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, which received great interest and appreciation from its consumers, 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, by following the latest trends in the world, 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 line with the increasing demands for natural and environmental products, in 2020, the natural and plant-based SIR BIO series was launched and received great appreciation from consumers. In 2022, our PET WHITE brand entered the market by entering the pet care category. In addition to having well-known brands in the FMCG field, it has managed to become one of the most preferred companies in more than 40 countries around the world.