh brand and introduced crend toothpaste, meeting global quality standards. In the 2000s, Pakrokh introduced Silvergate toothpaste, followed by the new generation of Latifeh, known as Latifeh Gold, in the 2010s.

Pakrokh Industrial Group is known for its Latifeh, Pakrokh, crend, and Silvergate brands. Since 2019, under new management, the company has been revitalized, producing high-quality, Iranian-branded products at global standards. Despite sanctions, the company has continued its commitment to manufacturing and offering top-quality products.

The Shah Rezaei family, with four decades of experience in leading various brands in Iran’s market, decided in 2019 to invest in a heritage brand instead of new-generation companies. Their goal was to restore Pakrokh to its former peak of success.

In fact, the Shah Rezaei family invested in an older company that was struggling with various challenges at the time and was not able to compete effectively with other companies.

As a result of this strategic approach, Pakrokh broke investment and production records on its 60th anniversary and returned to its position of strength. Today, Pakrokh leads the market in several categories by a significant margin. Additionally, the company’s products have experienced an average sales growth of 47%, with some reaching up to 190% growth.

Pakrokh is currently producing and offering a wide range of products for different generations and plans to expand its portfolio of specialized products while entering diverse export markets.

Owner of Pakrokh Industrial Group: Manufacturers Only Need Stability

Mohammad Ali Shah Rezaei, owner of Pakrokh Industrial Group, stated at the event:
“Manufacturers only need stability, and in this regard, they require support from the Parliament and the government. If we don’t support production in the country, nothing will happen, and we cannot expect other developments.”

He added: “Members of Parliament are helping the industry, but we are still facing challenges in production, such as power and gas shortages and currency issues. We recently had discussions with the Minister of Industry, Mine, and Trade, who has promised solutions to address these problems.”

The owner of Pakrokh Industrial Group also expressed his gratitude to partner companies, founders, and former managers of Pakrokh, saying:
“We have been working in this company for six years. If it weren’t for the efforts of these individuals, we wouldn’t be here today.”

“From consumers to workers and suppliers, ensuring everyone’s happiness is the signature of my work.”

Amir Mohammad Shahrezaei, Chairman of the Board of Pakrokh Industrial Group, stated at the event:
“In the current situation of the country, this celebration has been held to talk about hope, the future, and success.”

Shahrezaei elaborated on the changes and transformations within Pakrokh Group, saying:
“The path of transformation in the Shah Rezaei Group began two years ago with the introduction of the Dorco brand. Dorco is a highly reputable, high-quality, and well-established brand with a bright future.”

The Chairman of the Board of Pakrokh Industrial Group emphasized:
“As part of our transformation journey, we introduced significant changes in the company’s management and leadership. Various experts with a combined 190 years of experience from both domestic and international companies joined our team. We pursued multiple strategic plans and then focused on the Latifeh brand, dedicating countless hours to its development.”

Shah Rezaei stated that clear principles guide this transformation:
“Everyone in this journey—from suppliers and workers to distributors and consumers—must be satisfied. Ensuring collective happiness is the signature of my work, and we are moving in that direction.”

Pakrokh’s First Commitment Is to Quality

Arash Toosi also spoke at the event, saying:
“Pakrokh’s story spans 60 years, and our primary commitment has always been to deliver the best and highest-quality products to the people of Iran. Since its foundation, this company has been built on laboratory and research principles, something that only a few companies can claim.”

Toosi emphasized that Pakrokh’s core asset is its values and people, adding:
“Over the past five years, our first major step was updating the company’s fundamental infrastructure in production and other departments. The second key initiative was modernizing and optimizing our product portfolio. While the quality of our products was already at a desirable level, we have increased it by an average of 50 to 60%. Additionally, although Pakrokh is an Iranian brand, we source our raw materials from the best international suppliers.”